Best Practice Report

Lead Nurturing: Building The Foundation

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


Successfully managing the early part of the demand funnel requires regulating the flow of leads between functions and reducing lead waste. Delivering leads to sales too early or late is a symptom of poor integration between marketing and sales that can negatively affect demand creation efforts. Effective lead nurturing programs require a collaborative effort backed by appropriate systems and technology. For lead nurturing to be successful, it must be based on research, information, process, content, and measurement and adjustment. In this report, we define the five steps that must form any lead nurturing effort, as well as the roles that sales and marketing must play to make it work.

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