Multi Channel Lead Nurturing

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Multi Channel Lead Nurturing

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How To Expand Your Lead Nurturing Strategy Beyond Email

How To Expand Your Lead Nurturing Strategy Beyond Email

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  • 1. Best Practices to Optimize Your Lead Nurturing Strategy Beyond Email. Multi-Channel Lead Nurturing.
  • 2. Lead Nurturing = Heightening lead engagement to help move leads through the funnel and prepare them for better conversations with sales.
  • 3. Traditionally, marketers accomplished this through marketing automation.
  • 4. The problem with this strategy?
  • 5. 79% of marketers say their email open rates don’t exceed 20%.
  • 6. 45% of marketers say < 4% of their email contacts convert into marketing qualified leads.
  • 7. So, fewer and fewer leads are opening and converting on your emails. Now what?
  • 8. Marketers need to think beyond the inbox.
  • 9. Multi-channel lead nurturing is a great way for marketers to reach more people more effectively.
  • 10. First, let’s define multi- channel lead nurturing; (so we’re on the same page)
  • 11. Multi-channel nurturing is the act of communicating with people via a series of targeted marketing messages, delivered across multiple touch points, devices, and platforms.
  • 12. OK, let’s get started with multi-channel lead nurturing best practices.
  • 13. 1 LEVERAGE INTEGRATED MARKETING TOOLS.
  • 14. Primary Nurturing Channels: Marketing Automation 1:1 Social Media Paid Retargeting$ Dynamic Content Sales Enablement
  • 15. 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).
  • 16. Free Download Marketing Automation Kit This free kit includes:  Planning guide to software evaluation  Understanding of legacy vs modern automation  Marketing Software RFP worksheet and template Download Here >>
  • 17. 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.
  • 18. 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.
  • 19. Free Trial Easily Monitor Social Media With HubSpot’s Social Inbox tool you can:  Publish to all your social media profiles at once  Monitor your stream more effectively  Measure social with analytics and reporting Try it Free >>
  • 20. 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.).
  • 21. 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.
  • 22. Free Download How to use Dynamic Content to Increase Conversions Download this free guide to learn:  What dynamic content is  How dynamic content increases conversions  How to set up dynamic content  Examples of dynamic content in action Download Here >>
  • 23.  List Segmentation  Lead Score  Competitive Intelligence  Behavior-Based Event Tracking  Internal Notification  Automated Triggers via Third-Party Apps Other Important Nurturing Tools:
  • 24. 2 TARGET CONTENT TO YOUR BUYER’S JOURNEY.
  • 25. What is the Buyer’s Journey? The active research process a buyer goes through leading up to a purchase.
  • 26. Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%. (source: DemandGen)
  • 27. 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
  • 28. Multi-channel lead nurturing is not simply blasting the same message across as many touch points as you can and crossing your fingers that something sticks.
  • 29. Effective multi-channel lead nurturing combines the channel and the content to hit the right lead at the right time with the right content.
  • 30. 3PUT THE PIECES TOGETHER.
  • 31. The real magic to effective nurturing is when you add value. Please, don’t be creepy or spammy.
  • 32. The real magic to effective nurturing is when you add value. Please, don’t be creepy or spammy. (Ok then, so here we go…)
  • 33. 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.
  • 34. 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
  • 35. 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
  • 36. 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!)
  • 37. 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.
  • 38. 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
  • 39. Example: Dynamic Website Content Use dynamic personalization for repeat visitors.
  • 40. 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.
  • 41. Easily Build Sophisticated Multi-Channel Nurturing Campaigns with HubSpot See How it Works >>
  • 42. www.hubspot.com/enterprise #1 Rated Marketing Platform for the Enterprise.