By: Chelsea Nolan

One of the most asked questions I get from business owners is, “How can you possibly understand my business well enough to sell it?”

Since Prospectr Marketing serves over 50 different industry verticals, it is certainly a valid question – We don’t have a cookie-cutter approach to marketing, using the same campaign over and over to sell the same offering. Each new partner we take on requires a brand new marketing campaign: the subject lines, creative copy, target market, the voice and tone their distinct prospects need to hear and more must be customized to each and every company we partner with.

In order to understand why we can be confident in saying we can sell your product or service, regardless of the complexity of the offer, or the industry, you have to know the process each new partner takes with us.

Part I: Partner Success Meeting (PSM)

Before we even decide to take on a new customer, 2-4 meetings take place between the founders of Prospectr, Dan and Travis, a Prospectr salesperson, and the experts on your side. Once the salesperson on the initial “discovery call” gathers information and determines the ingredients for success exist, everyone joins together in what we call a “Partner Success Meeting.” This is where we begin to determine the “hook”, or value proposition that will drive a successful campaign. The data available for the target market. If we have a value proposition that will generate a response and a large enough target audience, or a large enough deal size to a small audience then we move to a terms and conditions discussion. After this meeting, we typically provide a customized agreement and Scope of Work for review.

Part II: The Launch Call

Say we have had several meetings together, reviewed the agreement, and decided we have the recipe for a successful partnership. The numbers make sense, the agreement is signed, and you are now part of Prospectr’s happy family of partners. We already know a lot about you- we needed to in order to determine if we could have success together. Now, it is time to dive deeper – in order to sell your company’s services, we need to holistically understand not just what it is you do, but how you do it, who buys it, and what you know about your prospects.

This is where the “Launch Call,” or “Onboarding Meeting” comes in. This meeting is crucial in the creation of your marketing campaign. It includes the experts on your end, as well as ours: the Creative Director, Creative Writer, Customer Success Manager (account manager) who will be managing your campaign, and the Director of Marketing will all be involved in this meeting. All notes and information about your business gathered through the process so far is distributed to our team, so everyone is on the same page about what you do.

The goal of this meeting is to find out key information about your business which will be used in different aspects of creating the campaign. We need to create a marketing “hook” which will be used in the copy to attract initial interest in the inbox, and write various emails which speak to the value you bring to your customers – most importantly, we need to learn what issues your clients have in order to place your company in front of them as a solution.
It’s also our job to determine new target markets we can reach out to on your behalf. Some companies come to us with a very clear idea of who they want to target, where others know there are more people out there that could use their services, but don’t know exactly who they are. By understanding your value proposition and who you’ve worked with in the past, we can come up with new markets to use in the campaign.

All creative is always approved by our client before it is ever sent out. Once creative is approved, data is compiled, and the domain is created, we are ready to launch. 2 weeks after the Launch Call meeting is when the campaign officially begins.

Part III: The Campaign Meetings

Our work isn’t done when the campaign is launched. Part of what makes our process so unique is that we alter the campaign as it goes to ensure maximum results. On the target market side of things, we are always analyzing results to determine if a certain segment is responding more, or better, than others. This is how we have uncovered brand new successful markets for our clients in the past – If we do find that a certain industry, job title, geographic location, etc. is responding to the campaign better than another, we will purchase more data in that demographic and alter the campaign accordingly.

As far as the different emails we are sending out week after week, we are constantly analyzing the responses from decision makers to tweak, as necessary, the messaging ensuring it is qualifying the prospect, catching their attention, and accurately depicting the very specific challenge you can solve for them.

Every two weeks, or more/less as you deem necessary, the Customer Success Manager (CSM) who is managing your campaign will get on a call to go over the results and analytics of our marketing efforts. This person is your go-to at Prospectr: although everyone is available should you want to speak with them, you don’t have to talk to 20 different experts to discuss the various aspects of your campaign. Your CSM is responsible for tracking the leads coming in, making sure the campaign is on track, and speaking with the team as necessary to facilitate success.

We take on new customers in verticals all across the board every month, and we have success with them because of this proven process. Through understanding key pieces of your business, and the target market which will benefit from your offering, and then reaching your audience at the right time, with the right solution we are able to grow our customer’s business.