How to Create Qualified Leads with Lead Nurturing #InboundLearning

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How to Create Qualified Leads with

Lead Nurturing

#InboundLearning

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How to Create Qualified Leads with Lead Nurturing

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11/20 Creating Lead Nurturing Campaigns

Understanding the Buying Process

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Mark Kilens

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Chris LoDolce

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5 AGENDA

3 lead nurturing necessities

Mapping content to the buying process Organizing & setting up your campaign

Webinar tasks

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WHAT IS LEAD

NURTURING &

WHY DO WE

NEED IT?

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Microwavable dinners are to

3-course home cooked meals as

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one-off emails are to lead

nurturing campaigns

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Grow & Nurture

Relationships

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2 3 LEAD

NURTURING

NECESSITIES

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Workflows vs.

Branching

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3 Things You Must Know to Execute a Campaign

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Create a SMART campaign goal

Decide which persona to target

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CREATE A

SMART

CAMPAIGN

GOAL

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S.M.A.R.T.

Goal Setting

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Specific: Significant, Simple

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Measurable: Meaningful, Manageable

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Attainable: Appropriate, Achievable

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Relevant: Results-oriented, Realistic

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“I want as many

customers as soon

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“I want to increase

my customer base

by 10% in 6 months

using a lead

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DECIDE WHICH

PERSONA TO

TARGET

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Who are your personas?

What do they need from you?

How are your campaigns a

SEGMENT OF 1 for each

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UNDERSTAND

YOUR BUYING

PROCESS

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The Buying Process:

Free whitepaper Free guides & tip-sheets

Free eBooks Free checklists

Free videos Free kits (combo of

above)

Free webinars Case Studies

Free Sample Product spec sheets

Catalogs Free trials _Demos Free Consultations Estimates or quotes

Coupons

Perform Research

Prospect knows there is a problem that needs to be solved

Establish Buying Criteria

Prospect recognizes a need

for a solution like yours. _{Evaluate Vendors} Prospect seeks solutions to their need; ready to buy.

Move leads through the buying process

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PERSON

LEAD NURTURING

IS LIKE COURTING A

INTRODUCTION

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FIRST DATE

(First form Completion)

PERSON

LEAD NURTURING

IS LIKE COURTING A

INTRODUCTION

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FIRST DATE

MANY DATES (LN EMAILS)

PERSON

LEAD NURTURING

IS LIKE COURTING A

INTRODUCTION (Website Content)

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FIRST DATE

MANY DATES

(LN EMAILS)

THE PROPOSAL

(Evaluate vendor offer)

PERSON

LEAD NURTURING

IS LIKE COURTING A

INTRODUCTION

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THE WEDDING

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“Too serious too soon? You’ll scare

them away.”

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“To slow? You’ll never have a chance

for the proposal.”

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“Use the right amount of nurturing

& make them yours for life!”

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3 MAPPING

CONTENT TO

THE BUYING

PROCESS

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3 Steps to Mapping Your

Campaign Effectively

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Audit the content you have

Map your content to the appropriate persona

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AUDIT THE

CONTENT YOU

HAVE

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Focus on quality content relevant to your

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Find relevant blog content that will resonate with your personas’ & their phase of the buying process

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Identify all your offers & consider how

effective they have been to date

Worksheets

Kits

Webinars

Events

Free Consultation

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What content can you use to

create new offers with?

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MAP YOUR

CONTENT TO THE

APPROPRIATE

PERSONA

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Your content & message around the lead’s needs & where they are in the

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DECIDE THE

LENGTH OF

YOUR

CAMPAIGN

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The Buying Process:

above)

Catalogs Free trials Demos Free Consultations Estimates or quotes Coupons Perform Research

Decide the pace at which your persona

moves through the process

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Ask your sales team

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Form a Hypothesis

From Your Data

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Test Your Hypothesis with

Your Campaigns

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4 ORGANIZING

& SETTING UP

YOUR

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Identify which Persona you will be targeting for

this lead nurturing campaign

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above)

Catalogs Free trials Demos Free Consultations Estimates or quotes Coupons Perform Research

SMART Goal of campaign:

“I want to increase my customer base by 10% in 6 months using a lead nurturing campaign”

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Campaign Timing & Email Timing

To Fast

To Slow

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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)

Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured 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 non-nurtured leads. (Source: The Annuitas Group)

Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (Source:

SilverPop/DemandGen Report)

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5 WEBINAR

TASKS

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Webinar Tasks

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Use the Workbook to map your content to each stage of the buying process & persona Choose a persona to create a campaign for

Use the Workbook to identify the goal of the campaign, timing & the goal of each email

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Webinar Resources

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30 Thought-Provoking Lead Nurturing Stats You Can't Ignore

Lead Nurturing Workbook

Buyer Personas Webinar Series

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How to Map Lead Nurturing Content to Each Stage in the Sales Cycle

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HubSpot Resources

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http://help.hubspot.com

http://forums.hubspot.com

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Watch webinar recordings Download webinar slides

http://academy.hubspot.com/webinars/

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