Ed Trachier, CEO

Researching prospective clients can have many names.  Some companies call it “account research”.  Some companies call it “account mapping”.  Even others call it “account discovery”.

Whatever it is called, I call it IMPORTANT!

Knowing who you are targeting at a contact level is as important as which companies you are targeting.  The decision-makers, influencers and champions of your solution(s) need to be known in order to develop and express the most powerful value proposition possible. 

Connections that exist, trigger events that have happened, and historical decisioning may all be available with a little research.

So, you have to have the time for these processes in order to maximize success.  If you don’t have this time, call OnTarget.  We can help.

-Ed Trachier

Ed Trachier is Founder and CEO of OnTarget Partners.  He can be reached at 214-618-4960, or via email at trachier@ontargetpartners.com.

We often hear the expression that the most important words in real estate are location, location, and location.  At OnTarget Partners we have decided that 3 of our most important words are qualified, qualified, and qualified – especially in regards to the leads we generate.  We take B2B lead qualification very seriously and understand that generating quality leads ultimately results in subsequent and successful business for our clients.  Qualified leads comprise one of the most critical factors in successful B2B campaigns.  Lead quantity is important as well since a campaign certainly needs a steady supply of high-quality leads in order to be effective.

So, what makes a lead more than just a lead?  Our process begins with thorough and intensive research at OnTarget Partners.  We determine which contacts should be targeted, based on the type of marketing campaign.  We analyze contacts for each prospective company in which our client has interest.  Our research analysts can then determine who should be the key decision-maker and buyer for our clients’ solutions.  We will then take it a step further by also analyzing other contacts within their organization who may be influential to the main decision makers.

The B2B lead qualification process then continues with verifying and testing.  Contacts are confirmed in regards to their employment status, titles, phone numbers and email addresses.  Only after a contact has been analyzed and completely verified will it be added to a campaign.  When the campaign is completely filled with an adequate number of qualified targets, our opportunity developers are then prepared to hit the phones with their robust lists of data.

Would you like to learn more about our custom research and prospecting services?  Our CEO, Ed Trachier, is very knowledgeable in helping companies achieve their lead generation goals.  Find out how we can help you, too,  here.

Jennifer Hanford is Social Media Coordinator for OnTarget and can be reached at jhanford@ontargetpartners.com.

I recently had the opportunity to hear and learn a wonderful story. The story is one of opportunities found…then lost. We have all been there and maybe this story holds true for you as well.
This is the story as I heard it:
When the great library of Alexandria burned, the story goes, one book was saved. But it was not a valuable book; and so a poor man, who could read a little, bought it for a few coppers.
The book wasn’t very interesting, but between its pages there was something very interesting indeed. It was a thin strip of vellum on which was written the secret of the Touchstone!
The touchstone was a small pebble that could turn any common metal into pure gold. The writing explained that it was lying among thousands and thousands of other pebbles that looked exactly like it. But the secret was this: The real stone would feel warm, while ordinary pebbles are cold.
So the man sold his few belongings, bought some simple supplies, camped on the seashore, and began testing pebbles.
He knew that if he picked up ordinary pebbles and threw them down again because they were cold, he might pick up the same pebble hundreds of times. So, when he felt one that was cold, he threw it into the sea. He spent a whole day doing this but none of them was the touchstone. Yet he went on and on this way. Pick up a pebble. Cold – throw it into the sea. Pick up another. Throw it into the sea.
The days stretched into weeks and the weeks into months. One day, however, about mid-afternoon, he picked up a pebble and it was warm. He threw it into the sea before he realized what he had done. He had formed such a strong habit of throwing each pebble into the sea that when the one he wanted came along he still threw it away. ~Author Unknown ~
Oops. So it often is with opportunity.
The opportunity developers at OnTarget Partners want to make sure you are not casting away your golden opportunities. Our Associates are experts at making consultative cold calls to executives at every level and in virtually every industry and marketplace to identify opportunities with the highest probability for your organization to close.
Is your business searching for its own “Touchstone”? Are there opportunities out there that you would rather not lose? We would love to hear more about your company and the “pure gold” you are searching for. Please check us out at http://www.ontargetpartners.com/customprospecting.html to see how we can help you in your search.

Jennifer Hanford is Social Media Coordinator for OnTarget Partners, and can be reached at jhanford@ontargetpartners.com.

Books, books, books — love them or not, they are a part of your life! From your first days in school until your last day on earth. Even if you don’t read, someone you know does. Just go to your local library or bookstore and see for yourself that there is no shortage of:
1. Books or
2. People who read books
Borders Group filed for bankruptcy earlier this year and recently announced plans to close and/or sell its stores and/or liquidate. I have to wonder if one of the reasons for their demise was their lack of innovation. Barnes & Noble came out with the Nook; Amazon.com came out with the Kindle; Borders came up with nothing of the sort – unless you count the Kobo (which is debatable). There are rumors out there that books as we know them today will become a thing of the past. I agree that this is probably true since the world seems to be going paperless at an astronomical rate.
It is becoming increasingly difficult to stay ahead of the game. Something that may have seemed like a crazy idea a few years ago could be the next best thing. A person can no longer think of ideas as impossibilities…anything is possible. If nothing else, you can find a good book to read…or download.
We have a group of researchers here at OnTarget Partners who stay on top of the latest events in the business world that could impact not only the overall marketing environment — but also the marketing environment of your company and customers. Would you like to find out more? You can check us out at http://www.ontargetpartners.com/customresearch.html.

-Jennifer Hanford is a Social Media Coordinator for OnTarget Partners.

Have you ever “googled” yourself?  Your company?  Chances are that the research team at OnTarget Partners has!  It’s truly amazing what you can dig up on the Internet these days….you can find out all sorts of stuff about people and places that you never have thought of finding out, until you find it.  Research is truly the foundation…and the heart of…market penetration strategy.  Knowing who you should be reaching out to certainly has importance, but having some knowledge beyond that name is simply invaluable.

The research team at OnTarget takes pride in not only finding the data that our clients specifically request, but we often go above and beyond by using our own unique system.  It goes back to finding out the stuff that you would never have thought about finding out, until you find it.  Sure, there are plenty of firms out there that sell (outdated) lists of names with phone numbers and email addresses.

But, how many of those lists can tell you that the CEO of “XYZ Company” went to college with the Board of Directors of “ABC Incorporated”?

Can those other lists tell you that the CFO of such & such Fortune 500 company has identical twins attending college on a merit-based scholarship?

I don’t think so!

That’s one of the things that sets our research apart.

Our research contains not only what our clients need, but we can also go an extra step (or 10) to find out additional information.  On top of it all, our researchers really enjoy what we do and have fun digging through the layers of the internet to learn more.  We seem to learn something new everyday….sometimes more than we bargained for!

Our clients use the marketing intelligence we offer to help them get ahead in their marketplaces, increase their revenues, and improve upon their due diligence.  We can provide you with the custom research and contact data — wouldn’t your organization benefit from the additional knowledge we can offer by having a robust list to use within your market penetration strategy?   That’s what we’re here for – we can find it for you!

-Jennifer Hanford is a Social Media Coordinator for OnTarget Partners.

We live in a “video world”.

We turn on the news at night, and we see insightful, provocative images produced by amateurs with handheld video recorders.  When you think about it, it really is amazing.

Marketing in this video world requires new skills.

We, as business development professionals, must learn to communicate our message in that video format, and to do so successfully, create the content that teaches, motivates, and connects with our target audience.

Here is one of our recent videos, produced in-house, that discusses Custom Research.  For those of you who have never been in front of the camera for one of these, I can tell you it is a bit intimidating and fun!  I hope you enjoy the show.

-Ed Trachier

Ed can be reached at 214-618-4960, or via email at trachier@ontargetpartners.com

How would you react if you held a job in sales or marketing, sat down at your desk to start a busy day of making calls, but soon discovered your database was completely outdated and incorrect?  It might cross your mind to just go back home and try again tomorrow.  Or you might start trying to find some pertinent leads on your own.  Unfortunately, the latter alternative (and the former as well) would certainly impact the number of calls you are able to make, as well as the number of opportunities you could potentially set up in one day.  Surely there is a better choice?

I oversee the research department at OnTarget Partners.  One of our research department’s main goals is to produce high quality deliverables in the form of lists of contact data.  These lists are diligently prepared and thoroughly verified specifically for our clients’ needs.  The lists the clients receive from us then allow them to have the confidence to jump right into their own lead generation strategies; we’re also delivering extra time and efficiency to them in the process.  There is always a definite need for those things.

So, you may be wondering, “how does OnTarget Partners accomplish this”?  Although our methods are not patented or unique, they are still part of our proprietary protocol…giving away our secrets would be like a fast food restaurant giving away its special recipe.  It’s one of the ways we like to go above and beyond for our clients.  In the meantime, here are a few helpful hints if you would like to start your own lists:

1)    Set up your database:  It should include the companies and potential titles that you would be interested in talking with about your solution(s).

2)    Review and revise:  Check to make sure you know something about the companies on your list, such as their industries.

3)    Make your list manageable:  Of course you would like to talk to everyone in the world about your solution(s), but it is unlikely that can be accomplished in a lifetime.

4)    Find your leads:  Match up your titles with real people.

5)    Repeat as often as necessary:  Keep your ideas open and flexible.

So now you are ready to embark on your marketing campaign.  Or perhaps you are thinking about companies that can provide you with a list of names.  OnTarget Partners offers free consultations: http://www.ontargetpartners.com/customprospecting.html

We have been successful in assisting multiple clients in various industries with their lead generation goals.  It would be a pleasure to find out how we can help you and your business go above and beyond as well.

-Jennifer Hanford is a Social Media Coordinator for OnTarget Partners.

Ed Trachier, CEO

No doubt, establishing a good market penetration strategy is a complex task.  Whether you are entering a new vertical or a new geographic market, building a solid foundation in the form of a strategic plan is extremely important.

When I advise my clients regarding market penetration, I tell them three things: Research; research; research.

Start with market research and begin to understand where it is you will be going.  If secondary research information is available and adequate, use that.  If you have an internal market research department, get them involved early and often.  If you need outside help, talk to someone like OnTarget.

Next, you will need to understand your targets from both a company and contact perspective.  Who will be buying, and why?  What will motivate them?  Who has the budget?  Where is the pain?  Exploring all of these factors will take some serious time and energy, but will be worth it in the end.

Finally, as you begin to roll out your marketing program, be watchful and fluid.  If you see that something is working, do more of it.  If not, stop.

Research is the key when you are establishing a market penetration strategy.  As Dr. Carl Sagan is known to have said: “Somewhere, something incredible is waiting to be known”.

Ed can be reached at 214-618-4960, or via email at trachier@ontargetpartners.com.

Ed Trachier, CEO

Every marketer and salesperson has the requirement of mapping accounts.  By mapping accounts, we understand the decision makers, champions, and influencers that can motivate and purchase from us. 

Account mapping services allow the clear delineation of the “who” in the purchasing decision:  Who is involved in making things happen with regard to the solution I am marketing and /or selling?  

Most effective marketers realize that account mapping is the crucial first step of the proactive marketing process.  By understanding the who in the equation, one can target the right contact with the right market message.  

Salespeople generally rely on marketing to map accounts, but in cases where this support is not available, good sales people map the accounts themselves.  

The terminology of account mapping may be different from company to company.  Some organizations call it contact research, prospect research, contact discovery or target research.  Regardless of what it is called, it is a critical step used to maximize success of sales and marketing programs.  As Phil Knight is known to have said, “Just do it!”  

Ed can be reached at 214-618-4960, or via email at trachier@ontargetpartners.com.

I have always owned pets. Dogs, cats, snakes, fish etc. Currently I have a small Maltese dog and a jet black rescue cat. I have human children as well, but the pets to me; as they are too many, are unquestionably part of my family.

According to American Pet Products the pet care/supply industry in 2010 saw revenue of over $50 billion dollars. This industry has increased every year for the past decade. The pet industry is as close to recession proof as any other single business climate viable today. Stores dedicated specifically to our furry babies have cropped up in every mall across America. Animal “baby” carriages, bejeweled leashes, studded bowls and gold collars all sold and widely purchased. Top designers such as Louis Vuitton and most others sell pet lines. For a small fortune of about $2400.00 you can carry your pet in style from in a signature Louie or if that is just unjustifiable you can get a “bargain” carrier by Coach for a mere $600.

There are pet car seats, beds complete with sheet sets and pillows, clothing, shoes and even make up. Vitamins, healthcare products, braces and psychiatrists –all for pets. The pet spa subdivision of this industry has been extraordinarily profitable. In the town I live there are two full blown pet hotels and spas. For about $100 a day for an overnight stay your pets get a freshly made bed, a 6 x 9 room with a television, climate control and your choice of spa treatments. I asked if I can send my kids there and they explained it was the four legged “kid” so no.

Why do some people shower their pets with such lavish attention? Lassie didn’t use Juicy Couture doggy shampoo and she was a movie star. Most veterinarians agree that the fussy pet products designed to empty our wallets a little faster and embarrass our pets are not necessary. Pets love simple attention, companionship from their owners and love. However, not unlike babies, pets don’t complain when we truss them up as a clown for Halloween or affix glittery bows to their tufts of hair.

Pets make our lives better. This is primary reason for owning one followed secondly by utility purposes. Humans experience lower blood pressure, steadier breathing, a decrease in the effects of stress and  many other physical benefits from pet ownership. With all the decorations and pampering’s available to spoil our non-complaining furry family members why not splurge a little on them? Our pets reward us for any attention we give them. Dressing them up and showering them with spa treatments serves one purpose to them; attention. There is no harm painting FeFe’s nails hot pink if it makes us happy. It is a win-win for both human and animal. My dog’s grooming salon has recently began offering “fur color”. Shades of pinks, yellows, blues and purples are available in any pattern and level of color. My dog is normally stark white, but I succumbed to the tug of fun presented by the edgy color of the most unnatural hue of blue.  My little white fluff ball has been dyed marshmallow Peep blue, and I actually love it. I’d rather spend the money on that frivolity than on a new pair of shoes or lunch with coworkers.

Pulling our budgeted expendable income into any specific venue of extravagance is not an easy task. Perhaps dolling up our pets is just that- “dolling”. It is no secret that marketing and advertising targets specific demographics and the demographic for bedazzling our pets is one that would have been enamored with Barbie heads and doll embellishments as children. Fussing over our pets (the spenders are comprised mainly of women) appeals to our inner child, the part of us who played for hours painting purple streaks in our Dress-up Barbie when we were at the blissfully innocent and stress free age of 7.

Retro Camaros, GTOs and Challengers are in the same vain. They appeal to the 17 year old side of the 40 somethings who maybe could not afford those cars the first time around, or who did and miss the carefree days of youth enough to try to relive it in leather and chrome.

Marketing plays a huge part in most aspects of our lives. Right down to the sweater we don our Chihuahua with, marketing has turned our head, pulled our dollars out of our wallets but also given us back a small piece of our youths in some instances.

OnTarget is at the top of our field when it comes to targeting the right contacts for your company. Stop and visit us at www.ontargetpartners.com and sign up for one of trial offers to see for yourself.

-Debra Bertolino Waring is a Social Media Coordinator for OnTarget Partners.