20 April 2023

© The Marketing Practice 2008

Win-based marketingTools that marketing could deliver in support of major bids

© The Marketing Practice 2008

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Supporting sales to convert prospects

I Examples in this presentation range from tools to support the specific bid presentation for a single deal, through to awareness activities created around a proposition that could be used to influence the decision-making body in any bid involving that proposition

I Different ideas would be appropriate for different stages of the sales process – typically The Marketing Practice works with the bid team (after setting budgets and expectations with the client marketing team) to agree the right plan

I As well as this ad-hoc support work, we have also created more formal programmes/packs that can be built up-front and rolled out as needed

© The Marketing Practice 2008

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Potential organising principle for activities

I This example is based on account-based marketing process

I Activities can also be organised by stage in the sales process

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Examples 1

I Personalised online landing pages holding key supporting information (case studies, thought leadership, client videos…)

– For IT Outsourcing bids, we’ve created versions offering different levels of information to different audiences, so in the final bid stages the whole IT Department of the target company was able to see the video testimonials from other people who had joined the client through outsourcing

– This kind of approach can host a lot of the information/resources discussed in the rest of the ideas

I Sharper RFP/bid presentation material– From better written and illustrated documentation, through to more visual presentation materials

to complement written and technical detail– This is really about getting the basics right – but only works when the design/copy support really

understands the proposition/process

I Current affairs/newsworthy– Newspaper/magazine look-alike mailing piece(variable length from just the cover to multi-page)– Articles, case studies, advertising, news and thought leadership– Ideal for communicating with a wider group of influencers around key decision makers; can offer

differing levels of personalisation – from simply linked to the proposition to personalised to the specific bid

I Live reference event– Promote a group reference visit to a client– These can be booked in advance throughout the year, and multiple prospects invited to each one,

avoiding excessive ad-hoc requests to key clients– Reference events are always a winning formula, reference events are seldom organised and

create a strong client draw

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Examples 2

I Together in partnership book– Account specific marketing collateral, personalised, visual, shows strong service ethos– The Marketing Practice creates these for our own clients – high impact and memorable. Could

be a differentiator for all major bids

I Single customer briefing– Organised like an external event, with same care and attention to detail, but single company

invitation list, delivered on their premises or a hotel in close proximity– Tackles issue head on; ‘come to a 90 minute briefing, hear from our experts (or external

speaker) on best practice and how to deliver the dream’– Again, we’ve run these for clients very successfully. Shows great commitment to the audience

and credibility in the subject matter

I A Day in the Life– A set of paper &/or electronic boards which tell the customer life cycle story; using pictures and

few words– Use-case examples that show the vision, its benefits and lead in to how to deliver on this– Bespoke bid support tools that offer an alternative edge to standard presentation bid formats

I Branded meetings– Create a set of posters on foam boards and A3 solution maps that can be used in all meetings to

‘dress’ the room– Your best and most relevant client stories would be ideal– Client meetings have a new vibe as the client is part of an experience, where they can see and

feel your expertise in an unusual and unexpected way– Potentially low cost, high impact change to client engagements

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Examples 3

I Future case study– Create a case study of the client organisation 12 months from starting the project– Talk about the positive change that has taken place, the benefits of the

partnership and the efficient and professional process by which the change has been managed

– The Marketing Practice has used a similar technique for a broader market campaign, with great success, would work on a 1-2-1 basis

I Future Economist (or other industry publication)– Bespoke cover wrap of the economist including authoritive article– High impact and memorable

I Video or Drive guide– Video or CD format (audio great for busy execs in the car) with case studies and

thought leadership content – Packaged for client, addressing their specific issues– CD lower cost and potentially higher usage. We have used personalised audio

content delivery very effectively for demand generation and awareness building