How many of you believe (or have clients have who believe) that the secret to growing a business is more new leads? It seems to check out — more new leads means more new opportunities to make a sale and expand that market that you serve.
But what if I told you that you’re already likely sitting on a pile of qualified leads? We’ve all heard the adage that it’s easier to do business with an existing customer than a brand new one, yet I don’t often see pipeline re-engagement campaigns done effectively (at least within the B2B space).
Contacts in your closed/won and closed/lost stages shouldn’t be left there — they should continue to be nurtured, assuming that they’re a good fit for your business.
Closed/won can buy again or be upsold, and sometimes it’s as easy as explaning the additional products or services you offer that the customer simply didn’t know about.
Closed/lost can re-engage if you stay top-of-mind, as their business model, team structure, or overall strategy could change.
I wrote this article on pipeline re-engagement campaigns in HubSpot, including what they are, how they work, and how to get the most out of them in HubSpot (along with multiple references to The Matrix).
Feel free to check it out if you’re interested in learning more, or let me know your thoughts/experiences/wins with pipeline re-engagement campaigns below!
