Business Development Programs for Solution Providers
EEA’s ESM marketing group can develop completely customized multi-media campaigns for clients to help maximize business development opportunities in the most measurable way possible. Services include:
- Developing a precise database of top management at targeted accounts, including email and phone numbers.
- Creating monthly newsletters delivered via email, digital, print and social media to targeted audiences, including prospects and clients.
- Creating specialized seminars and interactive sessions for clients and prospects to build relationships.
- Orchestrating effective telephone contacts.
- Providing precise ROI based on the list targeted.
We can provide support for or help organizations implement the most effective, measurable business development programs. Here’s an overview of our approach:
Business Development Objectives
- Identify and build relationships with the people most likely to buy.
- Increase receptivity of prospects to receive your calls and communications.
- Increase the chances that your company is contacted when organizations are seeking solutions.
- Provide ammunition for your sales team and client advocates to sell your services to final decision-makers.
- Make business development as measurable as possible.
Premises for This Approach
- Both traditional and web advertising and marketing programs are expensive and difficult to measure.
- Many businesses sell to a relatively rarefied number of customers and potential contacts within companies.
- People prefer to buy from people and organizations they trust.
- Information published by a company builds more trust when affiliated with an independent source.
- The secret to success in today’s marketplace: Help–don’t sell!
- Today, the key opportunity is to develop branded content that gets shared and effectively endorsed.
10 Steps to Success
- Develop a Concise Content Strategy. Identify what specific type of information will help your clients: How-to info? Research? Case Studies? Trends? Surveys? Games? Determine the appropriate media for the message and audience (i.e., e-mail, social media, webinar, face-to-face, video, etc.).
- Build a Meaningful Database. It should be comprised of all the contacts of your salespeople, all names developed at trade shows or through any other means, and the top prospects you wish to target over the long term, built through publicly available sources. This database also includes your Facebook, LinkedIn, Twitter, Pinterest and other communities.
- Continually Maintain the Database. Make sure that your salespeople and marketing team are continually updating the database with additions from prospecting, trade shows, call-ins, etc., and that the names are drawn directly from your CRM platform. If possible, set up the CRM platform to track communications sent per name. Continually populate your social media with useful content, per below, and encourage your people to share with their networks.
- Engage Your Sales Force. Make sure your entire team understands the program, receives copies of all communications with links to easily share the content, and are trained on how to integrate it into presentations.
- Have a Central Point for All Inquiries. Make sure all inquiries go to a single person’s phone and email, and that a live person answers whenever possible to identify the source of the call-in business and track that prospect over time to make sure you know what happens.
- Identify Appropriate Content Partners. Participate in content sponsorships offered by targeted media or associations enabling you to author content co-marketed by an independent group.
- Create a Tool to Engage Clients. Consider a survey or game on your website that brings your company’s value proposition to life in a compelling way.
- Make Sure Each Prospect is Personally Contacted by Phone. Even though it has become difficult to reach new prospects by phone, a professional voice message can help your other communications stand out.
- Implement the Plan. Put someone inside or outside your organization in charge of making sure there is a “touch-a-month” pushed out via all of your email and social media platforms.
- Measure the Results. Track new business against the original database, inbound calls and other sources. Count the number of people who contact your organization and what happens. Count how many people use the engagement tool, access content or open emails. How many of those who participated in any of these activities became customers? From this you can determine a cost-per-qualified-lead and a cost-per-customer-acquisition.