Campaign strategy for targeting old leads

Campaign strategy for targeting old leads

Sometimes a lead is interested in a procedure, but tells you s/he's not ready to schedule a consult for several months or even a year. This is especially true for those considering surgical procedures; the decision time is longer. You don't want to disqualify them and just hope they'll inquire again on their own, but you also don't want lots of old leads swelling up your Follow Up level of the funnel.

Some simple changes to your campaign and lead management workflow make it easy to follow up with old but still viable leads.

Procedure Marketing Campaign changes (don't forget to deactivate, then make changes and reactivate)
  1. You can add message(s) to your Procedure marketing campaigns as far into the future as you like.  Let's say you already have campaign(s) that automatically sends message(s) to leads when they first inquire; for instance, message 1 on the first day, message 2 five days after message 1, message 3 two weeks after message 2.  Some leads never schedule anything and you'd like to follow up in one year.  Create message 4 and schedule it to go out twelve months after message 3. You can even send a whole new series at that time, with message 5 going out five days after 4, etc.

  2. Use Outbound Call Reminder elements right after key messages to automatically create tasks on your staffs' dashboards. These could be triggers to add notes or just pay special attention to the leads at certain points. In our example above, we'd add one outbound call reminder a day after message 3, and another a day after message 4.
Adjust lead mgmt workflow to recognize and respond to outbound call reminders.  For example:
  1. When a person has received the first three messages, the task can prompt you to identify which leads will be targeted to receive the future follow-up messages. (1) Add a Staff Comment to leads identified as potential 1-year follow-ups; (2)  Disqualify all other leads who have reached this point. 

  2. When the 4th message is received, the task can be to re-engage the person directly or update the lead in MyMedLeads a certain way, or just a heads-up for your staff.
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