Nurturing Campaign Fast Track

July 14, 2009

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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.

Agenda

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§  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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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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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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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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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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Step by step program

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Live example – step by step

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Needed elements

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

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Live examples

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Effective lead nurturing "ow

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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)