Published on March 2, 2016
1. Targeted Business Development Applied Marketing
2. 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
3. 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
4. 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
5. 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
6. 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
7. 5. MEASURE RESULTS Use Your CRM Reporting Campaigns and Activities Sources of Leads Best Performing Industries and Markets When to Measure Make Adjustments
8. ANTICIPATED RESULTS Decisions Qualified Leads Opportunities Wins
9. 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
10. Applied Marketing Leigh Ann Howe 317.848.2075 firstname.lastname@example.org
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