What is Prospecting?
Prospecting is the first step in the sales process, and it comprises discovering potential clients, also known as prospects, in order to close the deal. The goal of prospecting or prospect outreach campaign is to build a prospect base made up of current and potential customers; then communicate with them in an organized and systematic manner in the hopes of turning them from potential to current customers.
What is an Outreach Campaign
A prospect outreach campaign is a plan that seeks to connect your business with individuals and groups that may be engaged in it. It contributes to brand awareness, facilitates promotion, and increases income.
The fundamental concept is to offer an incentive in return for a favor rather than requiring people to make purchases from your business. Outreach marketing enables both sides to benefit from cooperative efforts.
The following are its advantages:
- Boosting your online visibility. This technique enables you to expand your reach globally. You may work with companies that will market your brand to their loyal client base. This manner, your audience will develop independently of your involvement.
- Enhancing the content’s quality. It is feasible to increase user engagement by positioning and refining website content. Evaluate the strategies used by successful bloggers and authors to attract a larger readership. Modify effective promotional methods for your goods or services.
- Individualized approach. It’s critical to infuse your digital work with a human element. For example, using blogs and links, you may build a more unique approach for customers.
- Collaborating and empowering others. Small companies can pool their resources and help one another increase their client base.
These four benefits are the primary reasons a business should engage in prospect outreach campaign.
Finally, outreach campaigns are an excellent method to achieve a competitive edge. With the proper outreach marketing techniques, any company may reap these advantages.
11 Steps On How to set up a prospect outreach campaign
Step 1: Identify what makes customers ideal for your business
In order to begin, you must first identify your targeted audience. Using inbound marketing, your content, platform, and channels will help your message be found by the right audience.
To be successful in sales and email outreach, you must first identify and investigate your target demographic. This involves creating ideal client profiles as well as mapping your target demographic.
Think about and consider one of your most loyal clients. To those, you’ve received monthly payments while receiving no complaints at all. Perhaps they’ve sent you a few additional potential customers who are similar to them.
- What industry are they in?
- What are their roles?
- Do they spend money on something (for example, ads)?
Everybody wishes they could get a deal like that again, don’t they? Let’s see if we can track them down using LeadFuze!.
Hypothetical: A marketing agency selling a packaged service to improve the quantity of favorable reviews for local businesses.
In LeadFuze, you would log in, navigate to the “Leads” section, and begin searching for opportunities in your target positions and industries.
The proprietors or owners will be in charge of the roles that our hypothetical company would employ.
Although the owner will most likely make the final decision, it is beneficial to have the email addresses of influential individuals as well.
Step 2: Include extra & variable data into your ideal-buyer-persona search
It’s a good idea to create buyer personas for B2B companies to better understand your target market. This will help you better grasp their problems, buying motives, and responsibilities.
It’s possible to target your sales pitch to appeal to the reasons for purchase and the benefits your customers will receive from your product or service by developing a clear picture of whom you’re selling to.
Agencies (and, for that matter, any business) that have a broad scope wind up with unsatisfactory messaging.
When you narrow your emphasis and niching to the pain points, your outreach will be more effective, and you’ll receive more responses.
Consider the following factors to assist you to limit down your lead results to the very best of the best.
Amount of Ad Spent:
In the case of leads who are currently spending money in ways that are similar to what you offer, they are more inclined to pay attention when they hear from someone who can provide them with greater outcomes.
Small businesses may not have the resources because of the average number of employees. In the event that you become too big, they may already have a solution in place.
If a company in your field is looking to fill a vacancy, you might be able to persuade them to use a service instead.
If leads are utilizing marketing software tools, it is possible that they would like assistance in improving their outcomes and get better results.
Company News and Updates:
Observe news releases, announcements, and publications. This company wants to find solutions, so pay attention to anything that can indicate such.
Step 3: Conduct your research
When doing this manually, you’d have to start with a list of leads and then go through the process of enriching that data on your own. Visits to social media profiles, as well as the use of various tools and websites, are all recommended. Fortunately, LeadFuze can take care of everything for you.
You type in the info and hit the search button. The application then displays the number of leads that correspond to your search criteria.
Creating a “dream 100” list is actually an enjoyable thing to do. Basically, it’s the 100 different accounts that you’ve been dreaming of acquiring for your company. So, these are larger businesses that have the potential to significantly increase your income and profit.
This is only one example of how account-based marketing (ABM) can be used.
You’re focusing on specific brands, and you’re aiming to build out the profiles of possible decision makers and anyone or anything else who might have an impact or influence on him or her.
Using ABM searching for outreach is also beneficial (aside from sales). We’ve used it to discover the perfect person for content collaborations and syndication channels.
Step 4: Choose a sales outreach channel
Prepare an outline of the channels that will be most effective for your target audience. Cold calling will be the preferred method for some (despite the fact that it takes so many attempts to speak with someone!).
Others may find that a particular strategy on social media is quite effective. Of course, LinkedIn is the most popular social media platform for B2B buyers, but if your target demographic is, for example, wedding photographers, Instagram may be a more active platform for them to use.
Cold email outreach is a tried-and-true strategy that consistently produces the highest lead conversion rates and marketing ROI. In addition, according to a HubSpot research, four out of every five B2B buyers prefer to be reached by email rather than any other method.
So, from here on out, I’m going to assume you’re communicating with people via email because not only does it produce the best outcomes, but we’re also specialists in the field. You can, however, modify this strategy to work for other channels.
Step 5: Target decision-makers first
Evaluate the information received from your ICPs and buyer personas and assign a ranking to your contact information based on the following criteria:
- How well a customer understands your solution
- The amount of money they have available or their budget
- Influence they wield within their company.
Step 6: Use tools for your outreach
While sales may be a difficult game to play, the appropriate prospecting tool might help make things a little simpler. Prospecting tools can assist you in developing a consistent stream of leads to support your firm.
If your organization is highly reliant on marketing and cold outreach, the appropriate prospecting tool can literally save your life. The following tools can help save time and increase your confidence while approaching new leads.
Leadfeeder assists you in generating new leads by monitoring the behavior of your present website visitors. This is an excellent method for identifying warm prospects who have been familiar with the market.
Even if the majority of your website visitors never complete an interest form or subscribe to your email list, Leadfeeder can still help you identify prospects. Leadfeeder can follow a prospect’s information as long as they are using a corporate IP address. When you have the contact details, you may begin identifying the organization’s decision maker. This will assist you in developing an outreach strategy for your prospects.
If your sales approach is largely reliant on cold calling, you’ll want to explore ConnectAndSell. This system ensures that sales representatives have ten times the amount of live chats each day.
Many sales representatives spend an inordinate amount of time attempting to get consumers on the phone. According to the website of ConnectAndSell, 41% of conversations require at least two extra levels of navigation. Thus, rather than selling, you’re wasting a considerable deal of time attempting to identify the proper individual to speak with.
ConnectAndSell initiates the conversation on your behalf through a community of highly experienced agents. Once the prospect picks up the phone, the call is immediately sent to you, and you’ll receive detailed data on each call to aid in your decision-making approach.
Datanyze enables you to amass additional information on your prospects prior to contacting them. The company gathers information on your leads from a number of sources so that you can tailor your outreach properly.
Datanyze enables you to identify different target accounts, locate their contact information, and glean critical data about each business. From there, you may export and store your new contacts to your CRM.
Additionally, Datanyze will notify you of real-time purchasing signals from all of your customers. That way, you’ll be prepared to act when a client is prepared to invest in a service similar to the one you provide.
Step 7: Provide the right offer based on Pain Points
Isn’t it great to have the email addresses of a couple of thousand people who suit your buyer profile? However, if you are unable to get a response from them, they will be of little use to you.
To get them to talk to you, you’ll need to make an offer or a deal.
We are not referring to the product you are selling when we say “offer.” However, 90 percent of sales emails are overtly self-promotional, which is overboard at times. Every hour, thousands of businesses send sales pitches to their customers by copying and pasting them into their emails.
Step 8: Deliver actual value
The goal of initial outreach is to initiate a conversation. It is far easier to get someone to talk to you than it is to keep a discussion continuing. In order to do so, you must show that you have something to say that is worth hearing or talking about.
We recommend having or making something that is worth looking at (in the eyes of your prospects) and then giving it out free of charge. Here are a few suggestions of what may be your offer:
Consult: Service businesses could give a free consult or audit to demonstrate to a company how they can gain from what you do.
Content Exchange: As a result of reaching out to the people we want to utilize LeadFuze, we’ve done numerous guest posts.
Resource: Quality, ranging from a blog post to a specialized tool (e.g., something like NerdWallet creates)
Invite: Live events or webinars make terrific icebreakers for leads. Those who turn up are giving you a clear clue they want to discuss.
Step 9: Conduct AB testing
A/B testing, popularly called as split testing, is a type of marketing test in which you divide your target in order to evaluate a variety of campaign versions and discover which works the best. In other words, you may show one-half of your audience version A of a set of marketing material while showing the other half version B.
To do an A/B test, you must generate two distinct versions of the same piece of content, each with a single variable altered. Then, you’ll present these two versions to two audiences of comparable size and assess which one performs better over a certain period of time (it must take long so that you can have an accurate conclusion).
A/B testing enables marketers to compare the performance of one version of marketing content to another.
Step 10: Make sure to record outreaching results in your CRM
Keep all data, interactions, and outcomes in your customer relationship management or CRM.
Since any sales representative can pick up any account and know the specifics and history of that prospect, it makes the ongoing sales process easier. Sales representatives will be able to close more deals as a result of this.
Step 11: Never forget to follow up on your prospects
When it comes to expanding on your value proposition, follow-up emails are excellent tools. But according to certain studies, on average, 60% of customers will dismiss the first four sales messages they get. And yet, 70% of sales outreach email chains come to an end after the first unanswered message.
Don’t be afraid to send out chaser emails if you want your outreach campaign to be successful. You can even add a little humor to your follow-up emails to see if that works as a different strategy.
Some helpful tips:
- Your outreach emails should contain no more than 2-4 sentences.
- Each email should have a single primary call to action (CTA).
We hope that this article has helped you better understand prospect outreach campaign. As a reminder, be sure to incorporate the 11 steps we have outlined in your prospect outreach campaign so you can see results, and don’t forget to contact us for help if needed! Remember, it takes time and effort before seeing any real success with these tips – but they are worth it! If you need more information on how to execute one of them properly, let us know.
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