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The Definitive Guide to Lead Nurturing A Marketo Workbook  www.marketo.com
Contents  Why Should I Read The Definitive Guide to Lead Nurturing   i  Part One What is Lead Nurturing   01  Part Three A...
Why Should I Read The Definitive Guide to Lead Nurturing   There   s no shortage of information on the topic of lead nurtu...
Part One  What Is Lead Nurturing      2009 Marketo, Inc. All rights reserved.  01
Part One  What Is Lead Nurturing   Why Does My Business Need Lead Nurturing  If you   ve ever spent a single dollar on dem...
Part One  What Is Lead Nurturing   continued  Buying Has Changed Forever To make things even more challenging, the B2B buy...
Part One  What Is Lead Nurturing  The Importance of Lead Nurturing and Thought Leadership in Branding  Marketing and Sales...
Part One  What Is Lead Nurturing   continued  Lead Nurturing for Existing Prospects  The Return on Investment of Lead Nurt...
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Part Two  Lead Nurturing Basics     2009 Marketo, Inc. All rights reserved.  07
Part Two  Lead Nurturing Basics  Basic Lead Nurturing Campaigns Let   s explore how to develop a lead nurturing program at...
Part Two  Lead Nurturing Basics  continued  Incoming Lead Processing Campaigns Lead nurturing is no different than buildin...
Part Two  Lead Nurturing Basics  How to Establish Permission for Nurturing Incoming Lead Processing campaigns are also the...
Part Two  Lead Nurturing Basics  How to Establish Permission for Nurturing In other words, permission comes first and fore...
Part Two  Lead Nurturing Basics  Determine Preferences Fine-tuning your nurturing approaches can often be as easy as direc...
Part Two  Lead Nurturing Basics  continued  Stay in Touch Campaigns    Stay in Touch    campaigns are useful for all prosp...
Part Two  Lead Nurturing Basics  Buyer Roles As you   re developing your personas, keep in mind that they must work for th...
Part Two  Lead Nurturing Basics  Content Buyer roles and buying stages come together with your content. Lead nurturing is ...
Part Two  Lead Nurturing Basics  Timing Successful lead nurturing depends on getting the frequency of communication right....
Part Two  Lead Nurturing Basics  continued  Developing Your Stay in Touch Campaign Matrix The goal of this matrix is to pr...
Part Two  Lead Nurturing Basics  Buying Roles Insert Buyer Roles. Let   s use the roles suggested by SiriusDecisions. Stag...
Part Two  Lead Nurturing Basics  continued  Content Finally, let   s map your content into the cells of the matrix. For ea...
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Part Three  Advanced Lead Nurturing     2009 Marketo, Inc. All rights reserved.  21
Part Three  Advanced Lead Nurturing  In Part One, we defined lead nurturing        the process of building relationships w...
Part Three  Advanced Lead Nurturing  continued  Accelerator Campaigns Accelerator campaigns are campaigns that attempt to ...
Part Three  Advanced Lead Nurturing  Develop multiple accelerator paths based on prospect interest level and buying stage ...
Part Three  Advanced Lead Nurturing  Lead Lifecycle Campaigns Lead Lifecycle campaigns maximize marketing   s investment i...
Part Three  Advanced Lead Nurturing  Lead Recycling As you   ll recall, Incoming Lead Processing campaigns are used to det...
Part Three  Advanced Lead Nurturing  Lead Recycling When leads are recycled, you can either put them back into one of your...
Part Three  Advanced Lead Nurturing  New Customers When an opportunity is closed and won, it is a great opportunity to put...
Part Four  Calculating the ROI of Lead Nurturing     2009 Marketo, Inc. All rights reserved.  29
Part Four  Calculating the ROI of Lead Nurturing  In Part One of the Definitive Guide to Lead Nurturing, we learned the va...
Part Four  Calculating the ROI of Lead Nurturing  continued  ROI Calculation One  The Impact of Lead Nurturing on Prospect...
Part Four  Calculating the ROI of Lead Nurturing  Next, let   s calculate how lead nurturing impacts the conversion betwee...
Part Four  Calculating the ROI of Lead Nurturing  Your Turn Now it   s time to plug in your own numbers. Before Nurturing ...
Part Four  Calculating the ROI of Lead Nurturing  ROI Calculation Two  Lead Nurturing Impact on Opportunities Won Most com...
Part Four  Calculating the ROI of Lead Nurturing  Your Turn Now let   s see how your company is doing and how it might imp...
Conclusion  Lead nurturing is the process of building relationships with qualified prospects regardless of their timing to...
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