When you open your inbox and scan your messages in it, you are filtering for whatever seems the most relevant to you. So, it should come as no surprise that the common rule for successful email marketing is to get 3 key elements such as the right person, right time, and the right message.
Also, general outbound emails if not created properly, can be another shot in the dark. This is why cold emails can feel so much like spam. They come into your inbox without an invitation, along with a generic message that you couldn’t care less about.
Indeed, how can we do it another way around? By developing effective personalized outbound campaigns.
Definitely, they follow all of the 3 elements:
- The right reader (decision-maker)
- Useful offer about a particular need or problem they have
- At the right time (based on industry statistics)
In order to develop an email copy that will consist of these 3 elements, you should first establish your Ideal Account Profile and what they care about.
With the amount of customer data now readily accessible on each company and individual, combined with advancements in AI technology, we are able to do an increasingly better job with targeting and engaging the most relevant prospects.
To build a foundation, we should narrow it down by adding criteria that match your ideal client profile:
- Industry (if you look back at what kind of companies were your clients in the past, you can easily find a pattern of companies that are most profitable for you);
- Location (where should you invest your efforts and easily encourage more clients to use your services/products?)
- Company Size (number of employees)
- Company Revenue
In many cases, all this info is still too general, right?
Firmographic information alone isn’t enough to create highly relevant content for your buyers but it’s the first place to start your segmentation process. Furthermore, you may need additional criteria in order to shape their ideal client.
At BizzBee, we don’t stop here when developing an IAP. Once we qualified a company that passed all the (required) criteria, the next step we take is to reveal the right employee within that company. This is pivotal, as the wrong employee could diminish all your entire effort.
Our team makes sure to identify people that are responsible for the exact type of service our clients are offering. The main issue we encounter is that all of the B2B companies have their own unique and non-standardized organizational structure. This means that a generalized position might not be the same everywhere.
From our experience, high-level positions such as founder, co-founder, owner, C-level executives, VP are the easiest to trace.
Positions that are one level below the C-level (such as a Director, Manager, etc.) may be tricky to locate. Within a company, there could be several marketing managers managing different teams, so we are careful to approach the right people.
Depending on what our client offers, we can target individual employees or specific roles within departments. Our experience shows that worker level positions are harder to find. The most common reason: Employees switch jobs more frequently than directors or C-level executives.
Although this could help in narrowing down the ideal clients, it also makes the research harder – as many decision-makers that do not match the criteria will be disqualified, which takes a lot of effort.
We collect as much information on the relevant people that are publicly available (LinkedIn profiles, education, history within the company, etc.).
After revealing who we should approach, we don’t stop here.
While firmographics are the most important place to start segmenting your audience, B2B segmentation with firmographics and decision-makers revealed alone isn’t enough.
Obviously, a list of companies that you target along with a lead’s role and buying power at a company cannot tell you:
- Their specific daily problems and needs;
- What solution they are looking for (are they even looking for something?);
- Their stage of the buying cycle;
- Which competitors they have already researched before you get in touch with them;
- How much they know about your company (do they even have a clue that you exist?);
- Which type of content they prefer to receive (blog articles, eBooks, case studies, podcasts, video, etc.).
3 layers info
Also, we have seen success when we use firmographics and decision-makers as a base and build onto it with other information such as behavioral data off your website, behavioral data on your website as well as intent data.
Once you have all of these 3 layers info, you can use in order to get the information needed to approach them and make the right pitch.
Moreover, how deep you will go in creating your IAP, will depend on your service/product. My point here is that you need to consider the needs of your potential clients before crafting a tailored approach.
The more information you possess, the more relevant you will appear to your potential clients.
Have in mind that personalization is crucial, especially in the B2B world. In a recent survey by ClickZ, 85% of buyers state: “we will completely write off companies who don’t personalize the very first interaction, we may even say it’s mandatory”.
To Sum Up
To conclude, so many IAP checkpoints, so little time. Thus, here is where we come in. BizzBee Solutions team is trained to help you develop a hyper-targeted Ideal account profile.
Clearly, establishing your Ideal Account Profile is one of the most crucial things to do to maximize the results of your B2B sales and marketing efforts. Indeed, to help you boost your business growth in 2020, we developed a 3-months Outbound Growth Plan.
Last, but not least, check out our bullet-proof strategy to get started: https://www.bizzbeesolutions.com/outbound-growth-strategy