The document outlines the process of setting up lead nurturing journeys to engage potential customers effectively through targeted information at various stages of their buying process. Key strategies include understanding lead perspectives, organizing content, and personalizing experiences, along with best practices for trigger management and journey completion for accurate tracking. It emphasizes the importance of clarity in the nurturing journey to convert leads into clients, and includes resources for further assistance.

1. Setting up
Journeys
for Lead
Nurturing

2. Hello!My name is Madison Potter!
I am the Marketing Specialist
at GreenRope.
You can find me at
madison@greenrope.com
and/or @GreenRope on
Instagram!
2

3. Agenda
• Why are Journeys key for
effective lead nurturing
• Map out touchpoints and filtering
• Foundational preparation and set
up triggering
• Build out journey in GreenRope
• Conclude with best practices
• Questions

4. “Lead nurturing is the
purposeful process of
engaging a defined
target group by providing
relevant information at
each stage of the
buyer’s journey.
4

5. Slide Title
⊷ Idea 1
⊷ Idea 2
⊷ Idea 3
5

6. Slide Title
⊷ Idea 1
⊷ Idea 2
⊷ Idea 3
6

7. 7

8. 8

9. “A study by MarketingSherpa
indicates that only 36% of
marketers actively nurture
their sales leads.
9
Source: 2013 Email Marketing Benchmark Report

10. Why it’s important
● Lead intentions are complex
● Many opportunities for education
● Personalize and streamline
efforts
● Better brand consistency
● Connects marketing and sales
efforts to close more clients!
10

11. ● Get the right perspective
○ How will new leads start the journey?
○ What are they coming to your business
wanting?
Key ways to get started
11

12. ● Get the right perspective
○ How will new leads start the journey?
○ What are they coming to your business
wanting?
● Set up levels of organization
○ Group Assignment - broadest filtering
○ Custom User Fields - meet certain criteria
○ Tagging - simple search
Key ways to get started
12

13. ● Create content to share
○ What to send out at each touchpoint
○ Personalized and relevant content
○ One call to action
Key ways to get started
13

14. ● Create content to share
○ What to send out at each touchpoint
○ Personalized and relevant content
○ One call to action
● Follow-up Procedures
○ What do you want the lead to do?
○ How are you going to follow up with them?
○ Set up within “Decision” point in journey
Key ways to get started
14

15. “Make sure you have all
content and touchpoints
outlined prior to building
it out in the system.
15

16. Place your screenshot here
16
⊷ Free, log-in via
LinkedIn
⊷ Not a GreenRope User
⊷ Build out touchpoints
externally before
setting up automation
JourneyFlow.co
m

17. Building out the Journey
For Lead Nurturing
17

18. 1. Triggering the
Journey
How will your leads get started
on the journey?
18

19. 1. Triggering the
Journey
How will your leads get started
on the journey?
⊷ SignUp or Ticketing Forms
⊷ Event Registration
⊷ Adding into specific Group
⊷ Updating a custom user field
⊷ Workflows (Triggering Workflows Article)
⊷ Manually
19

20. 2. Foundation of
Journey
What content are you wanting to
send out through the journey?
20

21. 2. Foundation of
Journey
What content are you wanting to
send out through the journey?
⊷ What did the leads come to
your business for initially?
21

22. 2. Foundation of
Journey
What content are you wanting to
send out through the journey?
⊷ What did the leads come to
your business for initially?
⊷ Upload PDF documents
22

23. 2. Foundation of
Journey
What content are you wanting to
send out through the journey?
⊷ What did the leads come to
your business for initially?
⊷ Upload PDF documents
⊷ Create email templates
23

24. 2. Foundation of
Journey
What content are you wanting to
send out through the journey?
⊷ What did the leads come to
your business for initially?
⊷ Upload PDF documents
⊷ Create email templates
⊷ Save across *all groups*
24

25. 3. Purpose of Journey
What is YOUR main goal with
the journey?
25

26. 3. Purpose of Journey
What is YOUR main goal with
the journey?
⊷ Is it to follow up with engaged
leads?
26

27. 3. Purpose of Journey
What is YOUR main goal with
the journey?
⊷ Is it to follow up with engaged
leads?
⊷ Is it to filter all leads between
different services you offer?
27

28. 4. Personalize Experience
Not every customer goes down
the same path, streamline
effectively
28

29. 4. Personalize Experience
Not every customer goes down
the same path, streamline
effectively
⊷ Do you have multiple
services?
29

30. 4. Personalize Experience
Not every customer goes down
the same path, streamline
effectively
⊷ Do you have multiple
services?
⊷ Is it one main service with
intent to up-sell later?
30

31. Creating Your
Lead Nurturing Journey
Inside GreenRope
31

32. Project Management
32
Journeys are not group specificQuick Note:

33. Project Management
33
⊷ Decision
Creates logic for personalization based on actions taken, filters
created, group assignment, etc.
⊷ Delay
Wait an amount of time, or for an action to take place, before
proceeding with journey
⊷ Action
What do you want to happen at this step (send email, trigger workflow,
etc.)
⊷ Stop
Always end a journey to get reliable analytics and tracking
Objects to use:

34. Project Management
34
When saving your journey, select the “Save as new” option to
create a duplicate with the new changes
Quick Note:

35. Project Management
35

36. Lead Nurturing
Example

37. Lead Nurturing
Example
• Lead saw marketing collateral want
wants a copy of your eBook, Great!

38. Lead Nurturing
Example
• Lead saw marketing collateral want
wants a copy of your eBook, Great!
• They filled out the SignUp Form and
are automatically added into your
CRM

39. Lead Nurturing
Example
• Lead saw marketing collateral want
wants a copy of your eBook, Great!
• They filled out the SignUp Form and
are automatically added into your
CRM
• They’re sent a custom “Confirmation
Email” that will verify their email
address and send them the PDF

40. Lead Nurturing
Example
Two Trigger Options to Consider:

41. Lead Nurturing
Example
Two Trigger Options to Consider:
1) Trigger from within the SignUp Form

42. Within SignUp Form “Options” tab
42

43. Lead Nurturing
Example
Two Trigger Options to Consider:
1) Trigger from within the SignUp Form
2) Trigger when they click to download
PDF eBook we sent via email

44. Add “Auto Action” within Link Library
44

45. Lead Nurturing
Example
Two Trigger Options to Consider:
1) Trigger from within the SignUp Form
2) Trigger when they click to download
PDF eBook we sent via email
● nurture them with content until they
are educated, engaged and ready

46. Lead Nurturing
Example
Two Trigger Options to Consider:
1) Trigger from within the SignUp Form
2) Trigger when they click to download
PDF eBook we sent via email
● nurture them with content until they
are educated, engaged and ready
● Set appropriate follow up and end
journey for lead

47. Collateral for lead Journey
What you want to send out
47

48. Upload PDF eBook and copy link
48

49. Add Link into Confirmation Email for Download
Quick Note: Add Confirmation_Placeholder into email if needed

50. Create other email templates and save
50

51. Create follow-up activities using
Workflows
51

52. Finally, build out Lead
Nurturing Journey
Inside GreenRope
52

53. Best Practices
1. Map out the right triggers
⊶ How are leads starting journey
⊶ What needs to happen throughout
⊶ Always end journey for accurate
tracking and analytics
53

54. Best Practices
1. Map out the right triggers
⊶ How are leads starting journey
⊶ What needs to happen throughout
⊶ Always end journey for accurate
tracking and analytics
1. Add initial filter
⊶ Acts as a ‘catch-all’ to make sure
only relevant leads go through
journey
54

55. Best Practices
1. Map out the right triggers
⊶ How are leads starting journey
⊶ What needs to happen throughout
⊶ Always end journey for accurate
tracking and analytics
1. Add initial filter
⊶ Acts as a ‘catch-all’ to make sure
only relevant leads go through
journey
1. What’s the main reason for
Journey
55

56. Q&A
Do you have questions?
Simply type them into the Q&A
in your Zoom control panel.
We will answer questions in
the order that they come in.
This webinar was recorded
and will be sent to you with the
slides.
56

57. Contact Us
Have more questions or need more help?
Contact us!
Support Email:
support@greenrope.com
Phone Number: 442.333.7577
Website: www.greenrope.com
Thanks for being a part of
GreenRope and check
www.greenrope.com/webinars to see
what we’ve got in the pipeline.
57

58. Thank You!
58
From all of us at GreenRope,