Best Practice Report

Active Recycled Lead Nurturing: A Phased Approach

January 1st, 2018
With contributors:
Lisa Nakano , Alaina Ladd , Arianne Burnette


Active recycled lead nurturing programs reroute prospects that have been rejected or disqualified by sales to marketing for inclusion in programs designed to periodically touch and potentially requalify those prospects. B2B marketers can prioritize these nurture flows by identifying which disqualification reason represents the largest potential pipeline value at the lowest cost, then tailor each active recycled lead nurture flow to this reason and ensure clear processes for lead handoffs. Start with a pilot to test the program and gain support for a wider-scale rollout. In this report, we present a four-step approach for designing and implementing a successful active recycled lead nurturing program.

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