Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13

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Information about Streamlining the Buyer's Journey: More than Marketing Automation #INBOUND13

Published on February 28, 2014

Author: HubSpot

Source: slideshare.net

Description

INBOUND 2013 presentation by Maggie Georgieva.
Register for INBOUND 2014 at www.inbound.com

Streamlining the Buyer’s Journey: More than Marketing Automation Maggie Georgieva #INBOUND13

MAGGIE GEORGIEVA @mgieva I am a horoscope junkie

Nurturing with Purpose: 1  Define the Right Trigger Moments

Nurturing with Purpose: 1  2  Define the Right Trigger Moments Create a Multi-Channel Nurturing Experience

Nurturing with Purpose: 1  2  3  Define the Right Trigger Moments Create a Multi-Channel Nurturing Experience Monitor and Fine-tune Your Nurturing

1 DEFINE THE RIGHT TRIGGER MOMENTS

Look at the buyer’s journey SUBSCRIBER CUSTOMER

Break it up in stages SUBSCRIBER LEAD QUALIFIED LEAD OPPORTUNITY CUSTOMER

Goal one: convert contacts into Leads SUBSCRIBER Starting condition Goal LEAD

Goal two: convert Leads into MQLs SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD

Goal three: convert MQLs into Opportunities SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD OPPORTUNITY

Goal four: convert Opportunities into Customers SUBSCRIBER Starting condition Goal LEAD QUALIFIED LEAD OPPORTUNITY CUSTOMER

Define what each stage means – contacts you don’t know much about •  SUBSCRIBER •  LEADS– •  QUALIFIED LEADS – •  OPPORTUNITIES •  CUSTOMERS contacts that have converted on your website contacts that have expressed product interest – contacts that sales has marked as sales-ready – contacts that end up buying

Let’s take the MQL stage as an example

Use workflows to streamline this journey LEAD SUBSCRIBER Workflow QUALIFIED LEAD Workflow CUSTOMER OPPORTUNITY Workflow Workflow

1 Subscriber to Lead Workflow example 2

1 Lead to MQL Workflow example 2

More segmentation, new variations #INBOUND13

Lifecycle stages, two personas LEAD CUSTOMER LEAD CUSTOMER Becky Philip

Add these details to your list(s)

Lead to MQL Workflow example for a specific persona

Why this approach? Gets you focused on the actual events and actions

Why this approach? Gets you focused on the actual events and actions Develops common vocabulary between marketing and sales

Why this approach? Gets you focused on the actual events and actions Develops common vocabulary between marketing and sales It’s scalable and can be fine-tuned easily

2 HOW TO CREATE A MULTICHANNEL NURTURING EXPERIENCE

Different nurturing experiences CUSTOMER CUSTOMER

How to nurture contacts in an effective way? QUALIFIED LEAD Offer Email Workflow Call-to-action Social OPPORTUNITY CUSTOMER

Lead to MQL content and channels •  OFFER – content that converts to customer at a high rate •  EMAILS– promote that content in a compelling way •  WORKFLOW – •  CALL-TO-ACTION – •  SOCIAL – schedule the emails to list of Leads + Persona promote the content on your website monitoring the list of Leads + Persona

Choose the offer based on performance

Craft emails to promote the offer

Schedule the email to the segmented list

Promote the same offer through a CTA

Monitor this list through Social

Getting started, now. #INBOUND13

Install Workflow Recipes

3 MONITOR AND FINE-TUNE YOUR NURTURING

Email performance in HubSpot

Examples of real emails in our Workflows

Review the emails 19% 7%

Another example

Review the emails 50% 4%

Monitor the offer’s performance

Optimize the call-to-action Leads, CTR – 1.2% Customers, CTR – 1.7%

Get the segments to be more granular

Monitor conversion rate 10 LEADS 100 SUBSCRIBERS 10% conversion rate Starting list Goal list

To improve is to change. -CHURCHILL

Improve performance through iteration " " " Refine your lifecycle stages Refine your personas Keep an eye on critical metrics

QUESTIONS?

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