HubSpot Case Study
Lead Nurturing, Drip Marketing, Trigger
Marketing – what, why, how!?
Featuring: Conni Eversull, Directo...
Housekeeping Items
 • Today’s webinar is scheduled to last 1 hour
   including Q&A

 • All dial-in participants will be mu...
About Our Speakers
            Conni Eversull
            Director Sales & Marketing
            Professional inbound mark...
About HubSpot

Inbound Marketing software
   & advice that helps SMB
      businesses grow

      2006   Founded


    2,7...
About ProofreadNOW
  ProofreadNOW ensures that customers deliver
  clear written business communications through
   proofr...
Agenda

         What is Lead Nurturing


         Lead Nurturing at ProofreadNOW


         Impact of Nurturing & Inbound...
Did you know?


 Only in the last third of
  the buying process do
    customers want to
  engage with sales rep.
Lead Nurturing Increases Conversion

   Converting Prospects into Leads
   • Compelling offers
   • Landing pages & forms
...
Drip vs. Trigger vs. Nurture
Agenda

         What is Lead Nurturing


         Lead Nurturing at ProofreadNOW


         Impact of Nurturing & Inbound...
Inbound Increased Traffic & Leads




       More traffic means more leads to
                follow up on …
Too Many Leads to Manage Manually
Lead Nurturing to Qualify Leads
   LEAD NAME




                     LEAD
                    NAMES
                   HI...
Lead Nurturing to Scale Sales
Building Campaign Emails
Tweaking Campaigns per Audience
                       •Use metrics to tweak &
                       improve campaigns

 ...
Agenda

         What is Lead Nurturing


         Lead Nurturing at ProofreadNOW


         Impact of Nurturing & Inbound...
Lead Nurturing Results

                       “More prospects are
                      ‘closing’ themselves –
          ...
Overall Impact of Inbound & Nurturing




      Big increases in organic & email traffic
            Significant increase ...
Agenda

         What is Lead Nurturing


         Lead Nurturing at ProofreadNOW


         Impact of Nurturing & Inbound...
Challenges, Lessons Learned & Tips
About Orchestra

 1)Don’t wait – do it now!

 2)Repurpose content, it doesn’t have to b...
About Our Speakers

                Conni Eversull
                Director Sales & Marketing
                conni@proofr...
Thank you!
Check Out Our Other Webinars
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Proofread now lead nurturing webinar.final

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HubSpot customer ProofreadNOW has increased prospect engagement and inbound lead activity with integrated lead nurturing capabilities, letting this small company automate key activities to make a big impact.

These slides are from a webinar with HubSpot customer Conni Eversull, Director of Sales & Marketing at ProofreadNow which was moderated by HubSpot Director of Product Evangelism, Kirsten Knipp.

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Proofread now lead nurturing webinar.final

  1. 1. HubSpot Case Study Lead Nurturing, Drip Marketing, Trigger Marketing – what, why, how!? Featuring: Conni Eversull, Director Sales & Marketing, ProofreadNOW Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
  2. 2. Housekeeping Items • Today’s webinar is scheduled to last 1 hour including Q&A • All dial-in participants will be muted to enable the speakers to present without interruption • Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time • Get the slides & a recording of this presentation approximately 72 hours after we conclude http://www.hubspot.com/webinar-archive--Lead- Nurturing-ProofreadNOW/
  3. 3. About Our Speakers Conni Eversull Director Sales & Marketing Professional inbound marketer with extensive marketing and sales experience especially within small, start-up, and high growth organizations. Kirsten Knipp Director, Product Evangelism Professional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier. @kirstenpetra
  4. 4. About HubSpot Inbound Marketing software & advice that helps SMB businesses grow 2006 Founded 2,700+ Customers 98% Retention 140+ Employees
  5. 5. About ProofreadNOW ProofreadNOW ensures that customers deliver clear written business communications through proofreading and copyediting services offered globally via the Internet since 1999. • Clients range from small businesses to Fortune 100 companies. • Team comprised of corporate management and dozens of professional editors.
  6. 6. Agenda What is Lead Nurturing Lead Nurturing at ProofreadNOW Impact of Nurturing & Inbound Marketing Challenges, Lessons Learned & Tips
  7. 7. Did you know? Only in the last third of the buying process do customers want to engage with sales rep.
  8. 8. Lead Nurturing Increases Conversion Converting Prospects into Leads • Compelling offers • Landing pages & forms Converting Leads into Opportunities • Compelling offers • Lead Nurturing
  9. 9. Drip vs. Trigger vs. Nurture
  10. 10. Agenda What is Lead Nurturing Lead Nurturing at ProofreadNOW Impact of Nurturing & Inbound Marketing Challenges, Lessons Learned & Tips
  11. 11. Inbound Increased Traffic & Leads More traffic means more leads to follow up on …
  12. 12. Too Many Leads to Manage Manually
  13. 13. Lead Nurturing to Qualify Leads LEAD NAME LEAD NAMES HIDDEN FOR PRIVACY
  14. 14. Lead Nurturing to Scale Sales
  15. 15. Building Campaign Emails
  16. 16. Tweaking Campaigns per Audience •Use metrics to tweak & improve campaigns •Create new campaigns for different conversion events •Tailor to interests •Re-purpose existing content … “It’s new to them”
  17. 17. Agenda What is Lead Nurturing Lead Nurturing at ProofreadNOW Impact of Nurturing & Inbound Marketing Challenges, Lessons Learned & Tips
  18. 18. Lead Nurturing Results “More prospects are ‘closing’ themselves – sending a document for review or emailing a question directly … turning into a real inbound inquiry after having been nurtured.”
  19. 19. Overall Impact of Inbound & Nurturing Big increases in organic & email traffic Significant increase in leads Ability to manage growth with small team
  20. 20. Agenda What is Lead Nurturing Lead Nurturing at ProofreadNOW Impact of Nurturing & Inbound Marketing Challenges, Lessons Learned & Tips
  21. 21. Challenges, Lessons Learned & Tips About Orchestra 1)Don’t wait – do it now! 2)Repurpose content, it doesn’t have to be new. 3)Review campaigns periodically; make changes based on metrics. 4)Don't be afraid – don’t wait until everything is perfect to launch! Because you can change it!
  22. 22. About Our Speakers Conni Eversull Director Sales & Marketing conni@proofreadnow.com 1-303-997-9838 Kirsten Knipp Director, Product Evangelism @kirstenpetra kknipp@hubspot.com 1-888-HUB-SPOT x5615
  23. 23. Thank you! Check Out Our Other Webinars
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