Brian Carroll

Lead re-engagement gives you more out of your investment

The year-end push is on and I know you may be wondering what else can I do to drive more revenue with little or no remaining budget?  I've found the best way is to focus on the leads you already have.

Lead re-engagement is one of the most powerful ROI tools marketers have available to them. Why? You're getting more out of the money you've already spent by going deeper within the opportunities you already have. It seems like common sense, but the reality is, I know of very few companies that think about it, because they assume it's the salespeople's job.

That's why I thought you'd find these two articles published this week in BtoB Magazine relevant. They each explain a little known aspect of lead nurturing called lead re-engagement.

In the following article, I'm interviewed by BtoB writer Christopher Hosford and share some trends in what he calls lead recycling (I prefer to call it lead reengagement) and I explain what we do at InTouch.

Read Effective Re-Engagement Gives You More Out Of Your Investment

In this article, Hosford interviews my client Mikel Chertudi, senior director, online marketing and demand generation at Omniture. Mikel shares what Omniture is doing to optimize their lead re-engagement process and drive more revenue.

Read Omniture Practices What It Preaches

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Lead Generation, Lead Management, Lead Nurturing, Lead Qualification, Marketing Strategy, Sales Leads



  1. November 8th, 2007 at 22:26 | #1

    What a great idea, and article. It makes so much sense too. I have been working on a teleprospecting campaign. The first one I did, we worked from an outside list. After reading this article, I picked up an excellent tip. Why not take some of those old leads either closed (because of timing, no budget at the time etc..) or gone cold or lost…and use them as the basis for my next campaign. Indeed as the year comes to an end…having invested in many marketing campaigns..lead reengagement makes perfect sense.

    Thanks again, Brian, for the priceless value you provide in this blog.

  2. December 10th, 2007 at 14:58 | #2

    This is a great article. We utilize automated nurturing activities to help with demand generation, lead generation, lead qualification, pipeline management, fulfillment a follow up as well as renewals. Each record in your database should be on some schedule for communication via phone, email, fax, diret mail or other on a regular basis, but it is important that each interaction builds towards a purchase or a renewal of some sort.

    As for reengagment, we have found the optimal time is 9 to 12 months after your initial contact. If they were buyers when the expressed interest the first time then they are likely due for a contract renewal and are possibly open to looking at other solutions again.

  3. December 12th, 2007 at 17:46 | #3

    Make the best out of a old situation.

    I think this is a very important piece of getting your dollars worth. If you can go through your leads that you have already paid for and find new opportunities, that is free money that was left on the table.

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