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Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?

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Two of your coworkers are arguing about how to build a lead nurturing workflow. Coworker 1 insists that you have to start with a group of contacts and then choose a goal to nurture them toward. Coworker 2 is adamant that it’s best to start with a goal in mind and then choose a segment that would benefit from that goal. Who is right?

 

 

Coworker 1 – it’s always best to start with contacts and develop goals for them.

 

Neither – it’s best to start with 3 or 4 excellent emails and then identify contacts who will find them helpful.

 

Neither – as long as you have a group of contacts and a measurable goal, it doesn’t matter which one you start with.

 

Coworker 2 – it’s always best to start with goals and find contacts who will benefit from them.

 

https://www.youtube.com/watch?v=zl-hkDoF4Mo

 

Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?

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Your company has created a workflow that sends a webinar invitation to all of their contacts in a specific industry. Is that invitation a behavioral email?

 

 

A) No, because it isn’t triggered by an action the contact takes.

 

B) Yes, because it was sent to a specific segment of contacts with a specific goal in mind.

 

C) No, because it doesn’t take into consideration whether the contact is a good-fit customer.

 

D) Yes, because it encourages the contacts to perform a specific behavior (attending a webinar).

 

https://www.youtube.com/watch?v=wdP_YGVWX4c

 

You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?

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You’ve been working for a company for several years and have recently identified that the typical sales cycle is around nine to twelve months. With this knowledge, you’ve recently tasked your new marketing intern to create a traditional lead nurturing workflow. The workflow is set to send four emails over six days to all of the contacts in your database. How can the intern make this workflow more effective?

 

 

A) Set a measurable and actionable goal

 

B) Send the emails to a specific segment of your database

 

C) Take into consideration the length of the sales cycle compared to the frequency of the emails

 

D) All of the above

 

https://www.youtube.com/watch?v=OZXGroqeC4w

 

Upon reviewing your company’s lead nurturing campaigns you identify that all new leads are passed directly to the sales team. Leads are only entered into lead nurturing campaigns if the sales team identifies the lead is not yet ready to purchase. What model of lead nurturing is your company currently using?

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Upon reviewing your company’s lead nurturing campaigns you identify that all new leads are passed directly to the sales team. Leads are only entered into lead nurturing campaigns if the sales team identifies the lead is not yet ready to purchase. What model of lead nurturing is your company currently using?

 

 

Lead Nurturing as a Gatekeeper

 

Traditional lead nurturing

 

Sales-First Lead Nurturing

 

Lead Nurturing as a Sales Person

 

https://www.youtube.com/watch?v=X3zIe8udUXY