---
name: mql-nurture
description: >-
  Build MQL nurture programs — lead scoring, nurture tracks, email drip sequences,
  MQL→SQL conversion. Triggers on: "MQL nurture", "lead nurture", "nurture tracks",
  "MQL to SQL", "lead scoring".
license: MIT
compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: lifecycle
  tags: [lifecycle, nurture, MQL, lead-scoring, email-drips]
  frameworks:
    - "SiriusDecisions Demand Waterfall"
    - "Marketo Nurture Framework"
    - "Reforge — Lifecycle Marketing"
---

# MQL Nurture Programs

## Overview
Most MQLs aren't ready to buy — they're researching. Nurture programs keep your
company top-of-mind during the 3-12 month evaluation window, converting MQLs to
SQLs at 2-3x the rate of "send them to sales and pray." This skill covers nurture
strategy, track design, and optimization.

## Authoritative Foundations

- **SiriusDecisions Demand Waterfall** — Named methodology governing recommendations in this skill's process.
- **Marketo Nurture Framework** — Named methodology governing recommendations in this skill's process.
- **Reforge — Lifecycle Marketing** — Startup operating cadence — default alive, talk to users, launch fast.

## Lifecycle Stage

**Acquisition** (stage 2). Canonical index → `references/gtm-lifecycle-stages.md`.  
Metrics → `references/lifecycle-metrics-by-stage.md` (Acquisition).  
Monitoring → `skills/analytics/gtm-metrics/templates/lifecycle-monitoring-dashboard.md`.

## When to Use
- "Build an MQL nurture program"
- "Lead nurture strategy"
- "MQL to SQL conversion"
- "Nurture email drips"
- "Lead scoring for nurture"

## Step-by-Step Process

### Phase 1: Lead Scoring Model
Define what makes an MQL:

**Fit Score (0-50):**
- Job title matches ICP (0-20)
- Company size in target range (0-15)
- Industry in target vertical (0-15)

**Engagement Score (0-50):**
- Content downloads (5 pts each)
- Website visits >5 pages (10 pts)
- Webinar attendance (15 pts)
- Pricing page visit (20 pts)
- Demo request (50 pts — auto-SQL)

**MQL Threshold:** Combined score >40 → MQL → enter nurture.
**SQL Threshold:** Combined score >70 → SQL → route to sales.

### Phase 2: Nurture Track Design
Create persona-specific nurture tracks:

**Track 1 — The Researcher (downloaded educational content):**
- Week 1: "Thanks for downloading [resource] — here's a related template"
- Week 2: Customer story from same industry
- Week 4: Webinar invite: "How [Industry] teams solve [problem]"
- Week 6: Benchmark report: "2026 [Industry] benchmarks"
- Week 8: "Ready to see how this works?" → soft CTA for demo

**Track 2 — The Evaluator (visited pricing/comparison pages):**
- Week 1: "How [Company A] evaluated [category] tools" (buyer's guide)
- Week 2: ROI calculator + case study with specific ROI numbers
- Week 3: "[Your product] vs [Competitor]" comparison
- Week 4: Demo invite: "See it in action with your data"
- Week 5: "Still evaluating?" + customer reference offer

**Track 3 — The Event Attendee (attended webinar):**
- Day 1: Recording + slide deck + "top questions answered"
- Day 3: Related case study
- Day 7: "The one thing most people miss about [topic]"
- Day 14: Soft CTA: "Want to discuss [topic] for your specific situation?"

### Phase 3: Email Content Principles
- **Value-first:** 80% educational, 20% product. If every email is "book a demo,"
  they unsubscribe.
- **Progressive profiling:** Each email asks for slightly more engagement.
  Click → download → webinar → demo.
- **Personalization by source:** Reference how they entered the funnel.
  "Since you downloaded our [guide]..."
- **Behavioral triggers:** If they click on pricing → shift to Evaluator track.
  If they stop opening → shift to re-engagement.

### Phase 4: Multi-Channel Nurture
Layer channels beyond email:
- **LinkedIn:** Connect with MQLs. Share content they engage with.
- **Retargeting:** Show case study ads to content downloaders. Show demo ads
  to pricing page visitors.
- **Direct mail:** For high-value MQLs (>$50K potential ACV), send a physical
  asset (book, report, tool).
- **Sales calls:** SDR calls MQLs at specific nurture milestones
  (after webinar attendance, after pricing page visit).

### Phase 5: Optimization
- **Track performance:** Open rate, click rate, conversion to SQL, conversion
  to opportunity, revenue influenced
- **A/B test:** Subject lines, content formats (text vs video vs infographic),
  send frequency, CTA phrasing
- **Cadence optimization:** Too fast = unsubscribes. Too slow = they forget you.
  Start at 7-14 day intervals and adjust based on engagement.
- **Exit criteria:** Auto-remove from nurture after 6 months of no engagement.
  Move to re-engagement track.
- **Dead lead management:** After 12 months of no engagement, suppress from all
  nurture. Maintain in database for reactivation plays.

## Output Format
Nurture program design with: lead scoring model, track definitions, email
sequences per track, multi-channel integration, and optimization framework.



## Quality Check

Before delivering, verify:
- [ ] All required sections are complete
- [ ] Output matches the user's stated need
- [ ] Named frameworks are cited for key recommendations
- [ ] No vague claims — every recommendation has a specific action
- [ ] Deliverable is ready for operational use, not just conceptual

## Common Pitfalls

1. **Skipping research.** Building output without understanding the specific context. Fix: always gather required inputs before producing deliverables.
2. **Generic output.** "Improve your process" without concrete steps. Fix: every recommendation must include a specific action, timeline, and owner.
3. **Missing framework citations.** Advice without named authorities. Fix: ground every recommendation in a cited framework from a recognized authority.

## Execution Artifacts

- `references/framework-notes.md` — Named frameworks and reference tables
- `templates/output-template.md` — Deliverable shell for agent output
- `scripts/check-output.py` — Lightweight deliverable validator
**Canonical lifecycle (repo root):** `references/gtm-lifecycle-stages.md` (Acquisition) · `references/lifecycle-metrics-by-stage.md` · `references/lifecycle-skill-index.md`

## Related Skills
- inbound-triage, lifecycle-drips, re-engagement, email-deliverability, campaign-analytics