Too many leads, not enough leads, these aren’t the right leads – I’m sure you’ve heard some variation of this before and it epitomises the ‘eternal struggle’ between sales and marketing.
Historically the B2B world was more sales-focused, perhaps as much as an 80/20 split between sales and marketing, however, this has now flipped. B2B decision-makers are much more informed and much more active in the decision-making process because they are doing a lot of research before even speaking to a salesperson.
Now, as a marketer, I’m not here to try and cut out sales because we need those guys! I’m here to try to make communication and workflow between the two departments much smoother and it absolutely now must be a two-way street.
Take personas, for example, marketing alone can’t decide this, we need feedback from salespeople on the front-line on if we’re targeting the right people and understanding what content is resonating with these prospects once they get to the bottom of the funnel. This information is vital when creating new content and ultimately generating better quality leads.
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Speaking of leads, the question that we’re all trying to answer is how do I get the right leads? Once we answer that, we can then look to ramp it up and flood the sales pipeline.
To start with we need the right persona – who exactly are we looking to go after and how? This information will have a huge impact on which content and channels we use. Coincidently we have a great persona creation tool in our platform for you to use! Here’s what you need to be thinking about when creating your ideal persona.
- Content and interests
- Top keywords
If you’re thinking all this talk about personas is too marketing focused, think again!
We’re not only going to use this persona information to create super-hot content that they’ll love, but we’re also going to use this to get our data. We believe that the days of buying cold data lists are gone (good riddance, they were way too expensive!) and that’s why we’ve built a suite of data solutions to help get the RIGHT prospects in, thus giving us the best chance of creating the mythical perfect lead!
But how, I hear you ask? Over the coming weeks you’ll be reading blogs around all these tools but today we’re going to focus on our Company Domain Prospector.
What is the Zymplify Company Domain Prospector?
Do you have a list of companies but no individual contact records? The company domain prospector can use that company-level information to reveal the contacts records you want… And this is where the persona comes into play. You’ll use your target persona to outline the specific criteria of who the prospector reveals from the companies you uploaded, relieving the need to manually research that company online or on LinkedIn to try and get in front of the correct decision-maker. Just think about how much time you could save!
You’ll be able to filter based on the following:
- Number of contacts per company
So Why Use the Domain Prospector?
You (probably) already have the data. Many companies will have a CRM full of company-level information, you just need a way to use it effectively – and that’s not going through LinkedIn to try to find contacts.
You know they are your target audience. Without assuming too much, I think it’s fair to say that you wouldn’t have information on companies that you weren’t interested in contacting. Again back to personas, you’ve already identified companies that you’re keen to get in front so let’s use them.
ABM. This tool is great for ABM (account-based marketing) as you’ll be able to reveal multiple prospects to target from the one company. This method is very effective when focusing on high-value accounts, specifically those with a large decision-making unit.
If what you’ve read today has piqued your interest, why not join our prospect automation webinar to learn more about how to get the prospects you want at scale.
Zymplify has been recognised by review site G2 as having the fastest implementation time in the marketing automation category.
Our expert team can help set up automated prospecting, marketing and sales follow-up to leads within days.
Don’t forget, we’re offering you a free one-to-one consultation with our marketing experts to advise you on how to boost your business, even during the current climate. Book your consultation now, slots are limited!