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#INBOUND14 
Lead Nurturing 
Beyond the Inbox 
Ellie Mirman 
Inbound Marketing Funnel Manager, HubSpot
ELLIE 
MIRMAN 
@ellieeille 
Tomorrow is my 7-year 
HubSpot anniversary.
Lead Nurturing = marketing activities that 
engage leads to more effectively move them 
through the funnel and become customers. 
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#INBOUND14 
How many of the people 
you attract are turning into 
paying customers?
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Visit 
Prospect 
Lead 
MQL 
Opportunity 
Customer 
What percentage of 
your contacts are moving 
from one funnel stage to 
the next?
If your lead nurturing is effective, you’ll see 
more customers and revenue from the 
same top of the funnel marketing efforts. 
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Therefore, measure the 
effectiveness of your lead 
nurturing by the lead-to-customer 
percentage.
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Small differences give 
you great leverage.
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75% 
of marketers’ budgets go 
toward nurturing existing leads. 
Bizo, 2014
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Traditionally, marketers 
did this through email 
automation.
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But email is just one of 
many forms of media 
that buyers consume.
We’re hitting the same one note 
over and over again. 
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Let’s see what the 
nurturing experience 
looks like today…
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Wake up and 
check email…
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Go to work, catch up 
on social…
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Visit website to review 
product material…
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Go to social to ask for 
product reviews, hear 
from competitor…
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Sales rep follows up 
wanting to schedule a 
demo…
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Why haven’t 
marketers shifted 
lead nurturing efforts 
to where buyers are?
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It’s time to expand 
lead nurturing 
beyond the inbox.
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4 Ways to Nurture 
Beyond the Inbox
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Universe of Lead Nurturing 
Paid Retargeting 
Social Nurturing 
Website Smart Content 
Offline Activities 
… and, of course, Email
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PAID RETARGETING
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What is it?
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Retargeting, or remarketing, 
is a form of online targeted 
advertising by which you target 
contacts who have already 
engaged with you.
Goal of retargeting: 
Engage your prospect with content 
that educates and persuades them to 
take the next step. 
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Example 
1 Visit product page 2 See ad for reviews
4 Steps to Use Paid Media 
for Lead Nurturing 
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1. Create Your 
Audience 
How will you build your 
target audience? 
Pixel-Based 
List-Based 
Lookalike 
1 2 3 4
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Which method do you choose? 
PRO CON 
Pixel-based Timely 
Specific 
Behavior-based 
Low volume 
Time-intensive 
List-based Highly customizable 
Leverage all your data 
Focus on converting existing contacts 
Low match rates require large lists 
Static, not timely 
Often requires 3rd party 
Lookalike Expand the audience size 
Expand your reach 
Displaying same content to people at 
earlier stage in the funnel
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1. Create Your 
Audience 
What filters will you use to 
identify your audience? 
Demographics: 
persona, lifecycle, industry, 
etc. 
Behaviors: 
viewed product pages, 
requested demo, using 
competitive products, etc. 
1 2 3 4
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2. Pick the Content/ 
Destination 
What content will educate 
and persuade them to take 
the next step? 
Product Content 
1 2 3 4
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2. Pick the Content/ 
Destination 
What content will educate 
and persuade them to take 
the next step? 
Third Party Reviews 
1 2 3 4
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2. Pick the Content/ 
Destination 
What content will educate 
and persuade them to take 
the next step? 
Case Studies 
1 2 3 4
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2. Pick the Content/ 
Destination 
What content will educate 
and persuade them to take 
the next step? 
MQL Landing Pages 
1 2 3 4
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1 2 3 4 
3. Choose the 
Network 
Where will your contacts 
see your ad?
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1 2 3 4 
3. Choose the 
Network 
What tools will you use to 
launch your ads?
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4. Launch Your Ads 
& Optimize 
Craft the headline, image, 
tracking URL, budget, and 
any other details required 
for each platform. 
ads.twitter.com 
facebook.com/ads/create 
linkedin.com/ads 
other retargeting login 
1 2 3 4
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4. Launch Your Ads 
& Optimize 
Check in daily for quick 
optimization like bid and 
headline copy. 
x 
1 2 3 4
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Paid Media Nurturing 
Best Practices
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Images win.
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This tweet got 7x the engagement… 
…compared to its 
image-free version
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Test and optimize 
the creative.
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Test the creative: images, headlines, etc.
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Leverage stories.
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These behavior-based case study ads 
got 2-3x the engagement
#INBOUND14 
SOCIAL MEDIA NURTURING
#INBOUND14 
What is it?
Social nurturing 
is the act of engaging with qualified 
contacts in social media to respond 
to their product evaluation inquiries. 
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Goal of social nurturing: 
Take advantage of 1:1 conversations 
with your prospects that are actively 
evaluating your product/service. 
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Example 
1 Tweet with question 2 Response and follow up
4 Steps to Use Social 
Media for Lead Nurturing 
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1 2 3 4 
1. Create Streams 
Product Questions: 
people asking for a demo or 
product information
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1 2 3 4 
1. Create Streams 
Competitor Mentions: 
people mentioning your 
competitors (whether or not 
they mention your company)
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1 2 3 4 
1. Create Streams 
Industry Conversations: 
people talking about the 
industry (tip: filter for MQLs 
and opportunities)
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2. Identify Content 
Take stock of your 
product resources to use 
in different scenarios. 
Product Content 
1 2 3 4
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Third Party Reviews 
1 2 3 4 
2. Identify Content 
Third party reviews let 
you respond without 
being as self-promotional.
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1 2 3 4 
2. Identify Content 
Case Studies 
In addition to product 
questions, contacts may 
ask about customers who 
are like them.
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1 2 3 4 
2. Identify Content 
Leverage Your Customer Base 
Let your best customers 
share their stories 
directly with interested 
prospects.
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1 2 3 4 
2. Identify Content 
Direct 1on1 Response 
Prepare your responses 
for 1on1 interactions.
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1 2 3 4 
3. Establish Handoff 
Determine how to route 
qualified leads to sales and 
how they should follow up.
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1 2 3 4 
4. Monitor & Respond 
Monitor Twitter Social Inbox 
streams and direct 
messages. Monitor relevant 
LinkedIn groups and Quora 
threads.
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Social Nurturing 
Best Practices
#INBOUND14 
Product Questions 
Competitor Mentions 
Industry Conversations 
Start with top priority 
streams and expand 
from there.
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Nurturing can include 
likes, favorites, and 
retweets.
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Be helpful, 
not promotional.
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Let others promote 
you instead.
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WEBSITE SMART CONTENT
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What is it?
Website smart content 
is content on your website that 
adapts to show your most qualified 
visitors the content to move them 
through the funnel. 
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Goal of smart content: 
Adapt your website to show the 
content your prospects need to take 
the next step in their evaluation. 
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Example 
1 Contact receives a demo 2 Website CTA shows case study
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4 Steps to Use Website 
Smart Content for Lead 
Nurturing
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1 2 3 4 
1. Identify Real Estate 
Start by identifying where 
on your website, blog, or 
other assets you can use 
smart content.
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1 2 3 4 
2. Create Segments 
Segment by persona and 
lifecycle and any other 
details to customize your 
content.
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1 2 3 4 
3. Adapt the Content 
Go big (change the call-to-action) 
or go for the details 
(change a word to speak to 
the segment).
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1 2 3 4 
4. Launch & Measure 
Measure conversion rates 
of high priority segments 
and conversion rates 
overall. 
20% 
15% 
10% 
5% 
0% 
Opportunity Close Rate 
Jan Feb Mar Apr May Jun 
Pesona A Persona B Overall
#INBOUND14 
Website Smart Content 
Best Practices
#INBOUND14 
Keep your content 
flexible with the 
website’s theme.
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Reuse smart content 
for quick updating.
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Adapt both image CTAs 
and website text.
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Use direct user testing 
feedback to see non-quantitative 
impact.
#INBOUND14 
OFFLINE ACTIVITIES
#INBOUND14 
What is it?
Offline activities 
such as events, networking, and 
mail can support your lead nurturing 
efforts offline. 
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Goal of offline nurturing: 
Build relationships with your 
prospects face-to-face to strengthen 
your personal connection. 
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Example: Events 
1 Contact receives a demo 2 Contact meets exec at event
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Example: Networking 
1 Contact considering 2 
purchase 
Contact meets existing 
customers at local event
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Example: Mail 
1 Contact watches 2 
webinar 
Contact receives book on 
related content in the mail
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4 Steps to Use Offline 
Activities for Lead 
Nurturing
#INBOUND14 
1 2 3 4 
1. Start Small 
Start with a small, manual 
test to determine the ROI.
#INBOUND14 
Example: Events 
CEO Roundtable: 
Building an Inbound 
Marketing Machine 
September 1, 2020 
Register >>
#INBOUND14 
Example: Networking
#INBOUND14 
Example: Mail
#INBOUND14 
1 2 3 4 
2. Do the Legwork 
Figure out budget and 
requirements, collect data 
(addresses) and people (to 
send to events), set 
appointments, etc.
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Example 
Book travel 
Book meeting room 
Work with sales to identify high priority active deals with CEOs at event 
Set appointments with chosen executives 
Prepare talking points and share background information 
Identify desired outcome for meetings 
Track completed meetings and impact on deals 
Etc.
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1 2 3 4 
3. Provide Value Upfront 
Give in order to get – 
provide value the prospect 
can take no matter the 
result of the interaction.
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Example
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1 2 3 4 
4. Get Feedback 
Collect qualitative feedback 
and make it quantitative.
#INBOUND14 
Example 
• 6/8 meetings completed 
• 5/6 followed up with positive feedback 
• 4/6 purchased within 30 days
#INBOUND14 
Example
#INBOUND14 
Offline Nurturing 
Best Practices
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Go targeted, 
not blanket blast.
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Coordinate with other 
marketing and sales 
activities.
#INBOUND14 
Leverage selling tools.
#INBOUND14 
Pulling It Together
#INBOUND14 
Photo Credit: Ilya Mirman 
EMAIL 
SOCIAL 
RETARGETING 
WEBSITE 
OFFLINE
#INBOUND14 
Let’s see what the 
holistic nurturing 
experience looks like…
#INBOUND14 
Wake up and 
check email…
#INBOUND14 
Go to work, catch up 
on social, see ad…
#INBOUND14 
Click on retargeting ad 
to smart website…
#INBOUND14 
Go back to social to ask 
for product reviews, hear 
back from real customer…
#INBOUND14 
Sales rep follows up with 
invite to attend local event 
to meet with VP…
#INBOUND14 
The right content, 
the right place, 
the right time. 
Every place, every time.
#INBOUND14 
THANK YOU 
Join the discussion: 
inbound.org/ellie

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