INBOUND 2013 presentation by Maggie Georgieva. Register for INBOUND 2014 at www.inbound.com

1. Streamlining the Buyer’s
Journey: More than
Marketing Automation
Maggie Georgieva
#INBOUND13

2. MAGGIE
GEORGIEVA
@mgieva
I am a horoscope junkie

3. Nurturing with Purpose:
1
Define the Right Trigger Moments

4. Nurturing with Purpose:
1
2
Define the Right Trigger Moments
Create a Multi-Channel Nurturing Experience

5. Nurturing with Purpose:
1
2
3
Define the Right Trigger Moments
Create a Multi-Channel Nurturing Experience
Monitor and Fine-tune Your Nurturing

6. 1
DEFINE THE RIGHT
TRIGGER MOMENTS

7. Look at the buyer’s journey
SUBSCRIBER
CUSTOMER

8. Break it up in stages
SUBSCRIBER
LEAD
QUALIFIED LEAD
OPPORTUNITY
CUSTOMER

9. Goal one: convert contacts into Leads
SUBSCRIBER
Starting condition
Goal
LEAD

10. Goal two: convert Leads into MQLs
SUBSCRIBER
Starting condition
Goal
LEAD
QUALIFIED LEAD

11. Goal three: convert MQLs into Opportunities
SUBSCRIBER
Starting condition
Goal
LEAD
QUALIFIED LEAD
OPPORTUNITY

12. Goal four: convert Opportunities into Customers
SUBSCRIBER
Starting condition
Goal
LEAD
QUALIFIED LEAD
OPPORTUNITY
CUSTOMER

13. Define what each stage means
– contacts you don’t know much about
•
SUBSCRIBER
•
LEADS–
•
QUALIFIED LEADS –
•
OPPORTUNITIES
•
CUSTOMERS
contacts that have converted on your website
contacts that have expressed product interest
– contacts that sales has marked as sales-ready
– contacts that end up buying

14. Let’s take the MQL stage as an example

15. Use workflows to streamline this journey
LEAD
SUBSCRIBER
Workflow
QUALIFIED LEAD
Workflow
CUSTOMER
OPPORTUNITY
Workflow
Workflow

16. 1
Subscriber
to Lead
Workflow
example
2

17. 1
Lead to MQL
Workflow
example
2

18. More segmentation,
new variations
#INBOUND13

19. Lifecycle stages, two personas
LEAD
CUSTOMER
LEAD
CUSTOMER
Becky
Philip

20. Add these details to your list(s)

21. Lead to MQL
Workflow
example for
a specific
persona

22. Why this approach?
Gets you focused on the actual events and actions

23. Why this approach?
Gets you focused on the actual events and actions
Develops common vocabulary between marketing and sales

24. 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

25. 2
HOW TO CREATE A MULTICHANNEL NURTURING
EXPERIENCE

26. Different nurturing experiences
CUSTOMER
CUSTOMER

27. How to nurture contacts in an effective way?
QUALIFIED LEAD
Offer
Email
Workflow
Call-to-action
Social
OPPORTUNITY
CUSTOMER

28. 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 –
•
CALL-TO-ACTION –
•
SOCIAL –
schedule the emails to list of Leads + Persona
promote the content on your website
monitoring the list of Leads + Persona

29. Choose the offer based on performance

30. Craft emails to promote the offer

31. Schedule the email to the segmented list

32. Promote the same offer through a CTA

33. Monitor this list through Social

34. Getting started, now.
#INBOUND13

35. Install
Workflow
Recipes

36. 3
MONITOR AND FINE-TUNE
YOUR NURTURING

37. Email
performance
in HubSpot

38. Examples of real emails in our Workflows

39. Review the emails
19%
7%

40. Another example

41. Review the emails
50%
4%

42. Monitor the offer’s performance

43. Optimize the call-to-action
Leads, CTR – 1.2%
Customers, CTR – 1.7%

44. Get the segments to be more granular

45. Monitor conversion rate
10 LEADS
100 SUBSCRIBERS
10% conversion rate
Starting list
Goal list

46. To improve is
to change.
-CHURCHILL

47. Improve performance through iteration
"
"
"
Refine your lifecycle stages
Refine your personas
Keep an eye on critical metrics

48. QUESTIONS?