January 28

Targeting for better Lead Generation results and ROI

Lead Generation

5  comments

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:

  1. Do Your Homework.
  2. Find Prospects That Look Like Your Target.
  3. Determine Your Target’s Pain Points.
  4. Gather Sales Support Assets.
  5. Create a Destination of Information.

Read Target Your B-to-B Lead-Gen Efforts by Vertical and Job Title

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.

Related Posts:
5 Lead nurturing tips to create relevant and engaging emails
Develop and intensify your Ideal Customer Profile

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. Great read Brian! It’s agreed that our Marketing campaigns should always start with the “who?” who will you target, who has a need for your product or service? No one can optimize lead generation without specifically defining the right audience to approach. At LeadLife we teach our customers that targeting can encompass many dimensions, such as:
    – The types of business, typically defined by Industry or Standard Industrial Codes (SICs)
    – The geographical location of the business
    – The size of the business by revenue or number of employees or both
    – The people within the business typically defined by function code or job title
    – Previous interaction with your company
    – Specific events that have happened in the business

    Just some food for thought!

  2. Interesting work there. I think this would really be a good idea if I share it with others.

  3. Great post, I can relate to “knowing something and actually doing it are two different things”, sometimes you just have to re-focus.

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