© 2012 Brightfire Limited

Convert Leads to CustomersWith HubSpot 3 EnterpriseMeghan Anderson - HubSpot Product Marketing Manager Johnny Mone – Brightfire Director

Introduction: Creating Marketing People Love

3 Top Things You Need in HubSpot3

How to nurture leads into customers

Q&A

Agenda

create marketing people love

Content

Context

Top 3 things you need

Contacts Smart Lists Workflows

Smart Lists

Build highly specific segments and deliver more targeted marketing messages

• Trigger actions based on granular lead behaviour

• Build reports, trigger nurturing campaigns, individual emails, etc.

CONTACTS: TIMELINE SEGMENTATION

SMART LISTS

Automatic segmentationbased on each contact's behaviour and properties

WORKFLOWS

Smart Flows: Based not just on actions but on persona and lifecycle stage

Webhooks: Actions that occur on your site or other marketing channels

Smart CTAs: Personalise and convert based on previous behaviour

Smart Flows

SMARTFLOWS

http://help.hubspot.com/articles/How_To_Doc/how-create-a-smart-flow

Smart Flows

• Change the Lifecycle Stage of a contact based on their inclusion on a list

 • Build an introductory Smart

Flow email campaign 

• Build a reengagement Smart Flow email campaign 

• Increment a contact's grade/score based on a contact’s inclusion on a list 

• Assign contacts a specific Persona property value

Example WEBHOOKS

Send SMS Alerts• text a sales person when a hot lead returns to the pricing page

Auto-follow• auto-follow users who follow your account on Twitter

Trigger offers• trigger a special on-site offer for qualified returning customers

Follow-up• leave someone a voicemail saying their support ticket has been

received

Internal chat alerts• send alerts to your company's internal chat stream that lets

employees know that something interesting/important has happened

SMART CTAs

Personalise and convert based on previous behaviour

Create dynamic segments based on data and behaviour.

Automatically shift your CTAs to reflect the interests of whoever is looking at them.

A/B test your CTAs, find out which messages increase clicks and conversions.

NEXT STEPS

Now that you have joined the Gym

Time to get fit!

PLAN A CAMPAIGN

WHAT DOES SHE/HE THINK?

WHAT DOES SHE/HE HEAR?

WHAT DOES SHE/HE SEE?

WHAT DOES SHE/HE

SAY & DO?

CUSTOMER PAIN CUSTOMER GAIN

Name:Persona:

SOURCE:BUSINESS MODEL GENERATION

START WITH YOUR PERSONA

MAP YOUR CONTENT TO THE MARKETING FUNNEL

1. Awareness(e.g. white paper, survey, ebook, infographic, video)

2. Specific Information Needs(e.g. ‘How To’ Guide, Detailed Review, Checklist)

3. Application to your circumstances(e.g. Seminar, Webinar, Situation Assessment)

Sales Ready Leads

CREATE GREAT OFFERS

Check out what CTAs and Landing Pages are performing best and use these assets to support your lead nurturing campaigns

DESIGN YOUR WORKFLOW

workflow options

Manual segmented

list

Form based

workflow

Simple automated workflow

Behaviour based

workflow

BEHAVIOUR BASED AUTOMATION

Segment based on other than form submissions

For example:

When a user visits your web page

Clicks on a CTA

Mentions a trigger word on Twitter

THIS IS ADVANCED MARKETING AUTOMATION

DESIGN YOUR BEHAVIOUR WORKFLOW 1

Based on their behaviour leads are automatically allocated into a lead nurturing campaign

Lead Nurturing Campaign 1

Lead Nurturing Campaign 2

DESIGN YOUR BEHAVIOUR WORKFLOW 2

ITS TIME TO SET UP YOUR CAMPAIGN RULES

Set up your trigger rule.

Then its easy to add additional steps to drive your leads down the marketing funnel

CUSTOM SCORE YOUR LEADS

Marketing Qualified Lead 80 points

1• White Paper 10 points

2• How to Guide 20 points

3• Webinar 50 points

Sale ready lead passes to Sales

INTEGRATE YOUR LEAD NURTURING CAMPAIGN

For maximum impact integrate your lead nurturing campaign with other channels and CRM systems for close loop analytics

SOCIAL EMAIL CRM

SET YOUR GOAL

The goal of lead nurturing is to generate customers not leads

So remember these 3 rules:

1. PACE 2. CONSISTENCY3. TRANSPARENCY

BRIGHTFIRE HUBSPOT

Twitter: @brightfireview

Blog: brightfire.co.uk/blog

Web: www.brightfire.co.uk

johnny.mone@brightfire.co.uk

Twitter: @HubSpot

Blog: blog.hubspot.com

Web: www.hubspot.com

manderson@hubspot.com