The first link in the outbound chain is targeting. You need to start by identifying your target persona – the person, industry, or organization who needs your product or service, and the reasons why they need it.
The first link in the outbound chain is targeting.
Start by identifying your target persona – the person, industry or organization who needs your product or service, and the reasons why they need it.
Drill down into the details of the company – the type of industry, the company’s geographical location, its size, departments and the job titles of people who work within those departments.
Identify the decision maker
The main decision maker is the person within the company who will decide whether or not to buy from you.
Once you’ve identified this person, find out who their influencers are. They are usually the people who work above, below and next to the main decision maker.
For an effective outbound strategy, try and identify each of these people. They will all affect the buying decision.
Look for sales triggers
A trigger event is any occurrence that creates a sales or marketing opportunity. They can sometimes be difficult to spot, but it’s worth the effort.
A trigger event could be company expansion or relocation, revenue growth, a new product or service or the introduction of a new department within the company.
Target via that trigger, then org-map your campaign according to the decision maker and their main influencers.
A caveat for start-ups
If you’re a start-up, it may be too early to identify your ideal buyer persona.
If you’re in this situation, an effective outbound campaign is still possible. Start by interviewing your current clients to find out who has bought from you, and why they bought from you.
If you’re able to identify the decision maker, optimise your campaign around that person and their influencers. Test the campaign’s efficacy, tweak and test again. Once you’ve built momentum, you can scale it up.