Leads Living in the Lead Grave Yard? Recycle

I am a huge fan of the boomerang track discussed in a recent article by Sam Boush @samboush over at Lead Lizard. It’s a major component of a Recycle Program I recommend to most clients. It’s rather easy to implement and can become a quick win for the Sales and Marketing team as a first step in the overall lead lifecycle management process.

In many cases, leads get quickly reviewed, called once and get dumped into some status where they are never seen again. This lead graveyard is no place any lead should live. To maximize Marketing investment, it’s essential to build a process to bring leads back to Sales.

As a first step, the leads should not only get nurtured, but also get scored. If the lead gets active again, the lead will boomerang back  into the lead queue.

A  second part to the program is to introduce a time based element on top of the scoring activity. This allows Sales to specify when the lead should boomerang back if there is no activity. For example, the rep would drop the “Call me back in two months” lead into the Recycle Program. If the lead became active within two months, the rep would get the lead back after it hits a certain threshold. If there was no activity, the lead would boomerang back to the lead queue along with a task for the rep to followup.

And of course, tracking success is vital so setting up a program to measure leads flowing through this process helps measure ROI. After all, Marketing has already paid for the lead so getting back a lead from the dead lowers the organization’s overall cost per MQL.

Quick Steps to Lead Recycling

  1. Rep adds lead to Recycle Program with a timeframe of  2, 4, or 6 months.
  2. The lead’s score drops to 0.
  3. The lead gets nurtured by marketing. If it becomes active and hits a threshold, it returns back to Sales.
  4. After X months, the lead returns to Sales and adds a task to the rep’s queue.

The 8 Lead Nurturing Tracks You’ve Never Heard Of

 It’s tempting to build lead nurturing streams around your major campaigns—and stop there. But lead nurturing isn’t “one size fits all.” The best streams (or “nurture tracks”) help you send targeted messages based on a prospect’s stage in the buying process. Here are eight (admittedly offbeat) […]

Click here to view original web page at blog.marketo.com

The post Leads Living in the Lead Grave Yard? Recycle appeared first on RevEngine Marketing.

Jeff Coveney

Jeff Coveney

Jeff Coveney is an accomplished marketing expert with more than 20 years success in generating demand and creating buzz for leading technology organizations. Previously, Coveney redefined the demand generation process at Application Security with the implementation of a state-of-the-art marketing automation system leveraging Marketo. Coveney’s programs helped Application Security earn a 2013 Marketo Exceptional Product Usage nomination. Marketo also honored Coveney as one of the world’s top 50 Marketo professionals by naming him to the 2013 Marketo Champion Elite class. Prior to joining Digital Pi, Coveney founded RevEngine Marketing, a marketing automation consulting firm helping companies accelerate leads through the marketing funnel in a repeatable and measurable way. Most recently, Jeff joined Digital Pi as EVP of Marketing where he continues to strategize marketing engagement strategies for both clients and the agency.
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