In Business-to-Business Sales, Contact Intelligence Is Vital

If you know your customers’ daily challenges, you can easily explain how you can help them, whether that’s with a product or ad inventory. Most sellers, when they find a business opportunity, lead with email outreach. But a one-size-fits-all approach might not be the best way to identify the best way to reach the most valuable opportunities. What can you do with a name and a business email address? There’s a ton of information you can find out about your prospects if you can get a business email address for them. At the very least you’re going to have their company name and website URL. Once you visit that URL you will probably get a sense of what your prospect’s business is and how you might help them achieve their goals. Everyone email in a company’s business email address directory will tend to follow the same format, too, so once you know one person in an organization, it’s not very difficult to extrapolate that out over the people in the organization you want to reach. Usually you’ll be looking at some combination of first name (or initial) and their last name (with or without a dot separator). Some companies limit their name-side of the email address to a specific number of characters so there might be some truncation involved, but you don’t have to be Wikileaks to figure out the pattern. This knowledge is particularly useful if you’ve heard about a promotion or new hire in your target organization and want to get on their radar before anyone else. Unlock their social media accounts Business email addresses will also...

Agency Shifts: Wins, Losses & Accounts in Review

Agency changes signal a shift in thinking on the part of an advertiser, and an opening for media and marketing sales professionals who position themselves just right. To help you ride the most recent wave of key agency changes and accounts in review, we’ve rounded up ten of the UK’s most notable changes in the last month, with opportunity analysis courtesy of Winmo’s in-house prospecting publication, DailyVista.   ACCOUNTS ON THE MOVE Advertiser: Asics | Agency: OMD | Assignment: Consolidated global media DailyVista Details: After the Japan-based athletic equipment company completed an internal restructuring last year, it appears the ripple effect has expanded outward, with the brand consolidating global media duties with OMD. Seller Tip: While the Asics account team at OMD is still being staffed (Winmo users click here to follow this account), agency-focused sellers should be ready to strike. As far as targeting, take cues from the global “It’s a Big World. Go Run It” campaign recently created for Asics by Omnicom sibling 180 Amsterdam. The effort focused strongly on print, outdoor, social and events, with an emphasis on health, entertainment and sports-focused ad destinations. Asics Contacts: CEO Asics EMEA; Marketing Manager – UK & Ireland   Advertiser: The Money Shop | Agency: JAA | Assignment: Media buying & planning DailyVista Details: The Money Shop, part of DFC Global Corp, has awarded its £1.8m media account to JAA without a review. Seller Tip: Keep in mind that The Money Shop, like other DFC Global brands including PaydayUK and Express Finance, targets consumers in need of quick cash and short-term loans: young parents, baby boomers in need of funds...

Networking in the Age of Social Media

Perhaps no other pocket of life has felt a greater impact from social media than the world of business. According to recent data, 98% of sales professionals across the UK believe social media is essential for closing deals. Networking with peers, communicating with colleagues old and new, and reestablishing connections with past acquaintances has literally never been easier – or more instantaneous. With so many people staking their claim across the internet, simply having a social media profile is no longer enough to stand out, and certainly not the best way to take advantage of the many benefits that social media offers. On the other hand, blindly blasting the same message out across multiple channels (he whose only tweets are auto-posted from Facebook, we see you!) doesn’t do you any favours either. To maximise the potential of your social media universe, here are key points and best practices to keep in mind. Know Your Channel Repeat after me: not all channels are created equal. Each one has its own unique strengths and, as a result, its own unique user base. Twitter users are looking for short-form bursts of quick information. Facebook users are more adept at long-form blog-style posts, and including a photo always helps grab attention, but isn’t necessary. Instagram and Pinterest are completely unique to each other, but both are driven by photography and imagery. LinkedIn is more professional in nature than just about any other network out there. Even if you’re broadcasting the same basic message across all channels, the shape that message takes will need to change depending on the network you’re using. There are...

List Partners Inc. Opens Access to UK’s First Social Prospecting Network – WinmoTalk

For Immediate Release 25 April 2016 – List Partners Inc. has opened access to its anonymous new business community forum, WimoTalk, inviting media and marketing sales professionals across the U.K. to begin trading leads, contacts and insight with their peers. “The moment a user logs into WinmoTalk, they gain access to an expanded network of professionals willing to share their knowledge of Britain’s top advertising accounts,” said Dave Currie, President of List Partners Inc. In addition to connecting new business professionals, the community is backed by LPI’s internal research experts, who monitor threads for accuracy and relevance.   WinmoTalk, the first community of its kind in the United Kingdom, is an extension of LPI’s newly launched full-scale sales intelligence tool, Winmo. The broader Winmo product provides an all-in-one prospecting solution, one that empowers users to identify decision-makers and generate leads with advertisers and their agencies. An evolution of veteran platform The List Online, Winmo introduces enhanced search filters and enhanced relationship mapping to pave a clearer path to qualified marketing budgets. “Winmo is the only platform that serves sales professionals with intelligence on companies, decision-makers and why to engage them,” said Currie. “We’re empowering teams to be more strategic with their prospecting, helping them to close the sales gap to win more business.” Its feature set relies on personalisation, with custom lead recommendations and the ability to receive email alerts when profiles of interest have changes – like new personnel or agency relationships – ultimately signaling an opportune time to connect with prospects. Now, with the combined reach of Winmo, and its new business community, WinmoTalk, sales professionals in the UK...
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