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% of B2B marketers have not established lead nurturing.” MarketingSherpa
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 CAMPAIGNCREATORS.COM
Campaign Checklist 1. Create offers for each stage 4. Build thank you page for each ToFu Offer offer MoFu Offer ToFu thank you BoFu Offer MoFu thank you Upload assets to File Manager BoFu thank you 2. Create a Campaign in HubSpot 5. Write and create nurture 3. Build landing page for each offer emails ToFu landing page MoFu nurture emails MoFu landing page BoFu nurture emails BoFu landing page 6. Create workflows MoFu workflow BoFu workflow 7. Create channel CTAs CAMPAIGNCREATORS.COM
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Top of the funnel Middle of the funnel Bottom of the funnel CAMPAIGNCREATORS.COM
People are becoming aware of 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. CAMPAIGNCREATORS.COM
Stop right there, you have personas right? CAMPAIGNCREATORS.COM
Where do we start? Pain point Product/Service CAMPAIGNCREATORS.COM
The Awareness Stage CAMPAIGNCREATORS.COM
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? CAMPAIGNCREATORS.COM
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? CAMPAIGNCREATORS.COM
The Awareness Stage: ToFu Asset CAMPAIGNCREATORS.COM
Example: ToFu for Marketing Mary Pain point: Digital marketing capabilities gap Cause: Lacking resources (time or team), tech skills or 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! CAMPAIGNCREATORS.COM
Example Tofu: Marketing Gaps Quiz CAMPAIGNCREATORS.COM
The Consideration Stage CAMPAIGNCREATORS.COM
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? CAMPAIGNCREATORS.COM
The Consideration Stage: MoFu Asset CAMPAIGNCREATORS.COM
Example 2 Stage Mofu for Marketing Mary CAMPAIGNCREATORS.COM
The Decision Stage 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 offering, 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? CAMPAIGNCREATORS.COM
The Decision Stage: Understanding Your Buyer 4. Do buyers have expectations around trying the offering before they purchase it? 5. Outside of purchasing, do buyers need to make additional preparations, such as implementation plans or training strategies? CAMPAIGNCREATORS.COM
The Decision Stage: BoFu Offering CAMPAIGNCREATORS.COM
Example BoFu: Free Strategy Session CAMPAIGNCREATORS.COM
Campaign Checklist 1. Create offers for each stage 4. Build thank you page for each ✓ ToFu Offer offer ✓ MoFu Offer ToFu thank you ✓ BoFu Offer MoFu thank you Upload assets to File Manager BoFu thank you 2. Create a Campaign in HubSpot 5. Write and create nurture 3. Build landing page for each offer emails ToFu landing page MoFu nurture emails MoFu landing page BoFu nurture emails BoFu landing page 6. Create workflows MoFu workflow BoFu workflow 7. Create channel CTAs CAMPAIGNCREATORS.COM
Part 2: How to Build Your Campaign In Hubspot CAMPAIGN Let’s head over to HubSpot CAMPAIGNCREATORS.COM
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
Want to Connect? TAMMY DUGGAN-HERD, PHD Marketing Manager // CAMPAIGN CREATORS https://www.linkedin.com/in/tamaradugganherd/ tammy@campaigncreators.com SHELBY HEATH Marketing Technologist // CAMPAIGN CREATORS https://www.linkedin.com/in/shelbyheath/ shelby@campaigncreators.com CAMPAIGNCREATORS.COM
Want to Connect? ARI PLAUT Product Marketing Manager // HUBSPOT https://www.linkedin.com/in/ari-plaut-00087340/ @ ariplaut CAMPAIGNCREATORS.COM
Questions? Email us!
Thank you, Come again https://www.surveymonkey.com/r/GDKHFC G
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