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
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
Mark Kilens @MarkKilens
Chris LoDolce @ChrisLoDolce
AGENDA 1 2 3 4 5 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
1 WHAT IS LEAD NURTURING & WHY DO WE NEED IT?
Microwavable dinners are to 3-course home cooked meals as
one-off emails are to lead nurturing campaigns
Grow & Nurture Relationships
Education
Personalization
Segment of 1
2 3 LEAD NURTURING NECESSITIES
Workflows vs. Branching
3 Things You Must Know to Execute a Campaign 1 2 3 Create a SMART campaign goal Decide which persona to target Understand the buying process stages
1 CREATE A SMART CAMPAIGN GOAL
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
I want as many customers as soon as possible
I want to increase my customer base by 10% in 6 months using a lead nurturing campaign
2 DECIDE WHICH PERSONA TO TARGET
1 Who are your personas? 2 What do they need from you? 3 How are your campaigns a SEGMENT OF 1 for each persona?
3 UNDERSTAND YOUR BUYING PROCESS
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
LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content)
LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content) FIRST DATE (First form Completion)
LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content) FIRST DATE (First form Completion) MANY DATES (LN EMAILS)
LEAD NURTURING IS LIKE COURTING A PERSON INTRODUCTION (Website Content) FIRST DATE (First form Completion) MANY DATES (LN EMAILS) THE PROPOSAL (Evaluate vendor offer)
THE WEDDING (Become a customer!)
Too serious too soon? You ll scare them away.
To slow? You ll never have a chanc for the proposal.
Use the right amount of nurturing & make them yours for life!
3 MAPPING CONTENT TO THE BUYING PROCESS
3 Steps to Mapping Your Campaign Effectively 1 2 3 Audit the content you have Map your content to the appropriate persona Decide the length of the campaign
1 AUDIT THE CONTENT YOU HAVE
Focus on quality content relevant to your personas & where fits into the buying process
Find relevant blog content that will resonate with your personas & their phase of the buying process
Identify all your offers & consider how effective they have been to date Worksheets Free Consultation Kits Webinars Events Free quote Case Studies
What content can you use to create new offers with?
2 MAP YOUR CONTENT TO THE APPROPRIATE PERSONA
Your content & message around the lead s needs & where they are in the buying process
Worksheet
Worksheet
3 DECIDE THE LENGTH OF YOUR CAMPAIGN
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
Ask your sales team Analyze past campaigns
Form a Hypothesis From Your Data
Test Your Hypothesis with Your Campaigns
4 ORGANIZING & SETTING UP YOUR CAMPAIGN
Identify which Persona you will be targeting for this lead nurturing campaign
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
Campaign Timing & Email Timing To Fast Just Right To Slow
Design the lead nurturing campaign
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 emails get 4-10 times the response rate compared to standalone email blasts. (Source: SilverPop/DemandGen Report) Nurtured leads produce, on average, a 20% increase in sales opportunities versus nonnurtured leads. (Source: DemandGen Report) Lead nurturing emails generate an 8% CTR compared to general email sends, which generate just a 3% CTR. (Source: HubSpot) Nurtured leads make 47% larger purchases than nonnurtured leads. (Source: The Annuitas Group)
5 WEBINAR TASKS
Webinar Tasks 1 2 3 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 email
Webinar Resources 1 2 3 4 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
QUESTIONS?
HubSpot Resources 1 http://forums.hubspot.com 2 http://help.hubspot.com 3 Settings > My Email Notifications
Want to Watch Previous Webinars? 1 2 3 http://academy.hubspot.com/webinars/ Watch webinar recordings Download webinar slides 4 Download webinar resources
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