How to Heat Things Up?

#HUGSingapore

Re-Engaging Cold Leads

Our 7 year inbound growth journey!

Digital Agency of the Year 2016 (Local Hero)

We practice what we preach

● One of Singapore’s first: § HubSpot resellers§ Silver-tier HubSpot agency partners

● Won the HubSpot Impact Award for International Client Growth Story

Some of our HubSpot clients:

Fastacash HubSpotCase Study

What we’ll cover today?

● The Inbound Marketing journey to generate & nurture leads

● Re-engaging cold leads through marketing automation emails

● 3 Pro-Tips for higher conversion from emails

The Inbound Marketing Journey

#HUGSingapore

Converting Strangers to Leads & Nurturing them to become Customers

How do we find something or learn about something?

ActiveSearch

PassiveDiscovery

DisruptiveAds

Search Engines Social Media Display & Text Ads

Inbound vs. Outbound

Inbound

Search Engine Optimization (SEO)

Social Media Marketing

Blog & Content Marketing

Email Marketing

Outbound

Search Engine Marketing (SEM)

Display Banner Ads

Programmatic Ads

Social Ads

WebsiteMicrosite

Mobile App

Analytics to Measure & Optimize

Inbound Marketing Journey

How does this look at a practical level for a SME?

What happens once you have captured a lead into a CRM?

Not every lead is equally valuable.

Lead Qualification

HOT

WARM COLD

How do you define a cold lead?

It depends.

But if someone in your list has not opened an email more than 3 times,

she has probably gone cold L

Re-engaging Cold Leads via Marketing Automation

#HUGSingapore

Lead Scoring. WorkFlow TriggersAutomated, Personalized eDMS

1. Understand the buyer persona of the cold lead

Cold leads can have different personas too!

Cold leads can have different personas too!

2. Not every cold lead is the same.Assign a score to a lead automatically.

Identify leads that have gone cold throughLead Scoring

● Write out a detailed list of ways a visitor could engage with your company online before becoming a customer? (subscribing to a blog, downloading a whitepaper, requesting for a demo etc.)

● Write out a list of demographic & filmographic qualification criteria (industry, company size, location, buyer roles etc.)

● Set out a point value for each of the above explicit and implicit criteria

3. Create Workflows tore-engage Cold Leads of different personas

with different scores

4. Re-engage Cold Leadsthrough personalized

content based on their behaviour.

“Personalized emails increase bothtransaction & revenue rates by 6x”

• On-site behavior• Device• Channel• Geography• Day & Time

5. Complement your effortsby re-engage through paid ads

Re-engage your cold leads by following them around the web

Re-engage your cold list through “custom audiences” paid campaigns

Drive Higher Conversions from Your Emails

#HUGSingapore

3 Pro-Tips

DO: Include visuals DON’T: Make it text heavy

Hi  -­-­First  Name=there-­-­,

Since  you’ve  enquired  about  our  trainings  in  the  past,  we  thought  you  might  be  interested  in  our  new  Growth  Hacking  with  Digital  Masterclass,  starting  on  May  4.

Why  growth  hacking?  It’ll  help  you  increase  your  marketing  ROI,  acquire  more  loyal  customers  and  scale-­up  your  business!

Our  Masterclass calendar:

May  4  -­ Digital  Marketing  FundamentalsMay  18  -­ Social  Media  &  Viral  MarketingJune  8  -­ Website  &  Mobile  User  ExperienceJune  23  -­ Search  Optimization  &  Content  Marketing

DO: Include a visual CTA DON’T: Have an all-text CTA

DO: Include 1-2 hyperlinks DON’T: Stuff hyperlinks

Any Questions?

Prantik Mazumdar, Managing Partner at Happy Marketer

Get in touch with me at: prantik@happymarketer.com