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Adeva Partners

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adeva Partners primarily targets Heads of Banking, Credit, or Risk who are directors or MDs at large global banks. With substantial experience, these professionals value tailored and practical training that equips them to handle complex credit decisions.

Audience Type

  • B2B
  • Heads of Banking, Credit, or Risk at large global banks

Industries (if B2B)

  • Banking and financial services

Needs – Primary Buying Considerations

  • Tailored training and knowledge enhancement
  • Practical insight on credit, risks, and corporate finance

Demographics

  • Age Range: Likely 40-55
  • Gender: Not specified
  • Geography: Global
  • Income Level: High (in line with directorial roles in banking)
  • Profession: Director/ Managing Director in Banking, Credit, or Risk departments

Psychographics

  • Lifestyle: Busy, knowledge seeking
  • What they value: Continuous learning, tailored training approach
  • Pain Points: Complex credit decisions, risk management
  • Buying Behavior: Consultative, prefer lengthy communication and confirmation of budgets before booking
  • Decision-Making Roles:
  • Primary Decision Maker: Head of Banking, Credit, or Risk
  • Secondary Decision Influencers: Head of Learning or People Capability
  • Support Roles: Not specified

Secondary Target Market

  • Heads of Learning or People Capability who provide internal service to the primary target market are the secondary audience. They have similar experience and roles and engage in the lengthy consultation and decision-making process.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Adeva Partners equips banking and credit professionals with practical proficiency in credit, risk, and corporate finance, enabling them to make informed, analytical decisions that best serve their clients' needs.

Understanding Their Pain Points

  • Inconsistent understanding of credit, risk, and corporate finance concepts
  • Struggling to make complex credit decisions confidently
  • Lack of practical knowledge, impeding the ability to tailor solutions to clients

Transformation

  • Gained confidence and proficiency in credit, risk, and corporate finance
  • Enhanced ability to make complex credit decisions and tailor solutions to clients
  • Upskilled employees, fostering business growth and client satisfaction

Unique Selling Proposition (USP)

  • Merges real-world applications with theoretical learning to improve practical understanding
  • Tailors training programs specifically to the bank's client characteristics and risk appetite
  • Leverages digital learning to encapsulating key concepts

Brand Values & One-Liners

  • 'Experts crafting tailored solutions in credit, risk, and corporate finance learning.'
  • 'Pushing standards with practical insights and technologically driven learning experiences.'
  • 'Empowering businesses by fostering specialized talents in-house.'

Tone

  • The tone of Adeva Partners is professional, informative, and approachable. It should inspire confidence and camaraderie among its clients, making them feel supported every step of the way.

Hero Text Idea

  • Flag Text: 'Training Expertise for Global Banks'
  • Main Headline: 'Empowering Banking and Credit Professionals with Enhanced Skills'
  • Sub Headline: 'Equip your teams with the confidence and proficiency to make strategic, informed decisions and tailor solutions through our bespoke, practical training programs. '
  • CTA: 'Connect with us for your custom training plan'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue usage of Wordpress platform for customization and affordability
  • Track conversions for inquiry form submission, eBook downloads
  • Focus on mobile optimization due to potential off-hours access by busy banking professionals

Social Media

  • Focus on LinkedIn for content sharing and networking
  • Weekly posting of strategically developed thought-leadership content

Paid Advertising

  • LinkedIn sponsored content for specific target job titles and companies
  • Google Ads for finance training related keywords

Content Recommendations

  • Deliver insights on credit risk scenarios, industry trends, case studies
  • Share testimonials and success stories from previous clients

Partnerships & Outreach

  • Collaborate with banking and finance institutions for customized training programs
  • Reach out to professional associations related to banking and finance for speaking engagements

SEO and Content

  • Blog strategy focusing on credit risk, corporate finance topics
  • Optimize site content for keywords related to corporate finance training

Offline and Local Media

  • Attend relevant banking, finance, and HR industry events
  • Sponsor local events in the banking and finance industry

Online Events

  • Host webinars on current industry topics
  • Participate as guest speaker in industry relevant online events

Online Networking

  • Join finance and HR related LinkedIn and Quora boards to answer related questions

Cold Outreach

  • Target LinkedIn InMails to heads of banking, credit or risk, and learning departments of large banks
  • Personalized email campaigns highlighting training benefits
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Comprehensive Guide: 'Unlocking Credit Decisions - A Definitive Guide for Banking Leaders'
  • Quiz: 'Evaluate Your Credit Risk Knowledge'
  • Webinar: 'Demystifying Corporate Finance for Bank Heads'

Tripwire Offer

  • Introductory Training Module: Preview of credit risk training at discounted rate
  • Consultation Call: In-depth discussion on training needs and tailored approach

Welcome Sequence

  • Welcome Email 1: Thank you, introduction to Adeva Partners, and how they can help
  • Welcome Email 2: Details about lead magnet and how to make best use of it
  • Welcome Email 3: Case study highlighting client success with Adeva’s training
  • Welcome Email 4: Introductory offer on credit risk training module

Segmentation

  • Segment by Role: Separate identification for Heads of Banking/Risk/Credit and Heads of Learning
  • Segment by Engagement: Track leads interacting with emails, website, and downloadable content

Chatbot and Automation

  • Implement a Q&A chatbot on the website for immediate response to general queries
  • Set up automation in Hubspot for lead nurturing emails based on segmented lists

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Hubspot provides a full suite of features, including email marketing, lead scoring, behavioral tracking, and segmented reports
  • Recommended improvements: Implement advanced segmentation by role and engagement, utilize marketing automation feature for email sequences and chatbot

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking process: Leads are nurtured until they book a consultation or request a proposal
  • Recommended upgrades: Use Hubspot CRM for tracking and nurturing leads throughout the sales process, automate proposal and booking reminders

Automated Follow-Ups

  • Post-opt-in: Send a welcome email sequence detailing offerings and case studies
  • Reactivation: Automated reminder emails for prospects who have not booked a consultation or requested a proposal after a set period

Newsletter

  • Frequency: Bi-weekly
  • Topics: Industry trends, credit decision scenarios, case studies, success stories
  • Segmentation: Different content for Heads of Banking/Risk/Credit and Heads of Learning, based on their specific interests

Retargeting & Ads

  • Google Ads: Target keywords related to finance training and corporate finance
  • LinkedIn Sponsored Content: Target specific companies and job titles (Director, MD)

Social Media and Content

  • LinkedIn: Weekly posting of articles, insights, industry trends, and success stories
  • Blog: Bi-weekly, focused on corporate finance and risk management topics

Webinars and Events

  • Webinars: Quarterly webinars featuring in-depth discussions on relevant industry topics
  • Events: Attend relevant industry events and present as thought leaders

Other Nurture Channels

  • Chatbot: Q&A chatbot on the website to handle basic inquiries
  • WhatsApp: Possible channel for casual check-ins and reminders, depending on the preferences of the leads

3. Sales Conversion Strategy

Sales Process

  • Consultative selling including need identification, solution presentation, budgeting, and final lock-in
  • Reduce friction by centralizing communications within CRM (HubSpot)
  • Automate email follow-ups for proposal discussions and booking reminders.

Sales Assets

  • Create a standardized Sales Script for initial consultative meetings
  • Prepare an Objection Handling Script to address budget and schedule concerns
  • Develop a customizable Proposal Template that reflects the bespoke nature of their training offerings.

Testimonials and Case Studies

  • Establish a process for gathering Client Testimonials post-training
  • Develop and share Case Studies on successful training initiatives.
  • Feature Testimonials and Case Studies prominently on the website and in proposals.

Conversion Rate Insights

  • Utilize HubSpot's conversion rate tracking features for continuous monitoring and improvement.
  • Focus on improving initial consultation to proposal conversion rates.

Urgency and Offers

  • Offer a 'Fast Decision' incentive – discounted booking rates for decisions within a certain timeframe after the proposal.
  • Leverage seasonal fiscal planning cycles of target organizations to encourage bookings.

Guarantees and Risk Reversal

  • Implement a Satisfaction Guarantee – a follow-up training session at no extra cost if primary goals aren’t met.

Shock and Awe

  • Prior to finalizing a booking, send personalized gifts (like branded material or a copy of an industry-relevant book) to key decision makers.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining the course objectives, timelines, and what to expect
  • Kickoff call with the client to explain the process and answer any queries

Communication Cadence

  • Weekly status updates via email regarding course progress
  • Quarterly review calls to discuss achievements and areas of improvements

Client Education

  • Access to a knowledge hub consisting of articles, FAQs, and videos
  • Regular webinars showcasing real-world scenarios and case studies

Personalized Touches

  • Handwritten thank you notes sent post-course completion
  • Celebrating participant milestones through digital badges or certificates
  • Birthday greetings to all participants

Visuals and Documentation

  • Infographics illustrating before and after skill levels
  • Regular progress reports sent to the client

Feedback and Proactive Support

  • Bi-annual client surveys to gather feedback
  • Dedicated support team to address questions and concerns

Guarantee or Promise

  • Risk-free policy: Full refund if unsatisfied with the first training module

Operational Excellence

  • Flexible scheduling options considering various time zones
  • Punctual start and end of training sessions
  • Neatly dressed trainers exemplifying a professional appearance
  • Clear and timely communication from the company

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contracts for scheduled training
  • Provide discounts for multi-year contract renewals

Upsells & Cross-Sells

  • Introduce advanced training modules as upsell opportunities
  • Offer coaching/mentoring sessions as cross-sell services

Bundling & Packaging

  • Launch packages combining basic and advanced training
  • Offer bundle discounts when purchasing multiple training programs

Loyalty & Retention Programs

  • Launch a loyalty program offering extra services for repeat clients

Custom Services and Personalization

  • Offer premium levels of training for customized solutions

Pricing Strategy

  • Incentivize long-term contracts with progressive discounts
  • Implement strategic bulk discounts for group enrolments

Customer Data and Insights

  • Utilize CRM to identify trends and upgrade potential
  • Set up triggers for upsells based on client performance

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next training session for referrers
  • Provide exclusive reports or insights for referees

Shareable Assets

  • Create pre-made LinkedIn posts for sharing
  • Develop email templates with details about Adeva's training services

Timing and Triggers

  • Send referral requests after successful completion of a training session
  • Automate referral requests in post-training follow-up emails

Client Success Stories

  • Collect testimonials regularly and share them on LinkedIn and the website
  • Encourage clients to recount their success story resulting from the training

Referral Contests

  • Hold a biannual referral contest with a complimentary training session as the prize

Partner or Affiliate Programs

  • Partner with banking industry influencers for wider reach
  • Develop an affiliate program that rewards partnerships with discounts on training

Thank-You Experience

  • Send hand-written notes to top referrers
  • List top referrers on company's website as valued partners
  • Personalize thank-you experience based on client's preferences

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