From Subscriber to Sale: Lead Nurturing Best Practices

Welcome to

First time at HUG?

We’re so glad you’re here! We meet once a month to share inbound marketing best practices and get to know other marketers in Austin.

Agenda:

11:30-11:50am- sign in/network/fill out lunch order card 11:50am- Announcements 12:00pm-12:45 pm- Welcome Isaac Moche from HubSpot 12:45pm- Wrap up

Upcoming HUG Events:

August 18: Summer happy hour. Stay tuned for more details.

September 15: HUG meeting at Flying Saucer

Reminders about changes to HUG

• We’ll be sending out a survey after each HUG meeting to get your feedback.

• If you have a job opening you’d like to share with the HubSpot User Group, there’s a place on the HUG site for you to share the information. We’ll send an email out to the whole HUG list.

HUG is GROWING

Great news: we’ve had record numbers of RSVPs for the last few meetings.

In order for us to plan accurately and make sure we have enough space, we’re going to start sending an email when RSVPs have filled up for the month. If your plans change and you’re unable to join us, please let us know so we can open up your spot for someone else.

If 10 members use code: Win a copy of an inbound influencer’s book (We will have a variety of options from current & past INBOUND speakers while supplies last)

If 20 members use code: Win exclusive HUG branded swag that will make your INBOUND experience extra delightful

Group with the most codes used: Entire group gets access to reserved up-front seating during all keynotes & INBOUND Rocks!

INBOUND 2016 Prizes for HUGs Our Code: HUGAustin

WELCOME!AUSTIN HUG

7/22/2016Isaac Moche

Principal Inbound Professor, HubSpot

1.Why is lead nurturing important?

2. How to create an effective lead nurturing strategy

3. What does effective lead nurturing look like?

AGENDA

1 WHY IS LEAD NURTURING IMPORTANT?

LEAD NURTURINGThe process of building relationships with prospects with the goal of earning their business when they are ready.

73% of your leads will not be sales-ready when first generated

SOURCE: GLEANSTER

NURTURING IS EXACTLY WHAT IT SOUNDS LIKE – HELPING SOMEONE GROW.

Lead nurturing is like dating. You have to spend time establishing a relationship by building trust.

Source: Snapwire Snaps

“MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.”-SCOTT BRINKER

2 HOW TO CREATE AN EFFECTIVE LEAD NURTURING STRATEGY

Decide how to use lead nurturing for your business

Communicate with your leads based on their behavior

BEST PRACTICES FOR LEAD NURTURING

Use lifecycle marketing to guide your nurturing





1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales

TRADITIONAL LEAD NURTURING

1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales

SALES-FIRST LEAD NURTURING

1. Convert Lead 2. Nurture 3. Pause 4. Try Again

LEAD NURTURING AS A GATEKEEPER

• How many leads do you get each month?

• Through which channels do you get generate those leads?

• Do you have a sales force? If so, how many reps do you have?

• What is your business model?

• How long is your sales cycle?

THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:





LIFECYCLE MARKETINGHow you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.

• Subscribing to your blog

• Filling out a contact form

• Requesting a consultation

• Downloading a key offer

POTENTIAL KEY TOUCHPOINTS

BEHAVIOR-RELATED TRIGGERS

Email OpensConversion Events Page Views

MARKETING INTELLIGENCERELATED TRIGGERS

Original SourceSocial Media Data Web Analytics

PEOPLE USED TO SAY BUYER BEWARE. NOW IT’S SELLER BEWARE.

Loyal customers are worth up toas much of their first purchase.

SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS

10X

• Transactional emails

• Welcome emails

• Confirm appointments

• Recap meetings

• A new point of contact

• Time for repurchase or renewal

USING EMAIL WITH CUSTOMERS





BEHAVIORAL EMAILSending targeted emails to your contactsbased on their actions and behaviors.

1. Track how people interact with your business online

2. Determine the important actions a user might take

3. Start a conversation with a user based on that behavior

HOW TO DO BEHAVIORAL EMAIL





Your contact database is the nerve center for all of your Inbound efforts.

STORE INFORMATION SURFACE INFORMATION• Website activity• Email engagement• Social Media activity• Form submissions• Conversion information• Integrations

• Personalize email• Build Lists• Trigger marketing automation• Define Personas• Lead Intelligence

THE CONTACT RECORD CONSOLIDATES TOUCHPOINTS





BEHAVIOR IS THE CAUSE, EMAIL IS THE RESULT

Behavior Email

• Lead submits form -> confirm download and link to content

• Lead views case study page -> send most popular case study

• Lead hasn’t viewed blog in 90+ days -> send email saying you

miss them and link to best blog posts.

BEHAVIORAL EMAIL EXAMPLES





• What do I want the reader to do?

• Why should they do it?

• How will they know how to do it?

ASK YOURSELF

Registering for a webinar

Downloading a whitepaper offer

Subscribing to your blog

IDENTIFY A CLEAR ACTION THAT YOU CAN QUANTIFY

• Lead submits form -> confirm download and link to content

• Lead views case study page -> send most popular case study

• Lead hasn’t viewed blog in 90+ days -> send email saying you

miss them and link to best blog posts.

BEHAVIORAL EMAIL EXAMPLES

WHAT DOES EFFECTIVE LEAD NURTURING LOOK LIKE?3

THANK YOU.

Marketing

From Subscriber to Sale: Lead Nurturing Best Practices