Our second Knoxville HubSpot User Group (HUG) event was one to remember! HubSpot sent Evan Dean all the way from Boston to share some exciting tips and tricks for email marketing. Here's his presentation--we hope you enjoy it!
3. 1 Why email marketing is (still) important
2 How to send the right email to the right person
3 Why automate your emails
4 How to successfully automate your marketing
AGENDA
16. BUYER PERSONAS
• Who are your ideal customers?
• What are their interests?
• What are their pain-points
• What are their behavior patterns?
• What are their motivations?
• What are their goals?
28. LEAD NURTURING STATISTICS:
50% of leads are qualified but not yet ready
to buy. (Source: Gleanster Research)
Jeff Ernst of Forrester Research, Inc., estimates that only about 5% of marketers
use a full-featured marketing automation solution (Source: Forrester Research)
79% of marketing leads never convert into
sales. Lack of lead nurturing is the common
cause of this poor performance. (Source:MarketingSherpa)
Companies that excel at lead nurturing
generate 50% more sales ready leads at 33%
lower cost. (Source: Forrester Research)
Nurtured leads produce, on average, a 20%
increase in sales opportunities versus non-
nurtured leads. (Source: DemandGen Report)
Lead nurturing emails
generate an 8%
CTR compared to general
email sends, which
generate just a 3% CTR.
(Source: HubSpot)Relevant emails drive 18 times
more revenue than broadcast emails.
(Source: Jupiter Research)
Lead nurturing emails
get 4-10 times the
response rate compared
to standalone email
blasts. (Source:
SilverPop/DemandGen
Report)
29. Workflows gives you the ability to automate your
marketing to actual people, not clicks and opens.
34. PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
INTRODUCTION
(Website Content)
35. PERSON
LEAD NURTURING
IS LIKE COURTING A
FIRST DATE
(First form Completion)
MANY DATES
(LN EMAILS)
INTRODUCTION
(Website Content)
THE PROPOSAL
(Evaluate vendor offer)
37. SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Workflow Workflow Workflow
38. SET WORKFLOWS GOALS SPECIFIC TO LIFECYCLE STAGES
CUSTOMERLEAD MARKETING QUALIFIED LEAD OPPORTUNITYSUBSCRIBER
Workflow Workflow Workflow Workflow
39. CREATE WORKFLOWS WITH GOALS WITHIN A
LIFECYCLE STAGE FOR LONGER SALES CYCLES
Download EBook Attend WebinarDownload Checklist Request Demo
Workflow WorkflowWorkflowLEAD
MARKETING
QUALIFIED
LEAD
40. 3 TYPES OF WORKFLOWS:
1. Standard - Triggered by a contact's time of enrollment,
like joining a smart list or filling out a form.
2. Fixed - Triggered by a calendar date, like a webinar,
conference, or holiday
3. Property-Based - Triggered by a contact date property,
like a trial expiration date or renewal date.
42. Goals lists should be used with all
Workflows that you developed that
have an intended outcome in mind.
Examples of contacts meeting the
criteria of a goal list include contacts
registering for a webinar or
conference, requesting a demo,
visiting a pricing page etc.
Successful Workflows never use goal lists
based on if a contact simply opens or clicks a
link in an email
WORKFLOW GOAL LISTS
44. Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal: To request a consultation
45. Name HR Professionals – Improving Executive Performance
Startin
g
Criteria
:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal To request a consultation
Step Send blog – Early Identification of Declining Behaviors -
(plain text email)
Step Send self-assessment – Auditing Your Organization’s
Plaguing Behaviors
Step Send eBook – How to Right Declining Executive
Behavior Through Training
Step Send a Case Study + video tutorial
Step Send offer to request a consultation
46. Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal To request a consultation
Step Send blog – Early Identification of Declining Behaviors -
(plain text email)
Step Send self-assessment – Auditing Your Organization’s
Plaguing Behaviors
Step Send eBook – How to Right Declining Executive Behavior
Through Training
Step Send a Case Study + video tutorial
Step Send offer to request a consultation
If they download this,
remove from the
Workflow and add to
a different Workflow
If not, keep in this Workflow
If not, keep in this Workflow
If they download the
eBook, remove from
the Workflow and add
to a different
Workflow
47. Name HR Professionals – Improving Executive Performance
Starting
Criteria:
Downloaded “The Complete Handbook to Declining
Executive Performance” + is an HR Professional
Goal To request a consultation
Step Send blog – Early Identification of Declining Behaviors -
(plain text email)
Step Send self-assessment – Auditing Your Organization’s
Plaguing Behaviors
Step Send eBook – How to Right Declining Executive Behavior
Through Training
Step Send a Case Study + video tutorial
Step Send offer to request a consultation
If they download this,
remove from the
Workflow and add to
a different Workflow
If not, keep in this Workflow
If not, keep in this Workflow
If they download the
eBook, remove from
the Workflow and add
to a different
Workflow
51. Lead to MQL workflow!
Was email clicked?!
No.! Yes.!
What about now?!
No.! Yes.!
What about now?!
No.! Yes.!
52. Goal
Considera-on
(Webinar)
Considera-
on
Webinar
Goal
Decision
(Buyer
Guide)
Send
Email
Awareness > Consideration > Decision Workflow
Awareness
Download
Decision
Buyer
Guide
Goal
$
Purchase
$
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
500
or
less
Did
not
complete
goal
(add
to
monthly
list)
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Goal
Met
Yes
No
Send
Email
Finished
nurturing
but
did
not
meet
goal
Finished
nurturing
but
did
not
meet
goal
Finished
nurturing
but
did
not
meet
goal
53. Identify who you will be targeting: It is important for goal setting to
identify which lifecycle stage and persona(s) you will be targeting.
Create a goal for the Workflow: The goal of your Workflow should be to
move your leads through the lifecycle/buying process stages. Make the goal
something quantifiable like “request demo/trial/assessment/inquiry.
Create list to trigger nurturing Workflow: The options available to
trigger a Workflow are almost limitless. Start with a simple list which includes your
content downloads (whitepapers, Ebooks, checklists, case study downloads, etc,
and begin experimenting from there
Write emails and save for automation: Make sure you are clear on email
best practices to maximize your chances of each lead completing the goal you set
Create Workflow: Don’t forget to turn the Workflow on!
Analyze/Update Workflow: Make sure you take the time to analyze your
Workflow and don’t be afraid to switch things up.
BEST PRACTICES FOR NURTURING
WORKFLOWS