Business Tourism Researcher

In brief…

Your role is to support a client account Team by harvesting data/information from a number of internet sources, websites, catalogues, databases, google alerts etc (ie. secondary research), surveys and phone calls. Your role also involves analysing and interpreting patterns and trends. Recording findings by making notes in the company’s CRM system. Maintaining and protecting electronic databases.

In detail…

The role is critical in supporting Account managers with their client relationship, supporting their work on ‘client’ research projects and lead generation campaigns. 

1. Sector Research – investigation into industry and/or academic sector strengths in a city to identify the most appropriate conferences for that client city/venue ie. those that have a synergy with these sectors. 
2. Lead Generation/Prospecting - Identification, qualification and development of conference buyer leads, understanding the buying process, contacting prospective conference ambassadors/local hosts by email/phone and/or contacting decision makers (as appropriate) and selling the client’s city or destination on behalf of our clients.
3. Evaluating – qualify and assess the viability of an interested lead for our clients to distinguish between those with little or no interest/suitability and those who are likely to be interested in the next stage.
4. Data input & analysis – utilise sales CRM tool/database to accurately record and track all pertinent account information and progress relationship as appropriate.
5. Buyer Recruitment - inviting and securing the attendance of guests for client marketing activities such as hospitality events, sales appointments, familiarisation trips etc. and assisting with the coordination of these activities.

What are the success criteria?

The key performance indicators and objectives of the role are: 

• Quality and accuracy of desk research, use of sources and ability to gather information and harvest data intelligence in an efficient manner. In other words, is the Account Assistant or Executive searching and finding the right information in the right place in a timely manner and efficiently throughout the day/week/year. For Lead Generation activities, within 5 minutes an Account Assistant or Executive should be able to quickly assess the relevance of an opportunity and its rotational pattern + doing all the checks + key contact within the Association + identification of a local expert + leave notes on the database.
• Contribution to meeting Account manager’s targets and KPIs ie delivery of “qualified leads” to a client evenly throughout the year and the achievement of set targets; accounting for the constraints that exist around the holiday periods; 
• Productivity ie quantity of calls/emails made on an hourly/daily/weekly basis and the effectiveness of these calls/emails; The volume of outbound calls and emails going out depend on every account/destination and also depend on the task (e.g. new Introduction, chase ups, calls to recruit buyers for a sales mission etc.). The time for calling the Association or the Local expert in the context of lead generation can vary. However, drafting an email is more straightforward, especially with the support of templates. It shouldn't take longer than 5 minutes to do so including updating accurately the CRM. In the same way, an Account Assistant or Executive shouldn't take more than 5 minutes per record during a phone recruitment campaign including leaving notes on the CRM. 
• Quality and accuracy of data input, emails generated (including grammar, typos and language used); 
• Developing/showing an interest in the international business events/meetings industry and our international destination clients.

The successful candidate must be able to demonstrate their: 

1. Ability to work in an organised manner, be able to follow and process instructions; 
2. Ability to understand, enter & check data with accuracy and attention to detail;
3. A high level of Computer literacy in particular MS 365, ideally some proficiency in CRM software
4. Good communication skills in English, both written and verbal;
5. Customer focus and some understanding of sales funnel/processes;
6. Ability to work positively within a small team;
7. Be open to feedback and ability to improve performance.
8. Have a hunger to be successful and thrive in a dynamic, friendly small company environment.

Other languages skills would be a bonus but not essential.

Qualifications

Further education qualification not essential but the position suits candidates with qualifications and/or interest in Economics, Geography, Psychology, Business, Modern Languages, Marketing or Tourism (but other subjects will be considered).

Where they come from, and where they go... 

Account Assistants are usually recruited as graduates from a wide variety of degree subjects, which include many non-vocational subjects (see above).  Account Assistants can also be taken on by apprenticeship schemes where there is no requirement for a degree, although A-Levels, or equivalent, are still expected.

Account Executives either progress from Account Assistants within the company or join the company with one or two years of previous experience, sometimes within other disciplines/sectors but often have some sales administration and/or research experience.

Account Executives can then go on to become Account Managers and Account Directors, before progressing into company management roles. These promotions will come as a result of delivering excellent work for the client, managing effective relationships, finding and pitching for new business, and demonstrating a passion for the role. They need to have an interest and curiosity in their client’s sector.