Don’t let leads who have stopped engaging haunt you!
Ah, the lead graveyard… It’s filled with people who once seemed so promising but have since stopped engaging. We’ve all been there, and we all know what it’s like to get spooked when certain leads just die off. Where did we go wrong? Are we scaring away our top leads? These are common questions to ask, but in many cases you’ll find the timing or the person just wasn’t right.
So how do you know when you still have a chance? And when you do, what steps can you take to re-engage and bring new life to seemingly dead leads?
When Should You Re-Engage Leads?
There’s no one-size-fits-all answer to the question of when it makes sense to re-engage leads who have gone cold — it really depends on each unique situation. That said, two common instances where it does make sense include when:
- Marketing passes a lead to sales, but it turns out the lead isn’t quite ready yet
- A lead came from outbound sales efforts but never became an opportunity
Cases like these are prime opportunities for marketing to step back in and renew the focus on engagement.
In other cases in the B2B world, you might find that although the principal decision-maker has gone cold, the rest of that person’s team is still engaging. Although you’ll ultimately need to get that decision-maker back on board to move forward, the fact that interest still exists among others (and likely those who will be the everyday users of your product/service) is a sign that you still have a chance.
4 Ideas to Kickstart Your Re-engagement Efforts
When you do see signs of life in seemingly dead leads, what can you do to keep them from heading to the lead graveyard? The following four efforts are a good place to start:
- Include them in a newsletter: Do you send out a regular newsletter with new blog posts, upcoming events and/or company announcements? Including these leads on that communication is a great way to keep resurfacing your name and your message on a regular (though not too aggressive) basis.
- Invite them to an upcoming webinar or event: If you have a relevant webinar coming up soon or an event in the lead’s area, try inviting them to join. The invite alone will help bring your company back to their attention and, if they accept, you have an extended opportunity to express the value you can provide. In the case of an in-person event, you also have the chance to have a one-on-one conversation to learn more about what may have gone wrong before and to get a better idea of what the lead really needs.
- Send them a relevant piece of content: If you have a case study or other piece of content you think would resonate particularly well with the lead or if you come across a piece of third party content that’s applicable, try sending it over along with a quick note on why. Doing so demonstrates your understanding of their unique situation and opens the door for a new conversation.
- Create a nurture campaign: This last step is really the holy grail of re-engaging with leads and combines the previous three ideas. If you have the right resources to send, a well thought-out nurture campaign can do the trick by offering all of the benefits of the other three ideas, including continuing to resurface your company and offering more chances for you to educate these leads and learn about their specific needs.
As marketers, we can’t rescue every single lead, but efforts like these can go a long way toward keeping the most promising ones from the graveyard. And if they do end up there, you can rest nightmare-free knowing you did everything in your power to prevent that from happening.