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Qln 072014
The document describes a Qualified Lead Nurturing (QLN) process that includes 4 stages: 1) Identify & Connect by finding qualified leads through keyword intent, demographics and content consumption, 2) Customize & Automate by using behavioral scoring and automated messaging tailored to individual behaviors, 3) Research & Orchestrate through testing, optimization and targeted messaging, and 4) Deliver & Refine by providing leads' contact details and behavioral data for refinement of the process. A case study showed the QLN campaign delivered over 12,000 qualified leads, with 10% filling out applications, exceeding the goal by 200%.
Qln 072014
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- 2. Identify & Connect Customize& Automate Deliver & Refine Research & Orchestrate 2 QLN:QualifiedLeadNurturing
- 3. 3 QLN:QualifiedLeadNurturing Research & Orchestrate •Testing & optimization • Targeted contextual messages • Targeted media placement
- 4. Research & Orchestrate 4 •Incorporate any data source • IP targeting • Telemarketing • Inbound calling • Direct mail • Out-of-home advertising
- 5. 5 Identify and Connect •Keyword intent • Qualified demographics • Relevant content consumption QLN:QualifiedLeadNurturing
- 6. Identify & Connect 6 •Campaign deployment • Initial behavioral tracking • Scoring models begin to track prospect activity
- 7. 7 QLN:QualifiedLeadNurturing Click Download ViewOpen Customize & Automate • Behavioral Scoring • Automated Messaging
- 8. Customize & Automate 8 •Continued deployments • Tracked behaviors determine how messages are deployed • Scoring adds insight into company and individual behaviors
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- 10. 10 QLN:QualifiedLeadNurturing Deliver & Refine FirstnameLastname Company, LLC 202-555-5555 firstlast@website.com Behavioral Score: 99,250 Company Score: 125,700 Downloads: 2 Website Visits: 7
- 11. Case Study: QLNin Action 11 From a recent QLN campaign for a company seeking a boost in new leads: • 12,000 qualified leads delivered over 60 days • 10%+ of delivered leads filled out an application • 200% to goal (and counting)