I once sat down with a client with the goal of improving the lead generation process.

One of my first questions was: how many companies are there in the Netherlands that fit the group where you can provide the most value, and that would be willing to pay for it — market size + focus group(s)?

Well, that wasn’t exactly clear yet. After an hour (or so), we concluded that about 500 companies fit that profile and are reasonably approachable.

And to be fair, as is almost always the case, the client had known this for a long time, but never seriously acted on or implemented this insight. There are so many options, and the urgency of the day often seems much more important...

Once it’s clear what needs to be done, you won’t throw 5k a month on ads, but instead, invest in an optimized lead flow and come up with targeted ‘actions’ and tactics that are 100% focused on this target group to connect with them and keep in touch.

Then you’ll also see that it’s not such a bad idea to personally approach the top 100 companies, even though it takes time. At least you know where to best spend your time in the coming (half) year to grow ;-)

And even after that half-year, you’ll of course continue to stay in regular contact with those focus group companies so that they buy when the opportunity arises.

I see with various B2B companies that a 6-month sales cycle is quite common; opportunistic, hit-or-miss marketing doesn’t align with that if you also want a full client portfolio in the long term.

Do you want to discover how to reach the best prospects, convince them with what you’re good at, and guide them to your products? Then book a More Profit Clients conversation and receive multiple strategies to achieve this.