Proofread now lead nurturing webinar.final

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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