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Virtual Workshop: How to Generate Leads From Email Marketing Using the HubSpot Software
Meghan Keaney AndersonProduct Marketing ManagerHubSpot
Sarah GoligerEmail Marketing ManagerHubSpot
#HubSpotEmail
MeghanAnderson
Product Marketing Manager at HubSpot
@meghkeaney
#HubSpotEmail
SarahGoliger
Email Marketing Manager at HubSpot
@sarahbethgo
#HubSpotEmail
Housekeeping Notes:
Webinar slides + video will be emailed to all
Interact with us on Twitter: #HubSpotEmail2
1
Email Meets Inbound Marketing.
Most people think email is about three things.
But that kind of thinking puts email in a silo.
The average annual decay of a corporate email list. Source: Marketing Sherpa
25%
of B2B Marketers can segment emails based on where leads are in the sales cycle. Source: Marketing Sherpa
Only 31%
of B2B marketers say lack of data is a major obstacle to targeting emails.Source: B2B Magazine
37%
Leaving you with an eroded list
and a lack of useful data.
An alternate
way to look at email
Build and Grow Your List
Create Targeted Segments
Create, Personalize, Send4
Converting those email leads
Agenda
Nurture Your Leads
Email as a
full-funnel
strategy
Measure Impact
Build & GrowYour List1
@MeghKeaney
Fill the Top of the Funnel
Grow your list• 1
Grow your list
Grow your list• 1
Create Targeted Segments2
Segmented emails get
50% more clicks thanemail blasts. Source: Marketing Sherpa
27
Create, Personalize,& Send3
Personalized emails improve click-through rates by 14%.
Source: The Aberdeen Group
Nurture Your Leads4
The decision process
Top of the funnel Middle of the Funnel Bottom of the Funnel
Nurtured leads have a
23% shorter sales cycle.
Source: Market2Lead
1. 7 Tips to Increase Your Lead
Generation ebook
5 Ways to Increase Your Return on
Investment
2. Live Webinar on Improving
Conversion Rates
Free ROI Assessment Report
3. Demo of Contacts/EM
Demo Of Analytics
JoeJohn
Measure Email’s Impact5
83% of email marketers are not analyzing or reporting their email metrics. Source: Marketing Sherpa
Measure your email performance.
Measure your email performance.
Focus on the metrics that matter to you.
Get a full-funnel picture.
Testing brings consistent, immediate results.
45
A/B testing with HubSpot’s email tool
Don’t obsess over subject lines.
Test everything, test often.
HOMEWORK. (WE PROMISE IT’S MORE FUN THAN CALCULUS.)
49
1. START A TRIAL.
2. GO TO THE EMAIL TOOL.
3. BUILD AN EMAIL AND ADD PERSONALIZATION TAGS.
4. TRY DIFFERENT TEMPLATES AND STYLES.
5. SEND A TEST EMAIL TO SEE HOW IT LOOKS.
Contacts Database
Discuss With a HubSpot Expert
#HubSpotEmail
Targeted Lists
Nurturing Workflows
Emails
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