How to re-engage old leads?
Posted: Sat Feb 22, 2025 9:38 am
Re-engaging old leads may not always be easy, but it is essential to recover a lead that disappeared after a connection. One of the first lessons that a marketing professional learns on a daily basis is that it costs, on average, 6 times more to acquire a new customer than to retain an existing one.
What is a lead?
Firstly, a lead is a potential consumer who represents a business opportunity, as they have already shown interest in your company in some way. In other words, they have downloaded material from your website, requested a quote or tried the product, for example. In exchange, they have left their contact details with the company.
Then, the company can get closer, strengthen the relationship with the customer and help them make the purchasing decision. In other words, a lead is a user who is within the company's reach, regardless of the digital channel to which they are connected.
The concept of leads has become more evident with the growth of Inbound Marketing in recent years. From this marketing perspective, companies do not go after customers; customers come to companies through attraction strategies such as SEO and Content Marketing.
However, most people who are getting to know a brand UK telegram data ready to buy or do not even have the company's customer profile. Therefore, they still need to go through a process of maturing their purchasing decision.
This process takes place within the sales funnel, which follows the purchase journey and filters only those who represent a sales opportunity. Throughout the funnel, the marketing and sales teams stay in contact with leads, sending content and answering their questions, until they are ready to buy and the purchase is made.
How to re-engage old leads?
Whenever you generate a lead base, your conversion and closing expectations are directly related to the quality and adherence of these leads, right? But sometimes even a perfect lead doesn't convert in your sales process for some reason. And this can raise a series of questions: Was the process adequate? Was the competitor more strategic? Did the lead not understand the proposal? Or was he simply not prepared to buy?
There are a large number of opportunities that end up being lost simply because the lead is not yet at the right time to make a purchase. This is what we call a “cold lead” in the lead thermometer. And ignoring it completely can be a big mistake. Cold leads do not mean that you will no longer do business. It just means that these new business opportunities do not yet know your company well, or have not yet had contact with the right channels.
So, now is the time to show that you can be very useful to them and warm up these leads. The main advantage of Inbound Marketing and Inbound Sales is the relationship created with leads. Keep them in your database and activate them from time to time. At the right time, and with the support of the maturity generated by Inbound Sales, conversion can happen. We have separated some tips for re-engagement:
Search
Even though you have data about your lead and what was discussed with them, it is a good idea to do some research to update this data. This will help you better match the context in which they are, or could be, in.
After all, no matter how much previous information you have, the current information is always more relevant. Furthermore, another point is that this research also helps you in the process of prioritizing leads.
If you see that the company is in a more accelerated phase, you understand that this may be the best time to get in touch and put them in a recovery flow. Through this research, you can also generate relevance for the lead in your approach.
Content and context
Content is always the basis for context. Therefore, we always say that the easiest way to generate value is to work with the lead's context, the specificity of each one. In any case, the content you share with the lead must be related to their context and must facilitate their understanding of the problem.
What is a lead?
Firstly, a lead is a potential consumer who represents a business opportunity, as they have already shown interest in your company in some way. In other words, they have downloaded material from your website, requested a quote or tried the product, for example. In exchange, they have left their contact details with the company.
Then, the company can get closer, strengthen the relationship with the customer and help them make the purchasing decision. In other words, a lead is a user who is within the company's reach, regardless of the digital channel to which they are connected.
The concept of leads has become more evident with the growth of Inbound Marketing in recent years. From this marketing perspective, companies do not go after customers; customers come to companies through attraction strategies such as SEO and Content Marketing.
However, most people who are getting to know a brand UK telegram data ready to buy or do not even have the company's customer profile. Therefore, they still need to go through a process of maturing their purchasing decision.
This process takes place within the sales funnel, which follows the purchase journey and filters only those who represent a sales opportunity. Throughout the funnel, the marketing and sales teams stay in contact with leads, sending content and answering their questions, until they are ready to buy and the purchase is made.
How to re-engage old leads?
Whenever you generate a lead base, your conversion and closing expectations are directly related to the quality and adherence of these leads, right? But sometimes even a perfect lead doesn't convert in your sales process for some reason. And this can raise a series of questions: Was the process adequate? Was the competitor more strategic? Did the lead not understand the proposal? Or was he simply not prepared to buy?
There are a large number of opportunities that end up being lost simply because the lead is not yet at the right time to make a purchase. This is what we call a “cold lead” in the lead thermometer. And ignoring it completely can be a big mistake. Cold leads do not mean that you will no longer do business. It just means that these new business opportunities do not yet know your company well, or have not yet had contact with the right channels.
So, now is the time to show that you can be very useful to them and warm up these leads. The main advantage of Inbound Marketing and Inbound Sales is the relationship created with leads. Keep them in your database and activate them from time to time. At the right time, and with the support of the maturity generated by Inbound Sales, conversion can happen. We have separated some tips for re-engagement:
Search
Even though you have data about your lead and what was discussed with them, it is a good idea to do some research to update this data. This will help you better match the context in which they are, or could be, in.
After all, no matter how much previous information you have, the current information is always more relevant. Furthermore, another point is that this research also helps you in the process of prioritizing leads.
If you see that the company is in a more accelerated phase, you understand that this may be the best time to get in touch and put them in a recovery flow. Through this research, you can also generate relevance for the lead in your approach.
Content and context
Content is always the basis for context. Therefore, we always say that the easiest way to generate value is to work with the lead's context, the specificity of each one. In any case, the content you share with the lead must be related to their context and must facilitate their understanding of the problem.