Deliver Results with Automated Email Lead Nurturing<br />AMA Tampa<br />Ellie Mirman<br />Inbound Marketing Manager<br />H...
Only 33% of B2B marketers say they have an effective lead nurturing process.<br />Source: Executive Benchmark Assessment S...
Only 25% of leads are legitimate and should go to sales.<br />50% are qualified but not ready to buy.<br />Source: Gleanst...
Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts.<br />Source: SilverPop / Deman...
9 Benefits of Lead Nurturing<br />
9 Benefits of Lead Nurturing<br />Establish contact immediately<br />
35-50% of sales go to the vendor that responds first.<br />Source: InsideSales.com<br />
9 Benefits of Lead Nurturing<br />Establish contact immediately<br />Build thought leadership<br />Maintain consistent com...
66% of buyers indicate“consistent and relevant communication provided by both sales and marketing organizations”is a key i...
9 Benefits of Lead Nurturing<br />Establish contact immediately<br />Build thought leadership<br />Maintain consistent com...
Segmented emails get 50% more clicks.<br />Source: MarketingSherpa<br />
9 Benefits of Lead Nurturing<br />Establish contact immediately<br />Build thought leadership<br />Maintain consistent com...
Nurtured leads have9% higher average deal size<br /> and 23% shortersales cycle<br />Source: Market2Lead<br />
9 Benefits of Lead Nurturing<br />Establish contact immediately<br />Build thought leadership<br />Maintain consistent com...
Email marketing to existing leads can generate significant new leads<br />
9 Benefits of Lead Nurturing<br />Establish contact immediately<br />Build thought leadership<br />Maintain consistent com...
5 Steps to a SuccessfulLead Nurturing Campaign<br />
Step 1:<br />Determine Your Goal<br />
Reawaken <br />Cold Leads<br />
Increase <br />Lead Quality<br />
Generate<br />New Leads<br />
Step 2:<br />Select a Persona & Business Problem<br />Kadient photo by: David Meerman Scott<br />
Visitors<br />Leads<br />Customers<br />Step 3:<br />Map Content to Every Stage of the <br />Sales Funnel<br />
Visitors<br />Leads<br />Customers<br />12 Quick Tips to Search Google Like an Expert<br />Think Like a Publisher: <br />3...
Sample Lead Nurturing Series<br />
Tips for Content Creation<br />Invest in content creation (people, time)<br />Create content for each stage of the sales f...
Step 4:<br />Set Yourself Up for Smarketing Success<br />
Communicate Campaigns<br />Who gets what?<br />
Provide Soundbites<br />How do I follow up?<br />
Share Results<br />What worked? What didn’t?<br />
Score Leads<br />How do I prioritize?<br />
Ask for Feedback<br />How was lead quality?<br />How was lead quantity?<br />
Step 5:<br />Measure & Improve<br />
What to Measure: Branding & Awareness<br />
What to Measure: Quality Conversions<br />
What to Measure: New Leads Generated<br />
What to Measure: Quality Metrics<br />
5 Steps to a Successful Campaign<br />Determine your goal<br />Select persona & business problem<br />Create content for e...
Business Results<br />
Knowledge Management Associates<br />Retained contact with 20-30% more event leads that were typically lost with prior eve...
ProofreadNOW<br />“More prospects are ‘closing’ themselves – sending a document for review or emailing a question directly...
ProofreadNOW<br />
Threadless<br />“Open this email or say goodbye forever” <br />re-engagement campaign added 2,400 subscribers back to list...
Threadless<br />
Deliver Results with Automated Email Lead Nurturing<br />AMA Tampa<br />Ellie Mirman<br />Inbound Marketing Manager<br />H...
Extra Credit<br />
Lead Nurturing<br />is more than<br />Email Marketing<br />
65% of buyers use social media in their research & vendor selection process<br />Source: Genius.com / DemandGen Report<br />
37% posted questions on social networking sites looking for suggestions/feedback<br />Source: Genius.com / DemandGen Repor...
More than 20% connected directly with potential solution providers via social networking channels<br />Source: Genius.com ...
Case Study<br />
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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 &amp; 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
  • HubSpot Power Point

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

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