May 19, 2020

4 tips to transform inactive leads into fresh opportunities

lead generation
tips and tricks
Adam Groff
3 min
4 tips to transform inactive leads into fresh opportunities

If you've been at the marketing game long enough, then you already know how important it is to nurture your leads.

The question is, what kind of special treatment should you give inactive leads in order to make them active.

RELATED TOPIC: Your marketing message can’t be off

With active marketing in mind, here are just a few ways you can handle inactive leads:

1. Define your inactive leads

This may sound like common sense, but a surprising number of marketers and business owners lump all of their leads into one category.

Not only does this mean your inactive leads are getting the same marketing campaigns as your active ones, it also means you're wasting a lot of effort on leads that aren't persuaded by your current techniques.

Before you do anything, first define and separate your active leads from your inactive leads.

The process is fairly easy and, once you have the two groups separated, it becomes much easier to target your inactive leads and revamp your campaigning efforts.

As for your active leads, just keep doing what you're doing.

2. Change up your marketing channels

With your inactive leads in a group all their own, you can begin to cater to their specific needs.

There might be a number of reasons your inactive leads aren't responding to your campaigning efforts. One place to start troubleshooting is with the marketing channels you're using.

If you've only been using email marketing, try switching it up to social media marketing. If social media isn't doing the trick, try a mobile marketing approach. Don't be afraid to take advantage of multiple marketing channels at once.

The article, "Marketing to Inactive Leads - Why Don't They Respond?" recommends using everything from your social networks to surveys to podcasts and webcasts to grab the attention of inactive leads. Give all of these options a shot and find out what works.

3. Don't neglect the call to action

Marketers the world over are trained to put the call to action front and center. However, sometimes a call to action can lose its punch if it's buried deep within your marketing campaigns. A neglected CTA may also be the cause of the inactivity with your leads.

That's why you need to make sure your call to action is in the spotlight with each and every campaign.

In addition, also make sure there are obvious outreach options within your CTA.

Whether it's an email, short code, or phone number, the only way your inactive leads will become active is if they have a way to contact you.

4. Offer incentives

Did you ever consider that it might not be your campaigning techniques, but rather the campaigns themselves that are turning away leads? If your marketing campaigns are falling short, you may need to sweeten the deal with a few incentives.

By including special offers, promotions, coupons, or even upcoming sales dates in your campaigns, you'll grab the attention of your inactive leads.

Likewise, you'll probably see an increase in sales with your active leads as well.

If inactive leads are getting you down, turn things around by taking advantage of the pointers mentioned above.

RELATED TOPIC: 5 keys to creating a sales plan that works

About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including marketing and lead generation. This article originally appeared on our sister site Business Review Canada.


Share article

Jun 11, 2021

Health Catalyst: An agile approach to healthcare data

Northwell Health
Health Catalyst
3 min
How to get the most out of your investment in data with Health Catalyst


Healthcare Catalyst is quite literally a healthcare providers’ catalyst for change when it comes to their measurable, data-informed improvement in analytics, software and services.

Founded in 2008 in Salt Lake City, Utah, Health Catalyst is dedicated to enabling health care organisations to build a healthcare-specific, open, flexible, and scalable data platform and fully integrated suite of analytics applications.

This enables health system partners, including Northwell Health in New York which serves a population of 11 million, to realise measurable value within months. “Our customers have recognised the potential to use data, to meaningfully improve their clinical, financial and operational business performance outcomes,” said Mike Doyle, Chief Customer Officer.

Formed by a group of healthcare veterans – with a quest to develop a data warehouse that could handle the complexities unique to healthcare data – they revolutionised the clinical process models and use of analytics and discovered the solution now known as Adaptive Data Architecture, which is agile, flexible and can be implemented in a matter of weeks compared to a matter of years.

Today, Health Catalyst helps clinicians in more than 250 hospitals that care for more than 100 million patients each year.

Health Catalyst offers a solution in three parts:

Data Operating System

Cloud-based DOS is a healthcare-specific, open, flexible, and scalable that provides customers a single environment to integrate and organise data.

Analytics Applications

Analytics applications build on top of the data platform and allow customers to make measurable clinical, financial and operational improvements.

Services Expertise

World-class team of analytics and domain experts leverage technology to help customers shorten time-to-value and achieve sustainable, measurable improvements.

The fully integrated data platform and suite of analytics applications helped clients during the pandemic, in ways even Health Catalyst could never have imagined. Health Catalyst offered products and services to support customers’ agile response to the pandemic in four phases:

  • Prepare.
  • Prevent.
  • Recover.
  • Plan.

“By having the data operating system, our clients were able to take advantage of the integrated source of data to meet challenges that they were facing in their local geographies due to the pandemic in ways that we could never even have predicted,” said Doyle.

Doyle highlighted Health Catalyst’s Value Architecture group, which helps the company ensure that its technology and expertise are delivering measurable and meaningful value to our clients.  “I think another key differentiator is our open platform that our clients are able to use to accelerate their own integration of data, but it is customisable, configurable in ways that makes it unique for them in ways other cookie cutter analytics just can’t match. 

“We like to start every discussion by listening and understanding how we can help our customers avoid making mistakes and getting the most out of their investment in data.”

Speaking about their partnership with Northwell, Doyle said: “We're very grateful for this partnership and want to thank these visionary leaders who are able to envision a future using data that is light years beyond what we can think of today.”

Share article