Nurah Muhamad from HubSpot explains the concept of lead nurturing.

1. Effective Lead Nurturing
Auckland HUG, September 22nd 2015
Nurah Muhamad

2. #localglobetrotr
Foodie, Whisky, EDM
Nurah
Muhamad
Customer Success Manager

3. 1 The Importance of Lead Nurturing
2 The Three Pillars of Lead Nurturing
3 Contextual Marketing | Lead Nurturing 2.0

4. 1 The Importance of Lead
Nurturing

6. Lead nurturing is the practice of engaging with contacts via
automated touches to build a relationship; with the end goal of
closing more educated and qualified customers faster

8. #INBOUND14
(source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research)
57%of a prospect’s buying decision is
complete before that prospect’s first
contact with a supplier.

9. #INBOUND14
Companies that excel at lead
nurturing generate
more sales ready
leads at
(source: Forrester Research)
50%
33%lower cost.

10. 2 The Pillars of Lead
Nurturing

11. Grow and Nurture Relationships

12. What is a BUYER
PERSONA?Semi-fictional representation of your ideal
customer based on real data and some
select educated speculation about
customer demographics, behavior patterns,
motivations, and goals.

13. Goals
Challenges
Measurements of Success
Behavioral Patterns

14. If you don’t nail down your buyer
personas, every aspect of your lead
nurturing will suffer.

15. Educational Content

16. THE BUYER’S
JOURNEYThe active research process a
potential buyer goes through
leading up to a purchase.

17. THE BUYER’S
JOURNEY
ingredient two:

18. Tailor all content,
existing and future, to
each relevant stage of
the Buyer’s Journey.

20. Hyper Personalization

21. #GrowWithHubSpot
74%
of online consumers
get frustrated when
website content appears
that has NOTHING
to do with their
interests.

22. (source: DemandGen)
Leads nurtured with
targeted content produce
an increase in sales
opportunities of more
than 20%.

23. 91%Of marketers say they
use content in
their marketing
42%say they are
effective at it.
...but only

26. Deliver the right
content to the right
person
at the right time.

27. 3 Contextual Marketing:
Lead Nurturing 2.0

28. Nurah, I’ve already
got workflows and
drip campaigns.
I already have
lead nurturing.

29. Modern technology
and the behavior of the
modern buyer has
grown the complexity of
nurturing leads through the
sales funnel.

30. #INBOUND14
NOBODY wakes up
and thinks:
“I HOPE TO
GET
MARKETED
TO TODAY.”

31. single customer view
An aggregated, consistent and holistic
representationof the data known by
a company about its customers.

32. #INBOUND14
14%
of Marketers say they were
strongly capable of creating a
single view of the customer.
-eMarketer

35. 1
2
3
Gather
Personalize
Sell
Three keys to
Contextual
Marketing:

36. Gather
Acquiring information across all
touch points.

37. Gather explicit data from form submissions.

38. Form fields
should serve
to qualify
leads, assign
Buyer
Personas and
ask direct
questions
relative to the
sales process.

39. Gather
implicit data
from
user
behavior.

40. PERSONAS:
Explicit and
implicit data will
build the 360°
view of your
Persona.

41. Personalize
Tailoring the experience across every
interaction.

43. 4%
14%
15%
15%
18%
21%
24%
24%
24%
28%
34%
39%
Other
Improved Word-of-Mouth
Greater Customer Acquisition
Lower Spam Complaints
Greater No. of Transactions
Greater Customer Retention
Better Deliverability
Increased Sales Leads
Greater Revenue
Lower Opt-Out/Unsubscribe Rates
Greater Email Relevance
Increased Open Rates
% of Respondents
Segmentation
WORKS!
Email List Segmentation Results
Source: Lyris, Inc.

44. Personalized emails improve
click-through rates by as much
as 14%, and conversion rates by as
much as 10%.

45. Device
Persona
Weather
Location
Lifecycle
Stage
Time of Day

47. SMARTCONTENT

48. Smart Calls-to-Action

49. Progressive
Profiling

50. LEAD NURTURING
IN HUBSPOT:
WORKFLOWS

51. Workflows give you the ability to automate your marketing to
actual people, not clicks and opens.

52. The Workflows tool allows us to use all the information we gather to
provide context for personalized, targeted content.
Understand Your
Buyers:
• Personalize your
marketing
• Identify buyer needs
• Understand what
content pulls leads
through sales funnel

53. What is the goal of the lead nurturing sequence or Workflow?

54. A contact you have some
(basic) information on (form
submission).
Typically includes:
• Whitepaper/e-book
downloads
• Webinar registration
A contact who behaves in a way
that makes them qualified for a
sales follow-up.
Typically includes:
• Viewed pricing page
• Clicked on case studies page
• Download of sales-centric offer
A contact who become a customer
for your organization.

55. Top of the Funnel:
AwarenessEducational
Middle of the Funnel:
Consideration
Bottom of the Funnel: Decision
Validate Solution
Contact Sales
Workflow: Convert
to MQL
Workflow: Convert
to Opportunity/
Customer
GoalContent

56. Lead Nurturing Workflow
Trigger email messages and activities within your contact records to automate your marketing strategies.
• Trigger emails, change any
contact property, and
segment your database all
through automation
• Move leads easily in and out
of campaigns as they
achieve certain goals or
take certain actions
• View detailed engagement
data for each step of your
campaign
• Create conditional checks
against every workflow step
for optimization (commonly
known as branching)

57. Sell
Building context into the sales process.

58. The goal of Contextual Marketing is to prevent any potential
friction through the sales funnel.

61. Send notifications
on key activities
direct to your
inbox.

62. Leverage implicit
and explicit data to
build stronger
relationships with
your prospects
and leads.

63. Build
social media
streams based
on segmented
lists of
contacts.

64. Don’t forget to engage or respond in real
time and with useful information!

65. People have problems. Your company has
answers. Be the conductor of that information &
solve a problem.

67. QUESTIONS?

68. THANK YOU