Nate Johnson, Marketing Manager at Plastic Printers, knew they had an opportunity to increase revenue by converting more of their web traffic to leads through inbound marketing. However, they lacked the strategy and tools to realize this opportunity.
“All of our previous leads were generated from organic SEO efforts and captured from one bottom of the funnel call-to-action we had on our site (Get a Price Quote) and one middle of the funnel offer (Request Samples).” Plastic Printers was in need of a more comprehensive strategy to convert more of their visitors into subscribers who could then be converted to sales ready leads, and eventually customers!
Further, they couldn’t collect much information or segment their contacts because they were using disconnected tools. They could send one off email blasts using Mail Chimp and e-Campaign, but they could not tailor their messages. “There was not any nurturing from samples to quote, we just sent out a monthly static email to our entire list,” says Nate.
Nate’s vision was to see how prospects were interacting with the website, build profiles around them, and send targeted communications to nurture them into sales qualified leads.
Plastic Printers Introduces An Inbound Marketing Strategy With HubSpot ToolsAfter training with HubSpot, Plastic Printers created an inbound marketing strategy that would bring more visitors to their website by leveraging an already sizable social media presence and turn more visitors into leads through top of the funnel offers. These leads would then be nurtured until they were ready for sales and finally closed as customers.
They used HubSpot’s Social Inbox and HubSpot Landing Pages attached to their offers to bring Twitter followers and website visitors into their contacts database. Now, with an all-in-one tool, they could successfully segment leads and build a pipeline to transport them to sales qualified leads using HubSpot Workflows to trigger emails to the right leads at just the right time.
One example is a workflow targeted specifically at non purchasing prospects who have a twitter account with a new offer via email. The email provided the prospect with a discount for their first order if they published a pre-written tweet “@Plasticprinters Send me my free #350OffCoupon” on their own account. To make things easier the tweet could be composed by simply clicking a button in the email!
