Email cadence is like a spin class: too fast and people drop out, too slow and they lose interest. Match send frequency to the buyer's decision cycle and test it.
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23 articlesLead Management
Lead management is where demand generation succeeds or fails: how leads are nurtured, scored, qualified and handed to sales, and what happens to the ones that are not ready.
We often borrow from online casinos and sportsbooks, whose CRM teams run some of the most precise lifecycle programmes anywhere.
Sales and marketing rarely agree on lead quality. Define the sales-ready lead together, give sales what it needs, and get involved at the team level.
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The demand waterfall explains how inquiries become deals. Two additions make it practical: a Prospect stage at the top and smaller steps inside the MQL stage.
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Lead nurturing fails when it is treated as a drip campaign. A layered model with a buying-cycle track, a promotional track and a drip track keeps buyers moving.
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Should B2B marketers give away their best content without registration and wait for anonymous readers to return? A case for gating content wisely.
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