Amy Schwartz
Product Marketing Manager
Getting your message through to business decision makers has always been a cornerstone of sales success, but traditional approaches like sending DMs, cold calling, or sending outreach emails are no longer enough.
With gatekeepers, spam filters, and block buttons proliferating, the challenge of connecting with the right people has grown significantly. Even tools like automation or AI can't fully overcome these obstacles.
The companies that succeed today are those that approach the problem with creativity and strategy, breaking away from conventional methods. In this article, we'll explore innovative ways to connect with business decision makers, helping you cut through the noise and make meaningful connections. Read on to discover strategies that work in today's competitive landscape.
Understand the Decision Maker's Pain Points and Goals
The first step in any sales process is comprehensive customer research. Gather as much information as possible about your target decision makers, focusing on their specific needs and challenges.
The most critical thing is to identify their pain points, understand what objectives they're trying to achieve, then align those with what you can offer.
Create Hyper-Personalized Content
Personalization is no longer just about putting someone's first name in an email. To truly connect with prospects, you need to go on a deeper dive into a prospect's profile to uncover unique insights that can inform your outreach strategy.
For example, assume you're targeting the head of HR at a mid-sized tech company, and your research shows that they've recently grown their team by 20%, but you also find negative Glassdoor reviews concerning onboarding and employee engagement.
Instead of sending a generic message, create a report with precise observations and proposed solutions highlighting how the company can use your offer to improve employee engagement and onboarding efficiency.
Here's an example of how you could frame your message:
"Hi [Name], First of all, congratulations on [Company Name]'s recent growth! I’m sure it’s an exciting time for you all. However, I thought you should know that I did come across some negative feedback on your onboarding process, and I think we’re in a good position to help you out in this area. I've taken the liberty to put together a short report outlining strategies to improve your onboarding process and enhance employee engagement. Let me know if you'd like to discuss how these solutions could help your team thrive."
To maximize your chances of success, adopt an omnichannel approach—engaging prospects across multiple mediums with personalized messages tailored to each platform. For instance, LinkedIn can be used for professional introductions, email can be used for detailed follow-ups, and video messages can be used to add a personal touch.
Tools like Lumen5 for video production or Canva for design are also useful to explore for creating attractive and engaging personalized content. Meanwhile, platforms like Insider allow you to effectively engage customers across multiple channels to automate and scale personalization.
Leverage Influencer and Industry Partnerships
Influencer marketing involves connecting with the leaders your target business decision makers already trust and follow.
For example, suppose you want to reach decision makers in the lead generation and sales funnel niche. In that case, partner with someone like Russell Brunson, an influencer and marketing guru who has driven hundreds of millions of dollars through his company, Clickfunnels.
Start by getting the influencers on board. You can set up an affiliate agreement or pay upfront for sponsored content. Once the deal is in place, collaborate to create content that showcases your expertise and aligns with the interests of your target audience.
If you don't have the resources for influencer marketing, you can attend niche industry events and conferences and network with industry experts. Try hosting private meet-ups or VIP dinners before or after the conference to engage the key people you're targeting.
Leverage LinkedIn's Targeting Capabilities
LinkedIn might be a powerful platform for connecting with B2B decision makers—but spamming them with messages is a quick way to lose their interest. Instead, take a thoughtful, strategic approach to make the most of its features.
Don't have anyone in mind? No worries. LinkedIn's search feature makes it easy to source experts. The process is simple:
- In the search bar, type in the industry where you're looking to find decision makers.
- Use the filter menu to narrow your results by location, industry, current company, or even by name if you're targeting someone specific.
- Once your filters are set, click "Show results."
- Review the profiles that appear, focusing on individuals with active engagement, such as a few thousand followers and relevant, high-quality content.
Once you've identified key individuals, build rapport by engaging with their posts. Like, comment, and enthusiastically share their content to get noticed. Over time, this interaction can pave the way for a personalized message where you introduce your offer naturally—no pressure.
If you're looking for rapid results, consider using LinkedIn ads. These allow you to target high-level roles within your selected companies, giving you direct access to decision makers while aligning your outreach with their professional interests.
Creative Direct Mail Campaigns
You might be surprised to learn that direct mail is one of the most powerful ways to make a big impression.
Direct mail marketing outperforms other channels with a 112% ROI, surpassing SMS, email, and paid search. It is particularly effective for reaching the C-Suite, with 75% of marketers favoring it for this purpose. What’s more, the tangibility of direct mail leads to higher engagement and conversions, making it a powerful tool for cutting through digital distractions.
To enhance your outreach even further, add customized gift kits that align with your brand's message. The more creative and relevant your approach, the better your chances of engaging decision makers.
Send your gift mail when it's most likely to be noticed, such as at the start of a workweek. A few days later, follow up with a targeted email or even a phone call to solidify your message and build a connection.
Lastly, measure response rates, leads generated, and overall ROI to determine how the campaign performs. Use metrics like the number of follow-up appointments booked or conversions made to evaluate how well your mailers engage decision makers and drive results.
Leverage Case Studies and Social Proof
Case studies are a powerful way to demonstrate relevance and build trust with business decision makers. Focus on illustrating how your customers have solved challenges comparable to those typically faced by your target audience. Showing how your solutions helped others achieve measurable results makes it easier for prospects to understand your value.
You should also share testimonials tailored to your target’s industry or goals. Quotes from satisfied clients who've achieved success can establish trust and demonstrate how you understand their unique needs.
Don't forget to highlight awards, certifications, or industry recognition your brand has earned. These accolades serve as additional proof of your expertise and can instill confidence in decision makers considering your solutions.
Use Account-Based Marketing (ABM) for a Targeted Approach
Account-Based Marketing (ABM) treats key accounts as their own markets. Instead of throwing a wide net, you focus on high-value clients. The idea is to offer personalized experiences that nurture stronger relationships and stimulate better engagement.
Here are some key tips to enhance your ABM efforts:
- Leverage Data Insights Strategically: Analyze data to discover each target account's particular needs and challenges. These insights enable you to compose personalized messages that align with the priorities of individual stakeholders.
- Create Personalized Content: Create content specifically adapted to the interests and challenges that concern decision makers. Use case studies, whitepapers, or customized emails to showcase solutions that address their unique needs.
- Establish a Continuous Feedback Loop: Set up systems to gather ongoing feedback from decision makers. Use their insights to optimize your messaging and strategies, ensuring your campaigns are relevant and therefore effective.
A key recommendation is to include gifting as part of your ABM strategy. A thoughtful gift can be a great way to make a lasting impression. Explore options for sending a personalized token that resonates with your target’s interests or needs.
For example, with Postal ABM, you can programmatically execute offline campaigns, easily targeting and engaging high-value accounts. Whether through social channels, email, or personalized Postal gifts, ABM with Postal ensures your outreach stands out.
'Postal's quarterly ABM program is one of our most effective sales & marketing initiatives. We use intent data, as well as firmographic data, to identify our quarterly target accounts. We then leverage various channels (social, email, and Postal) to reach these decision makers by incorporating messaging that ties back to our Postal gift. Our ABM Postal gifts are always unique and thoughtful and tend to have a much higher acceptance and booking rate."
Patricia CuChene, CRO
Building Long-Term Relationships with Decision Makers
It’s also important to formulate a strategy to build long-term relationships with the decision makers you connect with. Even if they are not interested in doing business right now, they could become more receptive in the future or introduce you to key contacts.
Keep the relationship alive by sending regular updates, sharing relevant insights, and scheduling periodic check-ins to stay on their radar. Always focus on offering value with each interaction.
Form genuine connections by finding shared interests or mutual contacts. Authenticity and active listening are key to establishing trust.
Fill Your Pipeline with Decision Makers for Your Marketing Campaigns
With the flood of requests they receive every day, attracting and keeping a decision maker's attention is no easy task. Make sure you stand out by building genuine relationships and leveraging them for your campaigns.
To find out how to use gifting to optimize your approaches, try Postal for free today.
