The B2B market comprises of individuals. Not just individual people but individual companies. Each one has a unique set of problems that you can’t compare to the other (ideally at least). That’s why appointment setting campaigns strongly emphasize on planning ahead because salespeople still have much to prepare from the information they received.
Although, is planning ahead only good for B2B appointments? What about planning for an upcoming season or a possible new trend?
Watching the trends constantly can be tiring. It’s like reacting to every new change on Twitter’s list of trending hashtags. The worst part is that these can have a lifespan of as much as two hours.
But from that, you realize that it’s likely better to just forecast a large, major shift that will predict what will be on most prospects’ minds by the time you start reaching out.
You’re like a lost ship at night and your only hope of charting your course are the stars above. What are the signs that will help inform your predictions?
- Seasons – The first choice of trend watchers, seasonal marketing is almost as old as the seasons themselves. Even B2B appointment setters should make a mention of the season, whether they’ve just started the conversation or are just about to set the date.
- Market predictions – Roughly seven years ago, the internet was considered the beginnings of a new era. Today, you are now well in the middle of it with social media and mobile becoming the next steps. Major forecasts like this aren’t just for the big players you know. Similar predictions in your industry could indicate where to steer.
- Announcements – Be it products, events, or even changes in management, the very purpose of announcements is to inform those who need to prepare. In your case, it lets you prepare your pitches and scripts because you now know what it will take to time them perfectly.
- Current events – Don’t focus on just news in the business sector. Politics and pop culture have their own ways of predicting what can happen a few months from now. There might be a bit of speculation thrown in the mix but at least you have something to start with once the appointed time nears.
Think of it as the larger, market-sized version of setting an appointment. Like any appointment setting strategy, your goal is to foresee what a prospect will bring up during the sales meeting. Looking to what future trends might bring up can help your entire marketing effort reel in sales leads (and eventual sales).