Lead Generation Tips: 3 Ways To Get Your Message In Front Of Decision Makers
February 22, 2016 6:43:23 AM | By Matt Benati
We’ve all done it: written an amazing email that we’re confident will produce results, only to have it fizzle out once sent. What happened? More than likely it wasn’t your message that fell flat, it was simple logistics. Your brilliant marketing message wasn’t delivered to the person within the company who had the power to make a purchasing decision.
As the rules of social media continue to evolve and Google’s changing algorithms make SEO less and less effective, email marketing campaigns continue to be an integral part of online marketing. In fact, according to a recent survey, 75% of business professionals said they prefered being marketed by email. Typically, emails are geared to any number of objectives: create a need, foster awareness, build buzz. Ultimately, however, the goal is to nurture your relationships so that when email recipients are ready to buy, they think of you first!
That’s not the easiest task, of course. Sometimes, your CRM lacks crucial details (like titles). And even if you do have them, they might not be current. It’s not practical to have to spend time digging up current information from LinkedIn or each company’s website. Here are three ways to break through the hierarchy and determine exactly who your key contact should be:
Target Your Ideal Customer
Sounds like a no-brainer, right? In practice, though, connecting names to titles and roles can be an enormously time-consuming task. And believe it or not, your best source for cutting down on the time required might just be your own inbox! Using an automated email mining tool such as LeadGnome, you can pick apart and corral the important details hidden in every email.
Out-of-office, left-the-company and change-of-address emails are particularly good sources, because they often provide updated information and clues that you can use in your sales process. For example, an automated out-of-office response often includes detailed information about when that contact is expected to return, who else within the company can be reached in their absence, and additional information about the original recipient. Gather this information with the right software tool, and all those juicy details can be added to your CRM in less time than it would take to read one of these often-overlooked messages.
Research The People And The Organization
If you still lack proper contact info for the person you’re trying to reach, it’s time to employ more traditional methods. With the plethora of information available at our fingertips, combined with a healthy dose of time and ingenuity, you will most likely find a solid starting point. Here are some ideas:
- Look up biographies on contacts in the organization you’re targeting. You might find such write-ups on the company website, typically on pages titled “About Us” or “Meet The Team.”
- Scour LinkedIn, an especially good source for finding someone’s latest title. Simply enter their name into the search function and make note of titles and other information that comes up.
- Use a search engine and specify “News” to find press releases that contain the name or title you’re researching.
- Visit the “News” section on the company’s website. This will often have the latest updates and staff changes posted.
- Search online trade pubs for mentions of the company and its staff.
- Head to the “News” page at PRWeb (a service many PR professionals use to disseminate their releases) and enter your search terms. For instance, a quick search for “Anaren+manager” at the time of this writing yielded at least three releases that contain names and titles.
Build Relationships Regardless Of Title
You may find it difficult to get your message in front of your ideal customer initially. And that’s okay! An email being read by any member of the company is still capable of getting your message across and building a foundation from which you can grow.
The staff surrounding the decision makers you’re targeting have often perfected their ability to sniff out a sales pitch and are experts at protecting their bosses’ time and resources. While you can’t necessarily change the fact that you are most likely trying to sell them something, you can develop strategies to get the door at least cracked open.
The key comes from forming a relationship with every person you come into contact with rather than trying to ram your message straight through. Here are some tips:
- Keep the conversation going. Be clear about exactly how you’ll follow up if the decision-maker is unavailable. For example, “I’ll drop her an email on Tuesday after she’s had a chance to review the materials I’ve attached.” This sets reasonable expectations and when they hear from you again on Tuesday, they’re prepared.
- Ask for more details. If your target is otherwise engaged, ask for a time or method of contact that would be more convenient. Ask when he’s returning from vacation, wrapping up a conference or finalizing a project, and promise to contact him then via phone, email or whatever channel he prefers.
- Be nice Yep, it’s simple, but effective. Honey draws more bees than vinegar, as the saying goes – so making a friendly connection with all staff members is always in your best interest. You may be surprised how much influence an assistant or junior staff member actually has in the sales process?
Make every minute of your marketing efforts count by targeting the people with the power to buy! If you’re interested in streamlining your sales process, find out more about LeadGnome and how our data mining service can save you time and money. The process is simple and risk free.
Drop me a message at firstname.lastname@example.org or download our free ebook: Turbo-Charge Your Account Based Marketing Strategy.