With most marketing campaigns, much of the glory and back-slapping comes when sales are closed at the end of the process. Yet the foundation for this success comes way back at the start of the pathway and if you neglect these early steps, then you will not reap the full potential of your activities.
You need to keep two concepts firmly in mind when planning your sales campaigns: account selection and customer engagement.
For us, the benefits of early engagement are apparent with most campaigns, so much so, that the Celsius Enterprise Database is based on the principle of having all the necessary information to hand.
And we divide this early phase into three main areas under the banner title of ‘All About your Accounts”.
Within Must Have we see the basics of what is required to instigate a strong campaign.
The first, Account Industry, sets the scene and provides the base components of your knowledge bank. Then comes Account Buying Centres, which strips down the actual account and identifies who is buying what within an organisation. This idea is extended within the next category, Wallet Share, and further identifies who has the budget and what proportion they control. Finally, comes the all-important Contacts Known/Needed. This is base camp information, but it’s surprising how many people don’t analyse who they know and other contacts they might need.
Really Great to Have
We come to how we can finesse the first stage and again, we can further mine down into two areas. The first is headed up Key Initiatives/Needs by Buying Center. This concerns understanding the accounts’ needs and appreciating their key initiatives. When this piece clicks into place, the sales process becomes far more effective. We also have Relationship Status, which again, comes down to understanding the account and how they operate. Time spent here will pay dividends.
Finally, we have what we call the Extra Credit category which in many ways is the cream on the cake. It is a further finessing of the Must Have category and makes life a lot easier for marketeers. Here there are four sub-sections and we start with Growth Trend which examines the potential upside in the relationship. Then Competitive Environment looks at the major players across a particular sector. Next is Contact Engagement History and it is amazing how many people forget to focus on this particular vein of knowledge which provides great insight for when it comes to selling in a produce, or service. Finally, we take a look at account-level attributes and buying signals. It is these that act as vital traffic light for the sales process.
At Celsius International we have created an industry first: a marketing database purpose-built ONLY for marketers selling to Large Accounts. Data plays a critical role in your account selection process and Celsius provides you with the ability to target high value accounts knowing that the information backing your decisions has a top in class research methodology.
EMEA’s #1 database of large organisations (both commercial and non-commercial) with more than 500 employees in all the key European countries. An integrated data source with a single truth about the market potential.
It’s a phenomenon we have seen on most of the campaigns we advise on. If you get the basics right and engage early, then there will be a greater success during the last part of the campaign. Identifying the right accounts on a solid basis therefore is a necessity and will reap rewards. As with most things in life, being prepared helps the ultimate outcome.