© G4H LIMITED, 2001-2008. ALL RIGHTS RESERVED.
TARGET DRIVEN CONSULTINGTOUCHRelationship building
Orchestrated multi-level / multi-phase contact process
Focused, relevant, valuable information flow
Targeted communications – Highly cost effective
TARGET DRIVEN CONSULTING
About G4h
channelbuilding
marketing
propositiondevelopment
major accountdevelopment
consulting
G4h Focus – Turning Concepts into Revenues
Colin Spiller – Touch – a New Way to Sell
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
marketingROI
demandgeneration
go-to-marketstrategy
solutionpositioning
marketentry
marketevaluation
marketrelationships
mapping
consulting
execution
Touchcampaign
TARGET DRIVEN CONSULTING
Theory: Demand Generation Issues
• Unfocused message• Irrelevant• No budget• Wrong person
contact
meeting How many contacts get
wasted on the way?Does your marketing
support sales?
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
LIST • Inaccurate list
• Impersonal generic
messages
• Interesting but not
compelling
• Wrong impression / image• Too much data to digest
Result - Asked to be
removed from listtarget
How big is your
potential market?
TARGET DRIVEN CONSULTING
Theory: Today’s World
• Large purchases are a team decision
• Multiple decision-makers
� IT
� Business
� Finance
• Multiple influencers
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
• Multiple influencers
� Internal – colleagues, specialists, consultants
� External – Press, Analysts, etc.
� Personal – network, memberships, vendor relationships
• Does your CRM store this information?
TARGET DRIVEN CONSULTING
Theory: Issues - 1
• Making first contact is hard in today’s market:
� Tele marketing
� Mail & email shots
� Advertising and PR
� Events, exhibitions and seminars
� Networking
� Little black books
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
� Little black books
• Today you need to establish a relationship with your potential customers before you can sell to them to address:
� Trust
� Risk adverse
� Name awareness
� Comfort
TARGET DRIVEN CONSULTING
Theory: Issues - 2
• Developing and maintaining an accurate database of your prospective market is hard
� Lost in CRM systems which are not updated
� In the sales person’s mind / black book
� Only focused on the current deals
� Hard to source initiallyWhose job is it? +Lack of clarity &
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
• Protecting your relationships / knowledge is hard
� Relationships reside with individual staff (sales), who can leave
� Relationships often focus on companies and not tracking individuals
� Maintaining relationships is often not a sales but a marketing function
Lack of clarity & measurement
TARGET DRIVEN CONSULTING
Touch: Objective
What You Need
• Who decides?
• Who influences?
• Do we know them?
• How are they connected?
• What motivates them?
Overcome The Challenges
• Inaccurate data
• One Hit Wonders – too much, too early
• Mismatching message to recipient
• Focus on offering, not need
• Poor follow-up
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
• What are the organisation’s priorities?
• What do they need?
• Have they a budget?
• How do they make decisions?
• Is there an incumbent supplier?
• Poor follow-up
• Inadequate / unappealing follow-on activity
• Data lost in the CRM system
• Focus on now prospects
• Too much data -
- Too little knowledge!!!!!
TARGET DRIVEN CONSULTING
Touch Process: Overview
1. Identify- people
- issues
1. Market Issues- Stumbleupon
- Digg
Targets … Topics … Touch
1. Collateral
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
2. Map relationships- internal- external
3. Profile
2. Company Issues- Web Trawl- Contacts- Survey
3. Alliances
2. Call to Action- Meeting- Event- Benchmark- Survey
3. Follow - up
“PA to PA”
TARGET DRIVEN CONSULTING
TOUCH Types
Res
earc
h
Thought Leadership
Market issues
Sector media& events
Analy
sts N
ational
Media
Finance
Bus
ines
s
BriefingsPress releases
By-lined articles
White P
apers
Com
men
tG
artn
er, I
DC
, Blo
orFT, B
BC
, PA
Res
earc
h
Thought Leadership
Market issues
Sector media& events
Analy
sts N
ational
Media
Finance
Bus
ines
s
BriefingsPress releases
By-lined articles
White P
apers
Com
men
tG
artn
er, I
DC
, Blo
orFT, B
BC
, PA
Res
earc
h
Thought Leadership
Market issues
Sector media& events
Analy
sts N
ational
Media
Finance
Bus
ines
s
BriefingsPress releases
By-lined articles
White P
apers
Com
men
tG
artn
er, I
DC
, Blo
orFT, B
BC
, PA
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
Legislatio
n /
Channels
Users
Pol
icy
Industry
Bodie
s
Consultants
IT M
edi
a
Analy
sts N
ational
Media
Sponsored eventsPartnership events
Governance
Finance
Bus
ines
s Eve
nts
Pre
ss T
our
ProfilesSponsorship
Collaboration
Speeches
White P
apers
Gar
tner
, ID
C,
Legislatio
n /
Channels
Users
Pol
icy
Industry
Bodie
s
Consultants
IT M
edi
a
Analy
sts N
ational
Media
Sponsored eventsPartnership events
Governance
Finance
Bus
ines
s Eve
nts
Pre
ss T
our
ProfilesSponsorship
Collaboration
Speeches
White P
apers
Gar
tner
, ID
C,
Legislatio
n /
Channels
Users
Pol
icy
Industry
Bodie
s
Consultants
IT M
edi
a
Analy
sts N
ational
Media
Sponsored eventsPartnership events
Governance
Finance
Bus
ines
s Eve
nts
Pre
ss T
our
ProfilesSponsorship
Collaboration
Speeches
White P
apers
Gar
tner
, ID
C,
TARGET DRIVEN CONSULTING
Process: Touch Quality Assurance
CampaignSpecification
DefineUniverse of
targets
MaintainOperational database
Build raw database
CleanDatabase
Touches Call Results
QA
QA
QA
QA
Update Database
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
Concept Touch ItemCreate
Mailing ListMail-mergeTouch Item
Review
SendTouch Item
QA
QA
TARGET DRIVEN CONSULTING
What makes a good TOUCH?
• Topical, on the ‘radar’ of the target, something that they are worrying about. Something it is hard to get straight information on
• Strong head line, saying ‘ how it really is’, empathy with what people are thinking, posing a question, fear of a possible disaster
• Forming an industry body in some way or telling what a respected competitor is doing
• Something of value to the target – sources – Stumbleupon or Digg
� Information perhaps about the industry or future developments
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
� Survey, Event, Conference speaker slot
• Novelty or different but not sensational
• Clear message & clear call to action
• Professional approach
� Quality letter, well written, lots of white space, attachments
� Professional follow up, polite, efficient, responsive
• Low key follow up, not selling being helpful - “PA to PA”
TARGET DRIVEN CONSULTING
Benefits of TOUCH
• Builds a sustainable relationship over time
• Allows you to uncover and track opportunities
• Low key, non-aggressive marketing
• Allows you to develop an accurate database which is ’self cleaning’
• The relationship is with your company not an individual
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
• Your can track a contact when they move
• Can be executed and maintained in-house
• It is cost effective to implement
• Bulk of effort is low level professional admin/tele staff
• It is more effective and targeted than other forms of demand generation such advertising, tele marketing etc.
TARGET DRIVEN CONSULTING
G4h Clients
DENE
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
DENE
N E S S
TARGET DRIVEN CONSULTING
G4h Limited
marketingROI
go-to-marketstrategy
marketentry
propositiondevelopment market
evaluation
marketrelationships
consulting
Colin Spiller
W: www.g4h.co.uk
M: 07770465011
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
channelbuilding
demandgeneration
solutionpositioning
major accountdevelopment
relationships
mapping
execution
E: colin.spiller @g4h.co.uk
www .3cscommunity.com