improving sales productivity for energy efficiency and sustainability solution providers
Post on 13-Sep-2014
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Ways to improve sales and marketing productivity in the B2B markets for energy efficiency and sustainability solutionsTRANSCRIPT
THE SUSTAINABILITY PROSPECTORTM
Improved Sales Productivity for
Sustainability Solution Providers
The Sustainability Sales Problem
– In an early market who do you call 1st?
1. How the Sustainability ProspectorTM can help?
2. Benefits
3. How it works – Step by step
4. Example of data outputs
5. Cambium – what we do
6. How to contact us
Agenda
What it does
The Sustainability ProspectorTM provides a list of organisations ranked in terms of areas of sustainability
interest related to YOUR SPECIFIC TARGET MARKETS
In an early stage market where the markers of
interest in a Sustainability Solution
are not yet clear
Who do you call first?
For B2B vendors selling in the Sustainability Market …
Which organisations are the best prospects
for your products and services?
Adoption of Sustainability Solutions
The Sustainability ProspectorTM delivers
Increased Lead Generation Productivity • Results tuned to meet the needs of your proposition
• Better targeting of Suspects e.g. improved tele-marketing
• Higher interception rates of interested Suspects
• More Opportunities Identified
Improves Sales Productivity• Bigger Pipeline of Opportunities
• More time in front of real clients
• Better Qualification
• Improved Sales to Lead Conversion Rates
How it works - Overview
The Sustainability ProspectorTM analyses web-based communications for a given list of organisations against sustainability related indicators.
Each organisation is ranked in terms of interest in topics relating your target markets
Target Suspects
How it works – Step 1 (of 4)
Step 1. Cambium establish an understanding of your goals and the areas where you want to develop your business.
Together with our existing market knowledge a ‘good’ Target Suspect is defined and agreed.
Target Suspect Area
Sustainability ProspectorTM
Target Suspect Area can be defined by:• Sector• Energy intensity• Market Cap.• Bespoke list
based on client’s existing network
?
How it works – Step 2 (of 4)
Step 2. A clear understanding of the your target markets is used to inform the selection of the search terms. (Key Indicators)
This will include the value that your Products or Services delivers and your point of differentiation
Sustainability ProspectorTM
KEY INDICATORS
(defined in conjunction with the client)
Energy Efficiency
Focus?
SustainabilityCommitment?
Compliance Reporting
Readiness?
CorporateSocial
ResponsibilityLeadership?
Brand risk management?
Cost reduction?
Employee engagement?
?? ?
?
?
?
Step 3. Each organisation in the Target Suspect is analysed against the defined and agreed indicators
RANK ORGS BY INDICATOR
FREQUENCY
100%………………………
0%
Sustainability ProspectorTM
Scoring of indicators can be weighted to best match the client’s value proposition
How it works – Step 3 (of 4)
RANK ORGS BY INDICATOR
FREQUENCY
100%………………………
0%
Sustainability ProspectorTM
Step 4. Organisations are categorised in terms of their likelihood to invest in your selected markets
How it works – Step 4 (of 4)
Irrespective of your preferred target company be they Leaders, Laggards or in between, this data will save you time in identifying your best prospects and
to enable early market engagement.
The table opposite is aexample of the data canbe gathered using theSustainabilityProspectorTM. Thisproprietary tool usesweb based analysis overthousands of data pointson a range of indicatorsdeveloped over manyyears of research.Note that the column on the far right is bespoke and targets the compelling events or other indicatorsrelated to the client’sspecific products orServices. This can be usedto fine tune the search andanalysis algorithms.The output can be usedto provide greaterinsight into the marketreadiness of individualorganisations andsectors.
For more information please go here
Example Output from the Sustainability ProspectorTM
• Improving your Marketing with Sustainability
• Increasing your direct sales productivity
• Expanding your sales via channels and partners
Our services help you by:
Cambium’s Services for B2B Suppliers
Find out how we can help you here
The Eco Innovation CentreCity Road
PeterboroughPE1 1SA
Telephone: +44 (0) 8456 383 280
Email: [email protected]
www.cambiumllp.com
Please contact us for an exploratory discussion