How Instapage Drove $30K in Revenue in Less Than 2 Months by Nurturing Stale Leads

How Instapage Drove $30K in Revenue In Less Than 2 Months By

Nurturing Stale Leads

Liftoff @ 11AM PST

Ask us anything

#LeadNurturing @AutopilotUS

@Instapage

#LeadNurturing

Meet the speakers

#LeadNurturing

Guy Marion CMO & Growth

Autopilot

Stefano Mazzalai Sr. Marketing Operations Manager

Instapage

Brandon Weaver Content Marketing Manager

Instapage

About Instapage

#LeadNurturing

• Quickly build, A/B test and integrate landing pages

• Mission: continually lower the cost of acquisition

• Profitable, bootstrapped company w/a global presence

• Over 250k users creating 2k+ landing pages every day

Business model

#LeadNurturing

SaaS subscription model with 3-pricing tiers

Upsell and retention driven by access to premium features and services

Self-service try to buy with free 30 day trial, no credit card required

From basic emailing to lifecycle nurturing

#LeadNurturing

Newsletters One-off campaigns

Before Autopilot Autopilot

Notifications

Lead nurturing

Personalized trials

Customer onboarding

• Personalized acquisition & nurturing journeys

• 250,000 users

• Integrate with Segment, Instapage, Zapier

• A/B testing

Instapage Needs

Customer satisfaction

Marketing engagement stack

#LeadNurturing

Customer Journey Marketing AnalyticsIn-app events

Landing pages

Approach: Instapage’s lead lifecycle

#LeadNurturing

Top of Funnel (ToFu) Lead

Lead Nurturing Goal: Nurture to Trialist

Trialist

CustomerTrial Journey

Goal: Activate to buy

Onboarding Goal: Onboard to success

Subscribe to blog Register for webinar Download content

Free trial sign up

Purchase

Don’t neglect your most valuable leads

Deep dive: Instapage’s nurture journey

#LeadNurturing

Results6

1 Lead magnets

3 Qualification

4 Journey design

Nurture content5

2 Lead follow up

11

1

#LeadNurturing

Lead magnets Attract new leads with

irresistible landing pages

Message match your headline

Add a relevant image

Short paragraphs, bulleted copy

Include white space

Optimize button or forms with personal CTAs

12

2

#LeadNurturing

Lead follow up Accelerate motivated leads

with a follow up journey Download

Already paying

Not paying

Email sent

Email sent

Webinar invite

Upsell

Nurture

13#LeadNurturing

3

TOF Start: send to Nurture

List triggers: Contacts who complete lead

magnet journeys without signing up for a trial or buying

PRO TIP: Easily manage criteria for entry into nurturing in one place with the Qualification journey

Qualification How contacts are

triggered into nurture

14

Journey design How Instapage structures

their lead nurturing journey

#LeadNurturing

4

Top of funnel

Middle of funnel

Bottom of funnel

Accelerator

Action flow

12@ 5 day intervals = 60 day nurture track

• 3-tier structure

• Timing

• Accelerator flows

• Conditions and ejection

• End of nurture journey

15

Nurture content Use the right content to drive

engagement & conversion

#LeadNurturing

5

Top

Middle

Bottom

Conversion

New

Education Thought leadership

Case studies Blog posts

Webinar invite Sign up

Channels

• Email • In-app messaging

Selection process Topics

• Historical performance • Relevant new content

• Customer personas • Existing blog categories

PRO TIP: Start by repurposing top performing content into new assets, e.g. turn a blog post into an ebook.

16

Results Instapage drove $30K in

revenue in 8 weeks

#LeadNurturing

6 Topics

Trial Nurture

Trials LeadsRe-activated

(87 trials)

Lead Nurturing

(55,000 contacts)

Purchase (26 new customers)

6X increase in trial conversion of free trial to paid customer, compared to baseline % rate

Generated $30K of new ARR in < 2 months, 2.5X initial target of $12K

#LeadNurturing

Takeaways

• Improve the customer experience (and conversion rates) using specific nurture journeys

• Grow your contact database quickly by optimizing landing pages with message matching, short bulleted copy, and a single, clear call to action

• Invite new subscribers to attend a webinar or learn about other plan offerings in a Lead Follow Up Journey

• Create a Qualification Journey to centralize and scale your triggers and suppression lists

• Build credibility and drive conversion using a multi-tiered nurturing journey. Offer best practices early, then accelerated Calls to Action as users engage to buy

• Further personalize nurturing by: pre-qualifying leads upfront, capturing interests, and feeding specific content

#LeadNurturing

Guy Marion CMO & Growth

Autopilot

Stefano Mazzalai Sr. Marketing Operations Manager

Instapage

Brandon Weaver Content Marketing Manager

Instapage

Q&A

Get in touch

autopilothq.com blog.autopilothq.com

@autopilotus

guy@autopilothq.com

instapage.com instapage.com/blog

@instapage

brandon@instapage.com stefano@instapage.com