A step-by-step nurturing program consisting of educational content, combined with a clean database and communication with sales will provide you with an effective lead nurturing flow.

1. Nurturing Campaign Fast
Track
July 14, 2009

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.
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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
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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
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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
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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
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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
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8. Step by step program
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9. Live example – step by step
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10. Needed elements
§ Forms
§ Landing Pages
§ Images
§ Emails
§ Lists
§ Flow
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11. Live examples
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12. Effective lead nurturing ow
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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)
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