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Nurturing Campaign Fast
Track
July 14, 2009
Left Brain introduction
§    Left Brain Marketing is a Silicon Valley-based marketing consulting
       rm that specializes in designing and implementing customized
      marketing automation solutions and campaigns for B2B
      companies.
§    The LBM team has over 100 years of combined experience.
§    We've run entire marketing departments, been responsible for
      million dollar budgets, worked with start-ups and F100
      companies.
§    Whether you're just beginning or looking to raise the caliber of
      your marketing, we'll drastically reduce your learning curve and
      show you how to make the most of your marketing automation
      system.


                                                                            2
Agenda

§    Setting realistic goals
§    Cleaning your database
§    Selecting your content
§    Step by step nurture program
§    Live example
§    Needed elements and examples
§    Live lead nurturing ow


                                     3
Setting realistic goals
§    Who will you nurture
§    Prepare for your campaign
§    Select your audience
§    Segment by attributes or actions
§    Message crafted for selected
      group




                                         4
Cleaning the database

§    Take a close look at your
      database
§    Remove not marketable leads
§    Increase your open and click
      rate
§    Some contacts are leads




                                     5
Setting a goal
§    What should your goal be
§    Communicate with Sales
§    Have their hand in the cookie jar
§    Decide who is considered to be
      “interested” or “quali ed”
§    Set realistic expectations
§    Industry statistics may vary
§    Calculate through number of
      records on list, average open and
      click rate, and number of steps

                                          6
Selecting content
§    Content must be educational
§    Must address what bene ts offer
      to the recipient and industry
§    Must emphasize business needs
      and how would it solve particular
      issues
§    No steak knifes giveaway




                                          7
Step by step program




                       8
Live example – step by step




                              9
Needed elements

§    Forms
§    Landing Pages
§    Images
§    Emails
§    Lists
§    Flow

                      10
Live examples




                11
Effective lead nurturing ow




                             12
Summary
§    Prepare your campaign (audience, attributes, actions,
      message)
§    Clean your database
§    Set realistic goals and communicate with your sales
      department
§    Content should be educational
§    Create multi step nurture campaigns
§    Create your campaign pieces (forms, landing pages,
      emails, lists, ow)

                                                              13

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Lead Nurturing Campaign Fast Track

  • 2. Left Brain introduction §  Left Brain Marketing is a Silicon Valley-based marketing consulting rm that specializes in designing and implementing customized marketing automation solutions and campaigns for B2B companies. §  The LBM team has over 100 years of combined experience. §  We've run entire marketing departments, been responsible for million dollar budgets, worked with start-ups and F100 companies. §  Whether you're just beginning or looking to raise the caliber of your marketing, we'll drastically reduce your learning curve and show you how to make the most of your marketing automation system. 2
  • 3. Agenda §  Setting realistic goals §  Cleaning your database §  Selecting your content §  Step by step nurture program §  Live example §  Needed elements and examples §  Live lead nurturing ow 3
  • 4. Setting realistic goals §  Who will you nurture §  Prepare for your campaign §  Select your audience §  Segment by attributes or actions §  Message crafted for selected group 4
  • 5. Cleaning the database §  Take a close look at your database §  Remove not marketable leads §  Increase your open and click rate §  Some contacts are leads 5
  • 6. Setting a goal §  What should your goal be §  Communicate with Sales §  Have their hand in the cookie jar §  Decide who is considered to be “interested” or “quali ed” §  Set realistic expectations §  Industry statistics may vary §  Calculate through number of records on list, average open and click rate, and number of steps 6
  • 7. Selecting content §  Content must be educational §  Must address what bene ts offer to the recipient and industry §  Must emphasize business needs and how would it solve particular issues §  No steak knifes giveaway 7
  • 8. Step by step program 8
  • 9. Live example – step by step 9
  • 10. Needed elements §  Forms §  Landing Pages §  Images §  Emails §  Lists §  Flow 10
  • 13. Summary §  Prepare your campaign (audience, attributes, actions, message) §  Clean your database §  Set realistic goals and communicate with your sales department §  Content should be educational §  Create multi step nurture campaigns §  Create your campaign pieces (forms, landing pages, emails, lists, ow) 13