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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

HubSpot Power Point HubSpot Power Point Presentation Transcript

  • 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
  • 9 Benefits of Lead Nurturing
    Establish contact immediately
  • 35-50% of sales go to the vendor that responds first.
    Source: InsideSales.com
  • 9 Benefits of Lead Nurturing
    Establish contact immediately
    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
  • 9 Benefits of Lead Nurturing
    Establish contact immediately
    Build thought leadership
    Maintain consistent communication
    Identify interest/pain
    Find segmentation opportunities
  • Segmented emails get 50% more clicks.
    Source: MarketingSherpa
  • 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
  • Nurtured leads have9% higher average deal size
    and 23% shortersales cycle
    Source: Market2Lead
  • 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
  • Email marketing to existing leads can generate significant new leads
  • 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
  • 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
    Source: Genius.com / DemandGen Report
  • 37% posted questions on social networking sites looking for suggestions/feedback
    Source: Genius.com / DemandGen Report
  • More than 20% connected directly with potential solution providers via social networking channels
    Source: Genius.com / DemandGen Report
  • Case Study