Professor: Isaac Moche

Transcription

1 CLASS 09 Sending the Right to the Right Person Professor: Isaac Moche Inbound Certification Brought to you by HubSpot Academy

2 1 WHY IS MARKETING STILL IMPORTANT?

3 MISCONCEPTIONS PEOPLE HAVE ABOUT

4 PEOPLE BELIEVE THAT MARKETING MEANS SPAM.

5 PEOPLE BELIEVE THAT MARKETING IS OLD-SCHOOL.

6 REASONS THAT WORKS billion accounts that send 196 billion s every day % of consumers check their daily. 3. is a channel that you own % of consumers prefer for marketing communications. 5. lets you be highly personal. 6. has a marketing ROI of 4,300%. SOURCE: RADICATI and VERO

7 76% Of marketers say they use more than they did three years ago. SOURCE: DIRECT MARKETING ASSOCIATION

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11 2 HOW DO YOU SEND THE RIGHT TO THE RIGHT PERSON?

12 HOW TO SEND THE RIGHT Determine your audience Segment your contacts database Send the right at the right time Nurture your lead into a customer

13 HOW TO SEND THE RIGHT Determine your audience Segment your contacts database Send the right at the right time Nurture your lead into a customer

14 + Right Content Right Audience Right Timing SUCCESS

15 INBOUND MARKETING STRATEGY

16 PRIMARILY, YOU SEGMENT BY YOUR BUYER PERSONAS.

17 THE BUYER S JOURNEY

18 HOW TO SEND THE RIGHT Determine your audience Segment your contacts database Send the right at the right time Nurture your lead into a customer

19 62% More clicks received on targeted sends compared to non-segmented lists. SOURCE: MAILCHIMP

20 FLICKR USER _HADOCK_ COMPANY SEGMENTATION Company size Company type Industry

21 FLICKR USER _HADOCK_ ROLE SEGMENTATION Department Seniority Function

22 FLICKR USER _HADOCK_ BEHAVIORAL SEGMENTATION Conversion events opens Page views

23 FLICKR USER _HADOCK_ MARKETING INTELLIGENCE # of Twitter followers # of Facebook fans SEO search terms Website pages Technology

24 25% Of your list will decay, each year. SOURCE: DIRECT MARKETING ASSOCIATION

25 FLIICKR USER HEGARTY_DAVID

26 HOW TO SEND THE RIGHT Determine your audience Segment your contacts database Send the right at the right time Nurture your lead into a customer

27 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY Videos Blog posts Slideshares Free Tools ebooks/guides

28 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY Webinars Case Studies FAQ Sheets Product Whitepapers Third-Party Reviews

29 SEND CONTENT THAT FOLLOWS THE BUYER S JOURNEY Free Trials ROI Reports Product Demos Consultations Estimates/Quotes

30 HOW TO SEND THE RIGHT Determine your audience Segment your contacts database Send the right at the right time Nurture your lead into a customer

31 LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.

32 73% Of all B2B leads are not sales-ready. SOURCE: HUBSPOT ANNUAL REPORT, 2015

33 s should add value, not ask for it.

34 47% of all is opened on mobile. SOURCE: HUBSPOT, 2014 SCIENCE OF MARKETING STARTUPSTOCKPHOTOS.COM

35 HOW TO OPTIMIZE FOR MOBILE 1. Use responsive templates 2. Bigger is better 3. Use clear and concise messaging 4. Avoid using tiny fonts

36 FOUR STEP GUIDE TO PERFECTION Define a clear goal for your Personalize where appropriate Focus on engagement Test and analyze

37 FOUR STEP GUIDE TO PERFECTION Define a clear goal for your Personalize where appropriate Focus on engagement Test and analyze

38 WHICH OF THESE IS AN APPROPRIATE GOAL FOR AN SEND? A. Get people to register for a webinar B. Stay top of mind C. Promote your company D. Increase average click rate

39 WHICH OF THESE IS AN APPROPRIATE GOAL FOR AN SEND? A. Get people to register for a webinar B. Stay top of mind C. Promote your company D. Increase average click rate

40 WHICH OF THESE IS AN APPROPRIATE GOAL FOR AN SEND? A. Get people to register for a webinar B. Stay top of mind C. Promote your company D. Increase average click rate

41 WHICH OF THESE IS AN APPROPRIATE GOAL FOR AN SEND? A. Get people to register for a webinar B. Stay top of mind C. Promote your company D. Increase average click rate

42 IDENTIFY A CLEAR GOAL FOR YOUR Generate leads Collect feedback Educate customers and prospects Nurture existing leads

43 FOUR STEP GUIDE TO PERFECTION Define a clear goal for your Personalize where appropriate Focus on engagement Test and analyze

44 SEND S FROM REAL PEOPLE

45 First name Most relevant download Company name Personalize your s based on information you know about your prospects.

46 PERSONALIZATION DRIVES RESULTS Leads who are nurtured with targeted content produce a 20% increase in sales opportunities. 40% of consumers buy more from retailers who personalize the shopping experience across channels. Personalized s improve click through rates by 14% and conversion rates by 10%. SOURCE: HUBSPOT

47 FOUR STEP GUIDE TO PERFECTION Define a clear goal for your Personalize where appropriate Focus on engagement Test and analyze

48 Use actionable language to be clear and compelling.

49 Make each component of your a call-to-action Link images to your offer s landing page Add a CTA to the signature Hyperlink the appropriate copy in the Edit alt-text of images and CTAs Modify preview text

50 10 CLEAN UP YOUR PLAIN-TEXT

51 FOUR STEP GUIDE TO PERFECTION Define a clear goal for your Personalize where appropriate Focus on engagement Test and analyze

52 STATISTICS TO MEASURE Delivery rates Open rates Click-through rates Contact churn Hard/soft bounces

53 DELIVERY RATE: IS YOUR GETTING TO YOUR CONTACTS?

54 OPEN RATE: TELLS YOU THE EFFECTIVENESS OF YOUR SUBJECT LINE

55 CLICK RATE: ARE PEOPLE ENGAGING WITH YOUR S?

56 WHAT LINKS ARE PEOPLE CLICKING ON?

57 3 WHAT DOES A GREAT LOOK LIKE?

58 Personalization Image as CTA Encourage sharing of download with colleagues/friends Actionable language Personalized signature with CTA

59 Personalization Reason for sending Benefit to reader Name Role Direct line of communication

60 THANK YOU.