This document discusses Qualified Lead Nurturing (QLN), which involves identifying qualified leads through research, connecting with targeted messages, customizing automated messaging based on behaviors, and refining the process. The key steps of QLN are: 1. Research and Orchestration to identify and target qualified leads through various data sources and media placements. 2. Identifying and Connecting by tracking behaviors like keyword searches, content consumption, and initial campaign responses to score and segment leads. 3. Customizing and Automating messaging by continuously refining scoring models and deploying personalized, automated messages based on individual and company behaviors. 4. Delivering leads and Refining the process based on measurable outcomes

1. QLN
Qualified Lead Nurturing

2. Research & Orchestrate
Identify & Connect
Customize & Automate
Deliver & Refine
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QLN: Qualified Lead Nurturing

3. 3
QLN: Qualified Lead Nurturing
Research & Orchestrate
• Testing & optimization
• Targeted contextual messages
• Targeted media placement

4. Research & Orchestrate
• Incorporate any data source
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• IP targeting
• Telemarketing
• Inbound calling
• Direct mail
• Out-of-home advertising

5. 5
Identify and Connect
• Keyword intent
• Qualified demographics
• Relevant content consumption
QLN: Qualified Lead Nurturing

6. Identify & Connect
• Campaign deployment
• Initial behavioral tracking
• Scoring models begin to
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track prospect activity

7. 7
QLN: Qualified Lead Nurturing
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Customize & Automate
• Behavioral Scoring
• Automated Messaging

8. Customize & Automate
• Continued deployments
• Tracked behaviors determine
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how messages are deployed
• Scoring adds insight into
company and individual
behaviors

9. Customize & Automate
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10. 10
QLN: Qualified Lead Nurturing
Deliver & Refine
Firstname Lastname
Company, LLC
202-555-5555
firstlast@website.com
Behavioral Score: 99,250
Company Score: 125,700
Downloads: 2
Website Visits: 7

11. Case Study: QLN in Action
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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)