Email Marketing with HubSpot

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  1. 1. Virtual Workshop: How to Generate LeadsFrom Email Marketing Using the HubSpotSoftwareMeghan Keaney AndersonProduct Marketing ManagerHubSpotSarah GoligerEmail Marketing ManagerHubSpot#HubSpotEmail
  2. 2. Meghan Anderson @meghkeaneyProductMarketingManager atHubSpot#HubSpotEmail
  3. 3. Sarah Goliger @sarahbethgoEmail MarketingManager atHubSpot#HubSpotEmail
  4. 4. Housekeeping Notes:1 Webinar slides + video will be emailed toall2 Interact with us on Twitter: #HubSpotEmail
  5. 5. Email MeetsInbound Marketing.
  6. 6. Most people think emailis about three things.
  7. 7. But that kind of thinkingputs email in a silo.
  8. 8. 25%The average annual decay of acorporate email list. Source: Marketing Sherpa
  9. 9. Only 31%of B2B Marketers can segment emailsbased on where leads are in the salescycle. Source: Marketing Sherpa
  10. 10. 37%of B2B marketers say lack of data is amajor obstacle to targeting emails.Source: B2B Magazine
  11. 11. Leaving you with an eroded listand a lack of useful data.
  12. 12. An alternateway to lookat email
  13. 13. Build and Grow Your ListEmail as aCreate Targeted Segmentsfull-funnelstrategyCreate, Personalize, Send4Nurture Your Leads Converting those email leadsMeasure ImpactAgenda
  14. 14. 1 Build & GrowYour List
  15. 15. Fill the Top of the Funnel@MeghKeaney
  16. 16. 1Grow your list
  17. 17. Grow your list
  18. 18. 1Grow your list
  19. 19. 2 Create TargetedSegments
  20. 20. Segmented emails get50% more clicks thanemail blasts. Source: Marketing Sherpa
  21. 21. 27
  22. 22. 3 Create, Personalize,& Send
  23. 23. Personalized emails improveclick-through rates by 14%.Source: The Aberdeen Group
  24. 24. 4 Nurture Your Leads
  25. 25. Top of the funnel Middle of the Funnel Bottom of the Funnel The decision process
  26. 26. Nurtured leads have a23% shorter sales cycle. Source: Market2Lead
  27. 27. 7 Tips to Increase Your5 Ways to Increase1. Lead Generation ebookYour Return onInvestment Live Webinar on Free ROI Assessment2. Improving ConversionRates Report3. Demo of Contacts/EMDemo Of Analytics
  28. 28. 5 Measure Emails Impact
  29. 29. 83% of email marketers arenot analyzing or reportingtheir email metrics.Source: Marketing Sherpa
  30. 30. Measure your email performance.
  31. 31. Measure your email performance.
  32. 32. Focus on the metrics that matter to you.
  33. 33. Get a full-funnel picture.
  34. 34. Testing brings consistent, immediate results.
  35. 35. A/B testing with HubSpots email tool45
  36. 36. Dont obsess over subject lines.
  37. 37. Test everything, test often.
  38. 38. HOMEWORK.(WE PROMISE ITS MORE FUN THAN CALCULUS.)
  39. 39. 1. START A TRIAL.2. GO TO THE EMAIL TOOL.3. BUILD AN EMAIL AND ADD PERSONALIZATION TAGS.4. TRY DIFFERENT TEMPLATES AND STYLES.5. SEND A TEST EMAIL TO SEE HOW IT LOOKS.49
  40. 40. Discuss With a HubSpot ExpertContacts DatabaseTargeted Lists Nurturing WorkflowsEmails#HubSpotEmail
  41. 41. THANKYOULets Talk:http://bit.ly/cshubspotemail#HubSpotEmail