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Setting the foundations of your prospecting strategy
Define your ICP (ideal customer profile)
To choose the right channel, start by identifying your ICP (ideal customer profile):
- their socio-demographic profile;
- their age;
- their gender;
- their browsing habits.
You can gather all this data through your customer database, analytics tools like Google Analytics, or through field surveys. This will let you define your buyer persona and select the communication channel suited to their profile.
Concrete example:
Let's say you're targeting a start-up made up of a young team — social media would then be the most suitable channel.
You need to identify the channel where your target is most active in order to focus your entire strategy on that platform.
Define your sales goals
It's crucial to choose your channels based on your industry, your target's industry, and your goals.
A few concrete examples:
If you want to sell a software solution, you'll be scheduling a lot of demo calls. In this specific case, the phone remains the most appropriate channel.
If you're planning mass B2B sales prospecting, you'll want to grow your network, which makes LinkedIn the number-one channel to prioritize.
To lay the right foundations for your multichannel strategy, you need to ensure consistency in your messaging across all selected channels. This way, you ensure smooth communication with your target, which strengthens the effectiveness of your approach.
Channels to combine in a multichannel strategy
To speed up your sales, combine several channels to guide your future customer throughout their buying journey, from first contact to final sale. You could consider a multichannel prospecting sequence like this:
- Social media (LinkedIn prospecting) – DAY 1: you can use LinkedIn to find your target and engage with decision-makers.
- Email marketing prospecting – DAY 3: once the right contact has been added to your network, you can consider reaching out with personalized emails.
- Cold calling – DAY 6: once the relationship is established, you can consider calling your target to present your offer more explicitly.
This strategy creates a synergy between the different channels to optimize your sales approach and your sales processes.
