Email Marketing - The Inbound Way


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91% of online consumers check their email daily.

Email marketing is the engine room of your inbound marketing strategy. It can help accelerate people through your funnel and create new leads for your company.

Join us for this live webinar to discuss how you can set up an effective email marketing program to generate and nurture leads for your company.

After viewing this webinar you will learn how to:

Create persona driven email marketing campaigns
Build lead nurturing to help educate your prospects from site visit to customer
Use context to drastically improve your stats
Generate new leads from email

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  • 1) The webinar slides and video will be emailed to everyone.2) You can ask questions on the chat panel and will answer them at the end
  • Email marketing can seem like a bit of a sad place at times when all you are doing is:- Uploading a list and sending one email to that entire list- The problem with that approach is you are basically putting email in it’s one silo. You keep repeating the same process, uploading a list and send them an email, until there is no one new to send that email to
  • That leads to problems like this:- When we look at the stats, we see that the average corporate email list decays by about 25%. - This means you are losing a lot of people because they may unsubscribe, they may move companies, their email address is no longer valid- The reality is, if the size of our available audience isn’t growing, that’s the number of people we can send emails to, our email will get less effective over time
  • This leaves us with poor targeting, a lack of useful data and an eroded list, which all helps to make email a really ineffective marketing channel for us
  • - At HubSpot we reallylook at email as a full-funnel strategy. - It doesn’t start with emailing, it starts at growing ourlist- We then move onto targeted segments and sending personalisedemails- Nurturing those leads and then measuring impact
  • The first important part of this funnel is to grow your list. The best way to make your email marketing effective is to constantly grow the top of your funnel with new contacts.
  • The way you do that is leverage inbound marketing to attract new contacts through your blog, SEO, Social media and creating valuable content offers for your audience
  • Being able to create valuable content for your audience really starts with understanding your different buyer personasThis is one of HubSpots real buyer personas. We call her Marketing Mary.  This is the one page buyer persona. What usually happens is you start out with a far longer version and condense it into a one pager. You can see we add things like biographic & demographic information. Plus we add things like her goals, challenges and why she would buy HubSpot. All of this information is going to help us develop the right kind of content for her, at each stage of the buying process. When starting out, most companies will start with a primary buying persona. Marketing Mary is our primary persona. That’s our sweet spot.
  • As the company evolves they usually end up with secondary personas. For example Owner Ollie used to be our primary persona, before we created Marketing Mary as our tools became more sophisticated.
  • Enterprise Erin was added 18 months ago as we added a lot more functionality that appealed to Enterprise marketers and we began selling a lot more in that space. These buyer personas help us to produce the right content for our different audience segments
  • Have content that offers real value, beyond just text. For example, our Owner Ollie knows great looking call to actions are important, but often doesn’t have the resources to get them done, so we gave him customisable call to actions. He can just download them and customise them himself in powerpoint.
  • Marketing Mary has to spend money on stock photos for her presentations, so we gave her 250 for free. This has been one of our best performing offers this year. Think about the things your audience are currently paying for and figure out if you can provide them for free
  • So you are creating all of this valuable content for your buyer personas and you then want to have forms on this to help you collect information on them. HubSpot makes this really easy for us. We can customise the fields so we can collect any information we want. The other great thing we can do is create forms with progressive profiling, so [explain progressive profiling]
  • You will have contact records with a history of all their touches with your company, the content they downloaded and all of the data you wanted to collect about them.
  • The second part to get right is better targeting of your audience and personalisation for the different individuals you are emailing
  • When it comes to email, marketers usually follow the 1 to many model. We just send one email to our entire audience and hope that it appeals to someone. Like a newsletter
  • Splitting your audience into different segments based on the data we have about them is going to be a more effective way to target your audienceYou can divide up your audience by whatever data makes sense for your company. For example, you could do this by industry type or employee size or even how much revenue that company earns per yearAnother great way to do this is target by where that user is in the lifecycle stageIn HubSpot we divide our audience by employee size. We then have buyer personas for each of the segments we target as we saw earlier. We can then use that information to better understand what content each of our buyer personas needs across each stage of the funnel
  • This is an example of how we build a list in HubSpot. HubSpot makes it really easy for us to do this. We can easily create a marketing list to represent marketing mary so we can start to personalise our communication for her.
  • We know segmenting your emails leads to really good results. Segmented emails get 50% more clicks than email blasts, which is a pretty huge uplift.
  • The great thing about HubSpot is we can create custom fields around virtually any piece of data we want to collect. In this example we want to build a list of people in our database that have over 1000 followers and have clicked at least one of our Tweets.This tells us two things, these people are an influencer on Twitter with a high following and are at least engaged on some topic we are discussingWe can then treat these people differently if we want. For example, maybe we want to send them emails and try get them to share the content we send with their followers, rather than trying to have them download it.
  • Having the right data will mean you can send the right content for the right people. For example, in HubSpot, we can create an offer just for our Ireland and UK audience and easily send to them.We can also send to companies of certain sizes. We’ve already seen HubSpot have different buyer personas to represent these different company sizes. It’s easy for us to tailor our content for Enterprise marketers to make sure they are getting the right content for their needs.
  • Can segment further and send them content based on what content they are interested in.In this example, we are creating a list based on what their last download was, so if they downloaded a piece of content around marketing automation, we can send them something relevant to that.If their last download was around how to marketing content, again, we could make sure we send them something that’s relevant to that topic
  • If you are collecting the right data, you can segment in lot’s of different ways and make sure you tailored your messaging to suit the needs of your audience
  • The great thing is, when you have all of this data, you can then really personalise your emails towards the individual. If we are collecting the right data, email is one of the easiest channels for us to personalise towards the needs of our different buyer personas.
  • And the great thing is, personalised emails improve click-through rates by 14%. It’s really a no brainer for marketers to both segment and personalise based on the big improvements both of these things will give us for both our open and click through rates.
  • When you think about email, you can really divide it into 3 categories.You have the top of the funnel where people first become aware of your company. They are trying to solve a problem they have, but they have no real knowledge of how you solve that for themMiddle of funnel when they are usually trying to decide between your company and some of your competitorsAnd then the bottom of the funnel when they are usually talking to some of your sales reps.Lead nurturing is tailored your content to each of those areas so you are guiding people down that funnel
  • The great thing about nurturing is they reduce the sales cycle because you are educating your prospects with all the key information they need to make a decision.** Remember, today 60% of the sales cycle is complete before your consumer ever talks to one of your sales reps. This means marketing owns way more of the funnel and is responsible for a lot more of the education process.
  • Let’s look at how this might work in the real world:John works for a mid sized company and he is interested in improving his lead generation. He is our Marketing Mary. The first email he gets is the “7 tips to increase your lead generation ebook”, then a number of days later he gets an offer about a “Live Webinar on Improving Conversion Rates”, then finally we send him something that’s very botton of the funnel like a demo of the tools he needs to increase his lead generationJoe on the other hand is the VP of Marketing at an Enterprise company. He is our Enterprise Erin. He is really focused on improving his ROI, so we put him into a separate nurturing track focused on his goal
  • Here is a really simply example of a workflow. We take everyone who visits our About Us page, 1 day later they get a free ebook on a topic that’s going to be relevant to them and 3 days later they get an invite to our webinar.The great thing about workflows is you can kick people out of them if they complete an action. For example, maybe I only want someone to engage with the ebook or webinar, not both as once they’ve engaged with a piece I am going to follow up with a demo. If someone downloads the ebook I can exclude these people from getting the webinar, they will be automatically kicked out of the workflow
  • This is what the workflows tool looks like in HubSpot, its’ really easy to setup:We just pick the emails we want to sendAnd the delay between each emailWe then target it to the list of contacts we are nurturing
  • Segment by industry (example)Segment by life cycle stage
  • Email Marketing - The Inbound Way

    1. 1. Email Marketing: The Inbound Way Kieran Flanagan, Marketing Director (EMEA), Hubspot
    2. 2. Your presenters today are: 2
    3. 3. 1 Webinar slides + video will be emailed to all. 2 Ask questions in the chat panel and we will answer them at the end.
    4. 4. Email marketing can be a sad place at times
    5. 5. 25% The average annual decay of a corporate email list. Source: Marketing Sherpa
    6. 6. Only 31% of B2B marketers can segment emails based on where leads are in the sales cycle . Source: Marketing Sherpa
    7. 7. 37% of B2B marketers say lack of data is a major obstacle to targeting emails. Source: B2B Magazine
    8. 8.  Leaves us with poor targeting, a lack of useful data and an eroded list.
    9. 9. Let’s fix that
    10. 10. Build and Grow Your List Create Targeted Segments 4 Email as a full-funnel strategy Create, Personalize, Send Nurture Your Leads Converting those email leads Measure Impact Agenda
    11. 11. Grow Grow Better Your List Your List Targeting & Data Collection 1 1 1
    12. 12. Fill the Top of the Funnel 1 1 Grow Better Your Database Targeting & Data Collection
    13. 13. MARKETING MARY • • • • • Primary Professional marketer (VP, Director, Manager) Mid-sized company (25-200 employees) Small marketing team (1-5 people) BComm (BU), MBA (Babson) 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
    14. 14. OWNER OLLIE • • • • • Secondar y Business owner (Founder, President, Partner) Small business (1-10 employees) Industry expert with no marketing experience BA History (University of Illinois) 44, Married, 3 Kids (20, 16, and 11) Goals: • Deliver on past sales • Generate new sales • Keep the business running Challenges: • Lack of marketing expertise • No control over marketing assets • No time or budget for marketing Loves HubSpot because: • Get more sales and leads • Get control over marketing assets • Learn Inbound Marketing
    15. 15. ENTERPRISE ERIN • • • • • Secondar y Director of Marketing Operations (VP Marketing , Product Marketing) Large company (200-2,000 employees) Marketing team of 15+ BS (Merrimack), MBA (Bentley) 30, Married recently Goals: • Demand/pipeline generation • Campaign execution and coordination Challenges: • Working with sales • Data & technlogy overload • Selling use cases to IT, Legal, Sales, Execs • • • • Loves HubSpot because: Integration with all of her systems Homebase for marketing with takeaways Easy to execute on campaigns Stay at the forefront of marketing
    16. 16. Grow your list
    17. 17. 2 1 Better Targeting & Targeting & Personalisation Data Collection
    18. 18. Create targeted segments
    19. 19. Segmented emails get 50% more clicks than email blasts. Source: Marketing Sherpa
    20. 20. Collecting the Right Data • • • • • • • • • • • Geography Age Gender Persona Organisation type Organisation size Industry Job function Seniority Past purchases Frequency of purchase or visit • Purchase cycle • • • • • • • • • • • • Content topic Content format Interest level Education level Change in behavior Lifecycle stage Email type Satisfaction index Form abandonment Social media activity Number of conversions Current products
    21. 21. Personalisation helps a lot
    22. 22. Personalized emails improve click-through rates by 14%. Source: The Aberdeen Group
    23. 23. 3 Happier List with Better Nurturing
    24. 24. Top of the funnel Middle of the Funnel Bottom of the Funnel The decision process
    25. 25. Nurtured leads have a 23% shorter sales cycle. Source: Market2Lead
    26. 26. 1. 7 Tips to Increase Your Lead Generation ebook 5 Ways to Increase Your Return on Investment 2. Live Webinar on Free ROI Assessment Improving Conversion Report Rates 3. Demo of Contacts/EM Demo Of Analytics
    27. 27. 33 2 4 Create a Create a to Create Context Broad Marketing Content Personalise Strategy Assets your Funnel withMachine Context
    28. 28. Narrow Context Marketing Strategy. Email Marketing Relevant List Segment Dynamic Subject Line Dynamic Body Copy Dynamic CTA
    29. 29. The key to Context Marketing success is a broad strategy that focuses on the individual.
    30. 30. The Broad Context Marketing Strategy. Personas Dynamic Email Content Dynamic Website Images & Copy Personalised Social Media Engagement Mobile Optimised Personalised Landing Pages
    31. 31. 5 Grow Your List with Email
    32. 32. You need to know your Personas,
    33. 33. You need to know your Content mix,
    34. 34. You can produce new leads from Email.
    35. 35. THANK YOU Get Your Trial