We all understand the power of human-to-human outreach in building a funnel of highly qualified leads. But did you know that same engagement could also serve as a potent tool for market intelligence? Beyond generating leads, direct, personalized conversations offer invaluable insights that can transform your understanding of your ideal customer profile (ICP). This blog explores how human-led engagement goes beyond surface-level assumptions, revealing the true decision-makers and their unique needs.
The Persona Reality Check:
Let’s face it: our initial assumptions about target personas can often be flawed. We might believe we know exactly who holds the purse strings, but real-world conversations can paint a very different picture. For instance, you might assume the “VP of Technology” is the key decision-maker, only to discover that the “Director of Digital Strategy” holds the real influence. These discrepancies can be costly.
Targeting the wrong people wastes time and resources and can lead to missed opportunities. By engaging directly, we gain a “persona reality check,” ensuring our efforts are focused on the individuals who truly matter.
Title Analysis & Persona Insights:
One of the most effective ways to refine targeting is through this title analysis. By examining the roles and responsibilities of those we engage with, we can uncover the true decision-making hierarchy within organizations. This refined understanding allows us to adjust our targeting and focus on the most viable contacts.
Furthermore, human engagement reveals the specific pain points and interests of target personas. These insights go far beyond generic market research, providing a nuanced understanding of what truly motivates your audience. This information becomes the cornerstone of tailored marketing messages and sales pitches, increasing relevance and resonance.
Enhancing Engagement with Data Enrichment & Investigative Approaches:
To maximize engagement, we enhance our outreach efforts with data enrichment. We add alternative phone numbers and LinkedIn profiles upfront, with a 30-55% positive append rate. This ensures we have multiple avenues for reaching the right people.
Moreover, our investigative approach is crucial for uncovering and engaging with the true decision-maker. We don’t just rely on surface-level information. We delve deeper, asking probing questions and leveraging our expertise to navigate complex organizational structures.
SMB vs. Enterprise: Tailoring the Approach:
The approach to human-led engagement also varies depending on the target account type. For SMBs, we typically start with the best 1-2 titles and navigate from there, quickly identifying the key decision-maker. However, large enterprises require a different strategy. Decisions are often decentralized and/or involve large buyer groups. In these cases, we start with a broader footprint of titles and contacts within the account, ensuring we capture all relevant stakeholders.
Validating and refining your ICP through human-led engagement is not just beneficial; it’s essential. The beauty of this approach lies in the real-time feedback it provides. We can adjust the target market on the fly, providing valuable insights to improve top-of-funnel campaigns. This iterative process improves results, increases pipeline, and ensures our efforts are aligned with the ever-evolving realities of the market.
By prioritizing human connection and leveraging data-driven insights, we can move beyond assumptions and build a more effective, targeted outreach strategy. Contact us to schedule a consultation today.