Strategy: A 19-step lead nurture plan for a SaaS company

The client: A social media management SaaS product. Their ideal customers are freelance social media managers and small social media agencies.

The problem / opportunity: Their greatest opportunity I saw was twofold:

1) They had spent their last few years focused on content marketing, so they had hundreds of blogs to pull great email content from, and more coming every week, and

2) they had a great email marketing system ready to go, with fairly clean customer data, they had just never had the capacity to run email automations. NEVER!

I couldn't wait to get my hands on this project!

Phase 1: Determine top content for each audience and begin to put it in order of the customer journey (TOFU > MOFU > BOFU)

Phase 2: Edit forms and create surveys to gather the ICP data we need to segment based on agency vs individual.

Phase 3: Start mapping out the journey. I have my own template for mocking up email journeys including all neccessary triggers, filters, and steps like delays, PLUS the recommended content blocks in each email so my client has optimized layouts and content themes that THEY will then take and input the branded content and images they have access to internally.

Phase 4: Delivery: A 19 step email journey that gathers key customer data, serves them the right content based on their business size and the content that suits them, and nurtures them toward the ultimate goal of starting a trial or booking a personal demo.