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1. How to Heat Things Up?
#HUGSingapore
Re-Engaging Cold Leads

2. Our 7 year inbound growth journey!
Digital Agency of the Year 2016 (Local Hero)

3. We practice what we preach
● One of Singapore’s first:
§ HubSpot resellers
§ Silver-tier HubSpot agency partners
● Won the HubSpot Impact Award for
International Client Growth Story
Some of our HubSpot clients:

4. Fastacash HubSpot
Case Study

5. What we’ll cover today?
● The Inbound Marketing journey to generate & nurture leads
● Re-engaging cold leads through marketing automation emails
● 3 Pro-Tips for higher conversion from emails

6. The Inbound
Marketing Journey
#HUGSingapore
Converting Strangers to
Leads & Nurturing them to
become Customers

7. How do we find something
or learn about something?
Active
Search
Passive
Discovery
Disruptive
Ads
Search Engines Social Media Display & Text Ads

8. Inbound vs. Outbound
Inbound
Search Engine Optimization
(SEO)
Social Media Marketing
Blog & Content Marketing
Email Marketing
Outbound
Search Engine Marketing
(SEM)
Display Banner Ads
Programmatic Ads
Social Ads
Website
Microsite
Mobile App
Analytics to
Measure & Optimize

9. Inbound Marketing Journey

10. How does this look at a practical
level for a SME?

11. What happens once you have
captured a lead into a CRM?

12. Not every lead is equally valuable.
Lead
Qualification
HOT
WARM COLD

13. How do you define
a cold lead?

14. It depends.
But if someone in your list has not
opened an email more than 3 times,
she has probably gone cold L

15. Re-engaging Cold Leads via
Marketing Automation
#HUGSingapore
Lead Scoring.
WorkFlow Triggers
Automated, Personalized eDMS

16. 1. Understand the buyer
persona of the cold lead

17. Cold leads can have different personas too!

18. Cold leads can have different personas too!

19. 2. Not every cold lead is the same.
Assign a score to a lead automatically.

20. Identify leads that have gone cold through
Lead Scoring
● Write out a detailed list of ways a visitor could engage with your
company online before becoming a customer? (subscribing to a blog,
downloading a whitepaper, requesting for a demo etc.)
● Write out a list of demographic & filmographic qualification criteria
(industry, company size, location, buyer roles etc.)
● Set out a point value for each of the above explicit and implicit criteria

22. 3. Create Workflows to
re-engage Cold Leads of different personas
with different scores

24. 4. Re-engage Cold Leads
through personalized
content based on their behaviour.

25. “Personalized emails increase both
transaction & revenue rates by 6x”

26. • On-site behavior
• Device
• Channel
• Geography
• Day & Time

28. 5. Complement your efforts
by re-engage through paid ads

29. Re-engage your cold leads by following
them around the web

30. Re-engage your cold list through “custom
audiences” paid campaigns

31. Drive Higher Conversions
from Your Emails
#HUGSingapore
3 Pro-Tips

32. DO: Include visuals DON’T: Make it text heavy
Hi -­-­First Name=there-­-­,
Since you’ve enquired about our trainings in the past, we
thought you might be interested in our new Growth
Hacking with Digital Masterclass, starting on May 4.
Why growth hacking? It’ll help you increase your
marketing ROI, acquire more loyal customers and scale-­
up your business!
Our Masterclass calendar:
May 4 -­ Digital Marketing Fundamentals
May 18 -­ Social Media & Viral Marketing
June 8 -­ Website & Mobile User Experience
June 23 -­ Search Optimization & Content Marketing

33. DO: Include a visual CTA DON’T: Have an all-text CTA

34. DO: Include 1-2 hyperlinks DON’T: Stuff hyperlinks

35. Any Questions?
Prantik Mazumdar, Managing Partner at Happy Marketer
Get in touch with me at: prantik@happymarketer.com