How To Expand Your Lead Nurturing Strategy Beyond Email

1. Best Practices to Optimize Your Lead Nurturing
Strategy Beyond Email.
Multi-Channel
Lead Nurturing.

2. Lead Nurturing =
Heightening lead engagement to help move
leads through the funnel and prepare them
for better conversations with sales.

3. Traditionally, marketers
accomplished this through
marketing automation.

4. The problem with
this strategy?

5. 79% of marketers
say their email open rates
don’t exceed 20%.

6. 45% of marketers say
< 4% of their email contacts convert
into marketing qualified leads.

7. So, fewer and fewer
leads are opening
and converting on
your emails.
Now what?

8. Marketers need to think
beyond the
inbox.

9. Multi-channel lead nurturing
is a great way for marketers
to reach more people more
effectively.

10. First, let’s define multi-
channel lead nurturing;
(so we’re on the same page)

11. Multi-channel nurturing is the act of
communicating with people via a
series of targeted marketing
messages, delivered across multiple
touch points, devices, and platforms.

12. OK, let’s get started with
multi-channel lead
nurturing best practices.

13. 1
LEVERAGE
INTEGRATED
MARKETING TOOLS.

14. Primary Nurturing Channels:
Marketing Automation
1:1 Social Media
Paid Retargeting$
Dynamic Content
Sales Enablement

15. Marketing Automation.
✓ While marketers need to think beyond the
inbox, email is still an important channel for
communication with leads.
✓ Leverage email to send informational and
educational content to leads.
✓ Ensure email content and frequency is aligned
with buyer journey (more on this later).

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This free kit includes:
 Planning guide to software evaluation
 Understanding of legacy vs modern automation
 Marketing Software RFP worksheet and template
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17. Paid Retargeting.
✓ Leverage retargeting on platforms that align
with your target persona. Examples include:
• Facebook
• Twitter
• LinkedIn
• Adroll/Perfect Audience
✓ Align retargeted messages to lifecycle stage
and buyer persona.

18. 1:1 Social Media.
✓Monitor Twitter, LinkedIn, and other relevant
social networks for mentions.
✓Give people attention (favorites, likes,
responses, etc.).
✓Pull in VIP customers for competitive
situations.
✓Route questions internally.

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20. Sales Enablement.
✓ Consider your sales team another
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.).

21. Dynamic Content.
✓ Your website should be a dynamic
experience that helps move leads through
the funnel (i.e. a marketing qualified lead
sees a sales qualified event such as
request to speak to sales, etc.).
✓ Personalization is also a great way to
delight customers.

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How to use Dynamic Content to
Increase Conversions
Download this free guide to learn:
 What dynamic content is
 How dynamic content increases conversions
 How to set up dynamic content
 Examples of dynamic content in action
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23.  List Segmentation
 Lead Score
 Competitive Intelligence
 Behavior-Based Event Tracking
 Internal Notification
 Automated Triggers via Third-Party Apps
Other Important Nurturing Tools:

24. 2
TARGET CONTENT
TO YOUR BUYER’S
JOURNEY.

25. What is the Buyer’s Journey?
The active research process a buyer goes through
leading up to a purchase.

26. Leads nurtured with targeted
content produce an increase
in sales opportunities of
more than 20%.
(source: DemandGen)

27. Net New Lead
Marketing Qualified Lead (MQL)
Sales Qualified Lead (SQL)
Opportunity
Customer
Top of the
Funnel Lead
Middle of the
Funnel Lead
Bottom of the
Funnel Lead
Customer
Leads at Every Stage: Sales Funnel
Education/Building Trust
Align Pain w/ Products &
Services
Sales Enablement
Relationship Maintenance

28. Multi-channel lead nurturing is not
simply blasting the same message
across as many touch points as you
can and crossing your fingers that
something sticks.

29. Effective multi-channel lead
nurturing combines the channel
and the content to hit the right
lead at the right time with the
right content.

30. 3PUT THE PIECES
TOGETHER.

31. The real magic to effective nurturing is when you
add value. Please, don’t be creepy or spammy.

32. The real magic to effective nurturing is when you
add value. Please, don’t be creepy or spammy.
(Ok then, so here we go…)

33. Example: Dynamic Email
For top of the funnel leads, this
marketing automation email uses
dynamic content to target email
copy and imagery so content is
maximally relevant to leads.
The goal of the email is to provide
education, add value—and to
promote more lead gen, not
necessarily to get an appointment
with sales.

34. For middle of the funnel/bottom of
the funnel leads, this email is
triggered from a behavior such as a
page view or another marketing
qualified event.
 Use short, personalized content in
“plain text” format.
 Develop copy that encourages a
lead to take action.
 Send email from an executive for
credibility.
Example: Personalized Email

35. For customers, this email is part of a
series that is associated with HubSpot
Academy.
Customer nurturing is a great way to
keep customers involved and
engaged.
Keep them on top of subscription
information, product updates or
upgrades, or any other relevant
information that may help them along
the way.
Example: Email

36. Example: 1:1 Social Media
• Monitor leads for brand
mentions as well as
competitor/keyword
mentions and identify
opportunities to route to sales.
• Favorite, retweet, like or
respond to leads—give them
attention (they like it)
• Delight customers on social
(make sure you don’t treat
customers like strangers!)

37. Example: Paid Retargeting
Use retargeting to show ads in
various channels after
someone has visited your
website.
 Tailor the ads to a contact’s
Lifecycle Stage (where they are
in the buyers journey).
 Tailor ads based on specific
pages the contact as viewed or
other behavioral indicators.

38. Use dynamic calls to action
on your website that reflects a
lead interests and/or
lifecycle stage and moves
lead farther down the funnel.
Learn more: Creating dynamic
Calls-to-Action
Example: Dynamic Calls-to-Action

39. Example: Dynamic Website Content
Use dynamic
personalization
for repeat visitors.

40. Set up customized automated
internal notifications to individual
sales reps to alert them of key
lead behavior on-site.
Example: Sales Enablement
Use real-time notification
software (like Signals) to alert
sales reps of lead interactions
with email, SalesForce and
your website.

41. Easily Build Sophisticated Multi-Channel
Nurturing Campaigns with HubSpot
See How it Works >>

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the Enterprise.