Over at the B2B Lead Gen blog, Brian Carroll proposes:
I’d like to share what we learned from a lead re-engagement test we just completed for a large communications company. We tested a lead nurturing program to re-engage the following types of “old” leads:
- Leads that were “open” but not touched by a sales person in 90+ days
- Leads worked by sales but marked as “closed – lost” meaning they didn’t buy
We started with a simple multi-touch lead nurturing program that included: a 3 touch email track, the emails connected to educational articles, and our teleprospecting team made follow-up calls (based on email engagement replies, clicks and opens).
After their 10-week test, they found the old leads had a 10% higher conversion rate than recent leads.
