What do we do to stimulate inactive contacts? The answer is found in lead management. I tell you more about it in this post!
Having a database worked is one of the greatest assets that a company can have today. You may already have it, right?
Whether large or small, you will agree with me that not all the contacts you have in it will be active and that, as it grows, the greater the number of leads that will not participate with your content.
Before entering into the subject you must ask yourself the following question: what is better, having a large database with many inactive contacts or having a smaller database but with more engagement? Clearly, the correct answer is found in the second option.
In this article, I will develop the reason for the answer to this question, delving into the importance of a correct lead management strategy. Do we start
What is lead management?
The lead management, lead management or refers to any handshaking between the leads and our company. We are talking about a set of methodologies that allow us to generate new potential customers for the business to guide these leads through the sales funnel we have created.
Faced with the eternal difficulty of what is more important, if getting customers or loyalty to those we already have, I am clear. Although it is essential to winning new customers, we must not forget the relevance of caring for existing customers, and all this can be achieved with a good lead management strategy.
Within the lead management, several phases can be distinguished depending on the relationship between a company and its potential customers. At first, we must call the attention of future leads and get your contact email, as it will be the beginning of our relationship. In our case, to start capturing the registration through the obtaining of your email we carry out an inbound marketing strategy.
Once you have their email, it is important to be able to obtain additional information, in this way, it is easier to contact them and customize the communication to be able to accompany them correctly throughout the entire purchase process.
All these leads that we are getting are stored in our database, making it bigger and bigger. It is very important not to be alone in obtaining new leads and go one step further by working it. In turn, we must also keep track of those leads that are really interested in us and differentiate them from those inactive ones that only occupy us space but do not report any benefits.
If we take as an example the affirmation that “95% of our leads never convert customers”, we can understand that we are very good at attracting new users but, in reality, they do not buy us.
This statement could also be understood as that the database currently available is not profitable since we dedicate a large number of resources to a commercial team that works on opportunities that are not good. In short, if we have this phrase in mind, you can see that a large part of the database is inactive. And this, why does it happen?
Very simple, because these are people who, surely, no longer have an interest in our content. It has been shown that the more time has passed since the last user interaction with our brand, the lower the response to the action we take. Also, it is very possible that if a user no longer interacts with our emails, they reach spam, which still harms us more.
The importance of having an active database
As you can see, an inactive database is not profitable, since a lot of effort is spent working on it but the return is minimal. That is why it is important to invest time and effort in having an active database.
If we focus our efforts on getting an active database, you can benefit from several advantages:
Surely, if we clean our database, we will greatly reduce our number of contacts. This, far from appearing an inconvenience, allows us to better understand our database and to segment it properly.
Also, it will involve less effort and money. Think that many of the CRM have a higher cost as you increase contacts, so the ideal is to pay for those contacts that are really going to interact with your content. Logical, don’t you think?
Better communication with your potential customers
By having the best-segmented database, we can make more personalized communications to our contacts according to the time of the purchase process they are in and their interests, so there will be fewer errors in this segmentation.
Having an inactive database makes CTRs lower since users are not interacting with our communications. This aspect also damages us greatly, since when it is detected that a shipment has had a large percentage of bounced rate or that it has not had much openness. It causes that more and more your shipments go to spam since they are damaging to your “sending server”.
How to reactivate your database
So, once we have reached this point, what should we do? Of course, we are not going to eliminate those inactive contacts, since we could be missing some commercial opportunity.
But we can develop a strategy that helps us reactivate them if they really have a profile that may interest us. If they are still inactive, then we can think about eliminating them permanently from our database.
To get this reactivation of the database, I recommend you to carry out the actions that I detail below.
If we want our loyalty and revival strategy to have the greatest possible impact, you have to know and segment your prospects and customers very well based on their type, sector, resources, buying trend, etc.
How do we do it? The most important thing is to correctly define our buyer person. Once identified, we must know what are the characteristics of which we ask in the forms that interest us of our buyer person and create lists in the database that allow us to see what contacts are inactive and what characteristics they have, as well as at what time of the purchase process they were. For example, we can make the following distinctions:
- According to the period of inactivity:
- 3 inactive months
- Between three months and 1 year inactive
- More than one year inactive
- According to interests
- Depending on the time of the purchase process
Design a lead nurturing reengagement
Once we have the segmentation done, we must carry out a lead nurturing strategy in accordance with the interests of the previous segmentation to reactivate them. In this case, we call it “lead nurturing of re-engagement”. The purpose of these communications is to stimulate the interest of “sleeping” contacts to reactivate their behavior.
A customer who has already hired your company’s services is not in the same purchase process as a new prospect or an opportunity that has been paralyzed for months, right? Thus, we must offer a proposal that increases the value provided to leads, depending on their type and specific needs.
Eliminate contacts that do not meet our minimum engagement criteria
Once we have set up the system, we must go documenting and analyzing the results. Thus, based on the minimum criteria that we have established to designate the activity of the contacts, we must proceed to eliminate those contacts from the database that, after a while and despite our lead nurturing of reengagement, have continued without interacting with the U.S.
As you can see, having a large database is not the most important. The ideal is to have an optimized and worked database that can help the sales team create good opportunities to get customers.
Finally, my advice is to stop a little and spend time to analyze where your database is and what relationship you have with current leads. Once you have everything clear, start the reactivation phase for your inactive leads and start, thus, to give a new life to your database. I am sure that with all this you will make the efforts invested worthwhile.
Do you have another strategy to reactivate your database? Tell me in the comments section!