What you will own

1. Lead scoring and segmentation • Build and manage a CBANT scoring model: Category, Budget, Authority, Need, and Time. Lead scoring assigns numerical values to lead attributes so teams can prioritize hot, warm, and cold leads more systematically. • Define score bands and stages such as MQL, nurture, re-engage, and sales-ready. Weighted scoring helps sales focus on the highest-likelihood opportunities while marketing continues to nurture leads not yet ready to buy. • Continuously refine the model based on conversion patterns, buying signals, and engagement behavior such as demo participation, content interaction, and timing to renewal.
2. Lifecycle calendar and nurture journeys • Build a lifecycle calendar that maps every qualified lead to an expected need window, such as next CX renewal, upcoming BHT study, annual budgeting cycle, or procurement milestone.

Create nurture journeys for different scenarios: active evaluation, future renewal, agency-led today but platform-ready later, or change in stakeholder/decision-maker. • Ensure each lead has a next action and next content touch, instead of becoming a forgotten contact after the initial demo. 3. Content strategy by lead hotness and stage • Create a lifecycle content strategy based on four communication goals: • Educate: annual reports, AI reports, industry trends, and thought leadership • Empower: comparison content versus Qualtrics or traditional research agencies, including control, speed, and ownership narratives • Entice: switch triggers, renewal-timing content, and reasons to move from agency or incumbent platforms

Entertain / light engagement: social, event-driven, and low-friction touchpoints that keep the brand relevant without spamming the buyer 4. Multi-channel communication strategy • Run coordinated communication across email, LinkedIn, WhatsApp, and event follow-up. Lifecycle marketing is not a single campaign; it is a connected system of content, outreach, and automation across channels. • Define rules for channel mix and frequency so long-cycle engagement stays helpful and relevant rather