deliver results with automated email lead nurturing
DESCRIPTION
Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.TRANSCRIPT
Deliver Results with Automated
Email Lead NurturingAMA Tampa
Ellie MirmanInbound Marketing Manager
HubSpot
Twitter: @ellieeille
Only 33% of B2B marketers say they have
an effective lead nurturing process.
Source: Executive Benchmark Assessment Survey / DemandGen Report
Only 25% of leads
are legitimate and
should go to sales.
50% are qualified but
not ready to buy.
Source: Gleanster Research
Lead Nurturing emails get 4-10 times
the response rate compared to
standalone email blasts.
Source: SilverPop / DemandGen Report
9 Benefits of Lead Nurturing
9 Benefits of Lead Nurturing
1. Establish contact immediately
35-50% of sales go to the
vendor that responds first.
Source: InsideSales.com
9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
66% of buyers indicate
“consistent and relevant
communication provided
by both sales and
marketing organizations”
is a key influence in choosing
a solution provider.
Source: Genius.com / DemandGen Report
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
Segmented emails get
50% more clicks.
Source: MarketingSherpa
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
Nurtured leads have
9% higher average
deal size
Source: Market2Lead
and 23% shorter
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. Encourage referrals / new lead generation
Email marketing to existing leads
can generate significant new leads
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
5 Steps to a Successful
Lead Nurturing Campaign
Step 1:
Determine Your Goal
Reawaken
Cold Leads
Increase
Lead Quality
Generate
New Leads
Step 2:
Select a Persona & Business Problem
Visitors
Leads
Customers
Step 3:
Map Content to Every Stage of the
Sales Funnel
Visitors
Leads
Customers
12 Quick Tips to
Search Google
Like an Expert
Think Like a Publisher:
3 Tips to Generate
More Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Sample Lead Nurturing Series
Tips for Content Creation
• Invest in content creation (people, time)
• Create content for each stage of the sales funnel
• Make content creation a routine
• Reuse content when possible
• Recruit others (other departments, guests,
interviews)
Step 4:
Set Yourself Up for Smarketing Success
Communicate
Campaigns
Who gets what?
Provide
Soundbites
How do I follow up?
Share Results
What worked?
What didn‟t?
Score Leads
How do I
prioritize?
Ask for Feedback
How was lead
quality?
How was lead
quantity?
Step 5:
Measure & Improve
What to Measure: Branding & Awareness
What to Measure: Quality Conversions
What to Measure: New Leads Generated
What to Measure: Quality Metrics
5 Steps to a Successful Campaign
1. Determine your goal
2. Select persona & business problem
3. Create content for each stage of the
funnel
4. Setup for smarketing success
5. Measure and improve
Business Results
Knowledge Management Associates
Retained contact with
20-30% more event
leads that were typically
lost with prior event
registration platform
ProofreadNOW
“More prospects are „closing‟
themselves – sending a document
for review or emailing a question
directly … turning into a real
inbound inquiry after having been
nurtured.”
-Conni Eversull,
Director Sales & Marketing
ProofreadNOW
Threadless
“Open this email or say
goodbye forever”
re-engagement
campaign added 2,400
subscribers back to list.
Threadless
Deliver Results with Automated
Email Lead NurturingAMA Tampa
Ellie MirmanInbound Marketing Manager
HubSpot
Twitter: @ellieeille
Extra Credit
Lead Nurturing
is more than
Email Marketing
65% of buyers use social
media in their research &
vendor selection process
Source: Genius.com / DemandGen Report
37% posted questions on social
networking sites looking for
suggestions/feedback
Source: Genius.com / DemandGen Report
More than 20% connected directly with
potential solution providers via social
networking channels
Source: Genius.com / DemandGen Report
Case Study