By collaborating closely, marketing and business development can craft stories that will steer your firm toward success.
Imagine a car. The engine is the powerhouse, providing the energy and drive that propels the vehicle forward. Similarly, the marketing team is the engine of a business, generating momentum through branding, proposals, and content creation.
Meanwhile, the headlights light the way ahead, illuminating opportunities and guiding the journey. Business development plays a vital role in identifying trends, forging partnerships, and paving the road to growth and expansion.
Just as a car needs a powerful engine and effective headlights to navigate the road ahead successfully, a business thrives when a strong marketing team works in tandem with a skilled business development team. Consider this: according to Zweig Group, 56 percent of Marketing Excellence Award winners were fast-growth firms – compared to 25 percent of other firms. Moreover, 71 percent of these winners were high-profit firms. The message is clear: in addition to business development, effective marketing can double your firm’s chances of achieving rapid growth and success.
As a marketer and content creator, I’ve witnessed firsthand how the synergy between marketing and business development transforms businesses. Here are three key strategies your firm can adopt to maximize this impactful partnership:
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Selling through storytelling. Storytelling is a powerful sales tool, especially for business development. According to the National Storytelling Network, storytelling is “the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination.” It forges connections and makes your message memorable. Most importantly, it drives results.
Research supports this: A 1969 Stanford study asked students to memorize a list of 12 words. One group used general memorization, while the other created a narrative incorporating the words. The result? Ninety-three percent of the storytelling group remembered the words, compared to just 13 percent of the memorization group. Framing information within a compelling narrative made it nearly seven times more memorable.
For firms in the AEC industry, storytelling is equally impactful. Instead of simply listing capabilities, consider creating narratives that teach your audience and invite them into the story. Transforming project descriptions into engaging Q&A responses or holding interviews with engineers or project managers allows clients to visualize how your firm overcomes unique challenges. This personalized approach helps clients see themselves in your story, making your expertise unforgettable. -
Leveraging social media. Social media is an indispensable tool for building trust and driving business development. According to Visual Objects, 76 percent of consumers check a company’s online presence before engaging in-person. In addition to your firm’s website, platforms like LinkedIn and Instagram allow you to showcase your firm’s value and expertise, keeping your brand top-of-mind.
For smaller firms, where individuals may be juggling both marketing and business development roles – using social media can be incredibly beneficial. Regular posts about projects, team highlights, and client successes can build brand recognition and credibility. Authentic captions and reposting industry content with proper credit can further amplify your digital presence.
When selling professional services, you’re ultimately selling your people – their creativity, expertise, and relationships. Social media reinforces this by creating meaningful touchpoints. For example, a LinkedIn post highlighting a school project, paired with a quote from the project manager, strategically positions your firm as a leader in the K-12 sector, while also fostering connections with the technical staff and potential clients.
Additionally, social platforms help maintain and strengthen connections. After meeting a prospective client at an event, a quick LinkedIn connection can spark ongoing conversations. Sharing updates, interacting with posts, and messaging directly helps ensure your relationship remains active and productive. -
Enhancing client engagement. A strong partnership between marketing and business development creates tailored, client-focused content. Marketing teams gain insights into client needs and trends, while business development ensures the message resonates with the right audience.
The key is knowing who you’re speaking to. If your firm targets K-12 projects, are you addressing architects or superintendents? While both are essential stakeholders, their priorities differ – architects may focus on innovative design, while superintendents seek cost-saving solutions. Crafting tailored narratives for each audience ensures your message lands effectively.
By collaborating closely, marketing and business development can craft stories that position your firm as an industry leader. Sharing these narratives through website articles, social media, and targeted email campaigns not only engages clients but also showcases your firm’s expertise in a dynamic and memorable way.
The collaboration between marketing and business development is essential for a firm’s success. By leveraging storytelling, staying proactive on social media, and understanding the unique strengths of each team, firms can create memorable content and interactions that resonate with clients and drive growth. With the right approach, even the smallest firms can keep the car running smoothly and the headlights shining brightly, guiding them to success on their unique journey.
Sara Grayum is a digital content specialist and associate at Dunaway. Connect with her on LinkedIn.