Janice Harter | LeadCentral Help

Preparing Webinar Leads for Import

Are you hosting a webinar and plan on collecting leads from all stages of the webinar process? Specifically do you want to collect the registrations, the webinar attendees, as well as from the on-demand webinar posting? If this is the case we have outlined steps to follow to ensure all the leads are captured and coded in a consistent manner for post event reporting. Click here to see the webinar program process.

Making the Process Live

Steps to Turn the Process On

Once testing is completed you can turn your process on. The following steps walk you through this step.

In Automation, Click on the process name on the left side of your screen and Edit Process (1) after the process is opened.
Click on Reset Count (2) at the top of the screen.
Click the Save button (3) at the top of your Edit Process Screen.
Open each Prospect Email in your process and remove name token (the ::Name:: code) from subject line of emails. To open your prospect email click on the process name and each of the white envelopes on the left side of the screen. Each envelope represents a prospect email.
Click on the Landing page icon on the left side, blue bar, and click “Clear Data Log“
Click on the Process Name on the left side of your screen.
On the Process Summary Screen, remove test list (1), by clicking the trash can next to the list name on the screen
Click Add Target List (2) to add your created Target List for this process.
On the Process Summary Screen, take the process off of Test Mode (3) by unchecking the test mode check box.
Under Redirect all Process emails (4) change the radio button to No and remove the override email address
Change the process to Active=Yes (5) by clicking on the radio button by Process Active
On Process Run Schedule (6), select Manual Execution Only.
Set a Next Scheduled Run date and time (6) under the Next Scheduled Run Time box
Click Manually Start Process button (4).
Click Save Changes at the bottom of the Process Summary screen

Once the process has started you will see numbers appear in the Start Block and the first Action Block, a wait block, in your process. The wait block is there so that when a process is started with a target list you can see how many names will be processed. The count that you see should be slightly less than the target list as a name could be suppressed via the suppression list. If the count looks extremely high you can stop the process by changing the process to Not active. You do this by Opening the Process Summary screen and selecting Process Active No and select Save changes.

If you have carefully created the target list and checked the counts then once you have started the process the count should be correct and you will not have issues.

Your Final Step

If your lead counts look correct, on the Process Summary page

Change the Process Run Schedule from Manual Execution Only to Daily
Set a Run Scheduled Date and Time
When you are done Click Save at the bottom of the screen.

Testing a Target List Based Process

The final step is to test your new process. Testing a target list based process is different than testing a project based process. A target list based process is run against a target list, a group of names not necessarily in one project. The process starts when it is turned on and the process runs through every contact in the target list. As new leads are added that match the list criteria, those leads run through the process the next time it runs.

The first step to testing your process is test the Test your Email Template Content. We are assuming that you have completed this step when you entered your content. If not we recommend you go back and review the content so when you are testing the process you can concentrate on the process not the email content. If you haven’t done so already go back and modify the subject line of each email with ::Name:: at the front. This helps in testing.

Steps to test the Process

Put the process in test mode (1)
Set the test time at 5 minutes minimum (a longer wait is fine if desired) (2)
Set Process Active radio button to Yes
Choose a Run Schedule of Manual Execution Only (3)
By Redirect all process emails. click yes and enter a redirect email address (If you do not enter a redirect email address leads will be sent to sales) (4)
Verify the process is using a Test List as your target list. (5) There are test lists set up for you in the List Templates folder. “Testing1 Automated Nurture Playbook Template”, if you need to add the list to your project, click Add Target list button and look under the group “List Templates”. To select the list you want enter a check in front of the list name and click Save.
- There are two test lists in the List Template Folder. Contacts can only be run through a process once so if you need to test the process more than once the test list will need to be changed to “Testing2 Automated Nurture Playbook Template”
- If you want a larger group of names in your test list, for example if you are testing a process with 6 emails you can add both Test lists to your process, “Testing1….” and “Testing2….”
A Suppression list is needed for the process to run – there is one on your defaulted on your project “Master Suppression Playbook Automation Processes” If it is accidently removed click Add Suppression List button and look for this list name under “Suppression Lists”
Click Manually Start Process Button to begin testing.

The Testing Process

Once the process is started you can utilize the testing template created to help walk you through the steps of testing a process. The leads that are created will appear in your project, assuming you set up the landing page links utilizing the “Copied” function.

Leads that are generated in your testing will be added to your project. As long there is an email address in the Redirect all process email section (4) then sales will not be notified of the leads.

Copying and Editting a Target List

Although it is possible to create a target list from scratch we have simplified the process and created a template for you. Utilizing the template will allow you a start on your list with the ability to just make edits, simplifying the process. We recommend you copy the List Template, do not edit it!

Copy the Target List

Open the Target List application (click on the text Target List in the top blue bar in the Marketing Resource Center)
On the left side of the screen open the TargetGroup “List Templates”
Right click on Automated Nurture Playbook Template
Left click on Copy List
You will get a pop up that says “Automated Nurture Playbook Template is Copied to your ClipBoard”, Click OK
Right click on the Target Group that you want to paste the list into. We recommend Pasting your list into the group “Automated Nurture Lists” Left click on Paste List in the pop up.
A pop up message will appear that says “Do you really want to paste…” Click OK to complete the paste process
The list will be copied in the TargetGroup you selected. The list name will appear as “Copy of Automated Nurture Playbook Template”
Left Click on your new list in the blue bar, the list summary will appear on the right side of the screen in the Target Summary
Edit the List name, update the description and comments, finally click Save.

Edit the Target Definition

The next step is to update the target definition for your specific project. The list template includes all the default features that we think you may need. This process allows you to add specific groups of names to the list and have certain names excluded. Any of the defaults can be removed but we anticipate you will want to add criteria and leave the defaults in place.

The defaults that are included in the list template and can be seen in the list are summarized below:

Country (United States and Mexico)
Last Email Opened (meaning the contact opened an email sent them in the last year)
Import Date (when was the lead added to the system)
Unsubscribe (eliminate anyone that has opted out of these communications)
Competitors are Removed
Invalid emails are removed
Internal Contacts are removed
Media Contacts are removed
Specific Countries are removed

The final step is to add names to your list as desired. The template is set up so that you should have to add criteria to add in the contacts you want to contact. You will want to edit the first option, Lead/Contact Value, List_Source. This line item was set up for the template and meant to be edited for your purposes. The Criteria Type Definitions are defined here. That site defines how to create a list, you will find useful information on your list creation. The Criteria Types are defined.

When you are done adding criteria to your list, click Save at the bottom of the screen. On the Target summary page you can calculate the list count as well as preview the list of names generated. You can keep modifying the list as necessary until you are getting to the appropriate name or counts and list of names you want to target.

Enter Email Content

The email templates from the process you copied are in the newly created process. Edits can be made to the made to the emails in the new automation process and will not affect the original process.

In Automation click the plus next to the Process Group (1) where your new process resides. Click the plus by your new Process (2). You will see the icons indicating the attached landing pages, and the email templates. The white envelopes are the prospect template (3) the red envelope is the sales email (4).

First add the content to your Prospect emails

Click on the first white envelope in the list, on the Email Summary tab edit the Document Name. It should be a name that makes it clear on the purpose of the email.
On the email summary screen the subject line should also be listed. This is the subject line seen by the customer
When you are testing the process we have found that it is helpful to start the subject line with ::Name:: followed by the actual subject line. That is you will know which email you are testing and the steps you want to follow based on the testing template. This template will be discussed later.
If desired you can also edit the from address, from name, reply to email and reply to name. The values in these fields are copied from the email template but can be edited.
After your edits are done on the Email Summary tab click Update.
Click the Edit Email tab to modify the content. The templates are email wireframes so you just need to enter the text, insert webinars and hyperlinks. The templates are designed so there is a draft of the content which should help to give recommendations on the content that can be entered. You can completely change the content, the draft is just a recommendation.
If you are linking to a landing page in your email template with list based processes make sure to add the “copied” function.
- The purpose of the Copied is function is so that you will create a new lead, since you will need a new lead created and added to your project. If you update an existing leads you won’t be able to track the lead results in your project.
- When you are linking to the landing page make sure you know the correct Landing page id. If you are utilizing the link function to find the landing page you will be fine as the tool will point to the page in your Campaign/Project. You can also verify the URL with the one you wrote down when you were editing the landing page.
When you are done make sure to click the Update at the bottom of the screen
Test the email from the Email Summary tab. If you need additional instructions on how to test the email message view this page. The main goal here is to make sure the content is correct, links are correct and open to the right pages.

Enter Project content into your Sales Email

The sales email is a standard sales email. It is set up so it should work with all your projects, you won’t need to add general detail. If you want to add special instructions or change the basic content of this email you can to the sales email in Automation. You cannot edit the sales email in Campaign Management. You will need to add a source description, we recommend we do this in the project found in Campaign Management.

Updating the Source description

The simplest method is to enter your source description to the project in campaign management as that content will copy over to Automation. To do this click on Campaign Management at the top of your screen, find your project expand it by clicking on the plus next to the project name, click on the “Source Description” text in the blue bar on the left side of the screen. Type your content into the Source Description box. The Source Description can be added to replace the :$:Source Description:$: code on the sales email in automation. However you don’t need to what is in the project will copy over to Automation.

There is a draft source description in your project in campaign management. Using this should help you determine what things you may want to include in your description. You can find more details on what to put in a source description and where to add it here.

Editing a Landing Page

The landing pages from the process template you just selected to be copied will be copied to your newly created process. The good news is you don’t need to start from scratch you can utilize these templates for your new process.

So what is next?

Where can I find my pages? The landing pages to edit for your new process will show up in the newly created project and in the newly created process. The pages are the same just accessible from both places. You can change the content in either place.
- To find the page in Campaign Management click on the Project Name on the left side of your screen and click on the plus sign
- If you do not see your project change the filter on the top of the screen from Active Projects to all Projects and click Filter Project to see more options
- Click the plus on your Project Name to see the Landing Pages. Landing pages have the familiar yellow and blue icon.
- When you open the project you will see the Source Description as the final item on the list. In the next step when you are editing content you will be adding this Source Description.
Write down the URL of the landing page – You will need this when entering your email content.
Rename the landing page to match your process name – This will help in eliminating confusion later and make sure reports are clearer
Is editing a page in a process different than editing a “normal landing page”? No making edits is the same as any other time you would make edits to a landing page. To make your changes, open the landing page and make the necessary edit changes. If the page is a custom page then follow the editing rules of changing a custom html landing page. If your page is utilizing a wireframe and you need help with adding content or making edits then follow landing page wireframe editing standards (look at step 3 and below).
If you need to completely change the content or want to change the look or the page do not delete the page. The easier path is to either completely remove the html on the landing page and the thank you page and paste in the new content. Or you can change the landing page wireframe, this can be done on the landing page summary. Sometime changing the landing page wireframe after one is already attached to your landing page can confuse the browser so if you have problems please contact your project manager.
Do not forget to change the thank you page content. You want to make sure you are pointing to correct offer. As a reminder you can change the text on the download button when adding a hyperlink.
The final step is to test your landing page. Since the page copied is a working page the most important thing will be to review the content. Instructions on testing landing pages can be found here.

Note that if you are linking to a landing page in your process make sure the link in the email is utilizing the “copied” function. This function will ensure a new lead is created for anyone that clicks submit on the landing page.

Copying a Process Template

The first set is to choose a process to copy from the process templates available and create a project where leads generated will be placed. The good news is this is menu driven and can be done in one step.

The first step is to open the Marketing Resource Center, choose Automation from the tool bar on the top of the screen. The tool bar referenced is immediately below the logo and the Marketing Resource Center title. It says Tools, Database Campaign Management, Scoring, Automation, Target Lists etc. Choose Automation.
In the blue bar on the left side of the screen click on the plus next to the group name: Playbook Process Templates by doing this you will see the processes in the group. These processes are templates an in place as a starting for your automation processes.
To view the processes click on the process name. The description of the process is shown the right side of the screen after you click on the process name. Under the process name is a description of the process this will help if you have questions on which process to choose. If you click the Edit Process Tab you can view the process and the details of what is included.
Right Click on the process name in the blue bar on the left side of the screen that you want to copy. When you do this you will see a pop up box that says Copy Process Delete, Process or Add Template. Left click on the Copy Process option.
A pop up box entitled Copy Process will appear. A screen shot of that pop up window is shown on the right.
- First choose a Process Name for your new Process Name and place it in the New Process Name box (The process name will appear in the blue bar when you are in Automation)
- Select a Process Group from the drop down where you would like to place your copied process (Group your processes so they are easy to find)
- Enter a Name for the New Project where the leads will be tracked. The project name should be clear and concise but detailed enough so if you went back and looked for it a year from now you could find the project easily. (This is where the leads will appear, the project name is found when you are logged into Campaign Management)
- Select a Campaign from the Campaign Name drop down to list where you want your new project placed.
When you are done with the above steps click the Copy Process and Project button. Click Cancel Copy if you changed your mind or no longer want to copy the process and create the project.
- If a missed one of the four fields necessary to copy the process and create the new project you will get a red message at the top of your Copy Process pop up window. The message will tell you missed a required field and which one. If this happens enter the missing information and click the Copy Process and Project button again.
- Do not click the Copy Process and Project button twice. Look at the tab button to see if there is a scrolling icon this will tell you the process is still being copied and the project being created.

Next Step After the Process is Copied

When the process is copied it will appear on your screen open on the right side of your screen.
- Under the Process Summary Tab make sure the process is not active. There is a radio button in the middle of the screen, Process Active yes or no, confirm it is set to no.
- Next edit the description and comment section on the process summary tab top of the screen. It is important to keep the description clear and up to date. This will help you in the long run keep track of what the purpose of the process is.
- Finally click the Save Changes button at the bottom of the screen. You may have to scroll down to see it. When the process is saved you will get a pop up that says “Process Updated successfully!” Click OK.
Click on the Campaign Management at the top of the screen in the blue bar. (The tool bar is described in step 1)
- On the top left side of the screen change the drop down to “All Projects” and click the Filter Project button.
- Find and open your project in Campaign management. To do this you will need to click on the plus by the campaign name.
- Click on the project name to open the project, it will appear on the right side of the screen.

3. Review the project set up details

Is the Project name and Lead Source name correct? Modify each of these fields as necessary.
Update the Division
Update the Source Type
Are you assigning to the correct contact? (Lead Distribution)
Is the default grade correct? Rules can override the grade in the project, that means the grade may be Nurture in the project as if someone fills out a landing page the lead will be regarded when that lead is submitted.
The sales email is sent by the process so it is not needed in the project.
You do need a Source Description. Find the text “Source Description” on the left blue bar under your project to enter this description.
If you made modifications click Update at the bottom of the screen.

You are ready to go to the next step and enter the content for your landing pages used in the process.

Project Goals and Logic

The first step to any project is to determine your goals for the project. For example are you looking to get x% of people to read about your event, do you want x# of registrations. Your goals should be measurable so after the project is complete you have concrete examples of the end result.

After the goals are set work backwards to determine how large your target audience is and what response rate you will need from that group in order to reach your lofty goals. Also lay out in general terms what the steps will be to reach the end result.

For example if you planning on sending 3 emails to generate interest in the event, outline what the topic of each email will be. Here is an example:

Email 1: Introduce the event, the date and what the benefit is for the customer to attend, include a link to the event incase someone wants to register immediately

Email 2: Provide an agenda of the event, and bios on the speakers, again include a link so the customer can register

Email 3: Include full event details, push the urgency of the event as it is coming up soon. Do you want to include the option for a registrant to tell a co-worker about the event?

Timing: How far out is the event, what is the timing you want for the emails to go out

Target: What are the characteristics of the people that you intend to market to, who will most likely attend

Other Resources: Is there anyone else that you need to reach out to that can help you write the emails; product experts that you want to include quotes from; Event speakers that you can include a bio.

This is just a general outline of ideas to get you started on writing your project goals and creating the outline so you can stay organized.

Post Webinar Goals & Logic

Webinars can generate a lot of leads the critical step is efficiently and quickly following up on the leads following the event as well as collect new leads from people registering to see the webinar on-demand.

A post webinar process would be used after an event to send out unique emails to each contact depending on if they were able to attend the webinar or if they registered but were not able to attend. The customers that attended are provided an additional offer. The customers that did not attend receive a link to the on demand webinar. Everyone is given the option to download the slides, a whitepaper, and get help from a local expert. The contacts that request assistance are immediately put in the hands of a sales person. If a contact registers to watch the on-demand webinar and they had never heard or registered for the live event they can be added to the process.

Sales Call to Action Email

The sales call to action is a message detailing how the lead was created, what the customer expectations are, and how the sales person should handle follow-up. Providing the sales person what they need to effectively have a conversation with the prospect will help them follow up more quickly and have a more productive conversation with the lead.

This message should include the information that the prospect received, whether it as a document the prospect received or an event he/she attended. The message should also include a link to what the prospect received to the sales person can easily find and review it.

You can also provide links to additional material for the sales person to provide the customer, such as whitepapers, product information, or a schedule of upcoming events.

This Sales Call to Action is included in the Email to Sales and called the Source Description. The sales email template has basic information in it such as the prospect’s contact information, the lead grade, and a link to the lead online for complete detail of the information collected. Every lead should have a Source Description even if the lead is not immediately sent to Sales. This is because the Source Description can be seen from the Lead Detail sheet at all times. If the lead is reassigned, the source description will be sent to the new contact.

When creating a new project, you have the opportunity to select a Sales email template in the Customer Communication section of the project set up. For more detail on the options in the Customer Communication section setup look under Project Setup Instructions. In the For the Sales Template the (1) Default Sales Template should have been chosen.

In the Marketing Resource Center in your project listed on the left side of your screen click the plus to see the email templates set up for this project. You will see a drop down list similar to the Image shown here for the project Tradeshow ABC 2015. Under the project name you will see your project has an item titled (2) Source Description. The red envelope is the sales email template. If you wish to view the contents, click on the red envelope but do not change it. The Sales Template has general information notifying the sales person they have been assigned a lead and general details on the lead as well as a link to the lead itself. If you want to change the template, contact GrowthPoint.

When you click on the words (2) Source description you will see a (3) text window where you can type in the content. Basic formatting tools are available, as well as the Hyperlink Manager if you want to add any links. When you are done adding your content click (4) Update.

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