---
title: "Lead Nurturing Guide: 7 Steps To Set Up Your Next Campaign"
url: https://burnaze.com/article/1284b8a3-f757-4e85-a1b5-0a133ef5902e
source: "Franchising.com"
original_url: https://www.franchising.com/articles/lead_nurturing_guide_7_steps_to_set_up_your_next_campaign.html
author: "Eddy Goldberg"
category: "Marketing"
industry: "Business Services"
segment: "Marketing"
topics: ["Technology","Marketing"]
published: 2022-06-15T09:00:00.000Z
modified: 2026-11-01T02:07:56.057Z
image: https://imgs.franchising.com/art/articles/6866_plate.jpg
---

# Lead Nurturing Guide: 7 Steps To Set Up Your Next Campaign

**TL;DR:** Act-On released an ebook titled "Lead Nurturing Guide: 7 Steps Toward Setting Up Your Next Campaign" to help marketers establish lead nurturing goals and create effective lead scoring programs. The guide provides 7 steps to set up a lead nurturing campaign, including defining a goal, creating buyer profiles, and developing personalized content.

*By Eddy Goldberg, originally published in Franchising.com on 2022-06-15. [Read the original](https://www.franchising.com/articles/lead_nurturing_guide_7_steps_to_set_up_your_next_campaign.html).*

## Story

Nurturing leads is a delicate balance between science and art, technology and human touch, automation and customization. An ebook released earlier this year from Act-On, “Lead Nurturing Guide: 7 Steps Toward Setting Up Your Next Campaign,” is available as a free download. The download page claims the guide will help marketers to establish lead nurturing goals, create buyer profiles, develop effective lead scoring programs, segment your leads, develop personalized content, create lead nurturing campaigns, measure and track campaign results, and test and optimize your campaigns.

From the intro: *If your company’s mission is to improve ROI, you probably invest countless hours in generating qualified leads. But, despite these efforts, chances are your organization is probably struggling to seal the deal and not seeing the type of results you want or need. That is because there is a huge difference between leads that are “qualified” and those who are “ready to buy.”

To be more concise, a qualified lead doesn’t always lead to a conversion.* Here are the 7 steps. For more on each, check out the ebook.

1) Define a Goal for Your Lead Nurturing Program 2) Create a Buyer Profile(s) 3) Develop a Lead Scoring Program and Segment Your Leads 4) Identify and Develop Content 5) Set Up Your Program and Choose a Cadence 6) Get Started and Measure Your Results 7 ) Don’t Forget To Test, Review, and Improve!

## Entities

- Franchising.com (publication)
- Business Services (sector)
- Eddy Goldberg (person)
- marketing campaign (topic)
- lead nurturing (topic)
- content development (topic)
- buyer profiles (topic)

---
Originally reported by Eddy Goldberg, Franchising.com (https://www.franchising.com/articles/lead_nurturing_guide_7_steps_to_set_up_your_next_campaign.html). Summarized by Burnaze (https://burnaze.com/article/1284b8a3-f757-4e85-a1b5-0a133ef5902e).