What is Cold Lead Re-Engagment?
For any growing online business, most leads and prospects who enter the sales process won't become customers overnight - it takes due diligence in the form of strategic lead nurturing to prime someone to buy from you.
Not all lead nurturing takes place immediately following initial opt-in. According to Marketo, on average, 50% of the leads in any system are not yet ready to buy. That means a good portion of leads who enter your sales funnel aren’t ready to commit to a purchase and may not be for some time. After expressing interest in your business by filling out a form on your website or opting in to your list through some other medium, a good portion of your leads will drop off in engagement over time, resulting in inactive leads.
While these leads are on your list, they no longer express interest in your business; they don’t visit your website or buy from you, and in the time it’s taken them to shop around, they’ve likely forgotten you even exist. This buyer purgatory leaves disengaged leads open to indifference toward your brand and, therefore, vulnerable to competitors.