Скачать или смотреть There is no PERFECT lead list (and that's a good thing)

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I was talking to a client yesterday that we've been working with on and off for almost 3 years. And they have really tight scraping parameters, and a long sales cycle. But the deal sizes are very large.

They're an interesting combination because they have the aggressiveness of a startup but the sales cycle of an enterprise client. And they're pretty proactive and involved in the process.

So again, there aren't a lot of people to sell to in their market but the deal sizes are very large. We have a series of micro campaigns with them and they always want the leads lists to be 100% perfect.

I understand this, but it's actually good when lists are a little inefficient.

The reason this is a good thing is because every lead list and every offer has a built in constraint. I'm going to list the most common ones here:

Too Big

If you have an offer that is universally appealing and you try to sell it to everyone, the data set will tend to skew too large or too small, and you're better off filtering for the top 5% of your customer base with outreach. You can also try doing subset campaigns for different niches, as well as other common denominators like employee count and revenue. You'll either get one man bands or enterprise depending on scraping parameters.

Too Small

If there's a very small pool of people you can sell to, you want to include as many champions as possible in the organization as well as use multiple outreach channels. Yes you will waste more time, but these constraints typically come with very large deal sizes and long timelines, meaning your job for enterprise is to waste that time.

Only Decision Makers

In healthcare, the decision maker is commonly completely unaware a problem even exists, and the pressure to make the decision usually comes from champions that are dealing with a process or revenue bottleneck (surgical room downtime for example) and can attest to it and want to move it up the chain of command.

Once we identify what the constraint is, we work around it to ensure the success of the campaign. Sometimes this involves parallel strategies and outreach methods, but most clients are happy with some combination of the scalpel and the broadsword, and we do our best to find that balance.
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ABOUT ORI THE ORACLE

I'm Ori Geshury, Co-founder of MirraPonte Marketing, a demand generation agency, Executive Director of Go-To-Market Strategy at Manos Health, sales coach & advisor to 300+ companies, and your ultimate resource for mastering cold outreach strategies and lead generation techniques. In each of my videos, I like to talk about the art of cold emails and cold outreach, offering actionable tips and insights to enhance your lead generation efforts. Whether you're looking to revamp your cold outreach approach or boost your lead generation results, my expert advice and practical tutorials are designed to help you convert cold contacts into hot leads.

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