Creating a Feeder Stream
A feeder stream never searches and never buys anything. Leads arrive in one way only: you move them in from another stream's quarantine. Each one is then re-scored against the feeder's own objective.
It exists so that a lead who is wrong for a specific campaign does not have to be thrown away or forced into a message that does not apply to them.
Before You Begin
- At least one acquisition stream already producing quarantined leads
- At least one approved audience segment on your brand
Steps
Open New Stream and choose Feeder Stream
Go to Lens > New Stream and select the Feeder Stream card. The form immediately simplifies: Search Criteria, Lead Preview, Schedule and Data Quality all disappear, because a feeder has none of them.
Name it for what it tests
Name it after the standard it applies rather than an audience — General B2B Fit or Worth Keeping reads correctly in a list beside your narrow campaign streams.
Write the objective — this one is required
On a feeder the objective is the only targeting signal qualification has. Describe the broader business fit: what makes someone worth keeping even when they do not suit a specific campaign.
Think about the people your narrow streams keep rejecting. If they are consistently senior, reachable and in a related industry, say that is what you are looking for.
Select the audiences and set the threshold
Choose at least one Target Audience, and optionally the offerings. Then set the Qualification Threshold — lower than your narrow streams, since the whole point is a broader standard. Somewhere in the 40 to 60 range is a reasonable start.
Set allocation and first-touch
Choose the lead owner or team pool, the communicator, any sequence, and the mandates — exactly as on an acquisition stream. A lead that clears a feeder's threshold is pushed and contacted just like any other.
Create the stream
Save it. Nothing happens until you move a lead in, and nothing is charged until then either.
Result
The feeder appears in My Streams with a feeder badge and the note Receives moved leads. Its Leads/Day and quality tier show as dashes, because neither applies. From now on, the review drawer on your other streams offers Move to a different Stream, with this feeder among the destinations.
Info: A feeder reports different figures from an acquisition stream, because it buys nothing: Leads Received instead of Leads Acquired, plus Kept, No Fit Anywhere, and spend reported per lead received. Its only cost is one qualification fee per lead moved in.
Important: A lead quarantined by the feeder as well has been turned down by a targeted stream and by the catch-all. That is the signal to discard it rather than keep routing it around — which is why Discard becomes the primary action in a feeder's review drawer, and Push Through is labelled Push Through Anyway.
Tip: One feeder per brand is usually enough. Its value is being a single, consistent second opinion; several feeders with overlapping objectives just move the original problem one step along.
