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.

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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  • 1. Building Prospect Relationships through Inbound Nurturing Ellie Mirman
  • 2. When you do Inbound Marketing right, you attract potential customers early in the sales and marketing process.
  • 3. That means you need to nurture those leads until they are qualified and ready to buy.
  • 4. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy. Source: Gleanster Research
  • 5. Only 33% of B2B marketers say they have an effective lead nurturing process. Source: Executive Benchmark Assessment Survey / DemandGen Report
  • 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. AGENDA Benefits of Inbound Nurturing1 2 3 5 Steps to Create a Successful Campaign Inbound Nurturing Beyond the Inbox
  • 8. Benefits of Inbound Nurturing1
  • 9. 1 Establish contact immediately 9 Benefits of Lead Nurturing 35-50% of sales go to the vendor that responds first. -InsideSales.com
  • 10. 1 Establish contact immediately 2 Build thought leadership 9 Benefits of Lead Nurturing
  • 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. 1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain 9 Benefits of Lead Nurturing
  • 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. 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. 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. 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. 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. 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. 5 Steps to Create a Successful Campaign2
  • 20. Step 1: Understand Your Buyer Personas
  • 21. TIP: Segment your nurturing by persona to tailor content to each persona’s specific challenges.
  • 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. Step 2: Determine Your Goal
  • 24. TIP: Your goal may differ at different stages of the funnel and different personas.
  • 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. 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. 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. 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. Step 4: Set Up for Smarketing Success
  • 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. Step 5: Measure & Improve
  • 32. TIP: Be diligent about having a metric for everything you do. This ensures that every activity has a purpose.
  • 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. Inbound Nurturing Beyond the Inbox3
  • 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. But people consume information in many ways.
  • 37. Social Nurturing
  • 38. Website Nurturing
  • 39. Retargeting
  • 40. 1:1 Nurturing Leveraging Your Data
  • 41. Leverage all of your channels, your content, and your people to nurture inbound prospects into inbound customers.
  • 42. THANK YOU. ellie@hubspot.com twitter.com/ellieeille linkedin.com/in/elliemirman