Testing Roadmap Example - Tradeshow Lead Nurture

Document created by e45b854943b7d76d00fcfcfd3e52ed73788dfd9b on Jan 29, 2016Last modified by megan.truett on Jan 5, 2018
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this is an example doc used in this post that shows how to create successful nurture programs

 

Lead Nurture: Tradeshow Prospects (EXAMPLE)

Overview

4 touch email campaign for new tradeshow leads, to encourage product adoption.

Hypothesis

By sending a 4 touch email nurture to our tradeshow leads, they will be more likely to create an account than if they weren’t sent it. By staying top of mind after the tradeshow is over, leads will be curious to explore what Optimizely can offer.

Baseline Conversion

Out of all tradeshow leads created last year (10,000), 20% of them created an account (2000).

Goal

Increase create account conversion by 15% (2300 leads for current year)

Baseline conversion = 20% (2000 leads)

Audience

New leads coming from tradeshows. (target audience around 10k leads for this year).

Content

Cadence: 1x week over 30 days

Email Content

Notes

Attachments

    Outcomes