All right so your company is done with development, done with production, and now you have acquired an email list with details that will get in you touch with players in a new industry. But wait up, are you sure this is as easy as dropping down an email list vendor’s site, making a beeline for an industry category, and just clicking ‘Buy’?
You may not realize it but you have already skipped one or two critical steps to take before marketing to a new, unfamiliar industry!
Lead Generation Is More Than Just Contact Data
Of course, there is no question that without contact data, your email marketing or lead generation campaign is not off to a good start. That does not mean you should forego the finer points of the campaign’s processes. In fact, many of these points are already covered just by glancing at the new industry itself!
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The biggest indicator that you should slow down and observe is that industry’s culture. In fact, even individual businesses each have a work place culture that is unique to themselves. Opting for new marketing forms like email does not automatically make you relevant or in tune with who you are marketing to. Just because a new generation of businesses are have an increasing use of online communication, does not mean you are speaking their language.
Now there are several factors to note when trying to analyze a culture prevailing in an industry:
- What that industry does – Naturally, the first thing you will notice is the actual, technical work that the industry provides. Is your marketing email list full of doctors? It might be time to take a quick look on what daily work life is for them and how it affects their attitude towards businesses like yours.
- Who it caters too – Many industries are also defined by the consumers they cater too. For example, if your email list is full of fairly high-class restaurants, you obviously have to be familiar with the kind of clientele these establishments engage with on a daily basis. You would not want to present a piece of kitchenware that sees more use in fast food than in fine dining.
- How relevant your business looks to them – Some businesses can be so caught up in their work, anything that looks unrelated to it is likely left unread or sent to the trash even if you managed tailor your message to bypass spam filters. To keep this from happening, the best place to start is to place your industry and their industry side by side. Do you look like a match? Be it yes or no, the answer will indicate how much work you have to put in so as to be relevant.
You cannot maximize the information in your email list unless you know how to effectively communicate. And in order to effectively communicate, you need to pay at least a decent amount of attention to the culture of your B2B market.
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Culture is not just something to consider when only marketing to consumers. There is culture in the work place as well and as a result, your email list should help indicate that throughout the whole B2B lead generation campaign.