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Lead Nurturing Beyond the Inbox - INBOUND14

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When you hear the phrase "marketing automation," what do you think of first? A detailed diagram of emails sent to different segments, broken out by email engagement, drawing a line from lead to customer? This has become the norm, yet it is among the least effective lead nurturing efforts you can set up as a marketer. Join this session to learn how to set up a multi-channel lead nurturing campaign to reach your prospective customers via email, social media, and other effective media.

Published in: Marketing

Lead Nurturing Beyond the Inbox - INBOUND14

  1. 1. #INBOUND14 Lead Nurturing Beyond the Inbox Ellie Mirman Inbound Marketing Funnel Manager, HubSpot
  2. 2. ELLIE MIRMAN @ellieeille Tomorrow is my 7-year HubSpot anniversary.
  3. 3. Lead Nurturing = marketing activities that engage leads to more effectively move them through the funnel and become customers. #INBOUND14
  4. 4. #INBOUND14 How many of the people you attract are turning into paying customers?
  5. 5. #INBOUND14 Visit Prospect Lead MQL Opportunity Customer What percentage of your contacts are moving from one funnel stage to the next?
  6. 6. If your lead nurturing is effective, you’ll see more customers and revenue from the same top of the funnel marketing efforts. #INBOUND14
  7. 7. #INBOUND14 Therefore, measure the effectiveness of your lead nurturing by the lead-to-customer percentage.
  8. 8. #INBOUND14 Small differences give you great leverage.
  9. 9. #INBOUND14 75% of marketers’ budgets go toward nurturing existing leads. Bizo, 2014
  10. 10. #INBOUND14 Traditionally, marketers did this through email automation.
  11. 11. #INBOUND14 But email is just one of many forms of media that buyers consume.
  12. 12. We’re hitting the same one note over and over again. #INBOUND14
  13. 13. #INBOUND14 Let’s see what the nurturing experience looks like today…
  14. 14. #INBOUND14 Wake up and check email…
  15. 15. #INBOUND14 Go to work, catch up on social…
  16. 16. #INBOUND14 Visit website to review product material…
  17. 17. #INBOUND14 Go to social to ask for product reviews, hear from competitor…
  18. 18. #INBOUND14 Sales rep follows up wanting to schedule a demo…
  19. 19. #INBOUND14 Why haven’t marketers shifted lead nurturing efforts to where buyers are?
  20. 20. #INBOUND14 It’s time to expand lead nurturing beyond the inbox.
  21. 21. #INBOUND14 4 Ways to Nurture Beyond the Inbox
  22. 22. #INBOUND14 Universe of Lead Nurturing Paid Retargeting Social Nurturing Website Smart Content Offline Activities … and, of course, Email
  23. 23. #INBOUND14 PAID RETARGETING
  24. 24. #INBOUND14 What is it?
  25. 25. #INBOUND14 Retargeting, or remarketing, is a form of online targeted advertising by which you target contacts who have already engaged with you.
  26. 26. Goal of retargeting: Engage your prospect with content that educates and persuades them to take the next step. #INBOUND14
  27. 27. #INBOUND14 Example 1 Visit product page 2 See ad for reviews
  28. 28. 4 Steps to Use Paid Media for Lead Nurturing #INBOUND14
  29. 29. #INBOUND14 1. Create Your Audience How will you build your target audience? Pixel-Based List-Based Lookalike 1 2 3 4
  30. 30. #INBOUND14 Which method do you choose? PRO CON Pixel-based Timely Specific Behavior-based Low volume Time-intensive List-based Highly customizable Leverage all your data Focus on converting existing contacts Low match rates require large lists Static, not timely Often requires 3rd party Lookalike Expand the audience size Expand your reach Displaying same content to people at earlier stage in the funnel
  31. 31. #INBOUND14 1. Create Your Audience What filters will you use to identify your audience? Demographics: persona, lifecycle, industry, etc. Behaviors: viewed product pages, requested demo, using competitive products, etc. 1 2 3 4
  32. 32. #INBOUND14 2. Pick the Content/ Destination What content will educate and persuade them to take the next step? Product Content 1 2 3 4
  33. 33. #INBOUND14 2. Pick the Content/ Destination What content will educate and persuade them to take the next step? Third Party Reviews 1 2 3 4
  34. 34. #INBOUND14 2. Pick the Content/ Destination What content will educate and persuade them to take the next step? Case Studies 1 2 3 4
  35. 35. #INBOUND14 2. Pick the Content/ Destination What content will educate and persuade them to take the next step? MQL Landing Pages 1 2 3 4
  36. 36. #INBOUND14 1 2 3 4 3. Choose the Network Where will your contacts see your ad?
  37. 37. #INBOUND14 1 2 3 4 3. Choose the Network What tools will you use to launch your ads?
  38. 38. #INBOUND14 4. Launch Your Ads & Optimize Craft the headline, image, tracking URL, budget, and any other details required for each platform. ads.twitter.com facebook.com/ads/create linkedin.com/ads other retargeting login 1 2 3 4
  39. 39. #INBOUND14 4. Launch Your Ads & Optimize Check in daily for quick optimization like bid and headline copy. x 1 2 3 4
  40. 40. #INBOUND14 Paid Media Nurturing Best Practices
  41. 41. #INBOUND14 Images win.
  42. 42. #INBOUND14 This tweet got 7x the engagement… …compared to its image-free version
  43. 43. #INBOUND14 Test and optimize the creative.
  44. 44. #INBOUND14 Test the creative: images, headlines, etc.
  45. 45. #INBOUND14 Leverage stories.
  46. 46. #INBOUND14 These behavior-based case study ads got 2-3x the engagement
  47. 47. #INBOUND14 SOCIAL MEDIA NURTURING
  48. 48. #INBOUND14 What is it?
  49. 49. Social nurturing is the act of engaging with qualified contacts in social media to respond to their product evaluation inquiries. #INBOUND14
  50. 50. Goal of social nurturing: Take advantage of 1:1 conversations with your prospects that are actively evaluating your product/service. #INBOUND14
  51. 51. #INBOUND14 Example 1 Tweet with question 2 Response and follow up
  52. 52. 4 Steps to Use Social Media for Lead Nurturing #INBOUND14
  53. 53. #INBOUND14 1 2 3 4 1. Create Streams Product Questions: people asking for a demo or product information
  54. 54. #INBOUND14 1 2 3 4 1. Create Streams Competitor Mentions: people mentioning your competitors (whether or not they mention your company)
  55. 55. #INBOUND14 1 2 3 4 1. Create Streams Industry Conversations: people talking about the industry (tip: filter for MQLs and opportunities)
  56. 56. #INBOUND14 2. Identify Content Take stock of your product resources to use in different scenarios. Product Content 1 2 3 4
  57. 57. #INBOUND14 Third Party Reviews 1 2 3 4 2. Identify Content Third party reviews let you respond without being as self-promotional.
  58. 58. #INBOUND14 1 2 3 4 2. Identify Content Case Studies In addition to product questions, contacts may ask about customers who are like them.
  59. 59. #INBOUND14 1 2 3 4 2. Identify Content Leverage Your Customer Base Let your best customers share their stories directly with interested prospects.
  60. 60. #INBOUND14 1 2 3 4 2. Identify Content Direct 1on1 Response Prepare your responses for 1on1 interactions.
  61. 61. #INBOUND14 1 2 3 4 3. Establish Handoff Determine how to route qualified leads to sales and how they should follow up.
  62. 62. #INBOUND14 1 2 3 4 4. Monitor & Respond Monitor Twitter Social Inbox streams and direct messages. Monitor relevant LinkedIn groups and Quora threads.
  63. 63. #INBOUND14 Social Nurturing Best Practices
  64. 64. #INBOUND14 Product Questions Competitor Mentions Industry Conversations Start with top priority streams and expand from there.
  65. 65. #INBOUND14 Nurturing can include likes, favorites, and retweets.
  66. 66. #INBOUND14 Be helpful, not promotional.
  67. 67. #INBOUND14 Let others promote you instead.
  68. 68. #INBOUND14 WEBSITE SMART CONTENT
  69. 69. #INBOUND14 What is it?
  70. 70. Website smart content is content on your website that adapts to show your most qualified visitors the content to move them through the funnel. #INBOUND14
  71. 71. Goal of smart content: Adapt your website to show the content your prospects need to take the next step in their evaluation. #INBOUND14
  72. 72. #INBOUND14 Example 1 Contact receives a demo 2 Website CTA shows case study
  73. 73. #INBOUND14 4 Steps to Use Website Smart Content for Lead Nurturing
  74. 74. #INBOUND14 1 2 3 4 1. Identify Real Estate Start by identifying where on your website, blog, or other assets you can use smart content.
  75. 75. #INBOUND14 1 2 3 4 2. Create Segments Segment by persona and lifecycle and any other details to customize your content.
  76. 76. #INBOUND14 1 2 3 4 3. Adapt the Content Go big (change the call-to-action) or go for the details (change a word to speak to the segment).
  77. 77. #INBOUND14 1 2 3 4 4. Launch & Measure Measure conversion rates of high priority segments and conversion rates overall. 20% 15% 10% 5% 0% Opportunity Close Rate Jan Feb Mar Apr May Jun Pesona A Persona B Overall
  78. 78. #INBOUND14 Website Smart Content Best Practices
  79. 79. #INBOUND14 Keep your content flexible with the website’s theme.
  80. 80. #INBOUND14 Reuse smart content for quick updating.
  81. 81. #INBOUND14 Adapt both image CTAs and website text.
  82. 82. #INBOUND14 Use direct user testing feedback to see non-quantitative impact.
  83. 83. #INBOUND14 OFFLINE ACTIVITIES
  84. 84. #INBOUND14 What is it?
  85. 85. Offline activities such as events, networking, and mail can support your lead nurturing efforts offline. #INBOUND14
  86. 86. Goal of offline nurturing: Build relationships with your prospects face-to-face to strengthen your personal connection. #INBOUND14
  87. 87. #INBOUND14 Example: Events 1 Contact receives a demo 2 Contact meets exec at event
  88. 88. #INBOUND14 Example: Networking 1 Contact considering 2 purchase Contact meets existing customers at local event
  89. 89. #INBOUND14 Example: Mail 1 Contact watches 2 webinar Contact receives book on related content in the mail
  90. 90. #INBOUND14 4 Steps to Use Offline Activities for Lead Nurturing
  91. 91. #INBOUND14 1 2 3 4 1. Start Small Start with a small, manual test to determine the ROI.
  92. 92. #INBOUND14 Example: Events CEO Roundtable: Building an Inbound Marketing Machine September 1, 2020 Register >>
  93. 93. #INBOUND14 Example: Networking
  94. 94. #INBOUND14 Example: Mail
  95. 95. #INBOUND14 1 2 3 4 2. Do the Legwork Figure out budget and requirements, collect data (addresses) and people (to send to events), set appointments, etc.
  96. 96. #INBOUND14 Example Book travel Book meeting room Work with sales to identify high priority active deals with CEOs at event Set appointments with chosen executives Prepare talking points and share background information Identify desired outcome for meetings Track completed meetings and impact on deals Etc.
  97. 97. #INBOUND14 1 2 3 4 3. Provide Value Upfront Give in order to get – provide value the prospect can take no matter the result of the interaction.
  98. 98. #INBOUND14 Example
  99. 99. #INBOUND14 1 2 3 4 4. Get Feedback Collect qualitative feedback and make it quantitative.
  100. 100. #INBOUND14 Example • 6/8 meetings completed • 5/6 followed up with positive feedback • 4/6 purchased within 30 days
  101. 101. #INBOUND14 Example
  102. 102. #INBOUND14 Offline Nurturing Best Practices
  103. 103. #INBOUND14 Go targeted, not blanket blast.
  104. 104. #INBOUND14 Coordinate with other marketing and sales activities.
  105. 105. #INBOUND14 Leverage selling tools.
  106. 106. #INBOUND14 Pulling It Together
  107. 107. #INBOUND14 Photo Credit: Ilya Mirman EMAIL SOCIAL RETARGETING WEBSITE OFFLINE
  108. 108. #INBOUND14 Let’s see what the holistic nurturing experience looks like…
  109. 109. #INBOUND14 Wake up and check email…
  110. 110. #INBOUND14 Go to work, catch up on social, see ad…
  111. 111. #INBOUND14 Click on retargeting ad to smart website…
  112. 112. #INBOUND14 Go back to social to ask for product reviews, hear back from real customer…
  113. 113. #INBOUND14 Sales rep follows up with invite to attend local event to meet with VP…
  114. 114. #INBOUND14 The right content, the right place, the right time. Every place, every time.
  115. 115. #INBOUND14 THANK YOU Join the discussion: inbound.org/ellie

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