Question

Topic: Other

Generating Leads For A Consultancy

Posted by Anonymous on 6/22/2004 at 1:08 PM ET 250 Points
I'm looking for fresh and powerful ways to generate leads for a human capital management consultancy. I take a bold and no-nonsense approach to all aspects of marketing for this business. The difficult issues include: the complexity of offering, high congestion in the marketplace, risk aversion of the target audience, lack of 'bite' for anything other than Google ads!

There are 5 target sectors, a very impressive client list in each, sector specific research - how do I make this sing?

Can anyone suggest some approaches/ideas/insights which will help me make good lead generation decisions.
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RESPONSES

  • Posted by telemoxie on 6/22/2004 at 1:56 PM Member
    Since you are a bold and no-nonsence sort of person - what is your budget for this project, and your timeframe for results?
  • Posted by telemoxie on 6/23/2004 at 8:47 PM Accepted
    I'd love to hear more about that one day per week new business development resource (if that is what you mean by NBD). Sounds like a competitive offering to mine...

    ... and speaking of telemarketing, my professional opinion is that cold calling is a relatively high cost method of generating sales leads. Plus, it takes time. In your situation, I think you are wise to limit the time of this new business development person to a day a week - if you use your budget dollars to generate leads, and to improve your collateral, you will get your best ROI from that person following up and qualifying interest.

    Frankly, I'm suprised you are talking about real dollars here. I could point you to quite a few posts which say, "Gee, we have a great offering, and no money - what should we do?". The type of figures you are talking about should get the attention of some of the most cost effective lead generators on this board...

    ... if it were me, I'd consider reposting the message, saying something like, "I have £5-10k to spend to generate leads - what should I do?". I'd also provide lots more info on the target markets, I'd provide a link to your web site, etc...

    ... - or, you could follow the example of a recent poster, post a 30 point question with the above headline pointing to this question...

    If I were personally in your situation, and was looking not only for business, but also to keep my ear to the ground regarding new issues in HR, I wouldn't miss a networking opportunity. And, I would service my customers to no end, so that they would be excellent references.

    Regarding Christian's "double loop marketing" suggestion - you can start a similar program on a smaller scale by identifying issues of interest, finding publically available info, and providing it (e.g. printing and mailing, hand addressed, hand stamped) to prospects. This positions you in their mind as an expert - and when they have questions, you will have "top of mind association".

    Generally speaking, be helpful. If you merely look at things from the prospect's point of view, and look at their needs before your own, you will differentiate yourself from 95% of the competition.

    Good luck.
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