Endeavour works with clients differently depending how extensively they engaged are in their US market, the nature of the buying process for their specific target segment and a number of other factors. Success depends on the quality of the collaboration and communication between the client and Endeavour.

• Market Entry
  

A high level overview of the market entry business planning process is set out below. See Market Entry for description.

• Demand Generation
  

The Demand Generation process is focused on supporting the buying process through its different phases. Strategies will vary depending on the stage that the buying organization is in. See Demand Generation for an overview. See also Sector Solutions designed to meet the particular needs of different sectors.

The Demand Generation System

Demand generation should be seen as a methodical process designed to systematically reach and engage with prospective customers that fit the ideal customer profile. Focusing on metrics to measure success allows for continuous improvement.

Initial contact

This stage involves both inbound (e.g. SEO / Social Media / Email) and outbound marketing (e.g. telephone / events / trade shows / advertising). A contact through inbound marketing means that you were found by a prospective customer through a web search or other means. With outbound, you have proactively contacted the customer. The goal of the initial outbound contact is not to sell anything but to do some brief research regarding the prospect to see if they could potentially fit your ideal customer profile and then gain permission to periodically check in with them when you have relevant content or events that they may be interested in reading or attending. For a new market entrant with little market awareness, 80% to 90% of the first contact will be achieved by telephone or in-person events like trade shows. This percentage will decrease over time as the inbound marketing program builds a web presence and market awareness.

Nurturing contact

Nurturing contact should always have the goal of adding value to the prospect. This can occur through email notification of relevant thought leadership articles (both third party and internally written), events (e.g. webinars) and direct telephone contact to understand better particular areas of interest.

In-person contact

At a certain stage in the relationship, it will make sense to meet in-person. This is not a sales call but an opportunity to find out more about ways that your company can help the prospective customer. This may trigger processes that lead to a purchasing decision or it could mean that the prospect remains in the nurturing program or exits the demand generation program entirely.

Buying decision

The buying decision occurs during the Transfer of Ownership phase before any contracts are signed. The goal is to build a joint understanding of how the prospect’s environment could be improved after the introduction or implementation of your product or services and whether it makes business sense to make this kind of change. Supporting this decision process and paying particular attention to detailing post transaction support is vital to success.

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