5. The Changing Landscape
77%
Of buyers don’t believe that
sales understands their
business and don’t think
they can help
Demanding Credibility
Decision makers change
roles every year.
20%
Changing Roles
???
People on average are
involved in the buying
decision
6.8
More critical players
18. Select Target Accounts
Questions:
• Who do you sell to?
• Do you segment by industry, company size, type of sale?
• How do you ID accounts for territories?
Other considerations:
• Lowest hanging fruit
• Size of prize
1
19. Investigate & Identify
After selecting accounts, determine...
• Buyers
• Decision makers
• Influencers
...likely 5+ people
Other considerations
• Research Pain points
• Treat company as whole vs one person
2
20. Personalized Value
Create value:
• How do pain points align with value prop?
• Develop content for industry and role
• Tailor messaging to specific account
• Build storylines of success to share with similar accounts
* Do NOT send exact same message to everyone
3
26. Outreach4
Personalized Value3
Investigate & Identify2
Most attractive prospects
(best fit for product & size of prize)
Scan social, company website, &
tap into connections to gather insights
Create tailored messaging/resources
specific to industry & role
Use multi-channel approach
to engage DMs at all levels
4 Tactics
Select Target Accounts1
*Utilize technology to scale - remember to maintain a personal touch