Thinking in Series: How to Make Growth Events Happen

Growth events—like new clients or partnerships—don’t happen in isolation. Each one is the result of a series of smaller decisions and productive touch points. 

So anything you’re doing to help bring about those growth events needs to work the same way. No matter what you’ve invested in a new prospecting strategy or marketing piece, its efficacy depends on what came before and what comes after.  

Here’s an example: You meet a potential client at a networking event. As it turns out, that event was an effective lead generator. But what happens next? If you follow up with the lead, what do you share with them and how will that help you land a meeting? If they visit your website, will it back up the value proposition you’ve shared and offer a path forward? If you do meet with the lead, do you have more detail to show or a method of building trust? Is that first meeting enough or will you re-engage?

Consider what this timeline looks like for various modes of introduction, and whether your marketing resources sync up with it. If they are, then they’ll help you usher leads from one point in the series to the next, from first contact to onboarding. Otherwise, you can end up with a set of tools and strategies that have the potential to be effective, but are not connected with each other or oriented toward a target growth event. 

If you’re wondering if a particular piece or strategy is working in your series, look for these features:

• Links and prompts: Have you made it easy for the lead to take the next step?
• Relevant content: Is this piece answering the questions they have at this point in the relationship?
• Consistency: Is there continuity from previous and future touch points?
• Coaching: Is every member of your team using it the same way?

Reach out to us to start building your series, or to link up the touch points you have in place now.