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3 Tips to Make Your Leads More Engaged Using Lifecycle Marketing

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So you have a database full of leads that might potentially buy your product – now what?

You COULD nurture them to death (or in email terms “unsubscribe”), telling them all about your product, convincing them to buy, OR you could take a step back, look at the situation through their eyes, understand which stage they’re at and approach them with what they really want to know.

1 – Sort your leads by their stages at your funnel

Every lead in your database is probably at one of the following stages in your funnel (may vary a little for each company):

    • Never heard about you – mostly leads that came through purchased lists or web research

    • Newbies – could be a lead who have just heard about you and been exposed to your website for their first time

    • Engaged – already know who you are, downloading your materials such as white papers, videos, ebooks, registering/attending your events/online webinars, reply to your emails, etc.

    • User – signed up for a trial in your product and is now evaluating your product. At this stage there may be plenty of sub-stages as each user takes steps at their own pace. Our job is to detect in real time whether they encounter difficulties before they become “at risk” and offer relevant help

    • Post-trial user – completed 30 days of evaluation and is now (hopefully) ready to buy

    • Returning user – every user that has bought your product and is now making a decision whether to renew or upgrade.

2 – Approach each stage differently

Not very long ago, lifecycle marketing meant sending similar messages to all our leads – a mass blast. This “time based” era is over. It’s time to switch to activity-based lifecycle marketing messaging and target your leads based on what stage they’re at in terms of engagement and marketing lifecycle.

Imagine you’re a newbie lead and you get a message tells you all about a new feature of the company’s product. You are not ready to buy at all but you are still looking for basic information on what this idea is all about. If you get the information that you were looking for, as if someone read your mind and pointed you to the right direction, it would encourage you to keep learning more about that solution.

Here are examples of messages to send to each of the above lead types:

  • Never heard about you – tell them what you do, what pain point you could solve for them – try to aim for their specific industry / title / persona so they could identify with your story – make them curious to keep looking for information and be engaged on your website.

  • Newbies – show them case studies on how your solution has solved similar company’s aches, connect them with relevant information and refer them to short videos, presentations, ebooks, etc.

  • Engaged – send them more relevant information that you know they haven’t seen and offer them to evaluate your product for 30 days – they are ready for it! (Lead score is a good method to determine whether or not the lead is mature enough for the next step of engagement.)

  • User – Send them a self explanatory tutorial to start their evaluation by themselves, offer your help if they need it. One of Totango’s strengths is that we can help you evaluate your user’s engagement within your app and help you understand where they might need help. Approach them accordingly in order to help them truly evaluate your product.

  • Post-trial user – offer them your pricing plan, send them new features and future features planned. Let them feel you’re constantly working to fulfill their needs and solve their aches.

  • Returning user – send them new features and future feature planned and also offer them, if relevant, to upgrade or to renew.

3 – Make them more engaged by adding value

The way to move a lead down your funnel is to keep them engaged by offering relevant information for the stage they’re at.

It’s important to make sure the engagement level you offer is the right one for the lead’s current stage – newbies are probably not ready to buy your product yet but would love to hear about your idea and how you could easily help them solve their problems.

On the other hand existing users already know your story and would like to know what you would offer next or if there are any new features they could use.

One thing all these different stages have in common is the fact you want to make them more engaged. The best way to do that is by adding value. As long as you keep guiding them towards that, you’ll see an increase in lead engagement levels, trial users, revenue, and reduce churn.

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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