This spring’s vocab word is “duh,” meaning “I knew that already,” or “Yeah, so?”
One such post that exemplifies spring’s word is “Specificity and the New Business Email Conundrum.” Here, I simply regurgitated email marketing best practices for new business; reason being that sometimes we all overlook the basics.
Today, we will quickly go over the importance of good preparation before a new business campaign kicks off (duh.) In the spirit of maintaining a low word count (and finishing early so I can go play outside), I have outlined a crucial new business agenda that should be completed before outreach leaves the office.
Part 1: The Agency Overview:
- Define agency’s capabilities, offerings, recent work and categorize agency niche and expertise for differentiation
- Define new business goals and milestones
- Take an inventory of existing new business assets currently being sent to prospects and edit according to niche and direction
Part 2: Targeting:
- Define targets and verticals based on the differentiation and direction discussed above; provide compelling argument for targets based on agency services, past work and future goals
- Create at least 3 messaging touch points for targets (html, plain text, landing pages and copy)
- Create specific messaging sequence (email 1, phone call 1, email 2, phone call 2, etc.) based on prospect interaction (e.g. if prospect opens email 1, prospect receives phone call 1; if prospect does not open email 1, prospect receives email 2 before phone call 1)
- Define additional means of outreach outside of phone and email (webcasts, agency blog, events, PR, etc.)
Part 3: Metrics and Measurement:
- Define “success” in terms of deliverables, outreach and numbers
- Define what it takes to meet goals (is it a conversation with a CMO at a company long on your agency’s hot list or is it a project on the table from the CMO?)
- Develop milestones to gauge success
Preparing for a new business campaign launch requires an intense understanding of your agency’s capabilities and personality, market feedback, necessary outreach and a clear definition of success for a given point in time.
The better prepared your team is, the easier that first meeting will be (duh.)
LOVE this POST!!!