Lead Nurturing Campaign Fast Track

Nurturing Campaign FastTrackJuly 14, 2009

Left Brain introduction§  Left Brain Marketing is a Silicon Valley-based marketing consulting rm that specializes in designing and implementing customized marketing automation solutions and campaigns for B2B companies.§  The LBM team has over 100 years of combined experience.§  Weve run entire marketing departments, been responsible for million dollar budgets, worked with start-ups and F100 companies.§  Whether youre just beginning or looking to raise the caliber of your marketing, well drastically reduce your learning curve and show you how to make the most of your marketing automation system. 2

Agenda§  Setting realistic goals§  Cleaning your database§  Selecting your content§  Step by step nurture program§  Live example§  Needed elements and examples§  Live lead nurturing ow 3

Setting realistic goals§  Who will you nurture§  Prepare for your campaign§  Select your audience§  Segment by attributes or actions§  Message crafted for selected group 4

Cleaning the database§  Take a close look at your database§  Remove not marketable leads§  Increase your open and click rate§  Some contacts are leads 5

Setting a goal§  What should your goal be§  Communicate with Sales§  Have their hand in the cookie jar§  Decide who is considered to be “interested” or “quali ed”§  Set realistic expectations§  Industry statistics may vary§  Calculate through number of records on list, average open and click rate, and number of steps 6

Selecting content§  Content must be educational§  Must address what bene ts oﬀer to the recipient and industry§  Must emphasize business needs and how would it solve particular issues§  No steak knifes giveaway 7

Step by step program 8

Live example – step by step 9

Needed elements§  Forms§  Landing Pages§  Images§  Emails§  Lists§  Flow 10

Live examples 11

Eﬀective lead nurturing ow 12

Summary§  Prepare your campaign (audience, attributes, actions, message)§  Clean your database§  Set realistic goals and communicate with your sales department§  Content should be educational§  Create multi step nurture campaigns§  Create your campaign pieces (forms, landing pages, emails, lists, ow) 13

Lead Nurturing Campaign Fast Track

by Left Brain DGA

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