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Lead Generation for Professional ServicesMarch, 1 2012
Target
Fish where they ain’t
Manage the pipeline
Three take-aways
CBD is a b2b and b2c marketing
services agency that clarifies and
articulates what's most meaningful
about your brand, product or
service and helps you build more
intimate and profitable
relationships with your customers.
CBD Integrated Approach
• Brand
• Demand
• Targeted media
• Measurement and performance analysis
• Maximize successes
Experience
I don’t have enough leads
we don’t close enough
once we get a client, we keep them forever
can we get prospects to call us who are______________
Common Complaints
Who are you? (Product)what are you saying about you? (Promotion)where are you promoting yourself? (Place)
are you targeting?
Maybe there’s a reason
“Room full of prospects” doesn’t exist
Do you know who they are?
Who is your current customer?Who is your aspirational customer?
new verticalsnew size
B2B vs. B2CBusiness Consumer
Emotion plus data Emotion
Long buy-cycle Short to medium buy cycles
Low to high value Low to medium value
Multiple audiences Few audiences
More information for different audiences
Typically less information.
Look at CLV when analyzing ROI and audiences.
CBD Criteria
Win-able versus Do-able
Type, geography, size, intangibles, opportunity
Local—everyoneMidwest—cold with strong verticalsCoast—must be good friends
Increase your odds
Is marketing speaking with sales?
Are you aligned on…
What IS a leadCommon language
What does “qualified” mean? Who nurtures leadsHow marketing supports salesProcess with inbound leads
Takeaway #2
Mantra—Fish where they ain’t
ExamplesTrade showsAssociations
Take one idea and cook it a number of ways.
White paperPresentationMultiple blogs Video
Content Marketing
Become an expert in a new vertical—how does my business influence or affect this vertical? • Thought leadership? • Smarter than your current provider. • Make us plan b. • Is there a back-door (smaller project, different division)
*back-door does not mean loss-leader
Vertical Expertise
Social media—thought leadership is a mustSearchNew content—thoughts on new topicsTwitter, Linkedin, Youtube
Getting found online
Do we want to work with them?Right size?Right services?Right circumstance?Are we a good fit? Winnable versus doable?Profitable?How will this affect other business?What defines success with this client?
Opportunity knocks—manage your funnel
Track inquiries, sources, results.
Cold calling—low resultsDirect mail—expensive, targeting a must.
Measure
2012 OpportunitiesProspect Date In Source Final
DeliverableEst. Budget
Date Out
Result Cost
Be realisticTrue opportunitiesValueClosing ratioTiming
A nice maybe=NO
Managing the funnel
Pipeline Report
Prospect Est. Revenue Close Probability
Next Date Internal Contact
Stage One: Initial Meeting
Stage Two: Second Meeting/RFP
Stage Three: Decision
Stalla Case Study
