Email Marketing: The Inbound Way

Kieran Flanagan, Marketing Director (EMEA), Hubspot

2

Kath Pay, Plan to Engage Kieran Flanagan, Hubspot

Your presenters today are:

1 Webinar slides + video will be emailed to all.

2Ask questions in the chat panel and we will answer them at the end.

Email marketing

can be a sad place at times

25%The average annual decay of a corporate email list. Source: Marketing Sherpa

Only 31%of B2B marketers can segment emails based on where leads are in the sales cycle . Source: Marketing Sherpa

of B2B marketers say lack of data is a major obstacle to targeting emails.Source: B2B Magazine

37%

Leaves us with poor targeting, a lack of useful data and an eroded list.

Let’s fix that

Build and Grow Your List

Create Targeted Segments

Create, Personalize, Send4

Converting those email leads

Agenda

Nurture Your Leads

Email as a

full-funnel

strategy

Measure Impact

1Better

Targeting & Data

Collection 1

GrowYour List

1Grow

Your List

1Better

Targeting & Data

Collection 1

GrowYour

Database

Fill the Top of the Funnel

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life

easier• Learn inbound marketing best

practices• Easier reporting to sales and CEO

Primary

OWNER OLLIE• Business owner (Founder, President, Partner)• Small business (1-10 employees)• Industry expert with no marketing experience• BA History (University of Illinois)• 44, Married, 3 Kids (20, 16, and 11)

Goals:• Deliver on past sales• Generate new sales• Keep the business running

Challenges:• Lack of marketing expertise• No control over marketing assets• No time or budget for marketing

Loves HubSpot because:• Get more sales and leads• Get control over marketing assets• Learn Inbound Marketing

Secondary

ENTERPRISE ERIN• Director of Marketing Operations

(VP Marketing , Product Marketing)• Large company (200-2,000 employees)• Marketing team of 15+• BS (Merrimack), MBA (Bentley)• 30, Married recently

Goals:• Demand/pipeline generation• Campaign execution and coordination

Challenges:• Working with sales• Data & technlogy overload• Selling use cases to IT, Legal,

Sales, Execs

Loves HubSpot because:• Integration with all of her systems• Homebase for marketing with

takeaways• Easy to execute on campaigns• Stay at the forefront of marketing

Secondary

Grow your list

1Better

Targeting & Data

Collection 2 Targeting &

Personalisation

Create targeted segments

Segmented emails get

50% more clicks thanemail blasts. Source: Marketing Sherpa

Collecting the Right Data

• Geography• Age• Gender• Persona• Organisation type• Organisation size• Industry• Job function• Seniority• Past purchases• Frequency of purchase

or visit• Purchase cycle

• Content topic• Content format• Interest level• Education level• Change in behavior• Lifecycle stage• Email type• Satisfaction index• Form abandonment• Social media activity• Number of conversions• Current products

Personalisati

on helps a lot

Personalized emails improve click-through rates by 14%.

Source: The Aberdeen Group

3Happier List with Better Nurturing

The decision process

Top of the funnel Middle of the Funnel Bottom of the Funnel

Nurtured leads have a

23% shorter sales cycle.

Source: Market2Lead

1. 7 Tips to Increase Your Lead

Generation ebook

5 Ways to Increase Your

Return on Investment

2. Live Webinar on Improving

Conversion Rates

Free ROI Assessment

Report

3. Demo of Contacts/EM

Demo Of Analytics

JoeJohn Joe

3Create

Marketing Assets

Create a Content Machine23Context to Personalise your Funnel4

Create a Broad

Strategy with

Context

Narrow Context Marketing Strategy.

Email Marketing

Relevant List Segment

Dynamic Subject Line

Dynamic Body Copy

Dynamic CTA

The key to Context Marketing success is a broad strategy that focuses on the individual.

The Broad Context Marketing Strategy.

Personas

Dynamic Website Images

& Copy

Dynamic Email Content

Personalised Social Media Engagement

Personalised Landing Pages

Mobile Optimised

5Grow Your List with

Email

You need to know your Personas,

You need to know your Content mix,

You can produce new leads from

Email.

THANKYOU

Get Your Trial

http://offers.hubspot.com/free-trial