© 2006 Wellesley Hills Group Making Lead Generation Work for a Consulting Firm Case Study – Deep Customer Connections 1 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mike Schultz Principal, Wellesley Hills Group Publisher, RainToday.com Monday, November 13, 2006

© 2006 Wellesley Hills Group Who is Deep Customer Connections Four well-established and experienced consultants decided to start a firm… Much career success, gravitas, and big rolodexes Large market for operations consulting Ease of Doing Business vision Fast forward 2002 to October 2005 – What they tried and failed – Revenue – Organizational update – Looking forward

© 2006 Wellesley Hills Group DCC Approach ChallengeApproach Getting at batsPhone, custom and direct mail, custom “Efficient and effective solutions” Total rework of value proposition – conversation and copy “Great research” Leverage value-based offers in the marketing itself…but don’t confuse the offer with the service Targeting the right buyersRe-segmented and targeted prospect audience For just $200k Develop service entry strategy – multiple entry points Sales SavvyCoach and train business developers All-important first meeting Observe, rework process and presentation, coach, practice Deep Customer who? Targets + touches + value-based offers + research deliveries

© 2006 Wellesley Hills Group Tactics Employed + Value Offers + Demand Influencer Demand Influencer Direct Options + + Indirect Options Indirect Options = Service Inquiry or Accepted Offer List Options Targeted Acquired Built Mail Telephone calls Networking Trade Shows Consultation Sales Call Entry Service Seminar Teleseminar Webcast Speech Articles White Papers Case Studies Books Research Advertising, PR SEO / SEA Brand Screen and Set Qualified Meeting

© 2006 Wellesley Hills Group Web Copy Before

© 2006 Wellesley Hills Group Web Copy After

© 2006 Wellesley Hills Group Example: Letter for Sponsorship and Results Discussion

© 2006 Wellesley Hills Group Lead Nurturing is Key Qualified Meeting Good Fit- Not Yet Qualified Qualified Prospect Bad Fit Mail Ongoing phone calls Ongoing meetings Research Lead Gen Bus Dev Commit Enhance Suspects Customers Leads Q. Prospects Closed Loop Lead Nurturing

© 2006 Wellesley Hills Group Lead Nurturing is Key Using Research – Gives Confidence to Follow Up! Regular contact Moving the sale forward Value reinforcement Leads never dropped, only reinforced Research Lead Gen Bus Dev Commit Enhance Back in the Funnel Suspects Clients Leads Q. Prospects

© 2006 Wellesley Hills Group Level of trust and need Low High Through typical cold call Through typical referral Through Services In Demand Trust and need required to close first deal GAPGAP GAPGAP GAPGAP Trust and Lead Generation Approach

© 2006 Wellesley Hills Group Recognize Articulate Memorize Prefer Focused on Brand as an Outcome I know who they are They’re the leader… Dying to work with them… Very valuable… I know what they do. And how they work with companies like me. To solve problems like mine. I’d remember them at the elusive time of need

© 2006 Wellesley Hills Group Summary Results CategoryThru Sep 2005Thru Aug 2006 Research participants 10,00025,000 Research sponsors 0 corporate 13 state associations 7 corporate: $48.5k revenue 29 state associations BrandNo RAMP at all “You’re the ease of doing business people” People at company4 to 2 full time1 full time Targets From everybody to 150 companies 350 companies, 30% of revenue now from 200 companies new on target list Inbound inquiriesNegligibleOver 200 from Executive Summary New clients addedIn noneJan thru Oct new clients Response sampleN/A 50% response for survey takers to be “walked through the results” Revenue$7k$133k ($228k annualized) Pipeline$15k$232k ($342k annualized)

© 2006 Wellesley Hills Group Deep Customer Connections Takeaways Target well Value in marketing and selling – use intellectual capital well Offers and experiences Targeted, integrated, direct marketing works (phone, mail, ) Sustain lead generation and nurturing efforts Service entry strategy – market the link, sell the chain Get paid for marketing Develop short-term and long-term leads And the most important one of all…

© 2006 Wellesley Hills Group 14 More data on this topic available from:: © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Mike Schultz Principal, Wellesley Hills Group Publisher, RainToday.com x © 2006 MarketingSherpa, Inc. This presentation is not for distribution. Thank you. Thank you Wellesley Hills Group Services in Demand SM - Lead Generation for Service and Technology Businesses Marketing and Growth Strategy for Service Businesses Consulting and Research for Service Businesses Rainmaker Development Program RainToday.com newsletter