It took a decade of failed attempts for the greeks to finally understand how to win the Trojan War. They realised that by presenting them with a gift (The Trojan Horse) they were able to gain entry into the city of troy where they had been unsuccessful before. And thus win the war. Similar to this a lot of companies want meetings and naturally your focus is to send out messages to your prospects explaining why they should have a meeting. This ends up being a difficult uphill battle because there is no value on the front end.Little to no results are seen. Why? You are asking your prospect to take the risk of spending time in a meeting to understand how they are going to benefit from your product AND they will need to make a purchase. Whereas if you provide a way for your prospect to see a reward IRRELEVANT of purchase or meeting, you find that you are able to garner far more attention. If you have your prospects attention and successfully deliver value? Much like the trojan horse this is welcomed with open arms. From there it is FAR easier to book a meeting and as a result generate more revenue from your marketing and sales initiatives.

@Artur Kasza glad to have you part of the group. Check out this video and use this ICP map to start putting together your target audience. If you want some help to get the creative juices flowing. Octave will read your website and breakdown your target audience. Check it out here