Lodestar Launches New Seminar Series for B2B Media Clients: Best Practices in Selling Marketing Services to Your Advertisers
Princeton, NJ, July 3, 2017 – Lodestar has introduced a new educational offering focused on helping B2B media clients generate new revenue streams and deepen advertiser engagement by more effectively selling their marketing services. The seminar content can be delivered in full-day, half-day, and 90-minute seminars – all customized to the media company’s specific needs and interests – and is based on insights gleaned from over 600 Lodestar in-depth interviews with marketing, advertising, brand, and agency decision-makers coupled with scores of win/loss debriefs with media and business information sales representatives.
Lodestar CEO Dr. Tom Nelson commented, “Many media companies continue to invest heavily in developing their own internal marketing services capabilities – research, data, lead gen, content marketing, innovation, even customer experience management. A major challenge for most of these companies is that they then struggle to sell these advanced services to advertisers on any kind of regular or sustained basis.
The reality is that selling marketing services takes an entirely different orientation and skill set than those needed to sell advertising – and most companies just don’t have enough of the right expertise and experience on staff.
To address this need, we have brought together elements of Lodestar’s ongoing buyers journey and B2B sales effectiveness research along with what we have seen work – and not work – in our 30+ media clients’ sales efforts to create a marketing services sales training package.”
Key topics included in the Seminar Series include:
- The compelling business case for selling marketing services in today’s environment
- Understanding buyer needs, expectations, and motivations
- Strategies for identifying buyers – laying the groundwork for sales success
- How buyer purchase decisions are made; creating winning proposals; getting pricing right
- How to close the sale; proven sales tactics – do’s, don’ts, and best practices
- Advanced applications: repeat and follow-up sales, recurring sponsorship packages, up-selling
Lodestar is an advisory services firm that helps clients create, manage, and utilize information and business intelligence of all kinds to solve complex business problems. Our work has two goals: improve business performance and drive growth.
The firm is built around six major practice areas – marketing research and decision sciences, information management, innovation, marketing effectiveness, customer experience management, and strategy acceleration. We also offer specialized services in areas such as competitive intelligence, technology scouting, intellectual property assessment, future forecasting, performance measurement, marketing effectiveness, ROI assessment, strategic planning, sales force effectiveness, and go-to-market strategy.
Lodestar works with Fortune 1000 and SMB clients across a variety of industries, including financial services, healthcare and life sciences, media, publishing, technology, professional services, manufacturing, and the public sector.