MyNewsletterBuilder: Campaign Manager (formerly Enterprise Account)
Business Development Guidelines
When you identify a business development opportunity to sell Campaign Manager, you will
better serve JBA and your client’s interests by using a consultative/advisory sales methodology.
Following are some areas to understand so that we are able to develop a proposal that results in a
strong value proposition and a higher probability of a sale:
1. Seek to understand the client
a. What is their business
i. Profit
ii. Non-profit
iii. Retail
iv. Services
b. What is their business structure
i. Incorporated
ii. Partnership
iii. Sole proprietor
c. What is their business model
i. Direct Sales
ii. On-line Sales
iii. Retail Sales
d. What is their business culture
e. How do they generate revenue today
i. Products
ii. Services
f. What is their annual income
g. What are they doing today with email marketing
h. How are they using the internet to support their business
2. Seek to understand the MNB/Campaign Manager opportunity
a. What is the business problem or opportunity
i. New product(s)
ii. Increase brand visibility
iii. Improve customer retention
iv. Increase internal communication
v. Improve product/services sales
b. Will they be using MNB/CM for revenue or non-revenue activity
i. New product/services offering
ii. Internal use
c. What is their revenue model when used in a “for profit” activity
i. Are they charging for a new service
ii. How many people, clients, locations, would need their own sub-account
d. What are the estimated newsletter volumes and frequencies
3. Describe MNB/Campaign Manager Solution
a. Features and attributes
b. Capabilities
c. Pricing
i. If possible, do NOT quote any pricing
ii. Provide them with an overview of the pricing model
1. Campaign Manager (Annual Fee)
2. Campaign Partner (Annual Fee)
3. Quota (Bulk or sub-account) (Annual Fee)
4. Custom Template (one time)
5. If Content Corner (Annual per Partner Account)
4. Understand their process for making a decision
a. What are their business drivers
b. What are potential objections
c. What is there project budget
d. Understand any interest in a partnership with JBA where we would offer to share
a commission with the business for referring clients to us (i.e., “gain sharing”)
e. Do they have a business plan and will they share it
f. Seek to understand their decision making process
g. Seek to understand their timing for making a decision
h. Who is making the decision – individual or committee (Who is on that committee
and what are their roles? Who leads that committee or wields influence over
group)
5. Next steps are to develop a value proposition to:
a. Demonstrate our understanding of their business
b. Outline our proposed solution
c. Describe the value proposition
d. Provide detailed pricing and schedule info
e. Outline additional next steps
6. Keys to Success
a. Manage the client’s expectations
b. Drive the process
c. Document! Document! Document!
d. Ask for the commitment
e. Grow and solidify your relationship
Recent Campaign Manager Sales Examples
Publishing Firm
Well established and profitable publishing organization – for-profit
Traditional publication products and services
Looking to launch new product offering – Selling on-line content
Need newsletter delivery platform
Shared business plan/model and pricing
Target customer: HR consultants
Initial target base: 40 clients (sub-accounts)
Semi-monthly newsletters
Newsletter volumes – not well defined
Thought they could develop their own newsletter
Solution
Campaign Manager – Full Price
Campaign Partner - 40 – Full Price for first 100 accts, then 25% discount
Quota – Subscriber based/unlimited Send
Custom newsletter Template
Decided they needed our help!
Non-Profit Quasi news agency
Reputable information/think tank – non-profit
Provide content to different public constituencies
Looking to support branded information delivery to internal organization
Need newsletter delivery platform
Shared business objective
Target customer: internal depts
Initial target base: 26 depts (sub-accounts)
Semi-monthly newsletters
Newsletter volumes – not well defined
Capable of developing their own template
Solution
Campaign Manager – full price
Campaign Partner – 26 sub-Accounts – first 10 free, then 50%
Quota – bulk
Real Estate Brokerage
Well established brokerage – partnership – for-profit
Traditional real estate services
Looking to increase revenue and customer loyalty
Need email marketing system
Shared business plan/model and pricing
Target customer: Real Estate Agents 450
Initial target base: 25 clients (sub-accounts)
Monthly newsletters/need content
Newsletter volumes – not well defined
Solution
Campaign Manager – 5x Full Price
Campaign Partner - 25 – Full Price for first 250 accts, then 50% gain share
Quota – Subscriber based/unlimited Send – Discount
Content Corner - Discount