When it comes to attracting corporate clients, time is of the essence in order to achieve the desired results.
A 90-day framework is ideal and the most common for you to delimit your campaigns.
So let's talk about the two pillars of a campaign: Results and Time. Example of a campaign: Attract 3 customers until 30/09 for product/service X starting on 01/07 (90 days).
Why you need to limit your fundraising in campaigns
So that there is learning. The market is very dynamic and you will only know what works or not when you go straight into it. The best format for you to do this is Campaigns, targeting a result within a certain timeframe.
Campaign planning
Basically you need to define the tripod product + target + methodology, the desired result and the time that will be available
- Product: What is the offer you will make to the market. What is the benefit offered.
- Target: Who you will approach. What type of company (segment, location and size) and what professional profile (position and area).
- Methodology: How you will approach. Will it be via prospecting or via advertisements?
- Result: How many clients you will attract and with what average ticket (e.g.: Attract 3 clients with an average ticket of R$ 40,000.00/client.
- Timeframe: In how many days you will achieve these results (e.g. 90 days).
Now you need to define the budget, that is, how much you will invest in this campaign. You will need to invest financial resources to go to the market, either in ads, or in the prospecting team, or in commercial costs (technology, travel, materials, etc.).
Internal measurements and management
This is where KPIs, primary targets and secondary targets come in. You need to define which indicators will guide you through the campaign. Once a week, you close the numbers and make course corrections.
Example of a real campaign
- Product: Corporate Prospecting Services.
- Target: Companies in the industrial segment.
- Methodology: Facebook ads and conversion via phone and meeting after demonstration.
- Result: To capture 20 customers with an average annual ticket of R$ 40,000.00 within 90 days, for a total of R$ 800,000.00.
- Campaign budget: R$ 70,000.00.
- KPIs: Unique visitors to the service page, Qualified calls (Leads), Proposals issued and contracts signed (weekly measurement).
Risk
What is the risk of non-performance? Generally it is high and that is because the goals are always challenging, that is, we make an effort to get out of inertia and seek a new level.
Exploring the market is always, always a risky activity.
But vital.
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