Bristol HubSpot User Group | Workflows FTW: Lead Nurturing Using Marketing Automation
•
3 likes•174 views
73% of leads aren't sales-ready when first generated. Nurture your prospects using marketing automation and you'll close more sales! This is the presentation from the July 2017 Bristol HubSpot User Group. You can find out about the events here: http://bristol.hubspotusergroups.com/
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Bristol HubSpot User Group | Workflows FTW: Lead Nurturing Using Marketing Automation
Similar to Bristol HubSpot User Group | Workflows FTW: Lead Nurturing Using Marketing Automation (20)
More from Noisy Little Monkey
More from Noisy Little Monkey (20)
Recently uploaded
Recently uploaded (20)
Bristol HubSpot User Group | Workflows FTW: Lead Nurturing Using Marketing Automation
- 1. Workflows FTW: Lead Nurturing Using Marketing Automation #BristolHUG @BristolHUG
- 2. 1 Why is lead nurturing important? 2 How to create an effective lead nurturing strategy 3 What does effective lead nurturing look like? AGENDA #BristolHUG
- 4. LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready. #BristolHUG
- 5. #BristolHUG
- 6. 73%of your leads will not be sales-ready when first generated SOURCE: GLEANSTER #BristolHUG N.B. – Inbound & lead nurturing in general assumes you are regularly producing targeted content – which you should b
- 7. #BristolHUG
- 8. Lead nurturing is like dating. You have to spend time establishing a relationship by building trust. Source: Snapwire Snaps #BristolHUG
- 9. How to create an effective lead nurturing strategy 2 #BristolHUG
- 10. 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 #BristolHUG
- 11. 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 #BristolHUG
- 12. 1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales SALES-FIRST LEAD NURTURING #BristolHUG
- 13. 1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales #BristolHUG TRADITIONAL LEAD NURTURING
- 14. • 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: #BristolHUG
- 15. 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 #BristolHUG
- 16. LIFECYCLE MARKETING How you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer. #BristolHUG
- 17. MARKETING INTELLIGENCE RELATED TRIGGERS Original SourceSocial Media Data Web Analytics #BristolHUG
- 18. • Subscribing to your blog • Filling out a contact form • Requesting a consultation • Downloading an offer POTENTIAL KEY TOUCHPOINTS #BristolHUG
- 19. • Emails that establish trust • Emails that provide additional downloads and resources • Emails with a CTA for the goal • Break-up emails USING EMAIL WITH CUSTOMERS #BristolHUG
- 20. 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 #BristolHUG
- 21. BEHAVIORAL EMAIL Sending targeted emails to your contacts based on their actions and behaviors. #BristolHUG
- 22. 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 #BristolHUG
- 23. 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 #BristolHUG
- 24. 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 #BristolHUG
- 25. THE CONTACT RECORD CONSOLIDATES TOUCHPOINTS #BristolHUG
- 26. 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 #BristolHUG
- 27. BEHAVIOR IS THE CAUSE, EMAIL IS THE RESULT Behavior Email #BristolHUG
- 28. • Lead submits form -> confirm download and link to content • Lead views case study page -> send most popular case study -> low budget -> send training link • Lead hasn’t viewed blog in 90+ days -> send email saying you miss them and link to best blog posts. BEHAVIORAL EMAIL EXAMPLES #BristolHUG
- 29. #BristolHUG
- 30. 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 #BristolHUG
- 31. What does effective lead nurturing look like?3 #BristolHUG
- 32. #BristolHUG
- 33. #BristolHUG
- 34. Want to learn more about Lead Nurturing and Workflows? #BristolHUG
Editor's Notes
- We can’t force prospects to buy from us. But we also can’t afford to lose a lead because their lack of readiness doesn’t match our desire to sell.
- Lead nurturing is a part of the “Close” stage of Inbound Methodology, using Email and workflows to successfully close leads.
- 73% don’t want to be sold to, we want to be educated so they can make a smart and well-informed decision. Rather than letting those leads sit around, lead nurturing is a way for your business to educate these prospects, build trust, and help them along their path to purchase.
- There ARE marketers out there who send irrelevant emails to purchased lists. With lead nurturing marketers need to be super careful that they’re using inbound, not outbound tactics. Most of the software that helps marketers do lead nurturing will continue to run until you turn it off. That means mistakes and shady activity won’t just happen once – They’ll be compounded as emails are triggered again and again by user activity.
- Now we’ll look at how we actually use lead nurturing to improve communication with leads.
- Three best practices for lead nurturing.
- Let’s begin with the first best practice: Deciding how to use lead nurturing for your business.
- The second way that businesses can use lead nurturing is Sales-First Lead Nurturing. Your business converts a lead, either online or offline. Instead of nurturing those leads, you pass them right to sales. If sales is successful, they close the deal, but if the lead isn’t ready to buy, the lead is sent back to marketing, who will use lead nurturing. Lead comes in Sales tries to connect If not successful, nurture lead
- The first is a traditional approach to lead nurturing. In this model, the company generates a new lead. This could be online or offline, through anything from a trade show to a webinar. There’s a pretty good chance that lead isn’t ready to become a customer, a 73% chance. That’s where nurturing plays a role. So how do you do this yourself? You can start by creating a series of processes to follow on a regular basis, focused on turning your organization into a content creation machine. The more content you create, the better -- with each piece of content, the process becomes easier and more effective. The lead will then convert on that content, can be nurtured through a series of workflows, will eventually be qualified by your marketers and passed onto sales. Now keep in mind: building out a plan for your content creation machine does take a little more time than just jumping right in, but it will pay off in the end through the momentum you’ll gain over time. Typically a content process has 4 steps. Those steps are plan, create, distribute, and analyze. Then, take what you learned in your analysis and repeat it all over again.
- The model that you decide to use will depend on a couple of factors. Consider these questions.
- The second foundation of a lead nurturing strategy is to know how to build an individual lead nurturing workflow. It’s compromised of three steps: Deciding who you would like to nurture Selecting a goal And sending emails to help readers accomplish that goal
- The value of lead nurturing DOES NOT come from automating emails. The value comes from removing the marketer as the decision-maker. Traditionally, the marketer decides when to send the lead an email, then manually creates the email and clicks send. With lead nurturing, it is the actions or the qualities of the lead that trigger an email send. If you think of the marketer and the lead as dance partners, the lead is now in charge. That’s the inbound potential of lead nurturing. It switches your communication from a marketer-driven to a lead-driven perspective. You are building a system that will make that decision for you. So consider who it is you would like to communicate with.
- Lead nurturing does not exist in a vacuum. Your leads could be interacting with your company in so many other ways: tweeting, visiting your site, reading your blog, downloading other offers, not to mention any communications offline. Resist the temptation to create a long, drawn-out sequence that doesn’t account for and can’t accommodate to these other channels. A safe bet is 3 to 4 emails per lead nurturing workflow. You can always add or subtract emails depending on the success of the sequence.
- Once you decide who to nurture e.g. … , the next step should be to set a goal. You want to design a structured and deliberate experience for your leads. That means picking clear, concrete and actionable goals that can be measured. Great goals for a lead nurturing workflow might be some of these options. Whether you pick the goal first or the segment, a lead nurturing workflow needs a segmented group of contacts and a measureable goal towards which they are being nurtured. And the last part of building out a lead nurturing sequence: writing your emails…
- Consider these questions: How many emails do you send? How long should the delay between email sends be? And what is the goal of each email workflow? There are four different types of emails: Emails that establish trust. These emails create relevancy and trust that will condition your contacts to open future emails. Emails that provide additional downloads and resources. These emails educate your leads and give you valuable insight into which topics and information resonate with your contacts. Emails with a CTA for the goal. This email type positions the goal of the workflow as the next logical step for a contact to take. They are direct and to the point. Break-up emails. These emails make it clear this is the last time a lead will hear from you. The goal is to keep these contacts engaged or to learn why you missed the mark with your messaging in this nurturing flow.
- This is the third best practice for lead nurturing.
- Behavioral email is the practice of sending automated emails to your contacts based on their interactions across multiple channels – like social media, email, your website, etc. According to a recent MarketingSherpa study, 39% of marketers said that “automatically sending emails based on triggers” is the most effective tactic for improving email engagement. And yet, an Econsultancy survey which asked marketers “Which of the following practices are part of your email marketing efforts?” found that only 20% of email marketers use behavioral targeting.
- Behavioral emails are here to make sure “Random Acts of Marketing” don’t exist – I.e. creating an infographic or e-book and emailing a segment of people that might find the offer valuable out of the blue, with no strategy. Above are the three steps to sending successful behavioral emails. We’ll go into them in a little more depth now.
- First, track how people interact with your business online.
- EXAMPLES OF BEHAVIOURAL INFO/INTEL YOU CAN COLLECT AND USE TO ADD CONTEXT TO YOUR CONVERSATIONS Each channel, and event, is a chance to listen to users, learn more about them, and start a conversation based on what you gather. To do this well means that you need a system that tracks, stores and surfaces information about your leads.
- If you’re going to do email marketing, lead nurturing and behavioral email with any effectiveness, it’s important that your emails are tapping into some sort of database that tracks this information.
- The next step is to determine the important actions a user might take.
- This might seem odd, as though we’re tracking their every movement, but the truth is - if they get an email as a result of something they did, they’re more likely to open it because they know they triggered the event. it becomes the result of their own action, not an outside source interrupting them. Behavior emails are so effective because they are triggered based on a prospects behavior. As a result, these emails are almost never a surprise. They are an expected reaction to an action taken by a user.
- POTENTIAL STEPS / FOLLOW UPS THAT YOU MIGHT INSTRUCT THE USER TO TAKE
- Other actions you might consider as starting triggers could be visiting a pricing page, active engagement on social media, subscribing to your blog or reading a specific blog post. This is where knowing your contact database really well becomes important. Once you know what your system tracks, creativity is up to you!
- The final step is starting a conversation with a user based on that behavior.
- **SWAP OUT FOR AN IMAGE OF AN NLM LEAD NURTURING EMAIL** This email is sent out to people who subscribe to their newsletter – It’s simple and effective. They’ve used the act of subscribing as an opportunity to build trust, set expectations and point the reader towards the archive of articles so the subscriber can start to see value right away. If you’ve got a blog or a newsletter, this is a great lead nurturing workflow to set up.