Ed Trachier, Founder and CEO
OnTarget Partners

Marketing to the top is not easy.

CEO marketing requires unrelenting patience and tenacity.  It also forces marketers to be at the top of their game at all times, understanding that powerful executives expect nothing less and often demand more.

I have been in the CEO marketing business for over 20 years now.  I suggest to new prospects and clients of OnTarget’s services that I have learned a lot more from my failures than my successes; the scars on my back enable me to be that much more successful (for them) today!

So, what have I learned about CEO marketing over this time?  Several things that may have an impact on how you approach selling to CEOs in the future:

CEOs are interested in solutions that help their companies become more effective and efficient.  They want to cut costs and increase revenue.  They are required to spend time on strategic initiatives that make the company better in the future.  They are expected to be visionaries and motivators, with great communication abilities and unwavering integrity.

CEOs are paid to make the right decisions quickly.  This does not mean that they do not do their homework; it means that they tend to say “no” much more readily than the average corporate buyer.  They process better.  They know what they need based on experience and talent, and if your offering does not create the value they require, you will be shown the door quickly.

I have written many times about “Demand Discovery” versus “Demand Creation”.  At no place in corporate buying decisions is demand discovery more important than the c-suite.

Therefore, studying and reading prior to marketing to a company CEO is paramount.

If you understand where the leader is looking to take the company, it is much easier to see where your solution fits in that journey.

Google the CEO and the company.  Do an advanced search and see what has been written in the past month.  (Not long ago, we at OnTarget would spend hours reading 10-ks and quarterlies prior to picking up the phone.  Now, information is at our fingertips with a quick online search).  Go to the company website and read the recent press releases.  Read the blog, specifically the “CEO’s Blog” if there is one.  Watch videos and listen to the podcasts produced by the CEO.

What are you looking for while studying and reading?  Trigger events that make your solution attractive to the CEO.

Look for situations, issues, and opportunities that match success stories and case studies for your company’s solutions.  If these exist, you may have just discovered demand.

Build your value proposition to highlight your solution in such a way that the CEO knows immediately the value you can bring to the table.  Maybe start with a dimensional mailing (FedEx works the best).  Send an email to support your phone call, and then coordinate an in-person meeting when it makes sense.  Don’t “sell”, rather, “market”.  Inform, prove and be honest.  The CEO will appreciate your candor and if your offerings match up to his or her vision, you may be on your way to a fabulous, long-term business relationship.

-Ed

Ed Trachier is Founder and CEO of OnTarget Partners, LLC.  He can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Ed Trachier, Founder and CEO
OnTarget Partners

I am frequently asked, when engaging with a new client, about my advice in running proactive marketing campaigns.  I have been in the marketing industry for going on 20 years now, and I have run thousands of marketing campaigns and projects with my clients.

I think the best advice I can give is this: Focus.

Compelling value propositions tend to be targeted value propositions.  Focused marketing works best.

Targeted marketing enables you to create much better and more persuasive messaging.  It makes your calls to action more powerful.  It connects you better with your prospects.

OnTarget Partners has built a stable and successful business with our targeted marketing efforts.  To learn more, please send me a note here.

Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com

What is the best way to clean data, and move over into a new CRM? Yes, it is a question that marketing professionals have struggled with for decades. In examining your current sales data, it is critically important to take a holistic view of all of your data. What records are still valid? What is the current corporate structure? Have any mergers, acquisitions, or divestitures occurred? What about name changes? Are the target contacts still at the company and how has their role likely to have changed and to what? Data cleansing must precede your CRM implementation.

Unfortunately, there are no short-cuts to this process. What is needed is a systematic, repeatable, accurate, and verified process to assure the highest accuracy possible. With so many other responsibilities, and tasks, it is highly unlikely that a company should attempt, or will succeed, in handling this function without outside help. You need a company with experience to assist – allowing your marketing team to think strategically, and freeing-up your sales teams to focus on filling their sales pipeline, and closing the deals “closest to the cash.”

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com

Ed Trachier, Founder and CEO
OnTarget Partners

If your world is like mine, you sometimes get lost in the hustle and bustle of day to day business.  It is in these times that I have to remind myself of the power of pipeline lead nurturing.

Sometimes a lead isn’t converted into a client or customer shortly after first contact due to deal flow (time to close) or some other unique circumstances.  It is imperative for each of us to focus on three areas: capturing the lead information, creating a lead pipeline, and nurturing the lead through our (closing) process.  We as marketers need to focus on each of these areas, and, as a result, we can transform a nurtured lead into a client.

It’s always great to get a referral, phone call or email with an inquiry from a qualified prospect, and a few days later have a signed fee agreement— but it usually doesn’t happen that way.

This doesn’t mean the lead should be dropped or discarded; rather, with the right care, feeding and patience, your lead has the potential to become a valuable future client.  The key is for the marketer to remain on the lead’s radar and follow up with the lead as agreed.

First, capture the leads contact information in your CRM.  Put in good notes about your conversation and what next steps are.

Second, do what you said you would do!  If you promised a whitepaper or case study, send away.  If you said you would call back in six weeks, make the call.  Drip campaigns are useful to building solid nurturing pipelines.

A solid sales pipeline requires a powerful nurturing for a lead pipeline.  If you don’t have a pipeline nurturing plan in place, OnTarget can help.  Visit http://www.ontargetpartners.com/freeconsultation.html.

-Ed

Ed Trachier can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Ed Trachier, Founder and CEO
OnTarget Partners

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 Trachier

Ed can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Ed Trachier, Founder and CEO
OnTarget Partners

When it comes right down to it, asking the right questions is one of the most important things we as salespeople can do. Experienced and successful salespeople tend to be very good questioners, because they know that good questions qualify prospects better:

• Does the person I am dealing with have budget authority?
• Who else will be involved in the buying decision?
• What does the competition look like?
• How quickly will the decision to buy happen?

Talk to your prospects, and push them to move forward with good questions. Questionable selling will work for you, and lead to increasing sales effectiveness.

-Ed

Ed Trachier is Founder and CEO of OnTarget Partners.  He can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Ed Trachier, Founder and CEO
OnTarget Partners

My eighth grade son reminded me of something I learned a long time ago over the weekend.  We were working on a school project.  He was creating a poster board advertisement for a made-up product (iSolar — the coolest recharger for your iPhone ever!).  His teacher requested that the advertisement contain each of Aristotle’s appeals — Ethos, Pathos and Logos.  Most of you probably know that these break down to mean credibility, emotional and logical means of persuasion.

While he was working diligently to create the paper solar panel to connect to his cardboard iPhone, I was doing research.  I read several articles on ethos, pathos and logos.  I stumbled upon what I had learned a long time ago, but forgotten.

Pathos, or emotional appeal, has a double meaning in the Greek language of Aristotle.  The first definition, which is easy to understand, is ‘experience’.  The second definition, a bit more complex, is ‘suffering’.

Isn’t it funny how one of the great communicators and thinkers of the past chose such a word?

In many ways, experience does come with a great deal of suffering.  I know for a fact that the experience we have at OnTarget has been earned…and we have the scars to prove it!

Last week, I put together a short video on our experience.  Here is the link:

http://www.youtube.com/watch?v=X9A2K9gIZqU

I hope you enjoy hearing about some of our Pathos.

<This blog was originally posted in 2011.  My son Nick is now a sophomore in high school.  I reminded him this weekend that the term sophomore is probably a compound of the Greek σοφός (sophos), “wise” + μωρός (moros), “foolish, dull” — a wise fool.  He may go into marketing after college.>

-Ed

Ed Trachier is Founder and CEO of OnTarget Partners.  He can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.

Ed Trachier, Founder and CEO
OnTarget Partners

The terms B2B and B2C are short forms for Business-to-Business (B2B) and Business-to-Consumer (B2C). Both describe the nature and selling process of goods and services. While B2B products and services are sold from one company to another, B2C products are sold from a company to the end user. - Wikipedia

B2B sales are significantly different from B2C sales.

B2B transactions often involve several decision-makers, multiple channels, and, sometimes, unique technical specifications.  These issues, coupled with the typical large investment requirement, will tend to make the sales cycle longer and more arduous.

In most instances, the complexity of the B2B sale requires a talented and experienced sales executive to lead the prospect through the buying decision, as opposed to going it alone.  These sales executives tend to be the best in the field, as a B2B sale can easily add up to a million dollar plus deal.

The Internet is changing the way B2B buyers buy.  Armed with significant information about competitors, pricing structures and independent evaluations, prospects are well educated shoppers.  The savvy B2B marketer creates a solid and consistent brand with tactical marketing programs geared to specific target audiences using powerful value propositions.  By educating, motivating and nurturing, the B2B sale is made well.

-Ed

Ed Trachier is Founder and CEO of OnTarget Partners.  Ed can be reached at 469-200-4901 or via email at trachier@ontargetpartners.com.

Marketing to the top is not easy.

CEO marketing requires unrelenting patience and tenacity.  It also forces marketers to be at the top of their game at all times, understanding that powerful executives expect nothing less and often demand more.

Ed Trachier, Founder and CEO
OnTarget Partners

I have been in the CEO marketing business for over 20 years now.  I suggest to new prospects and clients of OnTarget’s services that I have learned a lot more from my failures than my successes; the scars on my back enable me to be that much more successful (for them) today!

So, what have I learned about CEO marketing over this time?  Several things that may have an impact on how you approach selling to CEOs in the future:

CEOs are interested in solutions that help their companies become more effective and efficient.  They want to cut costs and increase revenue.  They are required to spend time on strategic initiatives that make the company better in the future.  They are expected to be visionaries and motivators, with great communication abilities and unwavering integrity.

CEOs are paid to make the right decisions quickly.  This does not mean that they do not do their homework; it means that they tend to say “no” much more readily than the average corporate buyer.  They process better.  They know what they need based on experience and talent, and if your offering does not create the value they require, you will be shown the door quickly.

I have written many times about “Demand Discovery” versus “Demand Creation”.  At no place in corporate buying decisions is demand discovery more important than the c-suite.

Therefore, studying and reading prior to marketing to a company CEO is paramount.

If you understand where the leader is looking to take the company, it is much easier to see where your solution fits in that journey.

Google the CEO and the company.  Do an advanced search and see what has been written in the past month.  (Not long ago, we at OnTarget would spend hours reading 10-ks and quarterlies prior to picking up the phone.  Now, information is at our fingertips with a quick online search).  Go to the company website and read the recent press releases.  Read the blog, specifically the “CEO’s Blog” if there is one.  Watch videos and listen to the podcasts produced by the CEO.

What are you looking for while studying and reading?  Trigger events that make your solution attractive to the CEO.

Look for situations, issues, and opportunities that match success stories and case studies for your company’s solutions.  If these exist, you may have just discovered demand.

Build your value proposition to highlight your solution in such a way that the CEO knows immediately the value you can bring to the table.  Maybe start with a dimensional mailing (FedEx works the best).  Send an email to support your phone call, and then coordinate an in-person meeting when it makes sense.  Don’t “sell”, rather, “market”.  Inform, prove and be honest.  The CEO will appreciate your candor and if your offerings match up to his or her vision, you may be on your way to a fabulous, long-term business relationship.

-Ed

Ed Trachier is Founder and CEO of OnTarget Partners, LLC.  He can be reached at 469-200-4901, or via email at trachier@ontargetpartners.com.