Category: Strategy

A Few Strategies on How To Re-engage Old Leads 

Nobody wants to be that person. You know, the seemingly spammy sales pro regularly adding to the deluge of unwanted emails flooding other people’s inboxes. They’re the worst, right? Delete. Delete. DELETE.

But as b2b sales enthusiasts, we also don’t want to give up on the once engaged contacts who are possibly still interested in our businesses (and potentially a purchase or referral down the road).

That said, thawing unengaged, cold contacts sometimes feels like fighting an uphill battle. Particularly when research shows that the average B2B database decays at a rate of 2.1% per month. That’s an annualized rate of 22.5%!

Of course, some of this decay occurs for reasons outside of our control – contact email addresses change due to new jobs or company acquisitions, unqualified leads opt out, and so on.

So how exactly do we go about reigniting stale relationships and cleaning out the cobweb-covered contacts that are contributing to database decay?

Identify the circumstances around each opportunity

Make a list of cold leads and the circumstances around each missed opportunity to inform your strategy. For example:

If the lead dropped out of the funnel because they were busy, you’ll want to make sure to focus on creating stand-out subject lines and providing as much contextual information as possible upfront to save them time.

  1. If there are lingering questions, make a point of providing personalized answers when you reach back out.
  2. If the deal stalled after you sent a proposal or demo-ed a product, address objections or clarify key details to get the deal back on track.
  3. And, if they weren’t interested in moving forward, skip it.

Send a “9 Word Email”

This strategy was pioneered by entrepreneur and online marketer Dean Jackson for warming up old real estate leads. The format is simple.  Use the customer’s first name as the title (‘Steve’).  The body of the email is (roughly) 9 words: ‘Are you still looking at getting [insert] [your] [service]?’  Then sign off with your own first name.

Make Them Laugh

Send a message that adds a little humor or amusement to their day, while remaining on-brand and appropriate.  People like to laugh. Research from Wharton, MIT, and London Business school has shown many business benefits of a little laughter at work.  And it looks like we need it, too! Adults over 35 laugh only 15 times a day, compared to more than 400 times for giggle-happy babies.

Retarget Through Social Platforms

This is always a great option. You can upload custom audiences to retarget your leads where they already are. The benefit of this is that it also increases the likelihood that they will engage with your brand on social media by following your account.

Scan Their Social Media And Reach Out

If leads have stopped responding to phone calls and emails or have otherwise gone cold, you need to provide more value and possibly differentiate your approach. First, scan their social media to see if they have moved to a new company or have a new role. Sometimes small outreaches, such as congratulating them or wishing them a happy birthday, can open up conversations.

Have A Real Person Email A Valuable Offer

Try sending an email from a real person offering something of value. Reach out with a customized email, sending leads to a piece of content that is specific to what we know about them and their needs.

Bait Them With Content

The easiest and most effective way to reconnect, sharing your content can bring your cold leads back into the hot tub. A free ebook, webinar, case study, something that displays your offering’s value is essential in reigniting interest in your products of services:

  • You provide them with proof of the value you can provide
  • You can measure their interaction to frame the next interaction
  • You build trust and brand awareness
  • You continue to keep them interested and engaged

Consider Where You Choose to Make Contact

Particularly in cases where the deal originally fell through because the lead got too busy or forgot to follow up, making a point of “meeting” prospects on their preferred channel can help you cut through the noise and get this deal back on track.

Look into the demographics of your old leads to identify which channels make the most sense for making a reintroduction.

Older buyers might prefer to use Facebook, while Millennials might primarily use Twitter. Depending on industry or role, LinkedIn might be the best choice, here, regardless of which generation they belong to.

Reexamine The Data

Reengaging cold leads can be achieved by reexamining the data associated with them. It’s important to dig deep into the data to identify the right decision-makers at the right time in their buying journey. New and innovative ways to do this today are emerging, such as the powerful combination of intent monitoring and business contact data.

Change Your Question

If you have not received a response to your last email to the lead, have a look at what your close was. Most people, instead of saying ‘No’ to a request they can’t fulfill, simply do not respond at all to save themselves from the awkwardness. To get them back in talking mode, approach with a different, more effortless close.

Extend Your Soft Offer

You’ll never buy a car before taking it out for a test drive. Many of your prospects think the same way about your product. If they are going to invest in it, they would want to try it out first. So, when you feel like your lead is starting to act distant, extend your soft offering.

Lure them back in with a free trial or a simple demo to understand the features of your product. Did you know that in the SaaS industry, many product and service providers obtain 100% of their customers through conversions of free trials to paid subscribers? That’s reassuring data for other sectors too. When your charm stops working on them, pull the big guns out and let your product do the talking.

Pick Up Where You Left Off

Make things easy on your prospects by offering a recap of where things were before everything fell apart. We recommend approaching this as a friendly reintroduction, focusing less on conversions and more on restarting the conversation.

Finding Partners using Cold Emails

If you want to be more competitive on the market, you might have to partner with other companies that serve your audience. There are many ways to do this, but one of the best ways is to use email marketing. The key here is, to be honest, and provide value and show how this arrangement would benefit them.

An email to potential partners can help you penetrate new markets in a fast and efficient way, gain credibility from the get-go and score introductions that you could not easily get on your own.

So how do you write this email?

You have to:

1. Define your target clients

Before doing anything else, you must first define your target partner. Who are you trying to attract? This is an important step because it will define who you will reach out to form a partnership with.

2. Find the right partners

Then, do your research to find the right partners. Focus on industry experts, forums, or companies that already have an established relationship with your target clients.

An easy way to do this is by focusing on products or services that are related to your own. For instance, a landscaping business can think about partnering with home builders or interior decorators. If a potential client has already spent money to build a new home, they will likely be interested in landscaping too.

Make a list of these companies and the names of the founders or someone who handles partnership arrangements.

3. What will motivate them to work with you?

After choosing your preferred clients, you must come up with an offer that you believe your potential partners will be interested in.

Asking partners to help you get in front of their audience should not be a one-way deal. You have to offer something substantive in return. The motive could be as simple as financial gain. In that case, you could work out a profit-sharing agreement that works for both parties.

4. Reach out

Most of your effort should go into reaching out to these partners. That is because your approach could make or break the whole deal.

To start off, use tools like hunter.io or apollo.io to get email addresses for the contacts of these companies.

Ensure your email is personalized – make the message as personal as possible. This increases your chances of getting a reply.

Keep it brief – Make sure to explain the basics of your offer, but limit yourself to a couple short paragraphs. If they are interested they will reply with follow-up questions or call you.

Here’s where we come in:

You’ve learned how to pitch to potential partners, if you need help getting this done, then we can:

Find potential partners that serve your audience.

Find their email addresses, contact information, and personalization tokens.

Craft personalized emails and send them to these contacts.

If this sounds interesting and would like to chat more about it, please don’t hesitate to reach out.