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digetry Blog - Customer Focused Marketing

Sales Leads Tip #2: Align your Offer with Customer Intent

Posted by Greg Schraff

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The three elements that need to be aligned in order to successfully generate B2B leads are your Target Market, your Offer, and your Services. b2b leads

Having laser-like focus on these three areas means that both you and your prospects are always crystal clear about what makes your business valuable, unique, and worth the fees you charge.

Focusing on your Target Market allows you to understand who your ideal customer is – what they are looking for, what keeps them up at night, the questions they are looking to have answered, and how your business addresses this – while focusing on your Offer allows you to represent that which your target market is actually looking for, and make a connection.

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There are many forms your offer can take, but it’s vitally important that the offer be relevant to your customers’ needs and articulated in a way that they understand so they clearly see the unique value you provide.

That said, you have to present offers that are true to your expertise (as opposed to trying to provide them what you think they want).

Your offer has to be the most tangible deliverable or benefit that you provide your Target Market, and articulate this in language that makes it immediately clear how your offer differs from the competition.

To help you identify an offer and craft a message that is relevant and useful to your target market (which is much more likely to gain their attention), answer these questions. Then decide that this will be your primary offer moving forward.

  1. What is the main high-level thing that you’ll do for your clients in these target markets?

  2. What is the most tangible deliverable or benefit that you provide?

  3. What phrasing will help make it immediately clear how your offer differs from competitors’ offers?

If what you are offering is not aligned with what your prospects are looking for, there will be a disconnect, and they will move on.


Download digetry’s Free Guide to understand how your offer fits into the lead conversion process, and what other steps you need to take to optimize your sales leads efforts.

B2B Leads - The Lead Gen Blueprint


Topics: Digital Strategy & Marketing, Lead Management

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