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Multi-ChannelLead NurturingEllie MirmanMarketer & Customer Researcher at HubSpot@ellieeille
SO, HOWDOES THISACTUALLYWORK?
A case study
PRINCIPLE #1:UNDERSTANDYOURCUSTOMERS
Where are your customers?
What are their problems? 1    What makes their job difficult?     22      What are they searching for?  3     What are the...
1 What makes their job difficult?• Interview customers and potential customersabout their job• What are they trying to do?...
2 What are they searching for?
3 What are they talking about?
PRINCIPLE #2:SOLVEPROBLEMS
Now that you know their problems… 1    Create content around customer      problems.     22      Publish and share that co...
The funnel needs a variety of content                      Website Visitors         TOFU(Top of the Funnel)               ...
Map content to the stages of the funnel12 Quick Tips to SearchGoogle Like an Expert                                       ...
PRINCIPLE #3:CATCH ‘EMWHILETHEY’RE HOT
What do you want them to do next?• Download a whitepaper• Request a demo• Subscribe to your blogWhat gets them to the next...
Focus onone stepat a time
LEAD NURTURINGIS ABOUTMORE THANEMAIL
65% of buyers use social                              media in their research &                              vendor select...
37% posted questions on social                        networking sites looking for                             suggestions...
More than 20% connected directly with    potential solution providers via social    networking channelsSource: Genius.com ...
You need tobe in multiple    places
THANK YOU!QUESTIONS?Ellie MirmanMarketer & CustomerResearcher at HubSpot@ellieeilleHubSpot.com/EllieMirman
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Multi-Channel Lead Nurturing

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Presented at the Target Marketing InterAct Virtual Conference - August 23, 2011.

Published in: Technology, Business

Multi-Channel Lead Nurturing

  1. 1. Multi-ChannelLead NurturingEllie MirmanMarketer & Customer Researcher at HubSpot@ellieeille
  2. 2. SO, HOWDOES THISACTUALLYWORK?
  3. 3. A case study
  4. 4. PRINCIPLE #1:UNDERSTANDYOURCUSTOMERS
  5. 5. Where are your customers?
  6. 6. What are their problems? 1 What makes their job difficult? 22 What are they searching for? 3 What are they talking about?
  7. 7. 1 What makes their job difficult?• Interview customers and potential customersabout their job• What are they trying to do?• What are they trying to learn?• What do they need to show their bosses?
  8. 8. 2 What are they searching for?
  9. 9. 3 What are they talking about?
  10. 10. PRINCIPLE #2:SOLVEPROBLEMS
  11. 11. Now that you know their problems… 1 Create content around customer problems. 22 Publish and share that content where your market will find it. 3 Map content to the stage in the funnel.
  12. 12. The funnel needs a variety of content Website Visitors TOFU(Top of the Funnel) Leads MOFU (Middle of the Funnel) Sales
  13. 13. Map content to the stages of the funnel12 Quick Tips to SearchGoogle Like an Expert Think Like a Publisher: 3 Tips to Generate Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot
  14. 14. PRINCIPLE #3:CATCH ‘EMWHILETHEY’RE HOT
  15. 15. What do you want them to do next?• Download a whitepaper• Request a demo• Subscribe to your blogWhat gets them to the next stage ofthe funnel?
  16. 16. Focus onone stepat a time
  17. 17. LEAD NURTURINGIS ABOUTMORE THANEMAIL
  18. 18. 65% of buyers use social media in their research & vendor selection processSource: Genius.com / DemandGen Report
  19. 19. 37% posted questions on social networking sites looking for suggestions/feedbackSource: Genius.com / DemandGen Report
  20. 20. More than 20% connected directly with potential solution providers via social networking channelsSource: Genius.com / DemandGen Report
  21. 21. You need tobe in multiple places
  22. 22. THANK YOU!QUESTIONS?Ellie MirmanMarketer & CustomerResearcher at HubSpot@ellieeilleHubSpot.com/EllieMirman

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