Inbound uk2012 presentationfinal

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Inbound uk2012 presentationfinal

  1. 1. Lead NurturingWith HubSpot 3 Enterprise © 2012 Brightfire Limited
  2. 2. OBJECTIVE Demonstrate how easy it is to use the tools So you feel that you can do it
  3. 3. CONTENTSContacts Smart Lists Workflows Smart Lists
  4. 4. CONTACTS: TIMELINE SEGMENTATIONBuild highly specificsegments and delivermore targeted marketingmessages • Trigger actions based on granular lead behaviour • Build reports, trigger nurturing campaigns, individual emails, etc.
  5. 5. SMART LISTSAutomaticsegmentationbased on eachcontactsbehaviour andproperties
  6. 6. WORKFLOWSSmart Flows: Based not just on actions but onpersona and lifecycle stage Smart FlowsWebhooks: Actions that occur on your site or othermarketing channelsSmart CTAs: Personalise and convert based onprevious behaviour
  7. 7. SMARTFLOWS Smart Flows• Change the Lifecycle Stage of a contact based on their inclusion on a list• Build an introductory Smart Flow email campaign• Build a reengagement Smart Flow email campaign• Increment a contacts grade/score based on a contact’s inclusion on a list http://help.hubspot.com/articles/How_To_Doc/how-• Assign contacts a specific create-a-smart-flow Persona property value
  8. 8. Example WEBHOOKSSend SMS Alerts • text a sales person when a hot lead returns to the pricing pageAuto-follow • auto-follow users who follow your account on TwitterTrigger offers • trigger a special on-site offer for qualified returning customersFollow-up • leave someone a voicemail saying their support ticket has been receivedInternal chat alerts • send alerts to your companys internal chat stream that lets employees know that something interesting/important has happened
  9. 9. SMART CTAsPersonalise and convertbased on previous behaviourCreate dynamic segmentsbased on data andbehaviour.Automatically shift yourCTAs to reflect the interestsof whoever is looking atthem.A/B test your CTAs, find outwhich messages increaseclicks and conversions.
  10. 10. NEXT STEPS Now that you have joined the Gym How do you get fit!
  11. 11. PLAN A CAMPAIGN
  12. 12. START WITH YOUR PERSONA WHAT DOES SHE/HE THINK? WHAT DOES WHAT DOES SHE/HE HEAR? SHE/HE SEE? Name: Persona: WHAT DOES SHE/HE SAY & DO? CUSTOMER PAIN CUSTOMER GAIN SOURCE:BUSINESS MODEL GENERATION
  13. 13. MAP YOUR CONTENT TO THE MARKETING FUNNEL 1. Awareness 2. Specific Information Needs 3. Evaluation Marketing Qualified Lead
  14. 14. CREATE GREAT OFFERSCheck out what CTAs and Landing Pages are performing best and usethese assets to support your lead nurturing campaigns
  15. 15. DESIGN YOUR WORKFLOW workflow options Manual Form Simple Behaviour segmented based automated based list workflow workflow workflow
  16. 16. BEHAVIOUR BASED AUTOMATIONSegment based on other than form submissionsFor example: When a user visits your web page Clicks on a CTA Mentions a trigger word on TwitterTHIS IS ADVANCED MARKETING AUTOMATION
  17. 17. DESIGN YOUR BEHAVIOUR WORKFLOW 1 Based on their behaviour leads are automatically allocated into a lead nurturing campaign Lead Nurturing Lead Nurturing Campaign 1 Campaign 2Image Source: HubSpot
  18. 18. DESIGN YOUR BEHAVIOUR WORKFLOW 2Image Source: HubSpot
  19. 19. ITS TIME TO SET UP YOUR CAMPAIGN RULES Set up your trigger rule. Then its easy to add additional steps to drive your leads down the marketing funnel
  20. 20. CUSTOM SCORE YOUR LEADS • White Paper 10 points 1 • How to Guide 20 points 2 • Webinar 50 points 3 Marketing Qualified Sale ready lead Lead 80 points passes to Sales
  21. 21. INTEGRATE YOUR LEAD NURTURING CAMPAIGN For maximum impact integrate your lead nurturing campaign with other channels and CRM systems for close loop analytics SOCIAL EMAIL CRM
  22. 22. SET YOUR GOAL The goal of lead nurturing is to generate customers not leads
  23. 23. BRIGHTFIRETwitter: @brightfireviewBlog: www.brightfire.co.uk/blogWeb: www.brightfire.co.uk
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