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As your question is open-ended, I am taking a point example on how nurturing can be done. For instance, if someone registers and downloads your white paper, you consider them as a lead, though it is not sales ready.

Marketing will have to ensure that they become sales ready before it gets passed to your sales. Some of the line items that you can use are:

1. Pointing them to another link related to the white paper that they have downloaded

2. Pointing them to a case study related to the whitepaper

3. Inviting them for a webinar related to the white paper

4. Asking them to be a part of a survey that you are conducting related to the whitepaper

5. Do a teleconference on a topic related to the white paper and ask them to be a part of the panel

6. Point them to some industry research published by analyst types/researchers related to your white paper

7. Also, get to have a conversation with them as a part of nurturing to understand if an opportunity really exists now; else is there a possibility for an opportunity at a later point in time etc.

8. Even if there exists no opportunity, thank them for being a part of this mix and leave a good impression on them.

If you have any specific needs, do write to me at saba@djargon.com