Since I’m not the most talented of visual artists, I like to keep things simple when diagramming a process. The illustration below is an attempt to show how leads & prospects move through an automated campaign. This is a simplified look at how a series of emails is delivered with the intention of educating a prospect and pulling them through the sales funnel. I should add that interaction with many different marketing channels can be tracked as well, including articles, landing pages and website activity. These interactions are given a weighted score for the purpose of gauging level-of-interest and progress through the sales funnel. As a prospect nears the end of a particular campaign, the lead can be recycled and entered into supplemental campaigns to achieve one of the most important features of automation and lead nurturing…being in the right place at the right time.

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