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 Company: Richardson, Philadelphia, PA
Company Description: Richardson accelerates the productivity of sales professionals by ensuring they have the skills, strategies & processes to achieve objectives & implement the organization’s strategy. Utilizing a comprehensive curriculum, coaching, consulting, diagnostic tools, and a proprietary customization process, Richardson helps develop critical skills sales organizations need to win.
Nomination Category: Marketing Categories
Nomination Sub Category: Best Marketing Executive
Nomination Title: Jim Brodo, SVP Marketing, Richardson
- Tell the story about what this nominee achieved since January 1 2007 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Jim Brodo’s 2007 marketing initiatives provided the foundation for Richardson’s
most profitable year in company history to date. Jim’s successes are rooted in
Richardson’s impressive and comprehensive presence on the internet and in
extensive marketing communications plans.
In terms of leads for new business in 2007, Jim’s team developed 2500 leads for
the sales team. The 30% close ratio on these leads accounted for 98% of
Richardson’s new business for the year. Leads were acquired through a variety
of sources including direct mail and eMail campaigns, traditional print
advertising, trade show and networking events, online webinars and webcasts,
online banner advertising, and most significantly through our online search
engine optimization efforts, primarily with Google.
Richardson’s presence on the internet catapulted to a new level in 2007. Their
organic search listing on Google alone rose from #992 to #12 within the sales
training search query. In addition, Jim’s team focused on expanding their
global presence in online search directories by populating directories for our
UK and APAC headquarters. Strategic partnerships with value-added sales
training industry websites also helped to generate additional exposure for
Richardson on the world wide web. Driven hits to Richardson’s website
http://www.richardson.com rose from 10,000 per month to over 1 million unique
website hits per month in the past 2 year period.
When speaking of more traditional advertising means, such as direct mail and
eMail, Jim implemented segmented direct outreach programs for both existing and
new clients, as well as a special “on-boarding” campaign for recently hired
Richardson sales team members. Richardson reaches out on a monthly basis to
current clients through the Richardson Report – a monthly newsletter with
company news, articles and value added resources. In addition, Richardson’s
Cyber Sales Tips are sent out to participants in Richardson’s classroom-led
seminar sessions as reinforcement to the skills learned. Cyber Sales Tips are
also marketed on Richardson’s website as a monthly eMail to help build skills
for those who opt in to our subscription.
Jim’s structured schedule for reaching new clients each month includes a
campaign with a value added offer, such as one of Linda’s latest articles,
white papers, or company case studies. Richardson also executes a campaign
that focuses on their extensive product lines, rotating the focus each month to
include product lines such as Richardson QuickSkills™ 5.0, Richardson
SkillGauge™, Richardson’s StartCoaching!™, and more. Finally, Jim’s team
offers Richardson salespeople the opportunity to reach clients and prospects in
their territory with a dedicated eMail blast each month.
Jim sees to it that salespeople recently hired with Richardson are not without
the resources needed to be successful in their endeavors. He has established a
new hire “on-boarding” program that includes a 4-part direct eMail campaign to
prospects to establish awareness, branding, and positioning for the new
salesperson prior to their first call on their targeted companies.
Jim continues to seek innovation in Richardson’s marketing efforts. His latest
accomplishments include establishing RSalesBlog, Richardson’s new blog written
by Linda Richardson, and NanoSalesBooks, Richardson’s latest line of Podcasts.
- List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://www.exhibitoronline.com/exhibitormagazine/article.asp?ID=1187
http://www.richardson.com/
http://www.trainingindustry.com/st/PremierSponsorMiddle.asp?id=4269
http://www.richardson.com/Events/Trade_Shows/
http://www.richardson.com/Press-Room/Press-Releases/Media-Coverage/
http://www.richardson.com/Press-Room/Press-Releases/
http://www.richardson.com/Press-Room/Press-Releases/2006/Richardson-Named-Best-
Island-Booth-at-ASTD-2006/
http://www.richardson.com/Resource-Center/Cyber-Sales-Tip/Sample-Cyber-Sales-
Tips/
http://richardsonsalesblog.blogspot.com/
http://www.richardson.com/How-We-Do-It/Reinforce/Nano-Sales-Books/
- Provide a brief (up to 100 words) biography about the nominee:
Jim Brodo brings nearly 10 years of eLearning experience to Richardson, where
he oversees all marketing and communications efforts for the organization
including strategic planning, public relations, advertising, and brand
strategy. Jim has been featured in several publications including
Computerworld, New Media Magazine, Exhibitor Magazine, and Selling Power
magazine for his expertise in the training and online learning fields. Jim's
published articles include "Training over the Internet," "Creating an Online
Strategy," and "Hype Meets the Reality of Online Learning." He has also spoken
on eLearning at several training conferences and industry association functions
such as ASTD and TechLearn.
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