THE Expert-to-Expert Sales and Marketing platform

How many new sales do you need? Start with a question, how many new sales do you need? For many people it’s fewer than you might think. Especially in B2B where the clients are significant. Its a smaller number than you might think, being targeted with your marketing spend is important. It's tempting to focus on large numbers of leads but a small number of high quality leads are sometimes a better strategy than a spray and hope.

That’s the case for these companies. We work with a lot of firms on what we call Expert-to-Expert marketing. The basic premise goes that there are a small number of firms that are each very important and determine success (the pareto rule, 80/20 - hence Key Account Management etc) In these key firms there are a small number of expert decision makers that you need to reach and influence with the right messaging. All these firms have that in common, most B2B businesses do as well.

What role can marketing play in influencing experts? You aren’t reaching a market, you’re actually trying to reach a small number of expert people. A Person not Persona. Sometimes is simply left to the BD and sales teams. If the market is small, don’t bother marketing - just leave it to sales. Right! The problem is that means that marketing are effectively not engaging with the key clients and possibly the lions share of the revenue of the company. And that is MAD!

We know experts buy based on content 41% will invite a company to pitch 48% will award business We know that Content is extremely influential. Sales by reasoned argument 47% will pay a premium 81% will trust the brand more * statistics based on research by Edelman PR & LinkedIn

FIVE CHARACTERISTICS OF MOST SUCCESSFUL THOUGHT LEADERSHIP Relevant and Applicable  Staying current Industry Insights Digestible Trusted Source Source: Edelman Research 2017, www.edelman.com/b2b-thought-leadership

Marketing needs to be the leader.

THE VIRTUOUS CIRCLE TRUSTED ADVISORS = REVENUE & GROWTH THE WIDER FIRM AUTHORS CLIENTS / PROSPECTS

CASE STUDY: The LMA ‘18

Content at EVENTs

Content at EVENTs

Improve marketing results across the board.

CASE STUDY: Flagship Consulting ISTATOY being used to send an expert insight to the decision maker in a RFP process

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