How to turn inactive leads into business opportunities

Inactive leads are often overlooked and viewed as a folder containing information we already know, from which nothing more can be gained. In reality, they are one of the most valuable assets in a company’s marketing and sales funnel.

The main question is: why invest solely in acquiring new contacts when you can generate new revenue opportunities with people who have already shown interest in your business? 

There are several ways to turn inactive leads into valuable and fruitful opportunities.

First of all, let’s ask the question: what exactly are inactive leads? 

They are contacts who have interacted with the brand but, for many reasons, have ceased that interaction over time. 

For example:

• Customers who made a purchase but did not return

• Potential customers who requested information but then decided not to proceed

• Leads who stopped responding to emails

Usually, these are not “lost causes.” They are cases with a lack of engagement

And why invest time in reactivating these leads?

1. Lower acquisition cost: the investment in this lead has already been made. Capitalizing on it is adding value to the business itself.

2. Higher probability of success: there is already awareness of the business and curiosity about it

3. Shorter sales cycle

Putting this in a simple way, an inactive lead is like gold lying on the ground.

The first question to ask—because understanding what went wrong is a fundamental starting point—is what caused this inactivity on the lead, and there are a few possible explanations:

1. Failure to reach out at the right moment when interest was present;

2. The message conveyed was neither relevant nor addressed the lead’s needs;

3. Inappropriate timing on the lead’s part;

4. In contrast to the first hypothesis, excessive contact and too much insistence can also lead to disinterest. 
   
   

And how can we turn inactive leads into valuable opportunities?

1. Segmentation

Organize leads by length of inactivity (+30 days, +60 days, or +90 days), by customer profile, and by behavior (whether there was a purchase, download, or clicks).

The key tip here is to make good use of CRM for organizing and filtering leads.

2. Relevant and up-to-date message

The information provided should align with market needs and customer pain points, addressing those needs.

3. Personalized contact

Contact with leads should not be generic. Instead, there should be prior research to convey a message of interest, understanding, and concern. 

It is important to use the company name, reference previous interactions, and include information known about the lead.

4. Use various communication channels and different times

Combining different channels (LinkedIn, email, phone calls) is a better option than relying solely on email, which many leads dismiss right off the bat.

5. Deliver Value

Reignite the lead’s interest through relevant industry insights, exclusive offers, or free resources.

Convey the message that, beyond the sale, your goal is also to help.

6. Re-qualification

Over time, some leads become irrelevant, and it’s perfectly fine to check whether there is still interest and whether the other party has the budget and decision-making authority.

What to avoid when reactivating a lead:

• Being generic and sending the same message/email to all leads

• Ignoring previous contact information that could be valuable

• Giving up right from the start

• Using an aggressive sales tone
  
  

What can help you:

• A CRM platform to assist with segmentation and management

• Automation and performance analysis tools 
  
  

FAQs

• What is the best way to reactivate a lead? 
  With a personalized approach, relevant content, and multichannel contact
  
  

• When is a lead considered inactive?
  It depends, but generally after 30 to 90 days without interaction
  
  

• How often should I contact an inactive lead?
  It depends on the lead’s behavior, but 3 to 5 contacts is a good rule of thumb.
  
  

In conclusion, it’s important to emphasize the significance that inactive leads can have and how valuable they can become. With the right approach, these contacts can eventually become active customers.

For this very reason, it’s important to take small steps and optimize your strategies. The results can have a significant impact on the growth of your business!