Funnel definitions
Clear entry criteria and owners for Lead, MQL, SQL and Opportunity, agreed by marketing and sales.
Lifecycle Marketing
Lead nurture and scoring that sales trusts.
We help B2B teams turn leads into pipeline: clear funnel definitions, a lead scoring model built on fit, engagement and product usage, nurture programmes that educate prospects, and a handoff process that gets the right leads to sales at the right time.
Overview
Marketing and sales need to agree on what a good lead looks like.
When marketing measures leads and sales measures revenue, friction is inevitable. Sales ignores leads it doesn't trust, marketing keeps sending more, and good prospects go cold while they wait for a call.
We fix the system behind it: shared definitions for every funnel stage, a transparent scoring model both teams sign off, nurture programmes for leads who aren't ready yet, and an agreed handoff with response times and rejection reasons. Then we measure it, so the model gets better every quarter.
Services
What we do
Everything between first touch and a sales-accepted opportunity:
Lead scoring models
Separate fit and engagement scores, with product-usage scoring for free trials and freemium models.
Nurture programmes
One nurture programme that every entry point feeds into, with content tracks by persona, industry and stage.
Sales handoff and SLAs
Routing rules, response-time SLAs, rejection reasons and recycling paths, so no lead is lost.
Platform and CRM setup
Scoring, lifecycle stages and routing configured in your marketing automation platform and CRM.
Pipeline reporting
Funnel conversion, velocity and source reporting that shows marketing's contribution to pipeline and revenue.
Process
How we work
- 01
Align
Workshops with marketing and sales to agree funnel stages, definitions and what a sales-ready lead looks like.
- 02
Model
Build fit and engagement scoring from your historic conversion data, with thresholds both teams sign off.
- 03
Implement
Configure scoring, routing, nurture programmes and handoff alerts in your platform and CRM.
- 04
Recalibrate
Review conversion by score band each quarter and adjust points, thresholds and nurture content.
What you get
- Funnel stage definitions and entry criteria
- Lead scoring model and point values
- Nurture programme map and content plan
- Designed and built nurture emails
- Sales handoff process and SLAs
- Platform and CRM configuration
- Funnel and pipeline dashboard
A good fit if
- Sales says marketing's leads aren't good enough
- Leads wait days for a follow-up
- Every lead gets the same nurture, or none at all
- Your scoring model was set up years ago and never revisited
- You run a free trial or freemium product
Resources
Related reading
Practical guides from our Resources section, written from real client work.
Lead, MQL, SQL: defining your B2B funnel and the marketing-to-sales handoff
Clear definitions for Lead, MQL, SQL, Opportunity and Customer, plus a marketing-to-sales handoff process with SLAs, rejection reasons and a shared dashboard.
Read article →
Lead scoring that sales trusts: fit, engagement and product usage
How to build a lead scoring model sales actually trusts: separate fit and engagement scores, product-usage scoring for trials, example point values and recalibration.
Read article →
Finding lifecycle leakage: six points where customers drop off, and how to fix them
The six most common lifecycle leakage points in B2B and B2C, from undefined funnels to single-product customers, with the friction, cost and fix for each.
Read article →
A lifecycle marketing framework for sustainable growth
A five-stage lifecycle marketing framework for B2B and B2C: Acquire, Activate, Adopt, Expand and Retain, with goals, time windows and example programmes.
Read article →FAQs
Frequently asked questions
What's the difference between an MQL and an SQL?
A marketing qualified lead (MQL) has shown enough fit and engagement for marketing to pass them to sales. A sales qualified lead (SQL) has been reviewed by sales and accepted as a genuine opportunity worth pursuing.
Which platforms do you set up lead scoring in?
Most commonly HubSpot, Adobe Marketo Engage, Salesforce Account Engagement (Pardot) and Oracle Eloqua, connected to your CRM.
How do you decide the point values?
We start from your historic data, looking at which attributes and behaviours were common among leads that became customers, then validate the model with sales before it goes live.
How often should a lead scoring model be updated?
We recommend reviewing it every quarter. Products, markets and buyer behaviour change, and a model that isn't recalibrated quickly loses the trust of sales.
Contact
Let us take the stress out of managing your lifecycle marketing.
If you are interested in hearing how our lifecycle marketing services can help maximise your email channel and wider customer journey, fill in the form below and receive a FREE consultation. In our initial consultation, we will dive deeper into your unique requirements and learn how we can maximise your email channel for increased performance and conversions.