Marketing Automation. ✓ While marketers
need to think beyond the inbox, email is still an important channel for communication with leads. ✓ Leverage email to send informational and educational content to leads. ✓ Ensure email content and frequency is aligned with buyer journey (more on this later).
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Paid Retargeting. ✓ Leverage retargeting
on platforms that align with your target persona. Examples include: • Facebook • Twitter • LinkedIn • Adroll/Perfect Audience ✓ Align retargeted messages to lifecycle stage and buyer persona.
1:1 Social Media. ✓Monitor Twitter,
LinkedIn, and other relevant social networks for mentions. ✓Give people attention (favorites, likes, responses, etc.). ✓Pull in VIP customers for competitive situations. ✓Route questions internally.
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Sales Enablement. ✓ Consider your
sales team another channel—the trick is getting them involved at the right moment. ✓ Leverage automation to alert sales reps when leads have completed marketing qualified or sales qualified events (i.e visiting a pricing page, requesting a demo, etc.).
Dynamic Content. ✓ Your website
should be a dynamic experience that helps move leads through the funnel (i.e. a marketing qualified lead sees a sales qualified event such as request to speak to sales, etc.). ✓ Personalization is also a great way to delight customers.
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List Segmentation Lead
Score Competitive Intelligence Behavior-Based Event Tracking Internal Notification Automated Triggers via Third-Party Apps Other Important Nurturing Tools:
Net New Lead Marketing Qualified
Lead (MQL) Sales Qualified Lead (SQL) Opportunity Customer Top of the Funnel Lead Middle of the Funnel Lead Bottom of the Funnel Lead Customer Leads at Every Stage: Sales Funnel Education/Building Trust Align Pain w/ Products & Services Sales Enablement Relationship Maintenance
Example: Dynamic Email For top
of the funnel leads, this marketing automation email uses dynamic content to target email copy and imagery so content is maximally relevant to leads. The goal of the email is to provide education, add value—and to promote more lead gen, not necessarily to get an appointment with sales.
For middle of the funnel/bottom
of the funnel leads, this email is triggered from a behavior such as a page view or another marketing qualified event. Use short, personalized content in “plain text” format. Develop copy that encourages a lead to take action. Send email from an executive for credibility. Example: Personalized Email
For customers, this email is
part of a series that is associated with HubSpot Academy. Customer nurturing is a great way to keep customers involved and engaged. Keep them on top of subscription information, product updates or upgrades, or any other relevant information that may help them along the way. Example: Email
Example: 1:1 Social Media •
Monitor leads for brand mentions as well as competitor/keyword mentions and identify opportunities to route to sales. • Favorite, retweet, like or respond to leads—give them attention (they like it) • Delight customers on social (make sure you don’t treat customers like strangers!)
Example: Paid Retargeting Use retargeting
to show ads in various channels after someone has visited your website. Tailor the ads to a contact’s Lifecycle Stage (where they are in the buyers journey). Tailor ads based on specific pages the contact as viewed or other behavioral indicators.
Use dynamic calls to action
on your website that reflects a lead interests and/or lifecycle stage and moves lead farther down the funnel. Learn more: Creating dynamic Calls-to-Action Example: Dynamic Calls-to-Action
Set up customized automated internal
notifications to individual sales reps to alert them of key lead behavior on-site. Example: Sales Enablement Use real-time notification software (like Signals) to alert sales reps of lead interactions with email, SalesForce and your website.