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

5. Experience

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

20. Stalla Case Study

23. Doug Davila
312.661.1050
ddavila@cbdmarketing.com
CBD_dougdavila
Thank you!