I found that the first step in the ladder really stood out to me: Find Prospects and Pull Them In. Raphel and Raphel write “Start by asking yourself, ‘Where do most of my current customers live?’ More likely than not, that’s where your prospects live.” You would think that this doesn’t really translate to B2B marketing, after all you probably won’t being buying a database of households in a zip code for a direct mail campaign but this theory can be applied to your business. Think of it as “What do my customers have in common?” because my prospects probably share those characteristics. It could be geography but more likely it is industry, revenue range or employee size.

By evaluating your customer wins, you can build a profile of your perfect customer to help you target new prospects. Warning, shameless ReachForce plug: We at ReachForce are offering free customer wins analytics through the Appexchange. All you salesforce.com users can log in using your salesforce account to see a profile of where you are winning in the market and see how many more companies are out there that match that profile.