Personalized, Omnichannel Lead Nurturing

Learn how to engage your best-fit leads with personalized content across multiple channels.

On overview of data-driven lead nurturing

This lead nurturing playbook involves unifying and enriching all your leads, profiling their behavior, and using that to identify best-fit people (and companies) who are not yet engaged enough for sales.

We’ve observed teams on Hull increase marketing-sourced qualified leads by 20X, increase lead-to-opportunity 400, and triple lead-to-SQL conversions — all whilst creating a more personal, less generic experience for leads in their funnel.

Read our blog post to get a complete overview of the personalized, omnichannel lead nurturing strategy:

  • Why data-driven teams focus on the mid-funnel
  • The five tactics we’ve seen that power this playbook
  • The three criteria for seeing success with this strategy
  • How omnichannel account-based nurturing can work across all your tools

Learn on Hull Blog about Personalized Omnichannel Lead Nurturing.

Take me to the blog

Plug-in all sources of new email addresses

Use Hull Integrations, Incoming Webhooks & Processor to plug-in all your sources of new email addresses including:

  • Marketing automation tools
  • Form tools (like Typeform)
  • Landing page tools (like Unbounce)
  • Form handler scripts (including Hull.js)
  • Your backend databases
  • Live chat tools for conversations
  • Event tools (like Eventbrite)
  • Payment tools (like Stripe)
  • Meeting scheduling tools (like Calendly)

Define the “lead” lifecycle stage

Group together all contacts with a common lifecycle stage Lead which you have defined according to your team’s logic. This may be defined by one tool (such as a marketing automation tool), but this needs to capture data that affects lifecycle stages across other tools too.

For instance a segment Lifecycle Stage: Lead:

  • Email: Has any value (has subscribed)
  • Unsubscribed: False
  • Account Subscription: Unknown (not a customer)
  • Account created: Unknown (not a trial user either)

This could also be set as an Account-level Trait in Processor.

Enrich all your leads

Connect your sources of data enrichment (such as the Clearbit or Datanyze Integrations, or Processor to call external APIs) to Hull. In the connector settings (or Processor), whitelist the segment Lifecycle Stage: Lead to send to the enrichment tools

This will return the full response to the Hull Profile.

Progressively profile your leads engagement

Capture all your leads activity and engagement with your brand:

  • Website analytics (how leads browse your website[s]) including Hull.js for cross-domain tracking
  • Product analytics (how leads use your software)
  • SQL database
  • Live chat conversations
  • Email tools & analytics (Email opened Email clicked etc.)
  • Offsite clicks (e.g. social, ads, 3rd party website) with URL Shortener

This, together with all the existing set of lead sources will create and update Hull Profiles for leads.

Segment leads by fit and intent

Using your data-driven definition of your ideal customer profile, create a segment of your best fit leads with the highest level of engagement.

This serves two purposes - to qualify leads for sales reps to reach out, and to define the group of people that marketing needs to create nurture content for.

Research matching content for high-fit, low-intent leads

Analyze your segment of best-fit, low-intent leads to understand what the common elements (and potential themes) are amongst them:

  • Technology stack
  • Company size
  • Industry
  • Location
  • Language

The objective is to find meaningful dimensions of data to segment this further and deliver the “perfect” content to a subset of leads.

If you’re not sure what this looks like, follow this guide to unearthing customer’s pains and motivations.

Create a nurture series for hyper-targeted segments

With a subset of your leads and niche content (such as a webinar, event, or other specific offer) to nurture just those leads around a specific subject, you can create a nurture series for those specific leads.

Define the stages within the nurture series, including the point at which they convert into a qualified lead. For instance, with a webinar:

  1. Leads to invite to a webinar (drip email workflow)
  2. Leads who signup for the webinar
  3. Leads who attended the webinar (mark as Marketing Qualified Leads)

Close the loop in tracking. Every lead interaction must track back into Hull to ensure the lead progresses through the nurture series.

Nurture your leads omnichannel

Sync your centralized segments in Hull to your end tools to manage omnichannel

Close the loop for tracking. Make sure your centralized segments can be updated by any interaction that causes progression down the nurture series.

For example, if you’re nurturing leads omnichannel to register for a webinar, a Webinar registration submitted should update the segment being used to nurture leads to register.

Copy the playbooks from these data-driven teams

Break and sync all your customer data silos with Hull

Busy teams from Segment, Drift, Mention, and more discovered how Hull worked for them with a personalized demo. Schedule yours today or view pricing.

Request a demo