The Opening
Set the tone from the very beginning. You are Cogent. We are the subject matter expert. Know the client. Review the notes from Marketing Operations Manager and PD.
Before the first meeting
(Know the full names of the people on the call. Know their roles and the their percentage of ownership. You can get this info from Cogent Core. In the documents section for the company, click on the PSN tag. The PSN doc gives you good base info.
The discovery cannot start without access to these logins. (The exception being that they do not have not setup any of the accounts or website.) Ask the PA assigned to the project to secure the following credentials (username and passwords):
- Google Analytics
- Website admin
- Social media logins
- Google Ads access
Introduce yourself to the PD before the call.
Using Docusign, send out the meeting schedule for signature.
Know why the client needs marketing before first meeting.
Opening Introductions
Use the website as a method for guiding the opening. Do not read everything verbatim. There are some key things you want to discuss.
- What are your expectations for this discovery?
- What is your current marketing spend? (if not identified in pre-discovery)
- Do you have a marketing manager/ person?
- What is your ROI on marketing spend? (if not identified in pre-discovery)
Tip: Spend as much time as possible looking directly into the camera.
The Conversation
The conversation is about finding connections. Where does part of you connect with them. Example: Client: “I’m a little tired this morning. We just celebrated my birthday”. You: Congratulations! I just celebrated…”
The site will cover allow you to cover the critical aspects of the openning. Take note of the following:
- Explain the steps of the discovery process.
- What does Cogent believe about business
- Address any questions from the pre-discovery notes
- Assign/Introduce strategic objectives assignment and set delivery date
Tip: 50% talking and 50% listening. You can’t discover if you are doing all the talking. Get them to engage. Do not use Acronyms. Do not use marketing terms unless you define them. Do not repeat a phrase or word over and over.
The Commitment
“We are committed to achieving your business goals. We cannot do it without you.”
Pull up link to the link to the meeting schedule. It is an Adobe signable form. Send it to them before you start the meeting. Let them know the focus of each meeting, time requirement and expection. Have them sign it. It is not a contract. It is an acknowledgement of the journey we are embarking on.
- Explain the steps of the discovery process.
- What does Cogent believe about business
- Address any questions from the pre-discovery notes
- Assign/Introduce strategic objectives assignment and set delivery date
Follow Up
Send a follow up email through click up. This documents you did this. The email should recap and do the following:
- What was discussed in the opening?
- What is the next step?
- Confirm with the client that we have the following information.
- Google Analytics
- Website admin
- Social media logins
- What current collateral is available?
- Brochures
- Email campaigns
- Billboards
- Link to the Strategic Objectives online form
Schedule the Tech Audit.
