The ability to create lead nurturing, or "drip campaigns" are one of the most desired features in a marketing automation solution like Eloqua, Marketo, or Pardot. But just because you have the right tools, doesn't mean your team knows how to use them. Furthermore, starting from scratch is time consuming and keeps many teams from realizing the true value of their investment in marketing automation. Playbooks can help get your team moving fast. They can also offer a means to improve and evolve by incorporating learnings and insights to those plays, so that the team is always working off best practices. In this presentation you'll find examples of common lead nurturing programs, or plays, and the needs they serve. You'll also find a template for building your own at your own organization.

1. 11
By Sean Henri
@SeanHenri / +SeanHenri
Marketing Playbooks:
Syndicating Best Practices
Across The Organization

2. Just because you have the latest tools &
technology doesn’t mean your team knows
how to use it.
Playbooks provide a way to help marketers
learn more effective ways to meet their goals:
 Strategy - Knowing how to structure multi-touch
campaigns that support a customer-driven
buying cycle.
 Enhancement - How to optimize campaigns,
programs and tactics.
 Execution - Use of technology to execute
marketing strategy.
 Measurement – Process for understanding
results & learning insights for future activities.
Why do you need them?

3. Playbooks extend the use of best practices
across the organization and standardize the
delivery and development process of
campaigns.
Common Features:
 An Overview – short description of the play.
When appropriate, this can also include a visual
depiction of the program and sequence of
communications.
 Bundled Package – All forms, templates &
documentation needed to request and deliver
the information needed to create the play are
assembled together in a single location.
 Accessibility – Playbooks will be hosted on the
portal in a “Best Practices” library so all can
access.
 Development frameworks – A definition of how
to build and test the play using templates.
The Benefits: Improved conversion rates,
Marketing Playbooks

4. Playbooks should align to common scenarios
or marketing “needs”, such as:
I need to…
 Launch a new product
 Generate new leads for an existing product
 Accelerate my pipeline
 Promote our participation at an upcoming
tradeshow
 Cross-sell/Upsell/Renew
 Grow customer loyalty
 Other…
Marketing Playbooks

5. These “needs” should then connect to the “play”.
Some examples include:
 Lead Nurturing
 Top of Mind nurture/drip
 Educational nurture/drip
 Re-engagement nurture/drip
 Competitive Switch nurture/drip
 Promotional nurture/drip
 Training nurture/drip
 Sales Acceleration nurture/drip
 Cross-Sell/Upsell nurture/drip
 Event/Event Follow-up nurture/drip
 SEM
 New customer acquisition
 Remarketing & Remarketing Nurture
 Etc..
Marketing Playbooks

6. 66
Drip Campaign Plays
Common programs for lead
nurturing or “drip” campaigns

7. Mass Email Email Nurturing
One-to-Many One-to-One
HTML Email Rich Text Email
Manual Deployment Automated Deployment
Measurement at campaign
level
Measurement at campaign
level, and individual level.
Generic Subject Line Personalized Subject Line
Comes from PerkinElmer Comes from Sales Rep
Path is pre-defined Path is “Chose Your Own”
Mass Email vs. Email
Nurturing
Lead nurturing, also called drip marketing, is one
of the most powerful and sought-after features of
a marketing automation system.
Automated lead nurturing is the process of
sending a series of content via email, display &
social that will trigger based on a person’s
behaviors or a preset time interval.
Key Points:
• Think
beyond the
inbox! Use:
 AdWords
Remarketing
 Social
Retargeting
 Dynamic
Content

8. Lead Nurturing Playbooks
Type Main
Objectives
Nurture Play Description
Pre-MQL Generate Leads Simple 3 Step The perfect “starter” campaign.
Advanced 3 Step A multi-channel version of the 3-step.
3-2-1 Identifies your hottest leads first.
60-Day Perfect for longer sales cycles.
Pre-Post-Event Engage event attendees more efficiently.
Cross-Sell / Up-
Sell
Bundle solutions for higher contract value.
Top-of-Mind Maintain awareness until the timing is right.
Reviving Cold
Leads
Waking-The-Dead Tempt your cold leads to give you another look.
Sales
Qualification
Purchase
Software
Trial Nurture Ensure users get the most value from their free trail.
Recycle Sales Support Competitive Lead-
Nurture
Keep yourself a notch above the competition.
Welcome
Campaign
Increase the likelihood of renewal.
Reconstituted Sales Support Dead-Deal Increase urgency and overcome obstacles when
opportunities stall.
Lost-Deal Just because you’ve lost, doesn’t mean you can’t win
them back.

9. This is a simple nurture designed to take a
prospect to a sales ready state within a short
period of time. This works best for products
with a shorter sales cycle.
 Entry:
 Inbound: SEO, SEM & Social
 Outbound: Internal List, Rented List
 Content: Webinar Registration, Whitepaper
download
 Treatment:
 A prospect receives a series of 3 emails after a
trigger event, such as a form submission or a
series of website visits tied to a specific offering.
To decrease implied relationship between the
program and the contacts actions, the emails
commence two days after the event. The delay
between emails increases as the program
progresses.
 Required Assets:
 3-5 pieces of content (PDF’s, articles, or videos)
Pre-MQL: Simple 3-Step
Nurture SLA: 5 Business Days
Key Points
• Highlights
assigned
reps contact
information
• Assets
provided
directly. No
registration
forms
required.
• Assets are
tangible via
screenshot

10. Pre-MQL: Simple 3-Step Nurture
The Play
Inputs:
Start
Clicked?
Yes
No
Send Email
Assign to User
Clicked?
Yes
Send Email
Assign to User
Clicked?
Yes
No
Send Email
Assign to User
MQL MQL MQL
Disqualified
Example Content:
1. Entry: WhitePaper
2. Awareness: Application Note
3. Consideration: Case Study
4. Close: Brochure
5. Exit: Webinaror event invite
6 No 62

11. An accelerated version of the simple 3 step
nurture, which uses dynamic content and
remarketing to accelerate the path to sales
readiness.
 Entry:
 Inbound: SEO, SEM & Social
 Outbound: Internal List, Rented List
 Content: Webinar Registration, Whitepaper
download
 Treatment:
 A prospect receives a series of 3 emails after a
trigger event, such as a form submission or a
series of website visits tied to a specific offering.
To decrease implied relationship between the
program and the contacts actions, the emails
commence two days after the event. The delay
between emails increases as the program
progresses.
 Required Assets:
 3-5 pieces of content (PDF’s, articles, or videos)
Pre-MQL: Advanced 3-Step
Nurture SLA: 5 Business Days
Key Points
• Requires
budget and
additional
creative for
re-
marketing
ads.
• Highlights
assigned
reps contact
information

12. Pre-MQL: Advanced 3-Step Nurture
The Play
Inputs:
Start
Clicked?
Yes
No
Send Email
Assign to User
Clicked?
Yes
Send Email
Assign to User
Clicked?
Yes
No
Send Email
Assign to User
MQL MQL MQL
Disqualified
Example Content:
1. Entry: WhitePaper
2. Awareness: Application Note
3. Consideration: Case Study
4. Close: Brochure
5. Exit: Webinaror event invite
6 No 62

13. New prospects are often a blank slate for
marketers. These are individuals who have
raised their hands – for example, by filling out a
short form to download a piece of content – but
have not yet shared much information about
themselves or their companies.
 Entry:
 Inbound: SEO, SEM & Social
 Outbound: Internal List, Rented List
 Content: Webinar Registration, Whitepaper
download
 Treatment:
 A prospect receives a series of 3 emails after a
trigger event, such as a form submission or a
series of website visits tied to a specific offering.
To identify those closest to sales readiness, stage
3 content is deployed first, followed by stage 2,
and then stage 1.
 Required Assets:
 3-5 pieces of content (PDF’s, articles, or videos)
Pre-MQL: The 3-2-1 SLA: 5 Business Days
Key Points
• Requires
budget and
additional
creative for
re-
marketing
ads.
• Highlights
assigned
reps contact
information

14. Pre-MQL: The 3-2-1
The Play
Inputs:
Start
Clicked?
Yes
No
Send Email
Assign to User
Clicked?
Yes
Enter Stage 2 Drip
Clicked?
Yes
No
Enter Stage 1 Drip
MQL
Disqualified
Example Content:
1. Entry: WhitePaper
2. Close: Brochure
3. Consideration: Case Study
4. Awareness: Application Note
5. Exit: Webinaror event invite
6 No 62
Stage3Email Stage2Email Stage1Email

15. Perfect for carrying stage 1 prospects through
to MQL status, the goal is to keep prospects
engaged and interested in your product or
service while they move through the buying
cycle, often over the space of many months.
 Entry:
 Inbound: SEO, SEM & Social
 Outbound: Internal List, Rented List
 Content: Webinar Registration, Whitepaper
download
 Treatment:
 A prospect receives a series of 3 emails after a
trigger event, such as a form submission or a
series of website visits tied to a specific offering.
To decrease implied relationship between the
program and the contacts actions, the emails
commence two days after the event. The delay
between emails increases as the program
progresses.
 Required Assets:
Pre-MQL: The 60-Day
Nurture SLA: 5 Business Days
Key Points
• Requires
budget and
additional
creative for
re-
marketing
ads.
• Highlights
assigned
reps contact
information

16. Pre-MQL: The 60-Day Nurture
The Play
Start
Clicked?
No
Clicked? Clicked?
No Disqualified7 No 7
3-2-1Email Stage2Email Stage1EmailInputs:
Yes
SendEmail
AssigntoUser
MQL
Yes Yes Yes
Clicked?
No
Clicked? Clicked?
No Disqualified7 No 7
4
3-2-1Email Stage2 Email Stage1Email
Yes Yes Yes
Clicked?
No
Clicked? Clicked?
No Disqualified7 No 77
3-2-1Email Stage2Email Stage1Email
7
Yes
SendEmail
AssigntoUser
MQL
Yes
SendEmail
AssigntoUser
MQL

17. During the trial phase, an indisputable case for the value of
the solution needs to be established to the buyer.
Marketing Automation helps to streamline communications
with prospects during the trial period, and to keep sales
aware of trial progress.
 Entry:
 Inbound: SEO, SEM & Social
 Outbound: Internal List, Rented List, Lead Score
Threshold
 Content: Free Trial Offer & Activation
 Treatment:
 Trial downloader receives activation email with resources
such as a how-to-video, guide, and support contacts. A
sense of urgency is created by indicating expiration date.
A series of emails offering additional support resources
keeps the user engaged. If the trial user has not utilized
their trail after a set period, a support email or call is
extended to identify issue. If some, but not all milestones
are met, extend trial. If none, return to pre-MQL nurture.
 Required Assets:
 1-3 pieces of content designed to attract trial users, 1 to
close deal
 Support & training material, or support community
Sales: Free Trial Nurture SLA: 14 Business Days
Key Points
• For best
outcome,
MAP must
be
integrated
with
solution
• Prospects
in trial
excluded
from other
communicat
ions
• Those who
do not
purchase
should re-
enter a Pre-
MQL
Nurture

18. Sales: Trial Nurture
The Play
Inputs:
Start
Clicked?
Yes
No
Hitmilestone?
Yes
Hitmilestone?
Yes
No Disqualified
Example Content:
1. Entry: VideoOverview
2. Engagement: Resources,SupportCommunity
3. Close:Whitepaper/ ROI Calculator
Timing:
• Email cadenceshouldbe driven
by trialtimeframe
6 No 61
Welcome Email ResourceReminder SalesInquiry
Hitmilestone?
Yes
No
SalesCheck-In
6
Purchased?
Yes
No
SalesWelcome
6 Extend
Idealbuyer?
Non-Ideal Buyer
14
Trial-Sign-Up
6

19. Create Your Own: Icon Gallery
Use the icons to build your own
Inputs:
Start
Clicked?
Yes
No
Send Email
Assign to User
Clicked?
Yes
No
Send Email
Assign to User
Clicked?
Yes
No
Send Email
Assign to User
MQL MQL MQL
Disqualified