How should I get in touch with my B2B target audience?

We are offering an exclusively designed and manufactured promotional product, mainly for Motorsport related businesses and race teams/venues. I have a list of potential targets, tried to email some of them with our product (and how to use them, what are the benefits, etc. but my emails were not read most of the time. I am not the best at phone calls, so I would stay with written conversations. What do you suggest, should I find different kind of positions inside those target companies? Like event managers or marketing managers? I tried LinkedIn as well, not much success.


There are a number of factors that could be attributing to not having much success.

Most likely, it is your messaging. Are you framing everything you say around how your product/service solves the problem your ideal client is facing?

For example, if they are banging their head against the wall trying to coordinate the logistics of moving the team and equipment from venue to venue, does your product solve that problem for them?

Once this messaging is dialed in, I suspect your email response rate will improve, your LinkedIn messages will improve, and your phone call confidence will improve.

If you are just "selling" your product, you will have little to no success regardless of who you talk to or the platform on which you contact them.

Think about how you would like to be talked to if you were them. A cold, out of the blue message from an unknown person is likely to end up in the spam or trash folder. Instead, focus on how you can deliver value FIRST, then interest them in a long-term solution with your product.

I'd be happy to talk to you more in detail about this and give exact steps once I know more about you and your product. Schedule a call and we can get started.

All the best,

Answered 8 years ago

My response is going to be significantly different than those you have already gotten. Which is why before I share it, let me give you a quick overview of my experience and where I am coming from. Since 2010 I have worked with over 50 B2B companies helping them reach, build relationships, and ultimately close their customers. Total customers reached? 20,000+. Lifetime value of each customer was a few hundred thousand and higher.

At this point you are probably thinking:
1) Ok I know I should fix my messaging, but how exactly should I do this?
2) Do I really have to cold call? Ugh, all I can imagine is people being so annoyed at the interruption I will never be able to get a meaningful word in edgewise!
3) Why should I have to try sleazy low status sales activities anyways? What I have is of immense value for Motorsport businesses and race teams/venues!

What is the one tactic a newish company with an amazing product to use to take care of all of the above AND close its B2B audience?

The answer is curiosity emails.

If you have a well crafted curiosity email you don't need:
-to create perfect magical messaging that excites your B2B target audience at first listen
-keep cold calling and interrupting your B2B audience to the point of them hating you
-reduce your business and product's perceived value by sleazy low status sales activities

The curiosity email is exactly what it sounds like--it builds curiosity and gets them to say YES tell me more.

To get it right you have to test several different versions. Now obviously you don't want to test different curiosity emails multiple times on the same prospect. That will only get you put into spam boxes and forever marked as a sleazy sales guy.

There is a right way to test these such that you:
-avoid the spam box
-get responses from people curious and open to hearing about you and your product AND
-get people to know, like, and trust you even before you sell at all

I can help you determine the best curiosity emails to test for you and guide you on the right way to test.

Schedule a call with me and we will get started.

Answered 8 years ago

I work with B2B accounts all the time. Decision makers can be well defended by staff members who literally aren't doing their jobs unless they keep sales calls at bay. Nonetheless, when you know where you clients are, you're ahead of the game. The trick is reaching the right person.

This won't come as news, but unless and until your message connects with the decision maker who can press the "Make it so" button and buy what you're selling, you're not in touch with the influencer whose approval you need. You want to reach people who recognize the value of what you offer and can push through an actual transaction. That may mean putting the connections you need to make ahead of your preferences about connection methods.

On the phone, you may have your best chance at presenting the value you offer and showing that you understand a real problem that your prospects need to solve. I would suggest that you work on your phone skills and figure out how you can gain comfort in using them. Script part of your pitch and practice it till you feel comfortable delivering it. That helps avoid hemming and hawing and feeling lost. Rehearse with someone who'll give you honest feedback. Record your practices and analyze what's holding you back.

Do you travel to race venues? Perhaps you can use phone calls to set up times to meet in person and pitch your product in a real-world setting.

Honestly, most people hate any activity that smacks of cold calling, but in some cases, it's the best way to connect. E-mail is really easy to avoid and ignore; many messages don't make it through spam filters that only whitelist messages from known contacts.

You might also consider direct mail, using a letter that shows you understand your prospects' needs and can offer a targeted solution to them, followed up with a phone call to make a more direct connection.

Best of luck to you! I'll be happy to talk with you if I can offer further advice.

Answered 8 years ago

Great question!

Here is a 32-step tutorial on how to generate warm leads using a lead scrape, a couple free extensions, a CRM and a salesperson to not only generate, but properly nurture your new leads from cold to closed.

I have been asked often about my approach to LinkedIn lead generation and how it works in conjunction with digital ads and telemarketing. Here is a very quick/dirty guide that will help clarify the process, timeline and stack needed:

What you will need:
* Google Chrome Browser
* A Linkedin profile
* LinkedHelper
* LinkedHub
* A verified email list
* Cold email templates
* Tool setup for [cold] email sequences

Week 1: Start Gathering Data

You can either write a scraper (Upwork, the world's largest online workplace search for “scraper”) or use a tool (recommend If your list requires some serious digging let me know your criteria and I'll see if the team I use can help. If you are in need of a fast and effective You can start this step 1 week before you have an SDR trained and ready.

1. Set scraping criteria - industry, title, location, company size, Linkedin profile (Y/N?), phone number (Y/N?)

2. Create a google sheet with correct headings for your CRM - search your CRM + “bulk import .csv template”

3. Load one example of a good lead to the sheet

4. Share sheet with your scraper

5. Order

6. Verify these yourself if you did not order a pre-verified list - Use a tool like Verify Email Address Online

Week 2: Start Connecting

This is a very powerful step that requires LinkedHelper to automate the connection requests. You can upload your scraped list, as well as run the bot on any network search.

1. In your Google sheet with the scraped contacts, create a new tab for “Linkedin Profiles” - find/copy/paste the LI profile URLs to one column there.

2. Download this Chrome extension: Linked Helper - automate work with LinkedIn

3. Login to whatever Linkedin account you want to use to prospect this list.

4. Follow these instructions to load the LI profiles list to LinkedHelper:

5. Select the options to invite/connect and view profile - This will give them two notifications (viewed your profile and requested connection)

Week 2: Auto-Messaging Sequence

Like cold emailing, you will be able to cold message connections gained in the previous step with a timed sequence using LinkedHub. This allows you to serve more messages and more impressions without much downside (like spam complaints).

1. Create a LinkedHub account - linkedhub | LinkedIn Lead Generation

2. Setup your connection sequence - use a simple one-line connect message like “It’d be great to have you in my network.”

3. Time your second and third messages appropriately - The second message should not be a sales message. You want your second message to go out 1 min after they approve the connection, and be a simple one sentence "thank you for connecting" message. Use the contact fields to personalize it.

4. The third message can be your “ask” - make it a great offer, or something unique for your LinkedIn connections otherwise it won’t get much of a response.

5. Add the URLs you used in your scrape to as the target for this sequence - Make sure to add the exact search terms which will include everyone on your list of contacts. Use title and industry search terms, and multiple URLs if you have to. Contacts not in your email list may get these messages, but this is ok, so long as the search criteria is for potential customers.

6. Start sequence

Week 3: CRM Retargeting

The main purpose of CRM retargeting is to serve brand impressions and educate your list on what exactly it is you do. The last thing you want to do is cold email or cold call prospects who have zero idea who you are and what your company does.

1. Load your lists to each platform for ad retargeting - Depending on your list size, you have Adwords (1000 minimum) Facebook (relative, but no min), Adroll (500 minimum), Linkedin (3000 minimum).

2. Facebook - Use FB to serve video ads explaining your product/service to the audience to educate using a medium they’ll engage with.

3. Adroll - Adroll you will use to serve impressions of your brand. You do not even care about the clicks.

4. Linkedin - You want to serve valuable content that shows thought leadership on Linkedin - ebooks, white papers, and webinars - collaborations with other brands is preferred.

5. Adwords - Load your videos to YouTube and serve “TrueView” ads to your retargeted list.

Week 4: Cold Emailing

Now that they have [hopefully] been served one or two impressions of your brand, it’s time to send them a cold email sequence. It’s very important you do not do this too early. You want it to be as warm as possible, which is why we serve LinkedIn profile impressions and ads to these people first. It’s also important you use a correctly timed sequence with if/then rules so that you make sure not to bother those uninterested, and you keep inboxing.

1. Load contacts to your CRM - If you used the formated bulk sheet provided by your CRM, you should be able to simply upload the contacts. If your CRM allows for tagging, tag every 200 contacts with a unique letter (A, B, C….). This allows you to easily decide who to send what/when by segmenting them by tag in your CRM.

2. Run a spam and record test - Before you send a single cold email, make sure you have the correct any record issues - verify DKIM/SPF settings with your host. Make sure email clients can verify you are permitted to send from that address by following the corrections this site gives you: Newsletters spam test by

3. Use a drip sequence - Make sure unopened emails get the same email two days later with an alternative headline. And those who do open, but do not click get another option later. And if you are using a CRM, make sure sales is notified while someone is browsing the site so they can contact/close them right then. I recommend CRM Software - Customer Relationship Management - Agile CRM

4. Limit sending to 200/day - The last thing you want to do is show up on any blacklists. Too many complaints in a day will get you listed. This is why we want to throttle sends. Make adjustments to messages that are getting no clicks/replies and complaints before sending the next batch.

Week 5: Cold Calling

The process is created to make these calls much 'warmer', but you will want to make sure your SDR's or AE's understand the brand impressions each contact has been served prior to these calls - i.e. "We are connected on Linkedin..." or "I sent the details to your ___@___ email...".

1. If your CRM is giving you notifications when contacts are browsing, make sure to call those prospects immediately - CRM's like CRM Software - Customer Relationship Management - Agile CRM will allow you to install their tracking pixel on your site and setup desktop notifications for if/when contacts are on your site. Make sure your team has these on and are calling during the browse.

2. Next, call those who have opened, but not clicked - Then call those who have not opened.

3. Finally, call your Linkedin connections.

4. For these cold campaigns, one your SDR or AE's tasks should be getting them to open/reply to the email. This keeps your IP health up so you can continue cold emailing.

Week 5: Triggering Follow Up Sequences

Follow Up sequences should be ready for each type of call - no answer, not interested/ready... So you can keep these contacts in your funnel and at least offer them relative content they may be interested in. Have a few sequences ready to be deployed when the call is done.

1. As soon as the call is done, trigger the appropriate sequence.

2. At the end of every sequence should be a transfer into some sort of evergreen content drip - This last step ensures no contacts are ever left floating as they continue to get your content regardless if they are in an approaching/nurturing sequence, or not interested in the product, but have not opted out of emails.

From here you can get into content marketing and true lead nurturing techniques using whatever you have of value to display thought leadership and trust - case studies, white papers, collaborative content with known brands...
Reach out to me here if you need help.

Answered 7 years ago

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