Interactive Marketing ~ business development process (selling steps included!)
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This is an ever evolving - but simple Business Development/SALES Process. The Process is utilized while creating business opportunities within the Interactive Media/Marketing Landscape (i.e. websites, web applications, internet marketing, social media, ETC. ) As you will see, it’s short - but informative! Also, be cognizant to the overlapping of certain content items throughout - only because several slides have variables that may touch each other @ different times during the Process because they’re ALL intertwined & coming from the same source – CENTERED Business Development Plan - to make it work!
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Interactive Marketing ~ business development process (selling steps included!)
- 1. Sales/Business Development Process ~ with Interactive Marketing... This is an ever evolving - but simple Business Development Process. The Process is utilized while creating business opportunities within the Interactive Media/Marketing Landscape (i.e. websites, web applications, internet marketing, social media, ETC. ) As you will see, it’s short - but informative! Also, be cognizant to the overlapping of certain content items throughout - only because several slides have variables that may touch each other @ different times during the Process because they are ALL intertwined & coming from the same source – a CENTERED Business Development Plan, to make it work! Lastly, try not to get lost in the Lead Generation section – I always do! (too much, but still not enough) The actual biz dev PROCESS starts on Slide #7, named: “The SALES Process begins with…Lead Qualification” Again, if not in the mood for any interference with the initial entry points from lead capture & Lead Generation then go to slide #7 to start. ty !
- 2. Lead Generation ● Prospect & Customer-List-Management (Where’s the Master List of contacts, and how are they tracked for follow-up?) ○ CRM in Place ■ Open source program “of the day” or not? Solutions are there for the Enterprise, Mid-size, etc.; depending on your Company’s specifications LIST & Criteria. Mobile management is huge! these days for managing sales contacts & Contracts. Please understand I’m NOT endorsing any of these Solutions, but I am reinforcing the actual NEED to Campaign, Update, TRACK & Follow-up. ■ Zoho ■ SugarCRM ■ salesforce (SFDC) ■ Microsoft Dynamics, Nimble, Salesnet, Pipeliner, Oracle-FusionCRM, Goldmine, etc. ○ Procure qualified contact list ■ InfoGroup. InfoUSA, salesforce, D&B - Hoovers, etc. (some of these Company resources are inter-related) ● Contact List selection based on Companies Gross Sales Revenues & Market Segment ● 2 primary contact people per Company with correct standard info ○ Names ○ Phone ○ Email ○ website ○ Ongoing Contact List "Accumulation" ■ Website traffic & Social Media CHANNELS ■ Business Intelligence & Analytics ■ ALL quasi-normal request, call-backs, referrals, networking, seminars, Speaking engagements, etc.
- 3. Lead Generation (2nd page - Continued) ● Strategic Marketing Campaigns ○ PPC, SEO, SEM, SMM, vSEO, vSEM, email Campaigns, pick-up the PHONE, etc. ● Warm Calls ○ Strategically set-up meetings that have significant Potential for Our niched SERVICES… ● Market Segmentation – select segments of choice & company size b4 Lead Process initiated ○ Enterprise Prospects by Market & Size ( i.e. Fortune 50, 100, 500, 1000– ETC.) ■ Always be Redefining & refining Enterprise Marketing Biz Plan to coincide with current Company's Business Plan and "niche" SERVICES offered. ■ Redefine Sales Plan with targeted/ quota numbers to be reached every Month, Quarter and Annually. (see Biz Development Plan) ■ Pick 3-5 hottest markets ■ Pick Top 50 list ■ Major Brands ■ Selection also based on "our" company's need for that type of REFERENCE/Brand/Segment ○ Mid-Size Companies by market segment ■ Selection Process by minimum to Maximum Gross Revenue ○ Smaller Companies by market segment ■ Minimum Gross Revenue (i.e. not targeting companies with less than 5mm GSR)
- 4. Lead Generation (3rd page - Continued) ● Networking ○ Social Media ■ SM Channels are recommended everyday for companies on how 2 utilize their effectiveness within niche business markets for success. And rightfully so - it’s proven and done. Ironically, - it’s not a favorite choice of mine for building ENTERPRISE level Contacts. However, SM needs to be in your bag at some level for biz EXPOSURE. So at the same time, let us reiterate… It is necessary and highly encouraged to demonstrate SM Channels viable effectiveness for Most ALL companies to increase communications & further increase REVENUES and Profits. “Practice What You Do, then - the Practice makes You better at what You’ve DONE - for next TIME.” Obviously, when your Company exemplifies & proves Itself by example, it’s PROVEN. ● Facebooks ● Linkedin’s ● Google + ● Pinterest ● Connected Communities & Groups ● Associations ○ Association Integration ■ Your Company “EXPERT” for Digital Media/ Marketing within selected Trade Association ■ Association Example: by Market segment - (MEDICAL) for “the EXPERT“ in our Company ● TMA: Texas Medical Association - with our Medical EXPERT "Interactive Marketing“ ○ Member ○ Keynote ○ Associate ○ Partnership/Preferred Partner List, etc. ● FPAdfw - Financial Planning Association Dallas Ft. Worth (2nd Association Example, etc.)
- 5. Lead Generation (4th page - Continued) ● TradeShows ○ Working Trade Show Process ■ Selecting which Market Segment in your already designated Prospect Group you will be at their trade-show visiting their Booth, then meet & greet! to start them in the Sales Process based on their NEEDS and our SOLUTIONS. ■ Pre-Plan, then PLAN for Results to attain GOALS for specific trade show schedules. ● Partnerships & Partnership Programs ○ Partnership Agreements ■ What % discount extended to the "new Customer“ referred by Partner? ■ How much % paid to the Company/Consultant referring the “new client” upon Close? ■ Referral Partner Company has choice to give % to their favorite Charity! ■ Referrals – WOM. “Thank you, we’ll reciprocate when appropriate.” ■ Finders Fee amounts? ■ Flat-out WOM ○ Partnership Outsourcing ■ White Labels – companies that resell our Services ● Ad Agencies ● Website Development ● e-Commerce ● IT Companies
- 6. Lead Generation (5th page -Continued) ● Partnerships & Partnership Programs (Topic Category Continued) ○ B2B Market Segment Partners ■ Preferred Partnered List, a.k.a. - PPL (i.e. Agencies) ■ Media Agencies, Ad Agencies, Boutiques, Publications, PR Companies, etc. - PPL ■ Web Design & Web Development Companies - PPL ■ eCommerce - PPL ■ IT Companies - PPL ■ Software Companies - PPL ○ Medical Software ● Practice Management ● EMR/EHR ● Electronic Claims processing ○ Financial Planning Software ● Professional Money Management ● Retirement ● Retirement Strategies ● Retirement Income Solutions ● Education Planning ● Estate Conservation ● Insurance and Annuity Products
- 7. SALES Process begins with… “Lead Qualification” ● Business Analysis ○ Question and answers ? ■ Actively LISTEN and interject when appropriate ■ Immediately understanding Company’s past performance issues with poor, fair, good RESULTS; then demonstrating proven Solutions to acquire desired OUTCOMES. ■ Knowing and Asking the right questions enables the WHOLE Process to move forward or NOT, but when it does progress forward - the next steps provide an extremely high probability for conversion-close. ● Website: quick demonstration -walkthroughs ? ○ Their Website ■ On-the-fly, go over their website to point out areas for improvement. ○ Website demo/ours ■ Quickly show some right ways of doing websites & internet marketing plans with testimonials, case studies, ROI Reports – “proven RESULTS” and MORE...
- 8. Preparation STEPS in working the “DEAL” ● Prepare website analysis ○ Existing examples will be used based on market segments when applicable ● Prepare website marketing analysis ○ Existing examples will be used based on market segments when applicable ● Prepare competitive analysis ○ Existing examples will be used based on market segments when applicable ● Prepare Pre--sitemap ○ Existing examples will be used based on market segments when applicable ● Prepare Pre--Project Plan ○ Existing examples will be used based on market segments when applicable ● Prepare Quote/SCOPE/Contract ○ Existing packages can be utilized to formulate customized Quotes
- 9. Presentation - conclusion... ● Presentation is Outlined/tested & ready for meeting ○ Demonstration/Present in Person or Screen-Share – * both work; depending on each situation and abilities. While going through Presentation, this ordered list of proof points and future deliverables helps set realistic expectations and makes a smooth transition for – their “Company” to comprehend the EASE of GETTING started reaping increased Features, Benefits & REVENUES. ■ Business Analysis ■ Website Marketing Analysis ■ Competitive Analysis ■ CMS demo ■ SiteMap ■ Pre--Project Plan ■ Quote/SCOPE/Contract ● Agreement Acceptance – CLOSE sidebar comment: Every single deal is different in some way, and so are We ��� make it your own & have fun doing it !!