I have written in the last two posts about the key importance of persistence in B2B marketing.
Now the advantage of B2B is that you can generally get a database of contacts. So if you have segmented the market well and you have a clearly defined Single Target Market, then you can go and buy it from multiple sources.
What’s important are 2 aspects viz. The age of the database- how old it is and second figuring out if the designation and function is matching.
A lot of times designations can be deceptive in terms of the power equations within the organization.
Generally larger the organization, lower is the level of the people who will be entrusted with the responsibility for doing the research and identifying vendors, creating comparison sheets etc.
So not only do you identify the the key decision makers and send messages, you also need to identify the functional people who could be responsible for doing the evaluation. You will need to influence multiple people.
So your first step would be to verify the accuracy of the database because more than 50% of your success will be determined by the quality of your database. Incidentally this would be true whether you are looking at B2B or consumer markets.
Till next time then.