Stop Wasting Your Marketing Dollars! Here’s How to Improve Your B2B Targeting

As a heavy equipment dealer, you want to go after all the business that you can. The problem is that you don’t have unlimited resources, so you have to be careful about which prospects you target and which ones you don’t. If you find yourself struggling to convert certain leads, who on paper are a perfect customer for your business, then the issue might not be anything that you have control over. It could simply be the distance that they are located from you, because how far the customer is from your location matters.

The distance for your geographic market is one of the most important key metrics that equipment dealers and other brick-and-mortar businesses have to consider. It tells you the maximum distance that customers are generally willing to travel to work with you. For most dealers, that distance is about 50 – 60 miles in more rural areas and 10 – 20 miles in cities. Beyond that range, it either takes too long for your field service team to respond when equipment goes down or there are many closer options, so customers will try to find a dealer who isn’t so far away.

Why distance for geographic market matters for your b2b targeting

For equipment dealers, distance for geographic market is a crucial key metric, because if your marketing and b2b targeting strategies are going after people outside that range, then you are wasting your money. The companies beyond that 60 miles are extremely unlikely to work with you, no matter how much you go after them with emails, ads, or cold calling. In order to use your resources as effectively as possible, your b2b targeting should be focusing solely on those businesses within the 60 mile range.

Rather than spreading your efforts too thin, use geographic market insights to zero in on the people most likely to say yes. Concentrating your time, budget, and energy on leads within your true service area will increase efficiency and improve sales and marketing results.

How to target your geographic market

You can’t change where you’re located or how far customers are willing to travel, but you can understand what your potential market is and who to target. At Winsby, we provide a market analysis that helps guide your strategy and keep you from wasting time and money on people who are unlikely to work with you anyway.

Once you understand your geographic limits and who’s within them, the next step of b2b targeting is to contact potential customers. At Winsby, we implement a triple strategy for our clients to help them connect with more prospects:

First, we identify your target industries and companies: We analyze your current customer list, then we find new companies that look similar to the ones you are doing business with and are within the correct distance from you.

Next, we call: Our team calls through the list of companies that we generated, offers to send them information about your company, including any specials you have, and we ask if we can add their email to your b2b email marketing list.

Then, we send them regular emails: B2b email marketing is one of the most effective tools that equipment dealers have at their disposal. Regularly sending out messages reminds customers what products and services you provide, how you solve their challenges, and why they should work with you instead of the competition. At Winsby, the people receiving our clients’ emails typically purchase two to three times more often than those who don’t receive them.

Our team can help you identify your distance for geographic market, find companies within that range who are likely to work with you, and then implement calling, b2b email marketing, and key metrics programs to convert them into customers. Do you want to see how the process would look for your business? Contact us today!