Offer > Channel fit

Marketers talk a lot about product market fit. They’re converting inbound leads through referrals but not from cold either through ads, email or social media.

Offer > Channel fit is more important in both testing and getting leads quicker.

Take 2 scenarios:

Scenario A: A marketing manager researches a list of 2000 prospects and sends a cold email they’ve written using a cold email template they found online.

1. For the first 500 emails the response rate is 30% but there are no replies, and there was some curiosity from the prospects who opened it.
2. The marketing manager makes some tweaks to the copy and sends another 500 and is left baffled as they only get one reply that isn’t interested.

Reason: There wasn’t an offer included so the prospect had no reason to respond.

Scenario B: A marketing manager has a list of 1000 companies and decision makers.

1. They segment the 1000 companies in 2-4 sub-segments by job title or sub-industry e.g instead of B2B SaaS, they choose B2B SaaS > Accounting or B2B SaaS > Small business CRM.
2. Them they create an offer per sub segment with what benefit it will provide the prospect immediately, rather than post discovery call.
3. A response rate from one of the sub-segments then gives them some indication of where they have potential to research and add more leads to that campaign. Little or no response from one of the sub-segment campaigns lets them know they need to improve the offer.

Reason: This immediately creates trust and builds up value before a call is booked.

What a (non-existent) Offer!

Most B2B companies depending on the businesses stage, have grown either through founder led sales or through a strong existing network from people they’ve worked with over the years.