Navigating the world of B2B sales to find and engage with business to business decision makers can sometimes feel a lot like setting a course through a complex maze. But it doesn’t have to be.
With a solid account mapping approach, you can smoothly chart a clear path straight to the heart of your prospect’s company (if you missed it, we also covered why Account Mapping is important in 2024 here!). In this blogpost, we will be covering how you can connect with them effectively.
Making Sure Ideal Customer Profile (ICP) is Defined
Before initiating account mapping, decide on the characteristics of your perfect customer. What size is their business? Which industries do they operate in? What are their market challenges?
Having these information ensures that you’re concentrating on high-potential targets.
Here’s what you can do:
- Use data analytics from your most profitable current clients to see any relevant market trends
- Make use of industry reports to see which areas in your industry most need your solutions
Identifying the Shot Callers
Now we are going into the meat of this post’s topic; account mapping the decision makers. A bullseye hit requires knowing exactly where to aim.
Finding out who calls the shot or decision makers require the right tools and method in order to do it effectively. Your goal here is to learn who these individuals are and what they care about.
Here’s what you can do:
- Analyze job titles and departmental roles. Map them and get a good grasp on who makes the shots, who influence them and who can help endorse your solutions to key decision makers
- Make sure to follow and do social listening around your prospect’s company to gather as much info as you can on their needs
Making Decision-Maker Personas
Once you’ve got your decision-maker in view, it’s time to get personal. Develop a profile on them—their needs, their day-to-day challenges, and what solutions they’re likely hunting for.
Having this developed profile will greatly help you personalize your message to their pain points later on.
Here’s what you can do:
- Do interviews or converse in online forums where your prospects likely visit to discuss industry challenges
- Look into the content they share, engage with, or even post themselves to gain an understanding on their interests
Personalizing Your Messaging
Now, you’ve got to turn that understanding into a message that’ll make them stop and listen. Whether you’re sending an email or connecting on social media, keep it relevant and chock-full of how your solutions align with their goals.
Remember, you’re not just offering a product, you’re bringing them a game-changer that can meet their goals and offer tangible ROI.
Here’s what you can do:
- Show them you did your research. In doing your outreach, you can mention specific relevant events that indicate their need for your solutions
- Make a list of possible needs that your target market has and prepare customized presentations that fit each needs aside from the general one. Combining this with information about their needs will allow you to have better success in fitting the individual needs of each decision maker
Choosing the Right Channel
Before reaching out, pick the best way to do so. An email, a direct message, or even a friendly phone call? Think about what suits them best.
It’s about quality touches, not just quantity.
Here’s what you can do:
- Try out different outreach timings, days, content and anything that affects the chances of your messages getting seen. This will help optimize future efforts.
- In any conversation that starts, try to always offer thoughtful additional value for them. This can be in the form of free resources like whitepapers or ebooks.
Keep Learning and Improving
Finally, what works today might not work tomorrow, and that’s okay. Review how well your strategies perform and refine them often.
The world of business to business decision makers is always evolving, and so should your techniques.
Here’s what you can do:
- Measure KPIs such as response rate, engagement levels and conversion rates often and regularly. Set up a specific day within a week if you have to!
- Always be willing to adapt and adjust your ICP and personas as your understanding of their needs deepens.
Deciding to step into the B2B realm is one thing – connecting with business to business decision makers is another ballgame entirely. But with account mapping, you’re not just reaching out blindly. You’re equipped with the insights, the personal touch, and the strategic acumen to turn prospects into partners.
Ready to turn prospects into partners after reading today’s post? Lets dive in even more with account mapping to make informed, strategic connections. Share your own experiences or leave a question on the comments below and lets discuss further!
