Multi-Channel Lead Nurturing
22
Multi-Channel Lead Nurturing Ellie Mirman Marketer & Customer Researcher at HubSpot @ellieeille
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Presented at the Target Marketing InterAct Virtual Conference - August 23, 2011.
Transcript of Multi-Channel Lead Nurturing
Multi-Channel Lead Nurturing
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille
SO HOW DOES THIS ACTUALLY WORK
A case study
PRINCIPLE 1 UNDERSTAND YOUR CUSTOMERS
Where are your customers
What are their problems
2
3
What makes their job difficult
2 What are they searching for
3 What are they talking about
1
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
SO HOW DOES THIS ACTUALLY WORK
A case study
PRINCIPLE 1 UNDERSTAND YOUR CUSTOMERS
Where are your customers
What are their problems
2
3
What makes their job difficult
2 What are they searching for
3 What are they talking about
1
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
A case study
PRINCIPLE 1 UNDERSTAND YOUR CUSTOMERS
Where are your customers
What are their problems
2
3
What makes their job difficult
2 What are they searching for
3 What are they talking about
1
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
PRINCIPLE 1 UNDERSTAND YOUR CUSTOMERS
Where are your customers
What are their problems
2
3
What makes their job difficult
2 What are they searching for
3 What are they talking about
1
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
Where are your customers
What are their problems
2
3
What makes their job difficult
2 What are they searching for
3 What are they talking about
1
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
What are their problems
2
3
What makes their job difficult
2 What are they searching for
3 What are they talking about
1
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
What makes their job difficult 1
bull Interview customers and potential customers about their job
bullWhat are they trying to do bullWhat are they trying to learn
bullWhat do they need to show their bosses
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
What are they searching for 2
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
What are they talking about 3
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
PRINCIPLE 2 SOLVE PROBLEMS
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
Now that you know their problemshellip
2
3
Create content around customer problems
2 Publish and share that content where your market will find it
3 Map content to the stage in the funnel
1
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
Website Visitors
Sales
Leads
TOFU (Top of the Funnel)
MOFU (Middle of the Funnel)
The funnel needs a variety of content
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
12 Quick Tips to Search
Google Like an Expert
Think Like a Publisher
3 Tips to Generate Leads
Software Company Doubles
Organic Traffic and Grows Lead
Conversions with HubSpot
Map content to the stages of the funnel
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
PRINCIPLE 3 CATCH lsquoEM WHILE THEYrsquoRE HOT
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
What do you want them to do next
bull Download a whitepaper
bull Request a demo
bull Subscribe to your blog
What gets them to the next stage of the funnel
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
Focus on
one step
at a time
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
LEAD NURTURING IS ABOUT
MORE THAN EMAIL
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
65 of buyers use social
media in their research amp
vendor selection process
Source Geniuscom DemandGen Report
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
37 posted questions on social
networking sites looking for
suggestionsfeedback
Source Geniuscom DemandGen Report
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
More than 20 connected directly with
potential solution providers via social
networking channels
Source Geniuscom DemandGen Report
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
You need to
be in multiple
places
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
THANK YOU QUESTIONS
Ellie Mirman Marketer amp Customer Researcher at HubSpot ellieeille HubSpotcomEllieMirman
