Lead Nurturing Template

The Lead Nurturing Template creates a workflow for lead nurturing campaigns. After you create a workflow based on this template, you can edit the workflow to customize it according to your business needs. See Creating a Workflow from a Workflow Template.

The template requires you to specify a campaign email address to be used as the return address for emails sent by workflows based on this template. Additionally, if you have the Subscription Categories feature enabled, you must specify a subscription category for the template. Marketing is selected by default.

The Lead Nurturing Template implements the following rules:

The workflow initiates on any create event on a lead record.
If the lead record’s status is changed to Closed Won during the workflow, the record transitions to Exit after the Webinar Invitation and Email Case Study steps.

Several permissions are required to use this template:

Lists:
- Marketing Campaigns
- Marketing Templates
- Customers
Setup:

Set Up Campaign Email Addresses

Workflow Definition Properties

The following table describes the workflow definition properties for the Lead Nurturing Template’s workflow definition:

Section	Property	Value
Basic Information	Record Type	Customer
	Sub Types	Lead
	Execute As Administrator	unchecked
	Release Status	Not Initiating
	Keep Instance and History	Only When Testing
	Enable Logging	checked
	Inactive	clear
Event Definition	On Create	checked
	On View or Update	clear
	Condition	None
	Trigger Type	After Record Submit

Section

Property

Value

Basic Information

Record Type

Customer

Sub Types

Lead

Execute As Administrator

unchecked

Release Status

Not Initiating

Keep Instance and History

Only When Testing

Enable Logging

checked

Inactive

clear

Event Definition

On Create

checked

On View or Update

clear

Condition

None

Trigger Type

After Record Submit

Workflow Fields

The following table describes the workflow fields in the Lead Nurturing Template’s workflow definition:

Workflow Field Name	Description
Webinar.Response	Stores the lead’s response to the webinar invitation email.
CaseStudy.Response	Stores the lead’s response to the case study email.

Workflow Field Name

Description

Webinar.Response

Stores the lead’s response to the webinar invitation email.

CaseStudy.Response

Stores the lead’s response to the case study email.

States, Actions, and Transitions

The following table describes each state in the Lead Nurturing Template’s workflow definition and the actions and transitions in each state:

State Name	Actions	Transitions
Webinar Invitation	Send Campaign Email. Sends an email to the lead record with an invitation to the webinar when the record enters the state. This invitation includes a link to an online registration form. Subscribe To Record. If the lead clicks a link in the email, the campaign email response record is updated which triggers the workflow to transition to the next state.	Transitions to Wait 1 Day if the lead clicks a link in the webinar invitation. Transitions to Industry Comparison if the lead does not click a link in the webinar invitation within 14 days. Transitions to Exit if the lead’s record is converted to be a customer during the workflow.
Industry Comparison	Send Campaign Email. Sends an email to the lead record containing industry comparison information when the record enters the state.	None. The lead exits the workflow at this state.
Wait 1 Day	None. The state includes a 1–day delay before transitioning to Email Case Study.	Transitions to Email Case Study after 1 day.
Email Case Study	Send Campaign Email. Sends an email to the lead record with a link to a case study when the record enters the state. Subscribe To Record. If the lead clicks a link in the email, the campaign email response record is updated which triggers the workflow to transition to the next state.	Transitions to Wait 3 Days if the lead clicks a link in the case study. Transitions to Free Trial Offer if the lead does not click a link in the case study in 7 days. Transitions to Exit if the lead’s record is converted to a customer during the workflow.
Free Trial Offer	Send Campaign Email. Sends an email to the lead record with a free trial offer when the record enters the state.	None. The lead exits the workflow at this state.
Wait 3 Days	None. The state includes a 3–day delay before transitioning to Customer Testimonial.	Transitions to Customer Testimonial after 3 days.
Customer Testimonial	Send Campaign Email. Sends an email to the lead record with a customer testimonial when the record enters the state.	Transitions to Exit to complete the workflow.
Exit	None. The record completes the workflow in this state.	None. The record completes the workflow in this state.

State Name

Actions

Transitions

Webinar Invitation

Send Campaign Email. Sends an email to the lead record with an invitation to the webinar when the record enters the state. This invitation includes a link to an online registration form.
Subscribe To Record. If the lead clicks a link in the email, the campaign email response record is updated which triggers the workflow to transition to the next state.

Transitions to Wait 1 Day if the lead clicks a link in the webinar invitation.
Transitions to Industry Comparison if the lead does not click a link in the webinar invitation within 14 days.
Transitions to Exit if the lead’s record is converted to be a customer during the workflow.

Industry Comparison

Send Campaign Email. Sends an email to the lead record containing industry comparison information when the record enters the state.

None. The lead exits the workflow at this state.

Wait 1 Day

None. The state includes a 1–day delay before transitioning to Email Case Study.

Transitions to Email Case Study after 1 day.

Email Case Study

Send Campaign Email. Sends an email to the lead record with a link to a case study when the record enters the state.
Subscribe To Record. If the lead clicks a link in the email, the campaign email response record is updated which triggers the workflow to transition to the next state.

Transitions to Wait 3 Days if the lead clicks a link in the case study.
Transitions to Free Trial Offer if the lead does not click a link in the case study in 7 days.
Transitions to Exit if the lead’s record is converted to a customer during the workflow.

Free Trial Offer

Send Campaign Email. Sends an email to the lead record with a free trial offer when the record enters the state.

None. The lead exits the workflow at this state.

Wait 3 Days

None. The state includes a 3–day delay before transitioning to Customer Testimonial.

Transitions to Customer Testimonial after 3 days.

Customer Testimonial

Send Campaign Email. Sends an email to the lead record with a customer testimonial when the record enters the state.

Transitions to Exit to complete the workflow.

Exit

None. The record completes the workflow in this state.

Workflow Definition Properties

Workflow Fields

States, Actions, and Transitions

Related Topics