Context, challenges, objectives
Our “Complete Plezi Marketing Persona kit” in September generated 261 downloads, including 170 new leads. It’s a great example of a lead magnet.
Among others, this action allowed us to reach a total of 192 contacts in the discovery phase, who were waiting for nothing more than to be nurtured!
The next step was therefore to generate as many sales meetings with these contacts as possible.
So, Adeline developed a lead-nurturing workflow with the purpose of:
- Identifying leads with a potential project;
- Testing their level of engagement;
- Qualifying them in order to be able to send them to the sales guys (contact details, information on their project etc.)
Here are the steps by which Adeline created the workflow.
Step 1: Defining the target
The contact list triggering the workflow was created according to:
- Content: contacts having requested the content “Marketing Persona’s Kit” + not having requested content proposed following the workflow
- Contacts properties: ALL except for clients, partners, competitors, employees etc.
Once the list has been created, Adeline was able to create the first block of her workflow:
Step 2: Defining which content to integrate
To encourage leads to take more action and to progress through the conversion funnel, Adeline wanted to offer two other pieces of “cornerstone” content during the discovery phase:
- White Paper: How you are going to plant your inbound strategy (discovery)
- Webinar: Example of an inbound strategy
Step 3: Building the workflow
Here are the details of the workflow put in place:
Each email-sending action is preceded by additional conditions:
- has not downloaded the content or opened the email à re-send the email with a different subject
- vs. has downloaded the content à go to the next step.
The final point of the workflow being:
- for warm leads arriving at the end of the workflow: sending them to the CRM;
- for leads not taking any action: to be removed from the workflow because they are not interested.
Step 4: Preparing emails
The following step was to prepare all the emails in the “Email Management” part of the workflows module. Each email has been adapted according to:
contact: who is the email addressed to? (merge field)
Note: Hello “first name” was not used in the first email of the workflow in case the first exchange with the contact was not particularly qualitative.
- context: why is the contact receiving this email?
- downloadable content: what is the email offering?
You recently downloaded the Complete Marketing Persona’s Kit - I hope it allowed you to move forward with your personas more smoothly.
We have released a guide on “How are you going to develop your inbound marketing strategy? In which there is a section dedicated to personas, and I wondered if this might help you.
In the guide, you will also find the most frequent mistakes made when implementing an inbound strategy as well as feedback from inbound experts.
Whatever you do, don’t forget this stage: the forms.
Before launching the workflow, Adeline chose to check that the pathway made it possible to sufficiently qualify contacts before sending them to the CRM. The form-template checking stage (fields, including intelligent fields!) was therefore essential.
The first results of the workflow and feedback on Adeline’s experience: