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1. Lead Nurturing
With HubSpot 3 Enterprise
© 2012 Brightfire Limited

2. OBJECTIVE
Demonstrate how easy it is to use the tools
So you feel that you can do it

3. CONTENTS
Contacts Smart Lists Workflows
Smart Lists

4. CONTACTS: TIMELINE SEGMENTATION
Build highly specific
segments and deliver
more targeted marketing
messages
• Trigger actions
based on granular
lead behaviour
• Build reports,
trigger nurturing
campaigns,
individual emails,
etc.

5. SMART LISTS
Automatic
segmentation
based on each
contact's
behaviour and
properties

6. WORKFLOWS
Smart Flows: Based not just on actions but on
persona and lifecycle stage
Smart Flows
Webhooks: Actions that occur on your site or other
marketing channels
Smart CTAs: Personalise and convert based on
previous behaviour

7. SMARTFLOWS Smart Flows
• Change the Lifecycle
Stage of a contact based
on their inclusion on a list
• Build an introductory
Smart Flow email
campaign
• Build a reengagement
Smart Flow email
campaign
• Increment a contact's
grade/score based on a
contact’s inclusion on a
list
http://help.hubspot.com/articles/How_To_Doc/how-
• Assign contacts a specific create-a-smart-flow
Persona property value

8. Example WEBHOOKS
Send SMS Alerts
• text a sales person when a hot lead returns to the pricing
page
Auto-follow
• auto-follow users who follow your account on Twitter
Trigger offers
• trigger a special on-site offer for qualified returning customers
Follow-up
• leave someone a voicemail saying their support ticket has
been received
Internal chat alerts
• send alerts to your company's internal chat stream that lets
employees know that something interesting/important has
happened

9. SMART CTAs
Personalise and convert
based on previous behaviour
Create dynamic segments
based on data and
behaviour.
Automatically shift your
CTAs to reflect the interests
of whoever is looking at
them.
A/B test your CTAs, find out
which messages increase
clicks and conversions.

10. NEXT STEPS
Now that you have joined the Gym
How do you get fit!

11. PLAN A CAMPAIGN

12. START WITH YOUR PERSONA
WHAT DOES SHE/HE
THINK?
WHAT DOES WHAT DOES
SHE/HE HEAR? SHE/HE SEE?
Name:
Persona:
WHAT DOES
SHE/HE
SAY & DO?
CUSTOMER PAIN CUSTOMER GAIN
SOURCE:BUSINESS MODEL GENERATION

13. MAP YOUR CONTENT TO THE MARKETING FUNNEL
1. Awareness
2. Specific
Information
Needs
3. Evaluation
Marketing Qualified
Lead

14. CREATE GREAT OFFERS
Check out what CTAs and Landing Pages are performing best and use
these assets to support your lead nurturing campaigns

15. DESIGN YOUR WORKFLOW
workflow options
Manual Form Simple Behaviour
segmented based automated based
list workflow workflow workflow

16. BEHAVIOUR BASED AUTOMATION
Segment based on other than form submissions
For example:
 When a user visits your web page
 Clicks on a CTA
 Mentions a trigger word on Twitter
THIS IS ADVANCED MARKETING AUTOMATION

17. DESIGN YOUR BEHAVIOUR WORKFLOW 1
Based on their behaviour leads are automatically allocated into a
lead nurturing campaign
Lead Nurturing Lead Nurturing
Campaign 1 Campaign 2
Image Source: HubSpot

18. DESIGN YOUR BEHAVIOUR WORKFLOW 2
Image Source: HubSpot

19. ITS TIME TO SET UP YOUR CAMPAIGN RULES
Set up your trigger
rule.
Then its easy to add
additional steps to
drive your leads
down the marketing
funnel

20. CUSTOM SCORE YOUR LEADS
• White Paper 10 points
1
• How to Guide 20 points
2
• Webinar 50 points
3
Marketing Qualified Sale ready lead
Lead 80 points passes to Sales

21. INTEGRATE YOUR LEAD NURTURING CAMPAIGN
For maximum impact integrate your lead nurturing campaign with
other channels and CRM systems for close loop analytics
SOCIAL EMAIL CRM

22. SET YOUR GOAL
The goal of lead nurturing is to
generate customers not leads

23. BRIGHTFIRE
Twitter: @brightfireview
Blog: www.brightfire.co.uk/blog
Web: www.brightfire.co.uk