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Deliver Results with Automated Email Lead Nurturing

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Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.

Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.

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  • 1. Deliver Results with AutomatedEmail Lead NurturingAMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  • 2. Only 33% of B2B marketers say they have an effective lead nurturing process.Source: Executive Benchmark Assessment Survey / DemandGen Report
  • 3. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy.Source: Gleanster Research
  • 4. Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts.Source: SilverPop / DemandGen Report
  • 5. 9 Benefitsof Lead Nurturing
  • 6. 9 Benefits of Lead Nurturing 1. Establish contact immediately
  • 7. 35-50% of sales go to the vendor that responds first.Source: InsideSales.com
  • 8. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication
  • 9. 66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider.Source: Genius.com / DemandGen Report
  • 10. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities
  • 11. Segmented emails get 50% more clicks.Source: MarketingSherpa
  • 12. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities 6. Maintain or increase engagement 7. Automate nurturing through sales cycle 8. Find cross-sell and up-sell opportunities
  • 13. Nurtured leads have 9% higher average deal size and 23% shorter sales cycleSource: Market2Lead
  • 14. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities 6. Maintain or increase engagement 7. Automate nurturing through sales cycle 8. Find cross-sell and up-sell opportunities 9. Encourage referrals / new lead generation
  • 15. Email marketing to existing leadscan generate significant new leads
  • 16. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities 6. Maintain or increase engagement 7. Automate nurturing through sales cycle 8. Find cross-sell and up-sell opportunities 9. Encourage referrals / new lead generation
  • 17. 5 Steps to a SuccessfulLead Nurturing Campaign
  • 18. Step 1:Determine Your Goal
  • 19. ReawakenCold Leads
  • 20. IncreaseLead Quality
  • 21. GenerateNew Leads
  • 22. Step 2:Select a Persona & Business Problem
  • 23. Visitors Leads Step 3:Map Content to Every Stage of the Sales Funnel Customers
  • 24. Visitors12 Quick Tips toSearch Google Like an Expert Leads Think Like a Publisher: 3 Tips to Generate More Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot Customers
  • 25. Sample Lead Nurturing Series
  • 26. Tips for Content Creation • Invest in content creation (people, time) • Create content for each stage of the sales funnel • Make content creation a routine • Reuse content when possible • Recruit others (other departments, guests, interviews)
  • 27. Step 4:Set Yourself Up for Smarketing Success
  • 28. Communicate CampaignsWho gets what?
  • 29. Provide SoundbitesHow do I follow up?
  • 30. Share ResultsWhat worked?What didn‟t?
  • 31. Score Leads How do I prioritize?
  • 32. Ask for Feedback How was lead quality? How was lead quantity?
  • 33. Step 5:Measure & Improve
  • 34. What to Measure: Branding & Awareness
  • 35. What to Measure: Quality Conversions
  • 36. What to Measure: New Leads Generated
  • 37. What to Measure: Quality Metrics
  • 38. 5 Steps to a Successful Campaign 1. Determine your goal 2. Select persona & business problem 3. Create content for each stage of the funnel 4. Setup for smarketing success 5. Measure and improve
  • 39. Business Results
  • 40. Knowledge Management Associates Retained contact with 20-30% more event leads that were typically lost with prior event registration platform
  • 41. ProofreadNOW “More prospects are „closing‟ themselves – sending a document for review or emailing a question directly … turning into a real inbound inquiry after having been nurtured.” -Conni Eversull, Director Sales & Marketing
  • 42. ProofreadNOW
  • 43. Threadless “Open this email or say goodbye forever” re-engagement campaign added 2,400 subscribers back to list.
  • 44. Threadless
  • 45. Deliver Results with AutomatedEmail Lead NurturingAMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  • 46. Extra Credit
  • 47. Lead Nurturingis more thanEmail Marketing
  • 48. 65% of buyers use social media in their research & vendor selection processSource: Genius.com / DemandGen Report
  • 49. 37% posted questions on social networking sites looking for suggestions/feedbackSource: Genius.com / DemandGen Report
  • 50. More than 20% connected directly with potential solution providers via social networking channelsSource: Genius.com / DemandGen Report
  • 51. Case Study