How do I land the first B2B client?

9 replies
Hi warriors

I will keep this casual and specific. I started my first company/website few months ago after I lost my Job. I have been writing for a around 6 years part-time in different fields, but I decided to concentrate on White Paper writing.

My main motivation behind starting the project was the need to get something that can pay my bills as fast as possible. I also needed something I enjoy doing and something that is long term as well.

Now the website is up, everything is intact, expect say for a few optional things. From the time I launched the website, I have been cold emailing prospects from a list of over 300 companies. A few have opened my emails, but some have not. No reply has been sent to me as well.

Now the process of correcting emails was so hard that i had much confidence this would payoff

Now my question is this, Am I targeting the wrong people? I email mainly the marketing managers because I know white papers are used for lead generation.

The second question is , is cold emailing the best method to land my first clients?

Third question is, I need to pay my bills as fast as possible, which is the most effective way of getting this company rolling without having to waste time on trial and error methods.?

Remember, the service is writing white papers for B2B companies.

Thank you

Regards
Samwriterr
#b2b #b2b lead generation #b2b marketing #client #land
  • SamWriterr,

    Originally Posted by samwriterr View Post

    The service is writing white papers for B2B companies.
    Who's your ideal customer? Well, let me use a case example for this post ...

    >> Let's say you're planning to serve US east coast cyber network security development firms that want more leads from the following customer groups across the USA:

    * Small to medium providers and aggregators of online credit card payment processing platforms for US-based telesales centers; and

    * Start-up providers of bitcoin escrow SAAS platforms for US-based online bitcoin retailers and trade networks ...

    Originally Posted by samwriterr View Post

    Am I targeting the wrong people? I email mainly the marketing managers because I know white papers are used for lead generation.
    With that example target clientele base -- I'll say your ideal prospects are the following:

    >> Marketing VPs, Web property managers, sales executives and other decision makers in the relevant departments of those cyber network security development firms ...

    Regarding the emails that you send out -- What's in it for your target prospects?

    >> I suspect they get a lot of marketing emails for lead generation-related products and services; and

    I also doubt many of those emails manage to go through their spam filters --

    >> After all, in this case example, they're cyber network security development firms (well, the prospects that you're currently targeting might also be using security products and services from similar firms) ...

    Originally Posted by samwriterr View Post

    Is cold emailing the best method to land my first clients?
    I don't think so. My tests point out that cold emails (LinkedIn InMails in my case) work well for service offers that B2B prospects already know for sure and have already tested to generate leads for them ...

    >> These include inbound call generation and telesales, whitehat SEO, multimedia marketing and advertising services ...

    Also, I think many of your prospects in this case example are people who are more familiar with phone appointments, video conferences and face to face presentations when deciding to acquire products and services that are relatively new to them ...

    Originally Posted by samwriterr View Post

    Which is the most effective way of getting this company rolling without having to waste time on trial and error methods.?
    Hmmm... I think you can try developing and promoting some white papers for the target customers of your ideal prospects ...

    >> In my case example, that'd be white papers about the following things:

    * The latest variants, stats and news-worthy info about cyber fraud in the USA;
    * How and why this especially affects small to medium US-based Web gateway and virtual terminal providers as well as their US-based merchants;
    * Specific cyber fraud cases where these groups suffered the most in recent months / years; and
    * Verifiable results of tests done by certain groups where the most advanced technologies, systems and processes today were implemented to fight the latest variants and iterations of cyber fraud targeted against these groups ...

    >> And, for promoting these, I'd make sure to do the following things:

    * Create separate landing pages to download these white papers via an opt-in;

    * Make sure that viewrs of these landing pages (as well as recipients of my opt-in welcome emails and follow-up emails) know the benefits they can get from the B2B white paper writing and promotional services that I'm currently offering;

    * Share and advertise content with links to these landing pages across all relevant online services (Google for example) and social media channels where my target audience hangs out;

    * Make sure to include in these white papers citations to relevant influencers, significant media outlets and to some of my prospects;

    * Reach out to these influencers, media outlets and target prospects to inform them about their inclusion in my white papers - I'm inclined to do this via LinkedIn InMails, insightful comments in relevant posts on their blogs / sites / social media pages / Tweets / Youtube videos / etc.;

    * Write and promote posts in my own blog and social media pages to include certain facts and relevant findings from my white papers, in which these posts have effective CTA links that point to my landing pages for my white paper downloads; and

    * Create, distribute and promote news / PR materials that announce the publication of my white papers across relevant news media outlets where my target audience goes to know the latest news about significant industries and markets ...

    I don't think doing all this can give you a quick and easy means to pay your bills ...

    >> BUT ...

    I believe this'll keep you busy and could most likely help build a sustainable business for you ...

    Hope this helps!
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    • Profile picture of the author samwriterr
      Wow, this is one of the best answers I have gotten after trolling the internet. I am humbled @Marx Vergel Melencio . This is valuable information. I will have to copy & paste it in my diary to read it over & over again. It makes a lot of sense that at least I have some hope now.
      Let me give you a short story about myself,
      Before starting this company, I lost my job and after many considerations, I taught myself a few coding and grabbed some word-press theme. I built & designed the site from 0 to where it is. I also wrote the content by myself (I can share the URL with you if you want). So in short, with the work and dedication I had put into this project, I am not ready to give up and the advice you have given me is a goldmine to me. Well perhaps to someone else it is not but to me, it is.

      I am quite new here, and I bet I am now a permanent member of this place, Lol.

      Lastly, one thing I am a little skeptical about is the use of linkedin in-mail option. After using Linkedin for a while , I have actually noticed that they are very strict as they require someone to connect only with people they know and send in-mails to very few people. Perhaps as a long-term solution, but when we are talking of the short term, this might not be a good approach don't you think.

      Thank you once again

      Regards
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    • SamWriterr,

      Glad you liked my suggestions!

      Originally Posted by samwriterr View Post

      ... one thing I am a little skeptical about is the use of linkedin in-mail option. After using Linkedin for a while , I have actually noticed that they are very strict as they require someone to connect only with people they know and send in-mails to very few people. Perhaps as a long-term solution, but when we are talking of the short term, this might not be a good approach don't you think ...
      I think you're talking about LinkedIn's built-in feature of sending messages to your existing contacts and to non-contacts?

      >> Here's what LinkedIn says about InMails:

      https://www.linkedin.com/help/linked...erview?lang=en
      QUOTE:
      InMail messages are sent directly to another LinkedIn member you're not connected to. If you have a Basic (free) account, you must upgrade to a Premium account to use InMail.
      /QUOTE

      Yeah, that's about right -- You can send InMails to any LinkedIn member (I'm not sure if there's an option for members to block all InMails though) ...

      >> My experience in using InMail just for the past year points out the following things:

      * 7 out of 10 non-contact recipients open my InMails;

      * 3 out of 10 non-contact recipients become leads and respond by giving me their emails or instant messaging IDs or by asking for a phone appointment - Basically, they want to learn more about my proposals;

      * 1 out of 20 leads convert into a renewable 3-month contract with a paid 1-month trial arrangement; and

      * From lead acquisition to contract negotiations, This conversion takes an average of 3 weeks!

      >> Then again, like I said here:

      Originally Posted by Marx Vergel Melencio View Post

      My tests point out that cold emails (LinkedIn InMails in my case) work well for service offers that B2B prospects already know for sure and have already tested to generate leads for them ...

      >> And, I also said the things below when it comes to offering something that's relatively new to them:

      Originally Posted by Marx Vergel Melencio View Post

      I think many of your prospects in this case example are people who are more familiar with phone appointments, video conferences and face to face presentations when deciding to acquire products and services that are relatively new to them ...

      >> With this, I suggested the ways below to give them a sneak peek of what you can do for them and let them generate their own ideas about the benefits they can get:

      Originally Posted by Marx Vergel Melencio View Post

      * Make sure to include in your white papers citations to relevant influencers, significant media outlets and to some of your prospects;

      * Reach out to these influencers, media outlets and target prospects to inform them about their inclusion in your white papers - I'm inclined to do this via LinkedIn InMails, insightful comments in relevant posts on their blogs / sites / social media pages / Tweets / Youtube videos / etc. ...

      >> Once the prospects you contacted (and others who saw your promotional stuff for your white papers) go to your landing pages and opt into your mailing list to download your white papers - They become your leads ...

      Hope this helps!
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      • Profile picture of the author samwriterr
        AussieCoz Thank you for you honest opinion. Yes I definitely need cash as fast, but I would not be willing to compromise my reputation for the sake of money. As for freelancing, I might have to think about that as well as I try to build my clientele. Thank you once again

        Marx Vergel Melencio as always, those response do touch the bottom of the funnel, just what I was looking for. Yes indeed they are of much value to me and thank you once again.
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  • Profile picture of the author AussieCoz
    Hi,

    Your main motivation seems to be to get enough work to be paid as soon as possible. I think this might be a sticking point.

    If you're heading out and contacting people by email only you are limiting yourself somewhat.

    I would be contacting colleagues, past clients, people you may know that can be referred who might need your service.. in short, use any and every possible contact you may have before you start cold calling... you will probably get a better return this way and having someone you know will be a great starting point.

    Are you networking? I would start attending networking events and sharing your services offering to people within circles who need your service. Standing in front of people and offering this is a great way to showcase your product.

    Have you approached previous companies you have worked for to see if they need any white papers written, using your existing contact base is way easier than going out cold without a lead and if you are going to make contact email a few examples of your work and follow up with a phone call or meeting.

    At the end of the day, if you are desperate to earn cash to pay the bills your prospective clients are going to smell the desperation and you should probably find alternative ways to bring in cash in the meantime like freelancing.

    While there are demands for white papers online, you may need to offer a range of skills and services, not specifically just the one to fill the gap while you are building up your database of clients.

    Just because you have built your website, doesn't necessarily mean they will come. You do need to get out there and mix up your marketing strategies a little.
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  • Profile picture of the author cd banzkz
    Instead of cold mailing thru the linkedIn email invest in getting noticed in LinkedIn publishing. Publish a quality post then tweet the link to your post with “tip @LinkedInPulse” with a short description of your article. If the LinkedIn team likes the quality of your work they can help your post get featured in one of the popular channels and their regular 'pulse' emails---giving you more exposure to decision-makers.
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    • Profile picture of the author samwriterr
      Originally Posted by cd banzkz View Post

      Instead of cold mailing thru the linkedIn email invest in getting noticed in LinkedIn publishing. Publish a quality post then tweet the link to your post with tip @LinkedInPulse with a short description of your article. If the LinkedIn team likes the quality of your work they can help your post get featured in one of the popular channels and their regular 'pulse' emails---giving you more exposure to decision-makers.
      You are very right on this one and on point for that matter. The idea here is to get noticed by those decision makers and you nailed it buddy. High five This solution is 10/10.
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  • Profile picture of the author Diana S.
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  • Profile picture of the author wrcato2
    Sam the easiest way to land a client is to snail mail a letter to companies that use white papers. If the company writes a lot of white papers you could bet that they have a staff of writers. Don't let this sway you from not sending a letter to the company because sometimes companies will use a freelance writer for special assignments.

    You could call a certain company and ask if they use freelance writers, get contact info, to the person that makes the decisions. I wouldn't email simply because it may get filtered into spam or considered spam.
    Need more help let me know.
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  • Profile picture of the author JohnMcCabe
    Marx and AussieCoz gave you some excellent advice.

    My thought is that, if you want to sell a white paper service, you might do well to borrow a common piece of advice I got in MLM days. "Be a product of the product". In other words, while pursuing networking and other options, make you cold emails a softer offer - write a white paper about marketing with white papers, and offer it for free. When they get to the landing page, they get the 'executive summary' and an excerpt right on the page, no strings attached. For the price of an email, they get the whole white paper and the option to get more valuable info dripped to them.

    You might also consider something I heard Perry Marshall talk about in one of his books. When he started his marketing business, he paired up with a business in his industry (happened to be his old employer) to write and place articles in industry publications. The company got the leads, and Perry got paid for every article he placed, along with his name as the author. Gave him a huge amount of street cred when talking to other potential clients.

    Could you partner with someone in your target industry, and write/distribute a white paper for them (while getting paid per download - cash flow)?

    You may even find the DFY service to be very lucrative, and something you could scale later.
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