May 6, 2014

Competing In A Global Market

Are you familiar with the famous story of David and Goliath? With a single well-placed pebble (and perhaps a smidgen of divine intervention) David was able to overcome the giant Goliath.

There might be some truth to this story in reference to small business development. In short, one single marketing campaign can launch your company from start-up to enterprise, but the issue lies in delivery. There is no specific stone that allowed David to persevere; rather it just happened to be the right one, aimed at the right place, at the right time. Small businesses are able to compete with large ones because of unique offerings such as account dedication, adherence to verticals, seamless integration, etc. The reason you started your business is because you can do it better, are you broadcasting these strengths as best you can?

Taking an introspective look at our own industry, we have time and time again delivered results for our Fortune 500 multi-national corporate clients. These clients sought us out over the telemarketing industry titans (i.e. Callbox, Webimax, etc.) because we have something unique to offer. At the beginning of every marketing piece, or outbound call we assure the prospect that our clients receive the utmost attention and dedication alongside a seamless integration with their inside sales force.

“If David was able to defeat the giant Goliath with nothing but a sling and a stone, one can assume that was a pretty great sling.”

If there was an easy way to conduct telemarketing and inside sales it wouldn’t be a $900 billion (+) industry. There are many factors that come into play, and depending on your service or product category it could be near impossible to predict the effectiveness of a marketing campaign. So how do you ensure a strong delivery of your service offerings? If you have conducted the necessary market research than there should be no confusion as to whom your key prospects are. From this point on, the weight of your business development weighs upon your content strategy and the leads you target. Content strategy is easily placed into these 6 steps:

  1. Create
  2. Refine
  3. Target
  4. Refine
  5. Publish
  6. Repeat

Targeting qualified prospects ensures effective content strategy; In order to fully-analyze ROI, marketing managers need to examine the cost of media against the costs of a lead qualification campaign. Results of this examination will show a significant drop in cost per customer acquisition when a successful lead qualification campaign is conducted. For example, Chameleon Group’s average cleanse rate in a database full of faulty leads is around 12%-15%, therefore when conducted it can save clients over 85% on media-spend. Certainly savings worth considering.

Reach out for a free assessment of your inbound efforts.

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