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How to FUEL Marketing Effectiveness from Lead Generation to Sales Conversion

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Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and …

Learn how to set the stage for marketing success and the FUEL that powers B2B marketing from lead generation to sales conversion. Also find out how to build a foundation for lead generation and nurturing programs, create superior content and learn effective lead generation tactics and strategies.

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  • Q. Which of the following marketing challenges are currently most pertinent to your organization?How many can relate to this challenge?
  • We hit tough times. The recent financial crisis is considered by many economists to be the worst since the great depression of the 1930s. It has resulted in the collapse of large financial institutions, the bailout of banks by national governments, and downturns in stock markets around the world. In many areas, the housing markets suffered, resulting in numerous evictions, foreclosures and prolonged vacancies. In the midst of this financial crisis, businesses started worrying about…The financial crisis has contributed to the failure of key businesses, declines in consumer wealth estimated in the trillions of U.S. dollars, substantial financial commitments incurred by governments, and a significant decline in economic activity.So, organizations started to cut back and then…Unemployment hit record highs, doubling the pre-crisis unemployment rate. People were losing their jobs and Marketing took a big hit. As a result of this financial crisis, marketers have been forced to deliver greater results with limited resources in budgeting and staffing. Although we are now showing signs of potential recovery, the recession has also created a level of uncertainty in consumers, which contributes to B2B buying processes becoming more complex.
  • The introduction and rapid adoption of social media has empowered consumers…As a result of social media, consumers are expecting more from organizations both on the B2C and B2B side. Because they can access the information they want, when they want it through social media sites, our standards of communicating with our audiences have been elevated.
  • We won’t have time to discuss all of the steps in the methodology today…
  • In today’s market, it is essential for all marketing communications to be focused on the buyer, not the organization. Buyers do not want to be addressed as a mass audience, but as individuals with unique needs, concerns, interests and values. A traditional, one-size-fits-all approach will not be effective. By establishing buyer personas, organizations are enabled to deliver unique content to various personas that will attract and nurture new and existing leads.
  • How many of you feel like you have an idea of who your buyer personas are?
  • Company culture, early buy-inBe sure to get any necessary approvals to request meeting times first. Explain that you’re developing buyer personas for your target audience to improve the efficiency of your marketing content and messaging, and you know that they will have valuable insights. If you have alignment issues with your Sales department…They will likely be pleased and impressed with the initiative you are showing. Listen in on sales callsOnce you have taken inventory on the experiences of your key customer-facing employees, it is also essential that you gather information directly from your customers and prospects. Now that you have conducted both internal and external interviews, how do your results compare? Did you find any commonalities or discrepancies? How do the results compare to your initial ideas of your buyer personas? Look for commonalities and discrepancies in your internal and external interviews. Don’t rule out discrepancies, your customer-facing departments talk to a lot more prospects and customers on a daily basis than you do.
  • Why are we identifying our worst customers? You want to learn how to attract more of the customers you want for your organization, and detract any that you don’t want. Bad customers can be very damaging to your reputation, especially now since they can be heard through social media. The decision is up to you – your organization may still find that it’s effective to generate some revenue from their worst customers, however in most cases, attracting your ideal customers will result in maximum revenues and success.
  • You will need to prioritize the buyer personas you have developed and communicate this prioritization internally. In order to do this, a visual representation of the results of your research can be highly effective. The buyer persona quadrant will provide a visual representation of your ideal customer profile, your worst customer profile, and any profiles that fall somewhere in-between. You will identify two values to represent the X and Y axis of your quadrant. These should be the two key traits that separate your ideal customers from your worst customers. They may include knowledge of your product or service (do they get it?), available budget, urgency to purchase, motivators, expectations, etc. The ideal customer is positioned in the top right to convey that they have the greatest balance of both values. Plot your additional personas accordingly depending on what values they possess.Value prop is next
  • Your value proposition should define the key reason why you become the best chose for your ideal customer. It should clearly communicate what your company does and the unique benefits you have over the competition. You may have an existing value proposition …“Clarity always trumps persuasion.”-Dr. Flint McGlaughlinManaging Director (CEO) MECLABS
  • Key differentiators may include your product being the best value, best quality, greatest luxury, a must-have, etc.
  • As part of our 2011 B2B Marketing Benchmark Study, we asked nearly 1,000 B2B marketers what they have found to be the best practices in developing marketing content. The top response is an excellent tactic to reduce the amount of time and resources required to develop content, and that is repurposing and reformatting existing content.
  • We know you have already conducted ample research to develop your buyer personas and value proposition, but now you need to identify what types of content and subject matter are going to resonate with that audience and attract more prospects that meet your ideal customer profile. During your research, you will need to uncover answers for the following questions:
  • Search engines and social media sites can serve as excellent tools in conducting this research. By analyzing keyword search volumes and trends, as well as monitoring behaviors of your audience on social media sites, your will be able to identify answers to all of the questions above.Once you have a list of keywords that are relevant to you company and audience, you can start monitoring conversations that are happening on social media sites on those topics and conducting keyword research.Tools available Innovate, personalize, Test
  • The top rated tactic is website design, management and optimization, and this is partly due to the growing popularity of inbound marketing tactics. Inbound tactics like search and social media drive traffic back to the hub, or an organization’s website, for conversion. With an increased level of inbound traffic, even marginal gains in website conversion rate can have a great impact on the number of leads generated and an organization’s and bottom line. The top two tactics are inbound and two of the three least effective tactics are outbound. Social media is undervalued in terms of effectiveness — a result of the infancy of this marketing tactic.
  • The top rated tactic is website design, management and optimization, and this is partly due to the growing popularity of inbound marketing tactics. Inbound tactics like search and social media drive traffic back to the hub, or an organization’s website, for conversion. With an increased level of inbound traffic, even marginal gains in website conversion rate can have a great impact on the number of leads generated and an organization’s and bottom line. The top two tactics are inbound and two of the three least effective tactics are outbound. Social media is undervalued in terms of effectiveness — a result of the infancy of this marketing tactic.
  • STORY TELLER:So let’s clarify what we mean by “outbound” marketing and “inbound” marketing.Traditional “outbound” marketing tries to interrupt people and get them to pay attention to your marketing message. The problem is, people are getting better and better at ignoring or blocking out this kind of marketing.We have DVRs and TiVo so we can skip through TV ads, iPods and satellite radio so we don’t have to listen to radio ads, blogs and RSS to get our news instead of print newspapers, spam blockers and caller ID so we can ignore any unwanted sales messages. And junk mail doesn’t even make it into my apartment – we have a recycling bin in the lobby of my building for all that wasted paper.So what should businesses do now that outbound marketing is getting so ineffective?
  • DEMO LEAD:The good news is that Inbound Marketing takes advantage of the way people want to communicate and discover solutions today. In fact, people are searching for your products and services everyday, THE QUESTION IS: whether they are able to find your website, or your competitor’s.People use search engines – to the tune of HUNDREDS OF MILLIONS OF SEARCHS PER DAY – read blogs and tap their social networks to find answers to questions, solutions and even product recommendations.Inbound Marketing is about making it really easy for people to find your site and what you offer online. And since inbound marketing helps you get found by people looking for what you offer, these methods are both more effective and less expensive than the marketing methods of the past.
  • Survey of more than 650 marketers in 2011 …
  • Trade shows, PPC, direct mail and telemarketing were most frequently ranked as more expensive.
  • Survey participants were asked to classify each lead generation category as “below average cost,” “near average cost,” or “above average cost.” Businesses consistently ranked inbound marketing channels as having costs lower than outbound channels. PPC was the only inbound channel that was ranked among the outbound channels. - Blogs, social media and organic search maintained the top slots as least expensive. - Blogs had the highest instance of being reported as “Below Average Cost:” 55% of companies who blog indicated leads from this channel were “Below Average Cost.”
  • If your blog is underutilized, you are leaving customers on the table. The data shows a direct correlation between blog post frequency and new customers acquired.
  • Data on our top lead gen vehiclesOn demand vs. liveEbook best practicesWebinar best practicesUsing them together … Then you nurture …
  • Give great contentUse every promotional angle you’ve got – don’t promote TOO earlyWebinar Tools are not complex … and some very reasonableLet the content live on to generate leads = “evergreen content” be sure to RECORD & use for later on demand …
  • Not all leads are created equal. Lead nurturing is a process of building and nurturing relationships with ongoing, relevant and valuable communications. Should provide value regardless of purchase.Lead nurturing can be used as an additional channel to drive qualified leads to the sales team. They can also be used to re-engage dormant sales opportunities. Engagement examples include content specific to prospect needs, such as webinars, articles, whitepapers, etc.Conversion nurturing examples include buyers guides, case studies, etc.
  • If you’re having trouble identifying what buyer persona your prospect is, or what stage of the buying cycle they are in, you will need to collect more information from that prospect. This can be executed through teleprospecting. teleprospecting can be used to alert contacts of new content, or to invite them to a webinar, making this tool valuable for multiple types of lead nurturing campaigns. Scheduled & triggered - timingTo get started, consider the average length of your sales cycle when determining timing, and then make your best educated guess for initial timing. You could also ask you prospects how often they want to hear from you. Your initial timing should be tweaked over time, leading us to our final step.
  • Transcript

    • 1. FUEL that Powers B2B Marketing fromLead Generation to Sales ConversionMarch 17, 2011
    • 2. FUEL that Powers B2B Marketing from Lead Generation to Sales Conversion March 17, 2011Sponsored by:
    • 3. Introductions • Jen Doyle, Senior Research Analyst, MarketingSherpa @JenLDoyle Jen.Doyle@MECLABS.com • Kirsten Knipp, Director Product Evangelism, HubSpot @kirstenpetra kknipp@hubspot.comSponsored by:
    • 4. Today’s agenda • Setting the stage for B2B Marketing Success | FUEL that powers marketing effectiveness from lead generation to sales conversion • Building a foundation for lead generation and nurturing programs • Persona-based messaging for killer content • The effectiveness of lead generation tactics • Secrets to High ROI Lead Generation • Which tactics drive more leads for less money? • Lead nurturing strategies • Content delivery based on stages of considerationSponsored by:
    • 5. Research Background • Over 900 B2B marketers surveyed on: • Top challenges • Best marketing tactics • Lead scoring, nurturing and management • Marketing automation • Marketing analysis • Marketing operations • Key finding: The B2B marketing environment is changing and becoming increasingly challenging • Result of this study – MarketingSherpa’s FUEL methodology to power marketing effectiveness from lead generation to sales conversionSponsored by:
    • 6. The Growing Challenges facing B2B Marketers 2009 2010 Generating high-quality leads 69% • B2B marketing challenges 78% are becoming more Generating a high volume of leads 35% 44% pertinent to organizations over time 39% Marketing to a lengthening sales cycle 41% Generating perceived value in 37% • Balancing quality and “cutting-edge” product benefits 37% quantity of leads 33% generated Generating public relations “buzz” 36% Competing in lead generation across multiple media 27% 36% • Sales cycles becoming more complex Marketing to a growing number of 33% people involved in the buying process 34% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935Sponsored by:
    • 7. Sponsored by:
    • 8. Sponsored by:
    • 9. FUEL Up…….. and Drive Effectiveness Find and attract Uncover qualified Establish automated Lift results leads leads marketing processes Building a Bridging the gap How to select foundation for your Lead generation between Marketing marketing lead generation analysis and Sales automation software programs Marketing Identifying the Mastering essential automation Marketing-Sales Automation analysis lead generation implementation and funnel upkeep How to select your Identifying and Metrics that matter lead generation mix qualifying leads Delivering marketing Harvesting high value to the C-Suite quality leads & marketing leadershipSponsored by:
    • 10. Who are you Targeting? Identifying Buyer Personas • Why do we need buyer personas?Sponsored by:
    • 11. Who are you Targeting? Identifying Buyer Personas • What is a buyer persona? A detailed profile that represents an actual, real-life group of your target audience. It includes common interests, 1 motivators and expectations, as well as demographic and other behavioral characteristics.Sponsored by:
    • 12. Who are you Targeting? Identifying Buyer Personas • Isn’t that the same as a target market? A target market is a profile typically based on demographics, such as location, company size, annual revenue, etc. Buyer personas are more in-depth profiles that include behavioral characteristics. Target market dictates the list, buyer personas dictate what content is delivered to that list.Sponsored by:
    • 13. Key Buyer Persona Traits Demographic traits Behaviors • Job title & responsibilities • Key concerns for purchase • Organization size / • Interests department size • Motivation • Primary market • Expectations (B2B, B2C, B2B2C) • Decision-making authority • Industry • Approvals needed for purchase • Location • Urgency • Budget • Goals • Familiarity with product / service • Pain points & challenges • Validation needed for purchaseSponsored by:
    • 14. 10 Researching Buyer Personas • Step 1 – Ask customer-facing departmentsQualitative • Step 2 – Ask prospectsResearch • Step 3 – Ask customers • Step 4 - Mine in-house database • What to look for: • Common traits for ideal customersQuantitativeResearch • Large deal sizes, short timeframes to purchase, most repeat purchases, etc. • Common traits for undesirable customers • Returns or refunds, smallest deal sizes, longest timeframes to purchase • What’s the difference? TIP: DOCUMENT YOUR RESEARCHSponsored by:
    • 15. Sample buyer personas Ideal customer - The B2C retailer with ample resources in house, seeking a comprehensive platform to deploy promotional emails to a large list of over 100,000 contacts. They tend to have a solution in place but are seeking a more in-depth product. Their organization has over 500 employees. This buyer “gets it” and has a clear understanding and value for the benefits of the product. This buyer has ample resources both financial and departmental. Worst customer - The small business owner with limited marketing resources and experience. This buyer thinks email marketing should be inexpensive and they want to deploy messages to a list with fewer than 10,000 subscribers. This buyer is relatively unfamiliar with the benefits of the product over their current free email system.Sponsored by:
    • 16. Plotting the Buyer Persona Quadrant Additional persona Ideal customer The B2B2C marketer who is fairly educated with the benefits of The B2C retailer with ample resources in house, seeking a the product. They often have a solution in-house that they are comprehensive platform to deploy promotional emails to a large unhappy with. This buyer has a medium to large sized house list list of over 100,000 contacts. They tend to have a solution in of 30,000 to 100,000 subscribers. place but are seeking a more in-depth product. Their organization has over 500 employees. This buyer “gets it” and has a clear understanding and value for the benefits of the product. This buyer has ample resources both financial andPotential departmental.deal size Worst customer Additional persona The small business owner with limited Marketing resources and The B2B marketer with limited resources in house, seeking a cost experience. This buyer thinks email marketing should be effective, user-friendly system to deploy monthly newsletters inexpensive and they want to deploy messages to a list with and promotions. This buyer has a clear understanding of the fewer than 10,000 subscribers. This buyer is relatively unfamiliar benefits and hopes to make a quick purchasing decision. They with the benefits of the product over their current free email may say they “needed a solution yesterday.” Their organization system. has less than 100 employees. Education / understanding of key benefitsSponsored by:
    • 17. Creating the Killer Value Proposition • What is a value proposition? Your value proposition should define the key reason why you become the best choice for your ideal customer. It should clearly communicate what your company does and the unique benefits you have over the competition.Sponsored by:
    • 18. Questions to Consider in Developing Value Propositions 1. What does our company do? - Provide a clear and concise explanation of the product or service your company provides 2. Why should buyers that meet our ideal customer profile buy from us and not one of our competitors? - What key differentiator makes your solution unique and better than your competition for your ideal customer?Sponsored by:
    • 19. Sample Value Propositions “(Company A) executes proven tactics that guarantee an increase in qualified traffic from organic search” -SEO agency “(Product B) is a premium accounting software solution that enables organizations to streamline all of their accounting processes from payroll to receivables.” -Accounting software solution provider “(Company C) is the office supply solution standard and a true must-have for today’s busy organization.” -Office supply providerSponsored by:
    • 20. Delivering the Message with High Quality Content Repurposing and reformatting 64% • Best practices in existing content developing marketing Encouraging content customers to 53% submit testimonials and case studies • Repurposing and Recruiting authors internally from 48% reformatting existing other departments content Outsourcing to a • Recruiting authors consultant or 27% agency internally from other Utilizing social media to encourage 20% departments brand advocates to produce content Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 • Outsourcing to an agencySponsored by:
    • 21. Supporting Content Development with Research Research • What subject matter is going to be both interesting and valuable to our audience? • What topics does our audience want to learn about? • Are there any opportunities for us to fill a void? • What language do they use in their discussions related to our product or service? • What formats do they prefer? • Articles • Videos • Podcasts • Images • Etc.Sponsored by:
    • 22. Supporting Content Development with Research Start by developing a list of targeted key terms including: • Products • Services • Industry sectors • Technologies • Competitors • Brands • Key issues • Industry experts • Key employees • Recent press releases • Key needs and concerns of your audience Where can we find this information?Sponsored by:
    • 23. The Effectiveness of B2B Marketing Tactics Very effective Somewhat effective Not effectiveWebsite design, management and • The importance of website 50% 43% 7% optimization design, management and Virtual events / webinars 43% 48% 9% optimization Email marketing 40% 55% 5%Search engine optimization (SEO) 36% 57% 7% Telemarketing 35% 53% 12% • Growing trend of utilizing Public relations 31% 60% 9% inbound marketing tactics Tradeshows 25% 52% 22% Paid search (PPC) 23% 56% 20% • The effectiveness of social Direct mail 22% 56% 21% media Social media 16% 59% 25% Print advertising 10% 56% 34% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935Sponsored by:
    • 24. The Allocation of B2B Marketing BudgetsWebsite design, management and optimization 13% • The expense of website Tradeshows 12% design, management and Email marketing 12% optimization Search engine optimization 11% (SEO) Paid search (PPC) 9% • The expense of trade shows Direct mail 8% Public relations 7% Telemarketing 7% • Email marketing Social media 7% effectiveness and expenseMarketing automation / lead 6% nurturing Print advertising 6% • SEO – no cost-per-click but Virtual events / webinars 4% not free Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935Sponsored by:
    • 25. Inbound Marketing Workshop Secrets to High ROI Lead GenerationSponsored by:
    • 26. Effectiveness of Inbound B2B Marketing Tactics Very effective Somewhat effective Not effective Inbound Marketing Website design, management and optimization 50% 43% 7% Virtual events / webinars 43% 48% 9% Email marketing 40% 55% 5% Search engine optimization (SEO) 36% 57% 7% Telemarketing 35% 53% 12% Public relations 31% 60% 9% Tradeshows 25% 52% 22% Paid search (PPC) 23% 56% 20% Direct mail 22% 56% 21% Social media 16% 59% 25% Print advertising 10% 56% 34% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935Sponsored by:
    • 27. Inbound Marketing Workshop What is Inbound?Sponsored by:
    • 28. Traditional (Outbound) Marketing . . . is Dying CALLER ID: 800-555-1234 Annoying Salesperson Interruptions get ignored …Sponsored by:
    • 29. Why is Inbound Thriving?Sponsored by:29
    • 30. Inbound Your Way to Lower Cost Leads Source: HubSpot 2011 State of Inbound Marketing ReportSponsored by:
    • 31. Fix Your Mix & Optimize for Your Sales Cycle Efficacy Budget Allocation Very effective Somewhat effective Not effective Website… 13% Website… 50% 43% 7% Tradeshows 12% Virtual events / webinars 43% 48% 9% Email marketing 12% Email marketing 40% 55% 5% Search engine… 11% Search engine… 36% 57% 7% Paid search (PPC) 9% Telemarketing 35% 53% 12% Direct mail 8% Public relations 31% 60% 9% Public relations 7% Tradeshows 25% 52% 22% Telemarketing 7% Paid search (PPC) 23% 56% 20% Social media 7% Direct mail 22% 56% 21% Marketing automation… 6% Social media 16% 59% 25% Print advertising 6% Print advertising 10% 56% 34% Virtual events /… 4% Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935 Source: MarketingSherpa B2B Marketing Benchmark Survey Methodology: Fielded Aug 2010, N=935Sponsored by:31
    • 32. Outbound Channels are Most ExpensiveSponsored by:
    • 33. Inbound Leads Cost the LeastSponsored by:
    • 34. Inbound Marketing Workshop Executing on Inbound TacticsSponsored by:
    • 35. What do these have in common? Website / SEO Email WebinarSponsored by:35
    • 36. Create, Repurpose & Publish Everything• Blog Posts• Photos• Podcasts• Videos• Presentations• Webinars• eBooks• News ReleasesSponsored by:
    • 37. Increase Frequency to Get More LeadsSponsored by:
    • 38. Use Content to Draw People Down the Funnel SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage 1) Different depth & value of content at each stage 2) Different willingness to share personal data at each stageSponsored by:38
    • 39. Content for SuspectsSponsored by:39
    • 40. Content for ProspectsSponsored by:40
    • 41. Content for LeadsSponsored by:41
    • 42. Inbound Marketing Workshop What works for HubSpot?Sponsored by:
    • 43. Lead Generation Vehicles | Test What Works! 2010 New Conversion to OFFER Leads Customer Generated 2010 eBooks 30,000+ Moderate 2010 Webinars 25,000+ Moderate - High 2010 Kits 15,000+ Moderate - High 2010 Free Trials 5,000+ High Quality QuantitySponsored by:43
    • 44. Elements of a Successful WebinarSponsored by:44
    • 45. Why eBooks & Webinars are Like PB & J • Webinars = Base of an eBook – Transcribe webinars … create eBooks faster • Co-Promotion / Serial Promotion • eBooks Convert Higher due to lower time commitment – also easy to shareSponsored by:45
    • 46. Consider a Kit for a ‘Full Blown Meal’ • Kits combine a variety of single-topic content in one package – Blog Posts – Videos – Webinars – eBooks – Etc • Great indictor of interests & challengesSponsored by:46
    • 47. Whichever Tactic | Nurture Those Leads • Additional Content is ‘New to Them’ • Staying in Touch is Proven To: –Shorten sales cycles –Improve close rates –Increase deal sizesSponsored by:47
    • 48. Harvesting High-Quality Leads with Lead Nurturing • What is lead nurturing? • Ongoing nurturing -Consistent communications intended to keep brands on prospects minds • Outreach nurturing - Captures new leads, permissions, additional data, etc. • Engagement nurturing - Targets early stage prospects to build stronger relationships and increase interest • Conversion nurturing - Targets later stage prospects to convert • New customer nurturing…Sponsored by:
    • 49. What is Lead Nurturing, and What Isn’t? Lead nurturing IS Lead nurturing IS NOT Providing valuable, relevant and timely content to Continually sending promotions to your audience your audience Segmenting your audience to deliver the most Sending one monthly newsletter out to an entire relevant content to various segments database, without any regard to segmentation Calling leads to notify them of a valuable article, or Calling leads once a month to “touch base” and see if having another valid business reason to make the call they are ready to buy Offering content of value to your audience, whether Offering only self-promotional whitepapers or product it’s self-promotional or not brochures Providing valuable content and communications to Intending to encourage a purchase of your product or your audience, whether or not they ever buy from you service with every interactionSponsored by:
    • 50. Six Steps for Establishing Lead Nurturing Campaigns Step #1 – Define segments • Deliver highly relevant content by segmenting on multiple factors, and developing unique lead nurturing tracks for segments • Buyer personas identify traits, interests and needs • Balance buyer personas with buying cycle stage – ongoing, outreach, engagement, conversion and new customer nurturing Step #2 – Collect and develop content • Audit your library of existing content • Develop content that meets the interests and needs of various buyer personas in specific buying cycle stagesSponsored by:
    • 51. Six Steps for Establishing Lead Nurturing Campaigns Step #3 – Add a human touch with teleprospecting • Collect prospect information - Outreach nurturing • Teleprospecting VS telemarketing Step #4 – Further expand the types of lead nurturing touch points • Deliver content in the preferred formats of your segments • Consider original lead generation campaigns Step #5 – Perfect your timing • Deliver content to various segments when they need it the most • Timing & frequency of delivery • Scheduled & triggered nurturing messages • Make an educated guess for launch Step #6 – Test, test and test againSponsored by:
    • 52. Drafting Lead Nurturing Content Stage of the buying cycle Ongoing Outreach Engagement Conversion New customer Buyer persona 1 Buyer personas Buyer persona 2 Buyer persona 3 Buyer persona 4Sponsored by:
    • 53. Key Takeaways • Take a comprehensive approach for greatest results • The importance of segmentation • Developing high-quality contentSponsored by:
    • 54. Questions? • Jen Doyle, Senior Research Analyst, MarketingSherpa @JenLDoyle Jen.Doyle@MECLABS.com • Kirsten Knipp, Director Product Evangelism, HubSpot @kirstenpetra kknipp@hubspot.comSponsored by: