The Blueprint for Active Marketing: 4 Steps to Elevate Your Strategy

The Business Development Podcast

In Episode 143 of the Business Development Podcast, host Kelly Kennedy delves into the four fundamental steps of the active marketing process. The episode kicks off with an exciting announcement about the revamped Capital Business Development website, highlighting the latest updates and features. Kelly emphasizes the importance of active marketing as a vital strategy for generating new B2B relationships, describing it as predictable, calculable, and cost-effective. He passionately advocates for businesses to adopt this approach to achieve long-term success and exponential growth.

Throughout the episode, Kelly outlines the four crucial steps of the active marketing process, stressing the need for a structured and consistent approach to business development. He highlights the significance of a seamless handoff to account management after securing a new opportunity, ensuring that business development professionals can focus on acquiring new business. Kelly also discusses the benefits of balancing active and passive marketing, recommending an 80-20 split to maximize efficiency and effectiveness. The episode concludes with a call to action for listeners to implement these strategies and witness the transformative impact on their business growth.

Key Takeaways:

1. Active marketing is crucial for generating new B2B relationships and long-term business growth.

2. Consistency in following a business development process leads to reliable and predictable results over time.

3. An 80/20 rule is recommended, with 80% active marketing and 20% passive advertising for effective business development.

4. Local operations are often more competitive and effective than distant ones; start at home base and expand outward.

5. Always ask great questions and listen to potential clients to understand their needs and challenges better.

6. Ensure proper handoff from business development to account management to maintain client satisfaction and free up BD resources.

7. Regularly updating and maintaining your company’s website can significantly impact its effectiveness and client engagement.

8. Business development should focus on acquiring new business, not just managing existing accounts.

9. Setting up an ideal target list by industry, sub-industry, and location is essential for a successful business development strategy.

10. Booking meetings with the right people and always asking "What are the next steps?" ensures continuous progress in business deals.

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