#INBOUND13

Beyond Email

Using Workflows to Turn Subscribers into Customers

Greg DeVore and Jā DeVore

@jadevoreJonathan DeVore

@gdevoreGreg DeVore

What are the goals for today?1. Define lifecycle stages and personas for your business 2. Create goal oriented workflows 3. Measure the effectiveness of your workflows

What was our challenge?

Lifecycle stages

1 Subscriber – folks who know about you and have opted in to hear from

you periodically

2 Lead – shown more interest in what you offer and have given you more

information

3 Marketing Qualified Lead – identified themselves as more deeply

engaged

4 Sales Qualified Lead – sales team has accepted as worthy of a direct

sales follow up

5 Opportunity – contacts who have become real sales opportunities in

your CRM

6 Customers – an actual, paying customer of your main product

Examples of HubSpot lifecycle stages

1 Subscriber – Subscribed to our newsletter or blog

2 Lead – Has taken an action that helps us identify their persona

3 Marketing Qualified Lead – Has signed up for a trial of our product

4 Sales Qualified Lead – NA

5 Opportunity – NA

6 Customers – People who purchase a subscription to our service

Map the lifecycle stages to your business

Marketing personas

Bad: Someone who needs to do create software documentation

Good: Someone at a B2B software company that has been newly tasked

with creating and/or improving their how-to guides

Marketing personas

The lifecycle stage helps us identify how far across the river the contact

has come

The persona helps us determine what will motivate them to take the next

step

The workflow helps us automate the process

Why lifecycle stages, personas and workflows?

Set small goals

1 Identify contacts who fit a specific persona

2 Move the contacts that match that persona to the next lifecycle stage

Some good small goals

Email course example

Lead nurturing example

Measure the effectiveness of your workflow

#INBOUND2013

Define your lifecycle stages

#INBOUND2013

Define your personas

#INBOUND2013

Set small goals

#INBOUND2013

Measure the effectiveness

#INBOUND2013

Experiment until you get it right

#INBOUND2013

Define your lifecycle stagesDefine your personasHave a goalMeasure the effectivenessExperiment until you get it right

Turn this…

into Success!

QUESTIONS?