Deliver Results with Automated Email Lead Nurturing

•

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Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.

Deliver Results with Automated
Email Lead Nurturing
AMA Tampa

Ellie Mirman
Inbound Marketing Manager
HubSpot

Twitter: @ellieeille

Only 33% of B2B marketers say they have
an effective lead nurturing process.

Source: Executive Benchmark Assessment Survey / DemandGen Report

Only 25% of leads
are legitimate and
should go to sales.

50% are qualified but
not ready to buy.

Source: Gleanster Research

Lead Nurturing emails get 4-10 times
the response rate compared to
standalone email blasts.

Source: SilverPop / DemandGen Report

9 Benefits of Lead Nurturing
1. Establish contact immediately

35-50% of sales go to the
vendor that responds first.

Source: InsideSales.com

9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication

66% of buyers indicate

“consistent and relevant
communication provided
by both sales and
marketing organizations”

is a key influence in choosing
a solution provider.

Source: Genius.com / DemandGen Report

9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
4. Identify interest/pain
5. Find segmentation opportunities

Segmented emails get
50% more clicks.

Source: MarketingSherpa

Nurtured leads have
9% higher average
deal size

and 23% shorter
sales cycle
Source: Market2Lead

Email marketing to existing leads
can generate significant new leads

5 Steps to a
Successful
Lead Nurturing
Campaign

Step 2:
Select a Persona & Business Problem

Visitors

Leads

Step 3:
Map Content to Every Stage of the
Sales Funnel

Customers

Visitors

12 Quick Tips to
Search Google
Like an Expert

Leads Think Like a Publisher:
3 Tips to Generate
More Leads

Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot

Customers

Tips for Content Creation

• Invest in content creation (people, time)
• Create content for each stage of the sales funnel
• Make content creation a routine
• Reuse content when possible
• Recruit others (other departments, guests,
interviews)

Step 4:
Set Yourself Up for Smarketing Success

Share Results

What worked?
What didn‟t?

Ask for Feedback

How was lead
quality?
How was lead
quantity?

5 Steps to a Successful Campaign

1. Determine your goal
2. Select persona & business problem
3. Create content for each stage of the
funnel
4. Setup for smarketing success
5. Measure and improve

Knowledge Management Associates

Retained contact with
20-30% more event
leads that were typically
lost with prior event
registration platform

ProofreadNOW

“More prospects are „closing‟
themselves – sending a document
for review or emailing a question
directly … turning into a real
inbound inquiry after having been
nurtured.”

-Conni Eversull,
Director Sales & Marketing

Threadless

“Open this email or say
goodbye forever”
re-engagement
campaign added 2,400
subscribers back to list.

Lead Nurturing

is more than
Email Marketing

65% of buyers use social
media in their research &
vendor selection process

Source: Genius.com / DemandGen Report

37% posted questions on social
networking sites looking for
suggestions/feedback

Source: Genius.com / DemandGen Report

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

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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs. In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs. Industry expert Scott Sehlhorst will: • Introduce a taxonomy for user goals with real world examples • Present the Onion Diagram, a tool for contextualizing task-level goals • Illustrate how customer journey maps capture activity-level and task-level goals • Demonstrate the best approach to selection and prioritization of user-goals to address • Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs

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Deliver Results with Automated Email Lead Nurturing

1. Deliver Results with Automated Email Lead Nurturing AMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

2. Only 33% of B2B marketers say they have an effective lead nurturing process. Source: Executive Benchmark Assessment Survey / DemandGen Report

3. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy. Source: Gleanster Research

4. Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts. Source: SilverPop / DemandGen Report

5. 9 Benefits of Lead Nurturing

6. 9 Benefits of Lead Nurturing 1. Establish contact immediately

7. 35-50% of sales go to the vendor that responds first. Source: InsideSales.com

9. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication

10. 66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider. Source: Genius.com / DemandGen Report

11. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities

12. Segmented emails get 50% more clicks. Source: MarketingSherpa

13. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities 6. Maintain or increase engagement 7. Automate nurturing through sales cycle 8. Find cross-sell and up-sell opportunities

14. Nurtured leads have 9% higher average deal size and 23% shorter sales cycle Source: Market2Lead

15. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities 6. Maintain or increase engagement 7. Automate nurturing through sales cycle 8. Find cross-sell and up-sell opportunities 9. Encourage referrals / new lead generation

16. Email marketing to existing leads can generate significant new leads

17. 9 Benefits of Lead Nurturing 1. Establish contact immediately 2. Build thought leadership 3. Maintain consistent communication 4. Identify interest/pain 5. Find segmentation opportunities 6. Maintain or increase engagement 7. Automate nurturing through sales cycle 8. Find cross-sell and up-sell opportunities 9. Encourage referrals / new lead generation

18. 5 Steps to a Successful Lead Nurturing Campaign

19. Step 1: Determine Your Goal

20. Reawaken Cold Leads

21. Increase Lead Quality

22. Generate New Leads

23. Step 2: Select a Persona & Business Problem

24.

25. Visitors Leads Step 3: Map Content to Every Stage of the Sales Funnel Customers

26. Visitors 12 Quick Tips to Search Google Like an Expert Leads Think Like a Publisher: 3 Tips to Generate More Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot Customers

27. Sample Lead Nurturing Series

28. Tips for Content Creation • Invest in content creation (people, time) • Create content for each stage of the sales funnel • Make content creation a routine • Reuse content when possible • Recruit others (other departments, guests, interviews)

29. Step 4: Set Yourself Up for Smarketing Success

30. Communicate Campaigns Who gets what?

31. Provide Soundbites How do I follow up?

32. Share Results What worked? What didn‟t?

33. Score Leads How do I prioritize?

34. Ask for Feedback How was lead quality? How was lead quantity?

35. Step 5: Measure & Improve

36. What to Measure: Branding & Awareness

37. What to Measure: Quality Conversions

38. What to Measure: New Leads Generated

39. What to Measure: Quality Metrics

40. 5 Steps to a Successful Campaign 1. Determine your goal 2. Select persona & business problem 3. Create content for each stage of the funnel 4. Setup for smarketing success 5. Measure and improve

41. Business Results

42. Knowledge Management Associates Retained contact with 20-30% more event leads that were typically lost with prior event registration platform

43. ProofreadNOW “More prospects are „closing‟ themselves – sending a document for review or emailing a question directly … turning into a real inbound inquiry after having been nurtured.” -Conni Eversull, Director Sales & Marketing

44. ProofreadNOW

45. Threadless “Open this email or say goodbye forever” re-engagement campaign added 2,400 subscribers back to list.

46. Threadless

47. Deliver Results with Automated Email Lead Nurturing AMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

48. Extra Credit

49. Lead Nurturing is more than Email Marketing

50. 65% of buyers use social media in their research & vendor selection process Source: Genius.com / DemandGen Report

51. 37% posted questions on social networking sites looking for suggestions/feedback Source: Genius.com / DemandGen Report

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

53. Case Study

Deliver Results with Automated Email Lead Nurturing

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