© 2012 Brightfire Limited

Lead Nurturing

With HubSpot 3 Enterprise

OBJECTIVE

Demonstrate how easy it is to use the tools

So you feel that you can do it

CONTENTS

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

segmentation

based 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

How do you 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

2. Specific

Information

Needs

3. Evaluation

Marketing Qualified

Lead

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

Image Source: HubSpot

DESIGN YOUR BEHAVIOUR WORKFLOW 2

Image Source: HubSpot

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

SOCIALEMAIL CRM

SET YOUR GOAL

The goal of lead nurturing is to

generate customers not leads

BRIGHTFIRE

Twitter: @brightfireview

Blog: www.brightfire.co.uk/blog

Web: www.brightfire.co.uk