1.
#INBOUND14
Lead Nurturing
Beyond the Inbox
Ellie Mirman
Inbound Marketing Funnel Manager, HubSpot

2.
ELLIE
MIRMAN
@ellieeille
Tomorrow is my 7-year
HubSpot anniversary.

3.
Lead Nurturing = marketing activities that
engage leads to more effectively move them
through the funnel and become customers.
#INBOUND14

4.
#INBOUND14
How many of the people
you attract are turning into
paying customers?

5.
#INBOUND14
Visit
Prospect
Lead
MQL
Opportunity
Customer
What percentage of
your contacts are moving
from one funnel stage to
the next?

6.
If your lead nurturing is effective, you’ll see
more customers and revenue from the
same top of the funnel marketing efforts.
#INBOUND14

7.
#INBOUND14
Therefore, measure the
effectiveness of your lead
nurturing by the lead-to-customer
percentage.

8.
#INBOUND14
Small differences give
you great leverage.

9.
#INBOUND14
75%
of marketers’ budgets go
toward nurturing existing leads.
Bizo, 2014

10.
#INBOUND14
Traditionally, marketers
did this through email
automation.

11.
#INBOUND14
But email is just one of
many forms of media
that buyers consume.

12.
We’re hitting the same one note
over and over again.
#INBOUND14

13.
#INBOUND14
Let’s see what the
nurturing experience
looks like today…

14.
#INBOUND14
Wake up and
check email…

15.
#INBOUND14
Go to work, catch up
on social…

16.
#INBOUND14
Visit website to review
product material…

17.
#INBOUND14
Go to social to ask for
product reviews, hear
from competitor…

18.
#INBOUND14
Sales rep follows up
wanting to schedule a
demo…

19.
#INBOUND14
Why haven’t
marketers shifted
lead nurturing efforts
to where buyers are?

20.
#INBOUND14
It’s time to expand
lead nurturing
beyond the inbox.

21.
#INBOUND14
4 Ways to Nurture
Beyond the Inbox

22.
#INBOUND14
Universe of Lead Nurturing
Paid Retargeting
Social Nurturing
Website Smart Content
Offline Activities
… and, of course, Email

23.
#INBOUND14
PAID RETARGETING

24.
#INBOUND14
What is it?

25.
#INBOUND14
Retargeting, or remarketing,
is a form of online targeted
advertising by which you target
contacts who have already
engaged with you.

26.
Goal of retargeting:
Engage your prospect with content
that educates and persuades them to
take the next step.
#INBOUND14

27.
#INBOUND14
Example
1 Visit product page 2 See ad for reviews

28.
4 Steps to Use Paid Media
for Lead Nurturing
#INBOUND14

29.
#INBOUND14
1. Create Your
Audience
How will you build your
target audience?
Pixel-Based
List-Based
Lookalike
1 2 3 4

30.
#INBOUND14
Which method do you choose?
PRO CON
Pixel-based Timely
Specific
Behavior-based
Low volume
Time-intensive
List-based Highly customizable
Leverage all your data
Focus on converting existing contacts
Low match rates require large lists
Static, not timely
Often requires 3rd party
Lookalike Expand the audience size
Expand your reach
Displaying same content to people at
earlier stage in the funnel

31.
#INBOUND14
1. Create Your
Audience
What filters will you use to
identify your audience?
Demographics:
persona, lifecycle, industry,
etc.
Behaviors:
viewed product pages,
requested demo, using
competitive products, etc.
1 2 3 4

32.
#INBOUND14
2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
Product Content
1 2 3 4

33.
#INBOUND14
2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
Third Party Reviews
1 2 3 4

34.
#INBOUND14
2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
Case Studies
1 2 3 4

35.
#INBOUND14
2. Pick the Content/
Destination
What content will educate
and persuade them to take
the next step?
MQL Landing Pages
1 2 3 4

36.
#INBOUND14
1 2 3 4
3. Choose the
Network
Where will your contacts
see your ad?

37.
#INBOUND14
1 2 3 4
3. Choose the
Network
What tools will you use to
launch your ads?

38.
#INBOUND14
4. Launch Your Ads
& Optimize
Craft the headline, image,
tracking URL, budget, and
any other details required
for each platform.
ads.twitter.com
facebook.com/ads/create
linkedin.com/ads
other retargeting login
1 2 3 4

39.
#INBOUND14
4. Launch Your Ads
& Optimize
Check in daily for quick
optimization like bid and
headline copy.
x
1 2 3 4

40.
#INBOUND14
Paid Media Nurturing
Best Practices

41.
#INBOUND14
Images win.

42.
#INBOUND14
This tweet got 7x the engagement…
…compared to its
image-free version

43.
#INBOUND14
Test and optimize
the creative.

44.
#INBOUND14
Test the creative: images, headlines, etc.

45.
#INBOUND14
Leverage stories.

46.
#INBOUND14
These behavior-based case study ads
got 2-3x the engagement

47.
#INBOUND14
SOCIAL MEDIA NURTURING

48.
#INBOUND14
What is it?

49.
Social nurturing
is the act of engaging with qualified
contacts in social media to respond
to their product evaluation inquiries.
#INBOUND14

50.
Goal of social nurturing:
Take advantage of 1:1 conversations
with your prospects that are actively
evaluating your product/service.
#INBOUND14

51.
#INBOUND14
Example
1 Tweet with question 2 Response and follow up

52.
4 Steps to Use Social
Media for Lead Nurturing
#INBOUND14

53.
#INBOUND14
1 2 3 4
1. Create Streams
Product Questions:
people asking for a demo or
product information

54.
#INBOUND14
1 2 3 4
1. Create Streams
Competitor Mentions:
people mentioning your
competitors (whether or not
they mention your company)

55.
#INBOUND14
1 2 3 4
1. Create Streams
Industry Conversations:
people talking about the
industry (tip: filter for MQLs
and opportunities)

56.
#INBOUND14
2. Identify Content
Take stock of your
product resources to use
in different scenarios.
Product Content
1 2 3 4

57.
#INBOUND14
Third Party Reviews
1 2 3 4
2. Identify Content
Third party reviews let
you respond without
being as self-promotional.

58.
#INBOUND14
1 2 3 4
2. Identify Content
Case Studies
In addition to product
questions, contacts may
ask about customers who
are like them.

59.
#INBOUND14
1 2 3 4
2. Identify Content
Leverage Your Customer Base
Let your best customers
share their stories
directly with interested
prospects.

60.
#INBOUND14
1 2 3 4
2. Identify Content
Direct 1on1 Response
Prepare your responses
for 1on1 interactions.

61.
#INBOUND14
1 2 3 4
3. Establish Handoff
Determine how to route
qualified leads to sales and
how they should follow up.

62.
#INBOUND14
1 2 3 4
4. Monitor & Respond
Monitor Twitter Social Inbox
streams and direct
messages. Monitor relevant
LinkedIn groups and Quora
threads.

63.
#INBOUND14
Social Nurturing
Best Practices

64.
#INBOUND14
Product Questions
Competitor Mentions
Industry Conversations
Start with top priority
streams and expand
from there.

65.
#INBOUND14
Nurturing can include
likes, favorites, and
retweets.

66.
#INBOUND14
Be helpful,
not promotional.

67.
#INBOUND14
Let others promote
you instead.

68.
#INBOUND14
WEBSITE SMART CONTENT

69.
#INBOUND14
What is it?

70.
Website smart content
is content on your website that
adapts to show your most qualified
visitors the content to move them
through the funnel.
#INBOUND14

71.
Goal of smart content:
Adapt your website to show the
content your prospects need to take
the next step in their evaluation.
#INBOUND14

72.
#INBOUND14
Example
1 Contact receives a demo 2 Website CTA shows case study

73.
#INBOUND14
4 Steps to Use Website
Smart Content for Lead
Nurturing

74.
#INBOUND14
1 2 3 4
1. Identify Real Estate
Start by identifying where
on your website, blog, or
other assets you can use
smart content.

75.
#INBOUND14
1 2 3 4
2. Create Segments
Segment by persona and
lifecycle and any other
details to customize your
content.

76.
#INBOUND14
1 2 3 4
3. Adapt the Content
Go big (change the call-to-action)
or go for the details
(change a word to speak to
the segment).

77.
#INBOUND14
1 2 3 4
4. Launch & Measure
Measure conversion rates
of high priority segments
and conversion rates
overall.
20%
15%
10%
5%
0%
Opportunity Close Rate
Jan Feb Mar Apr May Jun
Pesona A Persona B Overall

78.
#INBOUND14
Website Smart Content
Best Practices

79.
#INBOUND14
Keep your content
flexible with the
website’s theme.

80.
#INBOUND14
Reuse smart content
for quick updating.

81.
#INBOUND14
Adapt both image CTAs
and website text.

82.
#INBOUND14
Use direct user testing
feedback to see non-quantitative
impact.

83.
#INBOUND14
OFFLINE ACTIVITIES

84.
#INBOUND14
What is it?

85.
Offline activities
such as events, networking, and
mail can support your lead nurturing
efforts offline.
#INBOUND14

86.
Goal of offline nurturing:
Build relationships with your
prospects face-to-face to strengthen
your personal connection.
#INBOUND14

87.
#INBOUND14
Example: Events
1 Contact receives a demo 2 Contact meets exec at event

88.
#INBOUND14
Example: Networking
1 Contact considering 2
purchase
Contact meets existing
customers at local event

89.
#INBOUND14
Example: Mail
1 Contact watches 2
webinar
Contact receives book on
related content in the mail

90.
#INBOUND14
4 Steps to Use Offline
Activities for Lead
Nurturing

91.
#INBOUND14
1 2 3 4
1. Start Small
Start with a small, manual
test to determine the ROI.

92.
#INBOUND14
Example: Events
CEO Roundtable:
Building an Inbound
Marketing Machine
September 1, 2020
Register >>

93.
#INBOUND14
Example: Networking

94.
#INBOUND14
Example: Mail

95.
#INBOUND14
1 2 3 4
2. Do the Legwork
Figure out budget and
requirements, collect data
(addresses) and people (to
send to events), set
appointments, etc.

96.
#INBOUND14
Example
Book travel
Book meeting room
Work with sales to identify high priority active deals with CEOs at event
Set appointments with chosen executives
Prepare talking points and share background information
Identify desired outcome for meetings
Track completed meetings and impact on deals
Etc.

97.
#INBOUND14
1 2 3 4
3. Provide Value Upfront
Give in order to get –
provide value the prospect
can take no matter the
result of the interaction.

98.
#INBOUND14
Example

99.
#INBOUND14
1 2 3 4
4. Get Feedback
Collect qualitative feedback
and make it quantitative.

100.
#INBOUND14
Example
• 6/8 meetings completed
• 5/6 followed up with positive feedback
• 4/6 purchased within 30 days

101.
#INBOUND14
Example

102.
#INBOUND14
Offline Nurturing
Best Practices

103.
#INBOUND14
Go targeted,
not blanket blast.

104.
#INBOUND14
Coordinate with other
marketing and sales
activities.

105.
#INBOUND14
Leverage selling tools.

106.
#INBOUND14
Pulling It Together

107.
#INBOUND14
Photo Credit: Ilya Mirman
EMAIL
SOCIAL
RETARGETING
WEBSITE
OFFLINE

108.
#INBOUND14
Let’s see what the
holistic nurturing
experience looks like…

109.
#INBOUND14
Wake up and
check email…

110.
#INBOUND14
Go to work, catch up
on social, see ad…

111.
#INBOUND14
Click on retargeting ad
to smart website…

112.
#INBOUND14
Go back to social to ask
for product reviews, hear
back from real customer…

113.
#INBOUND14
Sales rep follows up with
invite to attend local event
to meet with VP…

114.
#INBOUND14
The right content,
the right place,
the right time.
Every place, every time.

115.
#INBOUND14
THANK YOU
Join the discussion:
inbound.org/ellie