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Hull build a better qualified lead - HubSpot London HUG December 2017

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Ed Fry from Hull shares proven tips to nurture your prospects in the best way and guide them throughout the buyer's journey, until the purchase. Let's win the challenge with your competitors at the mid-funnel.
https://www.whitehat-seo.co.uk/hubspot-user-group-london

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Hull build a better qualified lead - HubSpot London HUG December 2017

  1. 1. Build a better qualified lead
  2. 2. A little background about me
  3. 3. Traffic was decent. Member acquisition was relatively straightforward. But turning that into engagement? Inbound.org had an engagement problem
  4. 4. Our engagement growth model looked something like this. DISCUSSIONS ↓ 2.7x CONTRIBUTORS ↓ 4.0x WEEKLY ACTIVE USERS
  5. 5. We needed to increase contributions, but all users weren’t created equal
  6. 6. Increasing engagement is about spotting Fit Intent
  7. 7. … and lead qualification is about spotting Fit Intent
  8. 8. So qualified leads look like this Fit Intent
  9. 9. … and not like this Fit Intent Cold email list Newsletter subscribers Trial signups
  10. 10. We were trying to nurture everyone Fit Intent
  11. 11. Do fewer things, better “ Dharmesh had a mantra - or a “4-word strategic plan” as he says
  12. 12. Who were the right people? And how to engage them?Fit Intent
  13. 13. We found a scalable, repeatable outreach playbook at inbound.org
  14. 14. 1. Find an interesting thread. Unanswered, but something many people could answer
  15. 15. 2. Tidy the thread up. Make it easier to read and understand
  16. 16. 3. Leave a comment. No one likes to arrive to an empty conversation
  17. 17. 4. Setup the email. From my email with the question in the subject line.
  18. 18. 5. Writing the email. With the call to action to comment.
  19. 19. 6. Selecting outreach targets. Using pre-prepared lists in HubSpot.
  20. 20. 7. Exclude the suppression lists. Make sure we don't send too much email to our members.
  21. 21. 8. View immediate opens. Here are results a just few minutes after sending (so fast compared to Gmail).
  22. 22. 9. Return later. More opens, more clicks.
  23. 23. 10. Review thread. Now at 10+ comments - enough to continue to sustain discussion.
  24. 24. These “personal emails” had a 4X higher click-through rate than our newsletter. Sometimes as high as 40%!
  25. 25. We doubled weekly contributors with targeted outreach. DFTB. Read the full story here
  26. 26. Inbound marketing is this. (Your numbers sing!)
  27. 27. But this took a lot of engineering time
  28. 28. Newsletters Enrichment Personalisation Ads Web analytics Product analytics CRM Marketing Automation Live chat Shopping
  29. 29. ConversionXL Inbound marketers who Build a better qualified lead
  30. 30. You’re already doing great inbound marketing at the top of the funnel.
  31. 31. But don’t make the top of the funnel the only part of your inbound strategy (Relentless “nurturing” = spam)
  32. 32. Win across all inbound marketing by building a better qualified lead
  33. 33. The answer is right where you’re not looking.
  34. 34. Top of the funnel has big vanity metrics
  35. 35. Bottom of the funnel has money money money!
  36. 36. The middle of the funnel is not as sexy to talk about...
  37. 37. But, the mid funnel is secretly awesome.
  38. 38. Top of funnel is scalable, but lacks data on each lead Scalable Data Rich
  39. 39. Bottom of the funnel has plenty of data, but 1:1 interaction isn’t scalableScalable Data Rich
  40. 40. Only the mid-funnel has both data and the ability to scale Scalable Data Rich
  41. 41. So you can personalize and automate messaging at scale Scalable Data Rich
  42. 42. The Golden Rule of Personalization WHO you talk to comes before WHAT you say (See our 5-Part Personalisation framework)
  43. 43. The Golden Rule is where HubSpot excels WHO to talk to Lists WHAT to say Smart Content
  44. 44. Customers who used our then crappy MOFU tools had better retention rates than customers who used our really good TOFU tools. Ah ha! “ Brian talks about how and why HubSpot pivoted in 2011 to focus on MOFU tools.
  45. 45. Why can’t you do all this already?
  46. 46. Lead qualification is a data problem (not a marketing problem)
  47. 47. Oz Content were piling up 1000 leads/month 15,000 total Fit Intent
  48. 48. Most leads start out just like this ed@hull.io
  49. 49. Data enrichment can fill in the _____s ed@hull.io Ed Fry Head of Growth Hull.io London @edfryed /in/edfryed Current time Male 3,387 followers << Lat / Longitude >> << Bio >> Hull Inc B2B, SaaS +1 866-674-8185 @hull America/New_York << Description >> Try it with Clearbit Enrichment
  50. 50. Newsletters Personalisation Ads Web analytics Product analytics CRMLive chat Shopping Marketing Automation Enrichment
  51. 51. Now Oz Content could identify fit upfront Fit Intent
  52. 52. Tech Employees Role Seniority Country Fit Intent HubSpot 50+ Marketing Executive, VP United States
  53. 53. Oz segmented lists to nurture “best-fit” leads (WHO to talk to) Fit Intent
  54. 54. Oz Content invited precise segments to attend niche webinars (WHAT to say) Fit Intent
  55. 55. Fit Intent Open rates tripled* (and they noticed email forwarding) *vs their previous send-to-all lead nurturing and mid-funnel content
  56. 56. Fit Intent Attendees were marked as an MQL *vs their previous send-to-all lead nurturing and mid-funnel content
  57. 57. Fit Intent Sales had an easy intro. WHO to talk to WHAT to say WHEN to say it “Is {niche topic} a problem at {company name} ?”
  58. 58. Sales stopped sourcing their own leads Previously 80% of SQLs were sourced by outbound sales
  59. 59. Marketing saw a 20X (2000%) increase in marketing-sourced qualified leads in two months
  60. 60. 4x increase in qualified leads With full funnel inbound marketing
  61. 61. What about finding Fit Intent
  62. 62. Appcues have a free trial-based sales model Fit Intent They already filter out smaller companies. They key to buying intent is getting to value in the free trial
  63. 63. Sales doesn’t know if an account is ready to buy Fit Intent
  64. 64. What product analytics has is not what a sales rep needs
  65. 65. Sales reps want simple insights without leaving their workflow
  66. 66. Newsletters Personalisation Ads Web analytics CRMLive chat Shopping HubSpot Enrichment Product analytics
  67. 67. Newsletters Personalisation Ads Web analytics CRMLive chat Shopping HubSpot Enrichment Product analytics Trial modal limits Viewed
  68. 68. Sales could focus on product qualified leads Fit Intent 30% of leads were cut from sales pipeline for not engaging in the trial.
  69. 69. Sales had the insights to personalise their outreach Fit Intent WHO to talk to, but also WHAT to say (product usage) and WHEN to say it (just after the user did something)
  70. 70. Identify the moments when they’re moving through the buyer’s journey, take that information in, and then react.
  71. 71. How do you increase engagement? Fit Intent
  72. 72. Too much email can burnout leads Fit Intent
  73. 73. Nurture with email and ads Fit Intent
  74. 74. Product analytics Newsletters Personalisation Web analytics CRMLive chat Shopping HubSpot Enrichment Ads
  75. 75. Product analytics Newsletters Personalisation Web analytics CRMLive chat Shopping HubSpot Enrichment Ads HubSpot Lists = Facebook Custom Audiences
  76. 76. 1700 leads at $3.50 each (Inbound marketing FTW) Fit Intent
  77. 77. 53 SQLs less than $30 each Fit Intent And since the sales ready leads had engaged heavily with content, they were far easier for sales than cold leads.
  78. 78. 3% Lead to SQL means your mid-funnel is working (I didn’t say it was sexy)
  79. 79. 3% Lead to SQL means your inbound strategy is working (I didn’t say it was sexy)
  80. 80. 6% Lead to Customer after 2 months means your inbound strategy is working (I didn’t say it was sexy)
  81. 81. So take control of your mid funnel (You can’t match these results elsewhere)
  82. 82. Newsletters Enrichment Personalisation Ads Web analytics Product analytics CRM Marketing Automation Live chat Shopping Think of the possibilities
  83. 83. To recap: Build a Better Qualified Lead ➔ Great top-of-funnel marketing is not a complete inbound strategy ➔ The Golden Rule of Personalisation: WHO you message before WHAT you say ➔ The mid-funnel is data-rich and scalable (unlike TOFU/BOFU) ➔ Find fit upfront with data enrichment ➔ Find intent with marketing and product engagement data ➔ Nurture for higher intent across multiple channels (emails + ads) ➔ Grab our playbooks: hull.io/get/playbooks
  84. 84. P.S. Can we send you the playbooks? hull.io/get/playbooks
  85. 85. Build a better qualified lead
  86. 86. Questions? ed@hull.io

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