Over the last ten years, there has been a revolution in the way companies go-to-market in the US. These new strategies and techniques have increased the potential for success and have also dramatically reduced costs. Endeavour works with its clients to assist in the adoption of these new strategies in the following areas.

• Inbound marketing
  

Search engine optimization, web-based content (webinars, white papers etc) and social media strategies mean that international companies can start building a brand well before anyone gets on a plane. Content that demonstrates expertise and innovative thinking is the new currency.  Inbound marketing will attract early adopters and innovators who are looking for new ideas.

• Outbound marketing
  

Endeavour offers an outsourced demand generation / inside sales service giving clients access to the same US-based resources used by top US firms without taking on employees. US firms are increasingly moving away from high cost outside or field sales (“feet on the street”) to telephone-based inside sales resources combined with web-based tools like WebEx. The cost of customer acquisition is now a key metric. A predominately inside sales model can deliver at least twice the reach at half the cost of an outside sales strategy. This virtual approach also allows corporate experts based outside the US to be easily brought in through Webinars and conference calls. Buyers are increasingly showing a preference for more flexible web and telephone-based engagement. Outbound Marketing can also be effective in accelerating growth through agents or resellers.

• Stop selling ... start helping
  

Endeavour assists its clients in focusing on the buying process as a change management exercise which needs to be supported. Typically, the existing solution works. There needs to be a very good reason to make a change. Factors like risk and internal politics need to be managed. Rather than selling, vendors need to help the buyers through a complex change process. The more innovative the solution, the more complex the change process involved. Endeavour assists clients develop relevant content ranging from business case development to post implementation management plans. Case studies describing the adoption process for other companies can be helpful in addition to the more standard issue/solution/results type formats.

See Process for more.

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