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Halmyre

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • B2B Consultancy targeting associations seeking growth and change through actionable insights and realistic consulting.

Audience Type

  • B2B
  • Membership-based associations

Industries (if B2B)

  • Professional Associations
  • Membership Organizations

Needs – Primary Buying Considerations

  • Desire for organizational growth
  • Need for actionable consulting services
  • Permit active member voice in shaping association's future

Demographics

  • Age Range: Majority 40+
  • Gender: Predominantly female
  • Geography: Canada
  • Profession: Director of Membership Services
  • Business Size: $3-$10 million in topline revenue

Psychographics

  • Lifestyle: Professional association leaders
  • What they value: Member engagement, growth, ROI
  • Pain Points: Overcoming barriers to growth
  • Buying Behavior: Detailed exploratory process, multiple check-points before purchase
  • Decision-Making Roles:
  • Primary Decision Maker: Director of Membership Services
  • Secondary Decision Influencers: Other association senior leadership
  • Support Roles: NA

2. My Message to My Target Audience

Refined Elevator Pitch

  • Halmyre empowers associations with actionable consulting, enabling them to pioneer their growth plans based on current and future members' voices, thus becoming the thriving leaders of the next generation.

Understanding Their Pain Points

  • Insufficient tools for navigating growth plans
  • Stagnation due to a lack of innovative strategies
  • Ineffectiveness of traditional approaches to generating growth

Transformation

  • Increased growth and proactive change
  • Confidence rooted in facts and insights
  • Enhanced return on investment and overall growth mindset

Unique Selling Proposition (USP)

  • Actionable and realistic consulting
  • Easily integrates with the daily operations of association professionals
  • Uses a unique methodology that guarantees the first project

Brand Values & One-Liners

  • Yours is not just another association; Halmyre brings transformation.
  • Navigating the voice of the future, today.
  • Growth plans redesigned for the next generation.

Tone

  • Halmyre speaks to its audience with a tone of assurance, confidence, and forward-thinking innovation. We want our customers to feel empowered, enlightened, and ready to take on the challenges of growth.

Hero Text Idea

  • Flag Text: Pioneering Growth in Canada
  • Main Headline: Transforming Associations Through Actionable Consulting
  • Sub Headline: With Halmyre, move from a stagnant state to a growth-oriented mindset driven by facts, insights, and innovative strategies.
  • CTA: Start Your Growth Journey Today

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

Website

  • Refresh and maintain the website layout to position Halmyre as an industry thought leader
  • Optimize for mobile-first experience to cater to busy professionals
  • Track lead generation events like form submissions and downloads

Social Media

  • LinkedIn: Weekly thought leadership articles and updates
  • Twitter: Daily industry news and internal updates

Paid Advertising

  • LinkedIn ads: Target association directors and managers
  • Google search ads: Target keywords related to membership organization consulting

Content Recommendations

  • Case studies of successful projects
  • Webinars on growth strategies for membership organizations
  • Blog posts of insights into membership trends

Podcasts

  • Consider starting a podcast offering advice for associations
  • Try guesting on podcasts like 'The Association Adviser' or 'The Ultimate Leadership Podcast’

Directories

  • Engage with industry-specific directories like associationexecs.com
  • List on B2B service directories like Clutch.co

Publications

  • Write for publications like Association Now, CEO Update, or Canadian Society of Association Executives

Partnerships & Outreach

  • Partner with CRM companies like Hubspot to offer integrated services
  • Seek speaking opportunities at local and international association conferences

SEO and Content

  • Implement a content strategy focused on long-tail keywords relevant to the consultancy
  • Regularly update the blog with fresh content

Offline and Local Media

  • Sponsor and participate in local industry-specific events
  • Consider direct mail campaigns targeting association directors in Toronto, Ottawa, and Vancouver

Online Events

  • Organize webinars or virtual roundtables for association leaders

Online Networking

  • Participate in relevant LinkedIn groups, such as Association Executives Group

Cold Outreach

  • Targeted LinkedIn outreach to directors of associations offering a free consultation or insights report
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Consultation: Direct call with an expert to discuss growth strategies.
  • Industry Reports: Curated insights on membership trends and growth.
  • Webinar Access: Exclusive invitations to proprietary webinars on actionable strategies for growth.

Tripwire Offer

  • Mini-Project: A lower-cost, limited-scope project aimed at demonstrating Halmyre's capabilities.
  • Discounted First Project: A special offer for first-time clients, highlighting the guarantee on the first project.

Welcome Sequence

  • Welcome Email: Congratulates the new lead and provides more information about Halmyre's services.
  • Follow-Up Emails: Contains resources like case studies, webinar invitations, and industry reports.
  • Final Invitation Email: An offer for a discounted first-time consultation or mini-project.

Segmentation

  • Organize leads into specific segments based on industry, engagement, and specific needs.
  • Personalize follow-up emails and offers based on segmentation.

Chatbot and Automation

  • Implement a chatbot on the website to answer basic questions and collect lead information.
  • Use CRM automation to trigger email sequences after certain activities like form submissions or downloads.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email sequences, chatbot, form-based lead tracking
  • Recommended improvements: Personalized email campaigns based on segmentation

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking or handoff process: Manually managed within the Hubspot CRM
  • Recommended upgrades: Automate pipeline tracking with Hubspot-specific workflows

Automated Follow-Ups

  • Types of automations: Post-opt-in emails and webinar invites. Reactivation sequences for dormant leads.
  • Frequency or triggers: Immediately after opt-in, at regular intervals during nurture, on time-based triggers for reactivation

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Industry trends, Growth strategies for membership organizations, Halmyre updates
  • Segmentation: Segmentation based on industry, customer journey stage, and content preferences

Retargeting & Ads

  • Platforms and goals: LinkedIn for targeted B2B retargeting. Google Ads for keyword targeting.

Social Media and Content

  • Posting frequency: Weekly on LinkedIn, daily on Twitter
  • Content type or campaign focus: Thought leadership content and industry updates

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars on trending topics related to association growth

Other Nurture Channels

  • Implementation of a website chatbot for instant lead interaction
  • SMS automation for urgent updates or high-value content

3. Sales Conversion Strategy

Sales Process

  • Visual process guide for the sales process, from thought leadership exposure to project initiation
  • Rapid response system for inquiries
  • Automatically scheduling of exploratory conversations
  • Transparent pricing model prepared in advance
  • Create sample reports bundle as a downloadable asset
  • Dedicated team for providing customer references
  • Automated reminders for socialization and purchase decision follow-ups

Sales Assets

  • Create a proposal template showcasing Halmyre’s unique value proposition
  • Develop standardized sales scripts addressing common objections and concerns
  • Pre-build a pricing model for on-the-spot prospect conversations
  • Establish a Sales SOP, ingraining every salesperson with the Halmyre methodology

Testimonials and Case Studies

  • Create a 'Success Stories' page on the website to showcase testimonials and case studies
  • Use testimonials in sales pitches, proposals, and during exploratory calls
  • Incorporate requests for testimonials and case studies as part of the project close-out process

Conversion Rate Insights

  • Track conversion rates for each step in the sales process
  • Identify drop-off points and strategize improvement tactics
  • Set improvement targets for conversion rates on a quarterly basis

Urgency and Offers

  • Develop time-limited offers for annual seasonality of association leadership decision-making
  • Provide exclusive bonuses for prompt decision makers
  • Develop an urgency-focused outreach campaign during key association decision-making periods

Guarantees and Risk Reversal

  • Highlight the 'first project guarantee' in all client interactions and materials
  • Assure clients at every step that Halmyre is committed to their growth and success
  • Develop damage control SOPs for handling situations where a client is unsatisfied with the initial project

Shock and Awe

  • Send out Halmyre-branded material or a personalized note to serious leads
  • Provide a free insight report on their industry as a surprise bonus during the exploratory conversation
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a brief explainer PDF about the consulting process.
  • A personalized welcome video from the team introducing key contacts.
  • A kick-off call to discuss association's expectations and growth goals.

Communication Cadence

  • Bi-weekly project updates via email.
  • Monthly one-on-one video calls with the client.
  • Real-time notifications of major developments via text.

Client Education

  • Access to a private client portal with educational content and training videos.
  • Monthly 'Insight Newsletter' featuring actionable growth strategies.
  • FAQs section dedicated to the consulting process.

Personalized Touches

  • Customized growth reports based on the association's specific needs.
  • A congratulatory gift box on achieving growth milestones.
  • Birthday messages and anniversary notes for key association leaders.

Visuals and Documentation

  • Before and after growth graphs to visualize progress.
  • Detailed monthly reports on project advancements.
  • Access to document library with relevant case studies.

Feedback and Proactive Support

  • Quarterly feedback surveys to measure satisfaction and identify improvements.
  • A dedicated client success manager for each project.
  • Actionable strategies to prevent recurring issues based on survey feedback.

Guarantee or Promise

  • A 'love it or leave' guarantee on the first project, reaffirming Halmyre's confidence in its services.
  • Reinforce commitment to ROI-focused approach across all customer touchpoints.

Operational Excellence

  • Clear communication and punctuality standards practiced by the team.
  • An easy-to-use booking system for scheduling calls and meetings.
  • Emphasize the team's professionalism and expertise in every client interaction.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual contracts for reduced pricing to motivate long-term commitment
  • Implement renewal incentives, such as discounted strategic reviews or added-on consultations

Upsells & Cross-Sells

  • Target customers with upsell opportunities for more comprehensive consulting packages after initial success
  • Cross-sell opportunities to sponsor Halmyre webinars or events, fostering a partnership ecosystem

Bundling & Packaging

  • Develop tiered consultancy packages, bundling basic services with premium add-on options

Loyalty & Retention Programs

  • Introduce a 'Halmyre Growth Club' for customers with repeat business; benefits could include expedited services or unique insights

Custom Services and Personalization

  • Offer 'White-Glove' consultancy tiers for larger associations needing personalized, high-impact strategies

Pricing Strategy

  • Evaluate pricing strategy based on competitive landscape; consider increases if warranted
  • Offer rewards or discounts for referrals to reinforce customer engagement and acquisition

Customer Data and Insights

  • Utilize Hubspot CRM to track engagement and identify churn risks
  • Use gathered customer data to refine marketing and sales strategies, ensuring growth and customer retention

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 10% discount on the next project for successful referrals.
  • Offer an exclusive consultation for referees on growth strategies tailored for their association.

Shareable Assets

  • Develop pre-made LinkedIn and Twitter posts promoting Halmyre's consulting services.
  • Create email templates endorsers can use to introduce Halmyre to their connections.

Timing and Triggers

  • Ask for referrals after the successful completion of a project.
  • Use Hubspot CRM to automate referral prompts after key project milestones.

Client Success Stories

  • Regularly collect testimonials and case studies, showcasing them on your website and social media.
  • Develop a 'Success in Action' series for the blog, highlighting association growth stories with Halmyre.

Referral Contests

  • Run semi-annual contests rewarding top referrers with a complimentary growth strategy session.
  • Feature top referrers in Halmyre's newsletter and LinkedIn posts.

Partner or Affiliate Programs

  • Collaborate with allied B2B businesses to cross-refer clients.
  • Develop an affiliate tracking system for monitoring referral performance.

Thank-You Experience

  • Send a personalized thank-you note for each successful referral.
  • Acknowledge top referrers annually with a custom Halmyre Growing Together Award.

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