Deliver Results with Automated Email Lead Nurturing

Deliver Results with AutomatedEmail Lead NurturingAMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

Only 33% of B2B marketers say they have an effective lead nurturing process.Source: Executive Benchmark Assessment Survey / DemandGen Report

Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy.Source: Gleanster Research

Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts.Source: SilverPop / DemandGen Report

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 communication

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

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

Segmented emails get 50% more clicks.Source: MarketingSherpa

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

Nurtured leads have 9% higher average deal size and 23% shorter sales cycleSource: Market2Lead

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

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 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

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: 3 Tips to Generate More Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot Customers

Sample Lead Nurturing Series

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)

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 stage of the funnel 4. Setup for smarketing success 5. Measure and improve

Business Results

Knowledge Management Associates Retained contact with 20-30% more event leads that were typically lost with prior event registration platform

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

ProofreadNOW

Threadless “Open this email or say goodbye forever” re-engagement campaign added 2,400 subscribers back to list.

Threadless

Deliver Results with AutomatedEmail Lead NurturingAMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

Extra Credit

Lead Nurturingis more thanEmail Marketing

65% of buyers use social media in their research & vendor selection processSource: Genius.com / DemandGen Report

37% posted questions on social networking sites looking for suggestions/feedbackSource: Genius.com / DemandGen Report

More than 20% connected directly with potential solution providers via social networking channelsSource: Genius.com / DemandGen Report

Case Study

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Deliver Results with Automated Email Lead Nurturing

by HubSpot All-in-one Marketing Software on Mar 18, 2011

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Deliver Results with Automated Email Lead Nurturing — Presentation Transcript