B2B Sales Week: “Accurate segmentation reduces commercial operation costs”
Posted: Sun Dec 22, 2024 8:10 am
With this and other striking phrases, Econodata CEO Paulo Krieser was one of the highlights of the first day of B2B Sales Week 2024 , a free online event organized by Ploomes and ABIMAQ.
Paulo was present at the opening of the event, with the panel “Prospecting and Pre-Sales: Generating more demand” , which also included the participation of Diego Cordovez, CMO of Meetime, and Henrique Lubk, Head of Marketing at Ploomes.
And he took the opportunity to highlight the importance of email lists australia including data intelligence in prospecting processes. “ Econodata has been committed to providing solutions that not only facilitate the search for qualified leads, but also optimize the time of B2B sales teams,” he said.
Below, we list the main ideas shared by Econodata's CEO during the event. Unmissable!
Start with ICP and discover the power of deep segmentation
Right at the beginning of the panel, Paulo shared a conversation he had with a friend about the issue of quantity versus quality when setting up a prospecting process.
“He contacted me on WhatsApp saying he wanted to run a campaign for a specific insurance segment. He saw on our platform, including in the free tools , that this segment has 10,000 companies. And he asked me: what do you think about sending emails to these 10,000 companies? I immediately said: you’re not going to reach 10,000 companies right away! There’s no way to send a cold email to a cold list with 10,000 companies without an opt-in. That will blow up your domain, it will be spam and obviously it won’t work.”
For cases similar to his friend's, Paulo advises starting the process with market segmentation.
“You need to define your Ideal Customer Profile – ICP. Start by choosing a very specific niche and work in depth on it. Take a smaller number of companies, 500 to 1,000 companies, that are similar to each other, that are part of a segment, of a deep segmentation , and start working on that basis. First, it won’t be spam. And second, your speech will be much sharper, because it’s a specific segment”, he explained.
Regarding the depth that should be taken in defining the segment, the executive said that everything starts with the most superficial: size, region and sector.
“For example, medium-sized industries, in the South and Southeast, in the packaging sector. And then you narrow it down, taking more specific questions. For example, who will buy from you? Who has the budget? Who is most likely to have the money? Companies that are growing. This is a variable, a data field that we have on our platform, which allows us to indicate how much the company is growing, how much its revenue increased from one year to the next. In other words, it is growing, and consequently, it must have more budget available. By doing a more in-depth segmentation, your team will approach the assertive lead and not waste time with those who will not buy.”
The cost of a prospecting team is high,
so we have to go straight to the lead
that really makes sense.
paulo krieser | CEO of econodata
Adapt your approach to the language of the market you intend to prospect
Another relevant point mentioned by Paulo at the event was the need for personalized customer approach. He emphasized that, in an increasingly competitive market, it is essential to have in-depth knowledge of the customer's profile and specific needs.
Personalization is no longer a differentiator,
but a market requirement.
Companies that can adapt their offerings
to specific customer demands have
a significant competitive advantage.
paulo krieser | ceo of econodata
The CEO of Econodata even used an internal example of how to do this type of work. “ We are prospecting industries . So, I can take a very specific segment, the packaging industry, from a specific region and start prospecting this segment in more depth and speaking the jargon of this type of industry. For example: the production of tons of packaging per year, which is one of the metrics they use. When you start to familiarize yourself with a specific segment, you start to speak the language of the interlocutor and this makes the whole process easier”, he recommended.
Paulo was present at the opening of the event, with the panel “Prospecting and Pre-Sales: Generating more demand” , which also included the participation of Diego Cordovez, CMO of Meetime, and Henrique Lubk, Head of Marketing at Ploomes.
And he took the opportunity to highlight the importance of email lists australia including data intelligence in prospecting processes. “ Econodata has been committed to providing solutions that not only facilitate the search for qualified leads, but also optimize the time of B2B sales teams,” he said.
Below, we list the main ideas shared by Econodata's CEO during the event. Unmissable!
Start with ICP and discover the power of deep segmentation
Right at the beginning of the panel, Paulo shared a conversation he had with a friend about the issue of quantity versus quality when setting up a prospecting process.
“He contacted me on WhatsApp saying he wanted to run a campaign for a specific insurance segment. He saw on our platform, including in the free tools , that this segment has 10,000 companies. And he asked me: what do you think about sending emails to these 10,000 companies? I immediately said: you’re not going to reach 10,000 companies right away! There’s no way to send a cold email to a cold list with 10,000 companies without an opt-in. That will blow up your domain, it will be spam and obviously it won’t work.”
For cases similar to his friend's, Paulo advises starting the process with market segmentation.
“You need to define your Ideal Customer Profile – ICP. Start by choosing a very specific niche and work in depth on it. Take a smaller number of companies, 500 to 1,000 companies, that are similar to each other, that are part of a segment, of a deep segmentation , and start working on that basis. First, it won’t be spam. And second, your speech will be much sharper, because it’s a specific segment”, he explained.
Regarding the depth that should be taken in defining the segment, the executive said that everything starts with the most superficial: size, region and sector.
“For example, medium-sized industries, in the South and Southeast, in the packaging sector. And then you narrow it down, taking more specific questions. For example, who will buy from you? Who has the budget? Who is most likely to have the money? Companies that are growing. This is a variable, a data field that we have on our platform, which allows us to indicate how much the company is growing, how much its revenue increased from one year to the next. In other words, it is growing, and consequently, it must have more budget available. By doing a more in-depth segmentation, your team will approach the assertive lead and not waste time with those who will not buy.”
The cost of a prospecting team is high,
so we have to go straight to the lead
that really makes sense.
paulo krieser | CEO of econodata
Adapt your approach to the language of the market you intend to prospect
Another relevant point mentioned by Paulo at the event was the need for personalized customer approach. He emphasized that, in an increasingly competitive market, it is essential to have in-depth knowledge of the customer's profile and specific needs.
Personalization is no longer a differentiator,
but a market requirement.
Companies that can adapt their offerings
to specific customer demands have
a significant competitive advantage.
paulo krieser | ceo of econodata
The CEO of Econodata even used an internal example of how to do this type of work. “ We are prospecting industries . So, I can take a very specific segment, the packaging industry, from a specific region and start prospecting this segment in more depth and speaking the jargon of this type of industry. For example: the production of tons of packaging per year, which is one of the metrics they use. When you start to familiarize yourself with a specific segment, you start to speak the language of the interlocutor and this makes the whole process easier”, he recommended.