When you do a bit of digging, you’ll likely be able to link inactive leads to a few specific causes.
Not reaching the right person
If you don’t have the right contact information for the decision-maker at a company, you won’t be able to make a sale. Alternatively, a prospect may enter an email address that they don’t use very often when they fill out a form on your site. This is a problem in both cases because your message isn’t getting in front of the people who need to see it. Take a look at the bounce rates for your emails. If they’re high, that’s one indicator that you aren’t selling to the right person (or anyone at all).
There’s a problem with your product/service
Another reason why a lead might be stuck is that they are having trouble using your solution, or they think it’s too expensive when compared to similar options. Whatever the case may be, it’s important to find and fix any issues that are within your control. While you won’t be able to please every prospect, making the right changes can have a great impact on your bottom line. For example, if you’re finding that a lot of users abandon the account creation process on your site, do your best to reduce friction at that step.
Your buyer isn’t ready yet
It might be that your prospect isn’t sure that they want to make a change and adopt your solution. The majority of people won’t be ready to buy the minute they enter your pipeline. As a result, you have to focus on nurturing and education during your early pipeline stages. Not doing so can leave some prospects hanging without the confidence to make a purchase. You can increase the chances of making a sale by being helpful and relevant.