Lead lists for more success

A good lead list is the basis for more success in sales.After the previous articles were dedicated to the method, the right attitude and the roadmap to achieve more and better success in sales, this article is dedicated to the first tactic and action: the creation of lead lists, the foundation for more success in sales. this relates in particular to the B2B sector, but is not wrong for the B2C sector either. Especially for products and services with a long decision-making and sales/purchase process, such as in the financial, real estate, education and training submarkets, as well as for capital goods, where decision-making takes a long time and building trust is elementary:- Lead management and sales in B2B- Successful lead management and selling in B2BBefore we delve deeper, a reminder of where we are on the roadmap to successful sales:

In this text, the topic of lead lists is divided into the following three areas:1. why is the segmentation and creation of lead lists necessary?2. structuring lead lists: what, who and how to segment?3. next steps.1.     Why is the segmentation and creation of lead lists necessary?This question should be taken apart for the first time. Why/why should we segment? Not so long ago, when few companies actively and consciously practiced inbound and content marketing, it was probably enough to formulate personas (target groups) in a relatively generic way. Here is an example of a persona from the past:"C-level executive in the B2B sector with a company turnover of at least CHF 5 million per year and an online lead generation problem"Sounds pretty good, doesn't it? Why is that no longer enough today? The problem is that such formulations are defined in the same way by every other competitor. So practically all of them are vying for the same customers instead of adapting the formulation of the persona to the specific strengths and expertise of their own company. God knows how many agencies there are, but hopefully each one has specific knowledge and expertise that sets it apart. Generic formulations do not create campaigns and measures that build on the specific strengths and expertise of your own company, but nevertheless, such generic formulation of personas may have worked well in the past. The point is, the world has changed. The question is, what and why today? Well, three years ago, there were only a handful of companies worldwide that worked systematically with inbound & content marketing and marketing automation. Today, just three years later, thousands of companies are already working systematically with such methods and tactics. This means that it is becoming increasingly difficult for all companies to differentiate themselves, to "exclusively" lease terms for themselves and ultimately to generate leads and new customers. Problems are opportunities. The solution lies in differentiation, starting with a clearer definition of your own personas (desired customers). Tomorrow's biggest winners put the most effort into differentiation and focusing on goals.Continuation of this article with instructions and free download of the practical lead list worksheet as well as a book tip on the topic of trophy strategy!