Lead Nurturing Campaigns
Lead nurturing campaigns offer an alternative to traditional email blasts. Sometimes referred to as drip marketing campaigns, these campaigns use a series of targeted messages sent based on each lead's response. Lead nurturing campaigns enable you to focus effort on the leads who express interest in your marketing messages, gradually moving them toward becoming customers.
For example, fictional company Wolfe Electronics sends a webinar invitation to each new lead identified as being in the software industry. One day after the lead record is created, NetSuite uses the marketing template Webinar Invitation: “Trends in Internet Security” to send an email message.
Lead nurturing campaigns can use the NetSuite Workflow Manager. Workflow Manager lets you customize the criteria used to determine who receives each campaign message. You can determine the timing of these messages, and the actions or responses that trigger subsequent email.
You can also use SuiteScript to send lead nurturing campaigns. For more information, see N/email Module.
To see complete steps for creating the lead nurturing campaign example above, see Lead Nurturing Workflow. Read Configuring Your Lead Nurturing Workflow for help on applying the sample workflow to your own lead nurturing campaigns.
Before you create a lead nurturing workflow, an administrator must first enable the Workflow feature. Go to Setup > Customization > Scripting > Enable Features > SuiteCloud subtab.
To create a lead nurturing campaign, complete the following steps:
-
Map out how your company's lead nurturing campaigns work. For more information, see Configuring Your Lead Nurturing Workflow.
-
Create the email templates to be used in your lead nurturing campaign. For information, see Creating an Email Marketing Campaign.
-
Create a lead nurturing campaign record. For information, see Creating a Lead Nurturing Campaign
-
Set up a lead nurturing workflow.
For a detailed sample lead nurturing workflow, see Lead Nurturing Workflow. Creating workflows requires the Workflow permission.