HubSpot Power Point

Deliver Results with Automated Email Lead Nurturing
AMA Tampa
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

Only 33% of B2B marketers say they have an effective lead nurturing process.
Source: Executive Benchmark Assessment Survey / DemandGen Report

Only 25% of leads are legitimate and should go to sales.
50% are qualified but not ready to buy.
Source: Gleanster Research

Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts.
Source: SilverPop / DemandGen Report

9 Benefits of Lead Nurturing

Establish contact immediately

35-50% of sales go to the vendor that responds first.
Source: InsideSales.com

Build thought leadership
Maintain consistent communication

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

Identify interest/pain
Find segmentation opportunities

Segmented emails get 50% more clicks.
Source: MarketingSherpa

Maintain or increase engagement
Automate nurturing through sales cycle
Find cross-sell and up-sell opportunities

Nurtured leads have9% higher average deal size
and 23% shortersales cycle
Source: Market2Lead

Encourage referrals / new lead generation

Email marketing to existing leads can generate significant new leads

Encourage referrals / new lead generation

5 Steps to a SuccessfulLead Nurturing Campaign

Step 1:
Determine Your Goal

Reawaken
Cold Leads

Increase
Lead Quality

Generate
New Leads

Step 2:
Select a Persona & Business Problem
Kadient photo by: David Meerman Scott

Visitors
Leads
Customers
Step 3:
Map Content to Every Stage of the
Sales Funnel

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

Sample Lead Nurturing Series

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)

Step 4:
Set Yourself Up for Smarketing Success

Communicate Campaigns
Who gets what?

Provide Soundbites
How do I follow up?

Share Results
What worked? What didn’t?

Score Leads
How do I prioritize?

Ask for Feedback
How was lead quality?
How was lead quantity?

Step 5:
Measure & Improve

What to Measure: Branding & Awareness

What to Measure: Quality Conversions

What to Measure: New Leads Generated

What to Measure: Quality Metrics

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

Business Results

Knowledge Management Associates
Retained contact with 20-30% more event leads that were typically lost with prior event registration platform

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

ProofreadNOW

Threadless
“Open this email or say goodbye forever”
re-engagement campaign added 2,400 subscribers back to list.

Threadless

Deliver Results with Automated Email Lead Nurturing
AMA Tampa
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

Extra Credit

Lead Nurturing
is more than
Email Marketing

65% of buyers use social media in their research & vendor selection process

37% posted questions on social networking sites looking for suggestions/feedback

More than 20% connected directly with potential solution providers via social networking channels

Case Study

HubSpot Power Point

by AMA Tampa Bay on Mar 30, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 32

Statistics

HubSpot Power Point — Presentation Transcript