Optimizing lead reactivation: key strategies and metrics
Posted: Mon Dec 09, 2024 5:21 am
The concept of “ lead reactivation ” is likely to resonate with most organizations, as they all seek to extend the lifespan of potential leads interested in the product or service offered. This strategy, also known as lead nurturing, is a vital strategy to be able to contact users with whom we have interacted, but for different reasons have not become customers.
«According to Marketo, companies that have effective lead reactivation strategies generate 50% more qualified leads for sales at a 33% lower cost»
A clear example of this would be a case in which you have 10 thousand leads who have already been offered the product/service and were unsuccessful, but now you rich people database want to contact them again. This is where the key questions come into play to apply an optimal lead reactivation strategy, which are the following: Which channel should be used? (Taking into account that the first one used was not effective with these leads) In what time slot are they most likely to respond? Is there a new offer that may be more attractive than the previous one?
However, the company or brand must also have basic characteristics to be able to reactivate these users, among which the following stand out: a lead qualification system: these will be measured through a lead scoring process, in which different criteria will be taken into account to assign a score to the lead, effective and bidirectional communication and an online presence.
With all the above points clarified, it is fair to refer to the effectiveness KPIs that can be established for lead reactivation campaigns:
Percentage of leads contacted: This KPI tells us how many of our leads we have managed to contact again through our nurturing campaigns.
Percentage of interest on new creative/information that has been sent: This is a key indicator to understand if you are providing relevant and engaging content.
Conversion effectiveness: This is the final metric that tells us whether tangible results are being generated.
But how are reactivation strategies carried out at Walmeric ? We have a model that allows you to cross different contact channels within the same strategy. For example, you can send a text message and then only call those who showed interest in the message. This allows you to maximize the impact of the actions, optimize resources and highlight the importance of omnichannel.
This is why, through the correct implementation of our market-leading technologies, you can adequately segment, personalize and track your business, which will significantly improve both conversion rates and customer loyalty.
Are you ready to optimize your lead reactivation strategy and take your business to the next level?
«According to Marketo, companies that have effective lead reactivation strategies generate 50% more qualified leads for sales at a 33% lower cost»
A clear example of this would be a case in which you have 10 thousand leads who have already been offered the product/service and were unsuccessful, but now you rich people database want to contact them again. This is where the key questions come into play to apply an optimal lead reactivation strategy, which are the following: Which channel should be used? (Taking into account that the first one used was not effective with these leads) In what time slot are they most likely to respond? Is there a new offer that may be more attractive than the previous one?
However, the company or brand must also have basic characteristics to be able to reactivate these users, among which the following stand out: a lead qualification system: these will be measured through a lead scoring process, in which different criteria will be taken into account to assign a score to the lead, effective and bidirectional communication and an online presence.
With all the above points clarified, it is fair to refer to the effectiveness KPIs that can be established for lead reactivation campaigns:
Percentage of leads contacted: This KPI tells us how many of our leads we have managed to contact again through our nurturing campaigns.
Percentage of interest on new creative/information that has been sent: This is a key indicator to understand if you are providing relevant and engaging content.
Conversion effectiveness: This is the final metric that tells us whether tangible results are being generated.
But how are reactivation strategies carried out at Walmeric ? We have a model that allows you to cross different contact channels within the same strategy. For example, you can send a text message and then only call those who showed interest in the message. This allows you to maximize the impact of the actions, optimize resources and highlight the importance of omnichannel.
This is why, through the correct implementation of our market-leading technologies, you can adequately segment, personalize and track your business, which will significantly improve both conversion rates and customer loyalty.
Are you ready to optimize your lead reactivation strategy and take your business to the next level?