Pre-MQL Nurture Flows: Where Phone And Email Intersect

January 1st, 2018

With contributors:

Terry Flaherty , Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.