an intro to lead nurturing - brandreach.at onboarding dokumente/e… · report on the success of a...
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SHOULD ALL LEADS BE HANDED OFF TO SALES RIGHT AWAY?
leads that are sold too early are often lost leads.
ONLY 5% OF MARKETING GENERATED LEADS ARE
CONSIDERED VERY-HIGH QUALITYSource: The State of Inbound 2016
LEAD NURTURING STRATEGY
Delivering a great message is about the marriage of content and context.
Planning a Lead Nurturing Workflow
1. Define your enrollment criteria
2. Pick a goal for your workflow
3. Choose your workflow type
4. Plan the emails you will send
ENROLLMENT GOAL
What action did they take that would enroll them in your lead nurturing workflow?
AWARENESS FORM SUBMISSION
Planning a Lead Nurturing Workflow
1. Define your enrollment criteria
2. Pick a goal for your workflow
3. Choose your workflow type
4. Plan the emails you will send
Goals work best when centered around a behavior or action.
Photo Credit: Pixabay
WORKFLOW GOAL At the end of this workflow my contact will book a meeting with a sales representative.
ENROLLMENT CRITERIA Contact enters my workflow after filling out the form on
my consideration stage landing page.
ENROLLMENT GOAL
What do you wan them to do at the end of this lead nurturing workflow?
AWARENESS FORM SUBMISSION
BOOKED MEETING WITH SALES REP
WHAT IS THE PURPOSE OF SETTING A GOAL?
WHAT IS THE PURPOSE OF SETTING A GOAL?
Report on the success of a lead nurturing effort (conversion rate)
Prevent leads from being over-nurtured or nurtured at the wrong time. Anywhere a contact meets your goal, they are removed from your workflow.
Planning a Lead Nurturing Workflow
1. Define your enrollment criteria
2. Pick a goal for your workflow
3. Choose your workflow type
4. Plan the emails you will send
Standard: Contacts will start actions or delays immediately after being enrolled based on the contact’s interaction.
Lead Nurturing
Notifications
Fixed Date: Contacts will start actions that are centered around a particular date that you, the marketer, defines.
Webinar
In-Person Event
Planning a Lead Nurturing Workflow
1. Define your enrollment criteria
2. Pick a goal for your workflow
3. Choose your workflow type
4. Plan the emails you will send
Contact Property Based: Contacts will start actions that are centered around a variable date that exists in a contact property.
Renewal Date
Birthday
The top reasons U.S. email users unsubscribe from business or nonprofit email subscriptions are for receiving too many emails (69%) and receiving too many irrelevant emails (56%).
Source: ChadwickMartinBailey
NURTURING EMAIL TYPES
BUILD TRUST
ADDITIONAL DOWNLOADS
GOAL ACTION
BREAKUP / GOAL ACTION
DELAY DELAY DELAY
Hey Billy,
Your lead receives an email right away after filling out the form on our awareness landing page.
This build trust email includes a link to the content that was just downloaded and more free content.
EMAIL #1 BUILD TRUST EMAIL
Further educate your lead with the information they want need when they need it most.
Place a CTA in this email to drive your leads to fill out another form.
EMAIL #2 ADDITIONAL DOWNLOAD
Include the call-to-action that will drive your lead to achieve your intended goal.
e.g: Book a meeting, register for a webinar, download a pricing guide.
EMAIL #3 GOAL ACTION
TALK TO A GROWTH EXPERT TODAY >
QUALIFY MORE LEADS
CLOSE MORE DEALS
From: JetBlue Airways [email protected]: Breaking up is hard to do...
Date: May 13, 2017 at 11:15 AMTo: [email protected]
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Let’s stay togetherIf you still want to receive emails from us, click here. (Goodchoice – we knew this was love at first flight!)
It’s complicatedTo change your email preferences, make updates here. (Weunderstand – things might have been moving a little fast.)
We’re on a breakIf you no longer want to receive emails from us, click here tounsubscribe. (We’re sad to see you go, but maybe we’ll gettogether again someday?)
Sure, we’ve got some baggage and sometimes we have our heads inthe clouds, but we know you’ll make the right decision.
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Preference Center Help Corporate Travel Privacy About JetBlue
Add [email protected] to your address book to ensure delivery to your inbox.
This e-mail was sent to [email protected]. To update your preferences or unsubscribe from future JetBlue emails pleaseclick here. We’re sorry but email sent in reply to this message will not be answered. If you have questions, please visit the Helpsection at jetblue.com. JetBlue Airways, 6322 South 3000 East, Suite G10, Salt Lake City, UT 84121.
*Baggage weight and size limits apply.
**Based on average fleet-wide seat pitch of U.S. airlines.
EMAIL #4 GOAL ACTION / BREAK UP
LEAD NURTURING
USING BRANCHING LOGIC
What is Branching Logic? HubSpot Workflow BRANCHING LOGIC
Branching logic allows you to break your contacts into two different paths based on a requirement.
What is Branching Logic?
THIS NOT THIS
HubSpot Workflow BRANCHING LOGIC
YES NO
Basic Lead Nurturing Example with Branching LogicEMAIL #1Build Trust
EMAIL #2Additional Download
EMAIL #3Goal Action
YES NO
EMAIL #2 VARIATIONAdditional Download
EMAIL #3Goal Action
DID THEY ENGAGE W/ EMAIL #2?
GOAL ACTION ACHIEVED?
Workflow Completed Goal Action/ Break UpYES NO
GOAL ACTION ACHIEVED?
Workflow Completed Goal Action/ Break Up
DELAY
DELAY
DELAY
DELAY
DELAY
USE GLIFFY TO PLAN OUT YOUR WORKFLOWS
LEAD NURTURING
USING MULTIPLE WORKFLOWS
MARKETING QUALIFIED
LEAD
LEAD ENGAGED LEAD HIGHLY ENGAGED LEAD
Workflow Workflow Workflow
USE MORE MORE THAN ONE WORKFLOW TO NURTURE YOUR LEADS
Download E-Book Attend WebinarDownload Checklist Request Meeting
Workflow WorkflowWorkflow
LEAD MQL
USE MORE MORE THAN ONE WORKFLOW TO NURTURE YOUR LEADS
