Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13

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INBOUND 2013 presentation by Maggie Georgieva.
Register for INBOUND 2014 at www.inbound.com

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Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13

  1. 1. Streamlining the Buyer’s Journey: More than Marketing Automation Maggie Georgieva #INBOUND13
  2. 2. MAGGIE GEORGIEVA @mgieva I am a horoscope junkie
  3. 3. Nurturing with Purpose: 1  Define the Right Trigger Moments
  4. 4. Nurturing with Purpose: 1  2  Define the Right Trigger Moments Create a Multi-Channel Nurturing Experience
  5. 5. Nurturing with Purpose: 1  2  3  Define the Right Trigger Moments Create a Multi-Channel Nurturing Experience Monitor and Fine-tune Your Nurturing
  6. 6. 1 DEFINE THE RIGHT TRIGGER MOMENTS
  7. 7. Look at the buyer’s journey SUBSCRIBER CUSTOMER
  8. 8. Break it up in stages SUBSCRIBER LEAD QUALIFIED LEAD OPPORTUNITY CUSTOMER
  9. 9. Goal one: convert contacts into Leads SUBSCRIBER Starting condition Goal LEAD
  10. 10. Goal two: convert Leads into MQLs SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD
  11. 11. Goal three: convert MQLs into Opportunities SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD OPPORTUNITY
  12. 12. Goal four: convert Opportunities into Customers SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD OPPORTUNITY CUSTOMER
  13. 13. Define what each stage means – contacts you don’t know much about •  SUBSCRIBER •  LEADS– •  QUALIFIED LEADS – •  OPPORTUNITIES •  CUSTOMERS contacts that have converted on your website contacts that have expressed product interest – contacts that sales has marked as sales-ready – contacts that end up buying
  14. 14. Let’s take the MQL stage as an example
  15. 15. Use workflows to streamline this journey LEAD SUBSCRIBER Workflow QUALIFIED LEAD Workflow CUSTOMER OPPORTUNITY Workflow Workflow
  16. 16. 1 Subscriber to Lead Workflow example 2
  17. 17. 1 Lead to MQL Workflow example 2
  18. 18. More segmentation, new variations #INBOUND13
  19. 19. Lifecycle stages, two personas LEAD CUSTOMER LEAD CUSTOMER Becky Philip
  20. 20. Add these details to your list(s)
  21. 21. Lead to MQL Workflow example for a specific persona
  22. 22. Why this approach? Gets you focused on the actual events and actions
  23. 23. Why this approach? Gets you focused on the actual events and actions Develops common vocabulary between marketing and sales
  24. 24. Why this approach? Gets you focused on the actual events and actions Develops common vocabulary between marketing and sales It’s scalable and can be fine-tuned easily
  25. 25. 2 HOW TO CREATE A MULTICHANNEL NURTURING EXPERIENCE
  26. 26. Different nurturing experiences CUSTOMER CUSTOMER
  27. 27. How to nurture contacts in an effective way? QUALIFIED LEAD Offer Email Workflow Call-to-action Social OPPORTUNITY CUSTOMER
  28. 28. Lead to MQL content and channels •  OFFER – content that converts to customer at a high rate •  EMAILS– promote that content in a compelling way •  WORKFLOW – •  CALL-TO-ACTION – •  SOCIAL – schedule the emails to list of Leads + Persona promote the content on your website monitoring the list of Leads + Persona
  29. 29. Choose the offer based on performance
  30. 30. Craft emails to promote the offer
  31. 31. Schedule the email to the segmented list
  32. 32. Promote the same offer through a CTA
  33. 33. Monitor this list through Social
  34. 34. Getting started, now. #INBOUND13
  35. 35. Install Workflow Recipes
  36. 36. 3 MONITOR AND FINE-TUNE YOUR NURTURING
  37. 37. Email performance in HubSpot
  38. 38. Examples of real emails in our Workflows
  39. 39. Review the emails 19% 7%
  40. 40. Another example
  41. 41. Review the emails 50% 4%
  42. 42. Monitor the offer’s performance
  43. 43. Optimize the call-to-action Leads, CTR – 1.2% Customers, CTR – 1.7%
  44. 44. Get the segments to be more granular
  45. 45. Monitor conversion rate 10 LEADS 100 SUBSCRIBERS 10% conversion rate Starting list Goal list
  46. 46. To improve is to change. -CHURCHILL
  47. 47. Improve performance through iteration " " " Refine your lifecycle stages Refine your personas Keep an eye on critical metrics
  48. 48. QUESTIONS?

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