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

1. Multi-Channel
Lead Nurturing
Ellie Mirman
Marketer & Customer Researcher at HubSpot
@ellieeille

2. SO, HOW
DOES THIS
ACTUALLY
WORK?

3. A case study

4. PRINCIPLE #1:
UNDERSTAND
YOUR
CUSTOMERS

5. Where are your customers?

6. What are their problems?
1 What makes their job difficult?
22 What are they searching for?
3 What are they talking about?

7. 1 What makes their job difficult?
• Interview customers and potential customers
about their job
• What are they trying to do?
• What are they trying to learn?
• What do they need to show their bosses?

8. 2 What are they searching for?

9. 3 What are they talking about?

10. PRINCIPLE #2:
SOLVE
PROBLEMS

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. The funnel needs a variety of content
Website Visitors
TOFU
(Top of the Funnel)
Leads
MOFU
(Middle of the Funnel)
Sales

13. Map content to the stages of the funnel
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher:
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot

14. PRINCIPLE #3:
CATCH ‘EM
WHILE
THEY’RE HOT

15. What do you want them to do next?
• Download a whitepaper
• Request a demo
• Subscribe to your blog
What gets them to the next stage of
the funnel?

16. Focus on
one step
at a time

17. LEAD NURTURING
IS ABOUT
MORE THAN
EMAIL

18. 65% of buyers use social
media in their research &
vendor selection process
Source: Genius.com / DemandGen Report

19. 37% posted questions on social
networking sites looking for
suggestions/feedback
Source: Genius.com / DemandGen Report

20. More than 20% connected directly with
potential solution providers via social
networking channels
Source: Genius.com / DemandGen Report

21. You need to
be in multiple
places

22. THANK YOU!
QUESTIONS?
Ellie Mirman
Marketer & Customer
Researcher at HubSpot
@ellieeille
HubSpot.com/EllieMirman