A promotion acknowledges your prospect's hard work and readiness for greater responsibility, which often includes managing larger budgets. It's a validation that makes them feel valued and recognised in their career. Yet this is often forgotten or ignored completely by B2B revenue teams.

Every month, thousands of contacts in your target accounts get promoted into new roles - with bigger responsibilities and fatter budgets. But they're consistently ignored by outreach programmes for the majority of B2B marketers and revenue teams.

They've not just got more money to spend, but the individuals themselves have a newfound enthusiasm and gusto to start implementing new initiatives (as we all do following a promotion) and are more responsive to new ideas, new partners and approaches...

However, many marketers are missing a trick by not actively targeting these individuals shortly after their promotion. With some clever outreach and messaging, you can position yourself and your offering as an ideal partner to help them make the most of their new role.

Here are three tips to help you target newly promoted B2B buyers:

Start with the right messaging

Rather than your standard marketing spiel, craft a personalized message that speaks to the priorities of someone in their new position. Mention their new job title by name and offer your congrats. Then discuss how your product or service can help them achieve their goals in their new capacity. For example:

"Congratulations on your promotion to HR Director! At ABC Company, we offer specialist solutions to help new HR leads boost employee engagement inside 90 days. "

Focus on their new role and the challenges that come with it

Your prospect has worked hard to earn their promotion, and this comes with a whole set of new challenges and areas of responsibilities. So, don't just talk about your product – discuss the challenges they’ll be facing in their new role.

Newly promoted buyers are eager to make a quick impact, they need solutions to help them do this, so showing you understand their situation and can help goes a long way.

Follow up regularly

New priorities and challenges arise quickly for these buyers. Send relevant content, insights and offers on a weekly or bi-weekly basis for the first 3 months to remain top of mind as a helpful resource partner.

By targeting newly promoted B2B buyers with tailored outreach and helpful follow up, you can turn these often overlooked individuals into some of your hottest leads.

Summary:

At the core, we're human beings selling and marketing to other human beings. While a promotion can lead to managing larger budgets, it will have also reinvigorated them, made them more forward-looking, and they’ll feel valued and recognised.

At Honch we call these pivotal career moments buying signals. They're early indications of a change that can impact their ability (or desire) to implement new initiatives or engage with new suppliers.

Tracking these, but more importantly reacting to them intelligently, allows you to channel your marketing and sales outreach to an audience that is going to be more engaged, achieving results you didn't think possible.

Try it out yourself?

If you’re ready to give signal-based selling a proper go, get in touch and we’d gladly provide you with some sample data to try it out yourself. I promise, the results will speak for themselves!