Professors: Isaac Moche

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1 CLASS 07 Developing Relationships with Lead Nurturing Professors: Isaac Moche Certification Brought to you by HubSpot Academy

2 1 WHY IS LEAD NURTURING IMPORTANT FOR MY BUSINESS?

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

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

5 Source: Snapwire Snaps Lead nurturing is like dating. You have to spend time establishing a relationship by building trust.

6 73% of all B2B leads are not sales-ready. SOURCE: HUBSPOT ANNUAL REPORT, 2015

7 63% of companies that are outgrowing their competitors use marketing automation. SOURCE: LEAD GENERATION MARKETING EFFECTIVENESS STUDY

8 IS A VALUABLE WAY TO COMMUNICATE WITH YOUR LEADS.

9 BUT IT CAN ALSO BE ABUSED

10 MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN. -SCOTT BRINKER

11 You are creating a choose-your-own adventure that dictates how your leads will interact with your brand.

12 2 HOW DO YOU DO LEAD NURTURING?

13 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

14 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

15 TRADITIONAL LEAD NURTURING 1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales

16 SALES-FIRST LEAD NURTURING 1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales

17 LEAD NURTURING AS A GATEKEEPER 1. Convert Lead 2. Nurture 3. Pause 4. Try Again

18 THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS: 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?

19 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

20 SEGMENT WORKFLOWS

21 Alice asked the Cheshire Cat, who was sitting in a tree, What road do I take? The cat asked, Where do you want to go? I don t know, Alice answered. Then, said the cat, it really doesn t matter, does it?

22 APPROPRIATE LEAD NURTURING GOALS Attend a webinar Download and ebook, guide or offer Request a consultation View a case study Start a free trial

23 YOU DON T BUILD A HOUSE WITHOUT A BLUEPRINT. MAP YOUR WORKFLOW OUT VISUALLY BEFORE YOU START BUILDING.

24 HOW MANY S DO YOU PLAN TO SEND?

25 HOW LONG WILL THE DELAY BE BETWEEN EACH ?

26 NURTURING TYPES ESTABLISH TRUST ADDITIONAL DOWNLOADS GOAL ACTION BREAKUP / GOAL ACTION

27 BEST PRACTICES FOR LEAD NURTURING Decide how to use lead nurturing for your business Learn how to build a great individual workflow Communicate with your leads based on their behavior

28 BEHAVIORAL Sending targeted s to your contacts based on their actions and behaviors.

29 Exploding coke bottle, either video or image

30 BEST TACTICS TO IMPROVE ENGAGEMENT

31 WHICH OF THE FOLLOWING PRACTICES ARE PART OF YOUR MARKETING EFFORTS?

32 HOW TO DO BEHAVIORAL 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

33 HOW TO DO BEHAVIORAL 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

34 EACH CHANNEL, AND EVENT, IS A CHANCE TO LISTEN TO USERS, LEARN MORE ABOUT THEM, AND START A CONVERSATION.

35 HOW TO DO BEHAVIORAL 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

36 BEHAVIOR IS THE CAUSE, IS THE RESULT Behavior

37 BEHAVIORAL EXAMPLES 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 saying you miss them and link to best blog posts.

38 HOW TO DO BEHAVIORAL 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

39 TIMELY PERSONAL BEHAVIORAL ACTION - BASED

40 3 WHAT DOES AN EFFECTIVE LEAD NURTURING STRATEGY LOOK LIKE?

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55 THANK YOU.