Three Methods of Using a Prospective Client’s Digital Footprint to Construct a B2B Pitch

Putting together a B2B pitch is always tricky. However, if you properly utilize the data from your prospect's existing online digital footprint, then you can give yourself a great chance of winning the business.

Thankfully, a number of tools can also be used to help you compile all of this data easily. In this post, we'll discuss three possible methods that, when combined, will give your pitch the best possible chance of success.

1. Use Tools to Make Contacting Effective

When you're constructing a B2B sales pitch, the first contact you have is the most important one of the whole process. As a result, you need to ensure you're using the correct medium to contact the correct person. Otherwise, you could lose the opportunity.

LinkedIn has over 260 million monthly active users, but the average user only spends 17 minutes on the platform each month. This is precious time, so if you're sending an InMail, you have to make sure it's effective. Similarly, 92% of all customer interactions now happen over the phone, but cold calling is less effective than ever before, so you need to think about when you'll call them and how you're going to open the conversation.

When you search your prospect's existing digital footprint, you'll probably be able to find their phone number and contact information. However, before you attempt to use that data, you should check whether it's up-to-date.

In order to find and authenticate the contact information you have for a prospect, use a tool to help you. With the help of Lusha B2B data, for example, you can rest assured that you're using the most up-to-date contact information for that client, so there's no need to worry about your email never being seen or your voicemail never being picked up. Plus, these tools allow you to validate your email data so you can assess the quality and deliverability of each contact. All of this means you'll stand a much higher chance of making a good connection with the person you need to pitch to.

2. Using Analytics to Construct an SEO Strategy

The statistics behind Google searches are mind-boggling. According to HubSpot, there are:

• 70,000 search queries every second
• 5.8 billion searches every day
• 2 trillion global searches per year

By accessing your client's Google Analytics account before you pitch to them, you'll be able to accurately assess how their website is performing.

There are lots of reasons why you should use Google Analytics. For example, by using this invaluable tool, you'll be able to see:

• How many people are visiting their website each day
• The demographics and audience profiles of those visitors
• The sources of traffic
• The most popular (and least popular) pages on the site
• Conversion rates

All of this data will help you inform your pitch because you'll be able to use the prospect's existing information to provide them with greater details on their current digital footprint and how you can improve it. Plus, by using real-world examples from their own website, you'll stand a much better chance of cutting through and winning the business.

3. Read their Content and Assess its Value

There's a popular saying in the world of digital marketing that 'content is king'. This is true of every single part of your prospective client's offering, from any direct mail they're sending out through to their website and social media copy.

Luckily, by using online tools like BuzzSumo, you'll be able to assess the quality of the copy they're producing (remember you can also use Analytics to see whether that copy is ranking). A tool like BuzzSumo can show you whether that copy is being shared by readers. If so, it will also show you where it has been shared. So, as well as showing you the most popular pieces of content your client has produced, it will also show you the types of content that are performing well. You can then use this information to guide a content marketing strategy going forwards.

Follow these three methods and you'll have no problem constructing a B2B pitch that will beat anyone in the tendering process. Remember, the more real-world data you can gather on your prospect the better, as the personal touch will always help you win the day. Plus, by using the tools we've shown you above, you'll also be able to automate large parts of the process, which will save you time and keep your pitching process efficient.