Demand Creation

Our number one priority when working with you is to focus on your marketing strategy and ensure it is unique, compelling, differentiating and sustainable vis-à-vis your competitors. Because when you get right down to it, your marketing strategy is – or should be – your business plan.

Pipeline Building and Lead Scoring

To sell, first you need to identify prospects that are likely to buy and then contact them with meaningful messages and offers so you can qualify them as potential buyers of your products and services.

Target Market

VSM helps you develop marketing initiatives that are results-focused. We show you how to align your messages, offers, timing and communications with customer preferences and with your sales goals and objectives.

Lead Nurturing

We audit and assess the health of your current sales and marketing ecosystem, and we design and implement improved customer-acquisition approaches. Our goal is to assume efficient and effective demand creation programs across the marketing and sales continuum

Target Market Testing

Targeting involves analyzing the types of companies – and the contacts in those companies – with which your value proposition is most likely to resonate. Multiple contacts in a company may be justified. Interest statements and value propositions are customized for phone presentation based on the market segments and contacts being targeted.

VSM can find the information you need in order to know exactly what is happening in specific market segments. We can help you understand your market position and how your target market perceives you, we can determine where your competition is, gather pricing, strategic alliance, market validation and customer survey information; carry out database development/verification and more.

Contact Identification

After identifying the industries and market segments that best match your product or service, you should identify who the buyers in these companies are. Companies don’t buy; people do. You need to know where your buyers are in the organization chart as well as what drives their position.

Then you need to acquire your contact information, which is another challenge for most vendors. The marketing database – or, rather, the lack or disorganized state of one – is often cited as the single largest impediment to the client prospecting success. The need to create this institutional memory of prospects is clear, yet doing so requires time, discipline and resources. Your marketing database should enable you to:

• consolidate disparate data sources
• acquire and organize a critical mass of contact records
• append and condition records for marketing readiness
• import/export records for marketing touches
• consolidate prospect/customer responses, and
• design and issue meaningful reports that transform results into business intelligence.

Sales Message Management

Success in complex selling environments requires a thorough understanding of specific market challenges and opportunities. You should target appropriate prospects. Your message and offers should be specific and relevant. Your marketing and sales dialogue should be prospect-centered, resonate with prospect needs and build on prior interactions. What’s more, each prospect response should receive reliable follow-through. And to support all this, the data from each step should be captured, tracked and considered.

We use customer message management practices to structure your sales messages so that they will resonate with your prospects.