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Lead Generation for
Professional Services
      March, 1 2012
Three take-aways
Target

Fish where they ain’t

Manage the pipeline
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
Common Complaints
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______________
Maybe there’s a reason

Who are you? (Product)
what are you saying about you? (Promotion)
where are you promoting yourself? (Place)

are you targeting?
“Room full of prospects” doesn’t exist
Do you know who they are?

Who is your current customer?
Who is your aspirational customer?
       new verticals
       new size
B2B vs. B2C
  Business                           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     Typically less information.
  audiences



  Look at CLV when analyzing ROI and audiences.
Increase your odds
CBD Criteria

Win-able versus Do-able

Type, geography, size, intangibles, opportunity

       Local—everyone
       Midwest—cold with strong verticals
       Coast—must be good friends
Is marketing speaking with sales?

Are you aligned on…

What IS a lead
Common language
       What does “qualified” mean?
Who nurtures leads
How marketing supports sales
Process with inbound leads
Takeaway #2

Mantra—Fish where they ain’t

Examples
   Trade shows
   Associations
Content Marketing
Take one idea and cook it a number of ways.

White paper
Presentation
Multiple blogs
Video
Vertical Expertise

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
Getting found online
Social media—thought leadership is a must
Search
New content—thoughts on new topics
Twitter, Linkedin, Youtube
Opportunity knocks—manage your funnel
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?
Measure
Track inquiries, sources, results.

Cold calling—low results
Direct mail—expensive, targeting a must.



                            2012 Opportunities
Prospect Date In   Source     Final         Est.     Date   Result   Cost
                              Deliverable   Budget   Out
Managing the funnel
Be realistic
        True opportunities
        Value
        Closing ratio
        Timing
A nice maybe=NO
                                Pipeline Report
Prospect        Est. Revenue    Close             Next Date   Internal
                                Probability                   Contact
Stage One: Initial Meeting
Stage Two: Second Meeting/RFP
Stage Three: Decision
Stalla Case Study
CHICAGO AMA l Lead Generation l Consulting & Prof Services SIG March 1 Event
CHICAGO AMA l Lead Generation l Consulting & Prof Services SIG March 1 Event
Doug Davila

312.661.1050

ddavila@cbdmarketing.com

      CBD_dougdavila




        Thank you!

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CHICAGO AMA l Lead Generation l Consulting & Prof Services SIG March 1 Event

  • 1. Lead Generation for Professional Services March, 1 2012
  • 2. Three take-aways Target Fish where they ain’t Manage the pipeline
  • 3. 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.
  • 4. CBD Integrated Approach • Brand • Demand • Targeted media • Measurement and performance analysis • Maximize successes
  • 6. Common Complaints 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______________
  • 7. Maybe there’s a reason Who are you? (Product) what are you saying about you? (Promotion) where are you promoting yourself? (Place) are you targeting?
  • 8. “Room full of prospects” doesn’t exist
  • 9. Do you know who they are? Who is your current customer? Who is your aspirational customer? new verticals new size
  • 10. B2B vs. B2C Business 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 Typically less information. audiences Look at CLV when analyzing ROI and audiences.
  • 11. Increase your odds CBD Criteria Win-able versus Do-able Type, geography, size, intangibles, opportunity Local—everyone Midwest—cold with strong verticals Coast—must be good friends
  • 12. Is marketing speaking with sales? Are you aligned on… What IS a lead Common language What does “qualified” mean? Who nurtures leads How marketing supports sales Process with inbound leads
  • 13. Takeaway #2 Mantra—Fish where they ain’t Examples Trade shows Associations
  • 14. Content Marketing Take one idea and cook it a number of ways. White paper Presentation Multiple blogs Video
  • 15. Vertical Expertise 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
  • 16. Getting found online Social media—thought leadership is a must Search New content—thoughts on new topics Twitter, Linkedin, Youtube
  • 17. Opportunity knocks—manage your funnel 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?
  • 18. Measure Track inquiries, sources, results. Cold calling—low results Direct mail—expensive, targeting a must. 2012 Opportunities Prospect Date In Source Final Est. Date Result Cost Deliverable Budget Out
  • 19. Managing the funnel Be realistic True opportunities Value Closing ratio Timing A nice maybe=NO Pipeline Report Prospect Est. Revenue Close Next Date Internal Probability Contact Stage One: Initial Meeting Stage Two: Second Meeting/RFP Stage Three: Decision

Notas do Editor

  1. You won’t be very successful in a room full of competitors.Where can I find some decision-makers or influencers who aren’t in defensive mode?
  2. Social