Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns
•
3 gefällt mir•3,111 views
Going beyond the top of the funnel basic content offers, this session will highlight how to progress buyers to richer, more engaging interactions, such as a product demo or trial, to ultimately convert. The session also will highlight the types of content that work for middle of the funnel nurturing campaigns that help move prospects closer to buyers.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns
Ähnlich wie Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns (20)
Mehr von G3 Communications
Mehr von G3 Communications (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Creating Content for The Middle Of The Funnel For Lead Nurturing Campaigns
- 1. Creating Content for the Middle of the Funnel
- 2. I’m Jeanne Hopkins. Nice to meet you. @jeannehopkins VP, Marketing @HubSpot
- 3. 1 The Inbound Marketing Philosophy 2 Telling HubSpot’s Marketing Story 3 White Bread vs. Wheat Bread Leads 4 Measuring Your Marketing 5 Questions Agenda
- 6. For decades, marketing focused on pushing messages out.
- 7. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL 7
- 8. Be more inbound to draw people in at all stages of the sales and marketing process. “Here’s some exceptional content, useful data &/or awesome service. Enjoy.”
- 12. 1 Get Found 73% of B2B executives use search engines to find goods & services for their business.
- 13. 2 Convert
- 14. 3 Analyze
- 15. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
- 17. Get Found 73% of B2B executives use search engines to find goods & services for their business.
- 18. 10 Beta Customers 2 Leads Per Day Circa 2007 5 Employees $x Small seed investment by Founder 18
- 19. Customers 5961 3855 1150 317 48 3 2006 2007 2008 2009 2010 2011
- 20. Convert
- 21. Leads
- 22. 22
- 24. 24
- 26. Analyze
- 27. Wheat Bread Lead Value VSB Marketer Enterprise Experiments VAR Demo $22.18 $138.86 $166.06 $29.44 $22.33 Contact Sales $21.72 $80.92 $111.16 $39.99 $27.21 IMA $3.97 $56.09 $67.25 $5.71 $9.75 Free Trial $3.50 $31.27 $21.96 $3.08 $6.50 White Bread $0.42 $6.44 $2.74 $0.44 $0.61
- 31. Assessment Offer
- 32. Free Trial Offer
- 33. Assessment Offer
- 34. Assessment Offer
- 35. Demo Offer
- 36. 10+ Behavior-Based Lead Nurturing Series
- 38. Convert • 5-7% overall conversion rate • 1,200 landing pages with 45% conversion rate • Hundreds of social media messages / month • 50-90 segmented and targeted emails / month • 10+ behavior-based lead nurturing series • Intelligence about lead behavior drives alerts for sales team • 10,000 MQLs given to sales each month
- 39. 3 Analyze
- 40. Data is your friend.
- 41. 1,200 Landing Pages 45% conversion rate
- 43. Measure each stage of your sales & marketing process. VISITS PROSPECTS LEADS WO. LEADS OPPS CUST
- 44. Drill into each source to diagnose. Visitors Leads Sales SEO Social Media
- 45. Set targets for each key metric.
- 46. Measure progress DAILY. 100% 80% % Progress to Goal 60% Actual Goal 40% 20% 0% 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Business Days Left in Month
- 48. 1 What does Your Wheat Bread Look Like? 2 How Much are Those Leads Worth? 3 Develop Calls-to-Action 4 Use All Available Real Estate 5 Measure and Report Summary
- 49. What is HubSpot?
- 50. + + You can do marketing this way. + + + SEO Consultants
- 51. Or you All-in-One can do Marketing Software marketing this way. 51
- 52. Search Engine Optimization Blogging & Social Media Lead Generation Lead All-in-One Management Marketing Software Email & Automation Marketing Analytics 52
- 53. 3 days 2000 7 50+ 6 breakout inspiring 15 small 0 reasons inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals Get
- 54. 25%
- 55. off
- 59. Early
- 60. Bird
- 64. CODE:
- 68. All-in-One Free Instant Marketing Software Assessment of Your Marketing: http://Marketing.Grader.com Jeanne Hopkins Twitter.com/jeannehopkins Linkedin.com/in/jeannehopkins jhopkins@HubSpot.com www.HubSpot.com 54