Don’t use automation to follow up. B2B business hinges on relationship-building far more than B2C, so an automated email won’t convince a lead that’s already halfway out the door to stick around. Do lost lead follow-ups manually and look outside of their email inbox. Try sending them a Twitter DM, connecting on LinkedIn, or sending a Facebook message. Look for the social platform they’re actively using, and send them a line to try to deepen your connection and re-engage them.
One technique I use to re-engage lost leads in the B2B space is to leverage personalized emails. Personalized emails allow you to directly address the individual, providing relevant content that is tailored to their interests or needs. You can make the emails even more effective by including a unique offer or incentive that can further encourage them to engage with your business.
The Rule of 3s involves reaching out to lost leads with a three-phase plan. The first phase is to send an automated email that acknowledges your customer's previous interaction. This email should re-establish the relationship, and act as a reminder of who you are and the services you offer. The second phase should involve a personalized outreach strategy. This could involve phone calls, virtual meetings, and other direct contact methods. The focus for this phase is to uncover the customer's current needs and objectives and to demonstrate how your service is the best fit for them. The third phase of the Rule of 3s is to provide value-added content. This could include a case study showing how your service helped another customer or a free trial. The goal here is to provide the customer with an incentive to connect and do business with you. By following this three-phase approach, we've been able to re-engage lost leads, build trust and demonstrate value to our customers.
The first thing you do to try and recover lost leads is to try and discover why you actually lost these leads in the first place. You can do this by going back to the original marketing campaign and seeing what type of content these users interacted with. What was the one thing in your content strategy that actually engaged them? Once you establish that, try and see if you changed the content and to what extent this affected engagement. Once this is done, proceed and create a targeted campaign that will try to reignite engagement using the initial content or a better version of it.
Co-Founder and Chief Growth Officer at Belkins
Answered 3 years ago
Hey there, I am Michael Maximoff, Co-Founder and Managing Partner at Belkins, one of the leading B2B lead gen agencies in the world. The tactic/strategy that we use the most for ourselves and our B2B clients is simple yet effective: we like to survey lost leads and engage in continuous retargeting campaigns. Surveying is an important element of this strategy because it helps gather data and realize why you lost the leads in the first place. Once you have enough data to work with, you can build a complex re-engagement strategy to warm up lost leads and get them to listen. Of course, there are many more elements to this strategy, but the vast majority of it is based on surveys and retargeting campaigns.
Use Account-Based Marketing (ABM) to re-engage lost leads in the B2B space. ABM is a targeted marketing approach where you focus on specific, high-value accounts. ABM can help you re-engage lost leads by personalizing your marketing messages and tailoring your approach to meet their specific needs rather than using a one-size-fits-all approach. ABM involves a deep understanding of your target accounts, their pain points, and the decision-makers within those organizations. Your marketing messages will resonate with your target accounts, encouraging them to engage with you again. With ABM, you use a combination of tactics, including targeted email campaigns, personalized content, direct mail, and targeted advertising. It can be more time- and resource-intensive than other marketing approaches, but it can be highly effective for re-engaging lost leads and winning over large, complex accounts.
One technique I have found effective for re-engaging lost leads in the B2B space is offering incentives. In my experience, it's important to make the incentives relevant for the buyer and timed to their purchase cycle - so that your offer is attractive and helpful. Offerings such as free product trials, discounts, and educaional content can all be used to entice buyers back to your brand. While there are many approaches one can take in re-engaging lost leads, I find that offering incentives allows businesses to stay top of mind and build relationships with potential customers.
Before spending time or resources trying to re-engage lost leads conduct user research and try to understand the reasons they are not converting. If you can identify and address users' pain points you are far more likely to be able to convert lost leads. There are many ways to gather this data. For example, you could run exit surveys, speak with your current customers to see what you could be doing better, or even just analyse your rivals to ensure your offering is competitive.
Email nurturing is one efficient method for re-engaging lost leads in the B2B sector. This is sending a series of automated emails over time with the intention of fostering relationships and maintaining your brand's awareness among inactive prospects. To inform and engage your leads, the emails should provide pertinent information and resources, such as whitepapers, case studies, and webinars. Additionally, adding personalisation components to the email, such as the lead's name and business, can improve relevance and boost engagement. Another strategy is to get in touch with the lead personally via phone call or tailored email to check if their needs have changed or to offer support. By taking a personalized and educational approach, you can re-engage lost leads and convert them into valuable customers.
As an organization known for generating leads in the B2B space with a 122% lead conversion rate over Facebook and Google Adwords (according to Mailcon). Here's what Anthony Infiesto, our CCO, had to say about a strategy to re-engage lost leads: "I don't follow a template, but I do craft my messages based on past conversations and messages. Sometimes I use a past article of theirs as a reason to engage. Crafting personalized messages, rather than using a template, allows our team to personalize messages to the individual. This allows us to address their interests and needs in a way that is more likely to draw them back in. Also, referencing a past article of theirs can provide an entry point for a conversation that doesn't feel overly sales-oriented. Personalized emails have been shown to deliver 6x higher transaction rates, according to Experian. And marketers see an average increase of 20% in sales when using personalized experiences, according to Monetate.
In my opinion, referral marketing is one of the most effective ways to get back dormant B2B leads by capitalizing on the persuasiveness of word of mouth. By offering discounts or rewards to your current clientele, you can encourage them to promote you to potential new consumers. You can use referral marketing to get in touch with lost leads by having current customers get in touch with them. Adding a human element is an excellent approach to reconnecting with leads and strengthening your relationship with them over time.
Your product's features may have been insufficient or unsuitable for prospects. Send them a feature update email. It's not overbearing. You may now offer the features they wanted! To get old leads back, show them you're making adjustments they want. New features revive old interests. Briefly describe the new features, provide media, and close with a clear CTA. Avoid seeming sales-y, as 84% of customers think salespeople are excessively pushy. Keep emails brief, useful, and actionable. Feature updates address needs and gaps. Show prospects how these new features will improve their life (even in a minor way). Old leads will return to your sales funnel if you explain the problem the new feature solves. Creating content that addresses their pain areas boosts conversion rates. Write from their perspective, not the organizations.
Utilizing a CRM software is one effective way to help reegage lost leads by streamline the process for staff. A strong, agile, team will be able to focus on tasks, such as following up with lost leads in a timely manner. Having a CRM gives staff a guide to recouping leads, increasing a better retention and relationship with lost leads
To recapture lost B2B leads, I believe direct mail marketing is an excellent approach. In this strategy, prospective clients are contacted via snail mail and sent tailored communications. Send out postcards, brochures, and even physical samples of your goods and services. You may re-engage dormant leads by making the message specific to the recipient and useful to them. Combining direct mail with additional strategies, like email or in-person events, can really drive home your message and strengthen your connection to your target demographic.
To effectively re-engage lost B2B leads, it's important to offer them valuable resources or incentives. Providing educational resources, such as eBooks or video tutorials, can help solve problems and improve their business. Alternatively, offering a discount, free trial, or other tangible benefits can provide them with a reason to reconsider your product or service. This strategy not only reminds them of their initial interest in your offerings but also demonstrates your commitment to helping them succeed. By providing value, you can effectively rekindle their interest and bring them back into the sales pipeline.
One effective technique for re-engaging lost leads in the B2B space is the use of account-based marketing (ABM) strategies. ABM involves targeting high-value accounts with personalized, multi-channel marketing campaigns. This approach is particularly effective for B2B companies that sell complex products or services to a small number of large organizations. When re-engaging lost leads, the first step is to identify the accounts that are most likely to be interested in your products or services. You can do this by analyzing your existing customer data, looking at factors such as the size of the organization, their industry, and their previous interactions with your company. Once you've identified the accounts you want to target, the next step is to create a personalized marketing campaign for each one. This could include a combination of targeted email campaigns, personalized landing pages, targeted social media ads, and direct mail.
Incentives work best when you're trying to re-engage a lost lead. You lost that lead because your content wasn't engaging enough. So now you need to try something different. A financial benefit might just do the trick. One incentive that has worked wonders for us is a sign-up discount. People go crazy over discounts. And B2B leads are the same. We've seen a lot of our lost leads re-engage with us when we send a discount in our emails.
Hi there, My name is Tim Walsh and I'm the founder of Vetted, a boutique recruiting firm serving growth-stage tech companies in Greater Boston and beyond. As a recruiter, I'm often working on large contracts with other companies in order to renew or replace a workforce. These projects can be an absolute boon to my business, and if I happen to lose out on a lead, I absolutely want to know why. That's why I sent out post-project surveys even for gigs I don't get. If you're only reaching out to the companies that booked you, you're making a big mistake. There's valuable information to be gained in evaluating your failures, and the best place to start is by simply asking: "What went wrong here?" You'll be surprised at the candidness of some of the responses. Now, not only have you reminded them that you exist, you have a chance to re-approach with a tailored offering that suits their exact needs. Tim Walsh Managing Partner, Vetted https://www.vettedboston.com/
Interacting with lost leads on social media is a great strategy to re-engage them in the B2B space. Using specific accounts tailored to current leads can show potential customers that this company is willing to go the extra mile. Interacting via comments, likes and reposts allows for more active contact than sending out emails alone. Furthermore, utilizing channels such as LinkedIn, Twitter and Instagram have made it easier for companies to engage more successfully with their target audiences at any time of day. Interaction through these platforms makes customer engagement a much simpler task, allowing businesses to stay ahead of the competition and increase brand awareness.
You can start email campaigns that include your success, and achievements to inform them that you are going to be the best. Also, you must address them and tell them that you have some new products or services that they may like. How these services/products are beneficial for them and what benefit they get from your side. This in my view is the great strategy to re-engage lost leads.