Thanksgiving is the traditional finale of the fall season. The weather has cooled, the crops have been harvested, and we celebrate our blessings with family and friends.
The analogy between the recent harvest celebration and lead generation is both timely and instructive, especially as marketers begin to review past campaigns and plan ways to remarket to prospects who didn’t enter the sales funnel the first time.
In lead generation, the first harvest is the most abundant and delivers the richest leads. When cultivating leads for the first time, the projects and budgeted initiatives—the low-hanging fruit—are easier to find.
When done right, a second harvest campaign can drive significant returns, as well. The key is in making the right adjustments to both expectations and campaign tactics.
During crop rotation, it is common practice to add a fallow period to the rotation. During this time, nothing is planted and the soil is allowed to rest. This is important for second harvest lead generation efforts, too.
An initial lead generation campaign should be followed by an appropriate rest period before going back to the dataset with another campaign. The length of the rest period depends on the industry and the product or service being marketed. Generally, marketers should allow a dataset to rest for at least half the average sales cycle for an enterprise sale, and a full sales cycle for a non-enterprise/SMB sale.
This amount of time will give leads time to ripen so the second harvest will be bountiful.