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Targeted Business Development
Applied Marketing
BUSINESS DEVELOPMENT STEPS
1. Establish targeting strategies
2. Research and identify the best targets
3. Qualify the targ...
1. ESTABLISH TARGETING STRATEGIES
 Set Realistic Objectives
 Time
 Resources
 Focus on Your Best Targets
 Target indu...
2. RESEARCH AND IDENTIFY TARGETS
 Do Your Homework
 Identify Companies
 Create a target profile
 Look for active compa...
3. QUALIFY TARGETS
 Have Dedicated, Scheduled Time and Resources
 Have a Written Campaign Guide
 Know the main points t...
4. DEVELOP OPPORTUNITIES
 Keeping Track
 Use a CRM
 Make sure to record statuses
 Use it religiously
 Managing the Pi...
5. MEASURE RESULTS
 Use Your CRM Reporting
 Campaigns and Activities
 Sources of Leads
 Best Performing Industries and...
ANTICIPATED RESULTS
 Decisions
 Qualified Leads
 Opportunities
 Wins
CHALLENGES
 Marketing versus business development
 Finding the time and resources
 Where are the best opportunities?
 ...
Applied Marketing
Leigh Ann Howe
317.848.2075
leigh.howe@appmktg.com
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WEDN Learn and Lead 2016 Leigh Howe Targeted Business Development

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Business development steps, set realistic objectives, focus on your best targets and decide the best avenues for lead generation

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WEDN Learn and Lead 2016 Leigh Howe Targeted Business Development

  1. 1. Targeted Business Development Applied Marketing
  2. 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. 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. 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. 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. 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. 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. 8. ANTICIPATED RESULTS  Decisions  Qualified Leads  Opportunities  Wins
  9. 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. 10. Applied Marketing Leigh Ann Howe 317.848.2075 leigh.howe@appmktg.com

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