It can be disappointing when a lead officially moves over to the lost pile. Considering how the internet and marketing automation has increased sales and marketing teams’ ability to quickly acquire large amounts of new leads, it can be tempting to simply forget about lost leads and move on to the next set. However, those leads were once considered possibilities, and marketing automation software makes it an easy thing to casually contact leads without wasting any of your employees’ efforts. Keep reading to learn how you can reach out to a lost lead using marketing automation without costing you any time or money.
How a Lead is Lost
Leads become inactive and effectively lost for various reasons, although those reasons can generally be grouped into two broad categories, which happen at two distinct spots in the lead funnel. The first is distraction, which usually occurs at the top of your lead funnel. It simply means the lead didn’t have an opportunity to engage with your marketing materials and wasn’t hooked by your product. They may know who you are, but they aren’t interested enough to pay attention.
The second, and more difficult to overcome, is when a customer knows about your company and your services, but does not think you are the correct provider of a solution to their problem. This typically occurs much further down the sales funnel, and can be more difficult to overcome.
How to Regain a Lead’s Interest
If you have lost a lead due to distraction, then attention grabbing marketing automation solutions can yield great results. Social selling is a great way to get a lead’s attention, and a quick follow up with a limited time offer can create urgency and inspire a lead to renew their interest in your products or services.
If you lost a lead further down the lead funnel, the process can be a little more involved, but you still have some great options to reach out to that lost lead using marketing automation. Educational lead nurturing can help you regain a lead’s interest. Nurturing helps deliver unobtrusive, well-timed, direct communication that focuses more on educating a lead about different problems and their potential solutions as opposed to simply selling. An annual follow-up is another great way to remind a lead that you’re out there because people can get new titles, budgets can shift and problems can change over time.
If you opt for one of these routes, remember that a multi-channel, multi-touch solution such as what marketing automation providers like Lead Liaison can implement can be incredibly effective. Spreading communications across email, direct mail, text messages and promotional material ensures prospects don’t feel spammed by repeated and unrequested emails. And different people respond to different mediums – someone who isn’t on top of answering every email that comes their way may be much more receptive to a text message.
All in all, you should never truly give up on a lead, and with marketing automation, you don’t have to. Learn about more lead acquisition and marketing automation strategies on Lead Liaison’s marketing automation resource blog.