Lead Nurturing and Drip Campaign Timings

Those of us who work daily with lead nurturing campaigns will have noticed something: there are a lot of time related terms and decisions to be made. How often should I reach out to my prospects, how long do I wait for a response before acting, how much of their past behavior should I include (can be time limited)?

I would like to propose a brief standard vocabulary for nurturing campaigns related timings to help facilitate conversations on the topic:

1. Schedule: How often your lead nurturing campaign wakes up and evaluates what it needs to do - example every Tuesday, and Wednesday at 8am
2. Cadence: How much of a gap you would like to leave between outbound touches to your prospects as defined in a single campaign - example 21 days (my preference)
3. Fatigue period: The period after the last outbound communique during which you really want to avoid hitting your prospect up with any other communication from any campaign - example 1 week. You can implement this for all campaigns by creating a dynamic exclusion list that includes anyone who received any communication from you in the past 7 days!
4. Trigger Event Date: The date that the prospect last interacted in any way that the campaign could use as a "trigger" to do something else (in a condition step for instance).
5. Trigger Period: The amount of time you allow after the program execution before you expect the condition to be fulfilled. Your trigger may be set to wait this entire period before running the condition, or it may run repeatedly "within" this period until the condition either turns true or the trigger period is used up and the result is false. Example: if prospect doesn't open email within 30 days, condition is true, etc...
6. Program Target Date: The date that a given program targeted (and sent) the last outbound communication.
7. Condition Execution Date: The date that a given condition rule executed. This is often the same date as the next program target date, but not always...
8. Explicit Wait time: Sometimes you want to add an explicit wait period after a trigger event date, or even after the condition execution date!
9. Recency: How far back do you want to look to include behavior in a condition. This is usually accompanied by a "Frequency" number - how many instances of that behavior in that time period. Example: if the prospect visited the website 3 times (frequency) in the past 7 days (recency).

 I welcome the discussion!

-Kevin

Comments

[Supra TK Society]

*Great show keep it up*_*

[air max LTD]

Which leads me to reveal my trick to render bulleted lists in TLF. The keys are: 1) The Unicode bullet character (\u2022); 2) A negative paragraph textIndent format attribute; and 3) The paragraphStartIndent attribute.*-*

[air max LTD]

Which leads me to reveal my trick to render bulleted lists in TLF. The keys are: 1) The Unicode bullet character (\u2022); 2) A negative paragraph textIndent format attribute; and 3) The paragraphStartIndent attribute.*-*

[air max shoes]

interacted in any way that the campaign could use as a "trigger" to do something else (in a condition step for instance). *-*

[air max shoes]

interacted in any way that the campaign could use as a "trigger" to do something else (in a condition step for instance). *-*

[Air Max 1]

Love the color combination on you kitchen, the table tops and the lighting is just amazing.*-*

[Air Max 1]

Love the color combination on you kitchen, the table tops and the lighting is just amazing.*-*

[Air Max 90]

The date that a given condition rule executed. This is often the same date as the next program target date, but not always... *-*

[Air Max 90]

The date that a given condition rule executed. This is often the same date as the next program target date, but not always... *-*

[Supra Skytop II]

*Cool piercing!*_*

[coach designer handbags]

Thank you for your feedback.

We will cover Autodesk Navisworks Simulate in an article very soon. You are correct, the Simulate version also has the TimeLiner feature functionality and Clash is what's unique to Autodesk Navisworks Manage (from what I understand). Said that, I apologize if my article should have indicated otherwise.

Thank you again for taking the time to submit your feedback.