Last week I spoke with a friend who runs a large manufacturing business. We’re mapping out a campaign to help him bring a new product to market.
He called me because he wants to target a very specific type of person, and knows that I can do this kind of niche b2b marketing in my sleep.
Here are some of the questions we explored together:
How many new customers do you need, and within what time frame?
Do you have any data to go on, to arrive at an estimated close rate?
Is your solution truly novel? Or are there plenty of competitors?
Will your value proposition and message really get people interested to talk about the solution? Or have they heard it all before? Be honest.
Is your price point high enough to warrant 1-on-1 outreach?
What type of company is the ideal customer?
What type of person at this company is the ideal buyer?
Are these people on LinkedIn? Email? Both?
Can we reach them by phone?
Who is going to do the selling?
Who will be the “face” of the campaign? In other words, whose LinkedIn profile and email will the activity be run through?
What other marketing assets do you have that could be incorporated into this campaign?
Do you have any case studies? A webinar? (the latter is not needed, but when it exists it can be helpful)
In this case, my friend had a great understanding of his business and customer, even though it’s a brand new product to the market. So we were able to build on these questions and get the bones of a campaign and strategy in place. Depending on how some of these questions are answered, it makes a profound difference in how the campaign is designed.
Many, many times, people aren’t sure about too many of these questions. And that’s ok. They just need to do a little more work before they are ready to launch a campaign.
In my friends case, we came to the conclusion that in order to reach his goals, he would need to target roughly 1,000 prospects with a multi touch campaign that stretched over a few months. Using normal metrics/averages, he should double his goal for sales conversations. But if for some reason things don’t hit the way we expected, he will at least meet his goal. That’s the way I like to plan this stuff. Aim for 2X so that if it doesn’t crush, you still get 1X.
Hope your summer is going well!
Josh
Josh Turner
Multiple times Inc 500 + 5000, WSJ Bestselling author, dad, #LetsGoBlues, top LinkedIn expert, helping small businesses get more leads and clients online.
P.S. When the time is right for you, here are a couple ways we can work together:
My on-demand LinkedIn Accelerator, which includes training and 1-on-1 consulting with my head coach. This program focuses on my 5-step methodology to get connected to a lot more prospects, and build relationships with them through strategic messaging, to generate an average of 10-15 sales appointments per month. CURRENTLY CLOSED - No new enrollments as we are retooling and preparing for a re-launch of this program!
Work with me 1-on-1. Hit reply to this message, tell me about your business and let me know what you want to work on together. Then I’ll get you the details on my consulting work.