It’s not often that I write about non-technical subjects. This topic, though, continues to rear its ugly head with the onslaught of automated, shallow pitches that I receive via LinkedIn and email. Throughout the years, I’ve worked with some amazing sales coaches, business development representatives (BDRs), and some of the worst. There’s a distinct difference in the success of the two:

Successful B2B lead generation and outreach involve strong interpersonal skills and a strategic, empathetic approach. While technology is often central to sales and marketing processes, these fundamentals focus on human connection, active listening, and delivering real value. Here’s a guide on best practices for conducting effective B2B outreach that avoids tech-heavy methods and embraces genuine, relationship-focused tactics.

1. Conduct Thorough Research
2. Listen More Than You Speak
3. Provide Real Value
4. Focus on Tone and Inflection
5. Practice Patience and Avoid Aggression
6. Follow Up Thoughtfully and Consistently
7. Always Be Grateful and Humble

Understanding your prospect’s business, their industry, and the challenges they face is crucial. Before reaching out:

Investing research time demonstrates your interest and respect and helps you approach the conversation with relevant insights. When prospects see that you understand their world, they’re far more likely to engage.

In outreach conversations, you must listen carefully to your prospects to understand their needs and goals. While listening:

Active listening builds trust. When people feel heard, they’re more likely to open up and share valuable information that can help you tailor your solutions.

Providing value in your outreach involves positioning yourself as a resource rather than a salesperson. To deliver value effectively:

Providing value creates goodwill and positions you as a thought leader. Even if they aren’t ready to buy, they may remember you when the timing is right.

The way you communicate has a lasting impact. Prospects pick up on your tone, attitude, and sincerity, whether emailing or speaking over the phone. To communicate effectively:

Remember, you’re talking to busy people, and taking time to communicate with them should be a rewarding, helpful experience for them.

Aggressive or overly persistent outreach can quickly turn off a prospect. Instead, approach B2B outreach with patience and respect for their decision-making process:

Respecting their boundaries creates a more favorable impression, and you may even find them returning to you when the timing is right.

Consistent follow-up is essential, but it should continue your initial outreach rather than an imposition. Thoughtful follow-ups can include:

Following up thoughtfully shows that you’re genuinely invested in the relationship. You maintain a connection that could yield results later by consistently staying in touch without overdoing it.

Gratitude and humility go a long way in B2B outreach. Remember, the person you’re speaking with likely has a packed schedule and multiple responsibilities. To show your appreciation:

Gratitude and humility are essential for creating long-term business relationships. By showing appreciation for their time and expertise, you become more than just another salesperson; you become a trusted resource and partner.

Building relationships is at the heart of B2B outreach. By focusing on these skills and approaches, you lay the groundwork for valuable, lasting connections that go beyond sales and contribute to genuine business success.

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Originally Published on Martech Zone: Human-Centric B2B Outreach: 7 Techniques for Meaningful Engagement and Lead Generation