A single landing page is fine if all you want to do is collect leads, but if you want them to actually turn into customers (and revenue), you need a lead nurturing campaign. That’s why this workshop is dedicated to teaching you how to create a multi-touch lead nurturing campaign, from creating your strategic foundation to writing the content for your premium assets. Attendees will work together to map out their very own lead nurturing campaign.

1. Life Beyond Lead Generation
How to Create a Lead Nurturing Campaign that Actually Turns
Leads into Customers
Tammy Duggan-Herd, Ph.D. | Campaign Creators

2. “Companies that excel at lead
nurturing generate
50% more sales ready leads at 33%
lower costs.”
Forrester Research

3. “65% of B2B marketers
have not established lead nurturing.”
MarketingSherpa

4. Let’s Break it Down
Part 1: Mapping your content to match your buyer’s
journey
Part 2: Building an automated campaign in your MAS

6. Top of the funnel
Middle of the funnel
Bottom of the funnel

7. Automated Lead Nurturing Campaign
CAMPAIGN
TY PAGE TY PAGETY PAGE

8. Campaign Checklist
1. Create offers for each stage
� ToFu Offer
� MoFu Offer
� BoFu Offer
� Upload assets to CMS
2. Create a Campaign in MAS
3. Build landing page for each
offer
� ToFu landing page
� MoFu landing page
� BoFu landing page
4. Build thank you page for
each offer
� ToFu thank you
� MoFu thank you
� BoFu thank you
5. Write and create nurture
emails
� MoFu nurture emails
� BoFu nurture emails
6. Create workflows
� MoFu workflow
� BoFu workflow

9. People are becoming aware of a problem
they have or a goal they want met.
People are considering possible solutions
for their problem or ways to meet their goal.
People are making a decision to purchase a
solution.

10. Stop right there, you have personas
right?

11. Where do we start?
Product/Service
Pain point

12. The Awareness Stage

13. The Awareness Stage: Understanding
Your Buyer
1. How do buyers describe this goal or pain
point?
2. What are the top causes for this pain point or
reasons this goal is not being met?
3. What does your buyer have to gain if this
pain point is addressed or goal is met?
4. What are the consequences of inaction by
the buyer?

14. The Awareness Stage: Understanding
Your Buyer
5. Are there common misconceptions buyers
have about addressing the goal or
challenge?
6. How do buyers decide whether the goal or
challenge should be prioritized?
7. How do buyers educate themselves on this
goal or challenge?

15. The Awareness Stage: Information
Gathering
• Speak to sales rep
• Website search function history
• Keyword research
• Answer the public, KWFinder Questions
• Online forums/groups
• Quora
• Reddit
• Survey/Poll (via email or social)

16. The Awareness Stage: ToFu Asset

17. Example: ToFu for Marketing Mary
Pain point: Digital marketing capabilities gap
Cause: Lacking resources (time or team), tech skills or
strategy
Prioritization: Digital spend continues to increase
If addressed: Weight lifted off shoulders
If not addressed: Guilty, burdened by to-dos, lacking
direction - they will fall behind!

18. Example ToFu: Marketing Gaps Quiz

19. Now it’s your turn

20. Introducing...
Persona: Small Biz Billy
Role: Small Business Owner
Goals:
• Being the premier provider of product or service
within industry
• Training his staff to be experts in their trade
• Differentiating from larger competitors
• Improving processes including updating technology
and using new products

21. Persona: Small Biz Billy
Role: Small Business Owner
Challenges:
• Limited budget that impacts everything from technology to
marketing to hiring
• Over reliance on word-of-mouth referrals
• Weak online presence that gives the impression of being
outdated
• Lack of qualified inbound leads
• Differentiating from the competition
• Filling in business gaps due to a limited budget and lack of
experience
• Taking on several different roles (wearing many different hats)
Introducing...

22. Introducing...
Company: Website Wizards
Product: Custom Website
About:
• Create marketing focused websites
• SEO
• Conversion rate optimization
• Working with small businesses for 10 years
• Utilize iterative web design
• Spreads your costs over time rather than paying one sum
• Make data-driven, business-aligned decisions about direction site

23. Awareness Stage for Billy
Product: Website
Pain point:
Cause:
Prioritization:
If addressed:
If not addressed:

24. Let’s Brainstorm
What offer could help Billy identify his pain point and/or goal?
Checklist:
Quiz:
Guide:
Workbook:
Assessment:

25. The Consideration Stage

26. The Consideration Stage:
Understanding Your Buyer
1. What categories of solutions do buyers
investigate?
2. How do buyers educate themselves on the
various categories?
3. How do buyers perceive the pros & cons of each
category?
4. How do buyers decide which category is right for
them?

27. The Consideration Stage: Information
Gathering
• Speak to sales or customer service rep
• Case studies
• Website chat history
• Customer service tickets
• Survey or speak to current customers
• Product/Service review sites

28. The Consideration Stage: MoFu Asset

29. Example Mofu for Marketing Mary

30. Consideration Stage for Billy
Product: Website
Solution categories:
Information gathering:
Pros and cons of categories:
Decision criteria:

31. Let’s Brainstorm
What offer could help Billy choose a solution category?
Whitepaper:
eBook:
Webinar:
Video:

32. The Decision Stage

33. The Decision Stage: Understanding
Your Buyer
1. What criteria do buyers use to evaluate the
available offerings?
2. When buyers investigate your company’s offering,
what do they like about it compared to
alternatives?
3. What concerns do they have with your offering?
4. Who needs to be involved in the decision? How
do their perspectives differ?

34. The Decision Stage: Understanding
Your Buyer
5. Do buyers have expectations around trying the
offering before they purchase it?
6. Outside of purchasing, do buyers need to make
additional preparations, such as implementation
plans or training strategies?

35. The Decision Stage: Information
Gathering
• Speak to sales or customer service rep
• Case studies and testimonials
• Website chat history
• Customer service tickets
• Survey or speak to current customers
• Customer feedback/review sites

36. The Decision Stage: BoFu Asset

37. Example BoFu for Marketing Mary

38. Example BoFu Free Strategy Session

39. Now it’s your turn
Category: Hire web design agency
Evaluation criteria:
Points of differentiation:
Concerns/Objections:
Expectations:
Preparations:

40. Let’s Brainstorm
What offer could help Billy decide to buy a website
from us?

41. 1. Create offers for each stage
� ToFu Offer
� MoFu Offer
� BoFu Offer
� Upload assets to CMS
2. Create a Campaign in MAS
3. Build landing page for each
offer
� ToFu landing page
� MoFu landing page
� BoFu landing page
Campaign Checklist
✓
✓
✓
4. Build thank you page for
each offer
� ToFu thank you
� MoFu thank you
� BoFu thank you
5. Write and create nurture
emails
� MoFu nurture emails
� BoFu nurture emails
6. Create workflows
� MoFu workflow
� BoFu workflow

42. Part 2: Building an Automated
Campaign in Your MAS
CAMPAIGN
TY PAGE TY PAGETY PAGE

43. Landing pages
A few tips…
1. Headline should clearly communicate UVP
• What it is
• Who its’ for
• Why they should care
2. UVP, form and CTA above the fold
3. Form and CTA stand out from background
4. Match ask to offer

44. Thank you pages
A few tips…
1. Create them!
• Don’t rely on email to deliver offer
• Allows for better GA goal tracking
2. Use as an opportunity to present next offer

45. Thank you pages

46. Nurture emails
Email 1: Delivers thanks, CTA sends them to access
previous offer on TY page
Email 2: Introduces next offer in the funnel, CTA
sends them to next offer landing page
Email 3: Promotes next offer in the funnel, CTA
sends them to next offer landing page

47. Nurture Email Workflows
1. Enroll contact upon offer form completion
2. Goal: Form completion at next stage
3. When contact meets goal remove from workflow
4. If contact completes workflow without meeting
goal add to list for re-engagement

48. Campaign Checklist
1. Create offers for each stage
� ToFu Offer
� MoFu Offer
� BoFu Offer
� Upload assets to CMS
2. Create a Campaign in MAS
3. Build landing page for each
offer
� ToFu landing page
� MoFu landing page
� BoFu landing page
✓
✓
✓
✓
✓
✓
✓
4. Build thank you page for
each offer
� ToFu thank you
� MoFu thank you
� BoFu thank you
5. Write and create nurture
emails
� MoFu nurture emails
� BoFu nurture emails
6. Create workflows
� MoFu workflow
� BoFu workflow
✓
✓
✓
✓
✓
✓
✓
Congratulations! You just created an automated
lead nurturing campaign!

49. Thank You
Want to Connect?
TAMMY DUGGAN-HERD, PhD
Director of Marketing // CAMPAIGN CREATORS
www.linkedin.com/in/tamaradugganherd/
tammy@campaigncreators.com