streamlining the buyer's journey: more than marketing automation #inbound13
TRANSCRIPT
#INBOUND13
Streamlining the Buyer’s Journey: More than Marketing Automation
Maggie Georgieva
I am a horoscope junkie
@mgieva
MAGGIE GEORGIEVA
1 Define the Right Trigger Moments
Nurturing with Purpose:
1 Define the Right Trigger Moments
2 Create a Multi-Channel Nurturing Experience
Nurturing with Purpose:
1 Define the Right Trigger Moments
2 Create a Multi-Channel Nurturing Experience
3 Monitor and Fine-tune Your Nurturing
Nurturing with Purpose:
1 DEFINE THE RIGHT TRIGGER MOMENTS
Look at the buyer’s journey
SUBSCRIBER CUSTOMER
Break it up in stages
CUSTOMER LEAD QUALIFIED LEAD OPPORTUNITY SUBSCRIBER
Goal one: convert contacts into Leads
LEAD SUBSCRIBER
Starting condition
Goal
Goal two: convert Leads into MQLs
LEAD SUBSCRIBER QUALIFIED LEAD
Starting condition
Goal
Goal three: convert MQLs into Opportunities
LEAD SUBSCRIBER QUALIFIED LEAD
Starting condition
Goal
OPPORTUNITY
Goal four: convert Opportunities into Customers
LEAD SUBSCRIBER QUALIFIED LEAD
Starting condition
Goal
OPPORTUNITY CUSTOMER
• SUBSCRIBER – contacts you don’t know much about
• LEADS– contacts that have converted on your website
• QUALIFIED LEADS – contacts that have expressed product interest
• OPPORTUNITIES – contacts that sales has marked as sales-ready
• CUSTOMERS – contacts that end up buying
Define what each stage means
Let’s take the MQL stage as an example
Use workflows to streamline this journey
CUSTOMER LEAD QUALIFIED LEAD OPPORTUNITY SUBSCRIBER
Workflow Workflow Workflow Workflow
Subscriber to Lead Workflow example
1
2
Lead to MQL Workflow example
1
2
#INBOUND13
More segmentation, new variations
Lifecycle stages, two personas
CUSTOMER LEAD
CUSTOMER LEAD
Becky
Philip
Add these details to your list(s)
Lead to MQL Workflow example for a specific persona
Gets you focused on the actual events and actions
Why this approach?
Gets you focused on the actual events and actions
Develops common vocabulary between marketing and sales
Why this approach?
Gets you focused on the actual events and actions
Develops common vocabulary between marketing and sales
It’s scalable and can be fine-tuned easily
Why this approach?
2 HOW TO CREATE A MULTI-CHANNEL NURTURING EXPERIENCE
Different nurturing experiences
CUSTOMER
CUSTOMER
How to nurture contacts in an effective way?
Offer Email
Workflow Call-to-action
Social
CUSTOMER QUALIFIED LEAD OPPORTUNITY
Lead to MQL content and channels
• OFFER – content that converts to customer at a high rate
• EMAILS– promote that content in a compelling way
• WORKFLOW – schedule the emails to list of Leads + Persona
• CALL-TO-ACTION – promote the content on your website
• SOCIAL – monitoring the list of Leads + Persona
Choose the offer based on performance
Craft emails to promote the offer
Schedule the email to the segmented list
Promote the same offer through a CTA
Monitor this list through Social
#INBOUND13
Getting started, now.
Install Workflow Recipes
3 MONITOR AND FINE-TUNE YOUR NURTURING
Email performance in HubSpot
Examples of real emails in our Workflows
Review the emails
19% 7%
Another example
Review the emails
50% 4%
Monitor the offer’s performance
Optimize the call-to-action
Customers, CTR – 1.7% Leads, CTR – 1.2%
Get the segments to be more granular
Monitor conversion rate
Starting list
Goal list
10 LEADS 100 SUBSCRIBERS
10% conversion rate
To improve is to change. -CHURCHILL
" Refine your lifecycle stages
" Refine your personas
" Keep an eye on critical metrics
Improve performance through iteration
QUESTIONS?