Segment Your Messaging


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Home Why Choose Us? Email Marketing Services Free Marketing E-Newsletter Contact Mark Vogel Site Map Privacy Policy		Segment Your Messaging How segmented are your B2B messages? You've probably identified your market segments: large companies vs. small companies, manufacturing vs. service businesses, local vs. national, and so on. But you are also selling to multiple segments within each demographic. For B2B sales, this is “The Committee”. These committees vary by company. They can be ad hoc or highly structured, and their size can depend on the complexity of the purchase, or if the purchase is considered to be risky or uncertain. Even a simple purchase within a smaller company can involve several people with different viewpoints: the user, the buyer and the approver. Avoid sending a single message campaign targeting a generic buyer. Your offer should address the “pain points” of different committee members, and should be sent via various media. Acquire the contact info for several people within your target companies, and develop carefully-worded pitches to each person, addressing THEIR view of the world and how your product/service solves THEIR specific pain. Your prospects aren’t always ready to buy when you.re ready to sell. This means that one-time ad campaigns are less effective than ongoing, less-splashy, sustained communication. Consider changing your tactics to increase frequency of communication: rather than one big booth at one big trade show, attend multiple shows with a one-booth setup. Or instead of an annual direct mail of a box with business gifts, switch to monthly emails or postcards. Or change that one-time full-color inside-front-cover ad to 12-time insertions of a black and white quarter-page ad. This segmentation and message development is labor-intensive, but can pay off handsomely with higher volume of converted leads -- giving you a larger pool of opportunities to close.
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Segment Your Messaging

How segmented are your B2B messages?

You've probably identified your market segments: large companies vs. small companies, manufacturing vs. service businesses, local vs. national, and so on. But you are also selling to multiple segments within each demographic. For B2B sales, this is “The Committee”.

These committees vary by company. They can be ad hoc or highly structured, and their size can depend on the complexity of the purchase, or if the purchase is considered to be risky or uncertain. Even a simple purchase within a smaller company can involve several people with different viewpoints: the user, the buyer and the approver.

Avoid sending a single message campaign targeting a generic buyer. Your offer should address the “pain points” of different committee members, and should be sent via various media. Acquire the contact info for several people within your target companies, and develop carefully-worded pitches to each person, addressing THEIR view of the world and how your product/service solves THEIR specific pain.

Your prospects aren’t always ready to buy when you.re ready to sell. This means that one-time ad campaigns are less effective than ongoing, less-splashy, sustained communication. Consider changing your tactics to increase frequency of communication: rather than one big booth at one big trade show, attend multiple shows with a one-booth setup. Or instead of an annual direct mail of a box with business gifts, switch to monthly emails or postcards. Or change that one-time full-color inside-front-cover ad to 12-time insertions of a black and white quarter-page ad.

This segmentation and message development is labor-intensive, but can pay off handsomely with higher volume of converted leads -- giving you a larger pool of opportunities to close.