Lead Nurture Flows: Active Recycled

Active nurturing focuses on leads that have been formally disqualified by a sales rep or a channel partner. Marketers must build lead flows with messages and offers aligned with the reason a prospect was disqualified. Too many disqualification options, or options that can be broadly interpreted, make it difficult to build effective active recycling programs that feed incremental numbers of qualified leads to sales. In this report, we discuss factors to consider when designing nurture flows and how these factors play out in active recycled nurturing — one of three categories organizations must use to take better care of prospects within the Demand Waterfall®.