The benefits of inbound nurturing, and steps to take to nurture leads through the sales and marketing funnel in an inbound way. Presented at the Inbound Marketing Bootcamp - May 21, 2014 - Neenah, WI.

1. Building Prospect Relationships
through Inbound Nurturing
Ellie Mirman

2. When you do
Inbound
Marketing right,
you attract
potential
customers early
in the sales and
marketing
process.

3. That means you
need to nurture
those leads
until they are
qualified and
ready to buy.

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

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

6. According to Forrester Research,
companies that excel at lead nurturing are
able to generate 50% more sales-ready
leads at 33% lower the cost per lead.

7. AGENDA
Benefits of Inbound Nurturing1
2
3
5 Steps to Create a Successful Campaign
Inbound Nurturing Beyond the Inbox

8. Benefits of Inbound
Nurturing1

9. 1 Establish contact immediately
9 Benefits of Lead Nurturing
35-50% of sales go to the
vendor that responds first.
-InsideSales.com

10. 1 Establish contact immediately
2 Build thought leadership
9 Benefits of Lead Nurturing

11. 1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
9 Benefits of Lead Nurturing
66% of buyers indicate “consistent and relevant communication
provided by both sales and marketing organizations” is a key
influence in choosing a solution provider.
-Genius.com/DemandGen Report

12. 1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
9 Benefits of Lead Nurturing

13. 1 Establish contact immediately
2 Build thought leadership
3 Maintain consistent communication
4 Identify interest/pain
5 Find segmentation opportunities
9 Benefits of Lead Nurturing
Segmented emails get
50% more clicks.
-MarketingSherpa

14. 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
9 Benefits of Lead Nurturing

15. 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
9 Benefits of Lead Nurturing

16. 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 Benefits of Lead Nurturing
Nurtured leads have 9%
higher average deal size and
23% shorter sales cycle.
-Market2Lead

17. 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
9 Benefits of Lead Nurturing

18. 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
9 Benefits of Lead Nurturing

19. 5 Steps to Create a
Successful Campaign2

20. Step 1:
Understand Your Buyer Personas

21. TIP:
Segment your nurturing by persona to
tailor content to each persona’s specific
challenges.

22. 39%
34%
28%
24%
24%
24%
21%
Increased Open Rates
Greater Email Relevance
Lower Opt-Out/Unsubscribe Rates
Better Deliverability
Increased Sales Leads
Greater Revenue
Greater Customer Retention % of
respondents
EMAIL LIST SEGMENTATION RESULTS
SOURCE: LYRIS, INC.

23. Step 2:
Determine Your Goal

24. TIP:
Your goal may differ at different stages of
the funnel and different personas.

25. POTENTIAL EMAIL GOALS:
• Generate new leads: enable sharing
• Follow up on offer download: kickback email
• Collect audience feedback: surveys
• Increase program awareness: informative copy
• Nurture leads further down the funnel: resources
• Facilitate sales process: CTA such as “call us”
• Educate customers about new features: overview

26. Step 3:
Map Content to Every Stage of the Funnel
5 Free Infographic
Templates
Content Creation Kit for
Inbound Marketing Campaigns
Request a Demo of Inbound
Marketing Campaign Software
Case Studies, ROI reports, RFPs

27. TIP:
Nurture leads with content that helps them
solve their problems. This will build trust
and encourage them to turn to you when
they’re ready to make a purchase.

28. Over 75% of email revenue is now
generated by alternatives to generic
one-size-fits-all campaigns.
Personalized emails see 14%
higher click-through rates and
10% more conversions.
SOURCE: ALCHEMY WORX: ABERDEEN GROUP
USE PERSONALIZATION

29. Step 4:
Set Up for Smarketing Success

30. TIP:
Keep an open line of communication
between Sales and Marketing at all times.
Get feedback, understand their day-to-
day, and set up the team for success.

31. Step 5:
Measure & Improve

32. TIP:
Be diligent about having a metric for
everything you do. This ensures that every
activity has a purpose.

33. 1 Understand your buyer personas
2 Determine your goal
3 Create content for each stage of the funnel
4 Setup for smarketing success
5 Measure & improve
5 Steps to Create a Successful Campaign

34. Inbound Nurturing
Beyond the Inbox3

35. 95% of online consumers use email; 91% check email at
least once a day.
Email has longer lifespan than social media.
77% of consumers prefer email for marketing communications.
Email lets you be highly personal.
Email marketing has an ROI of 4300%.
1 There are more than 3.2 billion email accounts today.
6
2
3
4
5
EMAIL NURTURING IS EFFECTIVE
SOURCE: EXACTTARGET (1,2), DIRECT MARKETING ASSOCIATION (4, 6)

36. But people consume
information in many ways.

37. Social Nurturing

38. Website Nurturing

39. Retargeting

40. 1:1 Nurturing Leveraging Your Data

41. Leverage all of your channels, your content, and your people
to nurture inbound prospects into inbound customers.

42. THANK YOU.
ellie@hubspot.com
twitter.com/ellieeille
linkedin.com/in/elliemirman