Avoid one-size-fits-all messaging

Group your prospects and customers by similar industries, company sizes, applications or job functions. Then tailor the messages to address each group accordingly. For example, use jargon that demonstrates a familiarity with their industry. Address a specific problem that is widespread in companies their size. Make relevant offers that address their unique application for your products or services. Use testimonials from others with similar job functions. These tailored messages will increase the number of sales-ready leads generated.