Effective lead generation really depends on how much you know about your target audience and how well you use that information to tailor relevant messages and conversations.
I thought this post by Carolyn Goodman for Target Marketing Magazine was a good reminder of how we can improve our lead-gen results by being more targeted with our messages.
I know this is a basic idea and many of you do this already but knowing something and actually doing it are two different things. This article prompted me to make really make sure I’m doing this consistently. Hopefully, it will prompt you too.
Here’s a quick summary of Goodman’s 6 steps:
- Do Your Homework.
- Find Prospects That Look Like Your Target.
- Determine Your Target’s Pain Points.
- Gather Sales Support Assets.
- Create a Destination of Information.
I wouldn’t stop at targeting by vertical and job title. There’s many additional ways you can segment and target messages including; Stage in the buying process, Company size, job function, trigger events, role in buying process and more.