This document summarizes a webinar about lead nurturing presented by HubSpot and ProofreadNOW. It discusses what lead nurturing is, how ProofreadNOW implemented a lead nurturing program using HubSpot, and the impact it had on traffic, leads, and ability to manage growth. It also covers some challenges faced and lessons learned, such as not waiting to launch campaigns and periodically reviewing campaign metrics to make improvements. The webinar agenda included discussing what lead nurturing is, how ProofreadNOW implemented it, the impact of inbound marketing and nurturing, and challenges and tips.

1. 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

2. 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/

3. About Our Speakers
Conni Eversull
Director Sales & Marketing
Professional inbound marketer with extensive
marketing and sales experience especially within
small, start-up, and high growth organizations.
Kirsten Knipp
Director, Product Evangelism
Professional tech & social media marketer with
experience in telco, semiconductors, enterprise & SMB
software. Recovering hotelier.
@kirstenpetra

4. About HubSpot
Inbound Marketing software
& advice that helps SMB
businesses grow
2006 Founded
2,700+ Customers
98% Retention
140+ Employees

5. About ProofreadNOW
ProofreadNOW ensures that customers deliver
clear written business communications through
proofreading and copyediting services offered
globally via the Internet since 1999.
• Clients range from small businesses to
Fortune 100 companies.
• Team comprised of corporate
management and dozens of professional
editors.

6. Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips

7. Did you know?
Only in the last third of
the buying process do
customers want to
engage with sales rep.

8. Lead Nurturing Increases Conversion
Converting Prospects into Leads
• Compelling offers
• Landing pages & forms
Converting Leads into Opportunities
• Compelling offers
• Lead Nurturing

9. Drip vs. Trigger vs. Nurture

10. Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips

11. Inbound Increased Traffic & Leads
More traffic means more leads to
follow up on …

12. Too Many Leads to Manage Manually

13. Lead Nurturing to Qualify Leads
LEAD NAME
LEAD
NAMES
HIDDEN
FOR
PRIVACY

14. Lead Nurturing to Scale Sales

15. Building Campaign Emails

16. 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”

17. Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips

18. 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.”

19. Overall Impact of Inbound & Nurturing
Big increases in organic & email traffic
Significant increase in leads
Ability to manage growth with small team

20. Agenda
What is Lead Nurturing
Lead Nurturing at ProofreadNOW
Impact of Nurturing & Inbound Marketing
Challenges, Lessons Learned & Tips

21. 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!

22. About Our Speakers
Conni Eversull
Director Sales & Marketing
conni@proofreadnow.com
1-303-997-9838
Kirsten Knipp
Director, Product Evangelism
@kirstenpetra
kknipp@hubspot.com
1-888-HUB-SPOT x5615

23. Thank you!
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