Managing Recycled Demand

Successful lead management requires effective recycling of inactive leads. B2B organizations have many opportunities to recycle leads that are no longer being worked and are not in an active stage of the Forrester Demand Waterfall®. Four triggers — disqualification, rejection, expiration, and close — can cause a buyer to exit an active demand cycle and become a candidate for a recycled demand management initiative. Solid lead management processes and cross-functional alignment must be in place for that initiative to be successful. In this report, we discuss considerations, processes, and dependencies for managing recycled demand.