“Business as usual is dead” – Gerd Leonhard 2016, Technology vs Humanity
I have 1.6 seconds to engage you before you scroll on. So, do you when it comes to marketing to your client base. And here is why.
As of July 2018, we hit a tipping point. Over half of the world’s population now has access to the internet. That’s 4.1bn people.
3.3bn people use social media.
This is were your market is. Not on a CRM. Not on an email Marketing List. Not on a bought cold calling targeted list.
When was that last time you opened a marketing email?
Business Development & Marketing in Professional Services are still taking an approach that worked in the 20th Century. Your buyers are in the 21st Century, and they are buying as consumers. Re-programmed by Apple, Android, Google, Amazon and more. We are living in the Economy of now, where we want a seamless, digital buying experience. Whether is ordering lightbulbs from Amazon or reading the latest report you have sent to them. Which they will be reading on their smart phone.
Your buyers are doing their research on you before you may well even realise it. They are signalling their intent every day. Be it a website visit, a look at your profile on LinkedIn, a re-tweet on Twitter or even an un-subscribe from a email marketing list in your CRM. Intent Data. This is at your fingertips and you don’t even know it.
The next Panel review, Pursuit, Pitch, Proposal whatever you call it. If you understand social and how it is an integral part of a Business Development & Marketing strategy, the tools that you can leverage, you can get back ahead of your market and be in control of the buying process, to increase your win rates, reduce your cost of sale and increase your PEP.
Social Selling, Modern Selling, Digital Selling – it is all the same. It is Business Development & Marketing for the 21st Century.
I spent 15 years as a BD Manager and then BD Director in Professional Services. I led the first ever Social Selling programme in a Professional Services firm (read the case study here and am now the only consultant in the external market bringing my intimate knowledge of the complexities of Professional Services, Partnerships, insight and more on how to empower Fee Earners, BD and Marketing to leverage the power of their networks to drive better, more relevant business conversations.
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