Generating Leads that Generate Results BKR Marketing WebMeeting 3/06/2013

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Topics Methods of lead generation Developing content Lead tracking Measuring results

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Two Ways to Get New Work You go to them. They come to you.

Marketing vs. Sales Time Level of Activity Marketing Sales G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e

Integrated Marketing/Sales G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Time Level of Activity Marketing Sales Newsletters Brochures Advertising PR Sales Calls Needs Assessment Proposals Working Objections Closing Deals Referrals Seminars Associations, Boards Direct Marketing Social media marketing

No Recognition G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e The Value of Your Brand

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e How Do You Build Your Brand? No Recognition Consistent Message Frequent Communication Time Investment Budget

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Lead Generation Methods Copyright 2009 The Whetstone Group, Inc. Referrals (COIs and clients) Direct marketing ( / snail mail) Social media/ online marketing Word of mouth/ networking Branding/ positioning

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Integration Copyright 2009 The Whetstone Group, Inc. Total Experience Referrals (COIs and clients) Direct marketing ( / snail mail) Branding/ positioning Word of mouth/ networking Social media/ online marketing

Planning Output ActivityMonth 1Month 2Month 3Month 4 BlogBlog post Repurpose whitepaper content for blog Link blog post to LinkedIn marketingDevelop whitepaper on estate planning best practices Send blast featuring estate planning tip – offer white paper download, post to website Snail mail marketing Mail postcard on estate planning Mail second postcard on estate planning Mail third postcard – offer whitepaper Telephone lead generation Telephone follow up with prospects who requested paper Copyright 2011 The Whetstone Group, Inc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Developing Your Content Focus on specific market Identify needs/issues Demonstrate expertise/offer tools Differentiate Present the benefits Purchase vs custom? Copyright 2010 The Whetstone Group, Inc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Offer Types vs Value

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Target Market Definition Geography Serve profitably? Copyright 2009 The Whetstone Group, Inc. Industry Size Other Expertise, opportunity? Expertise, afford fees Ownership, etc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Identify Needs Copyright 2010 The Whetstone Group, Inc. Ask current customers open- ended questions, evaluate what clients are buying Use trade magazines and FirstResearch, IBIS, LexisNexis, conference topics Identify needs in particular geography or industry (continual process) Survey your target market

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Packaging Content Whitepaper Blog posts blasts/newsletters Snail mail Webinar

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Delivering Content (Prospecting) Media Relations COI Program Branding/ positioning Direct Marketing Webinars Online Marketing Copyright 2009 The Whetstone Group, Inc.

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Prospecting Methods Passive/ Reactive Proactive Branding/positioning Media relations Online marketing Direct marketing Events webinars COI program

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Maximize Your Effectiveness Before During Behaviors & Action Plan & Prepare After Follow-up & Reporting

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Online Marketing Before During Post content Track views/ downloads Categorize leads After Research opportunity Track results Follow up Define target market Define outlets Create content and offer(s)

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Direct Marketing Before During Send mailer(s) Telephone follow up Get face-to- face After Control next steps Work the sales cycle Track results Define campaign objective Define target market Buy and/or scrub list

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Event Marketing Before During Send mailer(s) Recruit attendees Conduct event After Follow up with registrants Work the sales cycle Track results Define target market Define event type (webinar vs seminar) Buy and/or scrub list

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Centers of Influence Before During Regular communication Frequent face- to-face Ask for and give referrals After Meet with referrals Thank referral sources Track results and follow up Identify COIs Assign 30-second speech

Prepare for Face-to-Face Follow-up G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Research on company Select sales team High gain questions to get conversation going -Base on industry trends, similar client challenges, etc. 30-second speech: quick answer to “tell me about you and/or your firm”

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e CompanyContactAppt. DateLeadNotesFollow-up ABC Mfg.Bob Smith, Pres.3/1/13Hot (A)Interested in seeing what we can do for them w/R&D tax credits. Also some potential for cost seg. Lisa to call 3/15 to schedule follow-up appt. XYZ MfgMary Jones, CFO2/28/13Warm (B)Would like to see more information about our services, they want to reduce their tax costs. Larry to send info and call in one month. Lead Tracking

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Using Referral Tracking Center of InfluenceLast ContactReferrals GivenReferrals Received FirmIndividual CompanyContactDateCompanyContactDate ABC BankBob Smith1-Oct-12Acme Mfg Joeseph Black, CFO1-Oct-12 Eco Builders Dan White, owner15-Mar-12 Jane Doe1-Feb-13 Medical GroupDr. Spock1-Feb-13 XYZ Law FirmMarc Jones1-Mar-12 Beth Barnes11-Jan-13Distributors Inc. Lisa Coleman, CEO5-Sept-12Peoples Bank Frank Davis, Pres11-Jan-13 Mercy Hospital Paul Hoffman, CEO15-Feb-12Auto Group Bill Vernon, Owner1-Apr-12

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Using Referral Tracking Center of InfluenceLast ContactReferrals GivenReferrals Received FirmIndividual CompanyContactDateCompanyContactDate ABC BankBob Smith1-Oct-12Acme Mfg Joeseph Black, CFO1-Oct-12 Eco Builders Dan White, owner15-Mar-12 Jane Doe1-Feb-13 Medical GroupDr. Spock1-Feb-13 XYZ Law FirmMarc Jones1-Mar-12 Beth Barnes11-Jan-13Distributors Inc. Lisa Coleman, CEO5-Sept-12Peoples Bank Frank Davis, Pres11-Jan-13 Mercy Hospital Paul Hoffman, CEO15-Feb-12Auto Group Bill Vernon, Owner1-Apr-12

G r o w t h T o o l s F o r A C o m p e t i t i v e E d g e Contact Information Carrie Steffen Shareholder and Vice President