The core reason b2b prospecting underperforms
The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They are separated, a gap to a chasm, from the often-conflicted humanity of the people that make the decisions. This separates your campaign from its potential.
The Center of the Universe for B2B Prospecting By Scott Hornstein
Every champion of a product or service believes in their heart that their target is the CEO. They need to find a way into CEOs’ consciousness. That the illumination of their message will pierce the maelstrom like a lightning bolt and all, from there, will be smooth sailing. Scales will fall from eyes and money will rain from the heavens.
To them I offer a cold shower:
· This is not the way CEO’s learn
· This is not the way corporate purchase decisions are made