convert leads to sales webinar
Post on 10-May-2015
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© 2012 Brightfire Limited
Convert Leads to CustomersWith HubSpot 3 EnterpriseMeghan Anderson - HubSpot Product Marketing Manager Johnny Mone – Brightfire Director
Introduction: Creating Marketing People Love
3 Top Things You Need in HubSpot3
How to nurture leads into customers
Q&A
Agenda
create marketing people love
Content
Context
Top 3 things you need
Contacts Smart Lists Workflows
Smart Lists
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.
CONTACTS: TIMELINE SEGMENTATION
SMART LISTS
Automatic segmentationbased on each contact's behaviour and properties
WORKFLOWS
Smart Flows: Based not just on actions but on persona and lifecycle stage
Webhooks: Actions that occur on your site or other marketing channels
Smart CTAs: Personalise and convert based on previous behaviour
Smart Flows
SMARTFLOWS
http://help.hubspot.com/articles/How_To_Doc/how-create-a-smart-flow
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
• Assign contacts a specific Persona property value
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
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.
NEXT STEPS
Now that you have joined the Gym
Time to get fit!
PLAN A CAMPAIGN
WHAT DOES SHE/HE THINK?
WHAT DOES SHE/HE HEAR?
WHAT DOES SHE/HE SEE?
WHAT DOES SHE/HE
SAY & DO?
CUSTOMER PAIN CUSTOMER GAIN
Name:Persona:
SOURCE:BUSINESS MODEL GENERATION
START WITH YOUR PERSONA
MAP YOUR CONTENT TO THE MARKETING FUNNEL
1. Awareness(e.g. white paper, survey, ebook, infographic, video)
2. Specific Information Needs(e.g. ‘How To’ Guide, Detailed Review, Checklist)
3. Application to your circumstances(e.g. Seminar, Webinar, Situation Assessment)
Sales Ready Leads
CREATE GREAT OFFERS
Check out what CTAs and Landing Pages are performing best and use these assets to support your lead nurturing campaigns
DESIGN YOUR WORKFLOW
workflow options
Manual segmented
list
Form based
workflow
Simple automated workflow
Behaviour based
workflow
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
DESIGN YOUR BEHAVIOUR WORKFLOW 1
Based on their behaviour leads are automatically allocated into a lead nurturing campaign
Lead Nurturing Campaign 1
Lead Nurturing Campaign 2
DESIGN YOUR BEHAVIOUR WORKFLOW 2
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
CUSTOM SCORE YOUR LEADS
Marketing Qualified Lead 80 points
1• White Paper 10 points
2• How to Guide 20 points
3• Webinar 50 points
Sale ready lead passes to Sales
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
SET YOUR GOAL
The goal of lead nurturing is to generate customers not leads
So remember these 3 rules:
1. PACE 2. CONSISTENCY3. TRANSPARENCY
BRIGHTFIRE HUBSPOT
Twitter: @brightfireview
Blog: brightfire.co.uk/blog
Web: www.brightfire.co.uk
johnny.mone@brightfire.co.uk
Twitter: @HubSpot
Blog: blog.hubspot.com
Web: www.hubspot.com
manderson@hubspot.com
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