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Lead Nurturing Tips from HubSpot’s Best Practices

If you’re like most marketers, you’re always looking for ways to improve the value of your lead generation efforts. While there are a variety of ways to do this, one of the most effective approaches is to nurture leads until they’re ready to buy. And the more refined your approach to nurturing the prospects already in your pipeline, the better your results.

But if you’re new to the concept, building an effective lead nurturing program can be difficult. In a recent Software Advice article, Jeffrey Russo--Product Marketing Manager at HubSpot--shared four best practices that HubSpot uses to nurture their leads internally. Here’s a look at some of their tips.

1.  Start Nurturing as Soon as Prospects Express Interest

Lead nurturing doesn’t have to wait until a prospect has expressed purchase intent. You can start nurturing individuals as soon as they express interest in any part of your business, be it a product offer or just your blog content. HubSpot starts the lead nurturing process as soon as someone subscribes to their blog.

They consider a subscriber to be anyone who signs up for a regular email digest of their blog. After someone subscribes, HubSpot send a steady stream of content providing useful information (such as tips for expanding their blogs reach) with a brief introduction to their product and an offer to learn more about their software.

Once someone has request more information on their product, this campaign stops and they’re opted into a more targeted, product-focused list campaign. By engaging early on and providing useful content, HubSpot is able to convert subscribers into leads and then nurture them along their sales cycle.

2. Create Content for Your Audience Will Love

Given how the Web has empowered buyers, marketers have to shift away from self-centered content and provider information that’s useful to their buyers. One successful campaign for HubSpot is The Marketer’s Guide to Salesforce, which they came up with after learning that many of their potential customers are Salesforce users.

The e-Book breaks down Salesforce terminology, explains data objects (e.g., account, campaign, event), how a typical Salesforce environment works, etc. It also covers the methodology and best practices behind topics like lead scoring, sales and marketing alignment and ROI tracking. This type of content saves their potential customers a ton of time and is generally useful. It’s been able to 8,000 time and has closed many new customers.

3. Segment Your Audience to Improve Results

HubSpot segments their audience based on marketing persona and life cycle stage. There are three main personas that HubSpot uses to create useful content to nurture leads.

HubSpot then combines these personas with the prospects lifecycle state--where they are in the buying cycle. Here’s an example of how they nurture leads for the Marketing Mary persona after they know this type of prospect is considering a purchase.

4. Don’t Rely Purely on Email Lead Nurturing

Although marketers are getting better at personalizing email communication, it’s important to personalize your marketing messages outside of email as well. You don’t want show every website visitor the same static and generic message that may or may not apply to them.

One way to personalize marketing messages on your website is to use dynamic calls to action (CTAs). HubSpot, for instance, uses these to keep from prompting leads to sign up for a newsletter they’re already subscribed to, or invite a current user to learn more about their software. HubSpot does this by setting up visitor rules that will create a CTA based on where a prospect in their buying decision. Below is an example.

Lead Nurturing Tips from HubSpot’s Best Practice

If you’re just getting started with lead nurturing, it can be easy to get overwhelmed. The key to preventing that feeling is to start with the end in mind and go after your biggest groups of leads first, scaling incrementally. That way, you can learn as you go and don’t feel like you’re taking on a massive project from the onset.

Do you have any tips for improving your lead nurturing campaigns? Leave a comment below.