Two Criteria for Finding New Leads from Your Existing Database


Here is a chain of events I’m sure many of you can relate to:

  • You work hard to acquire an object of value.
  • At some future date you abandon the object.
  • Later, you stumble upon it and ask yourself, How could I have forgotten about this great thing?!

I do this all the time with my Web bookmarks. I’ll find some great piece of knowledge, bookmark it for later, and then forget it. And when I find it again, searching for something unrelated, I think, Man, this is great. I can’t believe I forgot it.

Use this phenomenon to your advantage.

I recently talked about SAS’ lead nurturing efforts and about how having a successful lead nurturing program in place can help you engage with the people finding you through search. But have you considered finding them through search? I’m talking about the many hot leads that are sitting idle, right now, in your Sales Force Automation (SFA) System.

Search your SFA system for latent leads by targeting these two criteria:

  1. Contacts at least 90 days old; and
  2. Contacts closed out with outcomes like ‘left voicemail-never returned call’ or ‘could not reach.’

It works.

We identified this segment of contacts in our database and put them into active nurturing cycles, to find that many are re-engaging. Turns out, these people were simply in a stage of building awareness and were not ready to be contacted by sales. But that doesn’t mean they are not interested in receiving help and information. Staying active with these individuals can make all the difference.

The bottom Line? Find the leads that have already found you and make sure that you are working help them through the buying process.


About Author

Matthew Fulk

Senior Manager, Database Marketing

Matt Fulk is the Senior Manager of Database Marketing at SAS. He is responsible for driving the marketing automation, lead management, lead nurturing, list optimization, reporting and marketing analytics strategies for all US Marketing. For the past 10 years, Fulk has led the database marketing efforts at SAS. Fulk holds a BA from Purdue University., and on Twitter: @mattdfulk.

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