Lead nurture
Skill varunk130/ai-gtm-skill-library/revops-skills/lead-nurture
31 opinionated GTM skills for Claude Code & GitHub Copilot — a complete revenue engine spanning discover, design, position, amplify, launch, optimize, and RevOps phases.
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Lead nurture orchestration - multi-track nurture design by intent stage, scoring, behavioral triggers, MQL→SQL handoff, and revival of cold leads. Use when: lead nurture, drip campaign, nurture track, lead scoring, MQL to SQL, lifecycle marketing, nurture sequence, behavioral trigger, lead revival, MQL handoff.
SKILL.md
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Lead Nurture (NURTURE Framework)
Design a lead-nurture system that respects buyer intent, routes leads to the right next action, and stops sending eight more emails to people who already raised their hand. NURTURE replaces single-track drip sequences with multi-track journeys gated by behavioral signals.
Core Principle
Nurture fails when it treats time as the trigger. "Send email 3 on day 7" assumes every lead is on the same journey. NURTURE treats signal - not the calendar - as the trigger, and gates progression by demonstrated intent.
The NURTURE Framework
| Letter | Stage | The Question |
|---|---|---|
| N | Needs Mapping | What buying-stage needs does the lead currently have evidence of? |
| U | Understand Intent | What behavioral and explicit signals map to which stage? |
| R | Route to Track | Which nurture track does the lead enter, and on what entry criteria? |
| T | Trigger Progression | What signal moves the lead to the next step (or back)? |
| U | Upgrade to Sales | What threshold defines MQL → SQL handoff, and what's the SLA? |
| R | Recycle Cold | When does the lead exit the active track into long-cycle nurture? |
| E | Engagement Refresh | How is content kept current and personalization kept honest? |
Buying-Stage Nurture Tracks
| Stage | Lead State | Track Goal | Cadence |
|---|---|---|---|
| Unaware | Discovered category, no problem framing | Frame the problem | Bi-weekly |
| Aware | Acknowledges problem, exploring | Reframe with our POV | Weekly |
| Considering | Evaluating vendors | Differentiate + de-risk | 2-4×/week, behavior-gated |
| Decision | Short-listed | Accelerate to demo / sales | Daily during active window |
| Dormant / Lost | No activity 60+ days OR closed-lost | Reactivate on signal | Quarterly check-in + signal trigger |
Intent Signals
A robust nurture system reads explicit and behavioral signals together:
| Type | Example | Implication |
|---|---|---|
| Explicit | Form fill, demo request, pricing page submit | High-confidence stage signal |
| Behavioral - high | Pricing page, comparison page, case study deep read | Considering or Decision |
| Behavioral - medium | Webinar registration, ebook download | Aware → Considering |
| Behavioral - low | Blog visit, newsletter open | Unaware → Aware |
| Decay | No engagement 30+ days | Re-route to lighter cadence |
Lead Scoring Design
Combine fit (firmographic) and intent (behavioral) into a 2D grid, not a single score:
| Fit \ Intent | Low | Medium | High |
|---|---|---|---|
| High | Marketing nurture | Sales-assist | SQL - immediate |
| Medium | Standard nurture | Behavior-gated | SDR-triggered |
| Low | Newsletter only | Selective nurture | Manual triage |
MQL → SQL Handoff
Failures here cost more pipeline than any other nurture problem. Codify:
| Element | Spec |
|---|---|
| MQL Definition | Fit + intent threshold, with named behavioral triggers |
| SQL Definition | Sales-acceptance criteria written by sales |
| Handoff SLA | First sales touch within X hours of MQL |
| Disposition Loop | Sales must reason-code rejected MQLs; feeds scoring tuning |
| Recycle Path | Rejected MQLs return to specific track, not a black hole |
Output
Save to outputs/lead-nurture-[program]-[YYYY-MM-DD].md
| Artifact | Description |
|---|---|
| Track Map | Named tracks with entry / exit criteria and goal |
| Signal Catalog | Explicit + behavioral signals with weights |
| Scoring Grid | Fit × intent matrix with routing rules |
| Content Plan | Asset list per stage, refresh cadence |
| Handoff Spec | MQL / SQL definitions, SLA, disposition loop |
| Recycle Plan | Cold-lead criteria and reactivation triggers |
| KPIs | MQL → SQL conversion, SQL → opportunity rate, time-to-handoff, disposition reasons |
Process
- Map the buying stages for your motion; never assume one-size-fits-all
- Catalog the signals and weight them by historical conversion lift
- Design tracks per stage with explicit entry / exit, not just send schedules
- Build the scoring grid with sales co-sign; align on MQL / SQL definitions
- Spec the handoff with SLA, disposition loop, and recycle path
- Stand up the engagement refresh cycle - quarterly content audit + signal recalibration
Tips
- Time-based drip is anti-nurture - gate progression by signal, not by day
- Score is 2D, not 1D - fit and intent must remain separable
- A rejected MQL with no reason code is a broken loop - enforce disposition
- Refresh content quarterly or the program self-decays
- Cold leads aren't dead - long-cycle nurture frequently produces 10-20% of pipeline
Pairs With
- demand-engine - Channel mix that originates the leads
- journey-architect - Stages the nurture tracks attach to
- enablement-forge - Produces the per-stage assets
- customer-success - Inherits the lead at first value handoff