Deal-Based
Marketing (DBM)

Winning bids and major deals in pursuit of opportunities.

Pursue large opportunities and deals by adopting a framework for success

Gilroy has a structured Deal-Based Marketing (DBM) framework that ensures you consistently win more competitive bids and major deals, reducing your sales cycle and increasing customer lifetime value.

Deal-Based Marketing (DBM) is an effective sales and marketing approach for securing significant deals, focusing on opportunity growth and closure with the added rigour required for formal tenders.

Winning complex, high value enterprise deals is not easy to accomplish. However, a well-structured Deal-Based Marketing framework embedded from the start ensures you are much more likely to win and win big when the next RFP lands.

A clear value proposition, fine-tuned for different audiences together with an effective communication and stakeholder engagement plan, shapes opportunities while building trust and streamlines negotiations for larger deals.

Build relationships with key decision-makers.
Strong, enduring relationships enables you to engage with business leaders and decision makers earlier in their thought process, shaping their business imperatives and positioning you as a strategic partner, trusted advisor and obvious choice.

Demonstrate your credentials.
The customer wants to be confident that you have the knowledge and experience to deliver on your promises. Be prepared to answer their questions and demonstrate your expertise in the field.

Our objective is to create, grow and close bigger deals faster and more consistently by changing the conversation, being different to your competition and bring more value.

Deal-Based Marketing works with both sales account teams and marketing to identify potential opportunities in flight and ahead of RFP submission or pitch date. Gilroy then work with marketing to develop a customised programme that is specifically tailored to each deal:

  • Deep market, customer, and data-led insights
  • Authentic and differentiated value proposition articulating solution, benefits and differentiation
  • Strategic positioning aimed at shaping business and brand perception
  • Targeted content that is relevant to the specific needs of the target audience
  • Personalised outreach to key decision-makers – carefully planned, co-ordinated though leadership
  • Measurable results that ensure a return on marketing investment

The objective of DBM is to increase the chances of winning targeted deals. By focusing on personalised content, thought leadership and in-market customer experiences, DBM is an effective way to achieve this.

DBM allows you to allocate more resources and focus more attention on each deal. This can lead to higher win rates and deal conversions overall, reducing sales cycle length and increasing customer lifetime value.

Improved the connection between sales and marketing: DBM requires close collaboration between both teams. This ensures that both teams are working towards the same objective and that marketing activity aligns with sales goals.

Increased return on marketing investment: DBM can be a more effective way to use marketing resources than traditional marketing efforts. By targeting a smaller number of accounts and deals in pursuit and creating a more personalised experience can ensure a higher return on investment (ROI).

Explore Account-Based Marketing

In addition, DBM achieves:

Increased brand awareness, interaction and engagement from decision makers and influencers

New relationships and deepened existing ones, engaging higher and earlier to shape business imperatives

Secure strategic partnerships and significant important opportunities with your most valued customers

Retain and grow your most important customers and enjoy their advocacy, success and increasing lifetime value