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1. Lead Acquisition Model
Direct Marketing Campaigns Indirect Marketing Programs
Paid Online Organic Channel Public Referral Client
Email Phone Event
Search Ads Search Partners Relations Sites (blog) Referrals
Orange Boxes Indicate
Registration 1 Marketing Automation
Registration 2
Software Activation:
Landing Page
Whitepaper Form 1. Lead Acquisition
Form 1
2. Lead Scoring
Prospect Webcast Form Lead 3. Lead Nurturing
Landing Page Activity Acquired 4. Lead Assignment
Form 2
Free Trial Form
*Website visitors will
Page Views not be individually
Newsletter Form tracked/scored until
* Website Visitor Downloads
they submit form or
Lead click on email link.
Acquired
Lead Scoring Lead Nurturing Campaign (email) Lead Assignment
6 Step Email Drip Campaign: Prospect Score = 70+
Explicit Profile Score (1 email sent out each week)
(title, industry, etc.)
1. Webcast/Podcast Library
2. Whitepapers & RFP Lead
3. Technical Data Sheets Qualified
CRM System
4. Pricing Model & SLA
Implicit Activity Score 5. Free Trial Offer
(page views, downloads) 6. Demo with Sales Rep
Lead Score Increases in Points Until Qualified (Sales-Ready)
Measure Campaign ROI