Business development. Auditing your processes.
What tasks does BizDev solve in outsourcing and product companies? Which skills are necessary to a business development manager? Basic types of business development. A brief overview of everything you need to know about planning systemic sales in your company.
✓ Business development: linking marketing and sales.
✓ Skillset: competencies of a real BizDev Manager.
✓ BD screening: decomposing your processes and conducting an audit.
✓ Sales vs BizDev: how to build processes correctly.
✓ OKR planning: company, BD team, individual.
After the course, you can audit the BizDev processes in your company and assess the pain points that you should work on throughout the course.
Q&A session on "Audit of BizDev processes and strategy"
Strategy. From the place of business in the market to the KPI of the team.
How to create a strategy: the main stages and steps of a business on each of them. We answer the age-old question: where to get leads? We break down the company's development strategy into specific team and personal goals of the BizDev, sales and marketing department: we form KPIs using approaches that have proven their effectiveness in practice.
✓ Strategic Planning: what it includes, the formula for implementation
✓ VMOSA Model: vision, mission, goals, strategies and plan for your business
✓ Business Model Canvas: Components and Examples
✓ Analysis: competitors, your place in the market, budget, channels
✓ Examples: BizDev Plan, Month Plan.
✓ Tools: Communication, Email marketing, CRM
After the lecture, you will learn how to create a strategy and action plan for your BizDev activities. Understand your market place and opportunities. Start creating a business infrastructure from tools within the company.
Marketing. Building a lead generation funnel.
How and why you should get the most out of marketing. Theory and practice. Marketing tools for competitor and market analysis. 5P’s. Marketing research: sources, algorithm. Application of the results of the analysis as the 1st stage of an inbound lead generation campaign.
✓ Market Research: positioning, competitors, SWOT, segmentation, Personas
✓ Planning: Buyer's Journey and lead closing content
✓ Promotion: Funnels, 1-Dollar Strategy, Unit Economy, Media Plan
✓ Directions: Website, Emails, PPC, Blog, SEO, Marketing Kit
✓ Metrics: CRM, Google Tag Manager, Google Analytics, Facebook Pixel, Zapier
✓ Tools: Phantom Buster, Data miner, LinkedHelper, Chatfuel, Linkedin Advertising insights
After the lesson, you will know how to build a lead generation funnel. You’ll be able to choose which marketing tools to use right now. You will conduct a SWOT and competitive analysis of your business.
Brand. Creating your unique offer.
What is a brand and how to make it work for you. What business devs need to know about the company's brand and how to present it. What activities help to pump the brand and get more partners.
✓ Brand value: your unique advantage, personalization, social engagement.
✓ Brand trends: countries, companies, examples.
✓ Brand artifacts: logo, colors, culture, UX, communication.
✓ Brand for BizDev: Guidelines, Pitches, Press Kit.
✓ Event Management: is it worth it in 2022.
After the lecture, you will learn how to work with a brand and will be able to start working on creating your unique position in the market and in the minds of customers.
Digital Marketing. SMM and Content.
What promotion channels to use and how to measure their effectiveness so as not to flush the budget down the drain. How to build a content strategy by learning from the best and how to ensure it can be reused regularly.
✓ Content Marketing - why it isn't just a blog post.
✓ Content Types: Lead Magnets, Interviews, User Cases, Tutorials.
✓ Examples: Google, Grammarly, SoftServe.
✓ Process: Content Plan, Re-using Strategy, 70\20\20 Principle, Metrics.
✓ SMM - what to choose in 2022?
✓ Metrics: CPM, CPC, CTR, ROI, SMO.
After the lecture, you will know how to draw up and control the digital strategies of your business. You will be able to choose the channels and tools that will provide the best conversion for you.
Sales. Lead generation. Getting ready for the first campaign.
Outbound and Inbound leads. Automation tools. Lead generation campaigns: types, stages of preparation and execution, evaluation of results. Planning your sales cycles. Learning to work with different customer responses.
✓ Sales: Selling System, Lead Gen Overview, Account Sourcing
✓ LI Sales Navigator
✓ Expandi automation
✓ Outbound Leadgen Campaigns: General, Event-based
✓ Message: Pitches, DIQ Formula, 5 Step Blueprint
✓ Prospect: what to write if the client agreed/refused/didn’t answer.
After the lecture, you will learn how to automate your lead generation process. You’ll make a monthly lead generation plan and a thematic list for the Outbound Campaign.
Sales. Building funnels and analyzing where leads are lost.
Types of funnels and how to work with them. Building a sales funnel for outbound emails from scratch. Collaboration with funnels: preparation, formation, analysis, and updating.
✓ Funnels: types, metrics, examples.
✓ Lead management: segmentation, emails, custom emails.
✓ Outbound channels: Emails, LinkedIn, Socials.
✓ Analytics: conversion, subjects, length, # of steps.
✓ Case study of problems at different stages of funnels.
After the lecture, you will be able to build or adapt your funnel from the stage of research or lead search to closing a deal and getting a client. Analyze where leads can be lost in your funnel.
Sales. Partnership management. Building relationships.
Potential partnerships: how to identify and build relationships. Pitch for partners. We will learn to contact community leaders and build cooperation with them both if you are a big outsourcer and if you are still a small noname brand.
✓ Sales Stage: steps, metrics at each stage.
✓ Inside Selling: Cold calling\mailing, LinkedIn, Lead Nurturing.
✓ Onside Selling: One-to-one meetings, Conferences, Meet-ups.
✓ Sales Scripts: situations, analysis, and examples.
✓ Events for Partnership: Calendar, preparation and attendance algorithm
✓ Examples: EPAM, Cognizant, Leadfeader, Hubspot
After the lecture, you will learn how to build an affiliate network for your company and understand how to act when communicating with partners to ensure win-win conditions.
Sales. KPIs. Measuring your result.
How to evaluate the effectiveness of the sales department and choose the best framework to control and improve processes. Sales qualification framework. Sales KPIs in B2B. Analyzing your current position and monitoring the metrics.
✓ Checklist for your KPIs.
✓ Pipeline Heath: Value, Lead-to-Sale, Close Ration
✓ Sales Effectiveness: Revenue, Win&Lost Stat, Win/Close Ratio.
✓ Sales Efficiency: Sales-to-Date, Sales Booking.
✓ Analysis: BANT, FAINT, Win&Lost Analysis.
After the lecture, you will be able to analyze the performance of your sales department and build a system of metrics that will objectively evaluate your Pipeline Heath and Sales Effectiveness.
Custom emails. Compelling to open your letters.
How and why to work with email newsletters. What types of campaigns there are and which ones are most effective. What tools help build and analyze mailing lists.
✓ Preparation: what to look for in Email Campaigns.
✓ Tools: Gmail Tricks, Mailer Lite, Active Campaign.
✓ Campaign: Text, Automation, Split (A/B).
✓ Examples: Plain Text, Regular, Automation, Release.
✓ Building mailing lists in Mailchimp: Lists, Group, Segments.
After the lesson, you will be able to build Emails Campaigns for your business, choose the type of newsletters, and practice creating them in Mailchimp.
Account-based Selling. Implementing in your company.
Planning a custom campaign, analyzing the region, determining the subject of Email and key contacts, forming the body of the letter. Personalization of emails. Dealing with common objections.
✓ Emails: bulk and targeted mailing, customized letters.
✓ Personalization: content, LinkedIn profiles, social networks, videos.
✓ Custom Emails: Subject, Preheader, Title, Call to Action.
✓ Sequences: how to build, how many times to use.
✓ Practice: emailing mistakes, case analysis.
After the lesson, you will learn how to write custom emails for your Email Campaigns, learn how to build sequences. You’ll be able to practice personalizing emails using video and other tools.
Account and Customer Success Management. Developing relationships with clients.
Working with existing clients. Metrics for assessing the implementation of ABM. Monitoring your Sales Department. ABM and Content - how to build a coherent system.
✓ 6 steps to work with ABM
✓ Metrics: Pipeline Growth, Revenue Growth, Engagement, Win Rate, etc.
✓ Performance Tracking: Management, Reps Accounts, Benchmark Review.
✓ Content: checklist for creation, scoring, tactics.
After the lecture, you will learn how to monitor the effectiveness of the implementation of the ABM approach in your company. You’ll know how to combine ABM with other tactics you already have.
Final exam.
Summarizing the results of your project on the course. Student pitching. Recommendations to improve your current business. Celebrating the end of the course!
✓ Presentation and pitching of the course participants’ own projects.
✓ Investor-level questions from the audience.
✓ Recommendations for further improvement and development.