how instapage drove $30k in revenue in less than 2 months by nurturing stale leads
TRANSCRIPT
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
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@autopilotus
instapage.com instapage.com/blog
@instapage