Turn insights into actions
Today, business development insights are readily available. There are many data platforms (e.g. from Linkedin, ZoomInfo, etc.) that provide contact information and clues as to who might be interested in buying. Email marketing platforms tell you who has clicked on your website link.
Here’s a simple example: in Wigler Group’s case, if you clicked on an email that lead to this article multiple times, Mailchimp notifies us. That produces an insight that you might be interested in our service. When people look at your Linkedin profile, you may have noticed an insight in the section called “Who’s Viewed Your Profile”.
How often do you pick up the phone and call the people related to those insights?
The value of an insight is only fully leveraged when someone takes action and actually reaches out to the prospect. Often, generating more insights is the more comfortable thing to do. There’s no awkward feeling of rejection in sending another marketing email to get another click-through (unless you count unsubscribing from Mailchimp).
However, we encourage you not to let that insight go to waste. Take the uncomfortable step of calling that person and asking how you can help them.
