Learn why lead nurturing is a critically powerful tool for marketers and how to set up a successful campaign. Presented by Ellie Mirman at AMA Tampa, March 18, 2011.

1. Deliver Results with Automated
Email Lead Nurturing
AMA Tampa
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

2. Only 33% of B2B marketers say they have
an effective lead nurturing process.
Source: Executive Benchmark Assessment Survey / DemandGen Report

3. Only 25% of leads
are legitimate and
should go to sales.
50% are qualified but
not ready to buy.
Source: Gleanster Research

4. Lead Nurturing emails get 4-10 times
the response rate compared to
standalone email blasts.
Source: SilverPop / DemandGen Report

5. 9 Benefits
of Lead Nurturing

6. 9 Benefits of Lead Nurturing
1. Establish contact immediately

7. 35-50% of sales go to the
vendor that responds first.
Source: InsideSales.com

9. 9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. 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
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
4. Identify interest/pain
5. Find segmentation opportunities

12. Segmented emails get
50% more clicks.
Source: MarketingSherpa

13. 9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
4. Identify interest/pain
5. Find segmentation opportunities
6. Maintain or increase engagement
7. Automate nurturing through sales cycle
8. Find cross-sell and up-sell opportunities

14. Nurtured leads have
9% higher average
deal size
and 23% shorter
sales cycle
Source: Market2Lead

15. 9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
4. Identify interest/pain
5. Find segmentation opportunities
6. Maintain or increase engagement
7. Automate nurturing through sales cycle
8. Find cross-sell and up-sell opportunities
9. Encourage referrals / new lead generation

16. Email marketing to existing leads
can generate significant new leads

17. 9 Benefits of Lead Nurturing
1. Establish contact immediately
2. Build thought leadership
3. Maintain consistent communication
4. Identify interest/pain
5. Find segmentation opportunities
6. Maintain or increase engagement
7. Automate nurturing through sales cycle
8. Find cross-sell and up-sell opportunities
9. Encourage referrals / new lead generation

18. 5 Steps to a
Successful
Lead Nurturing
Campaign

19. Step 1:
Determine Your Goal

20. Reawaken
Cold Leads

21. Increase
Lead Quality

22. Generate
New Leads

23. Step 2:
Select a Persona & Business Problem

25. Visitors
Leads
Step 3:
Map Content to Every Stage of the
Sales Funnel
Customers

26. Visitors
12 Quick Tips to
Search Google
Like an Expert
Leads Think Like a Publisher:
3 Tips to Generate
More Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Customers

27. Sample Lead Nurturing Series

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

30. Communicate
Campaigns
Who gets what?

31. Provide
Soundbites
How do I follow up?

32. Share Results
What worked?
What didn‟t?

33. Score Leads
How do I
prioritize?

34. Ask for Feedback
How was lead
quality?
How was lead
quantity?

35. Step 5:
Measure & Improve

36. What to Measure: Branding & Awareness

37. What to Measure: Quality Conversions

38. What to Measure: New Leads Generated

39. What to Measure: Quality Metrics

40. 5 Steps to a Successful Campaign
1. Determine your goal
2. Select persona & business problem
3. Create content for each stage of the
funnel
4. Setup for smarketing success
5. Measure and improve

41. Business Results

42. Knowledge Management Associates
Retained contact with
20-30% more event
leads that were typically
lost with prior event
registration platform

43. ProofreadNOW
“More prospects are „closing‟
themselves – sending a document
for review or emailing a question
directly … turning into a real
inbound inquiry after having been
nurtured.”
-Conni Eversull,
Director Sales & Marketing

44. ProofreadNOW

45. Threadless
“Open this email or say
goodbye forever”
re-engagement
campaign added 2,400
subscribers back to list.

46. Threadless

47. Deliver Results with Automated
Email Lead Nurturing
AMA Tampa
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

48. Extra Credit

49. Lead Nurturing
is more than
Email Marketing

50. 65% of buyers use social
media in their research &
vendor selection process
Source: Genius.com / DemandGen Report

51. 37% posted questions on social
networking sites looking for
suggestions/feedback
Source: Genius.com / DemandGen Report

52. More than 20% connected directly with
potential solution providers via social
networking channels
Source: Genius.com / DemandGen Report

53. Case Study