how instapage drove $30k in revenue in less than 2 months by nurturing stale leads
TRANSCRIPT
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How Instapage Drove $30K in Revenue In Less Than 2 Months By
Nurturing Stale Leads
Liftoff @ 11AM PST
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Ask us anything
#LeadNurturing @AutopilotUS
@Instapage
#LeadNurturing
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Meet the speakers
#LeadNurturing
Guy Marion CMO & Growth
Autopilot
Stefano Mazzalai Sr. Marketing Operations Manager
Instapage
Brandon Weaver Content Marketing Manager
Instapage
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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
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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
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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
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Marketing engagement stack
#LeadNurturing
Customer Journey Marketing AnalyticsIn-app events
Landing pages
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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
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Don’t neglect your most valuable leads
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Deep dive: Instapage’s nurture journey
#LeadNurturing
Results6
1 Lead magnets
3 Qualification
4 Journey design
Nurture content5
2 Lead follow up
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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
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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
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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
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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
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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.
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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
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#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
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#LeadNurturing
Guy Marion CMO & Growth
Autopilot
Stefano Mazzalai Sr. Marketing Operations Manager
Instapage
Brandon Weaver Content Marketing Manager
Instapage
Q&A
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Get in touch
autopilothq.com blog.autopilothq.com
@autopilotus
instapage.com instapage.com/blog
@instapage