🕵🏻‍♂️ 6 proven ways to reach conservative b2b buyers

Dear Trencher,

Not everyone is hanging out on social media, and if you're trying to reach conservative B2B buyers, that can make things tricky. 

But don’t fret—there are plenty of ways to connect with these prospects without relying on social platforms. 

In this newsletter, we’re breaking down six practical strategies to help you build strong relationships and get the attention of those hard-to-reach buyers. 

Let’s get right into it! 😉

𝟏. 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬

Leverage Your Network !

Some of your team members are already connected to a goldmine of potential customers – executives, senior sales, etc. 

Others probably know influential people in the companies you want to work with.

This can be your secret weapon! By tapping into their networks, you can gain valuable insights into your target buyers and even get introductions to decision-makers.

𝟐. 𝐑𝐞𝐟𝐞𝐫𝐫𝐚𝐥𝐬

Referrals work similarly, but instead of leveraging your internal team, focus on your existing customers or industry contacts. 

Option 1:

Start by reaching out to your current customers. These folks can provide valuable insights and open doors to new opportunities. Why? 

Simply because they already know and trust you. And their networks might include potential buyers who fit your ideal customer profile. 

So, ask for referrals or introductions to their contacts who might benefit from your solutions.

The truth is that customers who have had a positive experience with your company are often willing to help you expand your reach, especially if you make it easy for them to do so.

Option 2:

Additionally, look beyond your customer base to other industry connections—partners, vendors, or even colleagues in related fields. 

These contacts can provide recommendations or introductions to buyers who may not be active online but are influential in their own right.

If you play your cards right, these referrals can spark conversations that lead to actual deals. 

𝟑. 𝐂𝐨-𝐜𝐫𝐞𝐚𝐭𝐢𝐨𝐧

Try creating a niche piece of content and involve your target buyers in the process. 

This could be: 

• a whitepaper, 

• a webinar, 

• or even a podcast series. 

By collaborating with buyers, you not only gather valuable insights but also build stronger relationships that can lead to new business opportunities.

This approach works best when combined with referrals.

Here's how Vlad used these two to get a whopping 72% contact-to-convo conversion rate:

He set up a podcast series where he invited top marketing executives, to learn about their strategic challenges and priorities, and uncover hidden opportunities.

How did he get them to agree?

He always looked for a common connection who could vouch for him- whether that's somebody he knew at their company, people his network knew, or a previous guest.

Here’s the truth most people ignore: 👇

And because the request is genuinely non-commercial (and for many people, flattering), it works reaaaaally well. 🔥

𝟒. 𝐏𝐞𝐞𝐫-𝐭𝐨-𝐩𝐞𝐞𝐫

Let's face it: people trust what their peers say more than what companies tell them. 

That's why peer-to-peer connections are gold for B2B marketers. 

Host local events like breakfast meet-ups or executive lunches where your ideal customers can connect and learn from each other. 

Not only will you build trust, but you'll also open up new conversations outside the digital space.

𝟓. 𝐏𝐚𝐫𝐭𝐧𝐞𝐫𝐬𝐡𝐢𝐩𝐬

Build relationships with brands and people your buyers follow and trust.

For example, identify key local regions and cities, and find "micro-influencers" who are well known by your target industry in that region. 

Organize a local event where you invite the micro-influencer to speak. Network with your buyers.

𝟔. 𝐈𝐧𝐝𝐮𝐬𝐭𝐫𝐲 𝐚𝐬𝐬𝐨𝐜𝐢𝐚𝐭𝐢𝐨𝐧𝐬 𝐨𝐫 𝐜𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐢𝐞𝐬

For example, one of our clients was active in the HVAC industry, which is quite a conservative market with little presence on social. We identified an industry association, and created a partnership to run an industry research and publish it on their website.

They helped us with introductions and credibility, so we could build key strategic relationships with those target accounts.

As a result, we managed to have in-depth conversations with 11 out of 30 strategic accounts that we targeted initially.

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Just because your buyers aren’t active on social media doesn’t mean you can’t reach them. In fact, traditional industries can be a marketer’s dream! With less noise and competition, you have a unique chance to become the go-to expert in your field. 

By creating specialized content, bringing these buyers together, and building genuine relationships, you can stand out and make a real impact.

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Ready to Take the Next Step?

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See you in Trenches 😉

Adé Odjo