(Funnel breakdown collage courtesy of Mike Alder. Follow him here.)
With the temperatures outside sizzling (well, the weather was actually quite nice, but still…), the Salt Lake City HubSpot User Group and SLCSEM gathered Tuesday, August 11 for a couple hours of learning.
Leah Hoyland, Senior Customer Success Manager at HubSpot
Darren Faber, Marketing Executive from FoxTail
The topics at hand: personas and lead nurturing, two of the most important elements of inbound marketing (and the HubSpot software).
The Big Takeaways:
Personas are one of the foundational pieces of your efforts. They’re fictional representations of your buyers. It’s a tight generalization of their demographics, preferences and positions.
They take some time and effort to develop, but they’ll inform every aspect of your content and how you present it.
They work: personalization increases conversions by 10%, click throughs by 14%, and it drives 18% more revenue than widely broadcast emails (see slide 37 below)
Business that use automation for lead nurturing experience a 451% increase in qualified leads. That being said, 65% of B2B marketers aren’t nurturing leads
Each section of your funnel requires different content. The top (mostly strangers to the brand) need blog posts, infographics. The further down you get, the deeper the content goes, with the middle requiring eBooks and white papers and the most interested leads needing trials and audits.
Use your marketing automation to your advantage. Separate your leads in lists (persona is a good way to divide them - PRESENTER SYNERGY!). Then, as your humble author once said, “Workflow that Mofo!”
Personas are helpful in guiding content strategy, but important to ID and focus on your main persona. #SLCHUG— Josh Summerhays (@JoshSummerhays) August 11, 2015
My personal take is:
“Marketing automation” sounds like such an easy concept. Like “set it and forget it” Ron Popeil Rotisserie chicken cooker easy. But as these presentations remind us, there’s a lot of work that goes into making the automation effective.
From the beginning (lead gen) to that “closing” email with a free demo offer, our best work happens when we speak to the individual. It’s easy to do a batch & blast campaign to an entire database; getting personal takes effort.
But that effort is worth it. The more defined personas you have, the more informed your lead gen efforts will be, and as Darren said, the more successful your nurturing efforts will be.
Luckily, there are some great resources out there to help guide you through the process. HubSpot in particular has a couple worksheets/templates that are pretty slick. From my Twitter (this is my way of asking you to follow me):
For another great recap, check out this summary by Savannah Turk on the Content Hook blog.
Also Good for You to Know:
SLCSEM is having a day long marketing conference September 2 at Noah’s in South Jordan. They’ve got some great speakers lined up, and they always put on top notch events. Sign up here.
INBOUND 2015 is just a few weeks away. We’re hoping to have a strong SLCHUG presence there, so if you haven’t signed up, do so here.
If you are signed up, let us know by filling out the form on the bottom of our home page. The more SLCHUG attendees we can identify, the more special perks we get while in Boston.
Keep an eye on this blog next week, as we’re going to be distributing a survey about SLCHUG and the events so far. If you have opinions about topics, meeting times and locations, speakers, etc, this is your chance to be heard. I mean, you could let me or Doc know anytime and we’ll gladly listen, but you know, surveys are fun and anonymous. Just subscribe to our updates and you’ll see it.
Our next meeting will be in November, so look our for that as well. It’s probably best that you keep the month open. The whole month. Don’t plan anything for Thanksgiving. We might meet on Thanksgiving.
In all seriousness, just subscribe and look for updates.