1.
Increasing Lead-to-Customer Conversion Rates Using Lead Nurturing<br />Marketing Agency Training Program<br />December 2010<br />Peter Caputa IV<br />Partner Program Manager<br />Twitter: @pc4media<br />pcaputa@hubspot.com<br />#NotReadytoBuyYet<br />

2.
MOFU: Middle of the Funnel<br />

3.
Agenda<br />How Lead Nurturing Fits into the Funnel<br />Independent Data about Importance of Lead Nurturing<br />How You Can Help Move a Lead through Your Client’s Sales Funnel<br />How to Start Nurturing Leads<br />Preparing Your Client’s Sales Team for Warmer Leads<br />How to Get Help<br />

4.
Convert Visitors into Leads & Customers<br />Lead Generation<br />Lead Nurturing<br />

5.
HubSpot Conversion Funnel<br />Lead Nurturing<br />

6.
Law of 29<br />6<br />

7.
Lead Nurturing Definition(s)<br />Lead Nurturing is the process of developing a conversation between a company and a potential buyer by delivering relevant content and information through various communication channels.<br />A marketing process that uses content (offers, tools, whitepapers...) and distribution tactics (email, phone, retargeting...) to engage known prospects over a period of time. <br />7<br />

8.
Drip Marketing Definition<br />Drip Marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. <br />The phrase "drip marketing" comes from the phrase "Drip irrigation." This is an agriculture/gardening technique in which small amounts of water are fed to plants over long periods of time.<br />8<br />

9.
What are Your Client’s Business Objectives?<br />Boost Lead Volume?<br />Increasing Lead to Customer Conversion Rates?<br />Drawing More of the Decision Makers and Influencers into the Sales Funnel? <br />Reducing Length of Sales Cycle?<br />Re-Engaging Old Leads? <br />Conditioning Leads for Higher Lifetime Customer Value and Retention?<br />9<br />

10.
Questions to Ask Your Clients<br />Are your leads converting to customers at the rate you want, need or are used to? <br />How are your salespeople prioritizing which of your older leads to contact? <br />Is the length of your sales cycle going up or down? <br />When your salespeople call their leads, is it easy for them to book a call? Is it easy for them to dive right into the pains your services solves? <br />10<br />

11.
Agenda<br />How Lead Nurturing Fits into the Funnel<br />Independent Data about Importance of Lead Nurturing<br />How You Can Help Move a Lead through Your Client’s Sales Funnel<br />How to Start Nurturing Leads<br />Preparing Your Client’s Sales Team for Warmer Leads<br />How to Get Help<br />

12.
Of those surveyed by sales lead expert Mac Macintosh, 23% had bought the product or service they were inquiring about within 6 months. <br />

13.
Of those surveyed, 67% still intended to purchase, but were not yet ready. <br />

14.
According to Focus, it is only in the last third of the buying process that prospects actually want to engage with a sales representative.<br />

15.
According to DemandGen Report, nurtured leads produce – on average – a 20% increase in Sales Opportunities versus non-nurtured leads.<br />

16.
According to an MIT Study with InsideSales.com, 78% of sales that start with a web inquiry go to the company that responds FIRST!<br />

17.
Agenda<br />How Lead Nurturing Fits into the Funnel<br />Independent Data about Importance of Lead Nurturing<br />How You Can Help Move a Lead through Your Client’s Sales Funnel<br />How to Start Nurturing Leads<br />Preparing Your Client’s Sales Team for Warmer Leads<br />How to Get Help<br />

18.
What is a Sales Lead?<br />A sales lead… is the identity of a human or entity potentially interested in purchasing a product or service, and represents the first stage of a sales process. <br />

19.
Dating: Leads<br />LEAD<br />

20.
What is a Warm Qualified Sales Lead?<br />A warm, qualified, sales-ready lead fits the profile of an ideal customerwho wants to learn more and has acknowledged a business problem, as well as interest in discussing how you can help solve it. <br />

21.
Qualified Leads<br />Qualified Lead<br />

22.
Ask Yourself…<br />How can I help my clients turn more leads into customers by turning more leads into warm, sales-ready, qualified leads? <br />

23.
Conversion of Lead into Sales Opportunity…<br />Level 1 = Shows Interest<br />Level 2 = Meaningful Interaction<br />Level 3 = L2 + Need: (baNt)<br />Level 4 = L3 + Budget, Authority and Timeline: (BAnT)<br />

24.
Level 1 = Shows Interest<br />

25.
Conversion of Lead into Sales Opportunity…<br />Level 1 = Shows Interest<br />Level 2 = Meaningful Interaction<br />Level 3 = L2 + Need (baNt)<br />Level 4 = L3 + Budget, Authority and Timeline (BAnT)<br />

26.
Level 2 = Meaningful Interaction<br />

27.
BANT is a Sales Term<br />B = Budget<br />A = Authority<br />N = Need<br />T = Timeframe<br />

28.
Conversion of Lead into Sales Opportunity…<br />Level 1 – Shows Interest<br />Level 2 – Meaningful Interaction<br />Level 3 – L2 + Need (baNt)<br />Level 4 – L3 + Budget, Authority and Timeline (BAnT)<br />Marketing<br />Sales<br />

29.
Conversion of Lead into Sales Opportunity…<br />Level 1 = Shows Interest<br />Level 2 = Meaningful Interaction<br />Level 3 = L2 + Need (baNt)<br />Level 4 = L3 + Budget, Authority and Timeline (BAnT)<br />

30.
Support Tools for Sales<br />

31.
Matching Messages to the Buying Cycle<br />Early<br />White papers, newsletters, webinar<br />Middle<br />Special invitations, product/service datasheets, demos/trials<br />Later<br />Pricing, feature comparisons, testimonials, demo/trials<br />31<br />

32.
Agenda<br />How Lead Nurturing Fits into the Funnel<br />Independent Data about Importance of Lead Nurturing<br />How You Can Help Move a Lead through Your Client’s Sales Funnel<br />How to Start Nurturing Leads<br />Preparing Your Client’s Sales Team for Warmer Leads<br />How to Get Help<br />

33.
Lead Nurturing Email Ideas<br />Thank you/Welcome<br />Tips<br />FAQs<br />Online Tools<br />Blog post Series<br />CTAs<br />Existing content<br />Product Specs & Documentation<br />

34.
Implement an HTML Template if You Want..<br />

35.
HubSpot How To: Creating is Simple!<br />

36.
Writing Your Email<br />36<br />

37.
Writing Your Email<br />37<br />Email Name: <br /><ul><li> For internal use only

38.
Be descriptive</li></li></ul><li>Writing Your Email<br />38<br />From Name: <br /><ul><li> Your recipient will see this in the header

39.
Be personal, tell them who you are</li></li></ul><li>Writing Your Email<br />39<br />Reply-to email: <br /><ul><li> Your recipient will see this

40.
Be personal - don’t use noreply@yourdomain.com

41.
Make sure it is an address where you can get replies and that you check on a regular basis</li></li></ul><li>Writing Your Email<br />40<br />Subject Line: <br /><ul><li> Be concise – shorter than 45 characters to get attention and for deliverability

42.
Tell them what they are getting

43.
Be engaging – make them want to read it</li></li></ul><li>Writing Your Email<br />41<br /><ul><li> Add an attention grabbing headline

44.
You can change the colors with a call to support

45.
Include personalization

46.
${firstname}

47.
${lastname}

48.
${company}

49.
Images are additive, not the whole email!</li></ul>- Add your company name and address for CAN SPAM<br />

50.
Preview Your Email<br />42<br />

51.
Save Your Email<br />43<br />

52.
Creating the Blog Grader LN Campaign<br />

53.
Examples<br />

54.
Agenda<br />How Lead Nurturing Fits into the Funnel<br />Independent Data about Importance of Lead Nurturing<br />How You Can Help Move a Lead through Your Client’s Sales Funnel<br />How to Start Nurturing Leads<br />Preparing Your Client’s Sales Team for Warmer Leads<br />How to Get Help<br />

55.
Prepare Your Clients’ Sales Team<br />Qualified Leads<br />Nurturing Qualified, Not Ready Leads<br />Nurturing Qualifiable, Not Quite Ready Leads<br />

56.
Preparing Your Client’s Sales Team<br />Let them know what’s going on…constantly with lead flow<br />Give them sample questions (sound-bites) to ask leads<br />Share results – Good + Bad<br />Ask for lead quality + quantity feedback<br />

57.
Sales Team Preparation <br />

58.
Final Bit of Data Porn<br />According to Forrester Research, companies using Lead Nurturing, have closing rates 300% higher than their competitors who do not stay in touch with qualified and qualifiable leads. <br />50<br />

59.
Agenda<br />How Lead Nurturing Fits into the Funnel<br />Independent Data about Importance of Lead Nurturing<br />How You Can Help Move a Lead through Your Client’s Sales Funnel<br />How to Start Nurturing Leads<br />Preparing Your Client’s Sales Team for Warmer Leads<br />How to Get Help<br />

60.
How to Get Help… <br />

61.
What’s HubSpot?<br />Inbound marketing software + training<br />Over 3,500 customers in 3 years<br />170+ employees<br />

62.
Learn the Value of the HubSpot Software…<br />As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller <br />Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS<br />Gives you access to http://success.hubspot.com<br />

63.
Learn the Benefits of the Value Added Reseller Program<br />Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. <br />Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. <br />Margin share of 20% on all deals for the life of the customer<br />Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. <br />55<br />A Group that Wants to Change How the World Does Marketing!<br />

64.
Ask for Help… <br />Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request<br />Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/<br />

65.
List of Upcoming Classes/Link to Recordings<br />57<br />http://www.hubspot.com/partners/training-program/classes<br />

66.
Weekly Email about Upcoming Classes - Thursday<br />58<br />

67.
Live Webinar: Every Tuesday @ 1PM EST<br />59<br />Additional Webinars SOMETIMES on Thursday at 2PM EST<br />

68.
Register for Weekly Class(es) to Get Login<br />60<br />

69.
Some Homework & Recorded Stuff Too…<br />61<br />Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator<br />