For businesses relying on outbound direct marketing, the challenge often lies in breaking through the noise and ensuring messages don’t end up being ignored or thrown in the bin. The circle of influence is a strategic approach to outreach and enhances the effectiveness of direct campaigns. It uses the internal network within a target organisation.
This method increases engagement and maximises the likelihood of a meaningful conversation with the right decision-maker.
The problem with traditional outreach
In conventional outbound marketing, a company contacts a single decision-maker in a target organisation, hoping they’ll take action. Reality, however, often tells a different story:
- A letter gets set aside, forgotten and eventually discarded
- An email gets ignored
- Calls go unanswered or blocked by gatekeepers
- The recipient may intend to take action but never follows through
This is where the circle of influence concept comes in – by reaching multiple individuals within the organisation instead of just one.
How the circle of influence works
Instead of focusing solely on the primary contact, this strategy involves reaching out to several individuals surrounding your desired contact. If the goal is to speak with the Operations Director, for example, the campaign might also include the Managing Director; the Finance Director; the Sales Director or other relevant decision-makers in the company.
Each of these individuals receives a tailored message, subtly reinforcing the key offer. The secondary contacts may not be the direct decision-makers, but they play a crucial role in forwarding the request to the right person.
Two main reasons why this works:
- Creates an internal buzz – When multiple people within the same company receive a letter, it sparks conversations. Recipients may ask each other if they got the letter too. This informal discussion makes the outreach harder to ignore.
- Enhances credibility – By the time the main contact receives the outreach, they may have heard about it from their colleagues. If several people in their company acknowledge that a conversation should happen, they’re more inclined to engage.
The circle of influence and lumpy mail: A winning combination
To improve this strategy, lumpy mail can be added into the mix. Lumpy mail refers to sending a physical package or item (such as a branded pen, a teabag or a small gift) along with the letter to get attention. The envelope containing the item is no longer flat, it’s lumpy. This increases the likelihood of the recipient noticing, opening and engaging with the message.
By using circle of influence along with lumpy mail, the campaign creates a two-fold impact:
- Physical items capture attention, making it harder for recipients to ignore
- Multiple contacts within the company reinforce the message, ensuring that the outreach doesn’t get dismissed outright
Executing an effective circle of influence campaign
- Identify the core target – determine the primary decision-maker you want to reach
- Map out their circle of influence – list out relevant stakeholders within the same company who might influence the decision
- Craft a consistent message – ensure that all recipients receive a similar but slightly tailored message, keeping the core value proposition intact
- Send the outreach – use lumpy mail where possible to enhance engagement
- Follow up – ensure your call supports the core value proposition,
The circle of influence in telemarketing
Applying the circle of influence concept to telemarketing also enhances the effectiveness of outbound calls. Rather than directly targeting the primary decision-maker, reaching out to their surrounding contacts first increases engagement and credibility.
When calling, start with easier-to-reach contacts and ask, ‘Who’s the best person to speak to about this?’ They’ll often direct you to the right decision-maker. When you finally reach the target contact, referencing their colleagues strengthens your credibility – ‘Bob and Angela both suggested I speak with you.’ It makes them more likely to listen.
This approach not only bypasses gatekeepers but also makes sure the decision-maker has already heard about the enquiry, reducing resistance and improving response rates.
The power of strategic outreach
For companies that are still building their inbound marketing presence, outbound strategies remain critical. While inbound marketing takes time to develop, the circle of influence provides a smarter way to engage high-value prospects now.
Rather than relying on a single contact, this approach means that messages circulate internally, increasing credibility, visibility and response rates. When executed well, it transforms outbound marketing from a shot in the dark into a strategic engagement tool. This leads to better conversions and stronger relationships.
If your outbound marketing isn’t generating the responses you need, consider using the circle of influence. A well-placed network effect within a target organisation could be the key to unlocking new opportunities.
Like to know how the circle of influence can grow your business? Contact Bill for a complimentary 30-minute chat to find out more.
