Deliver Results with AutomatedEmail Lead NurturingAMA Tampa       Ellie Mirman       Inbound Marketing Manager       HubSp...
Only 33% of B2B marketers say they have    an effective lead nurturing process.Source: Executive Benchmark Assessment Surv...
Only 25% of leads                             are legitimate and                             should go to sales.   50% are...
Lead Nurturing emails get 4-10 times     the response rate compared to        standalone email blasts.Source: SilverPop / ...
9 Benefitsof Lead Nurturing
9 Benefits of Lead Nurturing 1.   Establish contact immediately
35-50% of sales go to the             vendor that responds first.Source: InsideSales.com
9 Benefits of Lead Nurturing 1.   Establish contact immediately 2.   Build thought leadership 3.   Maintain consistent com...
66% of buyers indicate                               “consistent and relevant                               communication ...
9 Benefits of Lead Nurturing 1.   Establish contact immediately 2.   Build thought leadership 3.   Maintain consistent com...
Segmented emails get                            50% more clicks.Source: MarketingSherpa
9 Benefits of Lead Nurturing 1.   Establish contact immediately 2.   Build thought leadership 3.   Maintain consistent com...
Nurtured leads have                      9% higher average                           deal size           and 23% shorter  ...
9 Benefits of Lead Nurturing 1.   Establish contact immediately 2.   Build thought leadership 3.   Maintain consistent com...
Email marketing to existing leadscan generate significant new leads
9 Benefits of Lead Nurturing 1.   Establish contact immediately 2.   Build thought leadership 3.   Maintain consistent com...
5 Steps to a    SuccessfulLead Nurturing     Campaign
Step 1:Determine Your Goal
ReawakenCold Leads
IncreaseLead Quality
GenerateNew Leads
Step 2:Select a Persona & Business Problem
Visitors               Leads            Step 3:Map Content to Every Stage of the         Sales Funnel             Customers
Visitors12 Quick Tips toSearch Google Like an Expert                                  Leads      Think Like a Publisher:  ...
Sample Lead Nurturing Series
Tips for Content Creation • Invest in content creation (people, time) • Create content for each stage of the sales funnel ...
Step 4:Set Yourself Up for Smarketing Success
Communicate CampaignsWho gets what?
Provide   SoundbitesHow do I follow up?
Share ResultsWhat worked?What didn‟t?
Score Leads How do I prioritize?
Ask for Feedback  How was lead     quality?  How was lead    quantity?
Step 5:Measure & Improve
What to Measure: Branding & Awareness
What to Measure: Quality Conversions
What to Measure: New Leads Generated
What to Measure: Quality Metrics
5 Steps to a Successful Campaign 1. Determine your goal 2. Select persona & business problem 3. Create content for each st...
Business Results
Knowledge Management Associates                 Retained contact with                 20-30% more event                 le...
ProofreadNOW               “More prospects are „closing‟               themselves – sending a document               for r...
ProofreadNOW
Threadless             “Open this email or say             goodbye forever”             re-engagement             campaign...
Threadless
Deliver Results with AutomatedEmail Lead NurturingAMA Tampa       Ellie Mirman       Inbound Marketing Manager       HubSp...
Extra Credit
Lead Nurturingis more thanEmail Marketing
65% of buyers use social                            media in their research &                            vendor selection ...
37% posted questions on social                    networking sites looking for                         suggestions/feedbac...
More than 20% connected directly with    potential solution providers via social    networking channelsSource: Genius.com ...
Case Study
Deliver Results with Automated Email Lead Nurturing
Deliver Results with Automated Email Lead Nurturing
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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.

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Deliver Results with Automated Email Lead Nurturing

  1. 1. Deliver Results with AutomatedEmail Lead NurturingAMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  2. 2. Only 33% of B2B marketers say they have an effective lead nurturing process.Source: Executive Benchmark Assessment Survey / DemandGen Report
  3. 3. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy.Source: Gleanster Research
  4. 4. Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts.Source: SilverPop / DemandGen Report
  5. 5. 9 Benefitsof Lead Nurturing
  6. 6. 9 Benefits of Lead Nurturing 1. Establish contact immediately
  7. 7. 35-50% of sales go to the vendor that responds first.Source: InsideSales.com
  8. 8. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication
  9. 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. 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. 11. Segmented emails get 50% more clicks.Source: MarketingSherpa
  12. 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. 13. Nurtured leads have 9% higher average deal size and 23% shorter sales cycleSource: Market2Lead
  14. 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. 15. Email marketing to existing leadscan generate significant new leads
  16. 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. 17. 5 Steps to a SuccessfulLead Nurturing Campaign
  18. 18. Step 1:Determine Your Goal
  19. 19. ReawakenCold Leads
  20. 20. IncreaseLead Quality
  21. 21. GenerateNew Leads
  22. 22. Step 2:Select a Persona & Business Problem
  23. 23. Visitors Leads Step 3:Map Content to Every Stage of the Sales Funnel Customers
  24. 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. 25. Sample Lead Nurturing Series
  26. 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. 27. Step 4:Set Yourself Up for Smarketing Success
  28. 28. Communicate CampaignsWho gets what?
  29. 29. Provide SoundbitesHow do I follow up?
  30. 30. Share ResultsWhat worked?What didn‟t?
  31. 31. Score Leads How do I prioritize?
  32. 32. Ask for Feedback How was lead quality? How was lead quantity?
  33. 33. Step 5:Measure & Improve
  34. 34. What to Measure: Branding & Awareness
  35. 35. What to Measure: Quality Conversions
  36. 36. What to Measure: New Leads Generated
  37. 37. What to Measure: Quality Metrics
  38. 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. 39. Business Results
  40. 40. Knowledge Management Associates Retained contact with 20-30% more event leads that were typically lost with prior event registration platform
  41. 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. 42. ProofreadNOW
  43. 43. Threadless “Open this email or say goodbye forever” re-engagement campaign added 2,400 subscribers back to list.
  44. 44. Threadless
  45. 45. Deliver Results with AutomatedEmail Lead NurturingAMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  46. 46. Extra Credit
  47. 47. Lead Nurturingis more thanEmail Marketing
  48. 48. 65% of buyers use social media in their research & vendor selection processSource: Genius.com / DemandGen Report
  49. 49. 37% posted questions on social networking sites looking for suggestions/feedbackSource: Genius.com / DemandGen Report
  50. 50. More than 20% connected directly with potential solution providers via social networking channelsSource: Genius.com / DemandGen Report
  51. 51. Case Study
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