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3 ways to target and warm up B2B buyers if they are not active on social.
If you're selling to technical teams or conservative industries, your buyers may not be active on social. Hence, ads and cold outreach are doomed.
Here are several ways to reach and warm up them.
1. Partner with niche associations and communities.
Do a co-marketing activity (event, webinar, panel discussion, market research, etc) making sure that the association or community will help with intros and promotion.
One of our clients managed a relationship with an HVAC association to book 23 meetings with technical buyers from target accounts.
2. Send highly personalized offers via direct mail.
Why direct mail?
- Direct mail cuts through the noise of spammy sales LinkedIn and email messages
- Relevant gifts grab attention and provoke curiosity
- Highly-personalized pitch and the relevant case study make target accounts reply YES just because it’s not standard, and they see you did homework.
We have a 100% reply rate for every direct mail outreach campaign we send at Fullfunnel.io. Our clients see positive reply rates of around 40%-60% per campaign.
3. Build a peer-to-peer relationship to gain additional insights and ask for introductions.
Even if your target buyers are not active on social, there are other departments that might be (sales, marketing, client success, data, etc.).
Build a peer-to-peer relationship.
Plan co-marketing activities.
Ask your peers to connect your team with target buyers.
These 3 ways take way more time than launching and running ads and outreach. They seem to be non-scalable.
But this is one of the biggest problems B2B companies create for themselves.
They look wrong at scalability.
Putting $$$ into Ads machine, hiring more SDRs, and investing in automation seems to be predictable and scalable.
Emails sent and ads impression - Clicks - Meetings booked - I wish B2B growth was that easy.
Scalability comes from focusing on systems that actually deliver results. It requires a long-term mindset and strategy. Even if these systems require a lot of human effort to ignite the engine and maintain growth.
There are no shortcuts to growing a B2B business.
RESOURCES
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