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by Brandon Dempsey (2023 Convention Speaker)

How many quotes have you sent and didn’t win over the years? How many customers have you done business with, but haven’t sold anything in over a year?

This is your goldmine! These prospects and customers are still buying things, and if you are like most manufacturers and distributors, these contacts have fallen through the cracks, and your sales team is no longer pursuing them. What’s worse is that often times these prospects’ contact information isn’t sitting in a nice CRM for marketing to run campaigns, but sitting in your salespeople’s email and Outlook accounts. This is where targeted re-activation campaigns come into play.

Re-activation campaigns are all about engaging past prospects and customers with content that is relevant to the challenges they face on a daily basis. This content can get these prospects to send you another quote, reach out to a salesperson, or submit an inquiry to help them solve a problem they haven’t been able to solve.

Think for a second about these prospects. Do prospects who you have sent a quote to in the past have any idea what kind of business you are or have evolved to today? So, what kind of sales team do you want to lead – one who proactively seeks customers to solve problems and create value, or one who sits back wishin’ and hopin’ for the phone to ring? Pushing out content that shows your experience through email, social media, and other publications allows you to create a position in the marketplace that reminds past prospects and customers of the problems you solve (or educates them about problems you solve that they didn’t know about in the first place).

It’s this content you can then use to share with your past prospects and clients. Segmenting these audiences into different industries, audiences, or job titles allows you to share content that speaks their language and resonates with their daily challenges.

From there, it’s about tracking and building a consistent outreach strategy. Here’s how it works:

1. Collect and build an email list of customers and prospects who haven’t interacted with your team or bought anything in the past 12 months
2. Upload that list, hopefully in segments, into an email marketing system
3. Write a series of emails, at least 4, that educate (no selling allowed!)
4. Build a landing page on your website for this audience and link to it in your emails
5. Install anonymous user tracking across your site that identifies what companies are visiting
6. Create notification systems that alert sales team members on how and when to follow up when prospects engage
7. Press “Go” on the email and social sequence and watch the opportunities and engagement stream in

If this process feels overly simplified, then you’re right — it is. While the process is simple, it’s the execution that’s hard: collecting the data, writing the content, and building the assets for the campaign. Simple? Yes. Easy? No.

If you have prospects or customers you haven’t talked to in a while, what opportunities are you missing out on simply because you don’t have a system to engage these people?

Come join Brandon Dempsey at the Fall Convention and walk through a workshop on how to build these campaigns and unlock your goldmine. We’ll walk through the technology needed, how to build your messaging, and even help you write the actual emails and content that drive responses.

Brandon Dempsey owns a marketing firm goBRANDgo!, He has been working with manufacturers and distributors for 18 years helping them grow through simple marketing campaigns that target their ideal prospects. Don’t miss Dempsey’s session at the Fall Convention on Thurs., Nov. 2. at 10:30 a.m.