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2013 New Marketer Kick-off

2013 New Marketer Kick-off

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2013 New Marketer Kick-off

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  1. 2013 One Advisory Board Marketer Training August 1, 2013

  2. Let’s be honest… Being a new marketer is hard! Stories from Tenured Marketers One time American lost my gate checked bag. Like, the bag you give them on small planes and they give you when you get off on the jet bridge. It had been a long week and all my stuff, including my suit and materials and computer, were in that bag. The whole thing was insane and the moral is, put your name on your bag, and keep asking for help until someone helps you!” –R&I Marketer I had an emergency landing once in Mobile, AL. When we landed, the Mobile airport (include ATC) was closed, so a guy on a luggage truck guided our plane down with flares.  They were going to send the place back to Charlotte after being refueled, but several of us revolted. We ended up riding the luggage truck to the terminal.  Rental car was closed, so we took a taxi to a hotel, slept for 3 hours, then drove to Pensacola!” – PT Marketing Lead “At 9 PM, and 10 beers deep, I hitched a ride on a plane that looked like it was actually flown by one of the Wright brothers piloted by a captain that looked like he just got his drivers permit and I got to sit shotgun- no co-pilot…” – PT Marketer • “I once fell down the stairs leaving a visit, the hospital janitor had to help me up in front of the executives!” –R&I Marketer “I landed, got my car, and started the two hour drive to the hotel.  I stopped at a 7-11 to pick up a Gatorade.  When I sat back in the driver’s seat I completely ripped the seat of my pants. I had no option but to go to the visit nonetheless.  I walked into her office pushing my laptop bag behind me and making sure to sit with my back against the wall.” –Talent Development Marketer “I missed my visit because Iwas pulled over and held in handcuffs because someone called in a stolen car with the license plate of the Hertz car I was driving.” – Former ABC R&I Marketer

  3. 2012 Year End Results Impact of OAB on Individual Business Lines % of 2012 NBB Sourced from One Advisory Why is OAB Important for the firm? Highlighting a few products *Research & Insights does not include Industry Impact of Marketers: Leads: 3,061 (29% of total) Visits: 882 (36% of total) NBB: $18,981,452 (35% of total)

  4. The Importance of Quality Leads Not all leads are created equal… OAB Leads by Tier 2012 Which of these can you inflect? Lead Tiering Criteria: • Contact Title: No specific contact through Decision Maker • Interest Level of Contact: No interest through interest in membership • What type of follow up are they expecting?: Not expecting follow up through want a visit

  5. One Advisory Board Incentives 2013 Shadow Credit: Marketers receive “Shadow Credit” for NBB resulting from their leads • 100% of R&I and TD Units • 30% of PT and Consulting Units What does it do?: Shadow Credit counts exactly like your own revenue. Including towards your quarterly plans and trip goal. How do you know?: One Advisory will inform you of all Shadow Credit earned and the trip tracker will tally Shadow Credit

  6. Impact of Shadow Credit Top 15 Shadow Credit Earners 2012

  7. There’s more than just $$$ Benefits of OAB Even if you get a “no”, it can lead to an every bigger “YES!” • “I worked one unit really hard in December 2011 but it didn’t close.  I passed it as a lead the following year (dec 2012) and it closed first week of January.  Started my off with a great kickstart towards the trip!” Revenue “Karma” • “I passed a lead to an R&I marketer when I realized my unit wasn’t going to close. Not only did that unit come in, two months later the marketer passed me a lead for another organization which I converted!” Get exposure to senior leadership • “By becoming one of the top lead passers through territory transitions, I received a personal note from Scott Schirmeier congratulating me on my firm support. As a fairly new marketer, I didn’t even think he knew my name! This definitely went in my ‘positives’ folder!” Embody the Spirit of Generosity • “Even when I get a no always try to nurture my relationship with the contact (I invite them to prospect events, send excerpts, etc.). then when the timing is right, I’ve earned the right to introduce them to one of my colleagues who stepped into my role!” Create a relationship with other marketers • “I was a new marketer to PT and only knew some of the marketers from when I was an MA! However, after passing a lead to one of the most successful marketers in the firm, we were able to create a relationship and now he has become a mentor of mine!” Grow your career • “By passing a lead for different products and services, I started to learn more about what our firm offered. I’m now in a different division because of what I learned through OAB!”

  8. One Advisory BDP’s So how do I get better at lead passing? Migrating from Good to Great Lead Passing

  9. Managing OAB Leads Sent to You Is Your MA Prioritizing Lead Follow Up? So how do I get better at lead passing?

  10. Let me make it real… One Marketers Story So how do I get better at lead passing? • Some Thoughts: • Every half is different! Work to pass even a few leads and they can result in revenue! • Don’t pass leads just to do it, really think about “would this be valuable to the member?” • Learn about different functions of the company – I learned about our different PT products and received over $100k in shadow credit! • Get to know the firm! Attend information sessions and meet with marketers, it will only help your NBB (and career!) in the long run • Put a one hour block on your calendar once a month for lead passing. Go back and review the organizations you met with, the people who said “yes” and “no,” and think through what else they may find interesting! It takes almost no time and is incredibly valuable • USE YOUR MA! While you create the strategy, let them executive! They will script emails for you, find contacts, and connect with others in the firm to help make this process easier!

  11. The OAB Team is here to help Product Education Firm Priorities Individual OAB Performance Metrics Call Shadowing Territory LBLs Lead Passing Q&A OAB Training for Marketers and MAs Program Collateral Lead Campaigns Product Mapping Contact One Advisory Board at OneAdvisory@advisory.com Ted Livermore: LivermorT@advisory.com or x6459 Jordan Fisher: FisherJ@advisory.com or x6498

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