In the book “Getting to VITO (The Very Important Top Officer)“, Anthony Parinello describes the 10 steps to get the attention of key decision makers.
Awhile back, I created a demand generation campaign to get the attention of 50 decision makers at 50 insurance companies.
Here is what I did [view here]:
- I called the 50 top property and casualty insurance companies in the US and recorded what the caller experience sounded like. As you can imagine, many of these were pretty bad.
- I posted all 50 recordings on a landing page, and sent the link to 50 VITOs at 50 companies.
- I watched the fireworks as these CEOs and VPs clicked — first on their own recordings, then on their competitors recordings.
- Once I knew who their top competitors were, the inside sales team sent emails and made phone follow-ups: “you want to sound better than X and Y, don’t you?”
Once we qualified out some of the smaller accounts, we booked more than a dozen meetings with insurance companies in North America.
Let’s hear it for VITO!