#SLCHUG Presentation August 18 2016

#SLCHUG Good morning

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Agenda• Welcome • Introductions & House Keeping w/ Doc • Automation Strategies w/ Lauren• Wake The Dead Workflow w/ Ian• Q&A & Wrap-up

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Decks Will Be Available

Recap Post Coming

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READY?

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Cool Stuff• Welcome to the launch of SLC HUG• Our goal and charter• Volunteers encouraged

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DARINBERNTSON@iGoByDoc

Founder

Co-Leader SLCHUG

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BRANDONCARTER@bscarter

Marcom Manager

HubSpot Customer

Co-Leader of SLCHUG

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Roll Call• First Event? • HubSpot Users?• HubSpot Partner Agencies?• Awesome Guests?

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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

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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

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May 26, 2016 - New Digs

The Inbound Organization in 2016

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#SLCHUGWho Wants To Sit This Close?

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Code:HUGSaltLakeCityfor contest and$50 Discount

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Save The Date Our Next SLCHUG Event

Thursday, October 27, 2016

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Confirmed Presenter

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SAVE 20% SLCHUGdmc

Reg Price $350 Discounted Price

$280 SLCSEM Non-Members

Discount ends Aug 22 - 9PM

Purchase slcsem.org/dmc

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NEXT UP

Lauren Mattos

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LAURENMATTOS@laurenmmattosLead Nurturing Marketing Manager

Preparing for 2020: Building your automation strategy

Lauren Mattos

Lauren Mattos

HI. I’M LAUREN.

@laurenmmattos

[email protected]

THIS IS BUSTER.

LET’S START…WITH A STAT

BY 2020… 85% of customers will manage relationships without ever talking to a human.

• 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!

LET’S GET STARTED.

1 WHY IS LEAD NURTURING IMPORTANT FOR MY BUSINESS?

LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.

NURTURING IS EXACTLY WHAT IT SOUNDS LIKE – HELPING SOMEONE GROW.

Lead nurturing is like dating. You have to spend time establishing a relationship by building trust.

Source: Snapwire Snaps

73% of all B2B leads are not sales-ready.

SOURCE: HUBSPOT ANNUAL REPORT, 2015

63% of companies that are outgrowing their competitors use marketing automation.

SOURCE: LEAD GENERATION MARKETING EFFECTIVENESS STUDY

EMAIL IS A VALUABLE WAY TO COMMUNICATE WITH YOUR LEADS.

…BUT IT CAN ALSO BE ABUSED

“MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.” -SCOTT BRINKER

You are creating a choose-your-own adventure that dictates how your leads will interact with your brand.

2HOW DO YOU DO LEAD NURTURING?

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. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales

TRADITIONAL LEAD NURTURING

1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales

SALES-FIRST LEAD NURTURING

1. Convert Lead 2. Nurture 3. Pause 4. Try Again

LEAD NURTURING AS A GATEKEEPER

• 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:

WORKFLOWS

SEGMENT EMAIL

“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.

HOW MANY EMAILS DO YOU PLAN TO SEND?

HOW LONG WILL THE DELAY BE BETWEEN EACH EMAIL?

NURTURING EMAIL TYPES

ESTABLISH TRUST

ADDITIONAL DOWNLOADS

GOAL ACTION

BREAKUP / GOAL ACTION

BEHAVIORAL EMAIL Sending targeted emails to your contacts based on their actions and behaviors.

BEST TACTICS TO IMPROVE EMAIL ENGAGEMENT

WHICH OF THE FOLLOWING PRACTICES ARE PART OF YOUR EMAIL MARKETING EFFORTS?

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.

BEHAVIOR IS THE CAUSE, EMAIL IS THE RESULT

Behavior 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

TIMELY PERSONAL

ACTION - BASED

BEHAVIORAL EMAIL

INTERNAL EMAIL Letting your sales team know what’s up.

YOUR SALES TEAM IS A CHANNEL

✓ 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.).

WHAT DOES AN EFFECTIVE LEAD NURTURING STRATEGY LOOK LIKE?

3

THANK YOU.

#SLCHUG

NEXT UP

Ian Shields

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IANSHIELDS@shields_word

Digital Marketing Manager

WAKE THE DEAD WORKFLOW 25% subscriber re-engagement with 3 emails

@shields_word in/iancshields

1. TRENDS 2. WHY 3. DEFINE INACTIVE 4. GAME PLAN 5 .WORKFLOW 6. MEASURABLE 7. CALL TO ACTION

WE WATCH OLYMPICS LIKE WE READ EMAILS

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.

#DirtyEmailTricks

#EmailMarketingTrend

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.

Measurable Success

email 1 win-back

email 2 preference

email 3 re-permission

25.66%conversion rate

CONTINUALLY TESTING

A/B tests are not possible with automated emails.

Email sender name variation:

HireVue Team <[email protected]>

Ian from HireVue <[email protected]>

Call-to-action text and button possibilities.

mailto:[email protected]

mailto:[email protected]

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.

http://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/

https://litmus.com/blog/3-steps-to-successful-subscriber-reengagement

http://www.marketingsherpa.com/article/case-study/cnet-win-back-email-campaign

SEND BETTER EMAILS

SEND BETTER EMAIL

@shields_word in/iancshields

#SLCHUG#SLCHUG

Questions?

#SLCHUG120

Search EngineOptimization

Blogging & Social Media

Lead Generation

Email & Automation

Marketing Analytics

Lead Management

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Coming Soon

Webinars, Blog, & Podcast

Diving deeper into HubSpot tools and Inbound Methodology,

and User Stories Watch for eMail from Doc

#SLCHUG

Save The Date Our Next SLCHUG Event

Thursday, October 27, 2016

#SLCHUG

Confirmed Presenter

#SLCHUG

SAVE 20% SLCHUGdmc

Reg Price $350 Discounted Price

$280 SLCSEM Non-Members

Discount ends Aug 22 - 9PM

Purchase slcsem.org/dmc

http://slcsem.org/dmc

#SLCHUG Presentation August 18 2016

Marketing

Transcript of #SLCHUG Presentation August 18 2016