LeaP<br />Lead Acceleration for Professionals<br />
Many Professional Firms are Stuck<br /><ul><li>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</li></ul>Firms Urgently...
Kennedy Predicts a Slow Slog for Consulting<br />Management Consulting<br />Business Advisory Services <br />Information T...
Professional Firms Face Particular Challenges <br />4<br />
Many Common Lead Generation  Techniques Don’t Work<br />                                                                  ...
<ul><li>We will take you from concept to potential clients in a single, integrated, fast-track process, and we’ll tailor o...
Specifically, we will work with you to:</li></ul>Distil and clearly communicate the unique value that you promise to your ...
LeaP Delivers Quality Sales Leads in 12 Weeks<br />4 weeks<br />8 Weeks<br />7<br />
LeaP Can Kick-Start Your Business Growth<br /><ul><li>Rapid Revenue Ramp-up – our service generates quality leads fast, at...
LeaP Leads to Business<br />9<br /><ul><li>Our Leap campaign will generate leads for your business development team to fol...
 From (or on behalf of) executives with the authority to buy your services
 In organizations that meet your buying criteria (scale, industry type, etc )</li></ul>AwarenessSale<br />LeaP<br />
The LeaP Difference<br /><ul><li>Leveraged</li></ul>Our approach integrates your practice development, marketing and sales...
How Many Leads Will We Deliver?<br />Number of Leads Generated by LeaP<br />How Acute is the Client Pain Point that you Ad...
LeaP – for Professionals, by Professionals<br />12<br /><ul><li>LeaP is brought to you by an alliance of world-class profe...
LeaP Alliance – Tested, Proven, Successful<br />Bliss PR<br />BDO Seidman<br />	International accounting/consulting firm. ...
LeaP Alliance – Tested, Proven, Successful<br />The Bloom Group<br />Global Consulting, Technology and Outsourcing Company...
Pick the Pricing Structure that Suits You<br />Fixed:<br />Pay three installments of $40K and nothing more. If you are not...
Special LeaP Launch Limited OfferHelp Us and Help Yourself<br />Once we have delivered on our promise, are you willing to ...
Laying the Fast Track to Success<br /><ul><li>We will work with you to help prepare your organization for a successful Lea...
Meet the Alliance Members<br />LeaP<br />Lead Acceleration for Professionals<br />
20<br />Building Powerful Professional ServicesBrands<br />
Authentic Identity: What We Do<br />We help professional services firms to generate quality revenue by attracting and reta...
Building an Identity-driven organization<br />Benefits Of An Authentic Brand<br />Developing Clients<br /><ul><li>Proposals
Presentations
Cross-selling
Branded relationships</li></ul>Managing External Meaning<br />Managing Internal Meaning<br /><ul><li>Identity-based leader...
Connecting personal & organizational values
Living the brand
Equipping brand ambassadors
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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, each a leading specialist in professional services marketing.

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Lead Acceleration Program For Professionals

  1. 1. LeaP<br />Lead Acceleration for Professionals<br />
  2. 2. Many Professional Firms are Stuck<br /><ul><li>Recession slashed demand for services and forced fee rates down last year
  3. 3. Recovery in 2010 will be slow and patchy
  4. 4. Competition has increased exponentially
  5. 5. Maturing market for services brings price sensitivity, commoditization and lack of differentiation</li></ul>Firms Urgently Need Traction and Forward Motion<br />2<br />
  6. 6. Kennedy Predicts a Slow Slog for Consulting<br />Management Consulting<br />Business Advisory Services <br />Information Technology<br />-----Growth<br />3<br />
  7. 7. Professional Firms Face Particular Challenges <br />4<br />
  8. 8. Many Common Lead Generation Techniques Don’t Work<br />                                                                                <br />5<br />We Need A Fresh Approach<br />
  9. 9. <ul><li>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.
  10. 10. Specifically, we will work with you to:</li></ul>Distil and clearly communicate the unique value that you promise to your clients<br />Identify your most promising piece of current intellectual capital (IC)<br />Develop that IC into persuasive Thought Leadership marketing materials (substantive report, client presentation, news release, by-lined article, etc)<br />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)<br />Equip your professionals to harvest and develop the resulting business leads<br />LeaP Promises High Quality, Low Risk Leads for Professionals – Fast <br />6<br />
  11. 11. LeaP Delivers Quality Sales Leads in 12 Weeks<br />4 weeks<br />8 Weeks<br />7<br />
  12. 12. LeaP Can Kick-Start Your Business Growth<br /><ul><li>Rapid Revenue Ramp-up – our service generates quality leads fast, at low risk</li></ul> 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. <br />8<br />
  13. 13. LeaP Leads to Business<br />9<br /><ul><li>Our Leap campaign will generate leads for your business development team to follow up</li></ul>How we define “leads”:<br /><ul><li> Incoming requests for discussions about your services
  14. 14. From (or on behalf of) executives with the authority to buy your services
  15. 15. In organizations that meet your buying criteria (scale, industry type, etc )</li></ul>AwarenessSale<br />LeaP<br />
  16. 16. The LeaP Difference<br /><ul><li>Leveraged</li></ul>Our approach integrates your practice development, marketing and sales efforts into one powerful process<br />Efficient<br />We use on-line marketing techniques and social media to get your message into the marketplace fast and cost-effectively<br />Accelerated <br />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.<br />Professional<br />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<br />10<br />
  17. 17. How Many Leads Will We Deliver?<br />Number of Leads Generated by LeaP<br />How Acute is the Client Pain Point that you Address?<br />How Unique is Your Approach?<br />How Compelling is Your Proof of Concept?<br />How Likely Are Clients to Provide Testimonials?<br />How Extensively Have You Marketed Your Approach?<br />Weak<br />Strong<br />11<br />
  18. 18. LeaP – for Professionals, by Professionals<br />12<br /><ul><li>LeaP is brought to you by an alliance of world-class professional services marketers</li></li></ul><li>LeaP Alliance – Tested, Proven, Successful<br />Authentic Identity<br />$120 Million Multinational Operations Consulting Firm <br /> 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.<br />$35 Million National Restructuring and Litigation Support Company <br /> 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.<br />$2 Billion Global Management Consulting Firm<br /> Developed North American positioning strategy, value proposition and brand experience for the recruiting brand of this successful company. Delivered recruiting materials to support strategy.<br />$300 Million Global HR Strategy and Organizational Consulting Firm <br /> 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.<br />$10 Million International Leadership Development and Coaching Business <br /> 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.<br />13<br />
  19. 19. LeaP Alliance – Tested, Proven, Successful<br />Bliss PR<br />BDO Seidman<br /> 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.<br /> <br />Hunton & Williams<br /> 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.<br />Tillinghast<br /> 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.<br /> <br />The Futures Group<br /> 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.<br />14<br />
  20. 20. LeaP Alliance – Tested, Proven, Successful<br />The Bloom Group<br />Global Consulting, Technology and Outsourcing Company <br /> We ghostwrote a research publication that helped the company sell a multimillion-dollar, multiyear outsourcing contract<br />Horizontal Consulting Practice of a Major Global Professional Services Firm<br /> We researched, ghostwrote and placed a Harvard Business Review article that generated at least $5 million in new consulting projects<br />Mid-sized Consulting Firm<br /> We worked developed and marketed points of view on two topics that generated 35 substantial business leads<br />Mid-sized Consulting Firm told us that <br /> We helped develop and ghostwrote a white paper that led to$3-4 million in consulting revenue from existing clients<br />Boutique consulting firm<br /> We developed and wrote a research report that was instrumental in selling a $1 million consulting project<br />15<br />
  21. 21. Pick the Pricing Structure that Suits You<br />Fixed:<br />Pay three installments of $40K and nothing more. If you are not completely satisfied, do not pay the final installment<br />Flexible:<br />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<br />16<br />Save more by helping us market LeaP … <br />
  22. 22. Special LeaP Launch Limited OfferHelp Us and Help Yourself<br />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?<br />If you are, then we are prepared to offer an exceptional discount on our fixed fee structure:<br />Phase 1 (Assess & Plan): $30K<br />Phases 2 through 4 (Develop & Market Thought Leadership + Harvest Leads): $60K <br />17<br />Save 25% By Letting Us Tell the World About Your Success<br />
  23. 23. Laying the Fast Track to Success<br /><ul><li>We will work with you to help prepare your organization for a successful LeaP campaign</li></ul>Who needs to be involved from your organization?<br />What’s the best way to engage them?<br />What’s the best way to ensure timely access to your thought leaders and clients?<br />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?<br />18<br />
  24. 24. Meet the Alliance Members<br />LeaP<br />Lead Acceleration for Professionals<br />
  25. 25. 20<br />Building Powerful Professional ServicesBrands<br />
  26. 26. Authentic Identity: What We Do<br />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.<br />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. <br />21<br />
  27. 27. Building an Identity-driven organization<br />Benefits Of An Authentic Brand<br />Developing Clients<br /><ul><li>Proposals
  28. 28. Presentations
  29. 29. Cross-selling
  30. 30. Branded relationships</li></ul>Managing External Meaning<br />Managing Internal Meaning<br /><ul><li>Identity-based leadership
  31. 31. Connecting personal & organizational values
  32. 32. Living the brand
  33. 33. Equipping brand ambassadors
  34. 34. Branded relationships
  35. 35. Word of mouth
  36. 36. Integrated marketing communications
  37. 37. Societal engagement</li></ul>Authentic Identity<br /><ul><li>Core value-creating identity
  38. 38. Core personality
  39. 39. Core Value Proposition (Functional, Emotional, Self-Expressive and Societal)
  40. 40. Core Stakeholder Experience
  41. 41. Four-level Value Proposition (Functional, Emotional, Personal, Societal)
  42. 42. Personality
  43. 43. Stakeholder Experience</li></ul>Developing Ideas<br />Developing People<br /><ul><li>Issue Ownership Strategy
  44. 44. IC Development Process
  45. 45. Research & feedback
  46. 46. Services & capabilities
  47. 47. Selection
  48. 48. Promotion
  49. 49. Compensation
  50. 50. Culture</li></ul>22<br />22<br />
  51. 51. Building An Identity-Driven Organization<br />Developing Clients<br /><ul><li>Proposals
  52. 52. Presentations
  53. 53. Cross-selling
  54. 54. Branded relationships</li></ul>Managing External Meaning<br />Managing Internal Meaning<br /><ul><li>Identity-based leadership
  55. 55. Connecting personal & organizational values
  56. 56. Living the brand
  57. 57. Equipping brand ambassadors
  58. 58. Branded relationships
  59. 59. Word of mouth
  60. 60. Integrated marketing communications
  61. 61. Societal engagement</li></ul>Authentic Identity<br /><ul><li>Four-level Value Proposition (Functional, Emotional, Personal, Societal)
  62. 62. Personality
  63. 63. Stakeholder Experience</li></ul>Developing Ideas<br />Developing People<br /><ul><li>Issue Ownership Strategy
  64. 64. IC Development Process
  65. 65. Research & feedback
  66. 66. Services & capabilities
  67. 67. Selection
  68. 68. Promotion
  69. 69. Compensation
  70. 70. Culture</li></ul>23<br />
  71. 71. Authentic Identity: Representative Clients<br />KRW<br />International<br />24<br />
  72. 72. Thought Leadership Marketing for Professional Services Firms<br />
  73. 73. 26<br />Who We Are<br />BlissPR is a full-service public relations firm<br /><ul><li>34 years old, staff of 30
  74. 74. Offices in New York, Chicago, St. Louis
  75. 75. Specialists in business-to-business communications
  76. 76. Professional services
  77. 77. Financial services
  78. 78. Healthcare
  79. 79. Member of WorldCom, largest independent network of PR firms
  80. 80. Cited by the Holmes PR Report
  81. 81. “Best Agencies to Work For”
  82. 82. “Client Seal of Approval”
  83. 83. Awards: PRSA Silver Anvil, IPRA Golden Globe, PRSA/NY Big Apple, IABC Communicator</li></li></ul><li>What We Do<br />We help professional services firms attract and retain clients by publicizing your expertise, problem-solving skills and ability to see – and interpret – emerging trends. <br /> 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).<br /> 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.<br />27<br />
  84. 84. BlissPR <br />Representative Thought Leadership Clients<br />28<br />
  85. 85. The Bloom Group<br />Helping Professional Services Firms Capture and Become Recognized for Their Unique Expertise<br />
  86. 86. Bloom Group: Overview<br />Marketing and research firm that helps consulting, IT services, education and other professional services firms become recognized as preeminent experts in their domains<br />To be “thought leaders,” as it is commonly referred to today<br />Widely recognized as a pioneer and leader of thought leadership marketing<br />Published a book on it in 2008: Thoughts on Thought Leadership<br />Earned our stripes by helping to make the biggest consulting concept of the 1990s (reengineering) a household word<br />Have been involved nine Harvard Business Review articles over the last decade<br />Over 12 years have worked with numerous professional firms<br />Ranging from McKinsey, Accenture, AT Kearney and Deloitte to Kurt Salmon Associates, Microsoft, Unisys and Fujitsu<br />Have helped our clients codify their expertise and develop new expertise through research<br />Studies on topics ranging from ERP in the pharmaceuticals industry, business model innovation across all industries, and localization of chain retailers<br />Have helped our clients bring to market their ideas in multiple forms including<br />Books<br />Harvard Business Review articles<br />Opinion articles in the Financial Times, Business Week, Forbes and many industry publications<br />Research reports<br />Self-published white papers<br />30<br />
  87. 87. Bloom Group Role<br />Research, idea development, ghostwriting, placement<br />Research, idea development, ghostwriting, placement<br />Ghostwriting<br />Editorial review and copy editing<br />Idea creation, idea development, writing<br />Idea development, ghostwriting, placement<br />Placement <br />Placement<br />Research, idea development, ghostwriting<br />Our Track Record: Nine Articles in Harvard Business Review Over the Last Decade<br />Client<br />Deloitte Consulting<br />Accenture<br />Treacy & Co.<br />Marakon Associates<br />Bloom Group<br />Profs. James Wetherbe and Eric Walden, Texas Tech<br />Forum Corp.<br />Forum Corp.<br />Microsoft Corp.<br />31<br />Article<br />“Bottom-Feeding for Blockbuster Businesses”<br />(March 2003 cover)<br />“Optimal Marketing”<br />(October 2003)<br />“Innovation as a Last Resort”<br />(July/August 2004)<br />“Stop Wasting Valuable Time”<br />(September 2004)<br />“A Consultant’s Comeuppance”<br />(February 2003)<br />“Give a Little, Get a Little”<br />(September 2005)<br />“Sales Reps’ Biggest Mistakes”<br />(July 2006)<br />“Finding the Weak Links”<br />(July 2006)<br />“The Next Revolution in Productivity”<br />(June 2008)<br />
  88. 88. The Bloom Group<br />Representative Clients<br />32<br />
  89. 89. How to Contact the LeaP Alliance<br />Any one of our founding partners can bring the full power of<br />the LeaP alliance to bear on your marketing challenge.<br />Authentic Identity<br />Contact Tony Tiernan ( +1-978-282-8211, or e-mail Tony.Tiernan@AuthenticIdentity.com )<br />Bliss PR<br />Contact Meg Wildrick (+1-212-840-1661, or e-mail Meg@BlissPR.com )<br />The Bloom Group<br />Contact Bob Buday ( +1-508-497-3411, or e-mail Bbuday@BloomGroup.com )<br />33<br />

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