From Subscriber to Sale: Lead Nurturing Best Practices

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Learn from Principal Inbound Professor, Issac Moche, who shared Email and Lead Nurturing Best Practices at the July 2016 Austin HubSpot User Group.

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From Subscriber to Sale: Lead Nurturing Best Practices

  1. 1. Welcome to
  2. 2. First time at HUG? We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.
  3. 3. Agenda: 11:30-11:50am- sign in/network/fill out lunch order card 11:50am- Announcements 12:00pm-12:45 pm- Welcome Isaac Moche from HubSpot 12:45pm- Wrap up
  4. 4. Upcoming HUG Events: August 18: Summer happy hour. Stay tuned for more details. September 15: HUG meeting at Flying Saucer
  5. 5. Reminders about changes to HUG • We’ll be sending out a survey after each HUG meeting to get your feedback. • If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.
  6. 6. HUG is GROWING Great news: we’ve had record numbers of RSVPs for the last few meetings. In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.
  7. 7. If 10 members use code: Win a copy of an inbound influencer’s book (We will have a variety of options from current & past INBOUND speakers while supplies last) If 20 members use code: Win exclusive HUG branded swag that will make your INBOUND experience extra delightful Group with the most codes used: Entire group gets access to reserved up- front seating during all keynotes & INBOUND Rocks! INBOUND 2016 Prizes for HUGs Our Code: HUGAustin
  8. 8. WELCOME!AUSTIN HUG 7/22/2016 Isaac Moche Principal Inbound Professor, HubSpot
  9. 9. 1.Why is lead nurturing important? 2. How to create an effective lead nurturing strategy 3. What does effective lead nurturing look like? AGENDA
  10. 10. 1 WHY IS LEAD NURTURING IMPORTANT?
  11. 11. LEAD NURTURINGThe process of building relationships with prospects with the goal of earning their business when they are ready.
  12. 12. 73%of your leads will not be sales-ready when first generated SOURCE: GLEANSTER
  13. 13. NURTURING IS EXACTLY WHAT IT SOUNDS LIKE – HELPING SOMEONE GROW.
  14. 14. Lead nurturing is like dating. You have to spend time establishing a relationship by building trust. Source: Snapwire Snaps
  15. 15. “MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.” -SCOTT BRINKER
  16. 16. 2 HOW TO CREATE AN EFFECTIVE LEAD NURTURING STRATEGY
  17. 17. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Use lifecycle marketing to guide your nurturing
  18. 18. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Use lifecycle marketing to guide your nurturing
  19. 19. 1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales TRADITIONAL LEAD NURTURING
  20. 20. 1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales SALES-FIRST LEAD NURTURING
  21. 21. 1. Convert Lead 2. Nurture 3. Pause 4. Try Again LEAD NURTURING AS A GATEKEEPER
  22. 22. • How many leads do you get each month? • Through which channels do you get generate those leads? • Do you have a sales force? If so, how many reps do you have? • What is your business model? • How long is your sales cycle? THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:
  23. 23. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Use lifecycle marketing to guide your nurturing
  24. 24. LIFECYCLE MARKETING How you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.
  25. 25. • Subscribing to your blog • Filling out a contact form • Requesting a consultation • Downloading a key offer POTENTIAL KEY TOUCHPOINTS
  26. 26. BEHAVIOR-RELATED TRIGGERS Email OpensConversion Events Page Views
  27. 27. MARKETING INTELLIGENCE RELATED TRIGGERS Original SourceSocial Media Data Web Analytics
  28. 28. PEOPLE USED TO SAY BUYER BEWARE. NOW IT’S SELLER BEWARE.
  29. 29. Loyal customers are worth up to as much of their first purchase. SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS 10X
  30. 30. • Transactional emails • Welcome emails • Confirm appointments • Recap meetings • A new point of contact • Time for repurchase or renewal USING EMAIL WITH CUSTOMERS
  31. 31. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Use lifecycle marketing to guide your nurturing
  32. 32. BEHAVIORAL EMAILSending targeted emails to your contacts based on their actions and behaviors.
  33. 33. 1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior HOW TO DO BEHAVIORAL EMAIL
  34. 34. 1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior HOW TO DO BEHAVIORAL EMAIL
  35. 35. Your contact database is 
 the nerve center for 
 all of your Inbound efforts.
  36. 36. STORE INFORMATION SURFACE INFORMATION • Website activity • Email engagement • Social Media activity • Form submissions • Conversion information • Integrations • Personalize email • Build Lists • Trigger marketing automation • Define Personas • Lead Intelligence
  37. 37. THE CONTACT RECORD CONSOLIDATES TOUCHPOINTS
  38. 38. 1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior HOW TO DO BEHAVIORAL EMAIL
  39. 39. BEHAVIOR IS THE CAUSE, EMAIL IS THE RESULT Behavior Email
  40. 40. • Lead submits form -> confirm download and link to content • Lead views case study page -> send most popular case study • Lead hasn’t viewed blog in 90+ days -> send email saying you miss them and link to best blog posts. BEHAVIORAL EMAIL EXAMPLES
  41. 41. 1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior HOW TO DO BEHAVIORAL EMAIL
  42. 42. • What do I want the reader to do? • Why should they do it? • How will they know how to do it? ASK YOURSELF
  43. 43. Registering for a webinar Downloading a whitepaper offer Subscribing to your blog IDENTIFY A CLEAR ACTION THAT YOU CAN QUANTIFY
  44. 44. • Lead submits form -> confirm download and link to content • Lead views case study page -> send most popular case study • Lead hasn’t viewed blog in 90+ days -> send email saying you miss them and link to best blog posts. BEHAVIORAL EMAIL EXAMPLES
  45. 45. WHAT DOES EFFECTIVE LEAD NURTURING LOOK LIKE?3
  46. 46. THANK YOU.

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