How to Re-engage Dead Opportunities with Account-Based Marketing
Re-engaging dead opportunities is one of the biggest challenges B2B SaaS and tech companies face.
These prospects, once bursting with potential, often remain untouched in CRMs, dismissed as lost causes. Yet, with the right strategy, they can be transformed into profitable relationships.
Enter Account-Based Marketing (ABM)—the solution for turning stagnation into success.
But ABM isn’t just about reigniting dormant opportunities; it’s about doing so intelligently, using attribution insights to understand what works and why. If you’ve ever struggled with knowing which marketing efforts to prioritise or felt stuck with outdated metrics, this is for you.
🎙 Listen to the Podcast
We recently explored this topic in depth with Jeff Greenfield, founder of Provalytics, on our SaaS Stories podcast. Jeff shares how marketers can combine ABM with advanced attribution to drive results and regain clarity in a crowded marketing landscape.
Understanding the Challenge: Dead Opportunities and Attribution Gaps
Re-engaging dead opportunities isn’t just about sending another email blast. It’s about uncovering why these accounts went cold and addressing their unique pain points with precision.
According to Forrester, up to 50% of dormant accounts can be revived through tailored engagement efforts, yet many marketers fail to take the first step.
In Jeff Greenfield’s words:
“Marketing has gotten so complicated. We spend more time in spreadsheets than our accountant friends. Attribution helps us understand what’s working so we can focus on the creative stuff marketers are great at.”
The challenge extends to attribution. How can you be sure your efforts are driving real results? Misattribution often leads to misallocated budgets, with marketing teams prioritising “last-click” channels rather than building the full customer journey.
The ABM Solution: Turning Insights into Engagement
ABM doesn’t treat every prospect the same. Instead, it leverages account-specific research to deliver personalised, high-impact campaigns.
Gartner found that companies using ABM experience a 70% increase in engagement with key decision-makers compared to traditional marketing methods.
In essence, ABM:
- Treats high-value accounts as individual markets.
- Aligns sales and marketing to ensure consistency across touchpoints.
- Leverages advanced insights to address each account’s unique challenges.
As Jeff puts it:
“When you look at attribution holistically—beyond just last click—you realize how much of your effort goes unnoticed. ABM helps marketers reallocate that wasted effort into campaigns that resonate with the entire buyer journey.”
Crafting a Targeted Approach: The Power of Personalisation
The foundation of ABM lies in understanding. Here’s a step-by-step guide to crafting a targeted re-engagement strategy:
Dive into the Data
Analyse account histories to identify what initially sparked their interest. Was it a webinar? A case study? Use this as your starting point to rebuild the narrative.
Jeff’s advice:
“The missing metric for most marketers is impressions. Understanding where your audience first interacted with your brand can guide your re-engagement efforts.”
Segment Your Dormant Accounts
Not all dead opportunities are equal. Prioritise those with the highest potential ROI. Tools like Salesforce or HubSpot can help you score and segment effectively.
Develop Tailored Messaging
Personalisation isn’t optional. If you’re still sending generic campaigns, you’re likely annoying your audience. Customers expect content that’s tailored to their needs.
Multi-Channel Engagement: Meeting Prospects Where They Are
ABM relies on reaching dormant opportunities across multiple channels. According to HubSpot, 73% of B2B buyers engage with a brand through three or more channels before converting.
Here’s how you can build a cohesive multi-channel approach:
- Email Sequences: Personalise every interaction with tailored subject lines and relevant content.
- Social Media Ads: Use LinkedIn’s targeting features to reintroduce your brand to dormant accounts.
- Content Marketing: Share case studies or white papers that address their industry-specific challenges.
- Direct Mail: Stand out with handwritten notes or small gifts.
The Attribution Factor: Proving the Value of Your Efforts
Advanced attribution ensures you’re not flying blind. Multi-touch attribution, for example, can provide insights into which channels are driving results and which aren’t. As Jeff explains:
“Marketers get stuck in last-click attribution, which is like crediting the cashier for your decision to buy. Attribution should show you the entire buyer journey.”
Building Trust and Fostering Relationships
Re-engagement isn’t just about rekindling interest—it’s about re-establishing trust. Dormant accounts need to feel understood, valued, and supported.
Key Strategies:
- Deliver consistent messaging across all platforms to avoid confusion.
- Highlight testimonials or case studies from similar industries.
- Follow up regularly with relevant insights and support.
7-Step Framework for Re-Engaging Dead Opportunities with Account-Based Marketing (ABM)
Audit and Segment Dormant Accounts
Action: Start with an in-depth review of your CRM to identify dormant accounts. Segment them based on potential ROI, industry, or deal size.
Tools: Use platforms like Salesforce, HubSpot, or 6sense to assess engagement history and prioritise high-value opportunities.
Why: Segmentation ensures you focus your efforts on accounts with the highest likelihood of re-engagement and conversion.
Analyse Past Engagement and Pain Points
Action: Dive into the account history to uncover why the opportunity went cold. Look at past touchpoints, stalled discussions, and evolving needs.
Key Question: What objections or challenges prevented conversion initially?
Why: Understanding the “why” helps tailor your re-engagement strategy to address those specific barriers.
Develop Hyper-Personalised Messaging
Action: Craft account-specific messages that resonate. Reference previous interactions and showcase how your offerings address their unique challenges today.
Tactics:
- Send personalised email campaigns.
- Create bespoke landing pages or videos.
- Highlight relevant success stories or testimonials.
Why: Personalisation increases relevance and demonstrates that you understand their needs, rebuilding trust and interest.
Leverage Multi-Channel Engagement
Action: Meet prospects where they are with an integrated, multi-channel approach. Combine digital and offline tactics for maximum impact.
Channels:
- Email: Use tailored sequences to reignite conversations.
- Social Media: Target accounts with LinkedIn ads and retargeting campaigns.
- Direct Mail: Send high-impact, creative direct mail to stand out.
- Events/Webinars: Invite them to exclusive events or webinars relevant to their industry.
Why: Multi-channel strategies ensure your outreach feels cohesive and comprehensive, increasing touchpoints and engagement.
Align Sales and Marketing Teams
Action: Establish close collaboration between your sales and marketing teams to ensure consistency in messaging and strategy.
Processes:
- Create shared account playbooks.
- Schedule regular check-ins to update progress.
- Define clear ownership of tasks for each account.
Why: Alignment ensures seamless execution of campaigns and prevents prospects from receiving mixed messages.
Measure Engagement and Optimise
Action: Use ABM analytics tools to track engagement metrics like email open rates, content downloads, and meeting scheduling.
Metrics to Watch:
- Response rates.
- Content engagement (downloads, views, clicks).
- Progression through the sales funnel.
Tools: HubSpot, Marketo, or Demandbase for tracking and reporting.
Why: Real-time data enables you to refine your strategy and double down on what’s working.
Build Long-Term Trust and Relationships
Action: Beyond re-engagement, nurture these accounts by providing ongoing value. Share educational content, offer check-ins, and provide proactive support.
Strategies:
- Regularly share tailored insights and resources.
- Highlight industry trends that impact their business.
- Offer exclusive access to new features or services.
Why: Building trust ensures you don’t lose the account again and positions your business as a long-term partner.
Turning Dormant Opportunities into Success Stories
Combining ABM with a robust attribution strategy is the key to unlocking the potential of dead opportunities.
With personalised campaigns, multi-channel engagement, and a clear understanding of what works, your team can revive dormant accounts and drive meaningful conversions.
Turning dormant opportunities into success stories requires more than luck—it demands strategy, precision, and a commitment to understanding your audience. By combining the personalisation and targeting of ABM with the data-driven clarity of attribution, your team can unlock the hidden potential of these accounts.
The result? A revived sales pipeline, higher conversion rates, and a more robust bottom line.
With the right tools and approach, even the quietest accounts can roar back to life.
