Post on 13-Apr-2017
#SLCHUG
Agenda• Welcome • Introductions & House Keeping w/ Doc • Automation Strategies w/ Lauren• Wake The Dead Workflow w/ Ian• Q&A & Wrap-up
#SLCHUG
Our Goals For SLCHUG• Education
– Inbound in general– Some HubSpot specific
• Who is this for? – HubSpot Customers, Partners & Prospects– Anyone who wants to sharpen Inbound skills
#SLCHUG
Our Goals For SLCHUG• Frequency
– Minimum 4 times a year– Is there a demand for more?
• These events are for you – We are not here to sell anyone– This is a learning environment– Let’s be “inbound” and be helpful to each other
#SLCHUG
SAVE 20% SLCHUGdmc
Reg Price $350 Discounted Price
$280 SLCSEM Non-Members
Discount ends Aug 22 - 9PM
Purchase slcsem.org/dmc
• Marketing automation has seen the fastest growth of any CRM-
related segment in the last 5 years • Nurtured leads make 47% bigger purchases than non-nurtured
leads
MORE STATS!
WHY ARE YOU TELLING US THIS? Because the time to start building out your automation strategy is NOW. Don’t wait!
LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.
Lead nurturing is like dating. You have to spend time establishing a relationship by building trust.
Source: Snapwire Snaps
63% of companies that are outgrowing their competitors use marketing automation.
SOURCE: LEAD GENERATION MARKETING EFFECTIVENESS STUDY
You are creating a choose-your-own adventure that dictates how your leads will interact with your brand.
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Learn how to build a great individual workflow
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Learn how to build a great individual workflow
• How many leads do you get each month?
• Through which channels do you get generate those leads? • Do you have a sales force? If so, how many reps do you have? • What is your business model? • How long is your sales cycle?
THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Learn how to build a great individual workflow
“Alice asked the Cheshire Cat, who was sitting in a tree, “What road do I take?”
The cat asked, “Where do you want to go?”
“I don’t know,” Alice answered.
“Then,” said the cat, “it really doesn’t matter, does it?”
• Attend a webinar
• Download and ebook, guide or offer • Request a consultation • View a case study • Start a free trial
APPROPRIATE LEAD NURTURING GOALS
YOU DON’T BUILD A HOUSE WITHOUT A BLUEPRINT. MAP YOUR WORKFLOW OUT VISUALLY BEFORE YOU START BUILDING.
Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
Learn how to build a great individual workflow
1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
EACH CHANNEL AND EVENT IS A CHANCE TO LISTEN TO USERS, LEARN MORE ABOUT THEM, AND START A CONVERSATION.
1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
• Lead submits form -> confirm download and link to content
• Lead views case study page -> send most popular case study • Lead hasn’t viewed blog in 90+ days -> send email saying you
miss them and link to best blog posts. • Lead views the pricing page -> send email asking for a call or fill
out a contact form
BEHAVIORAL EMAIL EXAMPLES
1. Track how people interact with your business online 2. Determine the important actions a user might take 3. Start a conversation with a user based on that behavior
HOW TO DO BEHAVIORAL EMAIL
✓ The trick is getting them involved at the right moment.
✓ Leverage automation to alert sales reps when leads have completed marketing qualified or sales qualified events (i.e visiting a pricing page, requesting a demo, etc.).
The real truth is…
no one reads an email.
People read what interests them, and sometimes it’s an email.
TOP 10 EMAIL CLIENTS
Lewkowicz, Kayla. Litmus, Mobile Back Up To 56% For July 2016 Email Market Share.
ENVIRONMENTAL GROWTH
Lewkowicz, Kayla. Litmus, Mobile Back Up To 56% For July 2016 Email Market Share.
5 ways Gmail users can express,“I don’t want this email,”in order of severity:
1. Delete the selected email
2. Unsubscribe available through Gmail’s native unsubscribe link
3. [NEW] Block like blocking someone on FaceBook
4. Report spam and potentially damage sender’s deliverability
5. Report phishing - condemn the sender to the 8th Circle of Hell
WHY
Respect your subscribers. Help subscribers clear their clutter and enjoy the unique magic of a tidy inbox.
Email marketing databases naturally degrade by about 22.5% every year.
Enable relevant content to be received by maintaining a clean list of quality subscribers
Dead subscribers drag down deliverability, and interfere with metrics and analysis.
INACTIVE SUBSCRIBERS > 180 DAYS
Last email click date
Last email open date
Last SF activity date
NOT filled out any form
GAME PLAN
There is opportunity to re-engage your inactive subscribers.
Segment, target, and count unengaged subscribers with a smart list.
The goal is engagement so measure clicks and NOT opens.
Continue to nurture re-engaged subscribers.
WORKFLOW
inactives #1 31 days click?
#2 30 days click?
yes
yes
yes
#3 3 days click?
Opt out[x] Execute on business days only[x] Execute during morning or afternoon[x] Suppress customers, opportunities, sales qualified leads, team members, etc.[x] When contact no longer meets the starting conditions, unenroll from workflow
EMAIL #1: WIN-BACK
Subject{{contact.firstname}}, It’s been awhile since...
Preview TextBring back that lovin’ feelin’. You now have access the full document, TrustRadius HireVue Product Report.
PurposeEmail is meant to re-engage inactive subscribers, by offering an un-gated piece of impartial product reviews.
EMAIL #2: PREFERENCE UPDATE
SubjectSome things change and some things stay the same.
Preview TextChoose to make your inbox work for you. Help us help you.
PurposeEmail is intended to have subscribers actively participate in cleaning their inbox.
EMAIL #3: RE-PERMISSION
SubjectSaying goodbye is never easy to do… So, we thought we’d give you a chance to rethink things.
Preview TextChoose "Don’t Let Me Go" otherwise, we’ll take you off our list in three business days.
PurposeEmail is meant to receive permission again from subscribers.
CONTINUALLY TESTING
A/B tests are not possible with automated emails.
Email sender name variation:
HireVue Team <team@hirevuemail.com>
Ian from HireVue <ishields@hirevuemail.com>
Call-to-action text and button possibilities.
ADDITIONAL RESOURCES
1. Smart Insights, The best email statistics sources to benchmark...
2. HubSpot blog, The Email Campaign You Need to Clean Your List & Re-Engage Subscribers.
3. Litmus blog, 3 Steps to Successful Subscriber Reengagement.
4. MarketingSherpa case study, Email Marketing: CNET win-back campaign sees 8% subscriber re-engagement.
#SLCHUG120
Search EngineOptimization
Blogging & Social Media
Lead Generation
Email & Automation
Marketing Analytics
Lead Management
#SLCHUG#SLCHUG
Coming Soon
Webinars, Blog, & Podcast
Diving deeper into HubSpot tools and Inbound Methodology,
and User Stories Watch for eMail from Doc
#SLCHUG
SAVE 20% SLCHUGdmc
Reg Price $350 Discounted Price
$280 SLCSEM Non-Members
Discount ends Aug 22 - 9PM
Purchase slcsem.org/dmc