– Problem: Prospects were not moving through the sales funnel after attending our most popular VPAT webinar.

– Hypothesis: If we pair the webinar with a segmented, educational nurture (value → deepen → consult), we’ll increase engagement and move qualified prospects to consultation.

– Strategy:
• Anchor on myth-busting (“Top 3 risks of a poorly created VPAT”) to reframe VPATs as growth enablers.
• Build a 3-step HubSpot workflow with smart logic to suppress booked leads.
• Integrate supporting blog + VPAT guide for multi-touch reinforcement.

– Execution:
• Webinar: Sourced SME insights from webinar using Contrast.io, which suggested the guided “3 risks” framing.
• Nurture: 3-email sequence; on-demand + recap → deeper learning → consult CTA.
• Content: Authored companion blog; optimized for SEO around VPAT/procurement terms.
• Collab: Partnered with SME for accuracy; coordinated with SDRs to reference the webinar in outreach.

– Results:
• Email 1: 55.09% OR / 16.1% CTR (2–3× benchmarks).
• Email 2: 37.44% OR / 5.91% CTR.
• Consult CTA: Designed; data pending due to timing.
• Positioning: Elevated credibility in enterprise sales conversations.

– Artifacts: Top 3 Risks of a Poorly Created VPAT: Why VPATs Matter More Than You Think (TPGi; https://www.tpgi.com/top-3-risks-poorly-created-vpat/)

– What I’d do next: Layer a case-study webinar clip and an interactive checklist for procurement teams; add retargeting to push consults.

– Tech Stack: HubSpot, Contrast.io

– My role: Owned content + nurture; partnered with SMEs, designer, and SDR team.