Marketing as Dating: Are You Ghosting Your Leads?

By Emily Airey, Marketing Executive at Force24

 

 

Let’s be honest, modern marketing can feel like a juggling act. With so many channels to manage and reports to analyse, it’s easy to get caught up in the data and lose sight of the humans behind the numbers.

The tools we use are powerful, but there’s one thing no platform can replicate: human connection. And that matters. Research shows that 79% of leads never receive a follow-up, and 80% never convert into sales. That’s not for lack of interest it’s often a lack of systems and strategy.

When you’re working with tight budgets, big targets, and complex sales cycles, leads can start to feel like just that, leads. But what if we saw MQLs the same way we view relationships? That’s the mindset we take at Force24. We’re firm believers that automation should support real, human moments—not replace them.

 

The Parallels Between Marketing and Dating

At its core, marketing isn’t that different from dating. You’re building trust, showing up consistently, and hoping for a spark. Every person in your funnel could become a customer one day, so the impression you make, even at the awareness stage, matters.

That’s why reliability is so important. People (and leads) need to know you’re in it for the long haul. Whether it’s a quick interaction or a slow-burn nurture, effort is what keeps people engaged.

And just like in dating, if we’re not clear on our intentions or forget to communicate, we might be setting the stage for ghosting without even realising it.

 

Love at First Click: First Impressions Matter

That moment someone clicks your ad, signs up to your newsletter, or drops by your stand at an event. It’s your first date. And how you follow up counts.

Sure, a “thanks for subscribing” email is better than nothing. But it’s the equivalent of sending a “hey” on a dating app, forgettable. What if, instead, you picked up on the signals they gave you and responded with something that felt personal and relevant?

You wouldn’t open a dating message with a list of all your best traits. You’d say something warm, interesting, and based on something you noticed. That’s what a great welcome journey does. Use dynamic content to tailor your message and set the tone for something more meaningful.

 

The Talking Stage: Nurture with Consistency

They’ve shown interest. Maybe they’ve clicked a few links or revisited your site. Something about you has grabbed their attention. Now it’s your move.

This is your chance to learn more: what they like, what they’re curious about, and what might turn them off. Keep the conversation going through smart nurture sequences emails, SMS check-ins, retargeting ads. Not too much, not too little. Just enough to make them feel seen.

Think of it like mixing texts with meetups in the dating world. A well-balanced drip campaign should feel like a dialogue, not a monologue. Share helpful resources, spark curiosity, and gradually lead them towards deeper content: case studies, quick product/service demos, guides.

With the right automation filters in place, you can time these messages perfectly. It’s like having a dating coach telling you exactly when to check in without the guesswork.

Defining the Relationship: Intent with Purpose

Now you’re in that “what are we?” stage. They’re opening your emails, browsing your site, and maybe even comparing you to other options.

This isn’t the time for a hard sell. Instead, it’s your opportunity to keep building trust. Equip them with content that answers their questions and helps them decide. This could be comparison sheets, testimonials, transparent pricing, and helpful case studies.

Your goal? Be present, not pushy. Show them that you understand their needs and you’ll be ready when they are. Because when the big question comes “shall we do this?” it’ll feel natural, not forced.

 

The Commitment Phase: Turning Leads into Loyal Customers

They’ve said yes. But this is just the beginning. Now’s the time to deepen the relationship.

Post-sale journeys are often overlooked, but they’re essential for keeping that connection strong. Think thoughtful thank-yous, satisfaction surveys, personalised recommendations, and proactive support. Done well, these touchpoints show you’re not just chasing a sale. You’re building something that lasts.

Use automation to stay in touch, gather feedback, and create loyalty loops that keep your customers coming back for more.

 

Don’t Let the Spark Die: Reignite with Re-Engagement

Even great relationships need maintenance. People get busy. Priorities change. But that doesn’t mean the story’s over.

A well-timed re-engagement message can remind your contacts why they liked you in the first place:

* “We’ve missed you. Still dreaming of Santorini?”

* “Fancy 10% off your next visit?”

* “Haven’t heard from you in a while…”

It’s not about chasing. It’s about remembering! And showing you care. With behaviour-based automation, you can strike the right balance between timely and thoughtful, creating just enough curiosity to bring them back.

Break the Ghosting Cycle for Good

When you’re spinning plates as a marketer, it’s easy to forget the romance. Scattered campaigns, one-off sends, and missed follow-ups happen. But great marketing, like great relationships, takes consistency, care, and attention.

If a huge chunk of your database isn’t getting a follow-up, it’s not because they’re not interested it’s because your system isn’t set up to keep the conversation going. That’s where automation comes in. It helps you stay present and personal, turning curiosity into connection and first clicks into long-term loyalty.

Because your leads aren’t just data points. They’re people. And the right message, at the right time, could be the start of something great.