How to use segmentation to bring your existing leads back to life

By Kélyn Donough

Generating good leads is what controls marketing and sales efforts in most businesses and without success in these endeavours there is less chance of converting leads into sales. It also requires evaluation of data and how one uses the information provided from marketing campaigns to obtain relevant leads. Also, why waste time trying to get new leads on a continuous basis when instead you can bring your existing leads back to life.
You can make good use of your CRM system to find and capitalise on your existing leads in order for you to save resources and reduce the need and frequency with which you need to invest in new data. This also works in the company marketer’s favour as this person is typically being continuously requested to stretch their marketing budget as much as possible.
Once data on existing leads is gathered you can also remarket or nurture successful campaigns that have already proved to be highly effective. Keep in mind that discounts should not be thrown the way of prospects though if they do not respond to your campaigns. It may be that what you are offering them, or the marketing channel you are communicating to them on, is not for them.
You also need to make sure that your leads are divided into their relevant segments in order to target them more effectively with products and services that they desire. Twitter might be a common platform within a particular segment, so a sponsored tweet would be a beneficial channel to effectively reach your target market.
Using the correct channels for each segment not only brings your leads back to life but also, ensures that you get the most out of your investment. This then saves you from repeating the process again in the future, as well as getting the most potential out of each lead and returning the highest probability of conversion. When each segment is analysed and their priorities understood, it benefits your own marketing mix, which then leads to better results with future segments and prospects.