Dormant leads are not always dead.
Let’s face it: your company probably has a lot of dormant leads sitting in its database. These are people who have engaged with your content in the past but haven’t responded to any of your outreach or sales efforts in months or even years. But it is possible to restore dormant leads.
Many companies focus their efforts mainly on top-of-funnel leads, ignoring the potential of dormant (middle of the funnel) leads. Nurturing dormant “warm” leads can be a good way to bring in new sales and find new opportunities. There are several ways to do that—and we’re here to tell you how.
1. Build a Relationship and Make Connections
First and foremost, you need to build rapport with your prospects so they feel comfortable doing business with you. To restore dormant leads, you need to get to know your prospects, understand their needs and interests, and establish yourself as someone they can trust. You can do this by reaching out occasionally (but not too often) to stay top of mind and remind them that you exist.
When you send something meaningful and helpful once or twice a week – this means staying top of mind when they need a solution like yours.
Additionally, you can consider an ABM approach, where you don’t just send random emails out into the ether hoping someone will respond; instead, you gather up all the information about your prospects that’s available online and use it as part of an algorithm that helps determine which outreach methods are most likely to get results for each individual prospect.
If you want to see results from your lead generation efforts, then you’ll need to reach out occasionally and think about how you can create a positive customer experience for your prospects.
2. Showcase New Offerings and Improvements
Let’s say that a dormant lead signs up for your newsletter at a conference and then goes quiet for a few months. You’ve already established a relationship with them by providing value through the newsletter, so when you reach out to them again, it won’t be like starting from scratch. They’ll remember who you are, and they’ll be more receptive to what you have to say.
You need to show off new offerings or other changes to your business. One way to restore dormant leads is to offer them something you weren’t able to before, such as a new product that better fits their needs.
Remember, they may also have changed their needs and resources since signing up as a lead. They may have increased their budgets or have new business considerations/needs, making them more open to your offering now.
You can reach out to these dormant leads and offer them something new or improved in your product line, or you can show them what’s changed since they last contacted you. It’s important to let them know that you haven’t forgotten about them and that they can still get the same great products from your company as before—now even better.
3. Offer Value
If a dormant lead is still in the decision stage, a relevant offer can help push them further down the sales pipeline. If they have not signed up for your newsletter, send them an email with a free ebook or PDF that will help them get started. If they are already subscribed to your newsletter, but you know they are looking for a particular service, send them an email about it.
To use this method to restore dormant leads, you need to make sure that your offer is tailored to their specific needs. Tailor content to the client as much as possible. If you’re talking about one of their competitors, for example, don’t just say that—tell them what it means for them and how you can help.
You don’t want to be spammy. Instead, look for ways you can best support and help your prospects with their unique needs. In a nutshell, don’t overlook dormant leads as a potential source of new business. There are many ways to nurture these dormant leads and increase your chances of converting them into new customers.
JMS Elite can help with nurturing dormant leads and providing the best experience possible to prospects. Check out JMS Elite’s Lead Nurturing service, which is specifically designed for B2B companies looking for a more advanced approach to lead nurturing.
If you want to learn more about JMS Elite’s lead nurturing services, download our free sales guide to get started, or contact us today!
John
