Learn how to use Act-On’s pre-built Lead Nurture Journey automated program to guide new leads from awareness to readiness - no setup from scratch required.
Quick Reference (Advanced Users) – Click to Expand
- Location: Content > Catalog > Programs
- Template Name: Lead Nurture Journey
- Typical Duration: 2–3 weeks
- Trigger Example: Form submission or new lead with score 0–10
- Exit Criteria: Lead reaches qualified score (e.g. 40+)
- Assets Needed: 5 nurture emails, source and qualified lead segments
What This Program Does
When someone fills out a form (for example, signing up for your newsletter or downloading a resource), they may not be ready to talk to Sales just yet. A Lead Nurture Journey - also known as a drip campaign - helps you stay in touch by delivering value over time, building trust, and guiding leads toward becoming customers when they’re ready.
You can adjust this journey at any time: add more emails, change wait steps, or include branches that fit your business goals. If you’re just getting started, this pre-built program gives you a solid, plug-and-play foundation.
Step 1: Start with the Template
To make setup easier, a complete template is available in your account.
- Go to Content > Catalog > Programs.
- Select Lead Nurture Journey.
- Choose the folder where you want to save it.
- Click Download.
Step 2: Set Up Your Triggers
Identify or create the Source Segment that tells the program who to target. A segment is a dynamic subset of your contact list based on specific criteria (for example, form fills or lead scores between 0-10).
Example Source Segment ideas:
- Anyone who fills out a form (ebook, webinar, contact us, etc.)
- Leads with a score of 0–10
Tip: If your CRM doesn’t automatically create leads until they’re qualified, include “Object Type > Is Empty” in your segment logic to identify pre-CRM contacts.
You’ll also need a Qualified Leads Segment to identify contacts to send to Sales, such as leads with a score of 40+ (or your preferred threshold).
Step 3: Create Your Nurture Emails
Prepare your emails before adding them to the Automated Program. Once an email is placed inside a program, later edits to the original template won’t update it automatically.
Suggested email flow:
| Timing | Content Ideas | |
|---|---|---|
| 1. Welcome + Resource | Immediately after entry | Friendly intro, link to resource, mention what to expect, CTA: “Explore our Resource Center.” |
| 2. Value Prop + Testimonial | 3–5 days later | Address a key challenge, share how you help, include a testimonial, CTA: “See how we’ve helped companies like yours.” |
| 3. Product/Service Intro | 5–7 days later | Introduce your product or service, link to demo video or solution page, CTA: “Watch the Demo.” |
| 4. Case Study or Industry Benefit | 7 days later | Highlight a case study or industry results, CTA: “Read the Full Story.” |
| 5. Sales CTA or Demo Request | Triggered when lead becomes qualified | Invite to book a demo or consultation, offer trial, CTA: “Schedule a Quick Chat.” |
To access the corresponding email wireframes:
- Go to Content > Catalog > Messages.
- Select the templates matching the titles above.
- Choose the folder where you’d like to save them.
- Click Download.
These templates are intentionally unbranded so you can easily apply your own design and style.
Step 4: Build the Automated Program
Once your assets are ready, open the saved template and configure your workflow.
- Go to Automation > Automated Programs.
- Click the Templates tab and locate your saved “Lead Nurture Journey.”
- Hover over the program name and click the paper icon (+ Create Program from Template).
- Click Create Program.
Program Setup
- Under the Settings tab, name and describe your program.
- Click Select Sources and choose your source segment.
- Enable Suppress entrants on suppression lists (recommended).
- Save your settings.
Program Flow
- Under the Build tab, select Program Messages and add your prepared emails.
- Next, go to Lists & Segments and add your Qualified Leads segment (e.g., score 40+).
- Open Program Flow and assign each message to its proper step.
- Adjust wait times between messages as shown above.
- Add a branch step: If Prospect is in Qualified Leads segment, send alert to Sales or CRM owner.
Step 5: Run & Monitor
When everything looks good, select Actions > Start Program.
After launch, monitor performance metrics such as open rates, click-throughs, and lead score growth. Use these insights to refine timing or add new paths as your audience evolves.