When you’re handed premium, intent-driven B2B leads, your follow-up engagement must be just as stellar.
Imagine you’re a sales professional, and you’ve just received fresh, top-quality content syndication leads from Marketing for follow up. These contacts are special. They’re based on buyer behavior and intent signals that say “in-market buyers.” If you don’t engage in time, someone else will. No pressure!
Have Business-to-Human Conversations with B2B Leads
You and that elusive B2B buyer have at least one thing in common. You’re both people just trying to do a good job. Start your connection with fresh leads from that point. Show you already understand some of their work world and the daily challenges they face. Prove your interest is in helping. Earn the right to have a conversation.
Speak the Language of the Buyer’s World
Consider what you know about the lead’s buyer persona. Learn something about their business and market, and customize messages to speak in their terms. Consider job roles, too. You’d talk differently to a sales leader than a marketing leader, because their concerns and motivations are different.
This may require some education on your part, but once you develop a specific vocabulary, you don’t have to recreate it in every engagement. In fact, you’ll only become more fluent.
Connect with B2B Leads Around a Topic, Not an Asset
Don’t assume these contacts read or even opened the asset they requested. How many times do you download something and never read it? Instead, connect and re-engage around the topic of the asset, not the asset itself.
AI uses more than a singular asset to make decisions about buyer behavior. Content alone wasn’t what flagged that contact as an in-market buyer for solutions like yours. So again, don’t assume your B2B lead read it, but do assume they have a question related to the topic.
Start with Questions about Questions
Successful selling is all about smart questions, and so is successful marketing. Turn to assets that leads have consumed as starting points for understanding the questions your prospect likely has.
Here are other questions to drive your thinking around engagement:
- Take into account how the B2B lead found you to begin with. What action did they take that brought them to your desktop?
- Did they request gated content using a form, or register for a webinar? What was it about? Who was that asset targeted to?
- What situation or problem brought them to your content? Content topics and formats give strong clues about buyer interest, journey stage and purchase decision role. Put yourself in their shoes.
- What trends or challenges bring friction to the contact’s industry? Do your homework.
- What type of asset did they engage with? A 20-page white paper or a 2-page buyer guide?
- Is the content syndication asset they requested TOFU, MOFU or BOFU?
- Can you combine content insights with other buying signals you may already have from the organization that could illustrate buying group behavior?
- Maybe the lead is already a customer who’s at risk of churn?
- Is the asset written for novices or experts? Compare what you know about the asset to the job title and function.
- Is the asset high-level or detailed? Compare this to job title, function and possible spot in the buyer journey.
Let AI Do the Hard Work with B2B Leads
Make engagement personal by customizing outreach based on what you expect their needs are. If you have intent-driven leads, artificial intelligence has already done much of the work for you. Intent intelligence reveals patterns and insights about in-market buyers and has determined these leads fit a pattern relevant to your business. For example, you can be assured that True Influence contacts have been validated, and their interests align with your solutions.
We’d like to show you how this all works. Do you have time to try some intent data?