building prospect relationships through inbound nurturing

Building Prospect Relationships through Inbound Nurturing

Ellie Mirman

When you do Inbound Marketing right, you attract potential customers early in the sales and marketing process.

That means you need to nurture

those leads until they are qualified and ready to buy.

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

50% are qualified but not ready to buy.

Source: Gleanster Research

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

Source: Executive Benchmark Assessment Survey / DemandGen Report

According to Forrester Research, companies that excel at lead nurturing are able to generate 50% more sales-ready leads at 33% lower the cost per lead.

AGENDA

Benefits of Inbound Nurturing 1

2

3

5 Steps to Create a Successful Campaign

Inbound Nurturing Beyond the Inbox

Benefits of Inbound Nurturing 1

1 Establish contact immediately

9 Benefits of Lead Nurturing

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

-InsideSales.com

1 Establish contact immediately 2 Build thought leadership

9 Benefits of Lead Nurturing

1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication

9 Benefits of Lead Nurturing

66% of buyers indicate “consistent and relevant communication provided by both sales and marketing organizations” is a key influence in choosing a solution provider.

-Genius.com/DemandGen Report

1 Establish contact immediately 2 Build thought leadership 3 Maintain consistent communication 4 Identify interest/pain

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

9 Benefits of Lead Nurturing

Segmented emails get 50% more clicks.

-MarketingSherpa

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

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

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 Benefits of Lead Nurturing

Nurtured leads have 9% higher average deal size and 23% shorter sales cycle.

-Market2Lead

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

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

9 Benefits of Lead Nurturing

5 Steps to Create a Successful Campaign 2

Step 1: Understand Your Buyer Personas

TIP:

Segment your nurturing by persona to tailor content to each persona’s specific challenges.

39%

34%

28%

24%

24%

24%

21%

Increased Open Rates

Greater Email Relevance

Lower Opt-Out/Unsubscribe Rates

Better Deliverability

Increased Sales Leads

Greater Revenue

Greater Customer Retention % ofrespondents

EMAIL LIST SEGMENTATION RESULTS

SOURCE: LYRIS, INC.

Step 2: Determine Your Goal

TIP:

Your goal may differ at different stages of the funnel and different personas.

POTENTIAL EMAIL GOALS:

• Generate new leads: enable sharing

• Follow up on offer download: kickback email

• Collect audience feedback: surveys

• Increase program awareness: informative copy

• Nurture leads further down the funnel: resources

• Facilitate sales process: CTA such as “call us”

• Educate customers about new features: overview

Step 3: Map Content to Every Stage of the Funnel

5 Free Infographic Templates

Content Creation Kit for Inbound Marketing Campaigns

Request a Demo of Inbound Marketing Campaign Software

Case Studies, ROI reports, RFPs

TIP:

Nurture leads with content that helps them solve their problems. This will build trust and encourage them to turn to you when they’re ready to make a purchase.

Over 75% of email revenue is now generated by alternatives to generic

one-size-fits-all campaigns.

Personalized emails see 14% higher click-through rates and

10% more conversions.

SOURCE: ALCHEMY WORX: ABERDEEN GROUP

USE PERSONALIZATION

Step 4: Set Up for Smarketing Success

TIP:

Keep an open line of communication between Sales and Marketing at all times. Get feedback, understand their day-to-day, and set up the team for success.

Step 5: Measure & Improve

TIP:

Be diligent about having a metric for everything you do. This ensures that every activity has a purpose.

1 Understand your buyer personas

2 Determine your goal

3 Create content for each stage of the funnel

4 Setup for smarketing success

5 Measure & improve

5 Steps to Create a Successful Campaign

Inbound Nurturing Beyond the Inbox 3

95% of online consumers use email; 91% check email at least once a day.

Email has longer lifespan than social media.

77% of consumers prefer email for marketing communications.

Email lets you be highly personal.

Email marketing has an ROI of 4300%.

1 There are more than 3.2 billion email accounts today.

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**NOTE: If you’re viewing this deck on a PC, the numbers appear to not be centered. Don’t adjust them! This is to account for the reformatting that occurs when moving from a mac to a pc—they’ll look centered when recorded!

EMAIL NURTURING IS EFFECTIVE

SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)

But people consume information in many ways.

Social Nurturing

Website Nurturing

Retargeting

1:1 Nurturing Leveraging Your Data

Leverage all of your channels, your content, and your people to nurture inbound prospects into inbound customers.

THANK YOU. ellie@hubspot.com

twitter.com/ellieeille

linkedin.com/in/elliemirman