This talk by Steven Groen, Customer Success Manager at HubSpot, will help you understand how to use HubSpot and automation to nurture leads closer to a sale.

2. How to run an effective lead
nurturing strategy

3. CUSTOMER SUCCESS MANAGER
BeNeLux
Steven Groen

4. Agenda
1. What is lead nurturing/marketing automation?
2. Ways to automate and nurture leads
3. When to nurture leads
4. Brainstorming your workflow logic
5. Nurturing Examples

5. Lead Nurturing is a marketing effort focused on
engaging with your leads and customers in a way
that progresses them towards a specific action.

6. Companies that excel at lead nurturing
generate 50% more sales at a 33% lower cost

7. Email Blasts vs. Lead Nurturing

8. Fundamental Truths of Lead Nurturing
Customer Centric:
You want your customer to feel
empowered by your business.
Should be
Helpful: You want to provide value up
front, giving your contacts something
that helps them before asking them
for a single thing.
Should be continually improved: You
want to test, learn, and iterate to create
an ever-better experience for your
contacts
Should not just be about your
company:
If your flow only talks about your
business, people will tune you out,
and your nurturing won’t be effective.
Should not be
Should not be a sales pitch: If your
flow only talks about feature lists,
price points, and discounts, people
will lose interest quickly.
Should not be left on autopilot: If you
leave your flow running for long periods
without analyzing its performance, your
nurturing won’t be effective.

9. Ways to Nurture
Leads

10. Lead Nurturing
Tools in HubSpot

11. Smart CTA
Default CTA:
Contacts that have downloaded the
previous offer:

12. Progressive
Profiling

13. A/B Testing

14. Marketing
Automation:Pop
up forms/lead
flows

15. Marketing
Automation:
Workflows

16. When to nurture
leads

17. When do we nurture leads?
• After a first time conversion
• After a content offer download
• After blog subscription
• After visiting certain pages
• After attending a digital or in person event
• After a trial
• After a demo
• After an abandoned purchase
• After not interacting for a while (Re-engagement)

18. Why are my leads
unqualified?
● They aren’t ready to purchase your product or
service yet
● Your product or service doesn’t fit their needs well
enough
● They don’t have the budget
● Their company is too big/small for your solution
● They are located outside of your selling territory
● They used fake contact information
● They’re not engaging with your content
● They don’t have the power to make decisions
● The time needed to convert them is too lengthy

19. Solution: FILTER FILTER FILTER!

20. Brainstorming your
workflow logic

21. Getting from A to B
A B
YOUR
AUDIENCE YOUR GOAL

22. CONTACTS WHO
DOWNLOAD A
KIT
REGISTER FOR A
WEBINAR
FORMAL GOAL:
I would like 15 contacts to sign up to my
webinar.

23. VIEW PRICING
INFORMATION
REQUEST A
CONSULTATION
CUSTOMERS AT
1 YEAR MARK
USE YOUR
PRODUCTS OR
SERVICES 10% MORE
STALE LEADS
CLICK A LINK TO A
RESOURCE ARTICLE

24. REGISTER TO A
WEBINAR
REGISTER TO A
WEBINAR
ATTEND THE
WEBINAR
ATTEND THE
WEBINAR
REQUEST
CONSULTATION
CONTACTS WHO
DOWNLOAD A KIT

25. Email
Personalisation
in HubSpot

26. Lead Nurturing Examples
EDUCATION WANDERLUST SUPPORT

27. Examples
Reminder workflow

28. Examples
Abandoned cart /
Conversion nurture

29. Examples
New Customer nurture

30. Any Questions?