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Presents:
Building conversion paths for
effective lead generation
22nd March 2016
#DerbyHUG
Hello
Natasha Cartwright & Emma Jones
@nkcartwright @emma1j
Why are we here again?
• Part One – Setting up for success
- Setting up your campaign using measurable goals
- Developing ...
Start with a plan
Start with measurable goals
• 2000
people walk
past
• 200 come in
• 50 buy a
cake
• 2000
people walk
past
• 300 come in
• 75 buy a
cake
Start with measurable goals
Using the campaign tool
Playbook for
your
marketing
campaigns!
Developing Buyer Personas
Demographic
A day in the life
Pain points
Goals
Common Objections
Real life quotes
Elevator Pitc...
BACKGROUND:
• Marketing/Operations Manager of IT firm
• Worked in the business for a long time,
from an apprentice level. ...
Audit your current content
• Product datasheets
• Brochures & marketing collateral
• Case Studies
• Emails
• Whitepapers
•...
Mapping your offer to
the Buyer’s Journey
The Buyer’s Journey
This isn’t
a new
concept …
• Will your cross country
team be wearing the best
shoe possible?
• Testimonial: The only
people who will be left
wearing ...
Auditing your current content
• Buyer persona
• Topic
• Content/offer title
• Buyer journey stage
• Content type/ format
Time for
a little
game…
Mapping content to the buyer journey
• How to insulate a basement (Blog)
• Choosing your agency partner; selection criteri...
Build it and
they will
convert …
What is a conversion path?
• CTAs
• Landing pages
• Thank you pages
• Lead nurturing
Step 1: Call-to-action
Step 2 : Capturing a visitor with a click
Effective call-to-action
Best Practices For CTAs
Match the CTA with the headline of the landing page – Offer
a congruent experience for the reader
...
Step 3: Landing pages
Creating a landing page that converts
Landing pages
?
Landing pages
Landing pages
Landing pages
Automated follow-up
Landing page Best Practice
Create a clear, compelling header so the visitor understands the purpose of the
page – Remember...
Step 4: Thank you pages
Thank You Pages
Best Practices For Thank You Pages
Be sure the download link stands out and is very easy to find – Think Blink Test!
Consi...
Q&A + Networking Break
Marketing
Automation:
Creating emails that convert
Lead nurturing workflow logic best practices
Identify your goal
Identify which contacts should be enrolled in your workflo...
Lead nurturing email best practices
Workflow
tool: Live
walkthrough
Marketing Mary
Awareness
>>>
Consideration
Any
Questions?
Derby HubSpot User Group: Building Conversion Paths for Effective Lead Generation
Derby HubSpot User Group: Building Conversion Paths for Effective Lead Generation
Derby HubSpot User Group: Building Conversion Paths for Effective Lead Generation
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Derby HubSpot User Group: Building Conversion Paths for Effective Lead Generation

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Presentation slides from the March Derby HUG session, covering:
- How to plan and implement measurable, persona led campaigns
- Aligning existing content to the buyer journey
- An overview of marketing automation best practice
- Setting up lead nurturing workflows using HubSpot

Published in: Marketing
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Derby HubSpot User Group: Building Conversion Paths for Effective Lead Generation

  1. 1. Presents: Building conversion paths for effective lead generation 22nd March 2016 #DerbyHUG
  2. 2. Hello Natasha Cartwright & Emma Jones @nkcartwright @emma1j
  3. 3. Why are we here again? • Part One – Setting up for success - Setting up your campaign using measurable goals - Developing a content plan based on your personas - Best practice tips for creating lead generation assets - Creating emails that convert: Using marketing automation to nurture your leads • Part Two - Conversion workshop - Creating a lead nurturing workflow
  4. 4. Start with a plan
  5. 5. Start with measurable goals • 2000 people walk past • 200 come in • 50 buy a cake
  6. 6. • 2000 people walk past • 300 come in • 75 buy a cake Start with measurable goals
  7. 7. Using the campaign tool Playbook for your marketing campaigns!
  8. 8. Developing Buyer Personas Demographic A day in the life Pain points Goals Common Objections Real life quotes Elevator Pitch Marketing Message
  9. 9. BACKGROUND: • Marketing/Operations Manager of IT firm • Worked in the business for a long time, from an apprentice level. Knows a lot about the business. • Married without children DEMOGRAPHICS: • Skews male • 28-45 IDENTIFIERS: • Straight talking – no time for fluffy conversations • Probably has an assistant screening calls • Likes the statistics to do the talking, not afraid to get into the technical detail. Buyer Persona - IT Ian
  10. 10. Audit your current content • Product datasheets • Brochures & marketing collateral • Case Studies • Emails • Whitepapers • Blog posts? • eBooks?
  11. 11. Mapping your offer to the Buyer’s Journey
  12. 12. The Buyer’s Journey
  13. 13. This isn’t a new concept …
  14. 14. • Will your cross country team be wearing the best shoe possible? • Testimonial: The only people who will be left wearing other shoes will either uninformed or idiots.” • You are no longer uninformed
  15. 15. Auditing your current content • Buyer persona • Topic • Content/offer title • Buyer journey stage • Content type/ format
  16. 16. Time for a little game…
  17. 17. Mapping content to the buyer journey • How to insulate a basement (Blog) • Choosing your agency partner; selection criteria for success (eBook) • Test drive our cloud portal (demo) • The pocket guide to working at height (eBook) • Order your undergraduate prospectus (offer) • Mirage develops bespoke CNC gantry milling machine for shipbuilding project (Case Study)
  18. 18. Build it and they will convert …
  19. 19. What is a conversion path? • CTAs • Landing pages • Thank you pages • Lead nurturing
  20. 20. Step 1: Call-to-action
  21. 21. Step 2 : Capturing a visitor with a click
  22. 22. Effective call-to-action
  23. 23. Best Practices For CTAs Match the CTA with the headline of the landing page – Offer a congruent experience for the reader Tell the reader what to do – Download Our Ebook, Request a Demo Use pictures: cover of the content offer, picture that relates – Remember blink test! Place your CTAs on pages that match your reader’s needs (e.g. case studies on a pricing page) - Use the buyer’s journey to determine where to place CTAs Give the visitor a reason to click on your CTA - Use fear & doubt to attract click through
  24. 24. Step 3: Landing pages
  25. 25. Creating a landing page that converts
  26. 26. Landing pages ?
  27. 27. Landing pages
  28. 28. Landing pages
  29. 29. Landing pages
  30. 30. Automated follow-up
  31. 31. Landing page Best Practice Create a clear, compelling header so the visitor understands the purpose of the page – Remember the blink test! Use a sub-header to promote the benefit of the offer Include an Image on the page. PRO TIP: Use the cover of the offer Relate to the problem or issue you are solving for in the top paragraph. Build the reader’s interest! Use bullet points to highlight items the reader will take away – Use numbers & “How to” lines Provide a wrap up sentence to build urgency for the reader – Play on the readers fears or problems Add form fields based on where offer fits In the buyers journey – Use Smart Forms to help make this easier
  32. 32. Step 4: Thank you pages
  33. 33. Thank You Pages
  34. 34. Best Practices For Thank You Pages Be sure the download link stands out and is very easy to find – Think Blink Test! Consider the next step you want the lead to take – remember the buyers journey Give a brief description on what the person should do – Loop in your Sales team for input on this Provide the next stage in the conversion path for your lead, eg. awareness to consideration stage Make sure to return the navigation to the Thank You Page
  35. 35. Q&A + Networking Break
  36. 36. Marketing Automation: Creating emails that convert
  37. 37. Lead nurturing workflow logic best practices Identify your goal Identify which contacts should be enrolled in your workflow Select appropriate number and type of emails to send Choose time delay between emails sent Identify contacts to suppress from your workflow
  38. 38. Lead nurturing email best practices
  39. 39. Workflow tool: Live walkthrough
  40. 40. Marketing Mary Awareness >>> Consideration
  41. 41. Any Questions?

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