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Passive Leads: The Invisible Cash Cow

How Will Passive Leads Help My Sales Pipeline?

To build a consistent sales pipeline you’ll need a steady flow of leads coming in from various sources. But it’s natural that sometimes, your pipeline might dry up owing to your sales team scaling up quickly, marketing leads not coming in, or your outbound BDRs struggling to hit your quota. Here’s where passive leads come to the rescue.

What is a Passive Lead?

Passive leads can be defined as businesses or decision makers with a need for a product that haven’t realized it yet. They possess a passive intent to purchase the product without outwardly looking for it. Yet they have an inherent need for it based on their circumstances.

What is a passive lead?

For example, managers that are using Excel sheets to manage their team’s tasks may not be aware of dedicated project management softwares that can be a lot more efficient. Such a prospect might readily be interested in such a product once they’re made aware of it.

How Will Passive Leads Help My Sales Pipeline?

A productive sales pipeline will not only focus on high purchase intent buyers that are ready to buy, but also unaware passive leads that need to be nurtured. Why? 

High-intent passive leads

The typical sales pipeline can be divided into 5 stages. If businesses primarily target high purchase intent leads (AKA buyers), they’ll only fill up the last two stages of their pipeline. This causes pipeline gaps, meaning you constantly have to be on the hunt for new buyers.

Adding passive leads to your lead generation process helps give you a steady flow of leads, ensuring your pipeline always has more to give. This will come handy, especially during those tough months where deals are hard to come by.

But how do you discover these passive leads, and how do you turn them into active leads?

Let’s take a look at both those things below. First up: how to find more passive leads.

How Do You Find Passive Leads?

You can use buying intent indicators that have been picked up by your website analytics software or a third party provider to discover passive leads for your company.

Here are some types of indicators you need to keep an eye on:

1. Firmographic Indicators

Firmographics are the simplest way to identify well-to-do companies from within your ICP. TAM, financials, mergers, acquisitions, fundings, employees are a few firmographic indicators that can help you identify passive leads.

For example, you could look at your existing customer list and build out an ideal buyer persona. You can then seek out all other prospects that fit the persona to see if your product/service can help them as well

2. Technographic Indicators

Analyzing leads based on the technology they use is possibly the most accurate way to find passive high-intent leads. A prospect’s tech stacks can give you insights into how they spend their money on tech products. 

You can find passive leads that:

  • Use products similar to yours
  • Have used products similar to yours in the past
  • Use products that supplement or integrate with yours
  • Have a contract renewal coming up for a competitor’s product

3. Thematic Intent

Whether it’s a social media post or a prospective business’ blog, any content on the internet can help you identify passive lead sources. All you need to do is search for keyword(s) that denote pain points relevant to your product and other signals that help identify leads with an inherent unrealized need for your product.

For example, let’s say you’re selling an online payment gateway solution. Using thematic intent, you can target companies that have the add to cart/buy now keywords within their websites and online campaigns

4. Psychographic Indicators

Psychographic indicators help you identify which decision makers are unaware of their need for your product, where their interests lie and what they want to hear from you. 

By understanding the psychographic make up of a lead, you can discern whether their interests, activities, values, attitudes, lifestyle, social status, opinions, and other personality traits align with your product. 

What Is Passive Lead Generation?

Passive lead generation is the process of targeting passive leads via appropriate trigger events that help them realize their inherent need for your product. This helps you catch potential customers at the earliest stage and initiate their journey across your pipeline. 

Having the right marketing, sales and other functional processes in place will help you identify, attract and warm up these leads. These processes will differ from business to business and across industries.

There’s many ways that you can do this. Some of them include:

  1. Making your SDRs directly reach out to passive leads.
  2. Building out marketing email campaigns to warm up passive leads.
  3. Running focused social media ads and retargeting campaigns on this list.
  4. Sending passive leads invites to events or gifts that might initiate their interest.
  5. Seeing if your team/customers have personal connections with the passive leads and getting a warm introduction.

Ready, Set, Flow

We hope this article helped you understand the importance of building a gap-free pipeline that’s inclusive towards passive leads. But if you’re still having trouble uncovering these seemingly invisible leads and need a helping hand, you can always count on Slintel’s intent-based GTM insights platform 😉

Vasisht Nagarkatti

Vasisht Nagarkatti

Vasisht Nagarkatti handles content marketing at Slintel. A content ninja, Vasisht relishes any opportunity to get his creative juices flowing. Marketing, journalism, music, photography, filmmaking and web design are a few trades that Vasisht may find himself dabbling in.

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