Understanding Your Local B2B Audience

Natalie Perkov
Jan 22
2 min read

Once you have identified the key decision-makers within local businesses or companies, the next step is to use the data effectively. This process involves organising your findings and crafting a strategy that resonates with the specific needs of these decision-makers. Below are the key steps to take after identifying these key individuals:

Identifying Key Decision-Makers

Organise Your Data

Use a CRM (even a detailed spreadsheet or project management tool can work), to store key details about the decision-makers you’ve found, including names, job titles, and contact info. Segment them by industry, company size, or department to create targeted messaging for each group.

Organisational Hierarchy Analysis: Examine the company's structure to pinpoint individuals with decision-making authority. In small businesses, owners or managers often hold this role, while in larger organisations, department heads or executives may be the primary contacts.

Professional Networking Platforms: Utilise platforms like LinkedIn to research and identify individuals in positions of authority within target companies. Job titles such as 'Manager,' 'Director,' 'VP,' or 'Chief Officer' can indicate key decision-makers.

Industry Events and Local Business Directories: Attend local industry events, seminars, and workshops to network with business leaders. Additionally, consult local business directories and chambers of commerce for information on company leadership.

Leveraging Insights to Tailor Messaging

Address Pain Points

Research industry challenges and align your offerings with solutions to those problems. For example, if targeting a CFO, emphasise how your product can help reduce costs or improve ROI.

Personalise Communication

Personalise your messaging by referencing the decision-maker’s name, company, and specific needs. Tailor your content to show how your solution directly addresses their goals, making your message more relevant and engaging.

Showcase Value

Highlight how your product benefits their specific role. For example, a Marketing Director might care more about customer engagement, while a CFO focuses on cost savings. Quantify the impact of your solution to make the value clear.

Choose Effective Channels

Use the communication channels that align with their preferences, whether it’s email, phone calls, or LinkedIn. Being consistent in your follow-ups will keep you on their radar without overwhelming them.

Build Credibility

Use testimonials, case studies, and industry insights to build trust. Share relevant success stories to demonstrate how your solution works for similar businesses.

At The Majors Agency, we help businesses connect with their key market decision-makers and craft messages that drive results, growth and performance of your campaigns.