Lead Re-Engagement is Lead Nurturing to Rejuvenate Old Leads

The January sales push well on it’s way and most B2B marketers I know are looking more ways to generate leads faster. But here’s a question to ponder…

Do you have a process have a process for handing leads (from sales) back to marketing when they are not sales ready? If not, I recommend you consider at re-engaging the leads you already have in your database and pay special attention to the leads your sales team didn’t convert last year.


I’d like to share what we learned from a lead re-engagement test we just completed for a large communications company. We tested a lead nurturing program to re-engage the following types of “old” leads:

1. Leads that were “open” but not touched by a sales person in 90+ days
2. Leads worked by sales but marked as “closed – lost” meaning they didn’t buy

We started with a simple multi-touch lead nurturing program that included: a 3 touch email track, the emails connected to educational articles, and our teleprospecting team made follow-up calls (based on email engagement replies, clicks and opens).

The teleprospecting team was also equipped with one-to-one emails and relevant articles designed to progress and continue the conversation. Our strategy was pretty simple: be a resource for that prospect and offering relevant ideas—and not being a pest, and asking over and over, “Are you ready to buy yet?” If there was a need, we qualified them sales ready leads according to their universal lead definition.

After the 10-week test, we found the old leads (some were over two years old actually) had a 10% higher conversion rate than the more recent leads that were a few months old. Our client expected the more recent leads would have a higher conversion rate but it was actually the older leads that performed better.

What do you think about this idea of lead re-engagement? Is it something you do or would do in your company?

Related Posts:

Steps for creating a true lead nurturing program
A multi-modal approach to lead nurturing
What IS and ISN’T Lead Nurturing
On Inbound lead nurturing
5 Lead nurturing tips to create relevant and engaging emails
Lead Nurturing is Walking the Buying Path with Your Customers
Lead Nurturing – Ripening the Right Bananas

Trackbacks/Pingbacks

  1. Snappointz2 - May 15, 2012

    Feedcastz2…

    Great blog post, saw on…

  2. reverse phone lookup - June 1, 2012

    Salutations…

    I considered posting this pingback awesome function…

  3. bad credit loans - June 25, 2012

    Adsense…

    I have a Mac and use the latest version of Firefox. I want the download window to stop popping up every time i save like a picture or something. For instance when i save a picture i see in firefox, the download window pops up saying what i’ve download…

  4. console video games - June 25, 2012

    follow blog…

    Is there a website that makes it easy to follow blogs and podcasts? I don’t have an iPod, does that matter?. …

  5. intraday trading - June 27, 2012

    Blogger…

    My school has both and they are the same thing. Everytime I go to a site it says either: You must have firefox, or You must have internet explorer. Also why is firefox downloadable? Wouldn’t you already have a browser?. What are the add ons like? Inte…

  6. Personal Trainer Locations - June 27, 2012

    Blogroll…

    I have one computer running Vista which is connected to the internet and I want to be able to get the internet on my second computer (that’s got XP) which is connected via a crossover cable. What do I need to set to be able to surf the net on my secon…

  7. kansas city party bus - June 28, 2012

    Advice…

    i need some ideas for a blog. i already do poems and surveys on it but i wanna talk about something.. …

  8. www.youtube.com/watch?v=JuBW9kvBfsM - July 1, 2012

    Commentary…

    My home computer is hooked up to a router. I would like to have access to my home computer’s webcam through my work computer. . My home computer is hooked up through a DSL modem and is always on.. My work computer obviously has access to the Interne…

  9. Dreamz Infra Reviews - July 1, 2012

    Advice…

    Whenever I open firefox, it instantly crashes. I’ve tried opening it in safe mode and still it doesn’t work. I even tried changing my homepage. When my friends give me a link in my msn messenger, it opens up firefox and it works fine, I’m able to br…

  10. http://www.buy-ambien.us - October 1, 2012

    http://www.percocetnorx.compercocetnorx.com

    very nice post…