The only drawback is that some of the contacts we have in our database are inactive, meaning that not all of them are interacting with the company through any action. These are what we call cold leads. Those contacts that are not in the purchasing process .
The aim of any organisation is to have a good database, meaning that any contact in our database is within one of the phases of the sales funnel. Therefore, if we have inactive contacts, our main aim is to reactivate cold leads. How? This is where Lead Management comes in.
Lead Management: What is it?
Lead management is a series of methodologies linked to the relationship between the lead and the company. These allow the leads to be guided through the sales funnel to become final customers.
Within lead management, there are several phases depending on the relationship between a company and its potential customers: attracting the attention of new customers, leading existing hotmail email list customers through the funnel so that they become final customers, and retaining those who have already purchased from us. All of this is what is achieved with lead management together with Inbound Marketing strategies .
You have just started your business and you do not currently have a database, what do you do? To start, you should create a landing page with a download resource accompanied by a form for users to leave their data (in this case, basic data). Once you have this data, you set up a strategy to find out a little more about them; their interests, needs, concerns... in this way, you show them content that is of interest to them by combining TOFU, MOFU and BOFU elements to guide them through the entire purchasing process and achieve a sale.
In this sense, lead management is nothing more than a series of methodologies that help us to get a lead to become a real client. So, what does Lead Management mean?
- Lead Generation : We capture data so we can manage it later.
- Query Management : We answer leads' questions.
- Classification and segmentation of leads : We separate the leads into groups to make communication more personalized and relevant.
- Lead Nurturing : We send the information they need when they need it.
- Lead Distribution : We provide you with a team of people to assist you.
How to reactivate cold leads
To start, we recommend that you clean up your database . The smaller it is, the more likely we are to obtain hot leads or end customers.
Segmentation also plays a key role. Classifying your leads according to their interests, age, sex, whether they are closer to a sale or not, etc., will help you establish certain actions that will allow you to get closer to the lead and guide them correctly through the sales funnel so that they become a customer.
For this reason, it is important to identify your Buyer Persona , to know what type of clients you are interested in and to be able to discard those who do not contribute anything to you or do not move around your sector. From here, it is important to determine or find which contacts are active and which are inactive , in addition to determining their characteristics and at what point in the purchasing process they were. To do this, you must take into account the following aspects:
- According to period of inactivity:
- 3 months inactive
- Between three months and 1 year inactive
- More than a year inactive
- According to interests
- At what point in the purchasing process are you?
Once the database cleaning and segmentation have been carried out, in order to reactivate cold leads we cannot ignore a lead nurturing strategy . The automation of actions that will depend on the interests and the point in the purchasing process in which the lead is.
Do you want to reactivate your cold leads and don't know how? At Ipanema , as Inbound Marketing specialists, we help you find the best strategies and techniques for reactivating leads through lead management.
