Targeted Business Development

Applied Marketing

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

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

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

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

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

5. MEASURE RESULTS

Use Your CRM Reporting

Campaigns and Activities

Sources of Leads

Best Performing Industries and Markets

When to Measure

Make Adjustments

ANTICIPATED RESULTS

Decisions

Qualified Leads

Opportunities

Wins

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

Applied Marketing

Leigh Ann Howe

317.848.2075

leigh.howe@appmktg.com