“Nobody cares about your email,” David Dulany, Founder & CEO of Tenbound says. People are so overwhelmed by the sheer amount of communications they receive on a daily basis that generic, blast sends just aren’t going to cut it anymore. His solution? Hyper-targeted prospecting.
The idea of hyper-targeted prospecting is simple: carefully select your target accounts and then create relevant, personal outreach tailored precisely to them. It’s a dramatic shift from the kind of mass, irrelevant messaging that consumers are so tired of getting. David compares this approach to fishing with a spear instead of casting a wide net. (Note: do not actually attempt to spear your prospects.)
Want to try out hyper-targeted prospecting for yourself? Here’s how:
1. Compile your list of key accounts
“In most B2B environments, especially most companies selling to enterprise customers, we know who the customers are, we know who the prospects are, we have the leads already,” says Matt Heinz, President of Heinz Marketing.
Chances are, even if you don’t already have a list of companies who would benefit from your solution, you have an idea of your ideal customer. The first, and arguably most important, step in hyper-targeted prospecting is doing your research and creating a shortlist of key accounts who would be the best possible fit for your solution: think in terms of company size, industry, and challenges they might be facing that your product can solve.
2. Narrow your outreach to a single persona
Once you’ve compiled your list, it’s time to pare it down even further—this is hyper-targeted prospecting, after all. Look into the companies on your shortlist and determine which persona would be most interested in the challenges your solution can solve. Definitely think about decision-makers, but also consider who would see the most impact from using your solution day-to-day. Even if they don’t own the budget they may be able to champion your product to their management.
3. Target your messaging precisely to that person
Here’s your opportunity to add value—or as comedian Steve Martin once put it, “be so good they can’t ignore you.”
Even though he was offering career advice, I think his words apply to salespeople: if you’re truly providing something of high value to your customer, they won’t be able to ignore your outreach.
On a more practical level, this means putting yourself in your customer’s shoes. What are their pain points? How will your solution help? What kind of communication would you like to receive if you were in their position?
There you have it: three steps to getting started with hyper-targeted prospecting. We hope this article has been helpful and inspired you to take a ‘spear-fishing’ approach to your prospecting efforts. Interested in hearing about how David Dulany used hyper-targeted prospecting to crack into his key accounts? Check out his webinar below!
We’re curious to know—are you already using hyper-targeted prospecting (or a similar approach)? Excited to get started? Share your experiences in the comments!