B2B prospecting is time-consuming and challenging – but more importantly, it's necessary. But in the maze of countless prospecting methods, it’s easy to get lost. So, let's simplify things.
I've done the research and used most of these strategies on my own. In this article, I’m going to share the best 7 B2B prospecting methods that will save you time, effort and, hopefully, a few headaches.
1. Cold Emails as One of the Best Prospecting Methods
Let's start off with my number one pick for B2B prospecting: cold emailing.
First things first, email is the go-to method for business comms these days. It's quick and convenient and just about everyone uses it. That's why cold emailing is a smart move (check the stats).
The real magic happens when you augment your efforts with tools like Findymail that can help you find and verify email addresses. Then, you can automate the process with software like Instantly.ai or Hunter.io.
But let's be real: writing a unique email to every single prospect is basically Mission Impossible – without Tom Cruise. That's where email templates come into play. They let you keep things efficient while making sure your emails still sound friendly and personal.
But the real charm of cold emailing? That first email is your ticket to building a connection and rapport with your prospect, so you can position yourself as a trusted advisor who understands where their company is now – and where they want to be.
So, if you're on the hunt for a rock-solid B2B prospecting method, don't overlook the power of a well-crafted cold email. It might just be the key to your next big deal!
2. Cold Calls
Cold calling is one of the OG sales tactics – right up there with door-to-door sales.
In the digital age, a lot of people think cold calling is outdated, but that couldn't be further from the truth. In fact, it's a powerful method for B2B prospecting that more than 40% of salespeople swear by.
And it makes sense because a good cold call adds that personal touch that can make all the difference. With a phone call, you can establish a closer connection right from the get-go. And hearing someone’s voice is inherently more personal than reading words on a screen.
Plus, I like cold calls because you get immediate feedback and you can handle any objections or concerns in real-time.
Even though cold calling is older than cold emailing, that doesn’t mean it hasn’t evolved. Thanks to modern VoIP systems, your sales team can blitz through a ton of calls in no time and it won't burn a hole in your budget.
Just remember not to sound like a robot reading from a script. That's a no-go. The goal is to make your prospect feel like a person and not just another name on a list.
3. Write a Press Release
This is an idea that won't break the bank but could potentially catapult your business into the spotlight – writing a press release and posting it on free content distribution sites like Medium or Scoop.it or specialized websites like HackerNews (for startups and tech companies).
If you have the connections (and I like to connect with the editors and writers ahead of time so my pitch isn’t as cold), your piece will get picked up and the efforts will translate to broader exposure. You could end up reaching customers you hadn't even dreamed of.
But there's more to it than that. Press releases also bring an air of legitimacy to your products, services or company. Think of it as getting a stamp of approval, which can go a long way in building trust with your audience.
So, if you're on a tight budget but hungry for some serious exposure and credibility, don't underestimate the power of a well-crafted press release.
4. Join LinkedIn Groups
When it comes to the world of professionals, LinkedIn is the place to be, making it an absolute goldmine for high-quality lead prospecting.
LinkedIn has an advanced search feature that turns finding potential clients into a breeze. And they have the InMail feature that lets you slide into someone's DMs (or inbox, in this case) whenever you want.
But the real treasure trove is the LinkedIn groups. You can connect with some of the best prospects by joining and actively participating in LinkedIn groups. Once you're in, you get access to a list of other group members.
Now, you can do some prospect window shopping by checking out their profiles and deciding if they're worth pursuing. And you can prepare your pitch to be tailored specifically for them.
Of course, LinkedIn takes data security seriously, so you've got to be on your best behavior.
5. Twitter Prospecting
On the other end, there’s Twitter. Like LinkedIn, it has an advanced search feature to help you narrow down your targets.
But you can take your Twitter prospecting to the next level with the right tools at your disposal – Hootsuite or SocialOomph, for example. Twitter really shines at gaining valuable insights about your target. You can peek into their world, see what they're talking about, what they're interested in and what makes them tick.
The more you know, the easier it will be to break the ice and truly connect with the prospect on a personal level!
Suppose you want to pitch to the following lead as a social media marketing agency:
Visibility is top of mind to them – it’d be so simple to slide into their DMs or email, explaining how you can help.
So, if you haven't considered Twitter as part of your B2B prospecting toolkit, it's time to give it a whirl. And by that token, the same process works if your leads are on Facebook, Instagram or any other social media platform.
6. Get Sales Referrals for B2B Prospecting
You've put in the sweat and tears to turn those leads into prospects and, finally, into valued clients. But your relationship with them doesn't have to end there. In fact, it's just the beginning of another brilliant prospecting opportunity – asking for referrals.
Think about it this way: Your happy customers probably know a ton of other people in the same industry or with similar roles who could be a perfect fit for your business.
Now, the timing here is crucial. You don't want to pop the referral question right after they've become your client. They're still getting to know your product or service. The last thing you want to do is overwhelm them.
Aim to reach out somewhere between 14 to 28 days after your initial interaction. This way, your client will still have those positive memories of your partnership fresh in their mind.
So, don't let those hard-earned clients fade into the background. And don’t be afraid to ask because a closed mouth doesn’t get fed!
7. Content Marketing
Instead of bombarding your customers and prospects with sales pitches, how about sharing some knowledge? That's the art of content marketing – a powerful strategy that’s all about selling through educating.
While the ultimate goal is to drive sales, this technique is a bit more subtle.
Imagine you're a software company specializing in data analytics. You don’t run ads or create YouTube videos talking about how great your product/service is. Instead, you create a series of blog posts, webinars and whitepapers about the latest trends in data analysis.
You position yourself as a thought leader.
As prospects engage with your content, you’ve become a valuable resource. And when they're ready to invest in a data analytics solution, who do you think they'll turn to?
It will be you – and that's the true power of content marketing in B2B prospecting.
P.S. Content marketing also works on LinkedIn!
B2B Prospecting Best Practices
When it comes to B2B prospecting, there's no one-size-fits-all approach. However, there are some universal best practices that can apply no matter which method you choose.
1. Know Your ICP Inside and Out
Understanding your Ideal Customer Profile (ICP) is the first step for any prospecting method. Your ICP is a detailed description of your dream client – their industry, company size, pain points, etc.
Finding your ICP involves extensive research. Dive into your customer demographics, psychographics and purchase history. Look for patterns and commonalities among your most valuable clients. By understanding your ICP inside and out, you can tailor your prospecting efforts to attract leads who are more likely to convert.
2. Don't Be Afraid to Mix Up Methods
Variety is the spice of prospecting life. Don't stick to just one method. Combine approaches like cold calling and cold emailing to reach prospects from different angles. Some may prefer a quick chat, while others appreciate a well-crafted email. Mixing it up ensures you're covering all your bases.
The key here is flexibility. Your prospects have diverse preferences when it comes to communication. Experiment with different methods and channels to see what works best for your target audience.
The goal is to create a prospecting strategy that's as multi-faceted as the clients you're trying to reach.
3. Qualify and Prioritize Leads
Not all leads are created equal, which is where qualifying and prioritizing come in.
Effective lead qualification is like sifting for gold. Develop a set of qualifying questions that help you determine if a lead aligns with your ICP. Then, assign scores based on factors like budget, timeline and authority, so you prioritize leads based on their likelihood to convert.
4. Remember to Make Things Personal
Personalization is absolutely vital for successful prospecting. Whether it's a cold email, a LinkedIn message or a phone call, take the time to tailor your approach to each prospect. Mention specific details about their industry or pain points. Show that you've done your homework.
It's the fastest route to their heart and their business!
5. Follow Up, Then Follow Up Again
Patience is your best friend in prospecting. Rarely does a sales rep seal the deal with the first contact. It often takes multiple follow-ups to get a response, let alone a conversion. Persistence pays off, so keep following up, but do it tactfully.
Send value-added content, share success stories or check in to see if their situation has changed. You'll be surprised how often the second or third touchpoint leads to a breakthrough.
6. Proactively Prospect
Don't sit back and wait for leads to drop from the sky. Be proactive in your prospecting efforts. Set aside dedicated time each day or week to prospect.
Whether it's researching new leads, sending out emails or making calls, make prospecting a routine part of your work.
Elevate Your B2B Prospecting Methods with Findymail
In the fast-paced world of business, where connections can make or break deals, B2B prospecting remains the essential cornerstone of success. I hope my methods and tips inspired you to put yourself out there and reach out to customers in ways you may not have considered before!
But if you really want to supercharge your B2B prospecting efforts, look no further than Findymail. It’s designed to help you uncover real, verified email addresses, making your outreach more effective and efficient.
So, whether you're diving into cold emails, picking up the phone for some cold calls or trying your hand at content marketing, remember that B2B prospecting isn't just another task to get done; it's your gateway to success.
Embrace these methods, follow the best practices and let the connections and opportunities flow!
