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Deliver Results with Automated Email Lead Nurturing
 

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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    Deliver Results with Automated Email Lead Nurturing Deliver Results with Automated Email Lead Nurturing Presentation Transcript

    • 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