January 21

How to use lead nurturing to revive leads and ROI

Lead Nurturing

4  comments

Most B2B marketers I know are looking more ways to generate leads faster. But here’s a question to think about:

Do you have a process for handing leads from sales back to marketing when they are not sales ready?

If not, you should.

Start by re-engaging the account-based leads you already have in your database and pay special attention to those your sales team didn’t convert last year.

What is lead reengagement?

Lead reengagement is a type of nurturing where sales hands lead back to marketing to nurture until they are marketing qualified leads again. Use this approach in conjunction with account-based marketing.

Case study on lead nurturing with reengagement

I want to share what we learned from a lead re-engagement test we just completed for a large communications company.

Our nurturing program focused on re-engaging the following types of “old” leads:

  1. Accounts that were “open” but not touched by a salesperson in 90+ days
  2. Accounts worked by sales but marked as “closed – lost” meaning they didn’t buy

The lead nurturing process for reengagement

We started with a straight forward multi-touch lead nurturing program that included:

  • Three touches via email nurturing
  • Nurturing emails connected to educational articles related to interest
  • The sales development team made follow-up calls (based on engagement replies and clicks).

We equipped the sales development team with one-to-one emails and relevant articles designed to progress and continue the conversation.

Simple approach

Our strategy was simple:

  • Be a resource for that prospect and offering relevant ideas
  • Add value with each touch
  • Don’t be a pest, and asking over and over, “Are you ready to buy yet?”

Finally, we qualified them sales-ready leads according to their universal lead definition.

The results of lead re-engagement

The results were surprising.

After the 10-week test, we found the old account-based leads (some were over two years old) had a 10% higher conversion rate than the newer leads.

Our client expected the newer leads would have a higher conversion rate, but it was the older leads that performed better.

The older leads had advanced further in the buying process without our direct involvement. The nurturing touches added value but also gave us valid business reason to reengage.

In sum, lead re-engagement is a simple and powerful way to get more ROI from your previous marketing investment especially account-based marketing.

You may also like:

How to Do Lead Management That Improves Conversion

How to Use Conversational Marketing to Get More Leads

Lead Nurturing in 6 Simple Steps

Stop Cold Calling and Start Lead Nurturing

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. I think this is a very effective technique when used in services companies as the customer who was originally cold may have run into issues with their project that they insourced or had trouble implementing the software they originally purchased.

  2. When I used to be a prospect for Asia-Pacific telcos with new services to (for example) country ‘x’, the account reps got at least a listen (and even an on-site meeting) if they’d obviously done their homework beforehand and gone through their notes on our line of business.

    Those that hadn’t, and wanted us to reveal all our problems from day 0 rarely got much serious interest. Nurturing leads takes time and effort and the “being a pest” school of sales was an instant turn off.

  3. Great points. When we re-engage I think, relevance is the key. To do that requires effort and you’re story shows how salespeople who focus on creating value for you were able to differentiate themselves from being a vendor with a pitch. You actually considered they would be someone you’d consider listening too.

  4. I agree – re-engagement strategies really are the core to lead nurturing. The trick is to find the best way to re-engage. Often, when you’re dealing with a large list of companies who have become “stale”… you’re faced with the prospect of reaching out to them all. Often this is too expensive because the list sizes are too large. We faced this scenario.

    We ended up using Boxpilot to put together an integrated series of B2B guided voicemail campaigns to use voice to make the touch. We felt that we needed a voice contact to really break through the clutter but we didn’t have the budget to pay for live B2B telemarketing. Results were very good and the prospects who “put up their hands” were put on fast track with sales reps.

    Also check out Greeler for a low-cost bare bones guided voicemail option. Some also use the term voicemail courier I think.

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