Inbound uk2012 presentationfinal
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Inbound uk2012 presentationfinal Inbound uk2012 presentationfinal Presentation Transcript

  • Lead NurturingWith HubSpot 3 Enterprise © 2012 Brightfire Limited
  • OBJECTIVE Demonstrate how easy it is to use the tools So you feel that you can do it
  • CONTENTSContacts Smart Lists Workflows Smart Lists
  • CONTACTS: TIMELINE SEGMENTATIONBuild highly specificsegments and delivermore targeted marketingmessages • Trigger actions based on granular lead behaviour • Build reports, trigger nurturing campaigns, individual emails, etc.
  • SMART LISTSAutomaticsegmentationbased on eachcontactsbehaviour andproperties
  • 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
  • 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
  • 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
  • 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.
  • NEXT STEPS Now that you have joined the Gym How do you get fit!
  • PLAN A CAMPAIGN
  • 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
  • MAP YOUR CONTENT TO THE MARKETING FUNNEL 1. Awareness 2. Specific Information Needs 3. Evaluation Marketing Qualified Lead
  • CREATE GREAT OFFERSCheck out what CTAs and Landing Pages are performing best and usethese assets to support your lead nurturing campaigns
  • DESIGN YOUR WORKFLOW workflow options Manual Form Simple Behaviour segmented based automated based list workflow workflow workflow
  • 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
  • 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
  • DESIGN YOUR BEHAVIOUR WORKFLOW 2Image Source: HubSpot
  • 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
  • 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
  • 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
  • SET YOUR GOAL The goal of lead nurturing is to generate customers not leads
  • BRIGHTFIRETwitter: @brightfireviewBlog: www.brightfire.co.uk/blogWeb: www.brightfire.co.uk