The Lead Nurturing Framework

January 1st, 2018

With contributors:

Lisa Nakano , Alaina Ladd , Arianne Burnette

Summary

Lack of focus and too much complexity are the main reasons many lead nurturing efforts underperform. The Forrester Lead Nurturing Framework brings together four pillars of a complete nurture program: entry, treatment, transition, and disposition. Clearly defining and documenting the rules and scenarios for the four pillars in each nurture program type reduces complexity, increases program performance, and creates a better experience for prospective customers. In this report, we present the Lead Nurturing Framework and explain how B2B marketers should apply it to keep their relationships with prospective buyers focused and healthy.

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