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[Music] [Music] my name is Anya and I'm a customer success manager with HubSpot and I'm also her youth customer success manager and/or CSM for short and as ICS my role is to help my customers solve problems help them maximize their usage of the HubSpot software and but also more importantly I suppose help them see return on investment from HubSpot and that can be in the form of leads customers revenue and every one of my customers have a unique set of goals that we need to bear in mind from the very beginning lead nurturing is your opportunity to connect with your leads and prospects and I think it's important to ask yourself how can I connect with my leads and turn them into customers in the most helpful way and and also at each stage of the buyers journey so the awareness the consideration the decision stage and and also understanding you know what the needs and requirements are of your leads and being able to you know provide the relevant information and an answer is to help them make an informed decision and ultimately it's about encouraging your leads to take the desired goal so a goodly nurture process should start by defining the goal and the goal of thus and the nurture flow and I think the goal needs to be measurable and it needs to be segmented by buyer journey so whether that person is in the awareness stage consideration stage or decision stage I'd also recommend you know creating one lead nurture flow per goal I'm not kind of trying to push in a couple of different goals within that flow and so the goal should be tangible it should be quantifiable and that's what's gonna help you to understand the performance and success of us a particular campaign and a couple of different examples might be getting cold leads to the goal of perhaps visiting to an awareness stage blogs a second example might be and getting a set of people who recently subscribed to your blog and to reach the goal of actually downloading two pieces of awareness or consideration stage content something a little bit more detailed and then a final example might be you know getting your marketing qualified leads to take the action of actually booking a demo or scheduling a meeting with your sales team so this I believed is based on intense so the intent of your leads and prospects and I think the best way to do this is to use and a form of lead scoring and I think is the best way to qualify the leads and that have intent or have more intent than others and so lead scoring is basically a system where you're allocating a numerical value or score to each of your deeds and and it kind of helps you to identify on the scale of not interested versus sales ready where that lead is I suppose in their journey and it's completely up to the business whether or not or how they want to set up this and this lead scoring process I think the main thing to remember is that sales and marketing need to be aligned on it and they need to be working off the same scale otherwise it's not going to work and your lead scoring can be based on a number of different things for example and the actions that somebody you may have taken on your website or in your content the information they may have provided via form as well as the engagement they might have had with your brand in the past and all of this is going to help you with with placing a score on on each lead and ultimately the higher the lead score and the closer that lead is to sales qualified so I think there are four or five and main components of a lead generation process and I think the first are lead magnets so compelling pieces of content that people are going to be happy to exchange our personal information for and in return for some sort of content that's going to help them in their research journey and those lead magnets can as I said before include anything from blogs to infographics to taste of these testimonials and so on and and I think again they have the goal of and converting leads and gaining that permission I suppose to contact them later on and the second one there would be CTA s or call to actions and which are those all important and buttons that you know leave that individual on to the next page the landing pages and the forums and they also need to be compelling and kind of hint at what's behind us and and make sure that we're giving and individuals clear journey needs to take on our website when they when they do land on us and the next then would be your landing page itself so the goal of the landing page is to have zero distractions symp a simple kind of form with the description as to what's behind this form what is it gazing typically I see navigation bars at the top being removed again just to avoid any distractions there as well but they play a crucial part in actually converting your leads and then I would say lead scoring definitely is it is it another big component which I spoke about earlier on and and then finally and the the nurture piece the actual automated and nurturing that you have whether you use a tool for that and you know that is a kind of a final piece of the puzzle so using life cycle sages is one of the most important parts of your elite nurture efforts and for example let's say someone has recently subscribed to your blog and it's not they're not necessarily gonna be a good fit to start receiving you know further nurture emails from you with regards to you know booking a demo or and you know getting a quote etc and those people probably should be nurtured with more high-level content like further blogs or even and some high-level content that they can download and typically as well what I see in terms of the most commonly used life cycle stages would be and beginning with subscriber from there moving to lead from there to marketing qualified lead followed by sales qualified lead and opportunity and customer and I think that we need to kind of bear each of those stages in mind when it comes to our lead nurture efforts yeah I suppose I think I have kind of one main takeaway there and I think that is that we must give before we ask and what I mean by that is I think that we should be providing kind of freely accessible content and to our users to our prospects and leads and before going straight in and kind of getting all of our content straight away we need to start building up that trust that we are you know a thought leader in our industry we kind of know what we're talking about and start to build that relationship and then over time we can start providing more valuable content which we can gate and I think our our leads will feel more comfortable giving their contact details and if we kind of followed up that process so lead nurturing helps companies to be present in the channels where their leads and prospects live and it helps them engage those prospects within those channels and hopefully increase the chances of building you know longer term relationships as well and it is without a doubt the best way to build trust and kind of help your brand to break through all of that other noise online the most important aspect of my job at a doubt is understanding the KPIs and metrics that are most important to the business that I'm working with the team that I'm working with and the individual that I'm working with so I tend to ask the questions like what does your business need to achieve in terms of KPIs or metrics in order to launch that new product that they're working towards or launching some new markets and at the same time asking the question what does your team need to achieve in order to hit their core to be goals and then finally what does that individual that marketing manager need to achieve herself or himself in order to get that promotion in order to move some the next level I suppose in their career I don't think if we keep all of that in mind we can kind of work backwards to understand what marketing activities need to take place in order to actually achieve those goals yeah so there's a couple of kind of go-to and resources that I tend to lean in on the first would be the hub spot Academy and so hub spot Academy is like your library of resources around marketing and inbound marketing and it includes tutorials lessons and so on and about the kind of most topical areas within and within marketing and at that moment in time and it's constantly refreshed you know every year the content is updated to make sure that it is relevant and I think on top of that then the hub spot blog and it's a great one as well to lean in on again there's just new content to post it there every and every few weeks as well and I love to dip into some like LinkedIn user groups to to understand you know what our prospects and customers and are speaking about in terms of lead generation what kind of challenges they have her face what kind of problems that they're and that they're feeling and you know just to make sure that I'm informing myself as well of those things and I think then finally and you know looking at the HubSpot certified partners and agencies as well checking out their web sites or web sites and understanding what kind of content that they're producing is a really great way to educate yourself around each generation so the first question that I would ask myself and/or ask my team is and who's our target audience who is our persona and what kind of challenges or pain points do they face what are their frequently asked questions online where do they go to consume information and how do how do they like to be connected with and I'd also and you know look at who our competitors are as well and what our competitive advantage is and at the same time then understanding you know what kind of content and messaging we want to put out there as well what kind of tone of voice that we want to you know perceive what kind of keywords and that we want to rank for and I think looking as well us and how much you want to spend on each campaign as well as is really important too and finally here we're going to actually measure and track and each of those lead generation campaigns so I think agreeing as a team on what metrics and KPIs you care about the most and want to track is kind of the most important thing and whether that is the sessions that you generated and the leads you generated the opportunities the deals the revenue and each company are going to have a different kind of set of goals and metrics and I'd recommend using the HubSpot campaign and analytics tool to kind of look into the effectiveness of each campaign that you do run and it might also be worth you know drilling into some metrics like and you know email metrics for example understanding what the click-through rate looked like for that particular campaign or the bounce rate and at the same time looking at maybe the sources as well so what sources whether it was social media or you know other methods of of Legionnaire using in order to actually most successfully connect and engage with your prospects [Music] so I think my biggest tip and takeaway for the day and is the following so when it comes to your lead and nurture campaigns or efforts and keep them timely first of all and so ensure that you're reaching out at the right time when your contacts are engaging and when they are raising their hand for more information and keep them efficient so use automation to reach out to your and to your prospects and also use automation to alert your sales team when people are coming back to revisit your website or take other actions that would be considered and high intent and finally keep them targeted so when you're crafting your emails keep in mind your buyer persona keep in mind the stage of the buyers journey they're in whether it's awareness consideration or decision and I don't think you'll go far wrong then well like after like staring at a for a little bit I'm like that's blue but like I know at a glance it would be white but it is [Laughter]