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How to Create an Automated Lead Nurturing Campaign How to Create - - PowerPoint PPT Presentation
How to Create an Automated Lead Nurturing Campaign How to Create - - PowerPoint PPT Presentation
How to Create an Automated Lead Nurturing Campaign How to Create Content for Every Stage of the Buyer Journey Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower costs. Forrester Research 65%
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“Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower costs.”
Forrester Research
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“65% of B2B marketers have not established lead nurturing.”
MarketingSherpa
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CAMPAIGNCREATORS.COM
Let’s Break it Down
Part 1: Content to match your buyer's journey
TAMMY DUGGAN-HERD, PHD
Marketing Manager // CAMPAIGN CREATORS
Part 2: Building your automated campaign
SHELBY HEATH
Marketing Technologist // CAMPAIGN CREATORS
Part 3: Analyzing your campaign performance
ARI PLAUT
Product Marketing Manager // HUBSPOT
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CAMPAIGNCREATORS.COM
Campaign Checklist
1. Create offers for each stage ToFu Offer MoFu Offer BoFu Offer Upload assets to File Manager 2. Create a Campaign in HubSpot 3. Build landing page for each offer ToFu landing page MoFu landing page BoFu landing page 4. Build thank you page for each
- ffer
ToFu thank you MoFu thank you BoFu thank you 5. Write and create nurture emails MoFu nurture emails BoFu nurture emails 6. Create workflows MoFu workflow BoFu workflow 7. Create channel CTAs
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Middle of the funnel Top of the funnel Bottom of the funnel
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CAMPAIGNCREATORS.COM
People are becoming aware
- f a problem they have or a
goal they want met. People are considering possible solutions for their problem or ways to meet their goal. People are making a decision to purchase a solution.
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Stop right there, you have personas right?
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Where do we start?
Product/Service Pain point
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The Awareness Stage
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The Awareness Stage: Understanding Your Buyer
- 1. How do buyers describe this goal or pain
point?
- 2. What are the top causes for this pain point or
reasons this goal is not being met?
- 3. What does your buyer have to gain if this pain
point is addressed or goal is met?
- 4. What are the consequences of inaction by the
buyer?
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The Awareness Stage: Understanding Your Buyer
- 5. Are there common misconceptions buyers
have about addressing the goal or challenge?
- 6. How do buyers decide whether the goal or
challenge should be prioritized?
- 7. How do buyers educate themselves on this
goal or challenge?
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The Awareness Stage: ToFu Asset
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Example: ToFu for Marketing Mary
Pain point: Digital marketing capabilities gap Cause: Lacking resources (time or team), tech skills
- r strategy
Prioritization: Digital spend continues to increase If addressed: Weight lifted off shoulders If not addressed: Guilty, burdened by to-dos, lacking direction - they will fall behind!
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Example Tofu: Marketing Gaps Quiz
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The Consideration Stage
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The Consideration Stage: Understanding Your Buyer
- 1. What categories of solutions do buyers
investigate?
- 2. How do buyers educate themselves on the
various categories?
- 3. How do buyers perceive the pros & cons of
each category?
- 4. How do buyers decide which category is right
for them?
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The Consideration Stage: MoFu Asset
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Example 2 Stage Mofu for Marketing Mary
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The Decision Stage
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CAMPAIGNCREATORS.COM
The Decision Stage: Understanding Your Buyer
- 1. What criteria do buyers use to evaluate the
available offerings?
- 2. When buyers investigate your company’s
- ffering, what do they like about it compared
to alternatives? What concerns do they have with your offering?
- 3. Who needs to be involved in the decision?
How do their perspectives differ?
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The Decision Stage: Understanding Your Buyer
- 4. Do buyers have expectations around trying the
- ffering before they purchase it?
- 5. Outside of purchasing, do buyers need to make
additional preparations, such as implementation plans or training strategies?
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The Decision Stage: BoFu Offering
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Example BoFu: Free Strategy Session
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CAMPAIGNCREATORS.COM
Campaign Checklist
1. Create offers for each stage ToFu Offer MoFu Offer BoFu Offer Upload assets to File Manager 2. Create a Campaign in HubSpot 3. Build landing page for each offer ToFu landing page MoFu landing page BoFu landing page 4. Build thank you page for each
- ffer
ToFu thank you MoFu thank you BoFu thank you 5. Write and create nurture emails MoFu nurture emails BoFu nurture emails 6. Create workflows MoFu workflow BoFu workflow 7. Create channel CTAs
✓ ✓ ✓
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Part 2: How to Build Your Campaign In Hubspot
Let’s head over to HubSpot
CAMPAIGN
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Check out our other events
- www. sdinbound.com/events
Take 2 min survey for access to slides & checklist https://www.surveymonkey.com/r/GDKHFCG [Guide] How to Create a Lead Nurturing Campaign https://hubs.ly/H09dPYt0
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TAMMY DUGGAN-HERD, PHD
Marketing Manager // CAMPAIGN CREATORS
https://www.linkedin.com/in/tamaradugganherd/
Want to Connect?
tammy@campaigncreators.com
SHELBY HEATH
Marketing Technologist // CAMPAIGN CREATORS
https://www.linkedin.com/in/shelbyheath/ shelby@campaigncreators.com
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CAMPAIGNCREATORS.COM
ARI PLAUT
Product Marketing Manager // HUBSPOT
https://www.linkedin.com/in/ari-plaut-00087340/
Want to Connect?
@ariplaut
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Questions? Email us!
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