Every day, buyers and managing directors receive dozens of contact requests that all sound alike: “I’d like to connect with you”, “May I briefly introduce our company?”. Most go unanswered. Not because there is no need, but because the message has nothing to do with the person receiving it.
B2B customer acquisition that works is different: thorough research, a clear message and personal outreach through the right channels.
Research before reach
Before writing the first message, ask: who do we actually want to reach? Define industry, company size, region and the role of your contact. Then look at each company individually: what does it make, which projects are publicly known, what need might match your offer?
Twenty well-researched contacts usually achieve more than two hundred random ones.
LinkedIn: become visible and build relationships
LinkedIn helps you find the right people, understand their role and make a first connection. For this to work, your own profile should show clearly what you stand for. A connection request with a short, personal reference, to a project, a post or a trade fair you both attended, is accepted far more often than an empty request.
Email: short, relevant and compliant
A good B2B email is short. In a few sentences it explains why you are writing, what the recipient might gain and suggests a simple next step. Terminology and tone should suit the industry and the country.
Important: the rules for marketing emails to businesses differ from country to country. Check what is allowed in the target market before every campaign.
Follow up consistently
The first message often goes unanswered simply because it gets lost in day-to-day business. One or two friendly reminders, each with something new to say and sensibly spaced, are part of the process. Every message should add value, for example a relevant application or a meeting at an upcoming trade fair.
Combine channels and review results
The channels work best together: research provides the basis, LinkedIn creates visibility, email carries the specific message and a phone call clarifies the need. Review which audiences and messages lead to meetings, and keep refining your approach.
Personal beats automated
B2B customer acquisition is not a numbers game. If you research thoroughly, write relevant messages and follow up consistently, you will have fewer conversations, but much better ones.
Global Mundi handles B2B outreach for you: lead research, personal outreach by email and LinkedIn in your target customers’ language, follow-up and meeting scheduling. Talk to us about your target customers.
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