A suspect moves to engaged when they engage with your company asset. It could be as simple as passing by your booth at a trade show, clicking an ad, or downloading an asset. You cannot expect your engaged lead to know your company by as they may have engaged in a very light manner or engaged in such a way that they don’t realize they acquired an asset from you. For this reason engaged leads could be in the top of the funnel (TOFU) or middle of the funnel (MOFU), depending on their engagement level. Typically engaged prospects are added to a marketing scoring algorithm where with increased positive engagement (eg. downloading a white paper would be a positive engagement, whereas visiting the careers page would be a negative engagement) until they hit a marketing qualified lead (MQL) threshold.
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