So you’ve been tirelessly working on generating sales leads and have even managed to convert a decent number of them into paying customers. But a significant portion of your list has become inactive – what do you do?
Sales leads don’t stay hot forever. At some point, they will cool down and eventually become inactive. It can be a huge issue for businesses, as it can impact the bottom line significantly. However, there are ways to revive inactive sales leads – and it’s not as difficult as you might think. (Also read about our guide to sales lead follow-up strategies).
Check out these simple tips that can help bring those warm leads back to life!
Before you can even begin to think about how to re-engage them, you need to first define what an “inactive” sales lead means for your business. Every company has a different definition, so there’s no one-size-fits-all answer.
Instead of relying on email opens as your only metric, consider other metrics in conjunction with them, for example, website visits, form fill-outs and webinar attendance. Measure the length of the inactivity as well. You can use smart lists to break down inactivity by timeframes, such as the last 30, 60, or 90 days or even the past year.
Once you’ve nailed down what constitutes an inactive lead, you can start crafting a strategy to bring them back into the fold.
Distinguish inactive leads
Once you identify your inactive leads, the better solution is to remove these inactive leads from your every day sends by adding an inactivity filter.
Create a separate list of inactive leads to target them with specific re-engagement campaigns – you can breathe new life into these prospects and convert more sales.
Send personalized emails to customers based on their interests
According to a study, 74% of marketers report that targeted personalization increases customer engagement (source). This approach takes into account what they’ve already shown interest in, which can make them more likely to respond. Not only will this increase your chances of recovering these leads, but it can also help you build better relationships with potential customers down the road.
By doing this, you can remind them why they were interested in your product or service in the first place, which can reignite their interest. In addition, personalized emails are more likely to be read than generic ones, so you’ll be able to reach more of your target audience.
Use the old-fashioned method of cold calling
Cold calling can help revive stale relationships and re-engage leads who have gone inactive. By simply reaching out to inactive leads with a personal touch, you may be able to reignite their interest in your product or service and get them moving down the sales funnel again.
With cold calling, you can get a better sense of their interests and needs and determine whether or not they’re still interested in doing business with your company.
Be sure to target the right leads and make your pitch relevant to their needs. With a little effort, you can breathe new life into your sales pipeline.
Offer special discounts to inactive leads
This will show them that you’re interested in re-establishing a relationship with them, and it could be what it takes to get them back on board. Keep in mind that not every inactive sales lead will respond to this tactic, but it’s worth a shot!
Sales leads don’t just magically turn into paying customers without some effort on your part. Sometimes all it takes is a gentle nudge in the right direction to revive those inactive sales leads and get them interested in what you have to offer. FunnL can help with that by providing an Inside Sales Platform that makes it easy for you to keep track of your marketing campaigns and measure their success at every step.
It provides business intelligence to all the key executives, sales, and business development professionals in your company who can make strategic decisions about how to best revive these leads.