WHERE WAS TULIP MEDIA GROUP AT WHEN YOU FIRST DECIDED TO APPLY THIS STRATEGY COMPARED TO WHERE IT IS NOW ?
Back in 2019 , we were struggling . We were successful in that we had a steadily growing base of Client-Partners , but the response to our outbound sales strategy was rapidly declining . At the time , our marketing consisted of traditional methods like attending conferences and trade shows and making countless cold calls . We were logging hundreds of phone calls and emails every week and still falling short of our sales targets every quarter .
At our worst , our cost of acquisition for a new Client-Partners was running a staggering $ 40,000 +. We knew something had to change or we were headed straight for business failure . In May 2019 , we took a leap of faith , let the entire sales team go , and dove into an inbound SMarketing strategy , which we discuss in-depth throughout the book . The results have been phenomenal . Since implementing SMarketing , we ’ ve exceeded every single quarterly sales target and reduced our cost of acquisition to $ 4,000 . This is even during COVID when so many businesses were struggling just to stay out of the red .
AMAZING . WHAT DID THE MOVE TO SMARKETING LOOK LIKE FOR TULIP MEDIA GROUP ?
We started by breaking down the eight steps of our selling process and determined what steps required a real person to perform them and what we could automate through effective digital marketing strategies . We then went ahead and automated the entire first half of our sales process , which includes prospecting new target companies , lead generation , introductory meetings , and product demonstrations . Now , we prospect new leads through an inbound digital marketing strategy that incorporates a search engine-optimized , highly responsive , and highly usable website . We generate leads using “ StoryBranded ” landing pages . We ’ ve replaced our in-person introductory meetings with short-form written and video content and optional phone consultations . And our product demonstrations are now offered via asynchronous video recordings with an option to book a live demonstration . This has freed up our team to focus on the serious potential Client-Partners that make it to the second half of the selling process .
Strategy sessions , confirmation calls , finishing calls , and closing sales make up the second half of our selling process . At each step , we have a specialist in charge , someone who knows that step inside and out . We optimize the talents of our team by having each person perform only the one or two selling tasks they are best at . This goes against the nature of most sales teams where each salesperson performs every step of the selling process , even if they aren ’ t strong in every area . On our team , we only play in the positions we are strongest in .
HOW DOES THIS PROCESS TRANSLATE TO YOUR CLIENT-PARTNERS ?
Being a marketing agency , it would be easy to pour a high proportion of our resources into growing our own company . However , because SMarketing is a service we sell , we opt to treat Tulip Media Group exactly the same way we treat all of our Client-Partners . This empowers us to constantly improve programming from both a Client-Partner and a company standpoint . We have projects for the company in our project management platform where we manage the tasks and deadlines for all of our programs , and we use recurring tasks to post our blog entries , optimize our Google Ad campaigns , and review our newsletter strategy the same way we do for our Client-Partners .
Because we treat Tulip Media Group the same as a Client-Partner , we have a firsthand understanding of the value we are providing to our Client-Partners . We are constantly adding value to all our programs , and having optimized our business development assembly line , we have the power to do this while continuing to experience amazing results in our own company .
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