The Latest from the Go-to-Market Experts
March 19, 2015
How Kevy Uses Account-Based Marketing to Reawaken Zombie Leads
Horror movies and marketers have one thing in common: they’re both good at waking the dead.
But while horror flicks are busy reawakening literal zombies, marketers have a slightly different focus: reviving cold, inactive, “dead” leads in their databases.
These leads are a valuable source of revenue just sitting in your database. Neglecting them could mean losing out on a lot of potential revenue! You’ve already sunk time and money into acquiring those leads through numerous content campaigns, marketing programs, and product offers. Why not try to get the most out of them?
Here’s a pretty horrifying statistic from Listrak:
[Tweet “”The average inactivity for an email list is 63%.” — @listrak”]
As you can probably guess, though, simply sending more emails isn’t going to revive dead leads. In fact, those leads may start to unsubscribe if they continue to hear from you, which would completely eliminate your chances of getting in touch with them using most traditional marketing channels. Instead of risking losing them forever, you might decide to just leave them alone.
Well, no more, says Brooke Beach, Marketing Director of e-commerce marketing company Kevy. Brooke and her team do a phenomenal job generating leads and driving them to their website — and Brooke refuses to let them go to waste after her team puts in the effort to generate them in the first place. In order to bring inactive leads back to life, she runs account-based marketing (ABM) campaigns on all of Kevy’s target accounts that have not been active at any point in the last six months. This allows her to put Kevy’s message in front of not only that inactive lead, but also the key decision-makers in that company, via a strategic combination of mobile, social, display, and video advertisements.
[Tweet “#B2BMarketing Tip: Create #ABM campaigns for dead leads that haven’t engaged w/ your brand in 6mos.”]
In a way, Brooke is able to create a new image for her brand in the minds of those “dead leads,” bringing them back to life and turning them into entire accounts. Now, even if that lead may not be interested, Kevy can reach other — possibly better — contacts within that account just by putting their message in front of them on the right channel at the right time.
“Having the ability to run a wake-the-dead campaign at the account level, as opposed to just at the lead level, immediately increases our chances of reaching the right decision-makers in the company by 5 times. We love it,” comments Brooke.
[Tweet “Wake-the-dead marketing campaigns can be 5x more effective at the account level vs. lead level. #ABM”]
Next time you’re thinking about reaching an audience that you’ve not been able to successfully engage via email or phone, consider following Brooke’s lead. Proactive advertising to a group of key decision-makers, rather than individual leads, may be your answer. The key is making sure that they don’t forget you by keeping your brand in front of them on multiple channels. That way, you’ll stay top-of-mind even if they’re not ready to buy, which is crucial to continuing the conversation.
Want to learn more about how account-based marketing works?
Wake-the-dead campaigns are just one of many uses for account-based marketing and advertising. Learn more in this free e-book, the Beginner’s Blueprint to Account-Based Marketing.
About Brooke Beach
Brooke Beach is currently Marketing Director at Kevy. Prior to her current position, she spent time in a wide array of marketing roles at companies including PGi and the Ryan Seacrest Foundation. She is also a graduate of the University of Georgia’s Grady College of Journalism. You can find her on Twitter at @.