Finding B-to-B Buyers Faster Than Your Keys
We’ve all been there — ready to walk out the door for an awesome, productive day, and unable to find our keys. You swear you just had them, and now you must spend way too much valuable time searching for them. Low and behold, they were right under your nose the whole time. Now you’re late, you’ve missed the bus or train, or you’re stuck in gridlocked traffic that you could have avoided if only you’d been able to skip the key search.
The same scenario often plagues marketers when it comes to finding buyers. You’re ready to make a big push, backed with a new campaign, new product features or other buyer incentives. You know exactly whom you’re targeting and where to find them — or so you think. Just like lost keys, the most valuable prospects (MVPs) are often much harder to find than you expect. In fact, marketers spend the majority of their days on non-revenue-generating activities, including searching for good prospects or struggling to recognize them. By the time you do find them, it’s often too late — your competitor already has them firmly in their funnel and is ready to close the deal.
Technology can help, but like those gizmos you attach to a keyring that beep when you clap your hands to locate them, most only work once you’ve already “marked” the target. What about new prospects? Those you haven’t yet “marked” as targets? How can you find those MVPs? Here are five tips for finding new buyers faster than lost keys:
1. Start With Your Target in Mind. Are these your car keys or house keys? Are they on a keyring, a lanyard or one of those coiled-up bracelet things? Is there a remote key fob, or maybe half a dozen loyalty cards attached? Knowing all of these characteristics will aid in the search. It works the same with buyers. Start by identifying your ideal buyers – the characteristics that make them prime prospects for your organization. Perhaps it’s their job role or title, but it could also be something more subtle. Perhaps your ideal buyer consistently uses another product or service. Or, maybe they attend specific industry events, work for the same size of company or have similar college degrees. Just like your keys, all of these characteristics will help determine where you look.