Question

Topic: Strategy

What Are Some Best Vertical Marketing Tactics?

Posted by Anonymous on 5/1/2012 at 7:29 PM ET 250 Points
We're a recruiting software company, and my boss wants to try and attack another vertical to generate more business.

He wants to go after small manufacturers, and I'm trying to come up with a plan to best execute it and would really appreciate anyone's help. They do marketing pretty oldschool - mostly just outbound marketing techniques. I'm trying to get them to develop an inbound/content marketing strategy, but they're slow to accept change. So right I have to deal.

Here's my plan:

1. Harvest a list of companies
Through SIC codes, generate a list of good prospects that need help hiring. (purchased list)

2. Reach out to companies
This is the part I need the most help with! With the purchased lists, we need to get emails of key people involved in the hiring process. This is the hardest part we have - calling to get their information. We're going to try and get their email by inviting them to a webinar (geared to small manufacturer hiring). But it's still hard to generate a good list of emails from them. No one wants to give out their email anymore.

Any help with this part would be more than appreciated!

3. Host the webinar
Give an educational webinar on hiring that will help them and then do a demo at the end of the webinar to show them the software (with case studies) and try and make some sales.

4. Follow up after the webinar
Send out some whitepapers to attendees and try to schedule a sales call. For those that don't attend, send a link to the recording for a point-of-touch.

Then launch a few personal emails over the next couple months to nurture them. Also make sales calls following the webinar.

Other:
We're also looking to find industry events coming up that they would attend. We're also looking at publications as well, and other speaking engagements as well.

Any help, tips, or ideas to help me out with this would be more than appreciated!

Thank you so much -

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RESPONSES

  • Posted by CarolBlaha on 5/2/2012 at 1:29 AM Accepted
    First, how by SIC codes can you determine which companies need help hiring? Have you determined which markets might have same universal issues-- and you are addressing that? Or?

    Its not that they don't want to give their email, it's just that webinars are very overused. Especially with a software demo on the back end, perceptioin is it's another informorcial You sign up and learn nothing. I agree with marcus, hit this group one on one, face to face if possible. Take a consultative sales approach. I'd create a blitz campaign to talk to them yourself.

    Now, a webinar with some CEU's might be a different story. This would only work with those who have professional status where CEU's are required.
  • Posted on 5/2/2012 at 12:09 PM Accepted
    dperine,

    As far as your number #2 above, I would use LinkedIn. Through Linkedin you are able to find a good amount of contact information about a prospect and reach out to them.

    You can also, set up your webinar under "Events" on LI. We have been using and training our clients on the LinkedIn best practices and they have had good success with it.

    There is no reason why you wouldn't as well.

    Maria
    facebook.com/incitecreative
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