B2B Marketing ROI

The A to Z of B2B

Who has time to reengage leads? You do.

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Everyone talks about lead reengagement. Very few companies do it. Even fewer companies have found a reliable way to automate it.

If you are a B2B marketer, it probably seems as though your marketing budget is always too small, no matter how cleverly you stretch your dollars. One way to get more out of your lead generation spend is to reengage old leads when the end of the year (and the budget crunch for most companies) rolls around. Just because some of your leads haven’t been converted to opportunities doesn’t mean that they’re worthless. In fact, some of them might be waiting to hear from you!

If your organization makes the small initial investment in software that lets you track leads and automate your marketing programs, reengaging leads can be easy and profitable. Setting up a drip marketing program specially designed for old leads will ensure that even if your sales reps forget to follow up, your marketing automation software won’t.

You can create an emails that are less about advertising and more about thought leadership. This is a much softer sell and can be especially effective when reengaging dormant leads who may be turned off by receiving what amounts to a sales pitch. Many leads that fell through the cracks earlier were simply not sales-ready, but that things might have changed. Talking to old leads is the perfect way to get the most of a tight marketing budget and can improve the bottom line.

How much does it cost you to generate a lead? A lot, right? I thought so. Fight hard to keep that lead in play.

Written by Adam Blitzer

October 23, 2007 at 6:15 pm

Posted in Drip Marketing, <a href="http://wordpress.com/tag/marketing-automation/"