Ways to improve sales and marketing productivity in the B2B markets for energy efficiency and sustainability solutions

1. THE SUSTAINABILITY PROSPECTOR
TM
Improved Sales Productivity
for
Sustainability Solution Providers

2. The Sustainability Sales Problem
– In an early market who do you call 1st?
1. How the Sustainability ProspectorTM can help?
2. Benefits
3. How it works – Step by step
4. Example of data outputs
5. Cambium – what we do
6. How to contact us
Agenda

3. What it does
The Sustainability ProspectorTM provides a list of
organisations ranked in terms of areas of sustainability
interest related to YOUR SPECIFIC TARGET MARKETS
In an early stage market
where the markers of
interest in a
Sustainability Solution
are not yet clear
Who do you
call first?

4. For B2B vendors selling in the Sustainability Market …
Which organisations are the
best prospects
for your products and services?
Adoption of Sustainability Solutions

5. The Sustainability ProspectorTM
delivers
Increased Lead Generation Productivity
• Results tuned to meet the needs of your proposition
• Better targeting of Suspects e.g. improved tele-marketing
• Higher interception rates of interested Suspects
• More Opportunities Identified
Improves Sales Productivity
• Bigger Pipeline of Opportunities
• More time in front of real clients
• Better Qualification
• Improved Sales to Lead Conversion Rates

6. How it works - Overview
The Sustainability ProspectorTM analyses web-based communications for a given list
of organisations against sustainability related indicators.
Each organisation is ranked in terms of interest in topics relating your target markets
Target Suspects

7. How it works – Step 1 (of 4)
Step 1. Cambium establish an understanding of your goals and the areas
where you want to develop your business.
Together with our existing market knowledge a ‘good’ Target
Suspect is defined and agreed.
Target Suspect Area
Sustainability
ProspectorTM
Target Suspect Area
can be defined by:
• Sector
• Energy intensity
• Market Cap.
• Bespoke list
based on client’s
existing network

8. How it works – Step 2 (of 4)
Step 2. A clear understanding of the your target markets is used to
inform the selection of the search terms. (Key Indicators)
This will include the value that your Products or Services
delivers and your point of differentiation
Sustainability
ProspectorTM
KEY
INDICATORS
(defined in conjunction
with the client)
Energy
Efficiency
Focus?
Sustainability
Commitment?
Compliance
Reporting
Readiness?
Corporate
Social
Responsibility
Leadership?
Brand risk
management?
Cost
reduction?
Employee
engagement?

9. Step 3. Each organisation in the Target Suspect is analysed against
the defined and agreed indicators
RANK ORGS BY
INDICATOR
FREQUENCY
100%
…
…
…
…
…
…
…
…
…
0%
Sustainability
ProspectorTM
Scoring of
indicators can be
weighted to best
match the client’s
value proposition
How it works – Step 3 (of 4)

10. RANK ORGS BY
INDICATOR
FREQUENCY
100%
…
…
…
…
…
…
…
…
…
0%
Sustainability
ProspectorTM
Step 4. Organisations are categorised in terms of their likelihood to
invest in your selected markets
How it works – Step 4 (of 4)
Irrespectiveofyourpreferredtargetcompanybe
theyLeaders,Laggardsorinbetween,thisdatawill
saveyoutimeinidentifyingyourbestprospectsand
toenableearlymarketengagement.

11. The table opposite is a
example of the data can
be gathered using the
Sustainability
ProspectorTM. This
proprietary tool uses
web based analysis over
thousands of data points
on a range of indicators
developed over many
years of research.
Note that the column on
the far right is bespoke
and targets the
compelling
events or other
indicators
related to the client’s
specific products or
Services. This can be
used
to fine tune the search
and
analysis algorithms.
The output can be used
to provide greater
insight into the market
readiness of individual
organisations and
sectors.
For more information please go here
Example Output from the Sustainability ProspectorTM

12. • Improving your Marketing with Sustainability
• Increasing your direct sales productivity
• Expanding your sales via channels and partners
Our services help you by:
Cambium’s Services for B2B Suppliers
Find out how we can help you here

13. The Eco Innovation Centre
City Road
Peterborough
PE1 1SA
Telephone: +44 (0) 8456 383 280
Email: info@cambiumllp.com
www.cambiumllp.com
Please contact us for an exploratory discussion