The Process: Reviewing the Reviews
Posted: Sun Jan 19, 2025 3:59 am
In doing so, your campaigns will resonate more profoundly with the target audience, making them more likely to consider a switch to a product that promises to resolve their current challenges and frustrations.
Now that we know the “what,” “why,” and “when” of competitive displacement campaigns, we can dive into the “how.”
Let’s explore our sales executive’s journey of developing and implementing this strategy, as well as the impact these campaigns had on our clients’ pipelines.
The Background
Like most people in his position, our sales executive had a solid process in place for developing outbound lead gen campaigns.
He attentively studied the ideal client profiles (ICPs), analyzed the competition, built segmented prospect lists, launched multichannel sequences, etc. But, try as he might, the results were, well, mediocre.
During an internal debate about whether to make another call or send another email, our sales executive found himself utterly frustrated. Realizing that none of the typical optimization tactics were improving performance, he decided to dive back into the market research.
It was pretty clear that he covered every known problem in his current campaigns, and he found no alternative angles to explore in the client’s initial market research. So, following a hunch, he started to browse some of the most popular review sites, G2, Capterra, and Clutch, and quickly discovered why he wasn’t resonating with his prospects’ pain.
The problems these customers were expressing online simply were not belize cell phone number database mentioned in the marketing materials, which ultimately meant his messaging was missing the mark.
“Oftentimes,” the sales executive pointed out, “Companies are so close to their products or services that it’s hard to express the value in a way that addresses the everyday struggles these users face.”
To rectify this wrong, our sales executive recorded and absorbed all the information he could from the reviews and then proceeded to match the newly discovered pain points with the corresponding ICPs.
From there, he rebuilt the copy from the ground up in hopes of scheduling an extra meeting or two a month.
Unexpectedly, the results far exceeded expectations. He landed five sales meetings within a few days of launching his revised campaign.
Not bad, right? So, now the big question is, what does this process look like?
To better understand how you might implement this process in your lead generation strategy, let’s review a few reviews and the copy he used to land more meetings.
Now that we know the “what,” “why,” and “when” of competitive displacement campaigns, we can dive into the “how.”
Let’s explore our sales executive’s journey of developing and implementing this strategy, as well as the impact these campaigns had on our clients’ pipelines.
The Background
Like most people in his position, our sales executive had a solid process in place for developing outbound lead gen campaigns.
He attentively studied the ideal client profiles (ICPs), analyzed the competition, built segmented prospect lists, launched multichannel sequences, etc. But, try as he might, the results were, well, mediocre.
During an internal debate about whether to make another call or send another email, our sales executive found himself utterly frustrated. Realizing that none of the typical optimization tactics were improving performance, he decided to dive back into the market research.
It was pretty clear that he covered every known problem in his current campaigns, and he found no alternative angles to explore in the client’s initial market research. So, following a hunch, he started to browse some of the most popular review sites, G2, Capterra, and Clutch, and quickly discovered why he wasn’t resonating with his prospects’ pain.
The problems these customers were expressing online simply were not belize cell phone number database mentioned in the marketing materials, which ultimately meant his messaging was missing the mark.
“Oftentimes,” the sales executive pointed out, “Companies are so close to their products or services that it’s hard to express the value in a way that addresses the everyday struggles these users face.”
To rectify this wrong, our sales executive recorded and absorbed all the information he could from the reviews and then proceeded to match the newly discovered pain points with the corresponding ICPs.
From there, he rebuilt the copy from the ground up in hopes of scheduling an extra meeting or two a month.
Unexpectedly, the results far exceeded expectations. He landed five sales meetings within a few days of launching his revised campaign.
Not bad, right? So, now the big question is, what does this process look like?
To better understand how you might implement this process in your lead generation strategy, let’s review a few reviews and the copy he used to land more meetings.