As these marketing interactions take place, the responses can be catalogued in the prospect database. Additional points of contact can be added. Notes from conversations with prospects can be recorded. And third party data can be appended. This data builds a profile of the decision makers, needs, and timing for a membership offer.
All of these marketing efforts keep the membership product in front of a prospective member and invites them to accept a sales presentation that is built on a knowledge base offering a high value membership proposal to the decision makers of a company. It turns the process from traditional cold calling to a solutions based conversation with a prospect. And even if the answer to a sales message is “no” it maintains ongoing communications so the membership is available when the prospect’s need or interest changes.