It’s a dilemma that sales and marketing professionals know all too well: Customizing each email to a potential client is a massive time-drain, but generic mass email campaigns are too scattershot and ineffective.
Fortunately, there are feasible ways to tailor your first approach to B2B clients for maximum success, and generating targeted lead lists is one of them. Segmenting the leads in your address book by location, industry, or company size helps you reach the people who want what you’re selling, get their attention, and convince them to make a purchase.
Here are 7 ways you can break down a lead list to create laser-focused marketing campaigns.
1. Geographical location
Grouping together contacts by location is useful, even essential, in many scenarios. If you can look up a list of potential leads by region, for example, then you can reach out to them quickly and easily if you’re holding a special sale or event there. It’s also fundamentally important to know where a client operates in order to understand their needs — after all, if you’re selling a line of commercial snow blowers to farmers, you don’t want to email (or, even more embarrassing, cold call!) businesses in Florida.
If your company offers more than one product or service, you probably have potential clients in a variety of business sectors. Having fast access to lists of leads in certain trades allows you to target them with industry-specific content (on social media, for example) or send them relevant messages, warming them up for the next stage of the sales funnel.
3. Revenue size
Access to leads’ revenue data can be crucial—it gives you some idea of whether they can afford what you’re selling. If you get your list segmenting right, you’ll be able to pinpoint quality leads to whom you can offer something within their price range. If you don’t, you’ll waste time with someone who’s simply not in a position to buy your product.
4. Number of employees
Clued-up sales professionals pay attention to how many employees work at an organization they’re targeting because companies’ needs differ according to their size. If your goal is to sell three copy machines to each lead, there’s no point in contacting a company with only 20 employees, which likely won’t need more than one. It pays to sort through your lead list so you know how many people work at the businesses on it.
5. Job title
Breaking down a lead list by job title helps you understand the responsibilities and decision-making powers of the person you’re contacting. For example, if you’re selling tickets to a marketing conference, you need to speak to a marketing manager or senior salesperson who can decide whether to make a purchase—not an assistant in HR. By narrowing your list by job title, you’ll generate more accurate leads.
6. Business name
It’s easier to target companies that would benefit from your product or service if you can quickly call up a lead list segmented by keywords in their business names. Segmenting your list this way also helps you know if you’ve already reached out to a certain company and cross off businesses that you shouldn’t market your product to.
7. Preferred contact details
Find out how your leads like to communicate. When working off a list that indicates whether someone wants to be contacted by email or phone, you have a greater chance of making a welcome connection with them. With this information, your sales won’t be stifled by spam folders or irritated clients.
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BizLeads allows its subscribers to gain access to accurate private company data as well as filter that data by all of the 7 categories listed above in minutes!
BizLeads is owned by American City Business Journals, the largest publisher of metropolitan news in the U.S. providing BizLeads with the most self-reported data of any prospecting tool currently on the market.
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