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Re-engagement Campaign Ideas To Revive Dead Opps
chilipiper.com
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Every place a page here uses this source, in the order the words come in it.
For example, Chili Piper's account executives know the ins and outs of their customers' inbound strategies, and they can leverage that wealth of knowledge to offer something valuable to prospective customers. “The compelling event: A common challenge or a new tactic relevant to your prospect” The offer: A free 15-20 minute consult or strategy session with an experienced account executive to share some success stories from existing customers.
They're qualified — if an opp made its way into your reps' pipeline before you already know the account is qualified. “They know you — your reps have an existing relationship with contacts at that account.” So, what's a re-engagement campaign?
So, what's a re-engagement campaign? “A re-engagement campaign is a joint effort between marketing and sales to create new opportunities in accounts with previous closed-lost opportunities.” Things to keep in mind
Re-engagement campaigns can be wildly successful, but they can also be tone-deaf flops. Here are some things to keep in mind when planning your campaign: “Make sure you consult your sales team before executing a re-engagement campaign.” Identify a segment. Don't just blast an email out to the primary contacts at every account with a closed-lost opportunity. Your prospects can smell a spray and pray campaign from a mile away. Instead, segment your closed-lost campaign. Some segmentation ideas: closed-lost reason, industry, company size, etc.
These are also pretty easy to piece together with third-party data providers like Crunchbase. “The compelling event: Recent funding round” The offer: A gift to congratulate them on their recent funding
One way to avoid this is to pull a list of dead opportunities based on closed-lost reasons. More often than not, the new product satisfies a common request or missing functionality that's documented in your sales team's closed-lost reasons. “The compelling event: New product launch” The offer: A short demo video or tutorial of the new product
Identify a segment. Don't just blast an email out to the primary contacts at every account with a closed-lost opportunity. Your prospects can smell a spray and pray campaign from a mile away. Instead, segment your closed-lost campaign. Some segmentation ideas: closed-lost reason, industry, company size, etc. “If nothing has changed at your company or in the account since your last interaction, it might not be the right time to run a re-engagement campaign.” Offer something valuable. The problem with most marketing campaigns is they confuse the offer with the call to action. "Get a demo" is a call to action, not an offer. A good litmus test for this is asking yourself the following question: does my prospect have to do something here? If the answer is yes, then it's a call to action, not an offer.
Identify a segment. Don't just blast an email out to the primary contacts at every account with a closed-lost opportunity. Your prospects can smell a spray and pray campaign from a mile away. Instead, segment your closed-lost campaign. Some segmentation ideas: closed-lost reason, industry, company size, etc. “Make sure there's a compelling event to justify your outreach.” Offer something valuable. The problem with most marketing campaigns is they confuse the offer with the call to action. "Get a demo" is a call to action, not an offer. A good litmus test for this is asking yourself the following question: does my prospect have to do something here? If the answer is yes, then it's a call to action, not an offer.