0
Building Prospect Relationships
through Inbound Nurturing
Ellie Mirman
When you do
Inbound
Marketing right,
you attract
potential
customers early
in the sales and
marketing
process.
That means you
need to nurture
those leads
until they are
qualified and
ready to buy.
Only 25% of leads are legitimate
and should go to sales.
50% are qualified but not
ready to buy.
Source: Gleanster Research
Only 33% of B2B marketers say they have
an effective lead nurturing process.
Source: Executive Benchmark Assessment Survey...
According to Forrester Research,
companies that excel at lead nurturing are
able to generate 50% more sales-ready
leads at...
AGENDA
Benefits of Inbound Nurturing1
2
3
5 Steps to Create a Successful Campaign
Inbound Nurturing Beyond the Inbox
Benefits of Inbound
Nurturing1
1 Establish contact immediately
9 Benefits of Lead Nurturing
35-50% of sales go to the
vendor that responds first.
-Inside...
1 Establish contact immediately
2 Build thought leadership
9 Benefits of Lead Nurturing
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
9 Benefits of Lead Nurturin...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
9 ...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 ...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 ...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 ...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 ...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 ...
1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 ...
5 Steps to Create a
Successful Campaign2
Step 1:
Understand Your Buyer Personas
TIP:
Segment your nurturing by persona to
tailor content to each persona’s specific
challenges.
39%
34%
28%
24%
24%
24%
21%
Increased Open Rates
Greater Email Relevance
Lower Opt-Out/Unsubscribe Rates
Better Deliverabi...
Step 2:
Determine Your Goal
TIP:
Your goal may differ at different stages of
the funnel and different personas.
POTENTIAL EMAIL GOALS:
• Generate new leads: enable sharing
• Follow up on offer download: kickback email
• Collect audien...
Step 3:
Map Content to Every Stage of the Funnel
5 Free Infographic
Templates
Content Creation Kit for
Inbound Marketing C...
TIP:
Nurture leads with content that helps them
solve their problems. This will build trust
and encourage them to turn to ...
Over 75% of email revenue is now
generated by alternatives to generic
one-size-fits-all campaigns.
Personalized emails see...
Step 4:
Set Up for Smarketing Success
TIP:
Keep an open line of communication
between Sales and Marketing at all times.
Get feedback, understand their day-to-
d...
Step 5:
Measure & Improve
TIP:
Be diligent about having a metric for
everything you do. This ensures that every
activity has a purpose.
1 Understand your buyer personas
2 Determine your goal
3 Create content for each stage of the funnel
4 Setup for smarketin...
Inbound Nurturing
Beyond the Inbox3
95% of online consumers use email; 91% check email at
least once a day.
Email has longer lifespan than social media.
77% o...
But people consume
information in many ways.
Social Nurturing
Website Nurturing
Retargeting
1:1 Nurturing Leveraging Your Data
Leverage all of your channels, your content, and your people
to nurture inbound prospects into inbound customers.
THANK YOU.
ellie@hubspot.com
twitter.com/ellieeille
linkedin.com/in/elliemirman
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Building Prospect Relationships Through Inbound Nurturing

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The benefits of inbound nurturing, and steps to take to nurture leads through the sales and marketing funnel in an inbound way. Presented at the Inbound Marketing Bootcamp - May 21, 2014 - Neenah, WI.

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Transcript of "Building Prospect Relationships Through Inbound Nurturing"

  1. 1. Building Prospect Relationships through Inbound Nurturing Ellie Mirman
  2. 2. When you do Inbound Marketing right, you attract potential customers early in the sales and marketing process.
  3. 3. That means you need to nurture those leads until they are qualified and ready to buy.
  4. 4. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy. Source: Gleanster Research
  5. 5. Only 33% of B2B marketers say they have an effective lead nurturing process. Source: Executive Benchmark Assessment Survey / DemandGen Report
  6. 6. According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower the cost per lead.
  7. 7. AGENDA Benefits of Inbound Nurturing1 2 3 5 Steps to Create a Successful Campaign Inbound Nurturing Beyond the Inbox
  8. 8. Benefits of Inbound Nurturing1
  9. 9. 1 Establish contact immediately 9 Benefits of Lead Nurturing 35-50% of sales go to the vendor that responds first. -InsideSales.com
  10. 10. 1 Establish contact immediately 2 Build thought leadership 9 Benefits of Lead Nurturing
  11. 11. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 9 Benefits of Lead Nurturing 66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider. -Genius.com/DemandGen Report
  12. 12. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 9 Benefits of Lead Nurturing
  13. 13. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 9 Benefits of Lead Nurturing Segmented emails get 50% more clicks. -MarketingSherpa
  14. 14. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 9 Benefits of Lead Nurturing
  15. 15. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 9 Benefits of Lead Nurturing
  16. 16. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 8 Find cross-sell and up-sell opportunities 9 Benefits of Lead Nurturing Nurtured leads have 9% higher average deal size and 23% shorter sales cycle. -Market2Lead
  17. 17. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 8 Find cross-sell and up-sell opportunities 9 Encourage referrals/new lead generation 9 Benefits of Lead Nurturing
  18. 18. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 5 Find segmentation opportunities 6 Maintain or increase engagement 7 Automate nurturing through sales cycle 8 Find cross-sell and up-sell opportunities 9 Encourage referrals/new lead generation 9 Benefits of Lead Nurturing
  19. 19. 5 Steps to Create a Successful Campaign2
  20. 20. Step 1: Understand Your Buyer Personas
  21. 21. TIP: Segment your nurturing by persona to tailor content to each persona’s specific challenges.
  22. 22. 39% 34% 28% 24% 24% 24% 21% Increased Open Rates Greater Email Relevance Lower Opt-Out/Unsubscribe Rates Better Deliverability Increased Sales Leads Greater Revenue Greater Customer Retention % of respondents EMAIL LIST SEGMENTATION RESULTS SOURCE: LYRIS, INC.
  23. 23. Step 2: Determine Your Goal
  24. 24. TIP: Your goal may differ at different stages of the funnel and different personas.
  25. 25. POTENTIAL EMAIL GOALS: • Generate new leads: enable sharing • Follow up on offer download: kickback email • Collect audience feedback: surveys • Increase program awareness: informative copy • Nurture leads further down the funnel: resources • Facilitate sales process: CTA such as “call us” • Educate customers about new features: overview
  26. 26. Step 3: Map Content to Every Stage of the Funnel 5 Free Infographic Templates Content Creation Kit for Inbound Marketing Campaigns Request a Demo of Inbound Marketing Campaign Software Case Studies, ROI reports, RFPs
  27. 27. TIP: Nurture leads with content that helps them solve their problems. This will build trust and encourage them to turn to you when they’re ready to make a purchase.
  28. 28. Over 75% of email revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized emails see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP USE PERSONALIZATION
  29. 29. Step 4: Set Up for Smarketing Success
  30. 30. TIP: Keep an open line of communication between Sales and Marketing at all times. Get feedback, understand their day-to- day, and set up the team for success.
  31. 31. Step 5: Measure & Improve
  32. 32. TIP: Be diligent about having a metric for everything you do. This ensures that every activity has a purpose.
  33. 33. 1 Understand your buyer personas 2 Determine your goal 3 Create content for each stage of the funnel 4 Setup for smarketing success 5 Measure & improve 5 Steps to Create a Successful Campaign
  34. 34. Inbound Nurturing Beyond the Inbox3
  35. 35. 95% of online consumers use email; 91% check email at least once a day. Email has longer lifespan than social media. 77% of consumers prefer email for marketing communications. Email lets you be highly personal. Email marketing has an ROI of 4300%. 1 There are more than 3.2 billion email accounts today. 6 2 3 4 5 EMAIL NURTURING IS EFFECTIVE SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)
  36. 36. But people consume information in many ways.
  37. 37. Social Nurturing
  38. 38. Website Nurturing
  39. 39. Retargeting
  40. 40. 1:1 Nurturing Leveraging Your Data
  41. 41. Leverage all of your channels, your content, and your people to nurture inbound prospects into inbound customers.
  42. 42. THANK YOU. ellie@hubspot.com twitter.com/ellieeille linkedin.com/in/elliemirman
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