In this presentation, the visitor is introduced to the essentiality of developing a balanced Business Development Strategy for any business. Strong focus is given to the importance of having an effective Inbound Marketing Strategy, some Outbound Marketing Strategies, all with the aim to generate better leads and to drive more business through the front door of one's business. Attention is also given on how to convert leads into actual long-term business relationships.

1. BUSINESS DEVELOPMENT STRATEGY
74 Beachside Parade, Yanchep, WA 6035
Phone: (08) 9561 1738
Mobile: 0410 043 877
Email: info@rothassociates.com.au
Web: www.rothassociates.com.au
Developing a Balanced Business
Development Strategy
Prepared by:
Hein Roth
Principal Consultant
Roth Associates

2. BUSINESS DEVELOPMENT STRATEGY
Outline
ROTH ASSOCIATES
1. Typical Issues
2. Information Age Business
3. Creating a Balanced Business Development
Programme
4. Structured Business Development Programme
5. Questions
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.

3. Typical Issues
 Reactive
 No structured strategy
 No staff engagement
 Predominantly outbound
 Inbound strategies are foreign ground
 Converting enquiries into sales
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
“WE NEED MORE OF THE RIGHT KIND OF BUSINESS”

4. Business Turnover Drivers
Five turnover drivers to grow any business …
 Get more inbound traffic
 Convert more enquiries into business
 Increase repeat business
 Increase average sales value
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 Increase profit margin per sale

5. The Changing Face of Business
Industrial Age Business
 Money driven
 Greed and exploitation
 Hard-sell approach
 1760 - 1990
Information Age Business
 Information driven
 1990+
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 Sharing and generosity
 “Soft” approach

6. Information Age Business
 Traditional lead generation yields less
 Longer sales cycle
 Companies are not achieving targets
 Major competition for business
 Increased outbound marketing costs
BUSINESS DEVELOPMENT STRATEGY
A major shift in business …
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 Major shift to self-education – “DIY”
 Access to the Web has changed client
expectations
 Knowing before interacting

7. Business Development
BUSINESS DEVELOPMENT STRATEGY
1970s – 1980s
Trade Shows
Magazines
Sales Rep
Peers
Analyst
Direct Mail
CLIENT
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
CLIENT
2013
Online
Video
Email
Marketing
Magazines
Twitter
Social
Networks
Business
Networks
Online
Q&A
Peers
Blogs
SEO
Optimisation
Trade Shows
Mobile
Marketing
Virtual
Events
Sales Rep
eBooks
Direct Mail
Analyst
1995+

8. ROTH ASSOCIATES
The Changing Face of Business
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.

9. The Internet Boom
 9.46 Billion web pages
 100,000 Tweets/minute
 2 Million Google searches/minute
 680,000 pieces of Facebook content/minute
 200 Million emails/minute
Some interesting statistics …
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.

10. The Internet Boom
 80% of all adults use the Internet daily
 90% visit a social networking site at least
once a month
 78% gather information informally
 59% engage with peers on the topic
What’s happening in the business world?
BUSINESS DEVELOPMENT STRATEGY
 50% read blogs at least once a month
 48% follow industry discussions on the topic
 37% post questions on the topic
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.

11. The Internet Boom
A couple of interesting business facts …
 33%+ companies use Blogs for BD
 Companies that Blog get 55% more
website visitors
 57% of B2B companies have acquired
a client through the company Blog
BUSINESS DEVELOPMENT STRATEGY
 41% of B2B companies have acquired
a client through LinkedIn
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 41% of B2B companies have acquired
a client through Facebook
 42% of B2B companies have acquired
a client through Twitter

12. The Internet Boom
BUSINESS DEVELOPMENT STRATEGY
“What we really need is a mindset shift
that will make us relevant to today’s
consumers – a mindset shift from ‘telling
and selling’ to building relationships”
Jim Stengel
Former Global Marketing Officer, Proctor & Gamble
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.

13. The Internet Boom
How does that change the way business is conducted?
 Be where your prospective clients are
 Be what your prospective clients are
really interested in
 Be generous with your information
 Focus on benefits and added value
BUSINESS DEVELOPMENT STRATEGY
 Develop the right mindset
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 SEO is key for getting found
 Give great directions and clear calls to action
 Invest wisely!

14. The Internet Boom
Successful Information Age B2Bs do the following:
 Use the right bait
 Target the right prospects
 Are creative
 Focus on what prospects really want
 Don’t let prospects form an opinion of
them – they do it for them
 Are in the right place at all times
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 Name themselves and their service
 Are consistent and never slow down
 Make it easy for prospects to respond

15. Creating a Balanced BD Programme
 Inbound Business Development Strategy
 Outbound Business Development Strategy
 Behaviour-driven Sales Mastery
“Remarkable is the new ‘business as usual’”
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.

16. What does this mean for your business?
Website Visitors
Convert visitors
to leads
Get found by visitors through :
• Publishing great content
• Promoting via SM
• SEO Optimisation
Convert these leads into clients by:
1. Inbound BD Strategy:
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
Clients
• Email
• Lead management
• Behaviour-driven sales
approach

17. What does this mean for your business?
2. Outbound BD Strategy:
Online Campaigns
• Banners & displays
• Virtual events
• Webinars
• Emails
Offline Campaigns
• Trade shows
• Direct mail
• TV & Radio
• Printed Advertising
• Electronic business card
Field Marketing
• Cold calling
• List purchases
• Telemarketing
• Targeted events
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
• Bill boards/Poster campaigns
• Public relations
Corporate Marketing

18. What does this mean for your business?
3. Behaviour-driven Sales Mastery:
 Developing unstoppable confidence
 Sales facilitation techniques
 Lead qualification and service alignment
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 Conducting winning presentations
 Building and nurturing long-term business relationships

19. How does your website stack up?
 Does it draw immediate attention or does it
have a dated appearance?
 Is the content benefit-driven?
BUSINESS DEVELOPMENT STRATEGY
 When has it last been updated?
 Does it display your business’ uniqueness
to the extent it could?
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
 What is your website’s real SEO
effectiveness?
 How many pages does your website have
in total?

20. What is your business presence?
BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
CLIENT
2013
Online
Video
Email
Marketing
Magazines Peers
Blogs
SEO
Optimisation
Trade Shows
Mobile
Marketing
Virtual
Events
eBooks
Direct Mail
Analyst
Business
Networks
Social
Networks
Sales Rep
Twitter
Online
Q&A

21. Structured Development Programme
BUSINESS DEVELOPMENT STRATEGY
What
differentiates your
service from the
rest?
- Developing a
great value
proposition
Value
Proposition
- Company
BD Plan
- Communication
Preparation
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
- Developing
unstoppable
confidence
- Sales
facilitation
techniques
- Lead
qualification &
service
alignment
- Winning
Presentations
- Building long-
term business
relationships
Behaviour-
driven Sales
Mastery
- Online
strategies
* Emails
* Virtual events
- Offline
strategies
* Trade shows
* Road shows
* Direct mail
* TV/Radio
* Printed
advertising
* Electronic
Business Cards
Outbound BD
Strategies
- Social Network
profile and
groups
- Business Blog
and SEO
- Professional
PDF, Video,
Podcasts and
presentations
Inbound BD
Strategies
- Company video
- Case study
slide shows
- Staff resumes/
videos*
- Website SEO
Company
Website

22. BUSINESS DEVELOPMENT STRATEGY
ROTH ASSOCIATES
BETTER LEADS. BETTER BUSINESS.
ROTH ASSOCIATES
BETTERLEADS. BETTER BUSINESS.
Phone: (08) 9561 1738
Mobile: 0410 043 877
Email: info@rothassociates.com.au
Web: www.rothassociates.com.au