Slides from my talk at INBOUND 2017. What does your funnel look like today? Is it efficient? Leaky? Stuck? Every marketer has been there, including HubSpot. Come learn about the challenges we've faced in our marketing funnel and how we completely re-invented our lead nurturing programs to drive more engagement and more customers. You'll hear about cutting-edge tactics and get real-life examples that you can take back to your desk and start implementing right now.

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H O W H U B S P O T
O V E R H A U L E D L E A D
N U R T U R I N G & D O U B L E D
C O N V E R S I O N S
Laurie (Aquilante) Faiola
@lawfaiola

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Laurie (Aquilante) Faiola
@lawfaiola

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Why invest in lead
nurturing anyway?

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451%
A N N U I T A S G R O U P
Increase in qualified leads when businesses use
marketing automation to nurture prospects

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47%
A N N U I T A S G R O U P
Larger purchases made by nurtured leads vs.
non-nurtured leads

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LEAD NURTURING SHOULD
Move people through the funnel
Surface qualified demand
Educate the prospect
Be personal
Be helpful
Be human (at the right time)

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Let’s take a look at
some stellar examples

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https://mail.google.com/mail/u/0/?ui=2&ik=52f6a21f2c&jsver=1KukmJVEMCA.en.&view=pt&q=sleep&qs=true&search=query&th=15db2439ebba8d92&siml=15d… 1/3
Your Sleep Sense Order
2 messages
Michelle Lee <custserv@sleepsense.net> Fri, Aug 4, 2017 at 7:21 PM
To: laquilante@hubspot.com
My name is Michelle, and I work in Customer Service here at Sleep Sense.
It looks like you started placing an order a few minutes ago, but for whatever
reason, it didn't go through. This is usually because:
1) You were "just researching."
Understood. Most parents check out at least a few different options before
deciding which one "feels" right for them.
If -- after shopping around -- you decide you'd like to give The Sleep Sense
Program a try, here's a link that will give you a nice discount off our standard
pricing:
Try The Sleep Sense Program Now
2) You got "cold feet."
This is SO common!
After talking with thousands of customers over the years, I can't tell you how
many of them get to the "Order Now" button and then... for some reason... don't
click it!
Maybe you're not sure if The Sleep Sense Program is right for your baby.... Or
you're hesitant to order stuff online... or you're not sure if you're ready to get
started yet...
But here's something to remember:
The Sleep Sense Program comes with a full-year money-back guarantee.
8/6/2017 HubSpot Mail - Your Sleep Sense Order
So there's actually no risk in giving it a try because if you complete your order
now, you'll get instant access to The Sleep Sense Program.
That means you can log in right away, have a good look through everything, and
THEN decide if it's right for you.
If you're like most parents, you'll watch the first couple of videos and get a "good
https://mail.google.com/mail/u/0/?ui=2&ik=52f6a21f2c&jsver=1KukmJVEMCA.en.&view=pt&q=sleep&qs=true&search=query&th=15db2439ebba8d92&siml=15d… 2/3
THEN decide if it's right for you.
If you're like most parents, you'll watch the first couple of videos and get a "good
feeling" about Dana, try out a few of the suggestions, and your baby will be
sleeping through the night by this time next week.
But if you order and decide it's NOT for you -- for whatever reason -- just shoot
me an email (michelle@sleepsense.net) and I'll personally process your refund
right away!
Again, here's a link that will let you access an unadvertised discount if you'd like
to give it a (risk-free) try:
Try The Sleep Sense Program
3) There was some kind of technical difficulty.
If your computer crashed... or the order page "timed out"... or you experienced
any other kind of "technical difficulty," please just click "Reply" and tell me what
happened. I'll take care of it right away!
Or, you can simply try placing your order again using this link:
Try The Sleep Sense Program
Remember, that link gives you a discount AND comes with the 12-Month
guarantee! :)
Thanks,
Michelle Lee
Customer Service
The Sleep Sense Program
michelle@sleepsense.net
206­923­9489 (Direct)
888­843­6945 (Toll Free in US & Canada)
sleepsense.net
P.S. Oh, the OTHER reason that you might not have completed your order is
because you have a question about how The Sleep Sense Program works that
wasn't answered on our website.
8/6/2017 HubSpot Mail - Your Sleep Sense Order
If that's the case, just hit "Reply" and ask away! I'll get back to you as soon as I
can.
Unsubscribe
Sleep Sense Publishing Inc. 1330 Main St. 2nd Floor, Suite 8 Sarasota, Florida 34236 United States (206) 923­9489

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Sleep Sense Publishing Inc. 1330 Main St. 2nd Floor, Suite 8 Sarasota, Florida 34236 United States (206) 923­9489
laquilante@hubspot.com <laquilante@hubspot.com> Sat, Aug 5, 2017 at 7:59 AM
To: Michelle Lee <custserv@sleepsense.net>
Hi Michelle
You're right about that last part! I wanted to order but I had a few questions. And I've been burned by a local sleep
consultant that I spent way too much money on so I'm a little hesitant.
My questions are:
­ Can you help us if we were co sleeping and looking to both transition from co sleeping and sleep through the night? Do
you have experience helping co sleeping moms and babies?
­ We are okay with some crying but not CIO. We hired this local consultant only to be told that we had to choose between
continuing to co sleep or CIO. Is your program based on CIO at all?
­ If I purchase a smaller package (the gold package) and want to upgrade later to get the hotline and email support, can I?
Would I have to pay the full $97 on top of the $47?
Thank you in advance!
Laurie
Also PS ­ love your email Nurturing strategy! As a marketer and someone who works for a company that sells email
marketing software, I'm impressed!
[Quoted text hidden]

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Unfortunately,
for most of us…

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And at HubSpot,
it wasn’t much better.

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H U B S P O T LEAD NURTURING
Qualified
Leads à
SalesFirst 30 Days
Marketing team
educates about inbound

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H U B S P O T L E A D N U R T U R I N G
Qualified
Leads à
SalesFirst 30 Days
Marketing team
educates about inbound

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H U B S P O T LEAD NURTURING
Lead Pool Qualified
Leads à
SalesFirst 30 Days
Marketing team
educates about inbound
Person takes
high-intent action
Short “trigger”
nurturing
More educational
content from marketing

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1. Too educational?
2. Not moving people along the buyer’s journey
3. Didn’t introduce a human connection
C H A L L E N G E S

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Wait, HubSpot
sells software?
Yup, sure does.

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1. Too educational?
2. Not moving people along the buyer’s journey
3. Didn’t introduce a human connection
C H A L L E N G E S

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LEAD NURTURING à
QUALIFIED LEAD

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1. Too educational?
2. Not moving people along the buyer’s journey
3. Didn’t introduce a human connection
C H A L L E N G E S

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19%
Awareness stage - when I’m first learning about
the product
60%
Consideration stage - after I’ve researched and
have a shortlist
Decision stage - after I’ve reviewed my shortlist
and am ready to buy
20%
Base: 505 global consumers | Source: HubSpot Sales Perception Survey, Q1 2016
At what point during your buying process do
you want to talk to a salesperson?

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Base: 505 global consumers | Source: HubSpot Sales Perception Survey, Q1 2016
What can a sales representative do to make the
experience positive?
69%Listens to my needs
61%Provides relevant information
51%Responds or gives information in a timely matter
49%
Provides a range of options even beyond
his/her business offering

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What We Changed

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What We Changed

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FOLDED THE MAP IN HALF
Lead Pool
First 30 Days
Marketing team
educates about inbound
4-8x/month
More educational
content from marketing
Short “trigger”
nurturing
Person takes
high-intent action
Qualified
Leads à
Sales

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FOLDED THE MAP IN HALF
Lead Pool
First 30 Days
Marketing team
educates about inbound
4-8x/month
More educational
content from marketing
Short “trigger”
nurturing
Person takes
high-intent action
Qualified
Leads à
Sales
Qualified
Leads à
Sales

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A H U M A N A T T H E R I G H T T I M E
§ Can introduce the sales
person as an expert
§ Faster replies to the
prospect
§ 40% conversion
Hi Nathan,
Thanks for signing up to get a demo of the HubSpot
software. I can help with that!
Feel free to book a time that works for you directly on
my calendar.
If you don’t see anything that works, please reply back
to this email or give me a call at (857) 209 – 9623 and
I’ll be happy to move some things around for you.
Best,
Edward Gahr (857) 209 – 9623
Inbound Growth Specialist, HubSpot
P.S. This one-time email was sent for your convenience
to make your busy schedule a little easier.

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P E R S O N A L I Z E D
B A S E D O N N E E D
§ 50% increase in workflow
conversions
§ 172% higher engagement
§ Additional context for sales

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SHOW DON’T TELL
§ 21% higher
open rates
§ 8% higher click
rates
§ Opening the
software
conversation

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N E W W A Y S T O C O N N E C T
People are saying...

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N E W W A Y S T O C O N N E C T
People are saying...

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N E W W A Y S T O C O N N E C T
People are saying...

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What You Can Do

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§ Understand buyer intent and fit
§ Introduce a human, at the right time
§ Provide helpful education and be transparent about value
§ Test, change, and test again
K E Y T A K E A W A Y S

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THANK YOU
@ l a w f a i o l a