Why human engagement should lie at the heart of your new business strategy.

Winning new clients is tough and next year the new business landscape is set to get even tougher. As a founder/owner myself, I know that balancing client work while keeping my eye on the horizon can feel hugely demanding at best - and energy-sapping at worst.

Building a marketing led new business strategy

Winning new clients is tough and next year the new business landscape is set to get even tougher. As a founder/owner myself, I know that balancing client work while keeping my eye on the horizon can feel hugely demanding at best – and energy-sapping at worst.

By partnering with – and becoming part of our client’s team – we build a marketing-led new business strategy with a trusted weighted pipeline designed to attract the right sort of clients with the right level of engagement.

In our previous journal posts, we’ve explained why this approach is key to achieving sustainable, longer-term profitable growth and we’ve shared some broad-brush practical tips on how to build a robust pipeline.

Building long-term client relationships and measuring new business success goes beyond revenue KPIs and marketing metrics: human engagement must always lie at the heart of all new business and marketing activity. After all, qualifying a new lead shouldn’t feel like swiping left or right.

STEP 1 – identifying your ideal client:

  • Be realistic. Do you understand their world and have relevant experience within their sector?
  • Take the long view. What long-term difference would you make by working with this client?
  • Switch places with your ideal client and ensure that you are 100% clear on your offering from their point of view.

STEP 2 – engaging with your new client:

  • Get under the skin of their business and understand what keeps them awake at night. What challenges do they face? What trends are you seeing in their world?
  • Be persistent not pushy. Prospects sometimes need to be reminded about your value proposition, and this may take multiple follow-ups.
  • Be curious and add value. Always think how best you can support them. Ask strategic questions and using your creativity to be one step ahead.
  • Be human and speak in plain English. Exploit your agency tone of voice and be true to your brand.

By combining human-focused, marketing-led principles you will benefit from real, positive engagement with clients and, most importantly, make a difference to their business.

If you’re currently experiencing a new business talent gap, find out about working with Beckon, as a strategic consultancy or on-going hands-on day-to-day delivery. Contact Emma here for an exploratory chat – and don’t forget to follow us on LinkedIn.