how to lure in and keep leads › wp-content › uploads › 2015 › ... · 2019-03-05 · • how...

How To Lure In and Keep Leads

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Princess Cornelio Marketing Educator Unbounce @daprincesita

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E: [email protected] T: 1-888-515-9161

The Customer Success team



It’s great to meet you!

Hana Abaza VP Marketing Uberflip @hanaabaza


•  How to generate leads with premium

content

•  Nurturing leads through the buying

process

•  How to leverage your marketing stack

for success

•  Questions

•  How to integrate HubSpot with

Unbounce demo

Where We’re Headed Today

From Lead to Customer: Using Content Throughout the Buyer Journey

01


PUBLISH.


PUBLISH.

ALL OF THE TIME.


Too Much Focus on Quantity

Less Focus on Goals

Content Shock (!)


WHAT DOES THIS MEAN?

We need to be more strategic.

We need to focus on our goals.


WHY CONTENT?

Awareness / Engagement

Lead Generation

Growth / Revenue / Sales


Content can be used to educate, persuade, and guide people through the buyer journey.

You need to understand where people are so you can cater content to their needs.


• Gating Your Content. Gating content is a great way to generate leads and (depending on the topic) identify people who are ready to buy. • Segmenting Your Audience. Segmenting your audience based on the content they consume allows you to send them more relevant content. • Nurturing Your Leads. Creating campaigns (workflows, programs etc.) that are in line with your segmentation criteria help move people down the funnel.

At Uberflip, content is a big part of our

lead gen and nurture strategy.

Great! But how do we actually do this?


To Gate or Not To Gate?

If your goal is lead generation, gate high-value content.


Establishing a process is always the first step, whether you’re a team of 1 or 100.

Gate Content! Capture Lead!Sync w/

Marketing Automation!

Create Nurture Track!

Rinse & Repeat w/

New Content!

Establish a Process


Map out your process first, and then layer on the technology.

Your Marketing Stack Should Simplify & Enhance The Process


A marketing ecosystem that works together is key to smooth experience – for you and your visitors.

Your Marketing Stack Should Simplify & Enhance The Process

Publish Content, Pass Data to HubSpot

Gate Content, Pass Leads to HubSpot Segment & Nurture Leads

How to Generate Leads by Gating Premium Content

02


It’s all about context. Pick the right approach for your content, your audience, and your goals.

Two Approaches We Use to Gate Content

Landing Page Form Overlay


•  Create a landing page •  Simple, clear, and concise •  One Call-to-Action •  Stay Consistent (colour, copy, design) •  Optimize forms for goals •  Consider (and track) the source •  Integrate form with Marketing

Automation

Gating Premium Content

Same landing page rules apply when you’re using them to gate content.

One page, one purpose. - Oli Gardner


Same rules apply as any good landing page.

Minimal Fields!

Relevant Image!

Credibility!

Clear Value Prop!

Clear CTA!


Lots of fields (better!qualifies leads)!

Relevant Image!

Responsive experience!

Descriptive, value prop !

Clear call-to-action!


Most Relevant !Information!

Credibility!

Clear Value Prop!

Clear CTA!


•  Better control over design (no coding) •  Easier to stay on brand •  Dynamic keyword feature •  Better for PPC campaigns •  More templates to choose from •  Better control over splitting traffic •  Ability to create more than one variant •  Integrates with HubSpot

Why Unbounce Landing Pages Instead of HubSpot?

A fool with a tool is still a fool. - Gary Booch

Both?

How to Nurture Leads Through The Buyer Journey

03


Align lead nurture with the stage in the buyer journey.

Nurturing “Content” Leads


Understand and define the goal of your nurture campaign.

Nurturing Free Trails & Demo Requests


•  What’s the end goal? •  Difference between a free trial vs. a

lead from an eBook •  Where are they in the buyer journey? •  Nurturing Different Segments

- Based On Source - Based On Topic - Based on Content Type - Based on Content Consumed

•  Data becomes key

Lead Nurturing 101

Effective lead nurturing comes from a deep understanding of your audience.


Example: Nurturing Webinar Leads


Example: Nurturing a Free Trial Sign Up

When do you stop nurturing leads?

04


Lead Scoring •  Prompt to signup •  Send to your Sales Team Based On Fit & Engagement •  Are they your ideal customer? •  Are they consuming content?

Use Properties & Behavioral Data

Identifying Sales Ready Leads

Focus on nurturing the right leads at the right time.


Specific pages !Visited!

Points assigned!

Key Takeaways

05


1.  Define your goals

2.  Establish a process

3.  Gate valuable content for lead gen

4.  Integrate lead gen with marketing automation

5.  Nurture leads with relevant content

6.  Track fit and engagement

KEY TAKEAWAYS


Uberflip helps you create, manage and optimize your content experience.

ü  Aggregate content (blogs, eBooks, video and more) into a Content Hub

ü  Tailor your content experience different personas, topics and more

ü  Include link and form call-to-actions to generate more leads

!

Try it Free for 14 Days!!!

get.uberflip.com/unbounce



Thank You! Questions?

Hana Abaza VP Marketing Uberflip @hanaabaza

how to lure in and keep leads › wp-content › uploads › 2015 › ... · 2019-03-05 · • how...

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