The document discusses the benefits of lead nurturing through automated email campaigns. It provides statistics showing that lead nurturing emails have higher response rates than standalone emails and can establish immediate contact with leads. The document outlines a 5-step process for setting up a successful lead nurturing campaign, including determining goals, selecting personas, mapping content to sales funnel stages, setting up systems for communication and results sharing, and measuring outcomes. Examples are given of companies that improved lead retention and conversions through lead nurturing campaigns.

1. Deliver Results with Automated Email Lead Nurturing AMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

2. Only 33% of B2B marketers say they have an effective lead nurturing process. Source: Executive Benchmark Assessment Survey / DemandGen Report

3. Only 25% of leads are legitimate and should go to sales. 50% are qualified but not ready to buy. Source: Gleanster Research

4. Lead Nurturing emails get 4-10 times the response rate compared to standalone email blasts. Source: SilverPop / DemandGen Report

5. 9 Benefits of Lead Nurturing

6. 9 Benefits of Lead Nurturing Establish contact immediately

7. 35-50% of sales go to the vendor that responds first. Source: InsideSales.com

9. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication

10. 66% of buyers indicate“consistent and relevant communication provided by both sales and marketing organizations”is a key influence in choosing a solution provider. Source: Genius.com / DemandGen Report

11. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities

12. Segmented emails get 50% more clicks. Source: MarketingSherpa

13. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities Maintain or increase engagement Automate nurturing through sales cycle Find cross-sell and up-sell opportunities

14. Nurtured leads have9% higher average deal size and 23% shortersales cycle Source: Market2Lead

15. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities Maintain or increase engagement Automate nurturing through sales cycle Find cross-sell and up-sell opportunities Encourage referrals / new lead generation

16. Email marketing to existing leads can generate significant new leads

17. 9 Benefits of Lead Nurturing Establish contact immediately Build thought leadership Maintain consistent communication Identify interest/pain Find segmentation opportunities Maintain or increase engagement Automate nurturing through sales cycle Find cross-sell and up-sell opportunities Encourage referrals / new lead generation

18. 5 Steps to a SuccessfulLead Nurturing Campaign

19. Step 1: Determine Your Goal

20. Reawaken Cold Leads

21. Increase Lead Quality

22. Generate New Leads

23. Step 2: Select a Persona & Business Problem Kadient photo by: David Meerman Scott

25. Visitors Leads Customers Step 3: Map Content to Every Stage of the Sales Funnel

26. Visitors Leads Customers 12 Quick Tips to Search Google Like an Expert Think Like a Publisher: 3 Tips to Generate More Leads Software Company Doubles Organic Traffic and Grows Lead Conversions with HubSpot

27. Sample Lead Nurturing Series

28. Tips for Content Creation Invest in content creation (people, time) Create content for each stage of the sales funnel Make content creation a routine Reuse content when possible Recruit others (other departments, guests, interviews)

29. Step 4: Set Yourself Up for Smarketing Success

30. Communicate Campaigns Who gets what?

31. Provide Soundbites How do I follow up?

32. Share Results What worked? What didn’t?

33. Score Leads How do I prioritize?

34. Ask for Feedback How was lead quality? How was lead quantity?

35. Step 5: Measure & Improve

36. What to Measure: Branding & Awareness

37. What to Measure: Quality Conversions

38. What to Measure: New Leads Generated

39. What to Measure: Quality Metrics

40. 5 Steps to a Successful Campaign Determine your goal Select persona & business problem Create content for each stage of the funnel Setup for smarketing success Measure and improve

41. Business Results

42. Knowledge Management Associates Retained contact with 20-30% more event leads that were typically lost with prior event registration platform

44. ProofreadNOW

45. Threadless “Open this email or say goodbye forever” re-engagement campaign added 2,400 subscribers back to list.

46. Threadless

47. Deliver Results with Automated Email Lead Nurturing AMA Tampa Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

48. Extra Credit

49. Lead Nurturing is more than Email Marketing

50. 65% of buyers use social media in their research & vendor selection process Source: Genius.com / DemandGen Report

51. 37% posted questions on social networking sites looking for suggestions/feedback Source: Genius.com / DemandGen Report

52. More than 20% connected directly with potential solution providers via social networking channels Source: Genius.com / DemandGen Report

53. Case Study