PROSPECTING APPROACH: - B2B SAAS COMPANIES

If you are a B2B SaaS company. And one of your solution is a project management software. Here is a, not so traditional, prospecting approach for you. Context ? Looking beyond the IT & software community. There is a large almost unrecognized, under penetrated and kind of niche 'engineering & design' community, belonging to the manufacturing sector. These are teams that usually run into several thousands of engineers/designers, spread across multiple locations, designing and building products meant for the physical world. Although they have an excellent tech stack for managing their product data- SolidWorks, Catia, Enovia etc., they do not have as much of an effective system on the project management part of it, as yet. A lot of their interactions are buried in the emails, spreadsheets & other documents, making it a herculean task for the teams to correlate and make sense of. Fill in the gap ? Adding a project management tool to their existing stack, could be a real productivity enabler as it helps the users juggle effortlessly between multiple tasks, balance varying priorities and exercise better control over all the activities that lead into: - Project and Team management
- Time and Attendance tracking
- Budget and Schedule monitoring
- Performance Dashboards & reporting All in one place. So, how big is this opportunity ? SolidWorks, for example, has over 3.5 million users worldwide. That's the market share of just one software and there are several of those in that category. That entire user community is your potential customer base too. An opportunity that could easily add a few million to your ARR. A segment worth exploring !

PROSPECTING APPROACH - IT SERVICES & CONSULTING

If you are an IT services & consulting company, this hack is for you. Actually a door opener. Take a look at this discovery scenario: Case in point ? A likely search sequence that your prospects most probably follow:- (1) Staffing agency
(2) IT staffing agency
(3) IT staffing agencies near me
(4) IT temp staffing agencies Houston
and several such keyword derivatives, implying varying degrees of intent. Why bother ? Here are some of the vitals to keep track of:
- Over a million in combined search volumes.
- Highly intent-driven and strong conversion value.
- Serves immediate need, opens up possibilities for up-sell.
- Foray into untapped territories What's in it for you ? Even if 5% of that search volume, constituting your ICP, are actively looking, an opportunity that could easily add a few million to your ARR. Further, what makes such targeted campaigns a compelling bet are the shorter acquisition cycles and higher than the normal conversion rates. That is just the tip of the iceberg.
There are several of those hidden gems that could really rev-up your search marketing game. Understanding how a company's products or services are discovered online, is fundamental to crafting an effective marketing campaign. And identifying the real bread earners require knowing, not just the nuances of the business, but gaining deeper insights into the behavioural patterns of your prospective customers. Devise intent-led campaigns. Drive more qualified opportunities.

PROSPECTING APPROACH: - ENGINEERING SEVICES

If you are an engineering services provider. Here is a prospecting path that is less travelled. Let me dissect this for you. Instead of segmenting by industry, company size (revenue/employees) etc., Identify companies that offer complementary services/tools/products that already have a decent market size. And then simply follow them. Let me explain. (1) Traditional Approach
Target:- Aerospace industry
Segmented by:- Revenue < $500 million
Geography: United States
The resultant information does not offer any insights into a probable opportunity at those companies and even if it did, what size and if it's worth chasing. Totally cold audience. (2) Alternate Approach
Target:- Companies using Catia software
Segmented by:- # of licenses
Geography: United States
If a company is using the Catia tool, thats a first indicator of a probable opportunity. Then the user base at that company gives an idea of the potential it holds for you. Besides, certain type of industries use certain specific tools, say, Catia mostly by Aerospace companies. Insights that can help you explore and position better. This approach has other downstream advantages as well. Skilling teams around a tool (ex: Catia) and balancing it with subject matter experts is far easier than building an entire team of Aerospace engineers, which is too broad a subject to be prepared for, in case an impending opportunity. Not to mention the licencing optimization costs one gets to save. Prospecting is the most critical part of marketing efforts. New approaches can open up new possibilities. Give this a try.

These are some of the prospecting approaches followed by a number of industries. If you are looking for a cost effective marketing agency to support your social media and search engine promotion activity, please contact us.

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