Having a worked database is one of the greatest assets that a company can have today. You may already have it, right?Whether it is large or small, you will agree with me that not all the contacts you have in it will be active and that, as it grows, the greater the number of leads that will not buy call lists with your content.What do we do to encourage these inactive contacts? The answer lies in lead management . I’ll tell you more about it in this post!ist_altIndex of contents
What is lead management?
The importance of having an active database
How to get your database reactivated
Before entering the matter, it is important that you ask yourself the following question: what is better, having a large database with many inactive contacts or having a smaller database but with more engagement? Clearly the correct answer is found in the second option.In this article I will develop the why of the answer to this question, delving into the importance of a correct lead management strategy. Shall we start?Do you like what you are reading? Subscribe to the blog!
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What is lead management?
The lead management, lead management or refers to any handshaking between the leads and our company. We are talking about a set of methodologies that allow us to generate new potential customers for the business in order to guide these leads through the sales funnel that we have created.Faced with the eternal dilemma of what is more important, whether to get customers or to retain those we already have, I have it clear. Although it is essential to win new clients, we must not forget the importance of taking care of existing clients, and we can achieve all this with a good lead management strategy.
Within lead management, several phases can be differentiated depending on the relationship between a company and its potential customers. At first, we must draw the attention of future leads and get their contact email, since it will be the beginning of our relationship. In our case, to start capturing the record by obtaining your email, we carry out an inbound Betting Email List strategy .Do you want to implement an inbound marketing campaign? Click here to access the full PDF
Once we have their email, it is important to be able to obtain other additional information, in this way it is easier to contact them and personalize the communication to be able to accompany them correctly throughout the purchase process.All these leads that we are obtaining are stored in our database, making it bigger and bigger. It is very important not to stay alone in obtaining new leads and to go one step further by working on it. At the same time, we must also keep track of those leads that are really interested in us and differentiate them from those inactive ones that only take up space but do not bring us any benefit.If we take as an example the statement that “95% of our leads never convert to customers”, we can understand that we are very good at attracting new users but that, in reality, they do not buy from us.This statement could also be understood as that the current database is not profitable, since we dedicate a large amount of resources to a commercial team that works on opportunities that are not good. In short, if we keep this phrase in mind, you can clearly see that a large part of the database is inactive. And this, why does it happen?Very simple, because these are people who, surely, no longer have an interest in our content. It is proven that the more time has passed since the last user interaction with our brand, the lower the response to the action we take . In addition, it is very possible that if a user no longer interacts with our emails, they will reach spam, which is even more harmful to us.The importance of having an active database
As you can see, an inactive database is not profitable at all, since a lot of effort is spent working on it but the return is minimal. That is why it is important to invest time and effort in having an active database.
If we focus our efforts on getting an active database, you can benefit from a series of advantages:Smaller database
Surely, if we clean up our database, we will greatly reduce the number of contacts. This, far from seeming an inconvenience, allows us to better understand our database and to be able to segment it properly.In addition, it will mean less effort and money. Keep in mind that many of the CRMs have a higher cost as you increase contacts, so the ideal is to pay for those contacts that are really going to interact with your content. Logical, don’t you think?Better communication with your potential clients
By having the best segmented database we can make more personalized communications to our contacts according to the moment of the purchase process in which they are and their interests, so there will be fewer errors in this segmentation.CTR increase
Having the database inactive makes the CTRs lower, since users are not interacting with our communications. This aspect, in addition, hurts us to a great extent, since when it is detected that a shipment has had a high percentage of bounced rate or that it has not had much opening, it causes more and more your shipments to go to spam, since they are harming to your “sending server”.To solve this aspect and try to avoid that your communications end up in the users’ spam tray, I recommend you take a look at this article on mass mailing and how to improve its deliverability.New Call-to-actionHow to get your database reactivated
So, once we get to this point, what should we do? Of course, we are not just going to eliminate those inactive contacts, since we could be missing a commercial opportunity.But we can develop a strategy that helps us reactivate them if they really have a profile that may interest us. If despite our reengagement strategy they are still inactive, then we can think of permanently eliminating them from our database.To achieve this reactivation of the database, I recommend you carry out the actions that I detail below.Segment
If we want our loyalty and reactivation strategy to have the greatest possible impact, you have to know and segment your prospects and customers very well based on their type, sector, resources, purchasing trend, etc.How do we do it? The most important thing is to correctly define our buyer persona . Once identified, we must know what are those characteristics that we ask about in the forms that interest us from our buyer persona and create lists in the database that allow us to see which contacts are inactive and what characteristics they have, as well as at what time of the purchase process were. For example, we can make the following distinctions:
According to period of inactivity:
3 months inactive
Between three months and 1 year inactive
More than a year inactive
According to interests
According to the moment of the purchase process
Design a reengagement lead nurturing
Once we have the segmentation done, we must carry out a lead nurturing strategy according to the interests of the previous segmentation to reactivate them. In this case, we call it “reengagement lead nurturing”. The objective of these communications is to awaken the interest of the “sleeping” contacts to reactivate their behavior.A client who has already hired the services of your company is not in the same buying process as a new prospect or an opportunity that has been paralyzed for months, right? Thus, we must offer a proposal that increases the value provided to leads, depending on their type and specific needs.Do you already know everything about lead nurturing and lead scoring? Access the full PDF!
Delete contacts that do not meet our minimum engagement criteria
Once we have started the system, we must document and analyze the results. Therefore, based on the minimum criteria that we have established to designate the activity of the contacts, we must proceed to eliminate those contacts from the database that, after a while and despite our lead nurturing of reengagement, have continued without interacting with U.S.As you can see, having a large database is not the most important thing. The ideal is to have an optimized and worked database that can really help the commercial team to create good opportunities to get clients.Finally, my advice is that you stop a bit and invest time in analzing where your database is and what relationship you have with current leads. Once you have everything clear, start the reactivation phase for your inactive leads and thus begin to give a new life to your database. I am sure that with all this you will make the efforts invested worthwhile.Do you have another strategy to reactivate your database? Let me know in the comment section!
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