B2B Leads to Watch in H2: Who to Target in 2018

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 (how did we get here already?!), 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. Hello, delicious opportunity!
• Automotive agency specialists, pay attention! We’ve got some dynamite 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 — look sharp and get on it.
• This omnichannel home design icon is up for grabs! Moodboard your sales pitch and get ready to wow the new CMO.
• Contact information, galore! We’re not just naming names, we’re also hyperlinking to LinkedIn pages, available email information and more. Remember what we said about doing the legwork?!
• 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?

We know what you’re thinking: leads are great, but only if they’re based on genuine interest and need. We agree! 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? Fair question! When deciding who to highlight in our CMO eBook, we considered a variety of factors, including:

• CMO Shifts: As it’s the subject of the CMO eBook, it won’t come as a surprise that CMO changes are a huge indicator of relationships 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 his/her 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, though, vulnerability escalates, meaning opportunity for new agencies to step in and shake things up. 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 — everyone likes to make their mark!
• Brand News: If you use our WinmoEdge tool, you’re familiar with the predictive sales intelligence we’re delivering on a daily basis. In the case of our CMO eBook, we’re also using it! 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 as you can see, we put some rigor behind our suggestions. Plus, this isn’t our first rodeo! Back in January, we put together a similar eBook highlighting H1 opportunities, in February, we shared this 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. But first, motivation! To go along with our six CMOs, we’re sharing six prospecting tips to kickstart your sales process.

1. Perfect Timing: Ya know how people say, there’s no such thing as perfect timing? That’s actually not true in the case of prospecting. 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. Also of note: 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: This will come as a no surprise, but 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,” says Hubspot. We recommend switching it up when reaching out to any of the six CMOs featured in our eBook!
3. Everyone Loves Previews: And not just at the movies! In this case, we’re talking about email previews. CMOs are busy people, meaning meetings, travel, and lots of time logged on mobile. Why not target that medium with the right email preview? In concert with a dynamic subject, you can pose a question and offer a solution before your prospect has even opened his/her email app. Bottom line: Use this prime real estate to reinforce your value!
4. Know Your Stuff: It seems unlikely that a decision maker will actually pick up the phone, should you call — but just in case, 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 — it’s a game changer, and we’re not just saying that.
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. Back in 2017, we asked our agency growth expert, Matt Chollet, “What’s the single most important thing in a new business pitch?” His answer: “I typically fall back on making sure that only your best presenters are in the room. That doesn’t always mean that the agency principals have to be there. I’ve seen some awful speaking principals that are incredibly creative, but they get into a pitch or boardroom and are just not good communicators.” Bottom line: People buy from people they like, so bring the best!
6. Solve For X: At the end of the day, 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. You already know that there isn’t a magic sauce when it comes to sales, so don’t force it!

Now that we’ve covered absolutely everything, go get ‘em! Download the eBook, get in the platform and flesh out that background detail, and walk confidently into H2.