Nurture leads that are not yet ready to buy
You can use Logical Campaigns to nurture those leads that have "shown interest" in what you do, but are not yet ready to buy.
Logical Campaigns are automated and work on a "1-to-1" basis. A "smart response", a telesales agent or a sales person can easily put a prospect into a logical campaign, which will start for that prospect the next day. The logical campaign will then send out a series of high value offers at a pre-set frequency.
If the prospect responds to any of these offers, then you would be notified by an email alert. They will then know that the prospect is "back in the game" and can follow them up now that renewed interest has been demonstrated.
Each campaign is known as an element of the Logical Campaign. These campaigns are multi-channel, which means they can include emails, phone calls and direct mail.
In general, you would create a Logical Campaign for each stage of the Buyers Journey.
Logical campaigns self-adjust
A key feature of Logical Campaigns is that they are able to re-adjust themselves according to the behaviour of the Prospect and the "Logical Rules" of the campaign.
Logical campaign example
In the example shown in the screen shot below, the first campaign (M001) will be sent out. The system will then wait 7 days (the interval) before deciding what to do next. In this case, the system would check to see if the prospect has responded to the second campaign (M002). If not, then the system will action that campaign element. But if the prospect has already responded to the M002 campaign, then the system will skip to the next element of the campaign, which is a telesales call (T001).
The Logical Campaign will continue until it runs out of campaign elements.
You can easily create lead nurturing campaigns that last for 6 months or more!