It’s easy to give up after a few tries.

You run ads, bring in leads, and then follow up.

But if the person doesn’t seem interested, many sales and marketers turn their attention toward existing customers.

That’s not necessarily a bad practice. After all, upselling existing customers represents a lot of revenue potential for your business.

But your business can’t survive on existing customers alone. You have to bring in more marketing qualified leads.

Here are seven tricks you can use to follow up with leads and, eventually, turn them into customers.

[BLOG] Read it: Matt, Kyle, and the Less-Traveled Road to Customer Satisfaction

1. Target your best-fit prospects

One of the best ways of targeting the right people with the right message is to get personal. In order for your message to be relevant, it has to speak to a prospect’s specific situation. What keeps them up at night? It’s different for everyone.

Unlike B2C marketing, in the B2B world, not all the people who read your blog post or express interest in your product or service are a great fit. And no one has resources to waste on poor-fit prospects.

To identify your best-fit B2B customers, try an account-based approach:

  • Identify your best customers: Look for patterns among attributes such as company location; buyer title, role, and department; or installed technologies
  • Find look-alike companies
  • Engage these good-fit prospects via email, PPC ads, or social media
  • Monitor their engagement and continue to nurture them

For those prospects who do show interest – for example, open an email or read a blog post – offer low-commitment CTAs. This will keep them engaging with your brand, turning them into customers once they’re finally ready to purchase.

[BLOG] Read it: How to Heat Up Cold Emails with Personalization

2. Bid more money on warm traffic

Marketing to cold leads and warm leads alike is important. But in the end, the warm leads convert more regularly. (That’s why they’re referred to as “warm.”)

These are the people who show real interest in your product, such as filling out a form with their name and email address in order to download gated content. Maybe they even requested a demo or free trial.

To retarget them and move them further through the funnel, consider bidding more money on your PPC campaign that targets warm leads.



Well, target high-commitment keyword phrases with your AdWords marketing and send those clicks to landing pages meant for turning a warm lead into a customer.

That way, when these people are searching through Google, they are constantly reminded of your business, and they don’t forget about what you have to offer.

One company saw a 50% drop in cost and doubled their conversion rate partly by increasing their bid amount.

You can do the same thing by spending more money on warm leads and high-commitment keyword phrases and a little less money on people who will never purchase.

Get the study: Why Didn’t They Buy? A Deep-Dive into Buyer Preferences – and the Implications for Salespeople

3. Offer freebies to people who keep coming back

Coupons might feel like a B2C move, but the same idea works as a re-marketing tactic for B2B companies as well. How about a free month of service, a free sample, or a limited-time discount?

We’ve all seen advertisements show up on our Facebook feed for a product we recently viewed, with updated ads offering 20% off, a special checklist, or a free trial.

That’s a powerful way to add incentive to your remarketing campaigns.

You can also add urgency (“This offer expires in 24 hours!”) social proof (“Check out all these 5-star reviews!”), or a time-based discount.

If someone keeps visiting your website without converting, add some of this additional incentive when you’re marketing to them.

4. Run re-marketing ads to free content

Perhaps the best way to keep leads coming back for more is to produce and advertise free content on your website.

And the buzz around content marketing isn’t just hot air. It’s real, tangible, and beneficial. Content marketing leaders, for instance, see 7.8 times more traffic than non-leaders.

You can use video, blog posts, e-books, or infographics. Just make sure that the content is genuinely valuable to your audience, and they won’t be able to resist clicking.

Of course, this doesn’t directly sell your audience on your product. But then, when the lead is ready to buy, you’ll be top of mind.

Also, you’ll want to add a CTA to every piece of content you produce. Don’t make it too heavy-handed, but add a demo, free trial, or app that the viewer can use as a next step into your marketing funnel.

Simply run ads to low-commitment leads with your piece of content, encouraging them to further engage with your brand.

If they stay in contact with you, they’ll buy from you instead of your competition when they are ready.

5. Use video for your re-marketing advertisements

When running re-marketing campaigns through social media, consider adding a video.

Video is more engaging than images and far more engaging than simple text on a page. In fact, 1/3 of online activity is spent watching video.

In particular, people enjoy live video. Live videos are watched an average of three times longer than recorded videos.

And while you can’t target leads with live video, you can give your recorded videos the live-video feel by acting like you’re talking to a friend and only recording once.

If leads aren’t converting but you’re not using video to retarget them, it’s definitely worth a shot.

6. Use SEO to re-target leads

Most likely, you’re familiar with the power of SEO. You know how powerful organic traffic can be for your business.

But do you also know the power of targeting certain types of leads with different keyword phrases?

Someone who’s looking for email marketing software might type in, “Best email marketing software,” or they might type in, “How to start an email marketing campaign.”

Which one of those phrases represents a more committed lead? The first person is probably looking for software to use. The second query is probably thinking about building an email list.

You can target cold leads, warm leads, or in-between leads by targeting different keyword phrases with your website’s content and pages.

This will be the most beneficial when it comes to leads that are interested in your product but don’t yet fall under the category of marketing-qualified.

7. Re-target through email

Email re-targeting is one of the most powerful ways to stay in contact with cold and warm leads alike and keep them coming back for more.

With the glorified email address, you can notify users about special offers, announce new features they might be interested in, and share newly published content. With email segmentation, you can send low-commitment offers to cold leads and high-commitment offers to warm leads.

But one thing’s for sure: you won’t be able to do any of that if you don’t have highly accurate email addresses in the first place.

An email bounce rate of over 5% should pique your attention. Bounce rates as high as 10%, even 20% – which a lot of cut-rate data providers have – can damage your domain reputation, or even get your web domain blacklisted. This makes it problematic for anyone with an email address on your domain.

Solid, accurate data is critical for email re-targeting.

While giving up on leads is the easiest option, remarketing those leads is the wisest.

By using segmentation, focusing on warm traffic, offering discounts, marketing free content, using video advertising, SEO, and email, you’ll be able to turn more of those cold leads into warm customers.

The reality is that leads want you to follow up; they just don’t have the time to tell you that. After all, that’s the reason they showed interest in the first place.


[cta id=”11174″ color=”green” size=”full” align=”center”]


Integrate with DiscoverOrg, and stop wasting time on dated data.



Verified phone numbers and emails—straight to the decision maker.


Preston Zeller
About the author

Preston Zeller

As Director of Digital Marketing for DiscoverOrg, Preston focuses on scaling inbound lead strategies, CRO, and brand strategy.