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How to Create Qualified Leads with
Lead Nurturing
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How to Create Qualified Leads with Lead Nurturing
11/13
Understanding the Buying Process
11/20
Creating Lead Nurturing Campaigns
11/27
Executing & Analyzing Lead Nurturing
Workflows
Mark Kilens
@MarkKilens
Chris LoDolce
@ChrisLoDolce
AGENDA
1
2
3
4
5
What is lead nurturing & why do we need it?
3 lead nurturing necessities
Mapping content to the buying process
Organizing & setting up your campaign
Webinar tasks
1
WHAT IS LEAD
NURTURING &
WHY DO WE
NEED IT?
Microwavable dinners are to
3-course home cooked meals as
one-off emails are to lead
nurturing campaigns
Grow & Nurture
Relationships
Education
Personalization
Segment of 1
2
3 LEAD
NURTURING
NECESSITIES
Workflows vs.
Branching
3 Things You Must Know to Execute a Campaign
1
Create a SMART campaign goal
2
Decide which persona to target
3
Understand the buying process stages
1
CREATE A
SMART
CAMPAIGN
GOAL
S.M.A.R.T. Goal Setting
1
Specific: Significant, Simple
2
Measurable: Meaningful, Manageable
3
Attainable: Appropriate, Achievable
4
Relevant: Results-oriented, Realistic
5
Timely: Time-oriented, Time-based
“I want as many
customers as soon
as possible”
“I want to increase
my customer base
by 10% in 6 months
using a lead
nurturing campaign”
2
DECIDE WHICH
PERSONA TO
TARGET
1
Who are your personas?
2
What do they need from you?
3
How are your campaigns a
SEGMENT OF 1 for each
persona?
3
UNDERSTAND
YOUR BUYING
PROCESS
The Buying Process:
Perform Research
Move leads through
the buying process
Prospect knows there is a
problem that needs to be
solved
Establish Buying Criteria
Free whitepaper
Free guides & tip-sheets
Free eBooks
Free checklists
Free videos
Free kits (combo of
above)
Prospect recognizes a need
for a solution like yours.
Evaluate Vendors
Prospect seeks solutions to
their need; ready to buy.
Free webinars
Case Studies
Free Sample
Product spec sheets
Catalogs
Free trials
Demos
Free Consultations
Estimates or quotes
Coupons
LEAD NURTURING
IS LIKE COURTING A
INTRODUCTION
(Website Content)
PERSON
LEAD NURTURING
IS LIKE COURTING A
INTRODUCTION
(Website Content)
PERSON
FIRST DATE
(First form Completion)
LEAD NURTURING
IS LIKE COURTING A
INTRODUCTION
(Website Content)
PERSON
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
LEAD NURTURING
IS LIKE COURTING A
INTRODUCTION
(Website Content)
PERSON
FIRST DATE
(First form Completion)
THE PROPOSAL
(Evaluate vendor offer)
MANY DATES
(LN EMAILS)
THE WEDDING
(Become a customer!)
“Too serious too soon? You’ll scare
them away.”
“To slow? You’ll never have a chanc
for the proposal.”
“Use the right amount of nurturing
& make them yours for life!”
3
MAPPING
CONTENT TO
THE BUYING
PROCESS
3 Steps to Mapping Your
Campaign Effectively
1
Audit the content you have
2
Map your content to the appropriate
persona
3
Decide the length of the campaign
1
AUDIT THE
CONTENT YOU
HAVE
Focus on quality content relevant to your
personas & where fits into the buying process
Find relevant blog content that will resonate with
your personas’ & their phase of the buying process
Identify all your offers & consider how
effective they have been to date
Worksheets
Free Consultation
Kits
Webinars
Free quote
Events
Case Studies
What content can you use to
create new offers with?
2
MAP YOUR
CONTENT TO THE
APPROPRIATE
PERSONA
Your content & message
around the lead’s needs
& where they are in the
buying process
Worksheet
Worksheet
3
DECIDE THE
LENGTH OF
YOUR
CAMPAIGN
The Buying Process:
Perform Research
Prospect knows there is a
problem that needs to be
solved
Decide the pace at
which your persona
moves through the
process
Establish Buying Criteria
Free whitepaper
Free guides & tip-sheets
Free eBooks
Free checklists
Free videos
Free kits (combo of
above)
Prospect recognizes a need
for a solution like yours.
Evaluate Vendors
Prospect seeks solutions to
their need; ready to buy.
Free webinars
Case Studies
Free Sample
Product spec sheets
Catalogs
Free trials
Demos
Free Consultations
Estimates or quotes
Coupons
Ask your sales team
Analyze past campaigns
Form a Hypothesis
From Your Data
Test Your Hypothesis with
Your Campaigns
4
ORGANIZING
& SETTING UP
YOUR
CAMPAIGN
Identify which Persona you will be targeting for
this lead nurturing campaign
SMART Goal of campaign:
“I want to increase my customer base by 10% in 6
months using a lead nurturing campaign”
Perform Research
Prospect knows there is a
problem that needs to be
solved
Establish Buying Criteria
Free whitepaper
Free guides & tip-sheets
Free eBooks
Free checklists
Free videos
Free kits (combo of
above)
Prospect recognizes a need
for a solution like yours.
Evaluate Vendors
Prospect seeks solutions to
their need; ready to buy.
Free webinars
Case Studies
Free Sample
Product spec sheets
Catalogs
Free trials
Demos
Free Consultations
Estimates or quotes
Coupons
Campaign Timing & Email Timing
To Fast
To Slow
Just Right
Design the lead nurturing campaign
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)
Lead nurturing emails
get 4-10 times the
response rate compared
to standalone email
blasts. (Source:
SilverPop/DemandGen
Report)
Nurtured leads produce, on average, a 20%
increase in sales opportunities versus nonnurtured 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 nonnurtured leads. (Source: The
Annuitas Group)
5
WEBINAR
TASKS
Webinar Tasks
1
Choose a persona to create a campaign for
2
Use the Workbook to map your content to
each stage of the buying process & persona
3
Use the Workbook to identify the goal of the
campaign, timing & the goal of each email
Webinar Resources
1
Buyer Personas Webinar Series
2
Lead Nurturing Workbook
3
How to Map Lead Nurturing Content to
Each Stage in the Sales Cycle
4
30 Thought-Provoking Lead Nurturing
Stats You Can't Ignore
QUESTIONS?
HubSpot Resources
1
http://forums.hubspot.com
2
http://help.hubspot.com
3
Settings > My Email Notifications
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THANK
YOU.