Marketing to sales alignment on outbound conversion activities is an often missing step in capturing those buyers who have already demonstrated interest.

If you are like most marketing teams, you have hundreds to thousands of leads that have come to your website or downloaded content, maybe even multiple times, but have not committed to a sales conversation.

So, what can you do with these leads?  Here are three targeted, outbound strategies to capture more of your early funnel leads with initial demonstrated interest.

1. Turning Data into Dialogue

The first is personalized prospecting outreach.

Picture this: you’ve shared your details on a company’s website, engaged with their content, and expressed interest. Yet, when you hear from a sales rep, it is a cold outreach. 

Frustrating, right? It’s a missed opportunity that highlights a broader issue—most customers don’t feel truly understood during company interactions. 

The solution? Using first-party data effectively to create tailored, meaningful conversations. Recap the content and webpages they have consumed and suggest potential need areas.

When we personalize our approach, this builds trust and relevance; we show buyers we understand their unique needs and priorities. 

2. Creating “Hallmark Moments” 

You have a ton of marketing moments that directly tackle industry challenges and offer actionable solutions—think webinars, eBook launches, or networking forums. 

These moments aren’t just check-the-box activities; they are potential conversion catalysts. They build a community of motivated learners and thought leaders, sparking meaningful conversations that matter. 

The goal? Transform passive attendees into active participants, and eventually, brand advocates. When we host these gatherings, we’re not just sharing information; we’re creating a space where real connections happen, trust is built, and our brand becomes a trusted partner in solving key challenges.

3. Omni-Channel Sprint Testing

One of the key challenges to delivering personalized experience B2B buyers have come to expect is the lack of omnichannel alignment across marketing and sales.  

Marketers know how hard it is to write effective omnichannel messages across marketing drip emails, digital ads, and SEO campaigns.   Adding sales as a separate organization with individuals who are writing their own outreach sequences or one-off emails to try to re-engage buyers adds another level of complexity.  

Think about marketing leading a process of omni-channel sprint testing to those buyers who have already demonstrated some engagement.

You have lots of leads who have some intent. Use value-added outbound activities to see if you can bet them to convert to a sales conversation.