We confirm specific archetypal prospects that we can reach best within existing networks now. We validate those targets and, in the same process, unearth new ones. We then directly contribute to new prospects beyond current company targets.
This approach means ensuring that one client leads to more clients with more desirable characteristics (tracked, ideally, via the CRM). As we validate the persona that we can best reach, we generalize and systematize tactics/processes to lower CAC.
This breaks down into three concrete steps in an iterative loop -
Identify specific individual prospects (based on current customers and prospect flow)
Research these clusters of prospects monthly online, and engage them directly and in partnership with the business’ closers
Efficiently develop owned and earned content that is shared directly and via social media and tailored to bring these specific prospects into the funnel for closers