Target Driven Marketing. What it takes to Win.

The October Program was all about getting tangible results from your firm’s marketing efforts. Bruce Lea, 2008 recipient of SMPS’s Weld Coxe Marketing Achievement Award and former SMPS National President, took us beyond Marketing 101 to think more strategically about where your marketing resources can best be directed.

Three key take-away points

It’s not marketing and business development. Marketing and business development are both important factors in winning work. Results are most successful when the two work cohesively to deliver programs and materials that align with your firm’s strategic goals. So work together!

  • You must have an advocate to win. You are more likely to win when there is a relationship or connection to build upon. Blindly submitting a proposal is not the best way to get in front of a client, nor the best use of your marketing dollars.
  • Define your target market and know your clients. Do your homework. Focus and tailor your marketing efforts toward your top three target markets.
  • Understand and learn the challenges facing your clients and prospective clients; share your research and provide solutions. It’s all about them!

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