Lead Acceleration Program For Professionals
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Lead Acceleration Program For Professionals

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LeaP is a thought leadership marketing program specifically for professional services firms, guaranteed to generate quality leads within three months. It is delivered by an alliance of four firms, ...

LeaP is a thought leadership marketing program specifically for professional services firms, guaranteed to generate quality leads within three months. It is delivered by an alliance of four firms, each a leading specialist in professional services marketing.

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Lead Acceleration Program For Professionals Lead Acceleration Program For Professionals Presentation Transcript

  • LeaP
    Lead Acceleration for Professionals
  • Many Professional Firms are Stuck
    • Recession slashed demand for services and forced fee rates down last year
    • Recovery in 2010 will be slow and patchy
    • Competition has increased exponentially
    • Maturing market for services brings price sensitivity, commoditization and lack of differentiation
    Firms Urgently Need Traction and Forward Motion
    2
  • Kennedy Predicts a Slow Slog for Consulting
    Management Consulting
    Business Advisory Services
    Information Technology
    -----Growth
    3
  • Professional Firms Face Particular Challenges
    4
  • Many Common Lead Generation Techniques Don’t Work
                                                                                    
    5
    We Need A Fresh Approach
    • We will take you from concept to potential clients in a single, integrated, fast-track process, and we’ll tailor our guarantee to minimize your risk.
    • Specifically, we will work with you to:
    Distil and clearly communicate the unique value that you promise to your clients
    Identify your most promising piece of current intellectual capital (IC)
    Develop that IC into persuasive Thought Leadership marketing materials (substantive report, client presentation, news release, by-lined article, etc)
    Use the Thought Leadership materials to drive an innovative on-line campaign designed to generate market interest and demand quickly (typical campaign elements include social media, blog posts, an interactive micro-site or landing page, etc)
    Equip your professionals to harvest and develop the resulting business leads
    LeaP Promises High Quality, Low Risk Leads for Professionals – Fast
    6
  • LeaP Delivers Quality Sales Leads in 12 Weeks
    4 weeks
    8 Weeks
    7
  • LeaP Can Kick-Start Your Business Growth
    • Rapid Revenue Ramp-up – our service generates quality leads fast, at low risk
    We can deliver these results because we: ·        Powerfully communicate what you do, the value you promise, and the reason you are uniquely positioned to deliver that value·       Help you create a compelling point of view that gives prospective clients whole new insights on a significant problem and how to address it – insights that elicit inquiries·        Develop and execute a marketing campaign that touches hundreds if not thousands of executives quickly and drive them to your website.
    8
  • LeaP Leads to Business
    9
    • Our Leap campaign will generate leads for your business development team to follow up
    How we define “leads”:
    • Incoming requests for discussions about your services
    • From (or on behalf of) executives with the authority to buy your services
    • In organizations that meet your buying criteria (scale, industry type, etc )
    AwarenessSale
    LeaP
  • The LeaP Difference
    • Leveraged
    Our approach integrates your practice development, marketing and sales efforts into one powerful process
    Efficient
    We use on-line marketing techniques and social media to get your message into the marketplace fast and cost-effectively
    Accelerated
    We bring you professional services marketing and lead-generation “in a box”. Our service is a zero-overhead, rapid response solution that can complement and power-up your current marketing efforts.
    Professional
    Our alliance represents decades of experience in the successful marketing of professional services firms. Each member is a leading expert in their field, and each has worked with the leaders of some of the country’s best-known professional services firms
    10
  • How Many Leads Will We Deliver?
    Number of Leads Generated by LeaP
    How Acute is the Client Pain Point that you Address?
    How Unique is Your Approach?
    How Compelling is Your Proof of Concept?
    How Likely Are Clients to Provide Testimonials?
    How Extensively Have You Marketed Your Approach?
    Weak
    Strong
    11
  • LeaP – for Professionals, by Professionals
    12
    • LeaP is brought to you by an alliance of world-class professional services marketers
  • LeaP Alliance – Tested, Proven, Successful
    Authentic Identity
    $120 Million Multinational Operations Consulting Firm
    Developed overall marketing strategy designed to improve effectiveness while reducing overhead. Advised leadership team through subsequent implementation, including re-structuring the marketing organization, selective outsourcing, developing an issue ownership strategy, producing two key pieces of thought leadership and executing integrated marketing and business development campaigns for each, crafting firm-wide internal communications and coaching senior leaders.
    $35 Million National Restructuring and Litigation Support Company
    Developed and led implementation of brand strategy, new value proposition, marketing strategy, leadership alignment program and culture change program as this fast-growing business integrated a new management consulting division into its service offering.
    $2 Billion Global Management Consulting Firm
    Developed North American positioning strategy, value proposition and brand experience for the recruiting brand of this successful company. Delivered recruiting materials to support strategy.
    $300 Million Global HR Strategy and Organizational Consulting Firm
    Developed a unifying global identity, value proposition, brand story and positioning strategy for this successful business, which had grown rapidly via a series of international acquisitions.
    $10 Million International Leadership Development and Coaching Business
    Developed core identity, differentiation, value proposition and brand strategy for this niche institute, dedicated to applying theatrical principles to leadership, vision and communication issues in major corporations.
    13
  • LeaP Alliance – Tested, Proven, Successful
    Bliss PR
    BDO Seidman
    International accounting/consulting firm. Established first industry marketing program (Retail). Developed thought leadership CFO, CMO surveys. Practice now has 750 media placements annually. New industry practices in Technology, Energy, Private Equity.
     
    Hunton & Williams
    Major law firm (1,000+ attorneys). Established first practice marketing program (Intellectual Property). Developed broad communications program, media tours. Media placements increased 25X in four years. Firm profiled in all major IP trade media.
    Tillinghast
    Largest global actuarial consultancy. Developed survey to reach Life Insurance, Financial Services CFO. Thought leadership from survey served as perfect marketing door opener. Survey repeated annually, generated targeted publicity. Tillinghast media coverage eclipsed nearest competitor.
     
    The Futures Group
    Specialized consultancy (business intelligence, scenario-based planning). Created numerous surveys to establish thought leadership. Survey so popular that media called BlissPR in advance of them. First survey media coverage generated 17 leads in one day. Working with BlissPR, The Futures Group grew from $2 million to $8 million in revenue.
    14
  • LeaP Alliance – Tested, Proven, Successful
    The Bloom Group
    Global Consulting, Technology and Outsourcing Company
    We ghostwrote a research publication that helped the company sell a multimillion-dollar, multiyear outsourcing contract
    Horizontal Consulting Practice of a Major Global Professional Services Firm
    We researched, ghostwrote and placed a Harvard Business Review article that generated at least $5 million in new consulting projects
    Mid-sized Consulting Firm
    We worked developed and marketed points of view on two topics that generated 35 substantial business leads
    Mid-sized Consulting Firm told us that
    We helped develop and ghostwrote a white paper that led to$3-4 million in consulting revenue from existing clients
    Boutique consulting firm
    We developed and wrote a research report that was instrumental in selling a $1 million consulting project
    15
  • Pick the Pricing Structure that Suits You
    Fixed:
    Pay three installments of $40K and nothing more. If you are not completely satisfied, do not pay the final installment
    Flexible:
    Pay one installment of $40K. Once we have completed the Assess & Plan phase, we will work with you to tailor an appropriate shared risk/shared reward pricing structure for the remainder of the work
    16
    Save more by helping us market LeaP …
  • Special LeaP Launch Limited OfferHelp Us and Help Yourself
    Once we have delivered on our promise, are you willing to be a case study or provide a testimonial that we can use to market LeaP?
    If you are, then we are prepared to offer an exceptional discount on our fixed fee structure:
    Phase 1 (Assess & Plan): $30K
    Phases 2 through 4 (Develop & Market Thought Leadership + Harvest Leads): $60K
    17
    Save 25% By Letting Us Tell the World About Your Success
  • Laying the Fast Track to Success
    • We will work with you to help prepare your organization for a successful LeaP campaign
    Who needs to be involved from your organization?
    What’s the best way to engage them?
    What’s the best way to ensure timely access to your thought leaders and clients?
    What needs to happen to give your people the knowledge, confidence and skill to sell services based on the thought leadership we have helped you to develop and market?
    18
  • Meet the Alliance Members
    LeaP
    Lead Acceleration for Professionals
  • 20
    Building Powerful Professional ServicesBrands
  • Authentic Identity: What We Do
    We help professional services firms to generate quality revenue by attracting and retaining the right clients and the right people. We do that by uncovering and harnessing the meaning in your business.
    We help our clients figure out who they really are and how to generate value from that.  Along the way, we help you use the meaning in your organization to align internal behavior and external communications.
    21
  • Building an Identity-driven organization
    Benefits Of An Authentic Brand
    Developing Clients
    • Proposals
    • Presentations
    • Cross-selling
    • Branded relationships
    Managing External Meaning
    Managing Internal Meaning
    • Identity-based leadership
    • Connecting personal & organizational values
    • Living the brand
    • Equipping brand ambassadors
    • Branded relationships
    • Word of mouth
    • Integrated marketing communications
    • Societal engagement
    Authentic Identity
    • Core value-creating identity
    • Core personality
    • Core Value Proposition (Functional, Emotional, Self-Expressive and Societal)
    • Core Stakeholder Experience
    • Four-level Value Proposition (Functional, Emotional, Personal, Societal)
    • Personality
    • Stakeholder Experience
    Developing Ideas
    Developing People
    • Issue Ownership Strategy
    • IC Development Process
    • Research & feedback
    • Services & capabilities
    • Selection
    • Promotion
    • Compensation
    • Culture
    22
    22
  • Building An Identity-Driven Organization
    Developing Clients
    • Proposals
    • Presentations
    • Cross-selling
    • Branded relationships
    Managing External Meaning
    Managing Internal Meaning
    • Identity-based leadership
    • Connecting personal & organizational values
    • Living the brand
    • Equipping brand ambassadors
    • Branded relationships
    • Word of mouth
    • Integrated marketing communications
    • Societal engagement
    Authentic Identity
    • Four-level Value Proposition (Functional, Emotional, Personal, Societal)
    • Personality
    • Stakeholder Experience
    Developing Ideas
    Developing People
    • Issue Ownership Strategy
    • IC Development Process
    • Research & feedback
    • Services & capabilities
    • Selection
    • Promotion
    • Compensation
    • Culture
    23
  • Authentic Identity: Representative Clients
    KRW
    International
    24
  • Thought Leadership Marketing for Professional Services Firms
  • 26
    Who We Are
    BlissPR is a full-service public relations firm
    • 34 years old, staff of 30
    • Offices in New York, Chicago, St. Louis
    • Specialists in business-to-business communications
    • Professional services
    • Financial services
    • Healthcare
    • Member of WorldCom, largest independent network of PR firms
    • Cited by the Holmes PR Report
    • “Best Agencies to Work For”
    • “Client Seal of Approval”
    • Awards: PRSA Silver Anvil, IPRA Golden Globe, PRSA/NY Big Apple, IABC Communicator
  • What We Do
    We help professional services firms attract and retain clients by publicizing your expertise, problem-solving skills and ability to see – and interpret – emerging trends.
    We do this by packaging your ideas in multiple formats (articles, quotes, blog posts, speeches, videos, podcasts, webinars) and distributing them through many channels (print, social media, digital, broadcast, face-to-face events).
    Thought leadership is your “sampling program.” It establishes you and your firm as experts, reduces purchase risk, differentiates your services and increases search-ability. It also gives you a reason to be in touch with prospects, opening the door for sales conversations.
    27
  • BlissPR
    Representative Thought Leadership Clients
    28
  • The Bloom Group
    Helping Professional Services Firms Capture and Become Recognized for Their Unique Expertise
  • Bloom Group: Overview
    Marketing and research firm that helps consulting, IT services, education and other professional services firms become recognized as preeminent experts in their domains
    To be “thought leaders,” as it is commonly referred to today
    Widely recognized as a pioneer and leader of thought leadership marketing
    Published a book on it in 2008: Thoughts on Thought Leadership
    Earned our stripes by helping to make the biggest consulting concept of the 1990s (reengineering) a household word
    Have been involved nine Harvard Business Review articles over the last decade
    Over 12 years have worked with numerous professional firms
    Ranging from McKinsey, Accenture, AT Kearney and Deloitte to Kurt Salmon Associates, Microsoft, Unisys and Fujitsu
    Have helped our clients codify their expertise and develop new expertise through research
    Studies on topics ranging from ERP in the pharmaceuticals industry, business model innovation across all industries, and localization of chain retailers
    Have helped our clients bring to market their ideas in multiple forms including
    Books
    Harvard Business Review articles
    Opinion articles in the Financial Times, Business Week, Forbes and many industry publications
    Research reports
    Self-published white papers
    30
  • Bloom Group Role
    Research, idea development, ghostwriting, placement
    Research, idea development, ghostwriting, placement
    Ghostwriting
    Editorial review and copy editing
    Idea creation, idea development, writing
    Idea development, ghostwriting, placement
    Placement
    Placement
    Research, idea development, ghostwriting
    Our Track Record: Nine Articles in Harvard Business Review Over the Last Decade
    Client
    Deloitte Consulting
    Accenture
    Treacy & Co.
    Marakon Associates
    Bloom Group
    Profs. James Wetherbe and Eric Walden, Texas Tech
    Forum Corp.
    Forum Corp.
    Microsoft Corp.
    31
    Article
    “Bottom-Feeding for Blockbuster Businesses”
    (March 2003 cover)
    “Optimal Marketing”
    (October 2003)
    “Innovation as a Last Resort”
    (July/August 2004)
    “Stop Wasting Valuable Time”
    (September 2004)
    “A Consultant’s Comeuppance”
    (February 2003)
    “Give a Little, Get a Little”
    (September 2005)
    “Sales Reps’ Biggest Mistakes”
    (July 2006)
    “Finding the Weak Links”
    (July 2006)
    “The Next Revolution in Productivity”
    (June 2008)
  • The Bloom Group
    Representative Clients
    32
  • How to Contact the LeaP Alliance
    Any one of our founding partners can bring the full power of
    the LeaP alliance to bear on your marketing challenge.
    Authentic Identity
    Contact Tony Tiernan ( +1-978-282-8211, or e-mail Tony.Tiernan@AuthenticIdentity.com )
    Bliss PR
    Contact Meg Wildrick (+1-212-840-1661, or e-mail Meg@BlissPR.com )
    The Bloom Group
    Contact Bob Buday ( +1-508-497-3411, or e-mail Bbuday@BloomGroup.com )
    33