January 11, 2021 | Close Deals

Lost leads are frustrating because you’re often left without answers.

Was your product not the right fit? Did they choose a competitor? Did you say something off-putting?

In some cases, it’s best to let bad leads go. You don’t want to drag down resources and energy on dead ends.

However, you also don’t want to give up. Sometimes, leads just didn’t see the right material from your company or hear about the benefits.

Use the remarketing strategies and techniques below to reconnect with and bring back lost leads.

8 Effective Remarketing Techniques to Bring Back Lost Leads

Before implementing the ideas below, evaluate your existing marketing and sales process to make sure there aren’t any structural problems:

  • Did sales forget to follow up with them?
  • Did the lead convert with a competitor?
  • Do their needs not align with what you provide?
  • Did they have a slow or poor experience with someone via your chat or email?
  • Did they hear about a poor experience with your company through a colleague?
  • Was the lead scored incorrectly initially?

Understanding the answers to the questions above will both help you figure out if you should remarket a lead and how you can reapproach them with relevant material.

1. Personalize Landing Pages

Don’t use the same landing pages lost leads already saw. Instead, reevaluate their needs and create personalized landing pages that address their unique pain points.

Consider approaching your product in a different light, highlighting features and benefits you haven’t covered yet. Use a specific personalized landing page for each Google PPC campaign and social media advertisement.

Approach your CTAs differently as well. Some leads might respond to a hefty discount while others might need some more nurturing with valuable content.

2. Create Non-Promotional Targeted Social Media Ads

Replace your typical promotional ads with nurturing content to bring back lost leads.

Take a URL from a blog post on your site that you know the lead visited. Use LinkedIn’s retargeting tool to reach them with a relevant ad. Fill your ad with a new piece of content they haven’t seen yet.

Choose something non-promotional and useful so they feel compelled to click.

3. Host Interesting Digital Events

Virtual events supply a useful tool to bring back lost leads if you can supply interesting topics. Again, make sure your events are not promotional.

Every event should focus on a specific pain point, current event, or issue in your industry. Follow your leads on social media to see what they’re talking about. Connect with trusted influencers and thought leaders your leads follow to boost your events’ credibility.

Events are especially useful for collecting valuable data and drawing insight.

4. Rethink Your On-Site Experience

84% of buyers say the experience you offer is as important as the product itself. Your design should make it easy for leads to find the information they need with minimal effort on their part.

Include pain points and verticals as categories on your menu to bring back lost leads. Show these leads that you understand their challenges and you’re here to make their job easier.

5. Include an Emotional Trigger

We usually don’t think of B2B as an emotion-driven industry, but humans are emotional creatures. Especially in cases of account-based marketing, it’s easy to treat leads like a hive mind.

83% of B2B buyers say the key to winning their business is treating them like a person – not just a sales number. Tap into their emotional side with excitement, stress-relief, security, and growth.

6. Provide Better Customer Service

You can bet leads will Google your brand and ask their colleagues about you before committing to a sale. If one of your current or previous customers has something not-so-nice to say, that lead will vanish.

That’s why customer service is a valuable part of lead generation and nurturing. Make some of your customer resources public like resource centers, tutorials, FAQs, and downloads to show what you offer customers.

7. Boost Your Content Marketing

Only 43% of B2Bs say they have a documented content marketing strategy. A strategy is essential because leads consume an average of 13 pieces of content during the journey.

Sadly, most B2Bs aren’t creating the best content. Make sure you’re investing in the types of content your leads want like product comparisons, case studies, and peer reviews.

Straightforward content a lead can share with key stakeholders and prove your value immediately is key.

8. Create a New Email Journey

For email subscribers, develop a new automated journey with relevant content for their vertical.

Focus more on proving your value as a brand – not product – with industry news, tutorials, and expert advice. If you include promotional content, make sure it’s concise and useful such as a product comparison or case study from their vertical.

You Can’t Go Wrong with Customer Experience

Whether your goal is to bring back lost leads, generate new leads, increase demand, or boost loyalty, you can’t go wrong by improving your customer experience. An efficient user-friendly experience shows that you care about your customers even after they’ve converted.

Also, word of mouth is still some of the most effective advertising. People who love your product and experience will tell their friends and your positive reputation will snowball – especially across existing leads.

Craving a little human connection? Watch the latest Morning Marketing Mug talk about storytelling and connecting with leads on a human level.

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