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Get more out of your case studies

Get more out of your case studies

Case studies are useful guides to educate and influence your prospective new clients. While there seems to be a general consensus on the case study structure most prospects expect to see, there are real issues in how firms are presenting them. These issues can cause one of two things to happen:

  1. The case study is not read at all
  2. The case study is not convincing or impactful

Here are a few tips to get your case studies read and help your agency new business efforts:

Focus on the problem, not the solution

Human nature is wanting to talk about yourself (in this case your agency) and all the great things you did to provide an amazing solution for your client. The problem of course is that human nature from your prospect’s side is that they care about themselves, and prospects don’t identify with your solution, they identify with the problem. Help them identify that you understand their problems better than anyone else by focusing the majority of your case study on recognizing and outlining the problem they face from a brand and market perspective.

Shorten your case study

Early buying stage prospects are short on time and attention span. Help get directly to the part where they have identified their similar problem and are intrigued by an amazing result quickly. This means you need to have a graphic of your results (ie, 205% ROI) at the very beginning of your case study, and you need to give either a brief or dive right into a short description of the problem at the outset. Also, you don’t need to go through every detail of a campaign in the solution, just highlight those largest areas of impact and save some words for either your pitch or break them down in breakout areas (see below).

Make multiple versions of the same case study

Landing page, 1 sheeter, Deep Dive, Breakout Page. When you are in the new business process, a case study may have different uses. Create a landing page to use for gathering interest during a drip campaign with the goal being a lead conversion. Use a 1 sheeter as a teaser or interest driver for someone that you are in early-stage conversations with. A Deep Dive deck or page is where you can get a bit more long-winded and is useful once you have talked to a prospect about a past project and they are now interested in those solutions.

Lastly, use a Breakout Page as a mini-case study for an individual action that you took in a larger campaign to highlight that particular part of the case study’s effectiveness. If you can match up the proper version of the case study with where someone is in the buying journey you are more likely to generate a positive response.

After a year and a half of the market going through radical changes, the way you present your case studies at each stage of the new business cycle is incredibly important. Don’t forget that some of your case studies may also have prematurely aged because of the pandemic forcing massive changes to the market. If this happens, it doesn’t mean that you have to toss an old case study, just find ways to focus on specific aspects you believe can be used across verticals by focusing on the specific problems.

Case studies are important for any agency’s new business effort, don’t let yours get ignored. The work you have done is no doubt amazing. Let’s make sure people actually see it.

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Win More Podcast

Win More Podcast

Recently we had the opportunity to join team Winmo on their Win More Podcast to talk everything agency, or at least as much as you can cover in 40 minutes.  Throughout our conversation we talked about:

  • Challenges facing agencies pre and post pandemic
    • Generating agency new business in a sea of sameness
    • Finding your Right to Win clients
    • Keeping your employees passionate about your new clients
  • Diversity & Inclusion
    • How this is more than a trend and why agencies have been and need to continue to focus on this in order to better serve their clients, employees, and consumers
  • The rise of RFPs
    • They’re baaaack…what to do, and how to avoid falling in the same old RFP trap
  • Campaigns that we like right now
    • From the socially aware and more serious campaigns like Absolut’s #mixresponsibly to the slightly less serious Dr Rick from Progressive teaching millennials to sit down without making a sound
  • Case Studies in the new reality
    • What do you do with your case studies in your new business efforts after those case studies have prematurely aged because a little pandemic changed your prospect’s entire market?
  • Hot to continue to grow
    • Omnichannel outreach includes outbound biz dev, inbound efforts, SEO, PR, Paid Media…which should you use?

We have a lot more to come on these different topics around agency new business, but hopefully this great conversation with John Zaldonis at the Win More Podcast will get things started!  

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Your agency has a sales culture and it may be holding you back

Your agency has a sales culture and it may be holding you back

Every day there are more and more articles posted about the importance of your overall corporate culture.  Like this one from CEOWorld.  Agencies, in particular, tend to put an emphasis on ensuring their attitudes and beliefs are front and center on their websites in order to show their overall corporate culture.  What many of them fail to realize is there’s a secondary culture that may be holding them back, and it has to do with the way that they bring on new clients. Your sales culture is different from your corporate culture. It specifically revolves around the people, processes, and approach that you take to bring on new clients.

Corporate culture vs. sales culture

While your overall corporate culture certainly impacts this subculture, your sales culture does have a life all its own.  Now many agencies would say “we don’t do sales, so that doesn’t apply to us.”  False.  You do bring on new clients, whether they come through WOM, referrals, or outbound sales, so any interaction you have with a new client is what makes up your sales (or business development) culture.

The way you speak, interact with, present, and deliver proposals to prospective clients is massively important to ensure they are not only impressed with your work, but feel connected to your culture in a positive way.  Many agencies spend so much time ensuring culture is felt internally that they miss the ways culture is reflected externally by those in charge of new business. 

Three things that can hold back your new business and negatively impact the way your culture is viewed

1. You are too attached to the sale. 

A LOT of blood, sweat, and tears can go into a great client pitch. And while that’s important, you should care about winning business that you are passionate about!  BUT, there is a tipping point where prospects can feel you are invested in only the win and closing their business.  In the sales world, we call it commission breath.  People know when they are being sold to make the seller money vs when they are being sold to actually help solve a problem.  The best way to show a client you care about their needs is to simply be willing to walk away if it’s not a true fit.  Tell them that upfront.  Let them know you aren’t a perfect fit for everyone.  Scarcity is value.  The more you pull back from people and let them decide, the more those same people will push forward to hear more about you and your business.

2. Your sales process isn’t a process at all.

We started this off by talking about how many agencies believe they “don’t make sales”, and that tends to show up during the overall courting process.  This means mistakes are routinely made when it comes time to have a needs analysis call or the proper follow-up after a first or second call. It also happens when a proposal deck should be submitted or how to push for those final pitches and closes.  A well-structured approach that feels organized and on time is easily recognizable from a prospect. It also gives them comfort that this is not new to you and your team.  You’ve been here before and will give them confidence that you can be a trusted partner.

3. You don’t understand what your prospects are trying to achieve.

Certainly, you know they want a new website, I mean they told you that.  What you may have missed is helping them diagnose the real problem. The problem that is keeping them from achieving their larger goals that they may believe a new website will fix.  A great new business process will properly uncover those buried problems. It also helps your ability to pitch the work and your prospects better understand exactly what they need.  Prospects need to realize you are not just a service. You are a true expert ready to have a higher-level conversation that uncovers their needs. Only then will be positioned above others when choosing who is getting their work.

 

Keep focusing on your total culture. But don’t ignore that the way you view, prioritize, and organize your new business efforts is a culture unto itself and it is on the front line every day.  For your prospects, your actions speak louder than words on a website.

 

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Q2 is Over, But 2021 is Only Getting Started

Q2 is Over, But 2021 Is Only Getting Started

It’s been six months. Six months of a slow, methodical, pragmatism by the market to get back to some sort of normal. Slow employment and rising inflation have caused the recovery to go a bit slower than hoped, but the advertising world has been coming back faster than the individuals spending dollars. Brands recognize the recovery, feel it, and the smart ones have been investing heavily to get in front of it.

A Well-Rounded Outbound and Inbound Strategy is More Important Than Ever

Agencies have felt the brand investment this year as inbound RFP requests soar. Good news right? More RFPs, more projects, more retainers, things are starting to get back to better than normal. Yes, in this instance, more is good, BUT we can be better than the old “normal”.

The old “normal” for growth, for many agencies, was dependent on those inbound efforts and waiting for word of mouth to eventually work its way over to you. The old “normal” also had many agencies wasting thousands of dollars on pitches that they knew were longshots at best and cannon fodder at worst. This is why when inbound is high, it is more important than ever to be well-rounded with an outbound and inbound strategy. You need to know which RFPs to turn down and which companies to pursue with your outbound strategy, which all revolves around your Right to Win category.

What’s Your Right to Win?

Right to Win is defined as the prospects/brands that best fit your prospective client profile of a perfect client. Whether it is focused on an industry, size company, regionally located, etc. They are a brand that essentially should have been a client yesterday because there is no other firm more qualified or set up to work with them to achieve their marketing goals.

Here’s how using Right to Win can get your 2021 really booming in the 2nd half of the year:

1.  Right to Win clients close faster 

This is because they are brands you are familiar with, you understand their business at an intimate level, and the brand most likely recognizes that expertise because of your team’s language, pitch, and website focus. Faster deals mean more growth and profitability.

2. Pitch when you are the front runner

Pitching is far from an exact (or even fair) science. It is a costly and timely process that can pull your team’s focus to a project that, potentially, you never had a chance to win in the first place. Unfortunately, you do not know that until the end of the pitch, so let’s be sure we are only pitching those that we know are the front runners, or in the case of proactive outbound pitching, are the only ones pitching.

3. The right clients maximize all areas of your business

The inbound are low hanging fruit and the revenue feels like it’s just right there, only we know from decades of experience that taking a client because they generate revenue, rather than them being our strategic best fit can have many unintended consequences on profitability, churn levels, and employee engagement. Right to Win clients are set up to maximize profit, reduce churn, and increase employee engagement…don’t settle for revenue, aim to maximize everywhere.

Brands Are Hungry For an Expert to Help Them Stand Out

The rest of this year is going to be full of people on vacations (finally) and brands looking for help to get back out there and in front of their competition. Now more than ever, they want to hear from an expert that understands them and can help them stand out in a meaningful way. It’s time for your agency to focus on that expertise and drive those Right to Win clients right into your agency’s open arms.

 

 

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Better Predict Your Future New Business Success

Better Predict Your Future New Business Success

2020 has taught us many things, but one of the biggest learnings has been around most of our agencies’ need to better understand and predict where their future new business will come from. Last March, just about all of us received phone calls from our clients cutting our budgets in half or changing our scope of works (for the worse).  This meant a renewed interest in our new business efforts and trying desperately to fill a funnel with clients that could make up those gaps created by reduced scopes.  

Understand Your Baseline Metrics

The trouble for many agencies is they never established any sort of baseline understanding of their new business process.  Without a baseline understanding of the metrics that get you from a cold call to a signed service agreement, how do you know which levers to pull to make new business happen?

Lag Measures

Many agencies I review find themselves looking and evaluating new business through Lag Measures.  Lag measures indicate the current or past state of the business.  These are measures like revenue, net profit, or annual contract value.  The problem with looking at these numbers to predict future success is that they are all in the rearview mirror of your new business journey and don’t really predict what is going to happen next.  It’s important to know these values to evaluate where you’ve been, but predicting where you’re going is our aim here. I think we can all agree that our April 2019 revenue numbers didn’t exactly properly predict our April 2020 revenue numbers.  For most, your ACV reduced in 2020 vs previous years, so how do we estimate how many new clients we should or will be winning?

Lead Measures

When creating a repeatable new business process, we need to be focusing on Lead measures.  Lead measures are those that predict future results.  In terms of new business development, this means looking at actions and events that most agencies aren’t typically used to tracking.  Marketing Qualified Leads, Needs Analysis Calls, Number of Pitches are just a few lead measures that can better predict exactly what may be coming in the future months.  

Below is an example of a potential sales funnel.  If you understand the metrics and percentage chances to move from one level of the funnel to the next, then you can better predict and (importantly) ramp up your new business efforts when you hit the hard times or the times of needed new revenue growth.

 

If you don’t have a baseline already of the numbers above to move from level to level in your funnel, take a small sample of the last three months and begin to track this every month moving forward.  Even an imperfect funnel will give you a better idea and the ability to more accurately predict exactly what is coming down the line in the future.  

Better Predictions Means Faster Growth

Better predictions of your new business mean you are able to grow faster, more profitably, and provide an overall better service by being staffed properly at all times for your new clients.

If you need help figuring out your funnel and which metrics you should be tracking in your lead stages, give us a call.  At Catapult, we use these every day to ensure we are growing our own and our agencies’ new business efforts in the most efficient way possible.

 

 

 

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How to: Use a niche when your agency is full service

How to use a niche when your agency is full service

Agency Type

Full-Service Creative

Target

Consumer Goods

The Process

Many agencies that have broad skill sets find themselves in a position of trying to drive a conversation with a new prospect but lack a real specific door opener. There are so many problems that your full-service shop can solve, so where do you begin a conversation? It’s important to us a niche when your agency is full service.

Our client was facing just such a problem in that they don’t niche down on either an industry or a service. We looked at their past experience and decided consumer goods was a great place for us to start based on the current market and what they can offer in terms of insights. We also decided that the best place to start was a conversation around digital that could then branch into a more holistic strategy. Our team decided to create a “digital audit” that we would only offer to specific brands based on their size, region, and current interest level.

In order to create such a tight list of prospects, our team utilized both Winmo and Bombora to trim a list of consumer goods companies down to less than 100 companies. Once we had an initial set of right-sized companies from Winmo, Bombora was used to determine current intent by searching for those that have “digital strategy” high on their intent radar.

We also simplified our email approach with a quick note and then some bullet points on what the audit may provide. Below is a generalized version, but will give an idea on the overall structure.

Jim,

As experts in Consumer Goods, my team reviewed your site and we’d like to offer a complimentary Digital Audit. This would include:

  • Website Design + UX Flow
  • Technical SEO Review
  • Load speeds, Page Speeds
  • Analytics Review
    ….

This email was NOT the first email that we had sent this prospect, it was actually in the middle of an 11 touchpoint cadence. They had seen our name and agency brand before through our emails, so the digital audit approach allowed them to focus strictly on this one area of opportunity.

The email was received by the Global Integrated Marketing Manager, who oversees many brands across their portfolio. The response was that they did have one brand that was struggling in comparison to others and they were interested in our team doing a quick digital audit on it. This opened the door not only to a project for the brand that needed immediate help, but then a review of all the other brands under their portfolio.

The key is, if you aren’t niched down in your agency’s structure, then you at least need to niche down your prospecting efforts in terms of language. Prospects have specific needs and so we need to approach them with that same level of specificity.

This success for our agency partner was made possible by:

 

Derry B
Business Development Director at Catapult

 

 

 

 

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New Business Opportunities in 2021

New Business Opportunities in 2021

By now, many of you have read the original and probably seen articles referencing AdWeek’s recent survey of marketer’s plans in 2021. The headline takeaway is that “40% of brands MIGHT seek new agencies”.  It’s an exciting prospect that near half of brands are going to be looking for new partners in the new year, which definitely means opportunities for agencies to go out there and strike up conversations with brands that they want to work with.  

Take Advantage of Nearly Half of Brands Looking for New Partners

In my opinion, your opportunity to grab a new brand is much higher than the 40% they refer to.  Here’s another chart in the article I found much more interesting and telling for where brands sit regarding the evaluation of their agency partners: 

Adweek Intelligence Survey

The chart above asks “How would you rate the performance of your agency since the start of the Pandemic?”  20% of agencies performed below expectations, while 48% performed at a level defined as “What was expected”. 

Exceeding Expectations is Key to Finding New Business Opportunities in 2021

To me, as a new business person, I read the words “what was expected” and see so much opportunity.  People don’t fall in love with meeting expectations.  When was the last time you heard your boss say “you meet expectations, we are giving you a huge promotion!”  Probably never.  People fall in love with agencies (or any service/product/person) when it blows away their expectations, redefines their expectations, or it solves a problem they didn’t even realize exists.

While those brands that had their expectations met may not be actively searching for a new agency at the beginning of the year, it’s more important than ever that we are speaking to those brands about how our agency is, in fact, exceeding the expectations of our brand partners.  Business Development doesn’t only happen when someone has an RFP ready and is in search mode.  It never stops.  In a market like this, that is constantly changing, we need to consistently be talking with our prospects about their industries, their needs, and where we see opportunities.  You never know when budgets will change or a new decision-maker will step up at a brand that you are pursuing and change everything about their current agency relationships.

How to Approach Brands in the New Year

When we are approaching brands in 2021, we need to focus on our expertise in solving their problems more than ever.  While past expertise in the pre-covid market may not perfectly translate to this new world, leaning heavily on your expertise within their specific industry and a specific pain point facing your current clients will lend immediate credibility to your outreach efforts.

With only 1/3rd of the brands out there in love with their agency results, you can absolutely bet on the fact that there will be more agency movement next year than the predictions say.  It’s time to be proactive with your prospect conversations and make those prospects fall in love with you.

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How to: Find a meeting in the financial sector

How to Find a Meeting in the Financial Sector

Agency Type

Brand and Customer Experience

Target

Finance & Professional Services

The Process

New business efforts are all about being highly targeted with your data and messaging.  Very often an Account-Based Marketing approach, rather than a mass outreach effort, means that your total quantity of outreach is reduced, but your level of meetings in both interest and opportunity increases.

Jim found himself in the position of working on behalf of an agency that has specialized within the Financial sector, one that has certainly been a challenge these last few months of the Covid with, seemingly, fewer agency shifts in that industry during the pandemic.  With less movement happening and overall freeze happening, Jim needed to find not only a brand that was actively open to speak, but also who within that brand would be the right person to take interest in his client’s capabilities.

The first step of this focusing process was to take the larger finance list and run it through Bombora’s purchase intent software.  He looked for Finance companies that had surging interest and searches along with the categories of “Brand Affinity and Financial Banking”.  This reduced his overall list of prospects from hundreds to 30(ish) companies.

Once we had those main 30 companies, it was time to append marketing contacts from Winmo into those main companies and prioritize based on the job titles that we have had the most success in getting in contact with.  During the pandemic, we have seen a lot of activity with Director and VP level, who both understand the need to pull on purse strings AND are also bogged down with the day to day execution of marketing plans.

With the now smaller list, Jim has the ability to do a deeper dive into those individuals and companies and make sure that any messaging can now be tailored to each one.  The message that hit first was finding a company that was written about in Forbes, which he mentioned immediately and linked back to in his email.  He then shares a similar past client to show expertise in their field, which is always on a marketer’s mind.

(edited for privacy’s sake, but the simplicity is in tact)

I’ve been reading about ABC and your recognition in Forbes. We’ve developed fresh insights, for clients like XXX, into some new challenges their small business clients and prospects are facing in today’s environment. We’d be glad to share our presentation  where we dive into post-COVID changing beliefs, behaviors, and needs of the small to mid-sized business audience. (link was included)

Would you be free to connect on Thursday?

Those quick first sentences give his email a step above others in a few ways.  First, he’s obviously not a bot sending mass mail, because he is linking to an article that would only make sense for this person.  Second, everyone loves the extra recognition and little ego boost by acknowledging and recognizing their public accomplishments, in this case, the article in Forbes.  He has also shown expertise without having to go into a 3-page long diatribe explaining all that they do.  He uses the mention of past work to prove his expertise.

Lastly, Jim kept the messaging SIMPLE.  This was short and sweet and allowed the prospect to breathe.  That simplicity in email communication allows for a prospect to believe that an interaction and discussion may be simple as well.

This success for our agency partner was made possible by:

 

 

Jim O.
Business Development Director at Catapult

 

 

 

 

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How to: Create a New Business Opportunity in 11 Days

How to create a new business opportunity in 11 days

Agency Type

Creative Production Agency

Target

Food & Bev, Small-Mid Size Companies

The Process

Utilizing Winmo’s Intent Insights powered by Bombora, our team began their search by filtering companies within the Food & Bev category that were small to mid-sized businesses based on revenues and media spend ranges that were within our agency’s desired range.  Once we had that list built out of right-sized companies, we ran this list through Bombora’s purchase intent software to determine if any of these companies had recent surges around the terms “Creative” “Social” and “Production”.  There were 15-20 companies that all showed scores over 80, which tells us they are currently evaluating Creative and Social options.  

By focusing on this reduced number of smaller companies, our percentage of finding the right person within the company is massively increased.  These small to mid-sized companies have fewer marketing decision-makers, allowing us to focus more on custom messaging in a true Account-Based Marketing approach.  Smarter messaging to a focused group makes for more intelligent and interesting first meetings.

For this group, Jake created a 6 step email and phone cadence that covered 11 days, as laid out below:

These emails all have the same base structure and where they begin to diverge is in small customizations between each individual decision-maker when they hit step 2 in custom emails and the phone voicemail left.  

Voicemail is a key ingredient in that it puts a human voice to every interaction.  It’s important to separate yourself from the mass of others sending mass spam emails hoping for a bite, by ensuring that you are taking a multi-touchpoint approach with phone and email.  

In the end, the email that drives conversion to a meeting may be the simplest messaging.  Jake’s success came from email number six on day eleven with a call to action as simple as:

“What would be the downside of receiving a unique perspective for any upcoming creative work? “

The reply was as simple as

“Great timing, we are actually reviewing now…”

Agency new business (and business development) almost always hinges on timing.

Tools like Winmo’s intent data from Bombora, LinkedIn, and Salesloft can ensure that your chances of starting a conversation at the right time are higher than your competitors.

This success for our agency partner was made possible by:

 

Jake
Business Development Director at Catapult

 

 

 

 

 

 

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The tech stack you need for proper agency new business development

Every year the tech stack available for agency new business pros changes exponentially it seems.  The image above is the Martech 5000 and I think it is safe to say that navigating that thing is a nightmare!  There’s always a new CRM, data source, or automation software that is promising a shortcut to immediately generating more meetings and winning more business.  In my experience, technology doesn’t provide a shortcut, but more a roadmap of exactly where you should go.

At Catapult, we believe in intelligent, timely, and personalized communications in order to best drive the right types of conversations for new business development.  This means we don’t believe in mass blasts, but an Account-Based Marketing (ABM) approach.  For an ABM approach, technology and research are massively important because it means that we know more about our prospects, we can pick the right times to do outreach, and we can use the right type of language for each individual.  All this adds up to better meetings and, in turn, more wins.

Here’s a quick breakdown of some of the main parts of our tech stack:

Winmo – Now we here at Catapult are a little biased (Winmo is our sister company), but in our opinion, there is no better collection of information about marketing decision makers than what you get from Winmo.  The contact information is the cleanest in the industry.  They also have all the contextual information you would want around those people to understand their agency relationships, media spend habits, personalities, and more.  Most importantly though, for any business agency person, is that they have a host of alerts that will let you know when information changes that may be important to be acted upon.  Those alerts are a game-changer for ensuring that your timing is better than your competitors.

WinmoEdge – Where there’s smoke there’s fire, right?  WinmoEdge is the key to finding that smoke super early in order to help you get in front of a new business opportunity before that opportunity has even had a chance to build up.  Edge’s proprietary scoring system takes a brand’s behavior and performance and translates that into a score that predicts the likelihood of going into an agency review.  Let us fill you in on a little secret though, most companies that use Edge start at the highest scoring (most likely to review) companies and then work their way down…but not us at Catapult.  We understand that new business is a long game and we want to get on the radar of those brands that are just beginning to run into issues that may call for a review.  This way, we dictate the RFP, rather than it being dictated to us.

Salesloft – Gone are the days of one size fits all mass emails.  Or at least those days SHOULD be gone.  In today’s environment, it’s all about putting the right message in front of the individual, which means the mass email campaigns of yesteryear are gone.  At Catapult, we have stopped using Marketing Automation and solely use Sales Automation with Salesloft now.  This allows us to send customized emails, to individuals, at scale.  If you’re a sole new business person and you are still trying to send prospecting emails or networking emails through your gmail alone, then you need to investigate the switch to Salesloft.  This will help you automate and manage each touchpoint in your prospecting efforts and sales funnel in a way that will make you 50x faster than trying to just use Gmail alone.  It also has the added benefit of using your email server for each send, so the likelihood of getting caught up in a spam filter because of a Marketing Automation’s bad IP address is reduced greatly.  More sends, better sends, what’s not to love?

 

 

Bombora – What if you knew when a prospect was looking for your exact service before they ever reached out?  That’s exactly what Bombora does.  They track a company’s interest level in specific services or keywords.  So if you’re a creative agency, you can track all company URLs within whatever industry you love and see which company is “surging” in interest around the keyword “Creative Agency”.  If they are reading content about creative agencies, searching creative agencies, then that’s probably a pretty good indication that you should reach out and say hello.  You don’t have to tell them you’ve been stalking their content consumption behavior, but don’t be surprised when you start seeing responses like “wow, crazy timing, I was just beginning a search…”.

Crystal – People are all different.  Obvious right?  Then why, oh why, do we see companies sending out messaging that is the same for 1,000 people?  Some people like humor in an email, some like detail, some want it to be short and sweet (me for instance).  The point is, Crystal evaluates the attitudes and personalities of each prospect and gives you suggestions on how to best approach them based on those personalities.  Throw in an emoji for Jim, but make sure you use bullet points for Jill.  It’s not perfrect, but damn if it isn’t close to perfect.  If nothing else, it gives you a great playbook for how to approach and navigate a sales or discovery call with one or more personalities.  It attaches directly to your Google Chrome or LinkedIn and gives you that info in real time.  Super powerful stuff.

Kantar – Media spend info can be grabbed from different places, but here at Catapult we have used Kantar for years.  The way that we use it is to simply have additional criteria when we are looking at what makes a good sized prospect for our agency client.  Many times it’s easiest to purely build backwards from your best performing client and find other prospects that have a similar spend track to them.  

Pathmatics – Similar to how we use Kantar, we use Pathmatics to get deeper information about digital advertising performance for any brand that we are interested in approaching.  We use it both at the beginning of the process to narrow down companies that spend more or less in certain areas, and we also use it when we are doing a deeper dive into a specific prospect.  Often this may come around a 4th or 5th touchpoint when we are looking for something that may help us stand out in our outreach efforts and pull an insight that potentially no other competitors have thought about talking to them about.  

Statsocial – Understanding the social audience of a brand can give you another quick opportunity to connect on a different level with your prospect.  Statsocial is our go-to tool to understand the audience demographics of the companies and brands that we are prospecting.  It also helps in comparing your prospect with another company.  Very often it’s good to show how a challenger brand stacks up against the leader in the space.  This isn’t information that the prospective brand doesn’t have, of course, but it does show that YOU understand their brand and their space, allowing for more trust and better conversations.

 

There are a host of other tech and research tools we use from DRTV info, online publications, and simple Google alerts, but these are the ones that we lean on the most.  Business Development is never simple, but if you want to truly do a comprehensive job of Account Based Marketing it’s our recommendation that your tech stack looks similar to the one above. 

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