ℹ️ ⛳ Key points: Now we are able to get the right contacts within the right accounts for your business. However, that’s not enough as this segmentation does not represent a proper way to engage this audience.
We need to re-segment this target market thanks to powerful alibis, in order to design performant outbound campaigns.
🛠️ What you need:
- You’ve done Chapter 4 so you should have all tabs in the template sheet done until #14_New_Qualified_Contacts
🔥 What you’ll get at the end of this chapter:
- Finally, a “persona” that is not a poor PowerPoint slide somewhere you don’t know in your hard drive 🙂
- Top intents and buying signals you can leverage for your next outbound campaigns.
- How you can build up these new super-targeted segments thanks to Captain Data.
- A clear “messaging map” for each of your future campaigns.
⏳ Estimated work time: 4h
⭕ TL;DR: The ability to find new best-fit accounts (based on your current enriched customer base) is a must-have.
But now we need to re-segment this market thanks to powerful alibis so you can engage decision-makers efficiently.
Let’s build an efficient B2B Buyer Persona and plan your next 5 campaigns!
Actually, most of the time the sector-centric approach in outbound is the most-used one, but not the best-performing one.
By sector-centric approach, we mean targeting some decision-makers with custom messaging based on the specific issues they can face in their very own industry.
It’s a cool idea to start your campaign plan, but you’ll see some other “alibis” are much more powerful to engage in a conversation with the right decision-maker.
Building up a sectorial outbound plan for a quarter or two is relevant if you can align all your marketing team fellows in this strategy.
Let’s say the upcoming month of May is all about launching campaigns on Retail.
Then your SEO/Content team should develop a retail plan for May, your Event Manager should find some retail events in May, and your social media manager should plan…
And so on. But it’s more a management topic.
There are some other ways to segment your target market to get qualified answers from your prospects.
Qualified accounts and contacts are not enough, you need to find the best ice-breakers you can imagine to land some great meetings.
Ready? Let’s go.
Brainstorm with our Ultimate B2B Alibis List
⭕ Brainstorm with all possible alibis thanks to our secret ultimate list.
This is how a “persona” usually looks like in B2B Marketing:
Please let me know how this can be an inspiration to launch campaigns for any marketing team. 🤷
Let’s be honest: this is something most people build to reassure themselves they know where they’re going or to reassure their boss they know what they’re doing.
The pity is, it’s not actionable at all. We don’t care about the coffee brand he/she drinks or the streaming platform he/she listens to music with.
What we’d love is to know your persona’s LinkedIn Groups, Twitter hashtags, blogs, SaaS techs they use, Slack channels they’re part of, keywords they write, job titles, or LinkedIn skills
Something your marketing team can scan each week to get new fresh and original ideas to engage your decision-makers.
Welcome to the infinite world of B2B marketing alibis!
This is a list we've been building up for years, used for many customers but never disclosed publicly: enjoy.
Definition of an "Alibi"
Any knowledge that you can leverage to segment your target addressable market and craft a custom message for your campaigns.
You’ll find all alibis both at an account level and a contact level.
Bonus, you have access to a recap of any JS tech anyone could detect into a website today.
So many account-based alibis.
So many contact-based alibis.
You can cross the 2 dimensions and find some outstanding, infinite, and relevant ways to engage your audience and get replies 🔥
Alibis Exercise (1/2)
First, read all of the alibis and select the best ones according to you for your business.
Tick “Y” in the “Priority” Column.
Comment your ideas all along the way in the “Comments’ column.
Keep our own remarks, they are useful if you want to get more info about how you should leverage these icebreakers.
Now you have a document you can leverage to find campaign ideas: a true, actionable, and data-oriented B2B marketing buyer persona for your business.
Then, prioritize your top-5 super-targeted segment ideas here: 15_Top5_SuperSegments.
Now we have the 5 first best outbound campaigns in your target addressable market you should launch in the upcoming weeks 🙂
Alibis Exercise - Video Tuto (2/2)
Organize targeting with messaging
Get Qualified Contacts from these Super Segments
Finish your Messaging Map? All good.
If you launch other actions such as ABM Ads (Linkedin or Retargeting Ads), offline outreach, Linkedin posts, content…
You now have a single place where anyone in your team can use the right wording.
You should definitely print it right away.
Now how can you get qualified contacts from these super-targeted segments?
Same-same as in Chapter 4 but based on a Sales Navigator Leads search. Captain workflow to use: Find leads with emails from Sales Navigator Search 🔥
So we’ve been planning your upcoming 5 campaigns but in the next 3 videos, we'll explore 3 Captain Data tutorials to leverage other future alibis in this list.
Target a Slack Channel
Target Recruiting Companies (1/2)
Target Recruiting Companies (2/2)
Extract LinkedIn Post Likers/Commenters
BONUS TIPS #4 LinkedIn Automation for your Sales super easily on all your Target Market
Final Words & Key Milestones
You should now have your actionable personas ready and tab 16 filled in properly with your next 5 segmented outbound campaigns. This is necessary to go through the next chapter.
So you should have until tab 16 done in the master template.
If you need any help, just send us a message at firstname.lastname@example.org.
If not, you’re ready for Chapter 6 let’s learn how to engage (emails, LinkedIn & more) these super-targeted segments 🔥