Finally, a critical element of your lead follow up strategy is identifying when to stop contacting B2B leads.
After all, while it is important to not disregard leads that have the potential to drive significant value for your business, misplaced persistence has the potential to waste opportunities to engage leads who are currently not in the market.
In the case of no engagement with a series of touchpoints, consider pausing lead follow up altogether or re-routing leads into personalized lead nurturing streams to maintain interest. This helps to avoid churn and accounts for the influencing factors that may explain an apparent “loss of interest” from the lead’s side.
Another strategy to consider is addressing this drop in engagement with the lead directly with a closed-loop process. This can be a straightforward yes/no question or a light-hearted email with options for indicating their level of interest, a short video message, or a unique offer.
This can not only help to inform your next steps but it also differentiates your brand from a more generic action, or lack thereof.
Remember, a high percentage of B2B marketing leads with low engagement may be symptomatic of errors in your targeting.