Learn from Principal Inbound Professor, Issac Moche, who shared Email and Lead Nurturing Best Practices at the July 2016 Austin HubSpot User Group.

1. Welcome to

2. First time at HUG?
We’re so glad you’re here! We meet once a month to share
inbound marketing best practices and get to know other
marketers in Austin.

3. Agenda:
11:30-11:50am- sign in/network/fill out lunch order card
11:50am- Announcements
12:00pm-12:45 pm- Welcome Isaac Moche from HubSpot
12:45pm- Wrap up

4. Upcoming HUG Events:
August 18: Summer happy hour. Stay tuned for more
details.
September 15: HUG meeting at Flying Saucer

5. Reminders about changes to HUG
• We’ll be sending out a survey after each HUG meeting to get
your feedback.
• If you have a job opening you’d like to share with the HubSpot
User Group, there’s a place on the HUG site for you to share the
information. We’ll send an email out to the whole HUG list.

6. HUG is GROWING
Great news: we’ve had record numbers of RSVPs for the last few
meetings.
In order for us to plan accurately and make sure we have enough
space, we’re going to start sending an email when RSVPs have filled
up for the month. If your plans change and you’re unable to join us,
please let us know so we can open up your spot for someone else.

7. If 10 members use code: Win a copy of an inbound influencer’s book (We
will have a variety of options from current & past INBOUND speakers while
supplies last)
If 20 members use code: Win exclusive HUG branded swag that will make
your INBOUND experience extra delightful
Group with the most codes used: Entire group gets access to reserved up-
front seating during all keynotes & INBOUND Rocks!
INBOUND 2016 Prizes for HUGs
Our Code: HUGAustin

8. WELCOME!AUSTIN HUG
7/22/2016
Isaac Moche
Principal Inbound Professor, HubSpot

9. 1.Why is lead nurturing important?
2. How to create an effective lead nurturing strategy
3. What does effective lead nurturing look like?
AGENDA

10. 1
WHY IS LEAD
NURTURING
IMPORTANT?

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

13. 73%of your leads will not be sales-ready when first
generated
SOURCE: GLEANSTER

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

15. Lead nurturing is like dating. You have to spend time
establishing a relationship by building trust.
Source: Snapwire Snaps

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

17. 2
HOW TO CREATE AN
EFFECTIVE LEAD
NURTURING STRATEGY

18. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Use lifecycle marketing to guide your nurturing

19. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Use lifecycle marketing to guide your nurturing

20. 1. Convert Lead 2. Nurture 3. Qualify 4. Pass to Sales
TRADITIONAL LEAD NURTURING

21. 1. Convert Lead 2. Sales Connects 3. Nurture 4. Pass back to Sales
SALES-FIRST LEAD NURTURING

22. 1. Convert Lead 2. Nurture 3. Pause 4. Try Again
LEAD NURTURING AS A
GATEKEEPER

23. • 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:

24. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Use lifecycle marketing to guide your nurturing

25. LIFECYCLE MARKETING
How you communicate with your contacts –
from their first point of contact all the way
through their lifespan as a paying customer.

26. • Subscribing to your blog
• Filling out a contact form
• Requesting a consultation
• Downloading a key offer
POTENTIAL KEY TOUCHPOINTS

27. BEHAVIOR-RELATED TRIGGERS
Email OpensConversion Events Page Views

28. MARKETING INTELLIGENCE
RELATED TRIGGERS
Original SourceSocial Media Data Web Analytics

30. PEOPLE USED TO SAY
BUYER BEWARE. NOW
IT’S SELLER BEWARE.

31. Loyal customers are worth up to
as much of their first purchase.
SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
10X

32. • Transactional emails
• Welcome emails
• Confirm appointments
• Recap meetings
• A new point of contact
• Time for repurchase or renewal
USING EMAIL WITH CUSTOMERS

33. Decide how to use lead nurturing for your business
Communicate with your leads based on their behavior
BEST PRACTICES FOR
LEAD NURTURING
Use lifecycle marketing to guide your nurturing

34. BEHAVIORAL EMAILSending targeted emails to your contacts
based on their actions and behaviors.

35. 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

36. 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

37. Your contact database is
the nerve center for
all of your Inbound efforts.

38. STORE INFORMATION SURFACE INFORMATION
• Website activity
• Email engagement
• Social Media activity
• Form submissions
• Conversion information
• Integrations
• Personalize email
• Build Lists
• Trigger marketing automation
• Define Personas
• Lead Intelligence

39. THE CONTACT RECORD
CONSOLIDATES TOUCHPOINTS

40. 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

41. BEHAVIOR IS THE CAUSE,
EMAIL IS THE RESULT
Behavior Email

42. • 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.
BEHAVIORAL EMAIL EXAMPLES

44. 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

45. • What do I want the reader to do?
• Why should they do it?
• How will they know how to do it?
ASK YOURSELF

46. Registering for
a webinar
Downloading a
whitepaper offer
Subscribing to
your blog
IDENTIFY A CLEAR ACTION
THAT YOU CAN QUANTIFY

47. • 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.
BEHAVIORAL EMAIL EXAMPLES

48. WHAT DOES EFFECTIVE
LEAD NURTURING
LOOK LIKE?3

56. THANK YOU.