- How to Sell to Market Research Buyers, Part 3
- How to Sell to Market Research Buyers, Part 2
- How to Sell to Market Research Buyers, Part 1
- 5½ [behind-the-scenes] Marketing & Sales Activities You Need To Do in December
- Got something to say?
- Running a small firm? Who holds you accountable?
- Marketing & Sales Success Begins with a Simple Step… Thinking!
- Your Sales Forecast Doesn’t Have to be a Guessing Game!
- Lead generation is a 3-step process.
- Measuring Sales… it’s Not just about Revenue
- 7 Selling Behaviors Seller-Doers Must Employ to be Successful.
- Can you really be “all things to all people?”
- 12 Marketing & Sales Activities you Gotta STOP this Year!
- How to maximize the impact of your marketing investment.
- Revenue Growth? Try the ‘5% Challenge’… it’s Brilliant!
- Should you ever walk away from revenue?
- Get Ready for 2017 with these 6 Marketing & Sales Activities
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 2
- 20 Marketing and Sales Concepts Business Leaders Need to Know, Part 1
- 10 Guidelines for How to Be Successful at Sales
- Strategy Before Tactics!
- 6 Marketing & Sales Lessons Learned in our First 4 Years in Business
- The Sales Presentation: Stop Reading the PowerPoint Slides and Tell Your Story
- Content Marketing not working? Eh, don’t worry about it!
- Marketing Measurement: 3 New Methods You Have to Try in 2016
- The One Thing You Must Include in Your 2016 Marketing & Sales Plan
- Not using LinkedIn? Are you kidding me?!
- Is it OK to fire a client?
- Take Charge of Your Own Success… Stop Relying on Others!
- Getting first-time clients to take a chance on you.
- 9 Ways to Build your Business During the Summer Slowdown
- The Top 10 Ways to Build Awareness
- The 13 Most Common Website Mistakes
- The Most Important Part of Exhibiting
- Content marketing isn’t a one-time thing… it’s an all-the-time thing.
- THINKING! A framework for creating better business plans in 2015.
- Not happy with your marketing & sales? Then make just one change in 2015!
- For Beginners: Should I Tweet Daily? Yes… and here’s how.
- Got your Marketing Plan for 2015? No?! Now’s a good time to start…
- How to Connect with Booth Visitors – An Exhibitor’s Worksheet
- Not getting the email results you want? Make sure you’re following these 7 email marketing guidelines.
- 10 Ways to Get Clients to Sell FOR You (and they won’t cost a dime!)
- Do you know where you’re going? Why Strategy should drive your marketing & sales.
- 11 execution tips to help you exceed client expectations
- How to Turn First-time Clients into Repeat Clients
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 2
- 15 easy, low-cost marketing and sales tactics for 2014 – Part 1
- 13 Lessons for Researchers Who Don’t Want (or Like) to Sell
- Social media marketing success in 30 minutes a day
- Get it right! You can’t manage what you don’t measure.
- It’s not that complicated! A common sense approach to the marketing & sales process.
- How MR firms are blowing it with new customers: Lessons learned while secret shopping
- Management or sales… you can’t serve two masters.
- Prove it! Nine ways to convince prospects to work with you for the first time.
- Five everyday ways to grow your business
- How that ‘one great client’ could doom your firm
- Six marketing and sales mistakes MR firms make every day
- Eight proven ways to build awareness – and why you should!
- Suspects, Prospects and Clients: Is your firm focused on the right target?
- A Checklist for Conducting Your Own Marketing & Sales Audit
- Learning to play the game: What football can teach us about marketing
- Differentiating your firm in a crowded marketplace
- 25 low- or no-cost ways to grow your business
- 15 Reasons E-mail Still Matters in Sales and Marketing
- Come prepared, dress the part and follow up: 10 dos for exhibiting at MR trade shows
- No rookies, no gum and no Frisbees: 10 don’ts for exhibiting at MR trade shows
- How to see yourself as clients see you
- Marketing 101: It takes Work to make it Work
- Use the 8 Ps of Marketing when Setting Strategy
- Integrate the 4 As of Marketing into Your Planning
- Size Does Matter: 4 Approaches to Growing Your Business
- The 12 Guiding Principles of Marketing (part 2)
- The 12 Guiding Principles of Marketing (part 1)
How to Sell to Market Research Buyers, Part 3
This is the third in a monthly series of articles based on interviews with corporate research and insights professionals from a variety of Fortune 5000 corporations. In this series, we’re exploring the best ways for you to connect with market research buyers during the buying & selling process.
In the first article in the series, we interviewed Kristin DeGraff, Senior Manager, Consumer Insights for Constellation Brands. Last month, our guest was Richard Tanner, Customer Insights Manager/Product Marketing at CareerBuilder.
This month, we’re chatting with Melissa Davies, Senior Manager, Shopper Insights/Behavioral Science at the Kellogg Company.
Melissa, I really appreciate you helping us out with this article. Let’s start with a question about Content Marketing and its use by many insights agencies to build awareness and showcase their thought leadership or expertise. Does content (blogs, eBooks, white papers etc.) help to influence your perception of a firm or your buying decision?
“Yes – absolutely. Content marketing is not only helpful on the client side to learn, but also showcases the thought leadership of the firm. It keeps a firm’s name top of mind and demonstrates that they are engaged in what is going on in the industry beyond just fielding market research.”
Do you engage with suppliers on social media (connect on LinkedIn, follow on Twitter, etc.)? If so, do you use that engagement as part of your evaluation process of potential suppliers? Does it matter if a supplier has a limited or no social presence?
“I do engage on LinkedIn. It definitely helps and again, is a great way to keep that firm top of mind.”
When you (or your colleagues) attend conferences… do you go to market research-focused events, those that are focused on the vertical you work in or other types? What are the top 3 events you (or your colleagues) attend each year?
“This one is a little hard to answer within a large insights organization… typically, one or two of us attend each of the conferences that are market research, marketing, shopping or retailer related. Across all of us, we attend a lot of conferences to stay up to date on the latest in the industry!”
Melissa, if you are on an email list from a supplier, what would you want to see in their emails that would keep you wanting to receive those emails (rather than opting out)?
“Content! Give me a nugget to learn something new or valuable information to leverage. This will make sure I keep not only receiving emails but also will take the time to read your email. A video clip is great if you recently spoke at a conference, an example of recent work that you can share, unique capability you have or sharing a POV on a hot relevant topic.”
Describe the perfect capabilities presentation from a potential supplier?
“The perfect capabilities presentation would be simple, polished, include pricing ranges for standard services, showcase how you are different, who else you work with on the client side (helps with credibility) and show examples of past work & deliverables.”
Describe the perfect proposal from a potential supplier?
“Be honest on what you can and can’t deliver… and by when. Have examples of deliverables.”
Final question, Melissa… All things (services, pricing, timeframe) being equal between potential suppliers bidding on a project, how do you make your decision?
“Reputation and credibility! Have I worked with the firm before? Do I have a relationship with them? If not, has anyone at my company and do they have experience with our brands/categories? What was their experience? If they are new to our company, what is their reputation in the field and how long have they been around? What other clients have they worked with and how active are they in the market research community. Also, I can’t stress enough how important polished and innovative deliverables are, as well. With all other things being equal from a research standpoint, having a turnkey deliverable that I can turn around and take to my customers/stakeholders is extremely important.”
Melissa, thanks again for your time and candor. Our readers will be very appreciative.