Email Marketing with HubSpot
Transcript of Email Marketing with HubSpot
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Virtual Workshop: How to Generate Leads From Email Marketing Using the HubSpot Software
Meghan Keaney AndersonProduct Marketing ManagerHubSpot
Sarah GoligerEmail Marketing ManagerHubSpot
#HubSpotEmail
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MeghanAnderson
Product Marketing Manager at HubSpot
@meghkeaney
#HubSpotEmail
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SarahGoliger
Email Marketing Manager at HubSpot
@sarahbethgo
#HubSpotEmail
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Housekeeping Notes:
Webinar slides + video will be emailed to all
Interact with us on Twitter: #HubSpotEmail2
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Email Meets Inbound Marketing.
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Most people think email is about three things.
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But that kind of thinking puts email in a silo.
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The average annual decay of a corporate email list. Source: Marketing Sherpa
25%
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of B2B Marketers can segment emails based on where leads are in the sales cycle. Source: Marketing Sherpa
Only 31%
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of B2B marketers say lack of data is a major obstacle to targeting emails.Source: B2B Magazine
37%
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Leaving you with an eroded list
and a lack of useful data.
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An alternate
way to look at email
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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
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Build & GrowYour List1
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@MeghKeaney
Fill the Top of the Funnel
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Grow your list• 1
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Grow your list
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Grow your list• 1
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Create Targeted Segments2
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Segmented emails get
50% more clicks thanemail blasts. Source: Marketing Sherpa
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Create, Personalize,& Send3
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Personalized emails improve click-through rates by 14%.
Source: The Aberdeen Group
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Nurture Your Leads4
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The decision process
Top of the funnel Middle of the Funnel Bottom of the Funnel
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Nurtured leads have a
23% shorter sales cycle.
Source: Market2Lead
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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
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Measure Email’s Impact5
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83% of email marketers are not analyzing or reporting their email metrics. Source: Marketing Sherpa
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Measure your email performance.
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Measure your email performance.
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Focus on the metrics that matter to you.
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Get a full-funnel picture.
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Testing brings consistent, immediate results.
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A/B testing with HubSpot’s email tool
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Don’t obsess over subject lines.
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Test everything, test often.
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HOMEWORK. (WE PROMISE IT’S MORE FUN THAN CALCULUS.)
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1. START A TRIAL.
2. GO TO THE EMAIL TOOL.
3. BUILD AN EMAIL AND ADD PERSONALIZATION TAGS.
4. TRY DIFFERENT TEMPLATES AND STYLES.
5. SEND A TEST EMAIL TO SEE HOW IT LOOKS.
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Contacts Database
Discuss With a HubSpot Expert
#HubSpotEmail
Targeted Lists
Nurturing Workflows
Emails