The four basic methods of prospecting are harvesting inbound leads, harvesting outbound leads, targeting existing accounts, and enticing leads with content marketing.
Inbound prospecting
Inbound prospecting is the strategy of attracting your target audience to you in order to convert them into qualified opportunities. It overlaps a fair amount with inbound marketing and relies on marketing to be effective. The difference is that while inbound marketing is about attracting large-scale amounts of fresh interest, inbound prospecting is targeted more specifically to new sales opportunities.
Outbound prospecting
Outbound prospecting is the process of identifying target customers and reaching out to them directly. For B2B prospecting, this involves compiling a list of best target prospects, then contacting the decision-makers in those companies to introduce them to your products or services. For B2C, this process is largely the same but with more potential targets to contact.
Target or account-based prospecting
Target prospecting begins with researching who your current satisfied customers are and what aspects of your product make them happy. Look for new prospects that are searching for the same solutions and create a buyer persona. You can then identify matching prospects through research and start connecting with those accounts.
Content-based prospecting
With content-based prospecting, or content marketing, you arenât actually selling to prospects yet. Instead, youâre providing them with informative content. By offering valuable educational material, youâre cultivating trust and credibility with potential buyers.