There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like this: “Let’s find out where our prospects hang out and sell them something.” This is the essence of push marketing. On the other hand, we practitioners of pull marketing (or inbound marketing, if you prefer) know that it is almost always better to be the one found than the one doing the finding. (I’ve written a bunch of blog posts about pull marketing – you can see one example here.)
There are all kinds of ways for B2B buyers to find you, including:
- Walking past your trade show booth.
- Doing a Google web search for a particular category of product.
- Seeing your banner or sponsored ad at a website.
- Running across your company on a social media platform.
- Learning about you from a friend or colleague.
- Reading reviews from online rating sites.
- Seeing your ad in an online magazine or content syndication site.
- Receiving a requested (opt-in) or non-requested email.
- Hearing or seeing your ad on a broadcast medium (e.g. radio).