FOUNDER’S GUIDE TO B2B SALES LEAD NURTURING AND RECYCLED MQLS Sometimes a lead may qualify as an MQL, get passed to SDR, but then be disqualified You have probably found the right person at the right company at the wrong time. This suggests you should nurture them until they are ready. Nurture programmes typically have one or both of two specific goals The first is to remain top-of-mind with a customer so they think of your company when they are ready to buy. The second, more ambitious goal of nurture, is to accelerate a customer’s buying time frame, typically achieved by emphasising the benefits of acting now and/or the risks of waiting until later. Competitive nurture programmes are designed to win back customers A special type of nurture track is dedicated to nurturing customers who, in the end, didn’t select your company. In such situations, smart sellers recommend the buyer “try and buy” the competition via a short-term contract and then place them on a dedicated nurture track, designed to win them back. Many companies wait too long to formalise nurture programs Too many companies just throw leads back into the database, send them a monthly newsletter, and invite them to local events. While better than nothing, this is simply database marketing, not nurture marketing. The ‘recycled’ MQL When a lead emerges from a nurture programme it is typically called a recycled MQL. When good nurture programmes are in place, 20-50% of MQLs may be recycled. This is ultimately why you shouldn’t wait too long to set one up and measure it on recycled MQLs. Nurture programmes often take one of two forms They can be SDR-led, for high-value leads automated by tools such as Outreach. Alternatively, they are marketing-led, for normal leads automated by tools such as Hubspot. MARKETING - FUNNEL OR POPCORN MACHINE? Most people think of marketing as a linear funnel where leads flow from top to bottom. This is a particularly good way to think about it where simple sales models apply (e.g. basic ecommerce). With more complex models, it’s better to think of marketing as a popcorn machine. Marketing and SDRs keep working on them until they pop! Example complex models include: • Multiple buyers • Each with multiple touches • Engaging marketing, sales, and partners • Over a long period of time • Cycling and recycling as MQLs SPRING 2023 .41