Lead reactivation
Lead reactivation is going back to leads, past inquiries and former clients that went cold, and giving each of them a specific reason to talk again. These people already know your business, and you already paid to reach them once. Done by hand, it tends to happen only when work gets thin.
Why it matters
Every agency and consultancy has a list of people who asked about a project, got a proposal and then went silent. Plenty of them never said no. The timing was wrong, or the proposal landed in a busy week and nobody followed up. Those leads sit in the CRM marked lost or left open, and nobody looks at them again. When reactivation only happens in a slow month, it turns into one rushed email to everyone and then nothing for months.
An example
Take a small implementation shop that sends proposals all year. A reactivation pass picks the leads that went cold more than a quarter ago, reads what each one asked for, and drafts a short note tied to something new: a project like theirs that just wrapped, a change in the software they use, or a slot opening up in the schedule. Each note goes out from the person who spoke to them, and any reply lands back with that person, with the old notes attached.
How a system handles it
A system keeps the list current, so reactivation runs on a schedule and stops depending on a slow month. It pulls leads and former clients who have gone a set time without contact, drops anyone who asked not to hear from you, and drafts each note from what's already in the record. A person reads every draft before it goes. Replies go to whoever owns the account, and anyone who doesn't answer is marked so they aren't chased again next month.
Questions
Is lead reactivation the same as follow-up?
No. Follow-up keeps a live conversation moving in the days after an inquiry. Reactivation goes back to conversations that ended weeks or months ago, and it needs a new reason to talk. They run on different lists and different timing.
Won't old leads find it annoying?
A generic checking-in email does annoy people. A short note that refers to what they asked about, from the person they spoke to, reads as someone paying attention. Anyone who asked to stop hearing from you stays off the list.
Related
- Pipeline stallA pipeline stall is a deal that has stopped moving but still counts in the forecast. How to spot a stalled deal and how a system flags it in time.
- Old leads in your CRM: how to reactivate themOld leads went quiet for different reasons. Group them by why, send a short note per group that a person approves, and put every reply back in the pipeline.
- CRM hygieneCRM hygiene is keeping CRM records accurate, complete and free of duplicates. Why it decays, what it breaks, and how a system keeps it as a routine.