wedn learn and lead 2016 leigh howe targeted business development
TRANSCRIPT
Targeted Business Development
Applied Marketing
BUSINESS DEVELOPMENT STEPS
1. Establish targeting strategies
2. Research and identify the best targets
3. Qualify the targets identified
4. Develop the opportunities
5. Measure the results
1. ESTABLISH TARGETING STRATEGIES
Set Realistic Objectives Time Resources
Focus on Your Best Targets Target industries Target markets Types of companies Site selectors
Decide the Best Avenues for Lead Generation Campaigns Marketing trips Trade shows and conferences
2. RESEARCH AND IDENTIFY TARGETS
Do Your Homework
Identify Companies Create a target profile Look for active companies Consider the geographic footprint Information resources
Identify Contacts What titles are best Information resources Email addresses
3. QUALIFY TARGETS
Have Dedicated, Scheduled Time and Resources
Have a Written Campaign Guide Know the main points to get attention, customize as needed Have your voicemail message ready Engage admin assistants Use both phone and email Always ask a parting question
Be Persistent Try several doors Try multiple levels Try different messages Try different voices
4. DEVELOP OPPORTUNITIES
Keeping Track Use a CRM Make sure to record statuses Use it religiously
Managing the Pipeline Stages of qualified leads Nurturing opportunities Staying in touch Timing is everything
5. MEASURE RESULTS
Use Your CRM Reporting
Campaigns and Activities
Sources of Leads
Best Performing Industries and Markets
When to Measure
Make Adjustments
ANTICIPATED RESULTS
Decisions
Qualified Leads
Opportunities
Wins
CHALLENGES
Marketing versus business development
Finding the time and resources
Where are the best opportunities?
Staying focused on targets, and not chasing everything
Keep good, consistent records
Living with your opportunities
Measuring the efforts and outcomes
