Knowing the right markets, companies and segments can positively affect your demand generation efforts and lead quality. This type of work requires good data and market intelligence. But the payoff is substantial because it enables you to do more precise targeting and stave off lead rejection.

You can use an approach known as pinpoint prospecting. Essentially pinpoint prospecting is about knowing who your ideal customer is and what matters to them so you can deliver the right information to the right prospect at the right time. The value of pinpoint prospecting is that you will be able to maximize time and resources and close faster and more often by utilizing a better prospecting strategy.

Pinpoint Prospecting Improves Lead Quality

At a minimum your prospecting strategy should include 6 steps:

1. Identify the specific needs and wants your products and services can meet.
2. Define the groups of customers who have those needs and wants. 
3. Select the prospects from the customer groups you want to acquire.
4. Clarify your unique value proposition for each customer.
5. Create a touch point plan for each target your touch point plan should include, message, frequency, type, etc.
6. Implement your plan and track results.

When you improve lead quality you reduce sales cycle time, increase your conversion and win rate, and reduce overall cost to acquire.

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Two Primary Capabilities to Make This Approach Work

You will need two capabilities to use pinpoint prospecting effectively for marketing.

First, you will need a prospect and demand generation strategy, methodology and system.   These allow you to define and input your targets, implement your programs, and capture and report on results. The benefits to this type of approach on your sales process may seem obvious.

Second, you will also need data, especially intent data. Intent data provides insight into who is in buying mode.  This is the merit of browser cookies and IP addresses. This information reflects the level of interest. Intent data becomes more powerful as you combine it with topic and context data or other prospective customer signals. With this data, you can develop a highly predictive pinpoint strategy that allows you to create more personalized website experiences and communication.

With a pinpoint prospecting approach you will gain clearer insight into both individual prospects and the marketplace. The pinpoint system allows your Sales team to specifically target prospects and their unique needs. This approach complements customer satisfaction, better conveys win loss analysis, and facilitates customer retention.

Overall, pinpoint prospecting provides a leg up on the competition. They benefit to the pinpoint method is  more efficient and effective demand generation. With this approach you

• focus on the needs of potential customers directly
• employ a strategy and system that groups and identifies prospects that have the greatest potential for your products or services, documenting – in writing (and verbally rehearsed by the sales team if needed)
• track how well your strategy is playing out within your organization.

Let’s talk today about how you can leverage our expertise to develop your pinpoint strategy.

FAQ:

1. Identify the specific needs and wants your products/services can meet.
2. Define customer groups with those needs and wants.
3. Select prospects from these groups that you want to acquire.
4. Clarify your unique value proposition for each customer group.
5. Create a touchpoint plan for each target (including message, frequency, and type).
6. Implement your plan and track results.

• A demand generation strategy, methodology, and system to define, input, target, and report on prospects and program results.
• Access to high-quality data, especially intent data, which provides signals about who is in buying mode and allows for more predictive and personalized engagement.

• Higher lead quality and conversion rates
• Reduced sales cycle and cost to acquire
• Improved customer satisfaction and retention
• More efficient allocation of marketing and sales resources
• Enhanced ability to conduct win/loss analysis and refine targeting

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