The other firms we evaluated were typical appointment-setters with an emphasis on quantity,
where you
end up with lots of leads but few with any real value.
—Dianne West, SafeHarbor
Effectively developing your market to yield high-probability, sales-qualified prospects is a complex process. PointClear’s market development—the first step in the prospect development process—requires strategic planning. A comprehensive prospect development Program Plan, focusing on all aspects of the process and complementing existing marketing efforts, sets PointClear apart.
The PointClear prospect development program plan is an inclusive 30- to 50-page document developed in collaboration with you, by your program manager, and used by associates dedicated to your account. The plan serves as an important point-of-reference when contacting targets, and is key to identifying, qualifying and nurturing prospects—and increasing conversion rates.
This program plan is based-on our best practices and thoroughly defines the market, media and offer associated with your product and/or service, as well as the marketing and sales of your solution.
The prospect development plan also documents:
PointClear’s prospect development program managers have served as senior product management, sales and marketing executives in a variety of organizations across dozens of verticals. They’re responsible for developing the plan, as well as ongoing management, analysis and refinement.
PointClear calls this market, media and offer documentation the M2O™ overview. M2O forms the core of your prospect development plan.
Market: Most companies market too broadly and subsequently miss a significant percentage of likely buyers. An example is an organization that perceives its target market to be the Fortune 500, when in reality it’s a smaller audience within that group. PointClear prospect development planning involves applying advanced market intelligence to identify and target only the highest-return segments—increasing sales performance while reducing marketing costs. The first “M” in M2O focuses on tightly defining your market by:
Media: Prospect development uses a combination of outbound calling, voicemail, websites, email and direct mail to touch prospects repeatedly over time. Our clients’ custom program plans document the multi-touch, multi-media, multi-cycle approach that builds familiarity with busy decision makers and increases potential of impact at a point when business needs are high. The second “M” in M2O encompasses how we approach your market:
Offer: The need for clear and concise messaging that speaks to buyers’ pain points is critical to prospect development success. The PointClear program plan carefully documents the client offer, including problems solved, features/benefits, and competitive differentiators. The plan also includes testing recommendations within a market sub-section as a powerful and inexpensive way to fine-tune performance and increase results. The “O” in M2O refers to the relevant offer, or message, we bring to the market: