Waking the dead refers to reengaging cold opportunities to build sales pipeline from “dead” accounts that are most likely to close. You can take a data-driven approach to wake the dead campaigns by using intent data from a tool like Bombora to unearth accounts that are demonstrating interest in keywords that matter to your business.
One common problem B2B teams run into when they try to reengage old opportunities is inaccurate data. According to InsideView and Biznology, a whopping 70% of B2B data decays each year. This can happen when the old point of contact changes jobs, companies, or phone numbers, or the company moves to a new building. Make sure you’re using reliable technology to validate contact information and expand your reach within each account. View the Terminus Cloud for ABM to find tools that can help.
Real-World Example: How Vidyard Revived Dead Opportunities with Account-Based Marketing
Tyler Lessard, CMO of Vidyard, explains, “We ran a campaign to target previous dead opportunities — individuals at the accounts that we know as well as others that we didn’t know yet — to raise awareness across the base. It was a great example of how we can reengage them back into our brand.”
“We were able to revive over 35 different opportunities with those previous dead opps. When you can turn a program on and within 30 to 60 days generate dozens of new opportunities worth potentially millions of dollars in the pipeline, that’s how we know it’s working.”