So You’ve Built a CRM, Now What?
What to Do Now: Build Content That Resonates
Vague content doesn’t convert – it gets ignored. If you want people to take action, you need to speak to them like you already know them. Because you do.
Go back to your ideal customer profile. What are they trying to solve? What are they worried about? What language do they respond to? Your content should feel like it was made just for them and reflect the goals they actually care about.
Buzz words are more like mosquitos in the ear than anything else. Skip the overused jargon like “streamline efficiency” or “unlock your full potential.” These don’t mean anything to your customers, and they don’t build trust in your brand. You need to be specific, simple and direct, and tie your message back to how you solve real problems for real customers.
❌“We help businesses improve operations through cutting-edge solutions”
✅ “We help HVAC service teams cut dispatch time by 40% – so they can take on more jobs without burning out their staff.”
The first line could be for anyone. The second is for someone.
Your content should be action-oriented. You want whoever sees it to do something with it. That could be downloading a guide, scheduling a call, or sharing with a colleague, but your content should always lead someone to do something somewhere.
Strong content is focused content. It should do three things:
Show you understand the customer
Prove you can help them
Invite them to take a next step
When you write with clarity, you don’t just sound better, you convert faster.
Wrap It Into a Marketing Strategy
Targeting the right people with the right message is only part of the equation. To drive results, you need to show up in the right places consistently and with purpose.
This is where a comprehensive marketing strategy comes in. When you connect targeting, content, and channel delivery into one cohesive approach, you stop throwing tactics at the wall and start building real momentum. Move away from a siloed monthly newsletter, a few generic ad campaigns, and cookie cutter social media posts, and use a strategy that builds a brand your customers recognize and trust.
A strong B2B strategy doesn’t rely on just one platform. Your customers bounce between LinkedIn, their inbox, your website, and real-world interactions. The goal is to show up consistently across these touchpoints with messaging that reinforces the same value.
An example of the type of funnel you want to build:
A prospective customer sees a helpful LinkedIn post.
They click through to your site and download a guide.
Two days later, they get a retargeting ad that highlights a case study.
They mention it to a colleague. Because this colleague is in your targeted personas, they get a direct mail piece.
Now you’re top of mind in the next buying meeting.
It’s not about being everywhere. It’s about being relevant any time you show up.
A case study:
A regional logistics company we worked with wanted to break into a new vertical. They had strong service capabilities but lacked brand recognition. We helped them define their highest-value target segment, built messaging around the unique problems that segment faced, and distributed that message through a combination of LinkedIn ads, a sales nurture email series, and industry-specific landing pages.
The result? A 42% increase in demo requests from companies in their target vertical—with no increase in total ad spend.
When your strategy is aligned, you don’t have to shout louder. You just have to say the right thing to the right people in the right place.
Mistakes to Avoid
Even with the right strategy, it’s easy to make a few mistakes. Here are some common traps we see (and how to avoid them).
Targeting Too Broad or Too Narrow
Go too broad and you’re wasting time chasing people who were never a fit. Too narrow and you risk missing potential buyers who don’t match your filters but still need your solution. Strike the balance – focused but flexible to capture people at the edges of your ideal profile.
Making Assumptions Without Validation
Gut instincts only get you so far. Relying on your own perspective or outdated data is a fast way to miss the mark. You need to talk to your customers frequently and review your current sales data to make sure your targeting is fresh. Validate what your customers care about and how it’s changed before you build your content strategy around it.
Letting Technology Drive the Strategy
Software is here to make execution easier, not replace strategic decision making. Don’t fall into the trap of being too reliant on default settings in your ad platform or the latest AI enhancement. You know your business goals better and need to strategize around them.
Working With Bad Data
A data driven approach is only as good as the data you’re using. Clean your data regularly, remove inactive records, and keep everything organized so you’re best prepared to make strong decisions that reflect your current business needs.
Next Steps
Most marketing waste doesn’t come from lack of effort, it comes from lack of focus. You don’t need more platforms, posts, or meetings. You need sharper targeting, clearer messaging, and a strategy that aligns with how your best customers actually buy.
So here’s the question: What would change in your business if every lead that came through the door was a qualified one? That’s what hyper-precision targeting unlocks.
If you’re ready to take it further and want help building a focused, effective strategy, we’d love to talk.