Introduction: How to Target Companies with Newly Launched D&I Programs

In today’s business world, diversity, equity, and inclusion (DEI) are now essential. It’s not just about doing the right thing; it’s about tapping into a powerful market force. In 2023, 86% of marketers said building a strong online community boosted their bottom line. Imagine channeling that community-building energy towards DEI.

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This guide is your roadmap to understanding why targeting D&I-focused companies is important, how to pinpoint businesses that are truly committed, and how to tailor your sales and marketing to resonate with their values.

The Business Case for Targeting D&I

Shifting Values

DEI is woven into the fabric of successful businesses. Companies are realizing that a diverse and inclusive workplace isn’t just good; it’s good for business.

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Bottom-Line Impact

Companies with diverse leadership teams are 19% more likely to earn higher revenues. Businesses with top-notch diversity scores have a 48% higher operating margin.

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Increased Engagement

When you align your brand with DEI principles, you send a powerful message to potential buyers: you share their values. Consumers want to do business with companies committed to a more just and equitable world.

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Early Adopter Advantage

Targeting companies with new D&I programs means you’re catching them as they actively seek solutions. By positioning your brand as an ally in their DEI journey, you’re not just securing a customer; you’re forging a lasting partnership.

Finding the Right Targets

How do you separate the DEI champions from the pretenders? Look for these signs:

Public Announcements & Company News

• Press Releases: Look for press releases announcing new D&I programs or leadership appointments focused on DEI. Set up Google Alerts for keywords like “[industry] + diversity and inclusion.”

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• Corporate Social Responsibility (CSR) Reports: Dig deep into company websites and annual reports. Look for dedicated sections on DEI initiatives.

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• Social Media: Keep a close eye on their channels for posts, campaigns, or initiatives related to D&I. Are they actively engaging in conversations about DEI?

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Hiring Trends & Job Postings

• Dedicated DEI Roles: Look for job postings for Chief Diversity Officers, D&I Program Managers, or similar positions.
• Inclusive Language in Job Descriptions: Analyze their job descriptions for language that screams inclusivity. Do they emphasize the value of diverse perspectives?

Awards & Recognition

• Industry Recognition: Look for companies that have received awards or accolades for their D&I efforts. Recognition from organizations like the “Disability Equality Index” speaks volumes.

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• Certifications: Look for companies that have obtained certifications related to DEI best practices.

Partner Networks & Affiliations

• DEI-Focused Organizations: Companies committed to DEI often partner with or support non-profits or organizations dedicated to advancing D&I.
• Industry Groups and Initiatives: Companies invested in DEI often participate in industry-specific D&I initiatives or task forces.

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Tools and Resources

Use sales intelligence platforms and databases to help you zero in on companies based on specific DEI criteria.

Tailoring Your Approach

You’ve found your DEI champions. Now, demonstrate a genuine understanding of their values and tailor your approach accordingly.

Emphasize Shared Values

Highlight your own company’s D&I efforts or partnerships with DEI-focused organizations. Let them see that you’re walking the walk, too.

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Sales Outreach

• Personalized Email Campaigns: Craft personalized email campaigns that speak directly to their DEI goals. Did they recently launch a new D&I program? Congratulate them.
• Targeted LinkedIn Outreach: Identify the Chief Diversity Officer, HR leaders, or other executives championing DEI within the company. Craft personalized connection requests.
• Sales Call Scripting: Develop sales scripts that incorporate relevant D&I talking points and address the specific needs of companies with newly launched programs.

Marketing Campaigns

• Content Marketing: Create valuable content, such as blog posts, case studies, or white papers, that addresses D&I challenges and solutions relevant to your target audience.
• Events and Sponsorships: Sponsor or participate in D&I-focused events and conferences. Host webinars or workshops on topics related to DEI in the workplace.
• Paid Advertising: Use platforms like LinkedIn to target your online advertising campaigns to D&I professionals and decision-makers.

Tracking Your DEI-Focused Efforts

Tracking your DEI-focused sales and marketing efforts is crucial for continuous improvement.

Key Metrics

• Email Engagement: Keep a close eye on your open and reply rates for DEI-themed email campaigns.
• Content Performance: Track website traffic and engagement with your D&I-focused content. Which pieces are resonating most with your target audience?
• Sales Conversions: Monitor lead generation and sales conversions from your D&I-targeted campaigns. Are you seeing a positive ROI?

Continuous Improvement

• Data-Driven Insights: Analyze the information you’ve collected to identify which messaging and tactics are most effective.
• Feedback is Gold: Don’t be afraid to ask for feedback from your customers and prospects on your DEI approach.
• Agility is Key: Regularly review and adjust your strategies based on the data and feedback you receive.

Conclusion

In a world where consumers are increasingly drawn to businesses that reflect their values, targeting companies with D&I programs is essential. By understanding the motivations, recognizing the signals, and tailoring your approach, you can connect with these companies, build stronger relationships, and watch your sales soar.

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