Anyone have suggestions on the best length of time to suspend lead nurtuing after a lead has become SAL and an Opportunity created? Our sales team is providing their input but I was hoping the community might have some suggestiosn as well. Thanks.
It depends on your sales team's own communication activities.
Generally, I wouldn't recommend suspending nurturing during this period, *unless* they commit to an SLA moving leads to another stage within a certain amount of time. With a longer sales cycle this can be more difficult as you may not have a clear next step for a few months.
An alternative approach:
Ask sales what the perfect marketing emails would look like during this stage. What can you send that reinforces their approach?
Allow sales to individually opt-out their prospects of marketing emails. This creates a bit more work for them, but it provides a glimpse into the SAL that have lapsed without an opportunity. When your sales team has larger territories this can be especially important.
Generally sales wants these stopped until they know more about the Opp's success. They'll want to send invitations out on their own. So suspending until a decision is made can work.
We continue to nurture while the lead has been accepted by the SDRs/MDRs, but once it is added to an Opportunity, we stop the nurture emails (both scheduled and ad hoc) unless sales says it's OK to include them in a broad email like an invite to a tradeshow or webinar, or an email about a new research report. Our sales team told us that they would be receptive to having a scheduled email early stage nurture program, but we haven't implemented it yet.
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