Pete Williams | How to bring leads back from the dead

This document outlines the process of turning your dead lead/customers back into an active prospect. This is an automated re-engagement process, which will help you unlock new sales that you would have otherwise forgotten about.

System Architect: Pete Williams
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System Details

Step 1: Map our your sales funnel.

Step 2: Identify the death traps / where your prospects are falling out of the sales funnel.

  • Example: Client requests a quote, but you never hear back after you send it.
  • Example: Client requests a call back but they never answer your call.

Step 3: Categorise and group together the causes of death.

  • Example: The causes could be: missing in action, the price is too expensive, never reachable, lost to a competitor or they’re going to do it themselves.

Step 4: Create marketing automation sequences to re-engage prospect.

  • Based on the different causes of death and identified categories, create tailored autoresponder sequences to engage lost leads.
  • Use marketing automation software like Infusionsoft or email marketing platforms like ActiveCampaignMailchimp.
  • Combine multiple methods of contact and offers to re-engage.
    • Direct Emails
    • Nurture Emails
    • Phone Calls
    • ReMarketing
    • Direct Mail
    • SMS
    • Affiliate Offers.
    • Hail Mary Discounts

Step 5: Use automation to move “lost” leads into new re-engagement funnels.

  • Create the different causes of death categories (identified in step 3) in your CRM/Sales tool.
  • Automate the re-engagement process. When you mark a prospect with a cause of death, that atuomatically triggers the re-engagement sequence within your marketing automation tool.
    • Suggestion! Use Zappier (web automation tool) to automatically trigger your marketing automation platform (eg. Infusionsoft) from your CRM / Sales tool (eg. Nutshell, Pipedrive).

Step 6: Review, adjust and tweak based on results.

  • Create tags within your marketing automation tool, with the cause of death categories. That will allow you to measure how many leads were tagged as dead over a period of time, and how many dead leads were re-activated. 
  • Measure the resuscitation rate of each campaign. For campaigns that have a lower rates, go back through the process and identify where engagement is lost and tweak the sequence.