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HubSpot Power Point

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  • Agenda:Benefits of Email Lead NurturingHow to Put Together a Successful Campaign in 5 StepsBusiness Case Studies with Real Results
  • http://blog.hubspot.com/blog/tabid/6307/bid/6286/Act-Fast-3-Reasons-to-Nurture-Leads-Immediately.aspxScience of Email Marketing Webinar
  • Note: not real dataOR new email addresses/signups
  • Knowledge Management Associates – professional services company (knowledge management, productivity solutions, custom apps)Generated a lot of business through event marketing, but couldn’t gather useful info about attendeesUsed landing pages and lead nurturing to capture leads and nurture them over time
  • Using Inbound Marketing, grew inbound traffic and leads – volume was too high to follow upNeeded way to sort out high quality leads – wanted to see who’s looking just for “free” info vs. sales ready – based on response to emails & impact on lead grade
  • Focus on reusing existing content and introducing new leads to lots of offers.
  • Re-engagement campaign with subject line “open this email or say goodbye forever. (kinda sounds like your crazy ex, right?)”Goal was to get some attention, show they’re serious about removing people from list, hopefully get people to stay involved by email or social mediaDidn’t expect to see substantial reengagement numbersAdded 2,400 subscribers (that they would have otherwise stopped mailing)http://blog.hubspot.com/blog/tabid/6307/bid/9386/6-Lessons-For-Awesome-Email-Marketing-From-Threadless.aspx
  • http://www.theharteofmarketing.com/2008/06/lured-in-by-social-media-an-unofficial-b2b-case-study.html
  • Transcript

    • 1. Deliver Results with Automated Email Lead Nurturing
      AMA Tampa
      Ellie Mirman
      Inbound Marketing Manager
      HubSpot
      Twitter: @ellieeille
    • 2. Only 33% of B2B marketers say they have an effective lead nurturing process.
      Source: Executive Benchmark Assessment Survey / DemandGen Report
    • 3. Only 25% of leads are legitimate and should go to sales.
      50% are qualified but not ready to buy.
      Source: Gleanster Research
    • 4. Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts.
      Source: SilverPop / DemandGen Report
    • 5. 9 Benefits of Lead Nurturing
    • 6. 9 Benefits of Lead Nurturing
      Establish contact immediately
    • 7. 35-50% of sales go to the vendor that responds first.
      Source: InsideSales.com
    • 8.
    • 9. 9 Benefits of Lead Nurturing
      Establish contact immediately
      Build thought leadership
      Maintain consistent communication
    • 10. 66% of buyers indicate“consistent and relevant communication provided by both sales and marketing organizations”is a key influence in choosing a solution provider.
      Source: Genius.com / DemandGen Report
    • 11. 9 Benefits of Lead Nurturing
      Establish contact immediately
      Build thought leadership
      Maintain consistent communication
      Identify interest/pain
      Find segmentation opportunities
    • 12. Segmented emails get 50% more clicks.
      Source: MarketingSherpa
    • 13. 9 Benefits of Lead Nurturing
      Establish contact immediately
      Build thought leadership
      Maintain consistent communication
      Identify interest/pain
      Find segmentation opportunities
      Maintain or increase engagement
      Automate nurturing through sales cycle
      Find cross-sell and up-sell opportunities
    • 14. Nurtured leads have9% higher average deal size
      and 23% shortersales cycle
      Source: Market2Lead
    • 15. 9 Benefits of Lead Nurturing
      Establish contact immediately
      Build thought leadership
      Maintain consistent communication
      Identify interest/pain
      Find segmentation opportunities
      Maintain or increase engagement
      Automate nurturing through sales cycle
      Find cross-sell and up-sell opportunities
      Encourage referrals / new lead generation
    • 16. Email marketing to existing leads can generate significant new leads
    • 17. 9 Benefits of Lead Nurturing
      Establish contact immediately
      Build thought leadership
      Maintain consistent communication
      Identify interest/pain
      Find segmentation opportunities
      Maintain or increase engagement
      Automate nurturing through sales cycle
      Find cross-sell and up-sell opportunities
      Encourage referrals / new lead generation
    • 18. 5 Steps to a SuccessfulLead Nurturing Campaign
    • 19. Step 1:
      Determine Your Goal
    • 20. Reawaken
      Cold Leads
    • 21. Increase
      Lead Quality
    • 22. Generate
      New Leads
    • 23. Step 2:
      Select a Persona & Business Problem
      Kadient photo by: David Meerman Scott
    • 24.
    • 25. Visitors
      Leads
      Customers
      Step 3:
      Map Content to Every Stage of the
      Sales Funnel
    • 26. Visitors
      Leads
      Customers
      12 Quick Tips to Search Google Like an Expert
      Think Like a Publisher:
      3 Tips to Generate
      More Leads
      Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot
    • 27. Sample Lead Nurturing Series
    • 28. Tips for Content Creation
      Invest in content creation (people, time)
      Create content for each stage of the sales funnel
      Make content creation a routine
      Reuse content when possible
      Recruit others (other departments, guests, interviews)
    • 29. Step 4:
      Set Yourself Up for Smarketing Success
    • 30. Communicate Campaigns
      Who gets what?
    • 31. Provide Soundbites
      How do I follow up?
    • 32. Share Results
      What worked? What didn’t?
    • 33. Score Leads
      How do I prioritize?
    • 34. Ask for Feedback
      How was lead quality?
      How was lead quantity?
    • 35. Step 5:
      Measure & Improve
    • 36. What to Measure: Branding & Awareness
    • 37. What to Measure: Quality Conversions
    • 38. What to Measure: New Leads Generated
    • 39. What to Measure: Quality Metrics
    • 40. 5 Steps to a Successful Campaign
      Determine your goal
      Select persona & business problem
      Create content for each stage of the funnel
      Setup for smarketing success
      Measure and improve
    • 41. Business Results
    • 42. Knowledge Management Associates
      Retained contact with 20-30% more event leads that were typically lost with prior event registration platform
    • 43. ProofreadNOW
      “More prospects are ‘closing’ themselves – sending a document for review or emailing a question directly … turning into a real inbound inquiry after having been nurtured.”
      • ConniEversull,
      Director Sales & Marketing
    • 44. ProofreadNOW
    • 45. Threadless
      “Open this email or say goodbye forever”
      re-engagement campaign added 2,400 subscribers back to list.
    • 46. Threadless
    • 47. Deliver Results with Automated Email Lead Nurturing
      AMA Tampa
      Ellie Mirman
      Inbound Marketing Manager
      HubSpot
      Twitter: @ellieeille
    • 48. Extra Credit
    • 49. Lead Nurturing
      is more than
      Email Marketing
    • 50. 65% of buyers use social media in their research & vendor selection process
      Source: Genius.com / DemandGen Report
    • 51. 37% posted questions on social networking sites looking for suggestions/feedback
      Source: Genius.com / DemandGen Report
    • 52. More than 20% connected directly with potential solution providers via social networking channels
      Source: Genius.com / DemandGen Report
    • 53. Case Study