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Systems

Leads nurturing agency

Leverage the strategy vital to lead generation, letting no lead go cold and accelerating their conversion, by sending the right messages at the right time to convert or engage the lead (high-value messages or simple transactional follow-ups), building a system that will let no opportunity slip away, while staying more present in the user's mind, maximizing the returns of all your levers as a complement, and all at low cost since it capitalizes on an already acquired audience.

The mission

Design and deploy automated leads nurturing scenarios to feed, filter, activate, and convert your leads on autopilot.

Objectives

  • Experiment with up to 5 different email and/or SMS scenarios
  • Identify the scenarios with the greatest impact on increasing conversions
  • Identify high-value content to offer within the scenarios (e.g. e-books, guides, infographics, webinar replays, ...)
  • Define for each scenario: the audience segments, the messages, the sending steps and cadences, the channels (email, SMS, push, ...)
  • Ensure the proper configuration of the tools (CRM connection, channels, deliverability, audience segments, automation, tracking, ...)
  • Consolidate the scenarios so they run on autopilot

Key steps

  1. Audit of the existing setup (if any)
    • scenario structure
    • content
    • performance
    • configuration
    • cadences
    • deliverability
    • trends in customer behavior
    • possible watchpoints
    • KPIs to improve
  2. Scope framing
    • main objective (OMTM)
    • distribution channels
    • marketing automation tool
    • identification of the content and various resources that can be distributed
    • other watchpoints
  3. Ideation
    • working session to identify up to 5 marketing automation scenarios and 20 messages in total to increase sales performance with a focus on the main objective (OMTM)
    • more broadly
    • the qualification and conversion of the prospects to the next step of your sales process
  4. Scenario mapping
    • definition of the scenarios and their messages
    • sending cadences
    • channels
    • content
    • calls to action
  5. Scenario content production
    • writing of the texts
    • production of the visuals
    • preparation of the additional content
  6. Scenario integration
    • implementation of the scenarios on the marketing automation tool
  7. Test&Learn
    • monitoring and analysis of the performance of the first sends
    • A/B testing
    • continuous optimization
    • performance stabilization. (4 weeks)
  8. Follow-up
    • review of the option to benefit from 24/7 support and monitoring + a monthly performance review

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