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6. Execute an Outreach Program.
Now that you know your top four or five verticals, you're ready to tap targets on the shoulder. Create a campaign by vertical target in order to highlight key benefits that are most relevant to that target (you should know what these are as a result of your research in step three).
All of your outbound communications to each of these job functions within each of your target verticals should be different. The individual in finance, for example, will want to understand ROI, while the individual on the technology side might be concerned about how well your product can be integrated into existing technology.
Your research already should have helped you identify the pain they're facing, so leverage that learning in your communications. Whether it's the initial contact, the follow-up materials or the landing page, mirror what you've heard to make the conversation most relevant from the beginning. Your participation in industry events and conferences should help you establish the correct tone and language in your communications.
More Granular Targeting Equals Better Response
B-to-B marketing should never apply a "one size fits all" strategy. The more relevant your communications—and the more you can demonstrate that you understand a prospect's particular industry and business challenges by tailoring your solution—the more likely you are to engage in a meaningful discussion with your targets. Listen to feedback and refine your communications accordingly. And yes, the results will be worth it.
An award-winning creative director, writer and in-demand speaker, Carolyn Goodman is the president of Goodman Marketing Partners, a direct marketing response company in San Rafael, Calif. She can be reached at carolyn@goodmanmarketing.com.
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Business-to-Business Lead Generation Strategies (2nd Edition)
Business to Business Marketing Research