Instapage drove $30K in revenue in less than 2 months through lead nurturing. They implemented a multi-tiered lead nurturing journey with top, middle and bottom of funnel content. This included lead magnets, follow up journeys, qualification criteria, and a 60 day nurture track. The results were a 6x increase in trial conversions and $30K in new annual recurring revenue generated within 2 months, exceeding their initial target.

1. How Instapage Drove $30K in
Revenue In Less Than 2 Months By
Nurturing Stale Leads
Liftoff @ 11AM PST

2. Ask us anything
#LeadNurturing
@AutopilotUS
@Instapage
#LeadNurturing

3. Meet the speakers
#LeadNurturing
Guy Marion
CMO & Growth
Autopilot
Stefano Mazzalai
Sr. Marketing Operations Manager
Instapage
Brandon Weaver
Content Marketing Manager
Instapage

4. 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

5. 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

6. 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

7. Marketing engagement stack
#LeadNurturing
Customer Journey Marketing AnalyticsIn-app events
Landing pages

8. Approach: Instapage’s lead lifecycle
#LeadNurturing
Top of Funnel (ToFu) Lead
Lead Nurturing
Goal: Nurture to Trialist
Trialist
Customer
Trial Journey
Goal: Activate to buy
Onboarding
Goal: Onboard to success
Subscribe to blog Register for webinar Download content
Free trial sign up
Purchase

9. Don’t neglect your
most valuable leads

10. Deep dive: Instapage’s nurture journey
#LeadNurturing
Results6
1 Lead magnets
3 Qualification
4 Journey design
Nurture content5
2 Lead follow up

11. 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. 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. 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. 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. 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. 16
Results
Instapage drove $30K in
revenue in 8 weeks
#LeadNurturing
6 Topics
Trial Nurture
Trials Leads
Re-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

17. #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

18. #LeadNurturing
Guy Marion
CMO & Growth
Autopilot
Stefano Mazzalai
Sr. Marketing Operations Manager
Instapage
Brandon Weaver
Content Marketing Manager
Instapage
Q&A

19. Get in touch
autopilothq.com
blog.autopilothq.com
@autopilotus
guy@autopilothq.com
instapage.com
instapage.com/blog
@instapage
brandon@instapage.com
stefano@instapage.com