Sectors and Customer Examples

 

BRCG has many years of experience from working with leading international corporations, medium-sized companies to start-ups.

Placing capital goods, plants and systems, products and services in need of explanation in broad markets is often a challenging marketing situation. In these constellations, BRCG's services are in many cases decisive for success within the framework of a growth strategy.

Our core target markets of industry/high-tech, financial services and healthcare emerged from this context. Intensive cooperation with the equity capital segment has subsequently grown out of this and become a business area in its own right.

FinanzDienstleistung

Nowhere are there more indirect sales organizations than in the financial services sector. More than 200,000 individuals and organizations are registered in the various fields of activity covered by §34 GewO.

The successful partner of the past is no longer automatically the right partner of the future!

Health / Health market

The healthcare market is the largest single market in Germany. This applies to both the total sales generated and the number of market participants.

In this market complexity, previous analysis, planning and control methods for market development and sales have reached their limits.

High-Tech

Germany is the land of innovations. Products, solutions, plants and systems are developed with technological avant-garde and a high degree of innovation.

It is striking that the "technical mindset" often dominates marketing activities.

Industry

The German economy is extremely diverse. Capital goods and services are used and processed in a wide variety of industries and business processes. New competitors are intensifying the competitive pressure.

A complex task for the sales department.

Investment (Venture Capital)

Germany is the country of innovative medium-sized companies and home to the so-called hidden champions. German companies are the focus of national and international investors.

Private and public investment companies have plenty of capital for investments - pressure to find the right candidates for investment.

Site marketing

The settlement of promising companies is one of the most important tasks of national, regional and municipal economic development in Germany and abroad. German companies are in great demand, both at home and abroad.

They are considered to be highly competitive, predictable and comparatively loyal to their location.

Financial Services

Challenge

Nowhere are there more indirect sales organizations than in the financial services sector. More than 200,000 individuals and organizations are registered in the various fields of activity covered by §34 GewO. The market is changing dramatically. New intermediaries are being added and others are dropping out. Not only demographic but also increasingly legislative influences ensure that huge shifts in advisors and intermediaries are underway. The successful partner of the past is no longer automatically the partner of the future!

In the age of digitization, these changes need to be recorded early and systematically. However, this is precisely where companies have the greatest problems, as decentralized account and support organizations focus primarily on existing partners. Central processes, current data on the overall market and potential-oriented work are not very pronounced here. Sales managers have a problem: they have to work more focused and do more business with less budget - in a changing market.

Solution

The recording of market participants and the selection of suitable intermediaries and partners represent an essential solution approach.From many years of experience, a large number of projects and the ability to analyze companies with web analytical methods, BRCG searches for the relevant market and suitable partners for its clients. Insurers and investment companies receive a listing of the relevant market and a profiling of those intermediaries and consultants who have a high business overlap.

Result

BRCG's support enables clients to identify and address new potential in the first place. BRCG helps where the biggest problems exist: in data- and criteria-based profiling of the fragmented overall market -important input for CRM systems, marketing and sales campaigns, and sales planning.

Exampel

A well-known German insurance company wants to close the white spaces in broker coverage. In addition, the decentralized broker support "on-site" is to be supplemented by centralized support in the future. BRCG conducts a potential analysis based on the requirement and profile criteria and selects from more than 70,000 brokers and multiple brokers those companies that fit the client and its business orientation. The companies that are still unknown are assigned to the white spaces and matched with the existing and known addresses. In a contact process during the year BRCG contacts the selected new partners or potential partners and qualifies the interest in a cooperation with the client. Subsequently, appointments for sales are made. The contacts are handed over to a central support office and further processed from there. The market is conquered. More than 400 qualified business relationships are established.

"Time-to-market - we must have saved two years in agent acquisition as a result of the promotion."

- Customer testimonial from the industry
Financial services
.

"The campaign did more than our last three appearances at the DKM trade show combined."

- Customer testimonial from the industry
Financial services
.

Health / Health market

Challenge

The healthcare market is the largest single market in Germany. This applies to both the total sales generated and the number of market participants. The lack of transparency for providers and organizations active in the individual market segments is correspondingly high, especially when it comes to specific questions of business orientation or determining potential. The market segments of doctors, pharmacies, physiotherapies, senior citizens' homes and nursing homes have at least four to six-digit numbers of organizations. In this market complexity, previous analysis, planning and control methods for market development and sales have reached their limits.

Solution

Web analytics solutions from BRCG make it possible for the first time to set up these markets and market participants in a criteria-oriented, systematic, up-to-date and repeatable manner and to evaluate them according to potential, thus supporting market, sales and management decisions.

BRCG supports its clients in three stages:

1. Installation of the market

  • Due to the large number of participants, it is relevant for many clients to be able to grasp the breadth of the market at all.

2. Profiling / potential segmentation

  • BRCG's web analytics technology makes it possible, for example, to evaluate the website content of market participants and to rank them according to the needs of individual clients. A selection according to potential and thus a considerable saving of time is achieved.

3. Contacting and initiating business

  • The organizations assessed as having potential are contacted and approached by BRCG. Needs, possibilities and options of a joint cooperation are examined and discussed. Interested and potential-rich organizations are transferred to appointments with the sales or management of the client.

 

Result

Providers in the healthcare market are given the opportunity by BRCG's support methodology to deal with the high number of market participants in a way that meets requirements in terms of time, resources and budget. Even smaller sales organizations can achieve great added value and benefits as a result.

Exampel

A leading German pharmaceutical company has 6 business units and sells its products through the pharmacy distribution channel. In the course of a realignment of the business strategy, it is recognized that there is no ideal pharmacy that is relevant for all business units, but that the attractiveness of each partner must be assessed separately for each business unit. However, this leads to the challenge of determining which pharmacy is particularly attractive for which business unit. The sales department surveyed is unable to make any consistent, criteria-related statements in this regard.

Based on the requirements and profile criteria of the pharmaceutical company, BRCG performs a potential analysis using web analytics methods and selects from nearly 20,000 pharmacies those that fit the client and the respective orientation of the business units. By means of a multi-stage data comparison, a so-called "potential ranking" is established.

In a contact process during the year, BRCG then supports the client in approaching the respective pharmacies assessed as having strong potential and in identifying joint business opportunities.

The market is conquered. More than 800 new business relationships with pharmacies are created. Existing business relationships are reassessed from the perspective of the individual business units of the pharmaceutical company.

"We are now generating more business while increasing efficiency in customer service."

- Customer testimonial from the healthcare/healthcare market sector

"With BRCG's support, we were finally able to filter the market intelligently - segment-based market development became possible."

- Customer testimonial from the healthcare/healthcare market sector

High-Tech

Challenge

Germany is the land of innovations. Products, solutions, plants and systems are developed with technological avant-garde and a high degree of innovation. It is noticeable that the "technical thinking" often dominates the marketing activities. The focus is on the product. The preparation of marketing often follows just before the development is completed. This approach is dangerous and a frequent reason for the failure of innovation companies. Marketing processes start too late and are not aligned with the reality of the market.

Solution

From product and market definition to USP and storytelling to the execution of market analyses and sales strategies, innovation companies are faced with a multitude of challenges that they often cannot overcome on their own. BRCG has been comprehensively supporting its clients in these issues for many years. With experience, expertise as well as the innovative method set (integrated process from market definition to customer appointment) BRCG helps not only to work out the central success factors of the marketing strategy, but also to implement them into a process and to operate them as a partner.

Misjudgement and overestimation of one's own capabilities can be observed. The mistake lies in the assumption that it is enough to hire one or two sales people to successfully increase sales. Almost every entrepreneur knows the situation: hiring and training people at great expense, investing time and money, but ultimately reaping little success.

The scaling approach is missing. What is our market? Who needs our solution? Which companies and decision-makers should I target? Which arguments will work? How do I set up a consistent and multipliable cold-calling process? Growth is not possible without a systematic relief of the company founder. BRCG builds and operates an intra-year telephone contact process when addressing target groups for its clients. The service is placed with the target customer, needs are determined, the value proposition is explained and high-quality appointments are made.

Result

Particularly in view of the early phase of innovation companies, BRCG's services provide impetus and dynamism. The scalability of the sales approach through BRCG's services thus provides relief for the customer and is a central building block in the growth strategy.

Exampel

A cleantech company offers a highly innovative solution in the area of emission reduction in manufacturing and painting processes. The company is medium-sized and has only a small organization. The executives - at the same time the competence carriers - are highly utilized. The company only has medium-sized customers in a regional environment with medium to small project sizes. The sales development is wave-like and not growing.

First, BRCG evaluates the solution's degree of attractiveness, value proposition, and potential benefits for various customer target groups. BRCG uses its proprietary MOTA (Market Oriented Technology Assessment) concept to uncover potential markets and target groups. Market players are identified and evaluated. After defining the sales territory, together with the customer, BRCG takes over the contact process during a period of three years, establishing access to decision makers, arranging appointments and building a sales pipeline.

Result

The pipeline grows systematically. The company quickly gains awareness and reputation. Major projects are won and internationally known top brands are also conquered in the corporate sector. BRCG manages to multiply the pipeline within twelve months. As a result, several seed investors and venture capital take a stake in the company. Sales multiply. The company is scaled and put on a broader organizational footing. Word of the success spreads throughout the industry. The company achieves a leap in value.

"Today we are a new company. After being in the project business for years, the way is now clear for scaling our company. This is where BRCG has been an important partner."

- Customer testimonial from the high-tech sector

"Without BRCG, we would never have succeeded in entering the demanding Dax market. We would not have gained access."

- Customer testimonial from the high-tech sector

Industry

Challenge

The German economy is extremely diverse. Capital goods and services are used and processed in a wide variety of industries and business processes. New competitors are intensifying the competitive pressure. Sales managers must identify and generate sales potential in existing and new markets. It is often like looking for a needle in a haystack - a complex task for sales.

Challenge: The selection of companies from target industries, which has so far mostly been carried out using SIC or NACE codes, is not very successful in practice, and the selection of companies is not suitable enough and too heterogeneous. As a result, sales processes in the industrial sector often have a very strong existing focus and a low hit and success rate when contacting new target groups. Exhibiting at trade shows is preferred to active new customer acquisition. Experts often use the description "from working in the comfort zone."

Solution

BRCG offers a comprehensive set of services for these questions. The identification and filtering of suitable target groups from broad or unclear markets is given new possibilities by BRCG's Web Analytic methods. Procedures that are not based on rough groupings such as industries, but take into account customer-specific and business-related criteria, lead to a new dimension of market delimitation and increase the hit rate.

BRCG's business contact services relieve sales capacities and support or accelerate marketing. Precisely fitting high-value sales appointments support the sales organization and clarify the added value.

Result

In the broad, confusing and often multi-level capital goods business, customers no longer have to orient themselves to the rough industry breakdown. Customer-specific ecosystems are identified across several market levels and fixed in terms of data. This significantly accelerates marketing activities. Hit rates and success increase. The process is data-driven, scalable and transferable to other products. A flagship project within a digitization strategy.

Exampel

A leading German sensor manufacturer wants to conquer new customers in the OEM market. The companies in question are active in various industries. The potential number of target groups is high. The companies cannot be identified according to standard industry directories. The initial quantity of more than 100,000 companies from different industries cannot be controlled from a sales perspective.

BRCG delineates the market according to individual criteria corresponding to the value proposition / customer benefits of the products and solutions to be placed in this market. The question is approached by means of web analytic methodology via an automated analysis. On the data basis a comparison of the target groups according to potential is possible, BRCG is able to reduce and focus the number of relevant companies from more than 100,000 to less than 3,000 for the client. Subsequent contact processes confirm a breakthrough in the sales strategy: hit rate and "conversion rate" have increased significantly.

"The hit rate is more than five times higher than our traditional sales processes for new customer business."

- Customer testimonial from the industry sector

"Of the potential companies identified from the analysis, we have already been able to capture more than 10% after 12 months."

- Customer testimonial from the industry sector

Investment (Venture Capital)

Challenge

Germany is the country of innovative medium-sized companies and home to the so-called hidden champions. German companies are the focus of national and international investors. Private and public investment companies have a lot of capital for investments - pressure to find the right candidates for investment. On the other hand, investment companies are already invested in many medium-sized companies. Their interest lies in the development and value enhancement of the companies. Transforming the portfolio companies into systematic growth is also a core challenge.

Challenges for successful investment companies

  • Finding the right investment candidates (who can?)
  • Find the entrepreneurs willing to sell (who wants?)
  • Put the existing portfolio companies on a growth course, increase enterprise value

Solution

The described requirements of the private equity industry make this target group appear as natural partners of BRCG, which is supported with innovative services, which are further implemented through its own company, the BRSV. BRCG provides comprehensive support to equity investment companies as needed. Based on the investment objectives and strategy of the client, BRCG first develops the criteria that apply to the search or ideal investment. With the in-house developed service offering "Invest-Analytics", which is based on the BRCG Web-Analytic process, the criteria-oriented automated evaluation of companies is possible. Ideally and beneficially applicable also in the context of a so-called "buy and build strategy".

With the BRCG Business Contact Services BRCG also supports investment companies and family offices. Target markets are thus not only analyzed but also subsequently opened up, investment target groups addressed and developed during the year. Via an integrated and modern contact process, BRCG and BRSV are also innovative partners for portfolio companies of investment companies. Scalable growth and increase in company value become possible.

Result

Clients of BRCG speak of a breakthrough within their strategy. Investment companies can profit in many ways. Relevant target markets and investment candidates are uncovered. Target customers are directly approached, analyzed and meetings are arranged. Professionalization and expansion of the sales pipeline directly increase the enterprise value of the portfolio companies and are the best arguments for the sale of the investment as well as the increase of the enterprise value.

Exampel

On behalf of a German family office, BRCG assists a technology company in conquering the market and scaling the business model. Over a period of three years, BRCG provided a comprehensive set of services ranging from the identification of relevant markets and potential customers to the realignment of the value proposition. Subsequently, BRCG was also the partner for the implementation of the contact process in the context of cold calling during the conquest of new markets.

Through BRCG's work, not only have new customers (DAX) been acquired, but the pipeline has been rapidly and systematically expanded. The company has been positioned as an innovator and star in the industry. The company value has been multiplied many times over.

"BRCG doesn't just show how to do it, BRCG does it! They go ahead and take the work out of our involvement and take the company to a new level of professionalism and sales power."

- Customer testimonial from the investment sector

"The speed to the possible exit has increased significantly. The entire process has become more predictable for us."

- Customer testimonial from the investment sector

Site marketing

Challenge

Attracting promising companies is one of the most important tasks of national, regional and municipal economic development in Germany and abroad. German companies are in great demand, both at home and abroad. They are considered to be highly competitive, predictable and comparatively loyal to their location.

The problem with the approach to settlement efforts to date is the focus on the provision of space. Projects are too often dominated by architectural and urban planning discussions. In these phases, there is often a lack of reference to the market and a clear concept from the perspective of the target group to be addressed. Who should go to a location and why?

Defining and identifying target groups and tapping into them represents a decisive challenge for future-oriented location developers.

Solution

BRCG meets these challenges with its concept of modern investor search and site marketing in three stages.

The first step involves defining the search profile and target groups and identifying the companies. This involves determining key characteristics of the required companies and investors and transforming the profile into a web-based search strategy.

The second phase involves narrowing down the desired target groups from the corresponding search region. With the BRCG business analytics procedures, target markets are profiled according to potential for the client in location marketing - a selection is thus made possible.

Once the target group has been narrowed down and profiled, the companies must be contacted in a third step. Addressing the decision-makers in the respective companies in a serious and competent manner is a demanding and time-consuming telephone and sales process. A task that is often underestimated and for which there is usually no organization on the site marketing side to carry it out. BRCG offers systematic contacting and acquisition services with its high-quality go-to-market services.

Result

Site organization and marketer relieve themselves of the pressure to carry out the core process themselves. With the modern and integrated process of support, the client has leadership and transparency about the status and outlook of activities and results at all times. All steps are documented, successes are transferable and scalable - a breakthrough in site marketing.

Exampel

On behalf of the leading site developer in Luxembourg, BRCG is commissioned to assist in the identification and acquisition of companies for relocation.

BRCG provides comprehensive support to the client over a period of three years. In the process, end-to-end full-service support is provided, from the identification of target groups to the handover of concretely interested companies. Out of a total of more than 80,000 potential companies, the conducted top selection resulted in a number of approx. 2,400 companies as target market for the site. Subsequently, BRCG approached the defined companies in a sequence coordinated with the customer, decision-makers were identified and these were approached during the year with a high-quality investment approach and invited to a meeting. Identifiable interest was followed up and substantiated during the year. The results were presented in the form of high-quality appointments with the customer.

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