I was just talking to a salesguy today about an amazing miracle he worked with a presumed-dead lead. The sales team had more or less written it off as dead by mid-2009, and the lead pretty much fell off the radar after that. But in early 2010 (almost a year after “dying”), this same lead was put on a nurturing track wherein a drip campaign sent out periodic emails about new product features and improvements.
It was the email update about a new CRM integration that caught this lead’s attention. This new feature solved one of her major pain points and was exactly what she had been waiting for! She clicked on the company’s pricing page, and the salesguy reengaged her and gave her the information she needed. He ended up closing a lucrative deal not long after that.
This is a prime example of how marketing automation can help you work miracles with your own dead leads. Lead nurturing reminds old prospects that your company still exists, and sending periodic updates on product development and features can be the spark that rekindles a relationship that your sales team might’ve otherwise left for dead.
Revive those dead leads with strategic use of lead nurturing! For example, a specially targeted drip email campaign that focuses on new features might be just what you need to hook disengaged prospects back into the buying cycle. You never know what sort of miracles you can work until you stop letting missed opportunities fall through the cracks.
This post is about me! This process has really shown me firsthand the value of a lead-nurturing program, and of the Pardot system to contact leads at the moment they are engaged with you on your site. We are very excited to put the system to work for ourselves. Thanks!