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#SLCHUG Presentation August 18 2016

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We had an awesome HubSpot Users Group event on the 18th. Two awesome presentations about email marketing and marketing automation. Enjoy the decks and put some of this to good use in your business.

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#SLCHUG Presentation August 18 2016

  1. 1. #SLCHUG Good morning
  2. 2. #SLCHUG Agenda • Welcome • Introductions & House Keeping w/ Doc • Automation Strategies w/ Lauren • Wake The Dead Workflow w/ Ian • Q&A & Wrap-up
  3. 3. #SLCHUG Decks Will Be Available Recap Post Coming
  4. 4. #SLCHUG READY?
  5. 5. #SLCHUG Cool Stuff • Welcome to the launch of SLC HUG • Our goal and charter • Volunteers encouraged
  6. 6. #SLCHUG DARIN BERNTSON @iGoByDoc Founder Co-Leader SLCHUG
  7. 7. #SLCHUG BRANDON CARTER @bscarter Marcom Manager HubSpot Customer Co-Leader of SLCHUG
  8. 8. #SLCHUG Roll Call • First Event? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
  9. 9. #SLCHUG Our Goals For SLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
  10. 10. #SLCHUG Our Goals For SLCHUG • Frequency – Minimum 4 times a year – Is there a demand for more? • These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
  11. 11. #SLCHUG May 26, 2016 - New Digs The Inbound Organization in 2016
  12. 12. #SLCHUG
  13. 13. #SLCHUG Who Wants To Sit This Close?
  14. 14. #SLCHUG
  15. 15. #SLCHUG Code: HUGSaltLakeCity for contest and $50 Discount
  16. 16. #SLCHUG Save The Date Our Next SLCHUG Event Thursday, October 27, 2016
  17. 17. #SLCHUG Confirmed Presenter
  18. 18. #SLCHUG SAVE 20% SLCHUGdmc Reg Price $350 Discounted Price $280 SLCSEM Non-Members Discount ends Aug 22 - 9PM Purchase slcsem.org/dmc
  19. 19. #SLCHUG NEXT UP Lauren Mattos
  20. 20. #SLCHUG LAUREN MATTOS @laurenmmattos Lead Nurturing Marketing Manager
  21. 21. Preparing for 2020: Building your automation strategy Lauren Mattos Lauren Mattos
  22. 22. HI. I’M LAUREN. @laurenmmattos lmattos@hubspot.com THIS IS BUSTER.
  23. 23. LET’S START…WITH A STAT
  24. 24. BY 2020… 85% of customers will manage relationships without ever talking to a human.
  25. 25. • Marketing automation has seen the fastest growth of any CRM- related segment in the last 5 years • Nurtured leads make 47% bigger purchases than non-nurtured leads MORE STATS!
  26. 26. WHY ARE YOU TELLING US THIS? Because the time to start building out your automation strategy is NOW. Don’t wait!
  27. 27. LET’S GET STARTED.
  28. 28. 1 WHY IS LEAD NURTURING IMPORTANT FOR MY BUSINESS?
  29. 29. LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.
  30. 30. NURTURING IS EXACTLY WHAT IT SOUNDS LIKE – HELPING SOMEONE GROW.
  31. 31. Lead nurturing is like dating. You have to spend time establishing a relationship by building trust. Source: Snapwire Snaps
  32. 32. 73%of all B2B leads are not sales-ready. SOURCE: HUBSPOT ANNUAL REPORT, 2015
  33. 33. 63%of companies that are outgrowing their competitors use marketing automation. SOURCE: LEAD GENERATION MARKETING EFFECTIVENESS STUDY
  34. 34. EMAIL IS A VALUABLE WAY TO COMMUNICATE WITH YOUR LEADS.
  35. 35. …BUT IT CAN ALSO BE ABUSED
  36. 36. “MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.” -SCOTT BRINKER
  37. 37. You are creating a choose-your-own adventure that dictates how your leads will interact with your brand.
  38. 38. 2HOW DO YOU DO LEAD NURTURING?
  39. 39. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Learn how to build a great individual workflow
  40. 40. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Learn how to build a great individual workflow
  41. 41. 1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales TRADITIONAL LEAD NURTURING
  42. 42. 1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales SALES-FIRST LEAD NURTURING
  43. 43. 1. Convert Lead 2. Nurture 3. Pause 4. Try Again LEAD NURTURING AS A GATEKEEPER
  44. 44. • 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:
  45. 45. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Learn how to build a great individual workflow
  46. 46. WORKFLOWS SEGMENT EMAIL
  47. 47. “Alice asked the Cheshire Cat, who was sitting in a tree, “What road do I take?” The cat asked, “Where do you want to go?” “I don’t know,” Alice answered. “Then,” said the cat, “it really doesn’t matter, does it?”
  48. 48. • Attend a webinar • Download and ebook, guide or offer • Request a consultation • View a case study • Start a free trial APPROPRIATE LEAD NURTURING GOALS
  49. 49. YOU DON’T BUILD A HOUSE WITHOUT A BLUEPRINT. MAP YOUR WORKFLOW OUT VISUALLY BEFORE YOU START BUILDING.
  50. 50. HOW MANY EMAILS DO YOU PLAN TO SEND?
  51. 51. HOW LONG WILL THE DELAY BE BETWEEN EACH EMAIL?
  52. 52. NURTURING EMAIL TYPES ESTABLISH TRUST ADDITIONAL DOWNLOADS GOAL ACTION BREAKUP / GOAL ACTION
  53. 53. Decide how to use lead nurturing for your business Communicate with your leads based on their behavior BEST PRACTICES FOR LEAD NURTURING Learn how to build a great individual workflow
  54. 54. BEHAVIORAL EMAIL Sending targeted emails to your contacts based on their actions and behaviors.
  55. 55. BEST TACTICS TO IMPROVE EMAIL ENGAGEMENT
  56. 56. WHICH OF THE FOLLOWING PRACTICES ARE PART OF YOUR EMAIL MARKETING EFFORTS?
  57. 57. 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
  58. 58. 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
  59. 59. EACH CHANNEL AND EVENT IS A CHANCE TO LISTEN TO USERS, LEARN MORE ABOUT THEM, AND START A CONVERSATION.
  60. 60. 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
  61. 61. BEHAVIOR IS THE CAUSE, EMAIL IS THE RESULT Behavior Email
  62. 62. • 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. • Lead views the pricing page -> send email asking for a call or fill out a contact form BEHAVIORAL EMAIL EXAMPLES
  63. 63. 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
  64. 64. TIMELY PERSONAL ACTION - BASED BEHAVIORAL 
 EMAIL
  65. 65. INTERNAL EMAIL Letting your sales team know what’s up.
  66. 66. YOUR SALES TEAM IS A CHANNEL
  67. 67. ✓ The trick is getting them involved at the right moment. ✓ Leverage automation to alert sales reps when leads have completed marketing qualified or sales qualified events (i.e visiting a pricing page, requesting a demo, etc.).
  68. 68. WHAT DOES AN EFFECTIVE LEAD NURTURING STRATEGY LOOK LIKE? 3
  69. 69. THANK YOU.
  70. 70. #SLCHUG NEXT UP Ian Shields
  71. 71. #SLCHUG IAN SHIELDS @shields_word Digital Marketing Manager
  72. 72. WAKE THE DEAD WORKFLOW 25% subscriber re-engagement with 3 emails @shields_word in/iancshields
  73. 73. 1. TRENDS 2. WHY 3. DEFINE INACTIVE 4. GAME PLAN 5 .WORKFLOW 6. MEASURABLE 7. CALL TO ACTION
  74. 74. WE WATCH OLYMPICS LIKE WE READ EMAILS
  75. 75. The real truth is… no one reads an email. People read what interests them, and sometimes it’s an email.
  76. 76. TOP 10 EMAIL CLIENTS Lewkowicz, Kayla. Litmus, Mobile Back Up To 56% For July 2016 Email Market Share.
  77. 77. ENVIRONMENTAL GROWTH Lewkowicz, Kayla. Litmus, Mobile Back Up To 56% For July 2016 Email Market Share.
  78. 78. #DirtyEmailTricks
  79. 79. #EmailMarketingTrend
  80. 80. 5 ways Gmail users can express, “I don’t want this email,” in order of severity: 1. Delete the selected email 2. Unsubscribe available through Gmail’s native unsubscribe link 3. [NEW] Block like blocking someone on FaceBook 4. Report spam and potentially damage sender’s deliverability 5. Report phishing - condemn the sender to the 8th Circle of Hell
  81. 81. WHY Respect your subscribers. Help subscribers clear their clutter and enjoy the unique magic of a tidy inbox. Email marketing databases naturally degrade by about 22.5% every year. Enable relevant content to be received by maintaining a clean list of quality subscribers Dead subscribers drag down deliverability, and interfere with metrics and analysis.
  82. 82. INACTIVE SUBSCRIBERS > 180 DAYS Last email click date Last email open date Last SF activity date NOT filled out any form
  83. 83. GAME PLAN There is opportunity to re-engage your inactive subscribers. Segment, target, and count unengaged subscribers with a smart list. The goal is engagement so measure clicks and NOT opens. Continue to nurture re-engaged subscribers.
  84. 84. WORKFLOW inactives #1 31 days click? #2 30 days click? yes yes yes #3 3 days click? Opt out [x] Execute on business days only [x] Execute during morning or afternoon [x] Suppress customers, opportunities, sales qualified leads, team members, etc. [x] When contact no longer meets the starting conditions, unenroll from workflow
  85. 85. EMAIL #1: WIN-BACK Subject {{contact.firstname}}, It’s been awhile since... Preview Text Bring back that lovin’ feelin’. You now have access the full document, TrustRadius HireVue Product Report. Purpose Email is meant to re-engage inactive subscribers, by offering an un-gated piece of impartial product reviews.
  86. 86. EMAIL #2: PREFERENCE UPDATE Subject Some things change and some things stay the same. Preview Text Choose to make your inbox work for you. Help us help you. Purpose Email is intended to have subscribers actively participate in cleaning their inbox.
  87. 87. EMAIL #3: RE-PERMISSION Subject Saying goodbye is never easy to do… So, we thought we’d give you a chance to rethink things. Preview Text Choose "Don’t Let Me Go" otherwise, we’ll take you off our list in three business days. Purpose Email is meant to receive permission again from subscribers.
  88. 88. Measurable Success email 1 win-back email 2 preference email 3 re-permission
  89. 89. 25.66% conversion rate
  90. 90. CONTINUALLY TESTING A/B tests are not possible with automated emails. Email sender name variation: HireVue Team <team@hirevuemail.com> Ian from HireVue <ishields@hirevuemail.com> Call-to-action text and button possibilities.
  91. 91. ADDITIONAL RESOURCES 1. Smart Insights, The best email statistics sources to benchmark... 2. HubSpot blog, The Email Campaign You Need to Clean Your List & Re- Engage Subscribers. 3. Litmus blog, 3 Steps to Successful Subscriber Reengagement. 4. MarketingSherpa case study, Email Marketing: CNET win-back campaign sees 8% subscriber re-engagement.
  92. 92. SEND BETTER EMAILS
  93. 93. SEND BETTER EMAIL
  94. 94. @shields_word in/iancshields
  95. 95. #SLCHUG#SLCHUG Questions?
  96. 96. #SLCHUG 120 Search Engine Optimization Blogging & Social Media Lead Generation Email & Automation Marketing Analytics Lead Management
  97. 97. #SLCHUG#SLCHUG Coming Soon Webinars, Blog, & Podcast Diving deeper into HubSpot tools and Inbound Methodology, and User Stories Watch for eMail from Doc
  98. 98. #SLCHUG Save The Date Our Next SLCHUG Event Thursday, October 27, 2016
  99. 99. #SLCHUG Confirmed Presenter
  100. 100. #SLCHUG SAVE 20% SLCHUGdmc Reg Price $350 Discounted Price $280 SLCSEM Non-Members Discount ends Aug 22 - 9PM Purchase slcsem.org/dmc

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