You’ve done your homework. You understand all the the personas , you have developed the sales value matrix and messages, you understand the buyers journey and you even have a sales strategy in place. Then generating interest should be very easy for you.

In business to business marketing, the trick to closing the sale is to know your client’s interests. According to Clinton Obura, Director of Business Development and Growth at Elephant Healthcare, this happens when you use demand generation in which you can use either inbound or outbound strategies.

A great inbound strategy will pull customers to your company’s brand assets such as a web landing page where they can sign up to be part of your mailing list or to have early bird access to a new product. Other companies will give access to free resources such as eBooks, Podcasts, Videos etc. Exclusive event invites are also another great inbound strategy. Whatever inbound strategy you choose, be sure it is aligned to your potential clients’ interests. Once your inbound strategy is in place, use platforms such as social media and targeted advertising to attract the client.

A great outbound strategy on the other hand means going out to find your clients where they are. A common strategy is where companies will purchase contact lists from data vendors e.g. You require contact information of the top 100 companies of the stock exchange, so you go to an agency that has that type of information and they sell it to you. Be careful though not to flout any data privacy laws. Once you have these contacts, sending out sales emails and cold calling is a common outbound strategy. Email campaigns can be very effective especially when you have the right contacts. Another common strategy is Industry conferences: These are very popular with the information technology and events industries. At these conferences, you can meet decision makers who may not be available to read your emails or pick up your cold calls.

Clinton Obura was a facilitator at Un.thinkable masterclass (our quarterly 10X Growth Leaders Workshop) in July 2020. Click here to apply for membership in Un.thinkable.