The document discusses the benefits of lead nurturing through automated email campaigns. It provides statistics showing that lead nurturing emails have higher response rates than standalone emails and can establish immediate contact with leads. The document outlines a 5-step process for setting up a successful lead nurturing campaign, including determining goals, selecting personas, mapping content to sales funnel stages, setting up systems for communication and results sharing, and measuring outcomes. Examples are given of companies that improved lead retention and conversions through lead nurturing campaigns.
6. 9 Benefits of Lead Nurturing Establish contact immediately
7. 35-50% of sales go to the vendor that responds first. Source: InsideSales.com
8.
9. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication
10. 66% of buyers indicate“consistent and relevant communication provided by both sales and marketing organizations”is a key influence in choosing a solution provider. Source: Genius.com / DemandGen Report
11. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities
13. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities Maintain or increase engagement Automate nurturing through sales cycle Find cross-sell and up-sell opportunities
14. Nurtured leads have9% higher average deal size and 23% shortersales cycle Source: Market2Lead
15. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities Maintain or increase engagement Automate nurturing through sales cycle Find cross-sell and up-sell opportunities Encourage referrals / new lead generation
17. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities Maintain or increase engagement Automate nurturing through sales cycle Find cross-sell and up-sell opportunities Encourage referrals / new lead generation
18. 5 Steps to a SuccessfulLead Nurturing Campaign
26. Visitors Leads Customers 12 Quick Tips to Search Google Like an Expert Think Like a Publisher: 3 Tips to Generate More Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot
28. Tips for Content Creation Invest in content creation (people, time) Create content for each stage of the sales funnel Make content creation a routine Reuse content when possible Recruit others (other departments, guests, interviews)
29. Step 4: Set Yourself Up for Smarketing Success
40. 5 Steps to a Successful Campaign Determine your goal Select persona & business problem Create content for each stage of the funnel Setup for smarketing success Measure and improve
Agenda:Benefits of Email Lead NurturingHow to Put Together a Successful Campaign in 5 StepsBusiness Case Studies with Real Results
http://blog.hubspot.com/blog/tabid/6307/bid/6286/Act-Fast-3-Reasons-to-Nurture-Leads-Immediately.aspxScience of Email Marketing Webinar
Note: not real dataOR new email addresses/signups
Knowledge Management Associates – professional services company (knowledge management, productivity solutions, custom apps)Generated a lot of business through event marketing, but couldn’t gather useful info about attendeesUsed landing pages and lead nurturing to capture leads and nurture them over time
Using Inbound Marketing, grew inbound traffic and leads – volume was too high to follow upNeeded way to sort out high quality leads – wanted to see who’s looking just for “free” info vs. sales ready – based on response to emails & impact on lead grade
Focus on reusing existing content and introducing new leads to lots of offers.
Re-engagement campaign with subject line “open this email or say goodbye forever. (kinda sounds like your crazy ex, right?)”Goal was to get some attention, show they’re serious about removing people from list, hopefully get people to stay involved by email or social mediaDidn’t expect to see substantial reengagement numbersAdded 2,400 subscribers (that they would have otherwise stopped mailing)http://blog.hubspot.com/blog/tabid/6307/bid/9386/6-Lessons-For-Awesome-Email-Marketing-From-Threadless.aspx