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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
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/
About Our Speakers
Kirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.
@kirstenpetra
Conni EversullDirector Sales & MarketingProfessional inbound marketer with extensive marketing and sales experience especially within small, start-up, and high growth organizations.
About HubSpot
Founded
Customers
Retention
Employees
2006
2,700+
98%
140+
Inbound Marketing software
& advice that helps SMB
businesses grow
About ProofreadNOW
• Clients range from small businesses to
Fortune 100 companies.
• Team comprised of corporate
management and dozens of professional
editors.
ProofreadNOW ensures that customers deliver
clear written business communications through
proofreading and copyediting services offered
globally via the Internet since 1999.
Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips
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
Converting Leads into Opportunities
• Compelling offers
• Lead Nurturing
Drip vs. Trigger vs. Nurture
Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips
Inbound Increased Traffic & Leads
More traffic means more leads to
follow up on …
Too Many Leads to Manage Manually
Lead Nurturing to Qualify LeadsLEAD NAME
LEAD
NAMES
HIDDEN
FOR
PRIVACY
Lead Nurturing to Scale Sales
Building Campaign Emails
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”
Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips
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.”
Overall Impact of Inbound & Nurturing
Big increases in organic & email traffic
Significant increase in leads
Ability to manage growth with small team
Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
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!
Challenges, Lessons Learned & Tips
About Our Speakers
Kirsten KnippDirector, Product Evangelism@[email protected] x5615
Conni EversullDirector Sales & [email protected]
Thank you!
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