There are several definitions for a disengaged lead if we are speaking in general terms. A lead can disengage during a sales process, after a hand is raised, or when converting on an e-book and not accessing the email with the material.
In other words, disengaged leads are those who have not interacted with the company's content .
Why do leads become disengaged?
Since in this case we are talking about base australia phone number resource disengagement, we are dealing with leads that are disengaged with email marketing campaigns and new conversions.
For example, companies that use RD Station for Inbound Marketing projects can adopt the tool's criteria to identify disengaged leads , called Behavior Score . However, Behavior Score does not consider conversions made by leads .
The Behavior Score assigns a “disengaged” status to leads who have not opened or clicked on any emails in the last 145 days .
However, if a new lead does not interact (open/click on an email) after receiving your third campaign, they are considered disengaged. This is regardless of how long they have been in your database.
How important is grassroots re-engagement?
If a lead is in your database, there is usually a strong reason for it, right? They have already shown interest in downloading your materials, attended events that you participated in or promoted, or even made a purchase from your company.
Yes, it is necessary to analyze each case individually, together with the history of the leads when determining the lead re-engagement strategy . But, in general, it is possible to understand that there is a fit between your leads and your company .
For this reason, despite not having interacted with your content for a long time, your disengaged leads are potential customers that you somehow invested in adding to your database.