Your SlideShare is downloading. ×
0
Best Practices to Optimize Your Lead Nurturing
Strategy Beyond Email.
Multi-Channel
Lead Nurturing.
Lead Nurturing =
Heightening lead engagement to help move
leads through the funnel and prepare them
for better conversatio...
Traditionally, marketers
accomplished this through
marketing automation.
The problem with
this strategy?
79% of marketers
say their email open rates
don’t exceed 20%.
45% of marketers say
< 4% of their email contacts convert
into marketing qualified leads.
So, fewer and fewer
leads are opening
and converting on
your emails.
Now what?
Marketers need to think
beyond the
inbox.
Multi-channel lead nurturing
is a great way for marketers
to reach more people more
effectively.
First, let’s define multi-
channel lead nurturing;
(so we’re on the same page)
Multi-channel nurturing is the act of
communicating with people via a
series of targeted marketing
messages, delivered acr...
OK, let’s get started with
multi-channel lead
nurturing best practices.
1
LEVERAGE
INTEGRATED
MARKETING TOOLS.
Primary Nurturing Channels:
Marketing Automation
1:1 Social Media
Paid Retargeting$
Dynamic Content
Sales Enablement
Marketing Automation.
✓ While marketers need to think beyond the
inbox, email is still an important channel for
communicat...
Free Download
Marketing Automation Kit
This free kit includes:
 Planning guide to software evaluation
 Understanding of ...
Paid Retargeting.
✓ Leverage retargeting on platforms that align
with your target persona. Examples include:
• Facebook
• ...
1:1 Social Media.
✓Monitor Twitter, LinkedIn, and other relevant
social networks for mentions.
✓Give people attention (fav...
Free Trial
Easily Monitor Social Media
With HubSpot’s Social Inbox tool you can:
 Publish to all your social media profil...
Sales Enablement.
✓ Consider your sales team another
channel—the trick is getting them involved
at the right moment.
✓ Lev...
Dynamic Content.
✓ Your website should be a dynamic
experience that helps move leads through
the funnel (i.e. a marketing ...
Free Download
How to use Dynamic Content to
Increase Conversions
Download this free guide to learn:
 What dynamic content...
 List Segmentation
 Lead Score
 Competitive Intelligence
 Behavior-Based Event Tracking
 Internal Notification
 Auto...
2
TARGET CONTENT
TO YOUR BUYER’S
JOURNEY.
What is the Buyer’s Journey?
The active research process a buyer goes through
leading up to a purchase.
Leads nurtured with targeted
content produce an increase
in sales opportunities of
more than 20%.
(source: DemandGen)
Net New Lead
Marketing Qualified Lead (MQL)
Sales Qualified Lead (SQL)
Opportunity
Customer
Top of the
Funnel Lead
Middle ...
Multi-channel lead nurturing is not
simply blasting the same message
across as many touch points as you
can and crossing y...
Effective multi-channel lead
nurturing combines the channel
and the content to hit the right
lead at the right time with t...
3PUT THE PIECES
TOGETHER.
The real magic to effective nurturing is when you
add value. Please, don’t be creepy or spammy.
The real magic to effective nurturing is when you
add value. Please, don’t be creepy or spammy.
(Ok then, so here we go…)
Example: Dynamic Email
For top of the funnel leads, this
marketing automation email uses
dynamic content to target email
c...
For middle of the funnel/bottom of
the funnel leads, this email is
triggered from a behavior such as a
page view or anothe...
For customers, this email is part of a
series that is associated with HubSpot
Academy.
Customer nurturing is a great way t...
Example: 1:1 Social Media
• Monitor leads for brand
mentions as well as
competitor/keyword
mentions and identify
opportuni...
Example: Paid Retargeting
Use retargeting to show ads in
various channels after
someone has visited your
website.
 Tailor...
Use dynamic calls to action
on your website that reflects a
lead interests and/or
lifecycle stage and moves
lead farther d...
Example: Dynamic Website Content
Use dynamic
personalization
for repeat visitors.
Set up customized automated
internal notifications to individual
sales reps to alert them of key
lead behavior on-site.
Ex...
Easily Build Sophisticated Multi-Channel
Nurturing Campaigns with HubSpot
See How it Works >>
www.hubspot.com/enterprise
#1 Rated Marketing Platform for
the Enterprise.
Upcoming SlideShare
Loading in...5
×

Multi Channel Lead Nurturing

14,480

Published on

How To Expand Your Lead Nurturing Strategy Beyond Email

Published in: Marketing

Transcript of "Multi Channel Lead Nurturing"

  1. 1. Best Practices to Optimize Your Lead Nurturing Strategy Beyond Email. Multi-Channel Lead Nurturing.
  2. 2. Lead Nurturing = Heightening lead engagement to help move leads through the funnel and prepare them for better conversations with sales.
  3. 3. Traditionally, marketers accomplished this through marketing automation.
  4. 4. The problem with this strategy?
  5. 5. 79% of marketers say their email open rates don’t exceed 20%.
  6. 6. 45% of marketers say < 4% of their email contacts convert into marketing qualified leads.
  7. 7. So, fewer and fewer leads are opening and converting on your emails. Now what?
  8. 8. Marketers need to think beyond the inbox.
  9. 9. Multi-channel lead nurturing is a great way for marketers to reach more people more effectively.
  10. 10. First, let’s define multi- channel lead nurturing; (so we’re on the same page)
  11. 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. 12. OK, let’s get started with multi-channel lead nurturing best practices.
  13. 13. 1 LEVERAGE INTEGRATED MARKETING TOOLS.
  14. 14. Primary Nurturing Channels: Marketing Automation 1:1 Social Media Paid Retargeting$ Dynamic Content Sales Enablement
  15. 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. 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. 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. 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. 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. 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. 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. 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. 23.  List Segmentation  Lead Score  Competitive Intelligence  Behavior-Based Event Tracking  Internal Notification  Automated Triggers via Third-Party Apps Other Important Nurturing Tools:
  24. 24. 2 TARGET CONTENT TO YOUR BUYER’S JOURNEY.
  25. 25. What is the Buyer’s Journey? The active research process a buyer goes through leading up to a purchase.
  26. 26. Leads nurtured with targeted content produce an increase in sales opportunities of more than 20%. (source: DemandGen)
  27. 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. 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. 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. 30. 3PUT THE PIECES TOGETHER.
  31. 31. The real magic to effective nurturing is when you add value. Please, don’t be creepy or spammy.
  32. 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. 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. 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. 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. 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. 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. 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. 39. Example: Dynamic Website Content Use dynamic personalization for repeat visitors.
  40. 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. 41. Easily Build Sophisticated Multi-Channel Nurturing Campaigns with HubSpot See How it Works >>
  42. 42. www.hubspot.com/enterprise #1 Rated Marketing Platform for the Enterprise.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×