21-Day Follow-Up Campaign Day 1: Evaluation: Over 65 points? Day 2: Make Phone Call and Send First Email Day5: ContentOffer Email (invitation to receivemore content) Day 9: Phone Call Day 16: Email Day 21: “Recycle” If the prospect does not engage actively, they then receive “Stay In Touch Campaigns.” 2. “Stay in Touch” Campaigns These campaigns build relationships with leads needing time to “ripen,” who aren’t yet ready to actively engage with sales. Also known as a “drip campaign,” Marketo sends relevant and useful small pieces of content to leads over time. This builds trust with leads, helps them move along in their buying cycle, and reminds leads to contact Marketo first when the buying cycle becomes active. Nurturing leads isn’t just about making lots of touches—quality is more important than quantity. Marketo’s Five Tips for Effective Lead Nurturing: Make it valuable to them, not just you Make it bite-sized Match your content to buyer profiles Match your content to buying stages Get the timing right