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Lesson 3: Part 1 – Acquisition & Nurture Journeys

Acquisition & Nurture Journeys are a key part of any business – regardless of whether it is e-comm, SaaS or info/education. The second a lead is acquired, you’ll want to begin nurturing that individual with timely messaging that is unique to their wants & needs and encouraging key actions within your business models.

To nurture these leads as robustly as possible you’ll want to deploy a few simple but really effective strategies such as:

  • Segmenting: By understanding both how & where a lead was acquired you can use that data to predict, to a degree, what that individual will most likely be interested in. This can be everything from the promo/offer that they signed up for, the page/URL on which they were acquired, the product or product category – the ad campaign or UTM etc. All of these can be used to better understand your lead before the first email hit the inbox.
  • A/B Testing: Every little change will have an impact on how people engage with your brand. Testing different elements, such as sender name, subject line and the content copy is critical to maximizing engagement during the nurturing process. Even the slightest change can have a big impact – so setting up consistent testing is paramount to driving successful nurture campaigns.
  • Enrichment & Dynamic Retargeting: We will cover these in later lessons – but the short form here is that you can quickly add leads into dynamic audiences for Facebook and Google, and easily into specific marketing campaigns, again based on acquisition criteria.

Once the lead is properly segmented, you’ll want to sync it over and whatever relevant data you have to your CRM. This will include things such as Lead Source, Lead Status, Contact Details etc. Most of this will be automated of course, but some custom fields and criteria which is unique to your business will need to configure on both ends, and appropriately “mapped”, meaning the custom fields you create in Autopilot or Pipedrive (or whatever CRM you are using) are properly synced and the data ends up where it needs to go. 

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