How To Lure In and Keep Leads

Transcription

1 How To Lure In and Keep Leads

2 Thank you for joining us! Princess Cornelio Marketing Educator Join the discussion! community.unbounce.com

3 How to Get in Touch Join the discussion! community.unbounce.com

4 The Customer Success team E: T:

5 It s great to meet you! Hana Abaza VP Marketing Join the discussion! community.unbounce.com

6 Where We re Headed Today How to generate leads with premium content Nurturing leads through the buying process How to leverage your marketing stack for success Questions How to integrate HubSpot with Unbounce demo

7 From Lead to Customer: Using Content Throughout the Buyer Journey 01

8

9 PUBLISH.

10 PUBLISH. ALL OF THE TIME.

11 Too Much Focus on Quantity Less Focus on Goals Content Shock (!)

12 WHAT DOES THIS MEAN? We need to be more strategic. We need to focus on our goals.

13 WHY CONTENT? Awareness / Engagement Lead Generation Growth / Revenue / Sales

14 WHY CONTENT? Awareness / Engagement Lead Generation Growth / Revenue / Sales

15 Content can be used to educate, persuade, and guide people through the buyer journey. You need to understand where people are so you can cater content to their needs.

16 At Uberflip, content is a big part of our lead gen and nurture strategy. Gating Your Content. Gating content is a great way to generate leads and (depending on the topic) identify people who are ready to buy. Segmenting Your Audience. Segmenting your audience based on the content they consume allows you to send them more relevant content. Nurturing Your Leads. Creating campaigns (workflows, programs etc.) that are in line with your segmentation criteria help move people down the funnel.

17 Great! But how do we actually do this?

18 To Gate or Not To Gate? If your goal is lead generation, gate high-value content.

19 Establish a Process Gate Content! Capture Lead! Sync w/ Marketing Automation! Create Nurture Track! Rinse & Repeat w/ New Content! Establishing a process is always the first step, whether you re a team of 1 or 100.

20 Your Marketing Stack Should Simplify & Enhance The Process Map out your process first, and then layer on the technology.

21 Your Marketing Stack Should Simplify & Enhance The Process Publish Content, Pass Data to HubSpot Segment & Nurture Leads Gate Content, Pass Leads to HubSpot A marketing ecosystem that works together is key to smooth experience for you and your visitors.

22 How to Generate Leads by Gating Premium Content 02

23 Two Approaches We Use to Gate Content Landing Page Form Overlay It s all about context. Pick the right approach for your content, your audience, and your goals.

24 Gating Premium Content Create a landing page Simple, clear, and concise One Call-to-Action Stay Consistent (colour, copy, design) Optimize forms for goals Consider (and track) the source Integrate form with Marketing Automation One page, one purpose. - Oli Gardner Same landing page rules apply when you re using them to gate content.

25 Clear Value Prop! Minimal Fields! Clear CTA! Relevant Image! Credibility! Same rules apply as any good landing page.

26 Responsive experience! Descriptive, value prop! Relevant Image! Lots of fields (better! qualifies leads)! Clear call-to-action!

27 Clear Value Prop! Most Relevant! Information! Clear CTA! Credibility!

28 Why Unbounce Landing Pages Instead of HubSpot? Better control over design (no coding) Easier to stay on brand Dynamic keyword feature Better for PPC campaigns More templates to choose from Better control over splitting traffic Both? Ability to create more than one variant Integrates with HubSpot A fool with a tool is still a fool. - Gary Booch

29 How to Nurture Leads Through The Buyer Journey 03

30 Nurturing Content Leads Align lead nurture with the stage in the buyer journey.

31 Nurturing Free Trails & Demo Requests Understand and define the goal of your nurture campaign.

32 Lead Nurturing 101 What s the end goal? Difference between a free trial vs. a lead from an ebook Where are they in the buyer journey? Nurturing Different Segments - Based On Source - Based On Topic - Based on Content Type - Based on Content Consumed Data becomes key Effective lead nurturing comes from a deep understanding of your audience.

33 Example: Nurturing Webinar Leads

34 Example: Nurturing a Free Trial Sign Up

35 When do you stop nurturing leads? 04

36 Identifying Sales Ready Leads Lead Scoring Prompt to signup Send to your Sales Team Based On Fit & Engagement Are they your ideal customer? Are they consuming content? Use Properties & Behavioral Data Focus on nurturing the right leads at the right time.

37 Specific pages! Visited! Points assigned!

38 Key Takeaways 05

39 KEY TAKEAWAYS 1. Define your goals 2. Establish a process 3. Gate valuable content for lead gen 4. Integrate lead gen with marketing automation 5. Nurture leads with relevant content 6. Track fit and engagement

40 ! Uberflip helps you create, manage and optimize your content experience. ü Aggregate content (blogs, ebooks, video and more) into a Content Hub ü Tailor your content experience different personas, topics and more ü Include link and form call-to-actions to generate more leads Try it Free for 14 Days!!! get.uberflip.com/unbounce

41 Thank You! Questions? Hana Abaza VP Marketing Join the discussion! community.unbounce.com