Deliver Results with Automated Email Lead Nurturing

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