B2B Leads to Watch in H2: Who to Target in 2018
The Winmo eBook "CMOs to Watch: H2" identifies six newly appointed CMOs from H1 2018 across major sectors like restaurants, automotive, fashion, and home design who are likely to initiate agency and media reviews in the second half of 2018, providing detailed contact info and insights on current agency relationships to help marketers strategically target these high-potential B2B leads.
So you’re looking for B2B leads to target in H2.
Good news — you’ve come to the right place! As we dive into the second half of 2018, it’s crucial to make savvy decisions in which CMOs and brands to target. Luckily, we at Winmo have done the lead generation legwork and can report that there are some big names likely up for agency review soon!
In our new eBook, CMOs to Watch: H2, we’ve identified six CMOs appointed in H1 that have yet to launch agency and media relationship reviews. These decision makers are poised to evaluate strategy and shake things up, so be sure to download the eBook and get on the horn before these exciting pieces of new business are scooped up.
Some eBook highlights:
- Three major restaurant chains are poised for agency review.
- Automotive agency specialists, pay attention! We’ve got insights into the vulnerabilities in one big car brand’s agency and media relationships.
- A fashion startup has a new CMO at the helm and could be ready to make a move.
- This omnichannel home design icon is up for grabs! Get ready to pitch to the new CMO.
- Contact information, galore! We’re not just naming names, we’re also hyperlinking to LinkedIn pages, available email information and more.
- Invaluable relationship information about current agencies and media relationships. Know your competition before you even walk in the room!
Methodology: How Have We Identified These B2B Leads?
Leads are great, but only if they’re based on genuine interest and need. That’s why we’ve used our tried-and-true methodology to identify the most significant potential contacts and clients for our loyal Winmo following.
If you’re in this business, you likely already know that a newly appointed CMO is a strong predictor of agency reviews. But maybe you’re also wondering, how have you narrowed the pool down to six CMOs? When deciding who to highlight in our CMO eBook, we considered a variety of factors, including:
- CMO Shifts: CMO changes are a huge indicator of relationship changes. Generally, we see significant AOR changes, spending decisions, and strategy shifts in the first 6-12 months of a new CMO tenure. If a CMO in their first year hasn’t made changes yet, they likely will — giving you the chance to get in before the brand is sending out RFPs.
- AOR Tenure: Agencies of record have a sweet spot — about 2.5 years — where they’re likely very safe. At that 2.5 to 3 year mark, vulnerability escalates, meaning opportunity for new agencies to step in. We track AOR relationships closely, and use this information to inform our vulnerability scores.
- Other Executive Changes: CMO appointments are often the smoking gun, but they’re usually not the only indicator of changes afoot. Any major change in a business leader, like a CEO, is likely to mean some kind of agency shakeup.
- Brand News: We watch brand news, spend decisions, PR ups and downs, and more, weighing brand trends into the agency-shift equation.
CMO spotting isn’t a perfect science, but we put rigor behind our suggestions. Back in January, we put together a similar eBook highlighting H1 opportunities, in February, we shared a list of brands to woo, and the list goes on — not to mention our 78% success rate when predicting agency change.
B2B Leads You Can Use: Your Next Steps
Information in hand, it’s time to make some moves. To go along with our six CMOs, we’re sharing six prospecting tips to kickstart your sales process.
- 1.Perfect Timing: According to InsideSales.com, the best time to email prospects is between 8:00 a.m. and 3:00 p.m., while the best time to cold call is between 4:00 p.m. and 5:00 p.m. Thursdays are your best prospecting day, while Tuesdays are the worst. Bottom line: Thursday at 4:15 p.m. seems like the ideal time to call!
- 2.Start Strong: Subject lines are key when reaching out to a prospect via email. You want your subject to be creative, compelling, and informative without giving too much away. Switch it up when reaching out to any of the six CMOs featured in our eBook!
- 3.Everyone Loves Previews: In this case, we’re talking about email previews. CMOs are busy people, so target that medium with the right email preview. Use this prime real estate to reinforce your value!
- 4.Know Your Stuff: It’s critical to be prepared. If you’re already a Winmo customer, use the database to get more background information on decision makers, relationships, spend, personality data, and more. If you’re new to Winmo, request a trial to see what it can do for your sales prospecting pipeline.
- 5.Only Bring Your A-Game: Should you get the chance to get into the room with one of the decision makers outlined in our eBook, only bring the best communicators. People buy from people they like, so bring the best!
- 6.Solve For X: You’re offering a solution to a new leader. Lead with your value, position yourself as clearly and concisely as possible, and remember that every conversation is an opportunity.
Now that we’ve covered everything, go get ‘em! Download the eBook, get in the platform and flesh out that background detail, and walk confidently into H2.
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