In today’s digital business landscape, companies face the challenge of navigating accounts that show high levels of engagement but have limited contacts. This scenario can pose both opportunities and hurdles.
With the shift in buyer journeys and the evolving nature of B2B interactions, understanding how to effectively engage with these accounts becomes crucial for sales and marketing professionals.
The Problem Space:
The disconnect between engagement levels and contact numbers can result in missed business opportunities, misallocated resources, and inefficient marketing strategies.
What is it: Engagement refers to the active interest shown by accounts, which can manifest through content consumption, webinar attendance, or product exploration. However, high engagement doesn’t always translate to ample contacts.
Why is it important: Properly gauging and addressing this scenario ensures optimal resource allocation, higher conversion rates, and a more streamlined sales process.
Allocating dedicated time weekly to analyze engagement metrics and update contact lists can ensure that no potential leads slip through the cracks.
Step 1: Understand the Importance of Data
Recognize that in today’s digital age, the buyer journey is not linear. Multiple stakeholders are involved in decision-making, and understanding their roles and influence is crucial.
Step 2: Expand Your Contacts
Leverage platforms like LinkedIn to research and identify potential buyer contacts. Remember, it’s not just about identifying potential buyers but also about recognizing other key players in the organization.
Step 3: Broaden Your Outreach
If your solution caters to a specific sector, like IT, don’t just focus on the direct beneficiaries of your product. Expand your outreach to other C-level executives such as COO, CFO, CSO, CTO, and CEO.
Step 4: Maintain a Dynamic Contact List
The corporate landscape is ever-evolving. People change positions, switch companies, and their roles within organizations shift. Consistently update your contact lists, keeping in mind the frequent movement in positions, especially compared to a decade ago.
Step 5: Prioritize Engagement Over Data Alone
Having a list of contacts is just the starting point. The real challenge lies in how you engage with these contacts. Choose platforms wisely for engagement. For most corporates, LinkedIn has emerged as the primary platform where potential buyers are available and receptive.
Step 6: Personalize Your Engagement Strategy
Understand that engagement can come in various forms – from comments on posts, to direct messages, to webinar interactions. Customize your outreach. A generic message, especially to a C-level executive, can do more harm than good. Ensure that every interaction counts and adds value to the recipient.
Step 7: Engage Contextually
Understand the interests and pain points of your contacts. Engage them on topics that resonate with their challenges, industry trends, or personal interests.
Step 8: Monitor and Refine
Engagement is not a one-time activity. Continuously monitor the effectiveness of your engagement strategies and refine based on feedback and results.
Building a Strategy:
Develop a strategy that focuses on continuous monitoring of engagement metrics, periodic updating of contacts, and employing data-driven engagement techniques.
Empowering the Team:
Equip your team with the right tools and training. Regular workshops on platforms like LinkedIn, sales engagement platforms, and CRM tools can enhance their outreach capabilities.
Navigating the realm of accounts with high engagement and limited contacts requires a blend of analytical insight and proactive outreach. With the right strategies and tools, businesses can bridge the gap and foster fruitful business relationships.