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Exercises

 

You are Paperlike, a company that specializes in an iPad screen protector that replicates the paper experience.

One of the personas you are targeting is Alister and Alice.

A&As are illustrators eagerly awaiting their new iPad Air 2020 with the Pencil 2. They intend to use the Procreate app to start doing digital drawings and designs. They are new to illustrating in a digital environment and they have never used a device like this to draw before. They are reluctant to move away from pen and paper but believe that this might help move their work online more easily.

Scoring Leads

  • What are two different marketing activities you could do to gather leads?
  • You are creating a form associated with a piece of gated content. How would you score potential leads?
    • What would be the first three questions you would ask?
    • What would be an additional two questions?
  • What could be a few ways to score leads behaviorally (i.e., based on implicit characteristics)?

Email Campaigns

You have created leads with A&As using a bottom-of-content opt-in. The blog post is problem-oriented. The title of the post is “Becoming a digital artist,” and it addresses some of the problems illustrators face when moving to a digital environment.


Think of a series of five emails.

  • What will be the general idea of each email?
  • How can you score the lead behaviorally?
  • How do you nurture the lead toward a sale?
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