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

Thank you!

Doug Davila

312.661.1050

ddavila@cbdmarketing.com

CBD_dougdavila