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91% of online consumers check their email daily. Email marketing is the engine room of your inbound marketing strategy. It can help accelerate people through your funnel and create new leads for your company. Join us for this live webinar to discuss how you can set up an effective email marketing program to generate and nurture leads for your company. After viewing this webinar you will learn how to: Create persona driven email marketing campaigns Build lead nurturing to help educate your prospects from site visit to customer Use context to drastically improve your stats Generate new leads from email
Citation preview
Email Marketing: The Inbound Way
Kieran Flanagan, Marketing Director (EMEA), Hubspot
2
Kath Pay, Plan to Engage Kieran Flanagan, Hubspot
Your presenters today are:
1 Webinar slides + video will be emailed to all.
2Ask questions in the chat panel and we will answer them at the end.
Email marketing
can be a sad place at times
25%The average annual decay of a corporate email list. Source: Marketing Sherpa
Only 31%of B2B marketers can segment emails based on where leads are in the sales cycle . Source: Marketing Sherpa
of B2B marketers say lack of data is a major obstacle to targeting emails.Source: B2B Magazine
37%
Leaves us with poor targeting, a lack of useful data and an eroded list.
Let’s fix that
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
1Better
Targeting & Data
Collection 1
GrowYour List
1Grow
Your List
1Better
Targeting & Data
Collection 1
GrowYour
Database
Fill the Top of the Funnel
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best
practices• Easier reporting to sales and CEO
Primary
OWNER OLLIE• Business owner (Founder, President, Partner)• Small business (1-10 employees)• Industry expert with no marketing experience• BA History (University of Illinois)• 44, Married, 3 Kids (20, 16, and 11)
Goals:• Deliver on past sales• Generate new sales• Keep the business running
Challenges:• Lack of marketing expertise• No control over marketing assets• No time or budget for marketing
Loves HubSpot because:• Get more sales and leads• Get control over marketing assets• Learn Inbound Marketing
Secondary
ENTERPRISE ERIN• Director of Marketing Operations
(VP Marketing , Product Marketing)• Large company (200-2,000 employees)• Marketing team of 15+• BS (Merrimack), MBA (Bentley)• 30, Married recently
Goals:• Demand/pipeline generation• Campaign execution and coordination
Challenges:• Working with sales• Data & technlogy overload• Selling use cases to IT, Legal,
Sales, Execs
Loves HubSpot because:• Integration with all of her systems• Homebase for marketing with
takeaways• Easy to execute on campaigns• Stay at the forefront of marketing
Secondary
Grow your list
1Better
Targeting & Data
Collection 2 Targeting &
Personalisation
Create targeted segments
Segmented emails get
50% more clicks thanemail blasts. Source: Marketing Sherpa
Collecting the Right Data
• Geography• Age• Gender• Persona• Organisation type• Organisation size• Industry• Job function• Seniority• Past purchases• Frequency of purchase
or visit• Purchase cycle
• Content topic• Content format• Interest level• Education level• Change in behavior• Lifecycle stage• Email type• Satisfaction index• Form abandonment• Social media activity• Number of conversions• Current products
Personalisati
on helps a lot
Personalized emails improve click-through rates by 14%.
Source: The Aberdeen Group
3Happier List with Better Nurturing
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 Joe
3Create
Marketing Assets
Create a Content Machine23Context to Personalise your Funnel4
Create a Broad
Strategy with
Context
Narrow Context Marketing Strategy.
Email Marketing
Relevant List Segment
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA
The key to Context Marketing success is a broad strategy that focuses on the individual.
The Broad Context Marketing Strategy.
Personas
Dynamic Website Images
& Copy
Dynamic Email Content
Personalised Social Media Engagement
Personalised Landing Pages
Mobile Optimised
5Grow Your List with
You need to know your Personas,
You need to know your Content mix,
You can produce new leads from
Email.
THANKYOU
Get Your Trial
http://offers.hubspot.com/free-trial