How to Win in Business Development

How to Win in Business Development

2010 DEALER MARKETING MEETING

Closed Loop Marketing


Our landscape has changed

Since 2008:

• More than 591 trade magazines have folded

• 105 newspapers have closed• 99% have reduced coverage, print runs

and distribution• 15,000+ newspaper jobs have been lost• Print ad sales have fallen 30%• 24 of the top 25 newspapers had

circulation declines between 7-23%


• Volume of information has grown • Information sources have increased• Velocity of information speeds up• Times and places to experience media enlarge• Attention to information expands and contracts• Immersive qualities of media are more compelling

(Video, Gaming, Augmented Reality, Animation, Infographics)

• Social networks are more important• More time spent on smartphones and tablets

The Changing Landscape of Media Consumption


The Change Agents


What is the New Normal? New landscape benefits brands

– Worldwide thirst for information and news– Changing role of traditional media– Personalities and social connections are ever

more important– Advances in technology– Reduced trust in business– 24/7 news cycle, immediate, global– Segmentation of messages, authentication of

sources– Rise in the importance of the news brand

2010 DEALER MARKETING MEETINGClosed Loop Marketing


46 hours & 53 minutes


• Lead Loss Rates:– 40-80% of leads/prospects lost in every step of the sales cycle

• Lack of process for handling immature prospects (~20%)• Poorly defined roles and processes (~10%)• Different sales and marketing systems (~15%)• Web, email, fax, phone (~10%)• Poor qualification (~20%)• Wrong territory assignment (~5%)• No control of how lead is sent (~8%)• No measurement system in place (~10%)• Limited lead acceptance and follow up (~20%)

– 70% of prospects are never contacted the first time

Database Management


Sales/Marketing Automation

Sales AutomationAccount Management

Opportunity MgmtForecasting

ActivitiesProposals

Quotes

Marketing AutomationPlan Campaign

ApproveDesign/Develop

ExecutionManageMeasureAnalyze

Lead AutomationCaptureEnrichQualifyScore

Assign/RouteNotify/Deliver

Track/AlertReassign


– How is your data stored?– Who has access to the data?– What does your sales lead funnel look like?– Does the sales force have enough leads in their sales funnel?– What is the average sales cycle? What is the close rate?– Who is responsible for following up on leads?– What are the sources behind the data? Where did they come

from (shows, events, ads, articles, web site, networking)?– What sources generate the most qualified leads?– What is considered a qualified lead?– Which sources are the most cost effective?– How often do you perform quality assurance tests?

Data Management: Deep Dive

2010 DEALER MARKETING MEETINGIdeal Drip Campaign

• Inbound calls• Ads• Web Inquiries• Email

Qualification Process

• Response 1• Response 2• Response 3

Nurture • Outbound calls• Literature

Fulfillment • Follow Up

Distribute


of drip marketing


JMGLeadLogic™


JMGLeadLogic™ Process

• Target prospects by title, industry, geography• Vet ‘clean’ record using email qualification

technique• Build ongoing ‘drip’ email campaign to build sales

funnel• Turn-key lead nurture program that turns clicks,

opens and replies into appointments• User-friendly dashboard that can act as a CRM

system or be exported into other systems



Lead Management System

800#

Email

Database


Assess Data•Clean/De-Dupe •Determine segmentation•Assess quality

Lead Definitions•Define lead quality•Determine content attractiveness

•Understand sales frameworks

Lead Scoring •Assign scores •Lead quality•Lead activity

Content Strategy •Define content/messages•Determine email address from ‘whom’•Develop messages •Assign web content landing pages

Fulfillment/Response Plan•Define response plan•Email/Direct•Follow-up call

•Define the lead sharing process


LeadLogic™ Process: Email Campaign

A

•Vet & Verify (text only)

B

•General information (text preferred)

•Build credibility

C

•General information

•Continue to build credibility

D

•Narrow content

•Service/product offers

E

•Narrow content


F

•Narrow content



JMGLeadLogicTM Dashboard


Dashboard


Email Campaign Performance

Industry Stats:• 90-95% delivery rate• 40% open rate• 7-10% click through rateDatabase: 1,000 records• Delivery rate: 900• Open rate: 360• Click through rate: 36• Replies: 7


2012 Program Case Study

• Contacts client thought they had: 5,900

• Contacts client actually had: 400

• Size of contact database now: 24,000

• Number of replies to initial vetting emails: 550

• Number of leads from initial vetting emails: Over 100


For more information on our JMGLeadLogicTM tool, call today!

864.272.3018

Date post:	20-Jun-2015
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How to Win in Business Development

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