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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

Published in: Business, Technology
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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 http://offers.hubspot.com/free-trial

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