At this point you have a carefully selected target group on your hands. (Step 1: Target Group) Now to find out, which companies and decision makers in this target group are potential to you – it is time to start a dialogue. You can begin the potential mapping by online surveys, but usually you have to boost the process with telephone interviews. Telephone interviews ensure you a better response rate and help you to qualify the decision maker.
Typically you need about 6-8 questions to find out the potential of a company. These questions are industry/product / service specified and designed to the target group. Ask questions, which you can use to segment the prospect by the stage in a buying process. You will then have a opportunity to plan and implement different content marketing activities to these segments.
Write a script, with a clear (and short) explanation and purpose of the interview. Add some background information of your company and take along relevant customer references. In the beginning of every survey / interview you must first a qualify the decision maker. (As you now people tend to change jobs frequently and the contact in your target group may not be right.) The benefit is that our contact list will be updated and the end result will be more accurate.
I hope this post was helpful for you. I am happy to get feedback from all B2B Sales and Marketing professionals. Tell me your way – how do you find the potential from the market and generate sales?