🕵🏻‍♂️ How to warm up cold enterprise buyers?

Dear Trenchers,

Getting the attention of enterprise buyers who aren't actively looking for a solution may seem daunting. But fear not!

With the right approach, you can transform seemingly indifferent prospects into engaged champions. 

One of the most potent weapons in your arsenal? Personalized content!

I. The Power of Personalized Content

Today's buyers crave information tailored to their specific needs and challenges. Here's how you can leverage personalization to grab their attention and nurture them toward a buying decision:

1. Content Hubs Built for your target audience: Create content focused on the specific pain points, needs, and roles of the accounts you’re targeting and offer them actionable solutions. 

Here are 2 examples of resources you can craft:

• "How to Launch a Pilot ABM Program with Limited Resources" - This speaks directly to budget-conscious VPs of marketing, offering practical steps to get started.

• "Cybersecurity SaaS: Driving ROI through Strategic ABM" - This aims to show Chief Information Security Officers that implementing a strategic ABM approach can yield a high return on investment.

You can vary the format of your content by making ebooks, webinars, customer testimonials, videos, case studies, blog posts, newsletters, or any other format your target audience would appreciate.

2. Speak Their Language, Not Yours: Social media and online communities are goldmines for understanding your audience's "Jobs-To-Be-Done" (JTBD). 

• What are their daily struggles? 

• What questions keep them up at night? 

Craft social content and participate in community discussions that directly address those JTBDs. Offer insights, share relevant content, and establish yourself as a thought leader in their space. 

3. The Power of Niche Case Studies: Generic case studies are nice, but niche studies pack a punch. Showcase how your solution helped similar companies with similar challenges.

For example, instead of a generic "SaaS success story," highlight "How a Cybersecurity SaaS Generated 5 Deals with a Pilot ABM Program" for Chief Information Security Officers (CISOs) in regulated industries. This targeted approach resonates deeply and builds trust.

4. Leverage Your Data Goldmine: Don't let your proprietary data gather dust! Use it to create insightful reports and content that resonates with your target audience. 

For example, did you interview 158 VPs of marketing? Distill your findings into a report titled "The Top 3 ABM Challenges Facing High-ACV, Long Sales Cycle Businesses" packed with data-driven insights and actionable advice. 

Guess what? This will position you as an industry authority and demonstrate your deep understanding of their world.

II. EVENTS

Events offer a powerful platform to reconnect with enterprise buyers who are not actively in the market. Here are several ways you can leverage events to strategically re-engage and nurture these leads:

2.1. Public and Private Events with Thought Leaders:

• Strategy: Partner with industry influencers or thought leaders to co-host public events or sponsor their speaking engagements. This allows you to reach a wider audience of potential buyers who are already interested in the speaker's insights.

• Benefit: Gain access to a targeted audience, establish brand credibility by association with the thought leader, and capture leads through registration or event interactions.

2.2. Private Field Events for Clusters (1:few):

• Strategy: Organize exclusive, invitation-only events for a select group of potential buyers with similar needs and challenges. This format fosters deeper engagement and allows for personalized interaction.

• Example: you can replicate the successful Fullfunnel Copenhagen event with Dreamdata and Demandbase, where we brought together a targeted group of potential buyers interested in specific solutions.

• Benefit: Create a high-impact experience, facilitate in-depth discussions, and build stronger relationships with potential buyers.

2.3. Cluster-Based Webinars/Field Events:

• Strategy: Hold smaller-scale webinars or field events focused on specific industry challenges or topics relevant to a particular group of buyers. This targeted approach allows you to offer quality content that resonates with their specific needs.

• Benefit: Provide relevant and timely information, engage potential buyers in a convenient format, and generate leads through registration or event interactions.

2.4. Private Workshops (1-1):

• Strategy: Offer personalized workshops or consultations tailored to the specific needs and challenges of individual potential buyers. This one-on-one approach allows for deep dives into their specific situation and demonstrates your commitment to their success.

• Benefit: Provide highly relevant and valuable guidance, build stronger relationships with potential buyers, and showcase your expertise in solving their specific problems.

By implementing these strategic event tactics, you can effectively re-engage and nurture leads who are not actively in the market, laying the groundwork for future sales opportunities.

Upcoming community events

How to fix a broken B2B playbook with full-funnel marketing?

Join us to learn and discuss:

• How horizontal marketing and sales planning kills most programs and makes your pipeline sinking

• How to develop a full-funnel marketing plan to increase marketing-sourced revenue

• How to improve ICP and your targeting to nurture the right accounts and buyers

As always, we share live real examples and answer all questions.

When?

Thursday 7th March: 4 pm CET - 10 am ET.

BEST SHARES FROM THE TRENCHES COMMUNITY

• Most marketing plans are based on false assumptions about ICP challenges. Here is an example: 

• 17 sources of account intelligence (and a 12-step playbook to put them into practice)

QUESTIONS FROM FELLOW TRENCHERS

• Is anyone using the Target Accounts section of HubSpot and running high-value contract B2B and/or ABM marketing campaigns for their business, or for your clients? I would love the opportunity to speak to you about your experiences of using these tools and HubSpot for ABM.

• Hello, what has your experience been with LI ghostwriters?

NOTE: If you found this content interesting and insightful, chances are you have 1 or 2 colleagues (well, maybe 03) who’d enjoy it as much as you did. Help them by sharing it.

See you in Trenches 😉

Adechina ODJO