You’ve been doing business with a lot of people for quite some time now, but have you ever wondered who exactly these people are? Can you find a common link among those who have been making commitments to your business? Can you describe in detail what kind of people they are and how they go about in their decision-making and purchasing processes?
If not, then your sales and marketing success may not last long. When talking about lead generation, continually understanding your target market – particularly those who are interested – is the key to maintaining a long, fruitful business.
Here are some of the things you need to do in order to know (and keep knowing) your B2B buyers:
First, know where to find them (or where they find you)
Looking at your data for the last few years, surely there would be a pattern in terms of how you and your prospects “meet” for the first time. Do most of your leads come from website sign-ups? Do they usually call in? Do they respond to email blasts? Knowing how interactions are initiated will help you to easily paint an idea how everything works out from the beginning.
Describe your B2B buyers – and categorize them into personas
Pull up their information files and take a look at the basics. Among your leads, which belong to the upper/lower bracket in terms of company size? Annual income? Which of them are specialty personnel and which of them are C-level executives? Which among them buy more products or acquire longer contracts?
You can create your own scale and assign numbers according to your own criteria so you can easily sort future leads and predict their behavior. Which leads to…
Analysis of interactions
Now it’s time to know them deeper. If you still have access to call recordings, email threads or online conversations, perform a little analysis. What are their usual pain points? What’s the difference between those who declined and those who have agreed to an appointment or meeting? What are the usual objections? What ticks them off? What makes them laugh? What’s the magic word?
Use the data and push it a little bit more
Now that you know their soft and hard spots, you can put your analysis to the test. After being able to validate what you’ve learned, try to turn up the energy on your activities. Focus on the things that have worked in the past, and avoid doing the ones that didn’t quite bring in any help.