Within the B2B environment, the pretence, that categorisation - simply dividing prospects by size and / or industry sector – is close enough to segmentation, has been abandoned. Customers have become more knowing and well-informed and have, in the main, given up being loyal to incumbent suppliers. Today, buyers will only engage with vendors who can create at least an impression of easily accessible value. Any segmentation exercise, therefore, must take account of all of this and be able to identify individual prospects offering the greatest likelihood of success.
The primer process guides sales people in the evaluation of identifiable market segments to assess their likely impact on current revenue goals with the aim of uncovering tightly defined groups of prospects, with a high propensity to buy. Thereafter, we build trust via individually tailored marketing processes designed to illuminate specific value and, at around that point, hand off to sales.
As part of each Revenue Primer assignment we will:
Use our expertise in data structures to build and manage a marketing database Design, develop and deploy a direct response programme to address each client’s prospects before their ideas about value take shape - in order to favourably influence their reaction to the subsequent sales approach and proposition. Typically, each campaign will use a mix of activities including: direct mail, emails, voicemails, case studies, success stories, articles, events, white papers and webcasts. |
