A Smart 4-Step Formula to Identify B2B Prospect Opportunities
Not all B2B prospects are created equal. Some are ready to buy now, some later, some not at all—yet marketing tends to invest the same in each one, which is inefficient at best. I’d like to suggest a simple four-step formula that will bring an early identification of B2B prospect opportunities and allow us to gauge our marketing investment in a prospect per potential return. The formula is based on the concept of “propensity to buy” or the likelihood that a given prospect will purchase. Understanding and measuring this concept enables us to focus on real opportunities.
The core reason b2b prospecting underperforms
The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports and results. They are separated, a gap to a chasm, from the often-conflicted humanity of the people that make the decisions. This separates your campaign from its potential. We are not fishing on the shores of Lake Abundant – it’s harder than ever to differentiate ourselves, to find, nurture and motivate the prospect as the world become increasing atomized.