Lead Nurturing

Maximize engagement with your best-fit leads by engaging them with targeted content & campaigns across multiple channels

Use Hull to maximize lead nurturing

How do you increase the number of qualified leads without generating more leads?

How do you make sure you’re maximizing engagement with your best-fit leads?

How do you get value from your pile up of existing leads?

The Playbook: Profile your leads & engage them across multiple channels with targeted campaigns and content.

Build it with Hull: Hull is a real-time customer data platform. Unify all your data about your leads with Profiles, use this to analyze & segment your leads, then sync to all your marketing tools to engage them with targeted content & campaigns across multiple channels.

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First, capture all your sources of lead data

You can track & generate leads from many different sources. Connect to them all & aggregate into your lead management software.

Hull can connect to all your tools, tracking & databases with a variety of integration methods, and create a unified lead & account profile.

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Next, apply identity resolution

To associate data with a person (or company), you need an identifier such as Email or Domain.

In B2B, you also need to associate people and companies, including anonymous website visitors.

Hull has automated & secure identity resolution for people (Users) and companies (Accounts). Learn more in our documentation.

Hull uses identity resolution to combine data into unified customer & unified account profiles.

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Enrich & score your leads to identity fit

Sync your leads to a data enrichment or lead scoring tools, and append the results to their unified lead & account profiles.

With this data, you can filter out unqualified leads and sync additional contextual data to your sales tools.

Hull can integrate with your data enrichment & lead scoring tools to identify fit. Create a segment of leads to whitelist for for syncing to your enrichment & scoring tools. You can even write your own custom lead scoring model with Hull Processor.

The returned data is added to your User & Account profiles to build segments & map to other tools.

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Create content & campaigns for your leads actions & interests

From your unified lead profiles, you can analyze & understand your leads interests. Use this to inform what mid-funnel content & campaigns your team should create.

Don’t burn out all your leads by sending all your lead nurturing content to everyone. Instead, focus on maximizing engagement (and minimizing unsubscribes) by sending only targeted content to each of your segments of leads.

Hull Profiles gives you a complete view of all your leads actions. Use Segments and Processor to summarize data, query your leads database, and group similar leads.

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Create specific segments for lead nurturing & sales outreach

For every action your leads take that you want to nurture with marketing or prompt sales outreach, you need a segment. Your segment will control which leads receive the messaging, and when they should no longer receive that message.

You can build segments in Hull based on any event or attribute. Hull Segments update in real-time, and update your end tools, so you won’t have the wrong message being triggered to the wrong lead ever.

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Sync segmented leads to your marketing tools

Enrol your leads in targeted campaigns across different channels by syncing them to your marketing tools. Track your leads actions (and reactions) to the campaign & update your segmentation.

Hull can orchestrate your lead nurturing across multiple channels. Use Segments in Hull to filter which leads are synced to tools & trigger marketing automation flows via Hull's integrations. Track your leads actions back into Hull to update your segments & rules in real-time

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Getting started with data-driven lead nurturing

Customer data integration can be complex with many moving parts — tools, teams & data. Follow our Guide to Getting Started with Customer Data Integration.

Best practice: Don’t implement everything at once. Implement your data flows “brick-by-brick”.

Start your lead nurturing project successfully:

  1. Pick one data enrichment source to profile your leads (e.g. Clearbit)
  2. Pick one segment, campaign & set of content to create
  3. Pick one channel to run your campaign (e.g. email)

With Hull, it’s easy to add data enrichment sources, segments, rules, tools & more later on. Start by implementing a complete lead nurturing data flow end-to-end.

Ready to get started with your lead nurturing project? Talk to an expert at Hull and book a demo.

Gautier Husson

I can’t remember what my job was like before Hull. When things work in Hull, I can go back home.
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