B2B Reactivation Campaigns that Work

The process for customer reactivation requires a very different sales and marketing approach. For one thing, your previous customers will have prior experience, knowledge, and long-held assumptions about your people and capabilities.

Approaching these customers the right way will enable you to win them back in most cases and uncover the truth about their departure. This is why running an effective B2B Reactivation Campaign will yield the results. We recommend the following 3 key ingredients:

1 – Generate and vet the data

Identify the customers who have not purchased from you in the last 12 to 24 months. Generally we have found medium to large industrial companies will have more than 250 active customers and over 500 inactive or lapsed customers that fall into this category. Then check the data and remove the customers you do not want to re-activate such as bad debts and non-core business.

2 – Be creative with your communications

Craft engaging and tailored communications to gain the interest of your lapsed customers. You will need to remind them of the last time they purchased from you. Recall is very important. A call to action will also help to entice them to trial you again.

3 – Lead Generation with tele-marketing

Follow up with direct phone calls. We recommend scripted questions with outsourced telemarketing. Having a third party call on your behalf will remove any defensiveness and emotion. They will have that honest conversation to determine the reasons why these customers stopped buying and what will be needed to have them purchase with you again. Suddenly that customer that hasn’t purchased from you for months or years is a regular again!

B2B Reactivation Campaigns generate real ROI

B2B Reactivation Campaigns are quick and simple to set up and offer real, measurable returns for your investment. Remember – the right type of B2B marketing tactic will pack a powerful punch for your industrial business.

We are confident you will succeed with your marketing and not leave any money on the table with a tailored B2B Reactivation Campaign.

Related: Download your Marketing Campaign Guide

More Reading: Re-engagement email examples

INDUSTRIAL MARKETING CAMPAIGN GUIDE

Learn how to craft a knock-out integrated marketing campaign to achieve the ROI with your marketing and business objectives. You’ll have access to our secrets in campaign development, creative execution and measurement. Ensure each stage of the customer journey is mapped to create a partnership between the customer and your brand. At every touch point, they should receive the value exchange to urge them to the final stage – trial, quote, or purchase.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.