4 Tips To Maxmimize Sales and Marketing Productivity
BIG NEWS! Accelerated spending on corporate training is soaring!
Corporate training has always been a very good indicator of economic activity. Since the economic recession that occurred six years ago, companies were fishing around for ways to cut costs at every corner, including their expenditures for training.
Now, the economy remains on the rise; corporate earnings are robust and companies are spending over 15% on corporate training to over $70 billion in the U.S. and over $130 billion worldwide! This significant increase proceeds two years of accelerated spending, 10% in 2011 and 12% in 2012.
Why the rapid growth?
- Corporations are now aware that quality skills are hard to find
- Jobs have become much more specialized
- Highly skilled professionals must continually reinvent themselves
- Leadership development and succession management have become critical business needs
Corporations may be spending more money on training, however, corporate trainers aren’t quite reaching their target audience for the best success. With everything that you have on your plate (keeping up with social media trends, testing and tweaking new marketing campaigns, tracking Google analytics, identifying new markets, etc.,) success may elude you if you do not have the BASICS covered and spend your money in the right way!
So, how do companies in the corporate training industries reach this booming audience of HR and corporate training departments? Let’s review.
1. Less is more!
Keep your message simple. It’s natural as trainers and sellers to bypass this rule, however, when marketing to the world of corporations, it’s all about grabbing their attention within first glance. Be sure to use a simple and powerful message to distinctly state your product and service. Keep in mind, that listing your product’s features is NOT the same as providing client benefits!2. Use clear Call-to-Actions
3. Use a high-quality prospecting list
The foundation of your direct marketing is only as good as the mailing list it’s based on! Without a quality list of targeted prospects, you can expect to see your response rates and ROI greatly suffer. Investing in a marketing list will allow you to narrow down your search criteria to specific industry and geographical sectors and ensure you have a properly targeted quality prospect list that is needed.
4. Deliver a Strong and Valuable Subject Line
This is extremely critical. As I mentioned earlier, “less is more” is important because corporate trainers don’t have enough time in the day to be allotting out extra hours to read content. They need information quick AND easily consumable. When sending an email to reach this audience, take the time to develop a subject line that will prompt your prospects to OPEN! Advice - start the subject line with a number, which the brain responds positively as “useful” information. For example, “5 Ways To Make Your Training Program More Impactful.”
The global economy may not be in full recovery, but the world of corporate training is. This dramatic increase in spending demonstrates improved business confidence. So, now is the time to revamp your marketing department and reach this target market!
Are you blogging consistently, providing educational content that has real value to HR and corporate training departments? How you speak to (not at) your target audience makes all the difference in the world to that relationship, and ultimately, a new client.
Not sure where to begin? Download our guide “Blogging for Business” and you will be one step ahead of the game.
