Losing a lead can be discouraging, especially after you’ve spent a substantial amount of time nurturing them. However, a lost lead doesn’t have to be gone forever. With the right approach, you can turn cold connections into warm opportunities again. The key is knowing when and how to re-engage so your outreach feels relevant rather than pushy.

In this issue of PromoPro Daily, we share a post from UserGems’ Blaise Bevilacqua that outlines some pro tips for re-engaging lost leads. Read on for some ideas to rebuild those relationships.

  1. Segment your lost leads. Bevilacqua says this involves collecting lead information from your CRM and segmenting the data based on factors like a lead’s position in the sales funnel, demographics, company size or behavior. This allows you to evaluate lost leads based on your ideal buyer persona and determine who is most likely to convert.

  2. Create email marketing campaigns. Emails are a great way to reconnect with lost leads because you can fully personalize them. Plus, Bevilacqua says it’s easy to follow up using email automation tools. When paired with other lead nurturing tactics like social media and webinars, you can begin to rekindle your relationship with lost leads.

  3. Monitor trigger events. These are essentially big changes that give you a reason to reach out. Maybe it’s a company expansion, a product launch or a prospect’s job change. Given that prospects and customers change jobs more often than they did in the past, Bevilacqua says it’s especially important to track job changes because it can prevent prospects from turning into lost leads when they move to a different company.

  4. Retarget them on other channels. According to Bevilacqua, you shouldn’t stick only with email but reach out on platforms like LinkedIn. He says this “air cover” approach keeps your brand visible in a different context. When your email lands in their inbox, it won’t feel cold.

  5. Offer a compelling, time-bound incentive. This could be a way to get the deal back on track, whether it’s a promo, an in-depth consultation or a limited-time offer. The key, Bevilacqua says, is to provide a clear reason for them to act now.

  6. Be a helpful, educational resource. Aim to position yourself as a trusted promo pro. Share relevant articles or research. This way, when they’re ready to buy, you’re the first person they’ll contact.

Instead of sending generic follow-up emails, be intentional and helpful. Be sure to segment your audience and reach out in a variety of ways. This is how you can reconnect with leads in a way that feels natural and valuable.

Compiled by Audrey Sellers
Source: Blaise Bevilacqua is an enterprise account executive for UserGems, a sales intelligence platform.