Lead Extension
ADD TO AN EVENT
Know more about your engaged leads
Lead extension is a multi-touch program that delivers quality content to an engaged list of leads. It’s a great follow-up to an in-person event, webinar, custom resource center, sponsored virtual event session or other lead generation programs, to move prospects towards deeper conversion. This program is turnkey and supports moving prospects from MQLs to SQLs and encourage audiences to take action!
- Program length: 3 weeks
- Production time: 3 weeks (worked on simultaneously with webinar/written content)
What's Included
- A series of three emails to registrants with customized messaging depending on registrant action
- Webinars ONLY: Development of an additional asset – executive briefing based on initial content – for future marketing programs
- Reporting on engagement across all assets
Useful For
Nurturing Engaged Leads from Events
Keeps your brand in front of engaged audiences with related content
Increasing Webinar + Whitepaper Value
Drives on-demand views of webinar
Prioritizing Leads
Prioritize the leads that have engaged most with your content
Frequently Asked Questions
How does this program work?
Lead Extension can be added onto a webinar, written content, etc.
Webinar Lead Extensions
The program includes a series of 3 emails deployed over a period of 3 weeks to engage the leads that were delivered in the initial program.
- 1st email (day after live webinar) – “Webinar Now Available On-Demand” (link to archived webinar)
- 2nd email (~7 days after 1st email) – “Here is a piece of content on the same or similar topic…” (client provided content)
- 3rd email (~7 days after 2nd email) – Questex created Executive Summary (mid-stage consideration asset that summarizes the key takeaways and market context from the webinar or survey) OR if not enough data to create an Executive Summary, we will promote another piece of client provided content. (client owns the Executive Summary asset at the completion of the program if one is created)
Written Content Lead Extensions
The program includes a series of 3 emails deployed over a period of 3 weeks to engage the leads that were delivered in the initial program.
- 1st email (Initial Asset) – “Download this asset to learn XYZ” (Once they fill in form, they will receive the PDF and then move forward in the journey to email #2 and #3)
- 2nd email (~7 days after 1st email) – “Here is a piece of content on the same or similar topic…” (client provided content)
- 3rd email (~7 days after 2nd email) – “Here is a an additional piece of content on the same or similar topic…” (client provided content)
What is required of the client?
Materials Due Date: Client deliverables are due 14 days prior to promotional launch.
See specs here.
Client to provide the following items:
- Webinar Lead Extensions
- A High-resolution logo
- One asset to be promoted which can consist of content that compliments or enhances the original program (the Questex-created executive summary will be the 2nd asset promoted)
- Whitepaper, Custom Resource Center, Survey Lead Extensions
- A High-resolution logo
- Up to 2-3 assets to be promoted which can consist of content that compliments or enhances the original program
What type of reporting will the client receive?
Lead activity and engagement across 3 assets promoted.
What is the timeline?
- Program launched within 3 weeks after materials are received from the client. However, will most likely be worked on simultaneously with a webinar or whitepaper.
- Program runs for 3 weeks.
How is the target audience created?
Webinars:
- Webinar registrants
- Audience members who engaged (clicked) on webinar promotions but did not register.
Written Content (Whitepapers/Infographics):
- Target audience of 30K
What is the pricing?
Recommend: $5,000
Don’t go below: $3,000
Add-Ons
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