Proactive Prospecting
Generate Leads: Create a Sales-Driven Content Marketing Program
Overview
May 06
1:00 - 2:00pm ET
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This Session Is Part of a Series
Accelerated Prospecting with Account-Based Marketing
Shopping around capabilities and case studies has become the single-most dated approach to prospecting.
When orchestrated strategically, methodically and efficiently – newer methods of proactive prospecting can open new doors in a matter of weeks. To that end, this live web training program has been completely updated for 2021 to addresses the market volatility and the shorter-term revenue needs of agencies.
Account-Based Marketing (ABM) will help to identify and convert your best prospects more quickly. This series will teach you a more strategic approach, starting with hyper-focused targeting. You begin by identifying the specific clients your agency can most quickly and easily turn into new assignments. One by one, those leads will receive a personalized call-to-action supported by value-rich, insight-driven content. With this approach, prospects are pulled into your pipeline with a sense of urgency and momentum. This prevents leads from stalling and never converting. Simple, but sophisticated, new tech tools help support this powerful approach.
In fact, there are small and mid-sized agencies using ABM right now to achieve unusually high growth. Because of the emphasis on focus and efficiency, this approach requires fewer agency resources, and ultimately leads to faster conversion.
Sessions In This Series
- April 22: Identify Those Prospects That You Can Most Quickly Convert: Your New 2021 Target List (more >>)
- April 29: Accelerate Your Pipeline: Pinpoint Your Prospect's Most Urgent Needs (more >>)
- May 06: Generate Leads: Create a Sales-Driven Content Marketing Program
- May 13: Nurture Leads: Convert Your Outreach Into First Meetings (more >>)
- May 18: Convert Leads: Getting a New Project From Your First Meeting (more >>)
This Session
Generate Leads: Create a Sales-Driven Content Marketing Program
Opening doors more quickly requires the right sales messaging and content. To that end, we'll address how Content Marketing is applied to an ABM sales process – completely accelerating your pipeline and conversion potential.
Based on your personalized target list, you'll work through a process to identify the type of content necessary to have prospects pick up the phone – and even proactively reach out to you. At the same time, scale is critical, but resources are likely tight. Given this, we'll outline how to develop and scale the most compelling content in a way that requires the least amount of agency resources.
In the end, you'll learn how to create your content, add your call to action, and then distribute it out through targeted channels that engage your prospects.
Training Materials
Following the webinar, you will be provided with digital access to print the session materials.
Who Should Attend
This training is designed for those team members who play a key role in leading or supporting the agency's new business prospecting. This may include new business leads, client services/account management, strategic planning, research, data/analytics, and project management.
Generate Leads: Create a Sales-Driven Content Marketing Program
About the instructor
Nadine Tull
Director, Agency Growth Strategy
Nadine Tull is Director of Agency Growth Strategy at Mirren. She specializes in training senior teams how to more aggressively – and more methodically – generate organic growth and new business.
In her agency career, Nadine was a force in account management. She worked to establish a partnership with her clients, providing a level of strategic counsel that was focused on growing their business – and the agency’s. In fact, she believes that clients are looking for proactive business partners who lean in hard and don’t just passively take orders. It is essential to frame every aspect of the agency’s work through this lens.
Nadine spent the majority of her agency career in Los Angeles, playing a leading role on retail powerhouse clients that included Taco Bell and T-Mobile. She then moved to the WPP agency, Cole & Weber Seattle, to lead their largest accounts and run new business pitches. During her tenure as the agency partner for Washington’s Lottery, she led continuous years of record growth for the client and agency. She expanded their digital ecosystem, grew the account scope, and successfully defended against a large competitive review, securing the business for six additional years.
Most at home in the center of it all, Nadine lives in downtown Seattle, placing her at the heart of the city’s theater, event and food scene.
Nadine can be reached here by email.