This document summarizes a webinar about nurturing sales leads. It discusses lead management challenges, acquisition management pillars, inbound and account-based marketing strategies, marketing and sales automation solutions, technical automation architecture, implementation processes, life cycle management, and the lead and sales nurturing deployment process. It also provides a case study on Stickyeyes and their 90-day content marketing plan to nurture leads through segmented content and a scoring system to track engagement.

1. How do you nurture good
sales leads?
Part2:LeadGenerationWebinarSeries
PhilipMcGuin
DirectorofDemandGeneration

2. Webinar Part 2
How do you nurture good sales leads?
8th November 12.30-13.30

3. About the Webinar
Part 2: Focused on lead management infrastructure &
campaign nurturing techniques.
1. The most common lead management challenges
2. Three pillars of acquisition management
3. Inbound & ABM lead generation strategies
4. Marketing & Sales Automation Solutions
5. Technical Automation Architecture
6. Implementation Processes
7. Life Cycle Management
8. Lead & Sales Nurturing Deployment Process
9. Case Study: Stickyeyes

4. Part of the IPG network.
Over 50,000
employees in more
than 130 countries
around the globe.

5. Our services.

6. Lead Generation Guide
About the Guide
This guide is for marketing and business
development managers, departmental heads
and C-level decision makers with a responsibility
for marketing and sales performance.
It will discuss a number of models for generating,
managing and converting leads, and highlight
the efficiencies that marketing automation can
deliver to this process.
It will also provide a useful guide to marketing
practitioners looking to implement or develop
their own marketing automation strategy.

7. Acquisition Management.
End-to-end acquisition management encompasses best practice lead generation
& lead nurture.
BRAND DEVELOPMENT &
LEAD GENERATION
MARKETING & SALES
AUTOMATION
LEAD, SALES NURTURING & EMAIL
CAMPAIGN MANAGEMENT
OWNED EARNED PAID
MARKETING
AUTOMATION, E.G.
HUBSPOT /
MARKETO
SALES
AUTOMATION, E.G.
SALES FORCE, MS
DYNAMICS
DEVELOPMENT & DEPLOYMENT OF EMAIL
MARKETING CAMPAIGNS AS WELL AS LEAD
NURTURING STRATEGIES
Curation of leads from P4P, SEO,
Biddable Media, PR etc.
Strategies & technical process for
routing leads into the business
marketing & sales pipeline
Nurturing of leads across the sales life
cycle process.
Part 2 of webinar seriesPart 1 of webinar series

8. Inbound & ABM Strategy
Successful lead generation is about integrating your inbound strategy into your
outbound strategy i.e Account Based Marketing (ABM).
Inbound Marketing
New Lead Generation
Account Based Marketing
Lead Nurturing
Attract people to
your site &
get them to fill
out forms
Nurture them
with
automated email
Identify
target
companies
Nurture
relationships that
lead to
opportunities
Engage them
with targeted
personalised
campaigns
Identify
target
Companies

9. Automation Solutions
Marketing & sales automation consist of two distinct yet complementary solutions
designed to manage the full life cycle process
Marketing Automation
Automated management of lead
capture, marketing campaigns & lead
nurture process
Sales Automation
Automated management of the lead &
sales life cycle process

10. Automation Landscape
Sales
Engagement
Meeting / Demo
Sales Nurture
Start Work /
Deliverables
Direct Sales Team
Request
Proposal /
Quote
Submit
Proposal / Quote
No
Yes
Proposal /
Q
Accepted
Negotiation /
Review
Contract Signed
Yes
No
End of Sales
Process
No
Campaign
Deployment
Marketing Team
New Lead
Generation
&
Lead
Nurture
Campaign
Strategy
Sales AutomationMarketing Automation
Customer
Requirement
Qualification
Outbound Sales Team
Yes
No
Or
Relationship
Management

11. Marketing Automation Architecture
Non Valid Persona
Valid Lead
Non Valid LeadPersona (Profile) Workflow
Persona 1 Persona 2 Persona 3 Persona 4
Lead Score
Sales Life Cycle Process
Lists & Data Segmentation
Align programmes to Customer Buying Journey
Lead Nurture and Email Campaigns
Web Assets & ContentData Capture
Apply Valid
Opt-in Rules
Evidence
GDPR
Compliance
Core
Persona
Database
Internal Alerts
Marketing Alerts
Sales Alerts

12. Sales Automation Architecture
Sales Life Cycle Process
Closed Won / X-Sell
Closed, Up sells and
cross sells and
maintaining customer
loyalty.
Leads
Prospect has exchange
information but does not
meet your qualification
criteria.
MQL
Prospect has exchange
information and meets
your qualification
criteria.
SQL
Prospect is directly
engaged with you sales
team / representative
Opportunity
Define opportunity value
with the prospect i.e.
requirement
SNP Email 1 SNP Email 2 SNP Email 3 SNP Email 4
Lead drops out of life cycle process, routed into
automated sales nurture programmes
Lead disengages from
sales nurture route back
into marketing nurture

13. PERSONA /
PROFILE
CONFIG
DATA
MAPPING &
INTEGRATION
LEAD DATA
CAPTURE &
STORAGE
LEAD
QUALITY
SCORING
ASSET &
TEMPLATE
CREATION
CAMPAIGN
FULFILMENT
Marketing Automation
The below provides a 6 stage framework for the implementation an eCRM / Marketing automation
systems i.e. Hubspot, Marketing, Pardot & Marketo
Personas / Profiles
are the backbone to
the automation set-
up, allowing you to
collect valid leads for
emails campaign.
The stage of
ensuring that you
have the correct
data requirement
for processing
your leads.
Lead data capture
is the process of
collecting relevant
lead information
for your email
campaigns
Lead scoring is a
method of ranking
the quality of your
leads based on
key engagement
criteria's.
Email / landing page
assets / templates
are the
infrastructure that
allows us to deploy
campaigns.
End-to-end
fulfilment including
email delivery,
follow-up
nurturing,
reporting etc.

14. SALES GOALS
&
OBJECTIVES
MAPPING SALES
CYCLE
SALES DATA
LANDSCAPE
CRM
PROCESSES &
CAPABILITY
LIFE CYCLE
MANAGEMENT
SALES
REPORTING
Sales Automation
The below provides a 6 stage framework for the implementation an sale automation system i.e.
Hubspot Sales, Salesforce, MS Dynamics
The primary goal is
to determine the
type & blend of
KPIs & the sales
processes overall
performance / gaps
This stage is about
understanding the
outbound & direct
sales teams
processes &
mapping it’s
structure
This stage is
about identify the
sales data
landscape &
determine how
this is shapes the
sales process.
This stage is about
developing the
capability of the
sales tactics team
around eCRM, call
management, tasks
and activities
This stage is the
processes
building the sales
life cycle process
i.e MQL, SQL,
Opps, Closed
Won / Lost.
This stage is
about developing
the end-to-end
campaign, lead
generation &
sales reports.

15. Sales Life Cycle Management
Top of Funnel Middle of Funnel Bottom of Funnel
Closed Won / X-Sell
Closed, up-sells and
cross-sells, and
maintaining
customer loyalty.
Leads
Prospect has
exchange
information but does
not meet your
qualification criteria.
MQL
Prospect has
exchange
information and
meets your
qualification criteria.
SQL
Prospect is directly
engaged with you
sales team /
representative.
Opportunity
Define opportunity
value with the
prospect i.e.
requirement.
Volume of Closed Won
Revenue / Units sold
Volume of X-Sells
Lead Volume
Cost Per Lead
Volume of MQLs
MQL Quality Score
Volume of SQLs
Volume of Opportunity
Value of Opportunity
Value of Pipeline

16. Lead & Sales Nurturing
Nurturing & Email Campaign Management

17. Lead Generation & Nurture
A lead generation strategy needs to have a robust balance between the generation of
new leads and their ongoing nurturing across the pipeline.
New
Leads
The generation of
new leads that
meet an initial
quality score or
conversion criteria.
Nurturing
Leads
The ongoing
nurture of lead data
that engages &
transitions them
across the sales
pipeline.
Qualifying
Leads
Build a profile of a
lead where we
understand their
needs and
requirements.
Sales
Ready
Engaged leads that
have a robust
qualification criteria
and are sales
ready.

18. CAMPAIGN
CRITERIA &
OBJECTIVES
DATA
MANAGEMENT
CAMPAIGN
CONTENT
ASSET AUDIT
& MAPPING
CAMPAIGN
DELIVERY
CAMPAIGN
FULFILMENT
Nurturing & Email Management
We provide a best in class lead nurture & email campaign management service via automation
solution is such as Eloqua, Pardot, Marketo etc
Detailed campaign
brief considering
KPIs, proposition,
messaging,
timescales,
regulations etc.
Collection of
relevant campaign
data and detailed
understanding of
audience &
segmentation etc .
Creation and
adaptation of all
necessary content
assets required to
fulfil the campaign
strategy.
Audit of email /
landing page
templates and
aligning of content
for a seamless
campaign.
Creation of
campaign journey
& delivery
sequences
including time
frames & scoring
End-to-end
fulfilment including
email delivery,
follow-up
nurturing,
reporting etc.

19. Data Management
DATA
AUDIT
DATA
SEGMENTATION
DATA SYNC
CONSIDERATIONS
DATA POINTS /
REPORTING
What type of data will be used for the
campaign & what is its quality?
For example:
What stage within the life cycle
process i.e. TOFU, MOFU or BOFU
What will be the data segmentation
strategy for the campaign?
For example:
Job function, country, product &
engagement based segmentation.
What data syncing consideration do
we need to consider?
For example:
Syncing consideration with Marketing
Automation and Sales Automation
Solution.
What data points are for critical
reports & campaign insight?
For example
Contact data fields also lead sourcing
& engagement metrics
This involves the process of understanding data quality and preparing the ground work
for campaign segmentation.

20. Content Nurture Strategies
Educate
Strategies
(Develop awareness &
consideration around a
specific challenge or issues)
Enable
Strategies
(Develop interest
in a specific solution,
service or product)
Closure
Strategies
(Facilitate decision making in a
specific solution, service or
product)
Retain
Strategies
(Add value, upsell and / or
x-Sell)
Low Volume
High Volume
Top of Funnel
Bottom of Funnel
A content nurture strategy is the process of determining the type of content that is
going to be used at different stages within the buying cycle.
Middle of Funnel
Medium Volume

21. Supporting Campaigns Asset
1
EMAIL TEMPLATES
What type & volume of email templates
are required?
For example:
Newsletter, solus acquisition, hybrid
nurture, text and / or sales style
templates
2
LANDING PAGE TEMPLATES
What type & volume of landing pages
templates are required?
For example:
Informational pages, microsite, click
engagement & form based landing
pages, also data capture considerations
3
CONTENT ASSET MAPPING
How is content going to be mapped &
deployed onto email & landing pages?
For example:
Content hierarchy on the email
templates, subject lines, headlines,
position of calls to actions

22. CONTENT JOURNEY TECHNICAL SEQUENCE ENGAGEMENT / SCORING SCHEDULING
What is the content journey & how
many stages are involved?
For Example:
Newsletter content, stand lone
content, multi step sequenced or
nurture content, integrated content
journey (i.e. events, webinars)
What are technical sequencing
consideration for deployment?
For Example:
Campaign streams, triggers, contact
strategy and sequence type i.e.
linear, dynamic.
How is engagement measured &
what techniques are used?
For Example:
Deployment of demographic &
behavioral scoring metrics & criteria
to measure campaign engagement
What is the campaign scheduling
timeframe & delivery dates?
For Example:
Agreed times frame for
broadcasting & delivery campaigns
including follow-up
& fulfillment.
Campaign Delivery
The campaign delivery wraps the CBJ into a seamless technical sequence, engagement criteria &
broadcast schedule.

23. Campaign Fulfilment
REPORTING
What type of metrics & data
points are need for
campaign reporting?
For example:
OOTB metrics, calculated
data points, campaign vs
content vs business
reporting
FOLLOW-UP
What type of follow-up
processes need to be
deployed?
For example:
Sales vs marketing follow-
ups, engagement
notifications, internal alerts
etc
INSIGHTS
What campaign insights are
needed to drive campaign
strategy?
For example:
Educate, build community,
nurture, develop awareness,
drive acquisition
FEEDBACK
How & in what format is
campaign performance
feedback?
For example:
Weekly / monthly reporting.
Tactical updates and
strategic reviews.

24. Case Study – Stickyeyes
90 Day Content Marketing Plan

25. Campaign Objectives
Below is a breakdown of the primary campaign objectives & goals for Stickyeyes.
1. Maximise shelf life of high value content & thought leadership
2. Build a content consumption profile for future campaigns
3. Deploy multi stage nurturing to maximise content shelf live
4. Utilise nurturing content to nurture leads from MQL to SQL
5. Also reengage cold or lapsed leads.
6. Utilise lead scoring / click based nurturing to drive higher lead volume.
7. Provide the sales team with a higher quality of lead.

26. ABM Campaign Strategy
The strategy utilises ABM strategy to target specific account & target groups, it then
serves specific content at different stages within the life cycle process.
Target
Account &
Groups
Engaged
Accounts &
Groups
Marketing
Qualified
Leads
Sales
Qualified
Opportunities
Target
Customer
Profile
Closed Won Life Time Value

27. Campaign Content Objectives
Setting the Campaign Objectives
1. Utilise soft content to nurture leads.
2. Utilise content chunking for economies of scale.
3. Click based engagement.
4. Utilise lead scoring to track engagement.
5. Staged nurture sequence & process.

28. 90 Day Content Marketing Plan
The 90 Day Content Marketing Plan
This white paper is a high value assets that provides marketers
detailed insights into how they can create and deploy a marketing
plan.
Nurture Campaign Goals
The goal is to breakdown the main themes of the report and use
a drip campaign to show case each topic in detail.
By chucking down these key themes this allows Sickyeyes to
capitalise on the reports content width & depth in order to
maximise audience reach, interest and downloads.
The nurture sequence will have scoring system to track
engagement.

29. Content Chunking
Benefits of chunking
• Severing multiple messages.
• Maximising audience reach.
• Offering complementary content.
• Nurtured into brand / services.
• Maximising content shelf life.
• Tracking engagement type.
Day 1-15
Assess & Understand
Day 16 - 35
Strategies & Plan
Day 36 – 80
Build & Execute
Day 80 - 90
Respacing / Meanwhile Use

30. Engagement Strategy
Primary Email Campaign Content
Day 1-15
Assess &
Understand
Day 16 - 35
Strategies & Plan
Day 36 – 80
Build & Execute
Day 80 - 90
Measure & Review
X 15 days
cadence
X 35 days
cadence
X 80 days
cadence

31. Engagement Strategy
Content Bloc Content Type Call to Action Lead Score
Primary Trends Report Link to PDF 10 Points
Secondary Blog Post Link to Article Page 5 Points
Tertiary Service Content Link to Service Page 10 Points Each
Engagement Process & Criteria
- Lead score threshold of 20 points
- Automatically routed to sales if threshold reach
- Below score threshold retained in sequence
- Follow-up dedicated services email sent to reinforce qualification
Secondary Content
Primary Content
Tertiary Content
90 Day Content Marketing Plan

32. Engagement Strategy
Email Campaigns
Email 1
Email 2
Email 3
Email 4
Email 5
Email
Focus
Primary Content Secondary Content Tertiary Content
Thought
Leadership
Day 1-15: Assess & Understand Related Blog Article Product / Services Content
Thought
Leadership
Day 16 -35: Strategies & Plan Related Blog Article Product / Services Content
Thought
Leadership
Day 36 -80: Build & Execute Related Blog Article Product / Services Content
Thought
Leadership
Day 80 – 90: Measure & Review Related Blog Article Product / Services Content
Product &
Services
Product / Services Content
i.e content management services
Case Study 1 Case Study 2

33. Lead & Sales Nurturing
DAY 1 TO 15
Assess &
Understand
DAY 16 TO 35
Strategies & Plan
DAY 36 TO 80
Build & Execute
DAY 80 TO 90
Measure & Review
Score
Threshold - Yes
Score
Threshold - Yes
x15 Days
Cadence
SALES
Personalised follow-up by
sales
Score
Threshold - Yes
P4P
Thought Leadership
Content
BIDDABLE
Thought Leadership
Content
x35 Days
Cadence
x3 Days
Cadence
SALES
Relationship
Development
Yes
No
No
LeadGenerationLeadNurtureSalesNurture
MQL - YES MQL - YES
Yes
Long Term
Marketing Nurture

34. Campaign Performance
Email Delivery
Rate
Opens Open Rate Clicks Click Rate
1st Email 98.49% 2286 24.02% 408 4.29%
2nd Email 99.56% 2074 22.44% 279 3.06%
3rd Email 99.74% 1762 20.23% 149 1.71%
4th Email 99.64% 1468 17.19% 70 0.82%
5th Email 99.73% 1627 19.33% 67 0.80%
Average 99.43% 20.64% 2.14%
Key Insights
Campaign generated 367 leads that reached required score threshold.

35. Follow-up Nurture Content
Engagement Base Follow-up

36. Lead Generation Guide
About the Guide
This guide is for marketing and business
development managers, departmental heads
and C-level decision makers with a responsibility
for marketing and sales performance.
It will discuss a number of models for generating,
managing and converting leads, and highlight
the efficiencies that marketing automation can
deliver to this process.
It will also provide a useful guide to marketing
practitioners looking to implement or develop
their own marketing automation strategy.

37. Thank you