Target With a Laser Focus
To celebrate the 100th "Marketing and Sales Tip" at the B2B Lead Blog, Amy Hawthorne described the email marketing program used by ReachForce to drive lead generation. The key to their success? They start by selecting contacts with correct departmental and decision-making roles. "This isn't rocket science," she says. "[It's] just targeting the right role-based buyers in the right kinds of companies." Then, she advises, it's time to send those well-defined targets three emails:
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Educate recipients on the problems your product or service solves. According to Hawthorne, this is also the time to highlight how you differ from your competitors.
- Continue the education. Specifically, emphasize the pain points they might be feeling, and how you can help.
- Deliver the offer. "Now that we've educated them about the current market and our solutions," she says, "we offer a chance…to see for themselves via a trial or demo."
Following each email, Hawthorne says the ReachForce sales team follows up with those who open the email but don't click through; those who click through but don't fill out forms or download anything; and those who respond.
This might not make sense for all companies, she notes, "but our business is relatively transactional and a lot of times it just takes one hook to get them engaged."
The Po!nt: Target tight, then tell them why. "Because I know I'm targeting the right buyers, this enables me to laser-focus relevant messages that resonate with my specific audiences," says Hawthorne.
Source: The B2B Lead Blog. Read the full post here.
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