This is a cheat-sheet, more or less, that I use to communicate the steps and basic timeline for implementation of a lead nurturing campaign, which is to say delivering a series of emails that educates and “nurtures” your audience to a point of sales-readiness. This is the 50,000 ft. view. Just looking at the first bullet “Content Mapping,” this process starts in weeks 1-4, but go on indefinitely as you refine your campaign and develop new ways of engaging your audience. This is a basic guideline for visualizing the process, though each one of these bullets requires careful planning and execution. If there is something you would add, please feel free to comment below.
- Content Mapping: Prepare and organize content to be distributed to your prospects at the right time based on their needs and stages in the buying cycle
- Content Inventory: What pre‐existing resources can be used / re-purposed for use in the campaign? (Whitepapers, video, audio, blog posts, articles, etc.)
- Define Target Audience: Map your content to the various personas’ of your audience and their stage in the buying cycle
- Content Writing: Define a series of emails (5 initially) that pushes prospects through the sales funnel by providing compelling, educational, insightful content
- Setup Campaign Logic: Schedule emails at regular intervals to deliver your multi‐touch campaign. Define the characteristics of your prospect’s behavior that will determine which series of emails they receive next.
- Define Lead Scoring: A point system used to determine the prospects level of interest and sales‐readiness
- Web Analytics Integration: Add a script to the footer of your site for collecting visitor data
- Web Forms: Setup web forms to collect user data
- Landing Page Setup: Set up landing pages to house your web forms. Drive traffic to your landing pages through links on your website, ad campaigns, mass‐emails, etc.
- Finalize and Initiate Drip Campaign: Once the details of your campaign we add prospects to the drip campaign and initiate the campaign
Week 5 and Beyond:
- Prospects from Web Analytics: Identify specific companies visiting your website, research contacts within that organization who fit your prospect profile, add to appropriate drip campaign based on the visitor’s behavior
- Lead Hand-off: When a prospect lead score reaches the pre‐determined threshold, they will be handed over to sales for direct engagement.
- Lead Recycling: If sales determines the prospect is not sales‐ready, feed them back into the top of the funnel as a new lead for further nurturing
- Additional Content Development: Continue to refine and add additional emails to the drip campaign to ensure a steady stream of messages to keep leads engaged