Lead Nurturing: Defining A Transition Strategy

January 1st, 2018

With contributors:

Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

Prospects returned by sales to marketing need a way not only to get into the nurture flow, but also a way to get out. How will marketing know when it is time for prospects to be released back into the demand flow and where will they go when they are released? If internal resources are hesitant to process prospects on second — or even third — occasions, external resources must be tapped. In this report, we address the two pillars of a lead nurturing transition strategy — triggers and pathways — and discuss specifics about each.

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