Best Practice Report

Pre-MQL Nurture Flows: Where Phone And Email Intersect

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


Too many marketing organizations underutilize nurture capabilities and fail to incorporate phone-based tactics into automated nurture flows. The four pillars of lead nurture strategy introduced in the Lead Nurturing Framework (entry, treatment, transition, and disposition) should guide integration of marketing and phone-based demand creation activities into nurture flows. In this report, we apply these considerations to two premarketing qualified lead (pre-MQL) nurture scenarios — marketing lead qualification and teleprospecting lead generation — in which phone and email activities naturally intersect.

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