Recently Acme BPO has been approached by several organizations seeking to outsource hybrid marketing work that embraces several disciplines that we practice on behalf of our clients. These include a platform of web development to support organic search marketing, social networking and marketing, as well as lead qualification.
Our objective is to develop a comprehensive list for our client in one case and generate appointments in another. Our quarry is the elusive fully-qualified lead or appointment.
Based on our recommendation, we are developing regional marketing solutions for these clients. One of our major initiatives for 2011 is focusing more effort on regional work as we see the hemisphere emerging as a viable market both for our clients and ourselves. We have always thought of the Philippines as an excellent bridge between the ASEAN region and North America.
In one of our projects, we are targeting businesses with Computer Aided Drafting & Design (CADD) needs in South East Asia, Coastal China as well as the Gulf States. Our premise is that places with significant infrastructure growth need skilled workers to create drawings for construction. We’ve run programs like this in the past, focusing on either teleprospecting or web prospecting to develop actionable data.
The project kick-off starts with extensive market research to size the regional opportunity by looking at prospective consumers of services in the markets listed above. A large part of our scoping process includes research to understand the outsourced CADD services market, much of which is serviced from India.
Our assignment starts with web development, so we are also looking for a short list of reference sites that capture the flavor of what the site is designed to accomplish. By updating the client site, we provide them with a search optimized platform to drive inquiries and consolidate interest in our client.
We usually spend some time with our client reviewing sites from four points of evaluation: content, functionality, usability and aesthetics. Generally, our marketing sites’ functionality consists of a content management system and demonstration, presentation and PDF downloads. We use two systems to provide content management or CMS functionality, Pyro CMS and WordPress.
Since we conduct competitive and market research simultaneously, we generally have a good picture of the opportunity for our client using this information to create an industry profile as well as a data profile that we use with our research team to begin creating a database of unqualified prospects. Frequently, the data generated by this activity is intriguing and an asset unto itself. We then begin the process of appending and updating this data prior to qualifying the lead itself via call-out.
As we compile competitor data, we load the best competitors into SEOMOZ for future tracking. We also include competitors as well as industry associations into our social monitoring platform to give our clients an added advantage. Our social media team keeps an eye out for opportunities that prospective clients may express on LinkedIn, Facebook or any of the online communities we monitor.
Once we begin to accumulate lead information, we consolidate this into our lead management CRM, affectionately call Bad Momma and customized to our workflow. Our CRM is integrated into our Predictive Dialer (Vicidial) and allows the Social, Search and Teleprospecting teams to have a single view of the data and update information based on networking as well as conversations with the prospect.
The data stored in Bad Momma’s Soul Data Deluxe is accessible by our clients via predefined and natural language search so that they can pull what they need as required. To date, we have developed industry profiles and databases including 30,000 records.