1. Shannon Renz, Director of Marketing Automation
Persona Nurture Programs at a Glance
Shannon Renz, Director of Marketing Automation

2. Automated lead lifecycle nurture programs
NURTURE ENTRY POINTS
Form Fill
Events & Webinars
CRM/Marketo
Website/SEO, PR, Social, 3rd Party/Paid Media
Marketo Integration, List Upload
Existing Database, List Upload, DME
Net New Contact
Scored as Inquiry
Scored as MQL
Recycled by DME
WELCOME
INQ to MQL
MQL to TQL
RECYCLE
Persona Known
Persona Unknown or
Procurement 5-touch stream
Supply Chain 5-touch stream
Finance 5-touch stream
IT 5-touch stream or
Procurement 5-touch stream
Supply Chain 5-touch stream
Finance 5-touch stream
IT 5-touch stream or
Procurement 5-touch stream
Supply Chain 5-touch stream
Finance 5-touch stream
IT 5-touch stream or
Procurement 5-touch stream
Supply Chain 5-touch stream
Finance 5-touch stream
IT 5-touch stream
Default (Persona Unknown) 4-touch stream (progressive profiling to identify Persona)
Cadence: 1x week
Cadence: 1x week
Cadence: every 3 weekdays
Cadence: every 10 weekdays
Solution Nurtures
Three Streams: Awareness, Consideration, Decision
Solution Interest Known

3. Sample creative: Welcome stream#1 #2 #3 #4 #5
LP #1
LP #2
LP #3
LP #4
LP #5

4. Sample creative: INQ>MQL#1 #2 #3 #4 #5
LP #1
LP #3
LP #2
LP #4
LP #5

5. Sample creative: MQL>TQL#1 #2 #3 #4 #5
LP #1
LP #2
LP #3
LP #4
LP #5

6. Sample creative: Recycle#1 #2 #3 #4 #5
LP #1
LP #2
LP #3
LP #4
LP #5

7. Nurture program results
With automated nurture programs, we have seen:
454% higher click-to-open rates than “batch & blast” s (means we’re delivering much more relevant s to our customers and prospects!)
Strong 98.6% deliverability due to operational controls that suppress invalid s and monitor sender reputation
Very low 0.05% unsubscribe rate
19% higher Inquiry-to-MQL conversion rate
Marketo nurture launch