Multi-Channel Lead Nurturing

Multi-ChannelLead NurturingEllie MirmanMarketer & Customer Researcher at HubSpot@ellieeille

SO, HOWDOES THISACTUALLYWORK?

A case study

PRINCIPLE #1:UNDERSTANDYOURCUSTOMERS

Where are your customers?

What are their problems? 1 What makes their job difficult? 22 What are they searching for? 3 What are they talking about?

1 What makes their job difficult?• Interview customers and potential customersabout their job• What are they trying to do?• What are they trying to learn?• What do they need to show their bosses?

2 What are they searching for?

3 What are they talking about?

PRINCIPLE #2:SOLVEPROBLEMS

Now that you know their problems… 1 Create content around customer problems. 22 Publish and share that content where your market will find it. 3 Map content to the stage in the funnel.

The funnel needs a variety of content Website Visitors TOFU(Top of the Funnel) Leads MOFU (Middle of the Funnel) Sales

Map content to the stages of the funnel12 Quick Tips to SearchGoogle Like an Expert Think Like a Publisher: 3 Tips to Generate Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot

PRINCIPLE #3:CATCH ‘EMWHILETHEY’RE HOT

What do you want them to do next?• Download a whitepaper• Request a demo• Subscribe to your blogWhat gets them to the next stage ofthe funnel?

Focus onone stepat a time

LEAD NURTURINGIS ABOUTMORE THANEMAIL

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

You need tobe in multiple places

THANK YOU!QUESTIONS?Ellie MirmanMarketer & CustomerResearcher at HubSpot@ellieeilleHubSpot.com/EllieMirman

Multi-Channel Lead Nurturing

by HubSpot All-in-one Marketing Software on Aug 23, 2011

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Multi-Channel Lead Nurturing — Presentation Transcript