Inbound uk2012 presentationfinal
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Transcript of Inbound uk2012 presentationfinal
Build highly specific
segments and deliver
more targeted marketing
messages
• Trigger actions
based on granular
lead behaviour
• Build reports,
trigger nurturing
campaigns,
individual emails,
etc.
CONTACTS: TIMELINE SEGMENTATION
WORKFLOWS
Smart Flows: Based not just on actions but on
persona and lifecycle stage
Webhooks: Actions that occur on your site or other
marketing channels
Smart CTAs: Personalise and convert based on
previous behaviour
Smart Flows
SMARTFLOWS
http://help.hubspot.com/articles/How_To_Doc/how-
create-a-smart-flow
Smart Flows
• Change the Lifecycle
Stage of a contact based
on their inclusion on a list
• Build an introductory
Smart Flow email
campaign
• Build a reengagement
Smart Flow email
campaign
• Increment a contact's
grade/score based on a
contact’s inclusion on a
list
• Assign contacts a specific
Persona property value
Example WEBHOOKS
Send SMS Alerts
• text a sales person when a hot lead returns to the pricing
page
Auto-follow
• auto-follow users who follow your account on Twitter
Trigger offers
• trigger a special on-site offer for qualified returning customers
Follow-up
• leave someone a voicemail saying their support ticket has
been received
Internal chat alerts
• send alerts to your company's internal chat stream that lets
employees know that something interesting/important has
happened
SMART CTAs
Personalise and convert
based on previous behaviour
Create dynamic segments
based on data and
behaviour.
Automatically shift your
CTAs to reflect the interests
of whoever is looking at
them.
A/B test your CTAs, find out
which messages increase
clicks and conversions.
WHAT DOES SHE/HE
THINK?
WHAT DOES
SHE/HE HEAR?
WHAT DOES
SHE/HE SEE?
WHAT DOES
SHE/HE
SAY & DO?
CUSTOMER PAIN CUSTOMER GAIN
Name:Persona:
SOURCE:BUSINESS MODEL GENERATION
START WITH YOUR PERSONA
MAP YOUR CONTENT TO THE MARKETING FUNNEL
1. Awareness
2. Specific
Information
Needs
3. Evaluation
Marketing Qualified
Lead
CREATE GREAT OFFERS
Check out what CTAs and Landing Pages are performing best and use
these assets to support your lead nurturing campaigns
DESIGN YOUR WORKFLOW
workflow options
Manual segmented
list
Form based
workflow
Simple automated workflow
Behaviour based
workflow
BEHAVIOUR BASED AUTOMATION
Segment based on other than form submissions
For example:
When a user visits your web page
Clicks on a CTA
Mentions a trigger word on Twitter
THIS IS ADVANCED MARKETING AUTOMATION
DESIGN YOUR BEHAVIOUR WORKFLOW 1
Based on their behaviour leads are automatically allocated into a
lead nurturing campaign
Lead Nurturing
Campaign 1
Lead Nurturing
Campaign 2
Image Source: HubSpot
ITS TIME TO SET UP YOUR CAMPAIGN RULES
Set up your trigger
rule.
Then its easy to add
additional steps to
drive your leads
down the marketing
funnel
CUSTOM SCORE YOUR LEADS
Marketing Qualified
Lead 80 points
1• White Paper 10 points
2• How to Guide 20 points
3• Webinar 50 points
Sale ready lead
passes to Sales
INTEGRATE YOUR LEAD NURTURING CAMPAIGN
For maximum impact integrate your lead nurturing campaign with
other channels and CRM systems for close loop analytics
SOCIALEMAIL CRM