Read time: 6 minutes
It’s not uncommon: a lead seems perfect, shows all the right intent signals, engages with content and possibly even expresses interest in your solution or services - then all of a sudden, silence.
Inevitably, you start to wonder, “Why have they stopped responding? Have they lost interest?”.
Unfortunately, this silence is no surprise given that only 5-10% of qualified marketing leads successfully convert, and these figures can be even lower in some B2B sectors like tech (1.9%), services (1.6%) and ecommerce (3.9%).
But no matter how common, it's still frustrating, especially when you’ve invested time and resources into nurturing those leads.
So, how do you tackle this problem head-on?
The key lies in re-engaging promising leads through strategic marketing efforts rather than a persistent sales mindset.
Here’s how to break the silence and spark action.
Understand why leads go silent
Understanding why leads got silent is crucial for re-engaging them. Before launching re-engagement tactics and new campaigns, familiarise yourself with the key challenges facing B2B buyers.
It’s also worth noting that silence doesn’t always mean disinterest. In some cases, external factors could be delaying or stopping them from taking the next step. Some of the top reasons for this include:
- A shift in priorities
- Internal bottlenecks
- Timing issues
- Information overload
- Lack of a clear next step
Not only this, but too many decision-makers in the buying group is a real challenge for lots of businesses, with one in five revealing they have six or more people in their decision-making unit.
However, if you can recognise the key reasons that promising leads might have gone cold, you can approach your re-engagement strategy with empathy and a human touch rather than frustration and pushy sales tactics.
Provide value without selling
Almost three-quarters (73%) of leads aren't ready to make a purchase when they first engage with your brand, and many will need several interactions before they’re ready to buy. This is why it's important to have effective nurturing strategies in place to maintain engagement.
But when reaching out to a silent lead, avoid making it all about the sale. Instead, provide them with something valuable that will rekindle their interest.
For example, you could share new insights through news stories or industry reports, leverage educational content like whitepapers or webinars, or offer personalised recommendations that directly address their pain points.
The idea is to make these communications feel more like a valuable conversation rather than a sales pitch.
Leverage social proof
In addition to adding value through your communications, it’s a good idea to show how your products or services have added value in real life.
92% of B2B buyers say they're more likely to make a purchase from a company after reading a trusted review. So, try showcasing some of your recent or most impressive wins with a case study, online review or testimonials.
As well as this, sometimes, the fear of missing out on a great deal or the perfect product can also be a great tool to help move things forward.
So, if it’s relevant, you might also wish to include a time-sensitive incentive like a deal or exclusive offer, or provide a deadline/mention limited availability. Doing this in a subtle way can create urgency without feeling pushy.
Humanise your outreach
With the majority (83%) of B2B buyers saying that brands must treat them like a human, rather than just a sale, to win their business, humanisation is crucial.
Recommended reading: Humanisation in B2B marketing: The next step beyond personalisation
When your interactions start to feel robotic or transactional, even the most promising leads can lose interest. So, make your communications authentic and personal, going beyond simply dropping their name into an email.
Be sure to reference past conversations or specific topics you've discussed. Conversational social media comments or sharing relevant content with them can also be helpful.
You could even go as far as sending them a personalised video message to stand out in their inbox. Dependant on budget and resources, of course.
Either way, it’s important that your communications create more natural touchpoints and feel more conversational, as this will help to re-engage quiet leads.
Use tools and data insights
As we’ve said, silence doesn’t always mean your leads aren’t engaging with your brand in some way.
Using the right tools to track intent data, email engagement, web activity, and other key metrics can help you better identify when and where to reach out to them when you’re trying to re-engage.
For example, if they’ve opened an email but haven’t responded, follow up with a specific question or gentle reminder. Similarly, if they tend to interact with your brand most on LinkedIn, target them with ads, valuable content or messages to pique their interest again.
Take a multi-channel approach
A multi-channel approach is important because your leads consume content in multiple places every day. This approach also allows you to switch channels if more traditional methods, such as calls or emails, are no longer working.
By re-targeting your leads across different channels, such as social media, industry forums, ads, webinars, and more, you can reinforce your value proposition and keep your brand top of mind in a more organic and non-intrusive way.
Research also indicates that a multi-channel approach can increase response rates by up to 30% compared to single-channel outreach.
Re-evaluate lead qualification
If silence is a recurring issue, it might also be time to re-assess whether you're generating quality leads in the first place. Ask yourself:
- Do they match the ideal customer profile (ICP)?
- Did they show genuine intent?
- Is the timing right, are they at the right buying stage?
Recommended reading: How to build an ideal customer profile for better lead generation results [+ free template]
By analysing conversion rates, leveraging intent data and gathering feedback from sales teams, you can re-evaluate lead qualification and quality. This will enable you to update buyer personas and refine scoring criteria for better results in the future.
Are you ready to reignite the spark and increase conversion rates?
It can be frustrating when leads go silent, especially when you’ve put in the work, but this isn't the end of the road. By shifting from a hard-sell approach to a relationship-building mindset, you can re-engage leads in a way that feels more natural, human, and value-driven.
The key is empathy, personalisation, and providing value without pressure because, ultimately, people buy from those they trust and feel connected to. They don’t want to feel like just another number or data point; they want to be treated as human beings with real needs.
