from subscriber to sale: lead nurturing best practices
Post on 08-Feb-2017
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First time at HUG?
We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.
Agenda:
11:30-11:50am- sign in/network/fill out lunch order card 11:50am- Announcements 12:00pm-12:45 pm- Welcome Isaac Moche from HubSpot 12:45pm- Wrap up
Upcoming HUG Events:
August 18: Summer happy hour. Stay tuned for more details.
September 15: HUG meeting at Flying Saucer
Reminders about changes to HUG
• We’ll be sending out a survey after each HUG meeting to get your feedback.
• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.
HUG is GROWING
Great news: we’ve had record numbers of RSVPs for the last few meetings.
In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.
If 10 members use code: Win a copy of an inbound influencer’s book (We will have a variety of options from current & past INBOUND speakers while supplies last)
If 20 members use code: Win exclusive HUG branded swag that will make your INBOUND experience extra delightful
Group with the most codes used: Entire group gets access to reserved up-front seating during all keynotes & INBOUND Rocks!
INBOUND 2016 Prizes for HUGs Our Code: HUGAustin
1.Why is lead nurturing important?
2. How to create an effective lead nurturing strategy
3. What does effective lead nurturing look like?
AGENDA
LEAD NURTURINGThe process of building relationships with prospects with the goal of earning their business when they are ready.
Lead nurturing is like dating. You have to spend time establishing a relationship by building trust.
Source: Snapwire Snaps
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Use lifecycle marketing to guide your nurturing
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Use lifecycle marketing to guide your nurturing
• How many leads do you get each month?
• Through which channels do you get generate those leads?
• Do you have a sales force? If so, how many reps do you have?
• What is your business model?
• How long is your sales cycle?
THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Use lifecycle marketing to guide your nurturing
LIFECYCLE MARKETINGHow you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.
• Subscribing to your blog
• Filling out a contact form
• Requesting a consultation
• Downloading a key offer
POTENTIAL KEY TOUCHPOINTS
Loyal customers are worth up toas much of their first purchase.
SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
10X
• Transactional emails
• Welcome emails
• Confirm appointments
• Recap meetings
• A new point of contact
• Time for repurchase or renewal
USING EMAIL WITH CUSTOMERS
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Use lifecycle marketing to guide your nurturing
1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
STORE INFORMATION SURFACE INFORMATION• Website activity• Email engagement• Social Media activity• Form submissions• Conversion information• Integrations
• Personalize email• Build Lists• Trigger marketing automation• Define Personas• Lead Intelligence
1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
• Lead submits form -> confirm download and link to content
• Lead views case study page -> send most popular case study
• Lead hasn’t viewed blog in 90+ days -> send email saying you
miss them and link to best blog posts.
BEHAVIORAL EMAIL EXAMPLES
1. Track how people interact with your business online
2. Determine the important actions a user might take
3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
• What do I want the reader to do?
• Why should they do it?
• How will they know how to do it?
ASK YOURSELF
Registering for a webinar
Downloading a whitepaper offer
Subscribing to your blog
IDENTIFY A CLEAR ACTION THAT YOU CAN QUANTIFY
• Lead submits form -> confirm download and link to content
• Lead views case study page -> send most popular case study
• Lead hasn’t viewed blog in 90+ days -> send email saying you
miss them and link to best blog posts.
BEHAVIORAL EMAIL EXAMPLES
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