How and why you should vary letters to different people in businesses

8 thoughts on “How and why you should vary letters to different people in businesses”

David Renaud-Kessler July 19, 2014 at 1:37 pm

Dear Drayton,

In B2B, many people may interfere in decision taking. One worker can be the buyer; another can be the user or an influencer and so on. These people have different desires, interests and experiences…

…And contact all these people together might be tough.

* Have you some tips to make better researches for B2B marketing?

* How to manage businesses database? It’s sometimes hard to find the whole chain of people implied in the decision.

* If we can contact only one people in a business, who should she/he be? Is she/he the CEO ?

Thank you !

Best, David

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Drayton Bird July 20, 2014 at 12:30 am

Business to busness tends to be more profitable than selling to consumers.

So although you cannot avoid doing research – or at any rate renting good lists – it pays to do it properly.

(I find business to business lists are not very good, so get a sample of names to test before you mail).

Ideally you should have a different opening for each job category.

If you cannot get valid details from lists, you have to do your own research.

The CEO is probably – but not necessarily – the best person to write to.

We did a series of emails to despatch managers that were hugely successful.

I will do a short video for you on this.

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1. David Renaud-Kessler July 20, 2014 at 6:27 pm
  
  Hi Drayton,
  
  Thank you very much for your reply :).
  
  Reply ↓
  1. Drayton Bird July 21, 2014 at 2:34 pm
    
    I’ve just recorded a video about B2B for you, David.
    
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    1. David Renaud-Kessler July 22, 2014 at 12:41 am
      
      That was (very) fast ! Thank you.
      (Concerning month 8, I’ll watch it today.)
    2. Drayton Bird July 22, 2014 at 9:49 am
      
      I think the relevant material was in month 6, David.
      
      You will see an email later today that stars you:=) – and does the opposite for me.
Drayton Bird July 21, 2014 at 10:01 am

Incidentally I think I did a video about this in around month 8.

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