How to Create Qualified Leads with Lead Nurturing #InboundLearning

Transcription

1 How to Create Qualified Leads with Lead Nurturing #InboundLearning We will be starting at 2:00pm EST. Use the Question Pane in GoToWebinar to Ask Questions! CHAT WITH US: 1 Using the question pane 2 Use the hashtag #InboundLearning on Twitter

2 How to Create Qualified Leads with Lead Nurturing 11/13 Understanding the Buying Process 11/20 Creating Lead Nurturing Campaigns 11/27 Executing & Analyzing Lead Nurturing Workflows

3 Mark

4 Chris

5 AGENDA What is lead nurturing & why do we need it? 3 lead nurturing necessities Mapping content to the buying process Organizing & setting up your campaign Webinar tasks

6 1 WHAT IS LEAD NURTURING & WHY DO WE NEED IT?

7 Microwavable dinners are to 3-course home cooked meals as

8 one-off s are to lead nurturing campaigns

9 Grow & Nurture Relationships

10 Education

11 Personalization

12 Segment of 1

13 2 3 LEAD NURTURING NECESSITIES

14 Workflows vs. Branching

15 3 Things You Must Know to Execute a Campaign Create a SMART campaign goal Decide which persona to target Understand the buying process stages

16 1 CREATE A SMART CAMPAIGN GOAL

17 S.M.A.R.T. Goal Setting 1 Specific: Significant, Simple 2 Measurable: Meaningful, Manageable 3 Attainable: Appropriate, Achievable 4 Relevant: Results-oriented, Realistic 5 Timely: Time-oriented, Time-based

18 I want as many customers as soon as possible

19 I want to increase my customer base by 10% in 6 months using a lead nurturing campaign

20 2 DECIDE WHICH PERSONA TO TARGET

21 1 Who are your personas? 2 What do they need from you? 3 How are your campaigns a SEGMENT OF 1 for each persona?

22 3 UNDERSTAND YOUR BUYING PROCESS

23 The Buying Process: Perform Research Prospect knows there is a problem that needs to be solved Establish Buying Criteria Move leads through the buying process Free whitepaper Free guides & tip-sheets Free ebooks Free checklists Free videos Free kits (combo of above) Prospect recognizes a need for a solution like yours. Free webinars Case Studies Free Sample Product spec sheets Catalogs Evaluate Vendors Prospect seeks solutions to their need; ready to buy. Free trials Demos Free Consultations Estimates or quotes Coupons

24 LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content)

25 LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content) FIRST DATE (First form Completion)

26 LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content) FIRST DATE (First form Completion) MANY DATES (LN S)

27 LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content) FIRST DATE (First form Completion) MANY DATES (LN S) THE PROPOSAL (Evaluate vendor offer)

28 THE WEDDING (Become a customer!)

29 Too serious too soon? You ll scare them away.

30 To slow? You ll never have a chanc for the proposal.

31 Use the right amount of nurturing & make them yours for life!

32 3 MAPPING CONTENT TO THE BUYING PROCESS

33 3 Steps to Mapping Your Campaign Effectively Audit the content you have Map your content to the appropriate persona Decide the length of the campaign

34 1 AUDIT THE CONTENT YOU HAVE

35 Focus on quality content relevant to your personas & where fits into the buying process

36 Find relevant blog content that will resonate with your personas & their phase of the buying process

37 Identify all your offers & consider how effective they have been to date Worksheets Free Consultation Kits Webinars Events Free quote Case Studies

38 What content can you use to create new offers with?

39 2 MAP YOUR CONTENT TO THE APPROPRIATE PERSONA

40 Your content & message around the lead s needs & where they are in the buying process

41 Worksheet

42 Worksheet

43 3 DECIDE THE LENGTH OF YOUR CAMPAIGN

44 The Buying Process: Perform Research Prospect knows there is a problem that needs to be solved Establish Buying Criteria Decide the pace at which your persona moves through the process Free whitepaper Free guides & tip-sheets Free ebooks Free checklists Free videos Free kits (combo of above) Prospect recognizes a need for a solution like yours. Free webinars Case Studies Free Sample Product spec sheets Catalogs Evaluate Vendors Prospect seeks solutions to their need; ready to buy. Free trials Demos Free Consultations Estimates or quotes Coupons

45 Ask your sales team Analyze past campaigns

46 Form a Hypothesis From Your Data

47 Test Your Hypothesis with Your Campaigns

48 4 ORGANIZING & SETTING UP YOUR CAMPAIGN

49 Identify which Persona you will be targeting for this lead nurturing campaign

50 SMART Goal of campaign: I want to increase my customer base by 10% in 6 months using a lead nurturing campaign Perform Research Prospect knows there is a problem that needs to be solved Establish Buying Criteria Free whitepaper Free guides & tip-sheets Free ebooks Free checklists Free videos Free kits (combo of above) Prospect recognizes a need for a solution like yours. Free webinars Case Studies Free Sample Product spec sheets Catalogs Evaluate Vendors Prospect seeks solutions to their need; ready to buy. Free trials Demos Free Consultations Estimates or quotes Coupons

51 Campaign Timing & Timing To Fast Just Right To Slow

52 Design the lead nurturing campaign

53 Lead Nurturing Statistics 50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research) Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of marketers use a full-featured marketing automation solution (Source: Forrester Research) Lead nurturing s get 4-10 times the response rate compared to standalone blasts. (Source: SilverPop/DemandGen Report) Nurtured leads produce, on average, a 20% increase in sales opportunities versus nonnurtured leads. (Source: DemandGen Report) Lead nurturing s generate an 8% CTR compared to general sends, which generate just a 3% CTR. (Source: HubSpot) Nurtured leads make 47% larger purchases than nonnurtured leads. (Source: The Annuitas Group)

54 5 WEBINAR TASKS

55 Webinar Tasks Choose a persona to create a campaign for Use the Workbook to map your content to each stage of the buying process & persona Use the Workbook to identify the goal of the campaign, timing & the goal of each

56 Webinar Resources Buyer Personas Webinar Series Lead Nurturing Workbook How to Map Lead Nurturing Content to Each Stage in the Sales Cycle 30 Thought-Provoking Lead Nurturing Stats You Can't Ignore

57 QUESTIONS?

58 HubSpot Resources Settings > My Notifications

59 Want to Watch Previous Webinars? Watch webinar recordings Download webinar slides 4 Download webinar resources

60 THANK YOU.