The Lead Nurturing Campaign Planning Workbook

We collect and use information for purposes such as: 

• Enhancing your experience 
• Enabling purchases of goods and services
• Performing administration and technical support
• Sending marketing communications and promotions
• Processing product or offer inquiries
• Informing you about special offers
• Conducting surveys
• Enabling you to enter sweepstakes, contests, and other promotions
• Creating aggregated information about demographics and usage patterns
• Subject to your explicit permission, sharing your information with third parties

Lead nurturing is the process of cultivating leads that are not yet ready to buy. Successful lead nurturing anticipates the needs of the buyer based on who they are (using profile characteristics, such as title, role, industry, and so on) and where they are in the buying process.

A successful lead nurturing strategy should strive to:

• Build trust
• Increase brand awareness 
• Maintain a connection until prospects are ready to purchase

Elements of an effective lead nurturing strategy include:

• Content audit 
• Gap analysis
• New content planning
• Email and workflow planning

There are a few ways to look at the various stages of the buyer’s journey when it comes to your lead nurturing strategy. Most often, we use one of the following to describe the stages a buyer goes through:

• Attract, engage, and delight
• Awareness, consideration, and decision
• Top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU)

We may use or disclose the personal information we collect for one or more of the following business purposes: 

• To provide you with information, products, or services that you request from us 
• To provide you with email alerts, event registration confirmation, and other notices concerning products, services, events, or news that may be of interest to you 
• To carry out our obligations and enforce our rights arising from any contracts entered into between you and us, including for billing and collections
• To carry out our obligations and enforce our rights arising from any contracts entered into with our clients
• To improve our website and present its contents to you
• For testing, research, analysis, and product development 
• As necessary or appropriate to protect the rights, property, or safety of us, our clients, or others 
• To respond to law enforcement requests and as required by applicable law, court order, or governmental regulations
• As described to you when collecting your personal information or as otherwise set forth in the CCPA

We will not collect additional categories of personal information or use the personal information we collect for materially different, unrelated, or incompatible purposes without providing you notice.

Link to our privacy policy