When I joined Chili Piper in April 2020, the team had just stood up a marketing automation (MA) platform. Since marketing was a new department in the org, we needed to establish an automated process for MQL handoff between marketing and our SDR team – or so we thought.
Our SDRs were outbound only, so all hand-raisers (demo requests, contact us) are routed directly to AEs, allowing the SDRs spend their days self-sourcing qualified pipeline.
All non-hand-raisers (e.g. content downloads [yes, we were gating content back then], webinar sign-ups) simply went into a sizable “nurture” category. Marketing would put these leads into email nurture campaigns until they were ready for a demo, at which point they’d be routed to an AE. Pretty traditional pathing, unfortunately, for most prospects at the time.
We quickly realized there might be a missed opportunity to supplement our SDRs lists with these, seemingly warmer, leads immediately following the prospects’ activity to try to get them to convert.
