CBZ » Topics » Sales and Marketing

These excerpts taken from the CBZ 10-K filed Mar 16, 2009.
Sales and Marketing
 
CBIZ’s branding strategy has historically focused on providing CBIZ with a consistent image and value proposition within each of its primary geographic and industry markets. Beginning in 2005, CBIZ capitalized on those successful efforts by refining its message to reinforce the CBIZ “Client Centric” model — a more intuitive way of taking the wide array of CBIZ service offerings to market, based on the fundamental needs of businesses to manage their financial, employee and technology challenges. These efforts included an evolution of the CBIZ advertising strategy, focusing on our three primary service offerings: financial management; employee management; and technology management, as well as the development of a revised web presence, new collateral materials, and the introduction of several new direct marketing and e-marketing vehicles.
 
Beginning in 2007, CBIZ marketing has focused on three key strategies: thought leadership; market segmentation; and sales/sales management process development.
 
  •  Thought leadership:  CBIZ marketing efforts have continued to capitalize on the extensive knowledge and expertise of CBIZ associates. This has been accomplished through increased media visibility, speaking engagements, and the creation of a wide variety of white papers, technical documents, newsletters, books, and other information offerings.
 
  •  Market segmentation:  A significant number of our marketing initiatives have been targeted specifically to those industries and areas where CBIZ has a particularly deep experience. These efforts involve a comprehensive, integrated plan for each vertical market segment, including trade show participation and speaking engagements, trade publication advertising, targeted direct marketing, and industry specific micro-sites, newsletters, etc.
 
  •  Sales/sales management process development:  Beginning in 2007, CBIZ brought together three key aspects of sales and sales management: training through the “CBIZ Sales Academy”, enhanced productivity and management visibility through the adoption of Salesforce.com, and the development and implementation of a consistent set of performance management scorecards and business development pipeline tools. Together, we believe these initiatives create the foundation for a more effective, efficient and successful sales management process.
 
In 2008, CBIZ launched an enterprise-wide integrated branding campaign to clearly position and differentiate CBIZ and our array of services to our core audience. Based on the theme “Our business is growing yours”, the campaign helps clients and prospects understand the unique ability of CBIZ to help them grow and succeed in a broad variety of ways. The campaign relies on an integrated set of tactics including print and radio advertising as well as online and direct marketing, and is supported via sales tools and collateral.
 
Sales and
Marketing



 



CBIZ’s branding strategy has historically focused on
providing CBIZ with a consistent image and value proposition
within each of its primary geographic and industry markets.
Beginning in 2005, CBIZ capitalized on those successful efforts
by refining its message to reinforce the CBIZ “Client
Centric” model — a more intuitive way of taking
the wide array of CBIZ service offerings to market, based on the
fundamental needs of businesses to manage their financial,
employee and technology challenges. These efforts included an
evolution of the CBIZ advertising strategy, focusing on our
three primary service offerings: financial management; employee
management; and technology management, as well as the
development of a revised web presence, new collateral materials,
and the introduction of several new direct marketing and
e-marketing
vehicles.


 



Beginning in 2007, CBIZ marketing has focused on three key
strategies: thought leadership; market segmentation; and
sales/sales management process development.


 




































  • 

Thought leadership:  CBIZ marketing efforts
have continued to capitalize on the extensive knowledge and
expertise of CBIZ associates. This has been accomplished through
increased media visibility, speaking engagements, and the
creation of a wide variety of white papers, technical documents,
newsletters, books, and other information offerings.
 
  • 

Market segmentation:  A significant number of
our marketing initiatives have been targeted specifically to
those industries and areas where CBIZ has a particularly deep
experience. These efforts involve a comprehensive, integrated
plan for each vertical market segment, including trade show
participation and speaking engagements, trade publication
advertising, targeted direct marketing, and industry specific
micro-sites, newsletters, etc.
 
  • 

Sales/sales management process
development:
  Beginning in 2007, CBIZ brought
together three key aspects of sales and sales management:
training through the “CBIZ Sales Academy”, enhanced
productivity and management visibility through the adoption of
Salesforce.com, and the development and implementation of a
consistent set of performance management scorecards and business
development pipeline tools. Together, we believe these
initiatives create the foundation for a more effective,
efficient and successful sales management process.


 



In 2008, CBIZ launched an enterprise-wide integrated branding
campaign to clearly position and differentiate CBIZ and our
array of services to our core audience. Based on the theme
“Our business is growing yours”, the campaign
helps clients and prospects understand the unique ability of
CBIZ to help them grow and succeed in a broad variety of ways.
The campaign relies on an integrated set of tactics including
print and radio advertising as well as online and direct
marketing, and is supported via sales tools and collateral.


 




These excerpts taken from the CBZ 10-K filed Mar 17, 2008.
Sales and Marketing
 
CBIZ’s branding strategy has historically focused on providing CBIZ with a consistent image and value proposition within each of its primary geographic and industry markets. Beginning in 2005, CBIZ capitalized on those successful efforts by refining its message to reinforce the CBIZ “Client Centric” model — a more intuitive way of taking the wide array of CBIZ service offerings to market, based on the fundamental needs of businesses to manage their financial, employee and technology challenges. These efforts included an evolution of the CBIZ advertising strategy, focusing on our three primary service offerings: financial management; employee management; and technology management, as well as the development of a revised web presence, new collateral materials, and the introduction of several new direct marketing and e-marketing vehicles. The Client Centric model was also used as a basis to begin to better understand and define each client’s unique areas of need, through the use of our proprietary database, CNECT. CBIZ believes that this level of client information is strategically important for revenue generation as it enhances CBIZ’s ability to identify the most appropriate cross-serving opportunities.
 
In 2007, CBIZ focused on three key strategies:  thought leadership; market segmentation; and sales/sales management process development.
 
  •  Thought leadership:  CBIZ marketing efforts have continued to capitalize on the extensive knowledge and expertise of CBIZ associates. This has been accomplished through increased media visibility, speaking


7


 

  engagements, and the creation of a wide variety of white papers, technical documents, newsletters, books, and other information offerings.
 
  •  Market segmentation:  A significant number of our marketing initiatives have been targeted specifically to those industries and areas where CBIZ has a particularly deep experience. These efforts involve a comprehensive, integrated plan for each vertical market segment, including trade show participation and speaking engagements, trade publication advertising, targeted direct marketing, and industry specific micro-sites, newsletters, etc.
 
  •  Sales/sales management process development:  In 2007, CBIZ brought together three key aspects of sales and sales management: training through the “CBIZ Sales Academy”, enhanced productivity and management visibility through the adoption of Salesforce.com, and the development and implementation of a consistent set of performance management scorecards and business development pipeline tools. Together, we believe these initiatives create the foundation for a more effective, efficient and successful sales management process.
 
At the end of 2007, CBIZ announced an enterprise-wide branding campaign for 2008 to clearly position and differentiate CBIZ and our array of services to our core audience. Based on the theme “Our business is growing yours”, the campaign helps clients and prospects understand the unique ability of CBIZ to help them grow and succeed in a broad variety of ways. The campaign relies on an integrated set of tactics including print and radio advertising as well as online and direct marketing, and is supported via sales tools and collateral.
 
Sales and
Marketing



 



CBIZ’s branding strategy has historically focused on
providing CBIZ with a consistent image and value proposition
within each of its primary geographic and industry markets.
Beginning in 2005, CBIZ capitalized on those successful efforts
by refining its message to reinforce the CBIZ “Client
Centric” model — a more intuitive way of taking
the wide array of CBIZ service offerings to market, based on the
fundamental needs of businesses to manage their financial,
employee and technology challenges. These efforts included an
evolution of the CBIZ advertising strategy, focusing on our
three primary service offerings: financial management; employee
management; and technology management, as well as the
development of a revised web presence, new collateral materials,
and the introduction of several new direct marketing and
e-marketing
vehicles. The Client Centric model was also used as a basis to
begin to better understand and define each client’s unique
areas of need, through the use of our proprietary database,
CNECT. CBIZ believes that this level of client information is
strategically important for revenue generation as it enhances
CBIZ’s ability to identify the most appropriate
cross-serving opportunities.


 



In 2007, CBIZ focused on three key
strategies:
  thought leadership; market
segmentation; and sales/sales management process development.


 
















  • 

Thought leadership:  CBIZ marketing efforts
have continued to capitalize on the extensive knowledge and
expertise of CBIZ associates. This has been accomplished through
increased media visibility, speaking





7





 



















 

engagements, and the creation of a wide variety of white papers,
technical documents, newsletters, books, and other information
offerings.


 


























  • 

Market segmentation:  A significant number of
our marketing initiatives have been targeted specifically to
those industries and areas where CBIZ has a particularly deep
experience. These efforts involve a comprehensive, integrated
plan for each vertical market segment, including trade show
participation and speaking engagements, trade publication
advertising, targeted direct marketing, and industry specific
micro-sites, newsletters, etc.
 
  • 

Sales/sales management process development:  In
2007, CBIZ brought together three key aspects of sales and sales
management: training through the “CBIZ Sales Academy”,
enhanced productivity and management visibility through the
adoption of Salesforce.com, and the development and
implementation of a consistent set of performance management
scorecards and business development pipeline tools. Together, we
believe these initiatives create the foundation for a more
effective, efficient and successful sales management process.


 



At the end of 2007, CBIZ announced an enterprise-wide branding
campaign for 2008 to clearly position and differentiate CBIZ and
our array of services to our core audience. Based on the theme
“Our business is growing yours”, the campaign
helps clients and prospects understand the unique ability of
CBIZ to help them grow and succeed in a broad variety of ways.
The campaign relies on an integrated set of tactics including
print and radio advertising as well as online and direct
marketing, and is supported via sales tools and collateral.


 




This excerpt taken from the CBZ 10-K filed Mar 16, 2007.
Sales and Marketing
 
CBIZ’s branding strategy has historically focused on providing CBIZ with a consistent image and value proposition within each of its primary geographic and industry markets. Beginning in 2005, CBIZ capitalized on those successful efforts by refining its message to reinforce the CBIZ “Client Centric” model — a more intuitive way of taking the wide array of CBIZ service offerings to market, based on the fundamental needs of businesses to manage their financial, employee and technology challenges. These efforts included an evolution of the CBIZ advertising strategy, focusing on our three primary service offerings: employee management; financial management; and technology, as well as the development of a revised web presence, new collateral materials, and the introduction of several new direct marketing and e-marketing vehicles. The Client Centric model was also used as a basis to begin to better understand and define each client’s unique areas of need, through the use of our proprietary database, CNECT. CBIZ believes that this level of client information is strategically important for revenue generation as it enhances CBIZ’s ability to identify the most appropriate cross-serving opportunities.
 
For 2006, CBIZ has focused on three key strategies: thought leadership; market segmentation; and sales/marketing integration.
 
  •  Thought leadership:  CBIZ marketing efforts have sought to capitalize on the extensive knowledge and expertise of CBIZ associates. This has been accomplished through increased media visibility, speaking engagements, and the creation of a wide variety of white papers, technical documents, newsletters, books, and other information offerings.
 
  •  Market Segmentation:  A significant number of targeted marketing initiatives have been undertaken in 2006, all of which focus specifically on those industries and areas where CBIZ has a particularly deep experience. These efforts include trade show participation and speaking engagements, trade publication advertising, targeted direct marketing, and industry specific micro-sites, newsletters, etc.
 
  •  Sales/marketing integration:  During 2006, CBIZ launched an enterprise wide sales training program called “CBIZ Sales Academy”. CBIZ Sales Academy was designed to integrate with the existing CBIZ branding efforts, and contribute to lead generation efforts by fostering relationships amongst CBIZ employees. In addition, significant efforts have been made to upgrade CBIZ’s Customer Relationship Management (CRM) and Sales Force Automation (SFA) software, allowing improved synergy between business development efforts and marketing initiatives.
 
Beyond branding, a major marketing initiative was undertaken to enhance CBIZ’s targeted marketing capabilities. While it is CBIZ’s intent to continue to foster the entrepreneurial spirit of our offices by allowing individual business units to execute their local marketing plans, CBIZ has significantly increased our ability to provide offices with a host of highly targeted marketing tools, support, and strategies to better capitalize on market opportunities in selected industries and practice areas. These tools include print and radio advertisements, printed material such as brochures and stationery, and CBIZ-branded merchandise for trade shows and other client-oriented events. CBIZ continues to be focused on creating business development tools and programs on a national level that can be easily customized for use at the local level.


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