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Whats Working in Lead Generation

Whats Working in Lead Generation

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What’s Working In Professional Services Lead Generation
How To Spend Your Time, Energy, & Money For The Best ROI In B2B Professional Services

A RainToday.com Research Report by: Mike Schultz, Publisher, RainToday.com Andrea Meacham Rosal, Chief Content Officer, RainToday.com John Doerr, Principal, Wellesley Hills Group

All rights reserved. No part of this document may be reproduced or transmitted in any form by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher.
© 2007 RainToday.com

What’s Working In Lead Generation

What’s Working In Lead Generation
How To Spend Your Time, Energy, & Money For The Best ROI In B2B Professional Services

© 2007 by RainToday.com and Wellesley Hills Group, LLC All rights reserved. No part of this document may be reproduced or transmitted in any form by any means, electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any information storage and retrieval system, without written permission from the Publisher. For information contact: RainToday.com Customer Service 600 Worcester Road Suite 301 Framingham, MA 01702 508-405-0438 service@raintoday.com

© 2007 RainToday.com & Wellesley Hills Group, LLC

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What’s Working In Lead Generation

What’s Working In Lead Generation Table of Contents
INTRODUCTION..................................................................................................................... 4 How To Use This Report.................................................................................................... 5 Insight #1: Brand Matters................................................................................................... 6 Insight #2: Know Your Target Market............................................................................... 8 Insight #3: Cold Calling Works........................................................................................ 11 Insight #4: Integrate Your Tactics.................................................................................... 15 Insight #5: Nurture the Leads You Have.......................................................................... 19 Insight #6: Indicators of the Future Lead Generation....................................................... 21 A Few Key Terms Used In This Study ............................................................................ 22 THE LEAD GENERATION ENVIRONMENT IN TODAY’S PROFESSIONAL SERVICES BUSINESS .......................................................................................................... 23 Setting The Stage ................................................................................................................ 24 Professional Services’ Ability To Generate Leads........................................................... 24 Why Being “Well-Known” In Your Target Market Matters............................................ 26 Companies’ Current Approaches To Getting New Business ........................................... 28 Sales & Marketing Budgets In Professional Services ...................................................... 31 Growth in Annual Revenue Over Last Two Years........................................................... 36 Geographic Reach of Client Base..................................................................................... 39 How Companies Are Going About Lead Generation...................................................... 41 Who’s Expected To Generate Leads ................................................................................ 41 Typical Lead Quality........................................................................................................ 45 Knowledge Of Target Markets......................................................................................... 48 Lead Generation Challenges Faced By Professional Services ......................................... 50 BEST LEAD GENERATION TACTICS, STRATEGIES, & OFFERS........................... 53 Top Ways To Generate Quality Leads ............................................................................. 54 Top Strategies For Generating Quality Leads .................................................................. 54 Referral Building As A Top Tactic: Selected Commentary............................................. 57 Cold Calling As A Top Tactic: Selected Commentary .................................................... 59 Hosting, Attending, & Speaking At In-Person Events As A Top Tactic: Selected Commentary ..................................................................................................................... 63 Online Marketing As A Top Tactic: Selected Commentary ............................................ 69 Other Top Tactics: Selected Commentary ....................................................................... 70 Evaluating Tactics & Strategies ........................................................................................ 73 One-By-One Usage And Effectiveness Of Tactics & Strategies ..................................... 73 The “Don’t Know Effectiveness” Factor ......................................................................... 81 Evaluating Offers And Their Content .............................................................................. 84 Lead Generation Offers .................................................................................................... 84 Types Of Content For Lead Generation Offers ................................................................ 89 Continued on next page © 2007 RainToday.com & Wellesley Hills Group, LLC 2

What’s Working In Lead Generation

Table of Contents, Continued
TOMORROW’S TRENDS IN LEAD GENERATION....................................................... 92 2-Year Prediction: Across The Board Increases In Lead Generation .......................... 93 Changes In Approach To Lead Generation ...................................................................... 93 Reasons For Increasing / Decreasing Lead Generation Efforts........................................ 96 Voting With Dollars: The $100,000 Question ................................................................ 104 Where To Invest In Marketing & Sales.......................................................................... 104 Selected Verbatim Comments About Use Of $100,000................................................. 107 Trends For Future Use Of Tactics, Strategies, Offers, & Their Content ................... 109 ANALYSIS SECTIONS BY FIRM DEMOGRAPHICS................................................... 120 Analysis By Industry ........................................................................................................ 121 Overview ........................................................................................................................ 121 Accounting, Tax, Payroll, Bookkeeping Services.......................................................... 127 Architecture, Engineering, Construction Services ......................................................... 133 Financial, Insurance, Real Estate Services ..................................................................... 139 Human Resources & Organizational Development Consulting ..................................... 146 Information Technology Consulting & Services............................................................ 153 Law Firms / Legal Services............................................................................................ 160 Management Consulting................................................................................................. 167 Marketing, Public Relations, & Advertising .................................................................. 174 Training, Executive Education, & Coaching Services ................................................... 181 Other Consulting / Professional Services ....................................................................... 187 Analysis By Firm Size....................................................................................................... 194 BACKGROUND & PARTICIPANT DEMOGRAPHICS ................................................ 204 Background & Participant Demographics ..................................................................... 205 Survey Methodology ...................................................................................................... 205 About The Participant Firms .......................................................................................... 206 List Of Participating Companies .................................................................................... 210 ABOUT RAINTODAY.COM & THE REPORT AUTHORS .......................................... 217 About RainToday.com ................................................................................................... 218 About The RainToday Research Team .......................................................................... 219

© 2007 RainToday.com & Wellesley Hills Group, LLC

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com & Wellesley Hills Group. LLC 4 .What’s Working In Lead Generation INTRODUCTION © 2007 RainToday.

lead generation) is the number one goal for 2007 cited by 62. 84% of your competitors are going after your prospects and your clients with more lead generation energy. and rigor.e. LLC 5 . In this report introduction. we have presented an overview of some of the most important lead generation insights gained from our analysis of the data and our everyday work with professional services firms. what tactics you are using. In studying What’s Working In Lead Generation. acquiring new customers (i. Our goal is for you to use this report in discussion as you: • Benchmark yourself against “Excellent” lead generation companies in terms of how much you are spending. • Defend your lead generation plans to your managers and gain buy-in with your lead generation team.3% of respondents 1 . professional services firms are looking to generate more leads in the next two years. what your marketing mix is. • Choose which tactics you should test – and which tactics may not be worth the work and investment. © 2007 RainToday. According to BtoB’s “2007 Marketing Priorities and Plans” survey.What’s Working In Lead Generation How To Use This Report Lead generation is heating up Across the board. So. 1 BtoB Online. etc. what lead generation strategies and tactics can you employ that will put you ahead of the curve? In What’s Working In Lead Generation. “In the next two years. we asked 731 professional services firms. December 2006. resources.com & Wellesley Hills Group. we set out to answer this question. • Budget for upcoming years. In other words. “2007 Marketing Priorities and Plans” survey. how do you expect your lead generation efforts to change?” An overwhelming 84% said that they were planning on significantly or moderately increasing their lead generation efforts. what your offers are.

What’s Working In Lead Generation Insight #1: Brand Matters Famous name or hidden gem? We asked: Of the sentences below.By Reputation Reach In Target Market Very Well Known Companies (N = 221) Not Very Well Known Companies (N = 514) 50 44 % Respondents 38 30 25 16 12 5 0 1 (Poor) 2 (Fair) 3 (Good ) 4 (Excellent) 6 49 Each measure in this chart represents a significant difference. 30% 70% Impact of reputation reach Respondents who said their companies were “very well known” in their target market were also significantly more likely than the “not very well known” companies to say they were “Good” or “Excellent” at generating leads for their services. LLC 6 . Our company is not very wellknown among the majority of companies in our target market. Companies' Overall Ability To Generate Leads . which ONE better describes your company's reputation reach? Sentence % Respondents Our company is very well-known among the majority of companies in our target market. Continued on next page © 2007 RainToday.com & Wellesley Hills Group. at a 95% confidence level.

” The other side typically maintains. reputation or brand reach) was the top approach cited along with. “We need to increase our brand recognition in order to truly succeed with marketing. the chicken or the egg?” or in this case “the brand recognition or the lead generation success?” Caveat: Don’t build brand for brand’s sake While brand perception can have a tremendous impact on a buyer’s attitude toward a company. the better your lead generation efforts will work. sustained over a long period of time. we asked 200 buyers of professional services how they find and learn more about potential service providers. After referrals. you build awareness and esteem for your firm’s services while you generate leads. “I already knew about the service provider” (a.com & Wellesley Hills Group.a. traditional advertising media scored very low in terms of effectiveness: • Advertising on TV: 33rd out of 33 • Advertising on the radio: 31st out of 33 • Advertising in print media: 29th out of 33 • Advertising in ad-supported websites & online publications: 28th out of 33 Build your service brand through your lead generation efforts. “learning about the service provider by hearing them speak. “which comes first. 65% of well known companies report being good or excellent at lead generation whereas only 44% of the not well known companies report being good or excellent. © 2007 RainToday. The more well known you are. only 30% of companies claimed the power of name-recognition in their market. If you are well known. and disposition toward purchasing services. “Just get out there and sell. That spells opportunity for the other 70% of firms. the traditional laws of branding do not apply to professional services firms. With value in marketing. Name recognition doesn’t matter. LLC 7 .” Recognition and reputation do matter when it comes to lead generation.What’s Working In Lead Generation Insight #1: Brand Matters. whatever lead generation tactics you employ are likely to work better. Of course.k. Continued Takeaway: A rising tide lifts all boats One argument seems to never go away. this begs the question. In How Clients Buy: The Benchmark Report on Professional Services Marketing and Sales from the Client Perspective. Of 33 lead generation outreach tactics.” In What’s Working In Lead Generation. On the one side you have people who say.

4 = Somewhat Strong.What’s Working In Lead Generation Insight #2: Know Your Target Market Knowing what you don’t know… We asked: How well does your company know whom it should be targeting for its services. 3 = Neither Strong Nor Weak. geography. other general characteristics) • The actual titles of decision makers within the target organizations • The actual names of the organizations you should target • The actual names of decision makers within the target organizations Target market knowledge Participants rated their knowledge to be: 5 = Extremely Strong. in terms of: • The general profile of your target market (best industry.com & Wellesley Hills Group. 2 = Somewhat Weak. LLC 8 . 1 = Extremely Weak % Rating Target Market Knowledge As "Extremely" or "Somewhat Strong" 100 75 77 58 50 55 25 30 0 General Profile Titles Of Decision Makers Names Of Organizations Names Of Decision Makers Aspect Of Target Market Knowledge Continued on next page © 2007 RainToday. size.

Continued By ability to generate leads While the chart above showing “total” responses is helpful to see the overall trend in professional services. looking at target market knowledge by the companies’ self-reported ability to generate leads takes us a step further in underscoring just how important it is to know your target market well.What’s Working In Lead Generation Insight #2: Know Your Target Market.com & Wellesley Hills Group.By Overall Ability To Generate Leads 100 95 89 78 68 50 55 63 54 44 37 73 65 51 39 21 13 % Of Respondents 75 Excellent At Generating Leads Good At Generating Leads Fair At Generating Leads Poor At Generating Leads 25 31 0 General Profile Titles Of Decision Makers Names Of Organizations Names Of Decision Makers Continued on next page © 2007 RainToday. LLC 9 . rget % Rating Target Market Knowledge As "Extremely" or "Somewhat Strong" .

we see a marked difference in target market knowledge between “poor” or “fair” lead generators (13% . Yet. not all of your targets should be treated equally in terms of your marketing efforts and budget. There’s a direct correlation – in our data and in our experience – between companies that know exactly whom they target and how well they can generate leads. Caveat: Not all prospects are created equal While the more knowledge you have of your target market heightens your ability to generate leads. It seems intuitive – to be successful in marketing and lead generation. When we look through the lens of the respondents’ ability to generate leads. only 30% of respondents indicated that they have the actual names of the decision makers in the companies they are targeting. LLC 10 . The first step in knowing where to spend your lead generation money is to know who you want to spend it on. it is important to remember that not all of your targets are equal in their profit potential. Continued Takeaway: Know your target market Targeting and segmentation are the first steps to any lead generation or marketing effort. © 2007 RainToday. and must be done with the utmost thought and rigor. As such.What’s Working In Lead Generation Insight #2: Know Your Target Market.com & Wellesley Hills Group.51% know the names of the decision makers). you need to know who your best potential clients are.21% know the names of the decision makers) and “Good” or “Excellent” lead generators (39% .

seminars Personal relationships / Direct. and how they know it works. and interacting with prospects at events still reign. The following verbatim comments from our survey respondents explain how it works. Based on what you know about the source of your company’s leads in the past 2 years. The top ways to generate quality leads When considering only the answers to what people consider their “#1 top way to generate leads. and lead-generating offers your company has used. The great debate: to call or not to call Cold Calling is second only to referrals as the number one lead generation tactic respondents cited that has worked for them in the past.What’s Working In Lead Generation Insight #3: Cold Calling Works What works the best (unaided) We asked: Consider the past 2 years of lead generation for your company: all of the ways to contact prospects. face to face contact % Respondents (N = 591) 22 16 13 11 8 When considering all of the top 3 ways to generate quality leads. what have been the top 3 ways that have generated quality leads for your company’s services? These may be a single strategy. We then analyzed and categorized each response individually. Client and partner referrals. conferences.com & Wellesley Hills Group. or a particular combination that you’ve found to be the most reliable source of quality leads. but not substantially. with no prompting from the survey as to the tactics they could choose from. Continued on next page © 2007 RainToday. While there is much debate over the topic of cold calling – if it works. meaning we received 1. general referrals.428 volunteered responses from 591 participants. priorities change. cold calling / telephone prospecting. Important note: These answers were unaided by the survey. ways to establish brand and thought leadership. LLC 11 . tradeshows. ways to publicize and network.” these 5 strategies rise to the top of the list: 5 Most Common “#1 Top Ways” To Generate Quality Leads Client / partner referrals General referrals Cold calling / telephone prospecting Hosting / Attending / Speaking at events. or offer. if it is worth it. how to do it “right” – the data here is clear: cold calling does work for a number of firms. tactic.

Health Care Services VP / Director of Marketing. Roughly 25% of new business is brought in this way. they really work well. 75% of more than 250 meetings during the past 2 years have been generated this way. that usually turn to repeat work clients. Marketing / PR / Advertising Principal / Partner.. We often get the comment. “I'm glad you called. Cold calling is so rare in UK professional services that it's quite a pleasant surprise to many recipients... Acts like the newsletter.What’s Working In Lead Generation Insight #3: Cold Calling Works. Continued Evidence that cold calling works Comment Even though calls are frustrating at times.” 70% of correspondents are interested in our services. AEC Services CEO / President. We can get 2 to 4 new clients each year this way.. but gets to an audience blocked by spam filters. I / my colleague is dealing with just such a situation that you may be able to help with. Law Firms / Legal Services 30% response rate with a 10% first meeting rate. Retained Executive Search Services Managing Director / Managing Partner. Continued on next page © 2007 RainToday... LLC 12 .that is good. Human Resources / OD Consulting Principal / Partner. From Chief Marketing Officer. Management Consulting Principal / Partner. Our biggest and most profitable customers have been acquired this way.when they work.com & Wellesley Hills Group.

LISTEN to their answers. Defining the target audience. Our service is not something that a client thinks of getting and. Activity is the key to start.com & Wellesley Hills Group. Training / Executive Education Sales Training Manager. cap statement. Marketing / PR / Advertising VP / Director of Marketing. But not for the faint-hearted! The key is to ensure the call is always client business focused. not a sales message . Law Firms / Legal Services CEO / President. follow up. research them before calling. IT Services / Consulting The more tailored the call based on pre-call research. IT Services & Consulting Field Director. The majority of sales come from reps who have taken the prospect from start to finish over a long period of time. . Continued on next page © 2007 RainToday. not just follow a script. etc. It is how we have secured business year after year and we're over $400 million in sales and in business over 50 years. Needs a high quality individual who knows our business well. Marketing / PR / Advertising Chief Marketing Officer. The key is to make it a professional inquiry. Architecture / Engineering / Construction Services Chief Sales Officer. ask good questions. don't waste their time. Continued Keys to success with cold calling Comment Be honest & to the point. not the service.What’s Working In Lead Generation Insight #3: Cold Calling Works. LLC 13 . follow up. and by a senior manager who can bring their industry experience to bear.I say that I've seen their work. Human Resources / OD Consulting Principal / Partner. calling – proactively – has been hands down the most effective way to generate leads. keep good notes.). and ask whether they'd be interested in seeing some additional information (white papers. often doesn't want to . . and is able to hold real conversations. follow up. So. the more effective it becomes. tell them briefly what I do. From Chief Marketing Officer. Management Consulting VP / Director of Marketing. they want the results.

LLC 14 . All too often. after referrals. best practices. listen. and follow up – then cold calling can and does work (and it may even become your #1 tactic). etc. 6. direct mail. It is very unlikely that you are going to call someone right at their elusive time of need. rather than approaching their targets with a value based offer for the meeting (research. keep good notes. internet marketing. © 2007 RainToday. the list goes on – cold calling rose to the top as the most effective to generate quality leads. industry insights. and to learn about the prospect… not to go into a detailed sales pitch. The purpose of a cold call is to set a meeting to introduce yourself. publishing. offer something of value. 18 months or longer. Sales cycles for services take 3. If you take the respondents’ advice above – “do your research” before the call. keep it conversational. PR. The introductory meeting is the first step in a series of actions designed to build trust with your prospect over time through lead nurturing (see Insight #5). So why is there such a big debate around cold calling and whether or not it works for professional services? The short answer is because people are doing it the wrong way. Caveat: Have realistic expectations While cold calling can and does work. 9. business developers try to pitch their services over the phone.What’s Working In Lead Generation Insight #3: Cold Calling Works.). seminars. you need to have realistic expectations. Continued Takeaway: Cold calling works Of all the possible tactics out there – speaking.com & Wellesley Hills Group.

LLC 15 .57 17 31 48% 3.What’s Working In Lead Generation Insight #4: Integrate Your Tactics Evaluating 33 lead generation tactics and strategies We looked at two basic measures of 33 tactics and strategies that professional services companies might use to generate leads for new business: • Have you used it? • If so. 1 = Not At All Effective The most effective tactics The chart below illustrates the top 5 most effective tactics as rated by respondents as “extremely effective” and “very effective.34 7 26 33% 3.” % "Extremely Effective" (5) % "Very Effective" (4) 0 Making 'warm' phone calls (to existing contacts) (N = 778) Speaking at conferences / trade shows (N = 616) Running our own in-person events (N = 496) Becoming members of professional / industry organizations (N = 728) Connecting with press contacts to gain PR about our company (N = 530) 11 % Of Respondents 25 41 50 75 Top2 Box 52% Mean 3. 3 = Somewhat Effective. 2 = Not Very Effective. how effective has it proven in generating leads for your services? Companies rated effectiveness on a scale of 1 to 5: 5 = Extremely Effective.com & Wellesley Hills Group. 4 = Very Effective.59 13 32 45% 3.27 Continued on next page © 2007 RainToday.56 13 25 38% 3.

using the telephone to generate leads rises to the top as the most effective tactic (be it through “warm” or “cold” calling). Marketing / PR / Advertising Principal / Partner. Individual e-mails speaking to the target. Timeliness of the calling after the event is key. With Direct Mail: Cold Calling via phone preceded by letter. We know it works because of the number of 'new logo' clients we have obtained through this process. and we have clients speaking. Architecture / Engineering / Construction Services With E-Mail: We call then send target-appropriate. Procurement & Telecommunications CEO / President.What’s Working In Lead Generation Insight #4: Integrate Your Tactics. not just the target group. This has been very successful in the markets we have tried it in. Architecture / Engineering / Construction Services VP / Director of Business Development. industry-specific articles via email.com & Wellesley Hills Group. Marketing / PR / Advertising Principal / Partner. It brings in leads. Dovetailed communication. With Direct Mail & Follow-Up Calls: Contacting potential clients via telephone and talking with them about our service. we speak. and then we call them to set up a meeting. We get emails back saying great articles etc. The key is follow up! Continued on next page © 2007 RainToday. From VP / Director of Business Development. Calling Combination Strategies – Selected Commentary Comment With Conference Sponsorship: Appointment-setting services: calling attendees of focused conferences for which we are a major sponsor. LLC 16 . Several of the respondents chimed in to share how they combine this strategy with other tactics to warm up their prospects before picking up the phone. With E-Mail: E-mail sent out followed by call. Continued Warming up the prospect Both in aided and unaided responses. Then we send a targeted brochure.

Continued Takeaway: Lead generation tactics work together Getting through to high-level decision makers. You pour your time and effort into securing the speaking engagement. and getting them over the tipping point of becoming a serious lead for your services takes multiple touches. time.com & Wellesley Hills Group. assume you have been chosen to speak at an industry conference (the number two most effective tactic cited). But the majority will go back to their office and your nice brochure will get buried in a pile on their desk. and marketing savvy.What’s Working In Lead Generation Insight #4: Integrate Your Tactics. • Tactic 5: Follow up with an email including the slides from your presentation. For example: • Tactic 1: Send a direct mail letter to conference attendees focused on the benefits of your presentation. You show up. There is no silver bullet tactic. consider how much more effective your speaking could be if you were to touch the attendees both before and after the event. creating the PowerPoint deck. preparing materials. practicing your speech. You go back to your office and wait for the phone to ring. • Tactic 6: Follow up with a phone call to discuss how this data relates to your prospects’ firms and to answer any lingering questions they may have. In this case. • Tactic 2: Call attendees offering to meet with them during the conference to discuss how this new research affects their firm and their challenges. and position yourself as a resource. • Tactic 4: Add everyone you met to your Contact Management System (and your touch plan – see Insight #5). combining lead generation tactics generates a fair share of leads both before and after the speaking engagement. While we see that “using the telephone” to generate leads rises to the top of tactics. and pass out packets with a shiny new company brochure and your business card. For example. LLC 17 . • Tactic 3: Speak at the conference. etc. Continued on next page © 2007 RainToday. network. A certain number of the attendees will be so interested in your presentation that they will pick up the phone and proactively begin a discussion with you. getting your message of value seared into their heads. deliver. it is that much more effective when combined with other tactics. Now.

” These touches need to be well planned. That's not a good way to grow trees. It takes ongoing touches to draw prospects into the “seduction of your services. © 2007 RainToday. with a consistent message. This takes time. at the right frequency.What’s Working In Lead Generation Insight #4: Integrate Your Tactics. with the right mix of offers. Many professional services firms plant seeds in hopes of growing a tree. and dig them up after two weeks to see if they're growing. Continued Caveat: Don’t evaluate lead generation too quickly Lead generation is a multi-step process.com & Wellesley Hills Group. LLC 18 .

What’s Working In Lead Generation Insight #5: Nurture the Leads You Have Inspecting the pipeline We asked participants to report what percentage of their leads typically arrive as “sales-ready”.” Typical lead quality This chart illustrates the general pattern of lead quality for the companies.com & Wellesley Hills Group. or “disqualified. N = 390 – 405 Typical Lead Quality. Among All Leads Generated By Respondent Companies 80% + 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 1-9% 0% 80% + 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 1-9% 0% 80% + 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 1-9% 0% 0 5 10 15 20 25 % Leads Considered Sales-Ready (N = 390) Mean Average = 25% of leads % Leads Requiring Further Nurturing (N = 390) Mean Average = 50% of leads % Leads Disqualified (N = 405) Mean Average = 25% of leads 30 % Respondents Continued on next page © 2007 RainToday. “needs nurturing”. LLC 19 .

2003 cited an estimate by the Yankee Group that between 40% and 80% of new business leads are lost. not followed up upon. Send 1-to-1 communications using the phone. This is less a question of lead generation. Lead nurturing allows you to stay top of mind with prospects that will eventually look to solve their problems with someone’s help (e.What’s Working In Lead Generation Insight #5: Nurture the Leads You Have. you are likely missing out on 2/3 of your new business opportunities. or otherwise mishandled due to poor company processes. Caveat: Provide value in your marketing Lead nurturing is not calling your targets every 2 weeks to ask them if they are ready to buy your services yet. If your company is one of the many that are poor at staying on leads that are not sales-ready when they present themselves. seminar. a white paper. 2 © 2007 RainToday. LLC 20 . and gets the issues you can help with to the tops of their to-do lists. and notoriously bad at staying on leads that need further nurturing. A BtoB Magazine article April 14. your help. 2 In our experience. a competitor of yours. internal staff).com & Wellesley Hills Group. an invitation to a networking event. Lead nurturing is your opportunity to demonstrate the value you can provide and position yourself as a resource. or webinar that might be of interest to them (even better if you are the one speaking at the event). Reference: See page 84 in the report to see the effectiveness of various offers as reported by our research respondents. Continued Takeaway: Nurture the leads you have Many companies let the leads they work so hard to generate drop out of their pipeline. etc. service businesses are better at staying on salesready leads. email. and more a question of the systems and processes you have in place for lead nurturing.g. and mail that include a value based offer such as an article that addresses your prospect’s challenge.

but the keys to the effectiveness for those tactics.com & Wellesley Hills Group. LLC 21 . see all of the verbatim comments from survey respondents regarding not only their top tactics. Here are 7 topics cited in the report that indicate just where lead generation is going: Topic Increasing Competition Brand Matters Top “Unaided” Tactics: • Overall • By Industry Top “Aided” Tactics – Usage and Effectiveness Top “Aided” Offers – Usage and Effectiveness Non Users Seriously Considering Using: • Tactics • Offers Answers to the $100k Question See Page 93 26 54 & 24 73 84 109 114 104 For other important indicators of the Future of Lead Generation.What’s Working In Lead Generation Insight #6: Indicators of the Future of Lead Generation The future of lead generation The question remains. © 2007 RainToday. what trends in lead generation will take shape in the next several years.

useful takeaways or experiences provided by your company to prospects for your services Professionals Consultants. LLC 22 . technical professionals. reaching prospects.com & Wellesley Hills Group. etc. accountants. who are also likely to do the work once it’s confirmed Referrals Recommendations given by past and current clients and other contacts to potential new prospects for your services © 2007 RainToday.What’s Working In Lead Generation A Few Key Terms Used In This Study Lead generation Targeting prospects. and developing relationships directly with prospects to find potential new business opportunities or “leads” for your services Offers Informative. engineers.

com & Wellesley Hills Group.What’s Working In Lead Generation THE LEAD GENERATION ENVIRONMENT IN TODAY’S PROFESSIONAL SERVICES BUSINESS © 2007 RainToday. LLC 23 .

9998 8% Mean Rating = 2. 2 = Fair.com & Wellesley Hills Group. how would you rate your company's ability to generate leads? (1 = Poor. Company's Overall Ability to Generate Leads . 4 = Excellent) Results Overall. Here are a few highlights comparing the self-rated “Excellent” companies versus the rest: Excellent • 49% grew by > 50% • 31% more than doubled • 35% spend at least 10% of revenue • 53% well-known Good. LLC 24 . Participants in this study were asked: Overall. you know it. Fair.What’s Working In Lead Generation Setting The Stage Professional Services’ Ability To Generate Leads How good are you? When you’re good at lead generation. not well known Continued on next page © 2007 RainToday. 3 = Good. and Poor • 21-28% grew by > 50% • 10-16% more than doubled • Only 23% spend at least 10% of revenue (together) • 14-36% well-known Topic Growth of annual B2B revenue in past 2 years Sales and marketing budget Well known in the target market vs.Self Rating 50% 42% 41% 25% 9% 0% 1 (Poor) N = 897 2 (Fair) 3 (Good) 4 (Excellent) R2 = 0.48 The best are better at… Throughout this report you’ll learn what the “Excellent” lead generation companies do similarly and differently than the rest of the pack. participants rated themselves in a near-perfect bell curve.

Takeaway: Leadership and lead generation go hand-in-hand. Fair.com & Wellesley Hills Group. becoming “excellent” at lead generation will be an uphill battle. becoming “excellent” (or even just “better”) at lead generation is contingent on the dedication of firm leaders supporting the efforts to get there. However. Some are serious. without leadership support. Continued Topic # Lead Generation issues rated at least “Somewhat Challenging” for companies Average lead quality (%) Excellent • 0 issues • • • • • • • Good. leaders are saying more and more that their companies need to be better at lead generation and marketing. © 2007 RainToday. LLC 25 . Whatever the reason to try it. Across all professional service industries. Some are lip-service-payers (though they rarely admit it). The same is true of successful lead generation. Keep in mind: leadership support does not guarantee lead generation success. and Poor • 4 – 9 issues • • • • • Knowledge of target market: % with “extremely strong” knowledge in terms of: 39% sales-ready 20% disqualified 41% needs nurturing General profile: 64% Decision-maker titles: 41% Organization names: 41% Decision-maker names: 24% Average number of tactics employed per respondent # Tactics rated at least “Somewhat Effective” • 21 tactics • 25 tactics 19 – 29% sales-ready 23 – 30% disqualified 48 – 54% needs nurturing General profile: 21-32% Decision-maker titles: 11-22% • Organization names: 11-20% • Decision-maker names: 1-6% • 17-20 tactics • 5-17 tactics Commentary: Becoming excellent Businesses that become excellent at anything do so because of the beliefs and behaviors of the company leaders.What’s Working In Lead Generation Professional Services’ Ability To Generate Leads.

% Respondents (N = 735) 30% 70% Impact of reputation reach Respondents who said their companies were “very well known” in their target market were also significantly more likely than the “not very well known” companies to say they were “Good” or “Excellent” at generating leads for their services. at a 95% confidence level. Our company is not very well-known among the majority of companies in our target market. Continued on next page © 2007 RainToday.com & Wellesley Hills Group.What’s Working In Lead Generation Why Being “Well-Known” In Your Target Market Matters Famous name or hidden gem? We asked: Of the sentences below. which ONE better describes your company's reputation reach? Sentence Our company is very well-known among the majority of companies in our target market. LLC 26 .By Reputation Reach In Target Market Very Well Known Companies (N = 221) Not Very Well Known Companies (N = 514) 50 44 % Respondents 38 30 25 16 12 5 0 1 (Poor) 2 (Fair) 3 (Good ) 4 (Excellent) 6 49 Each measure in this chart represents a significant difference. Companies' Overall Ability To Generate Leads .

65% of well known companies report being good or excellent at lead generation. the better your lead generation efforts will work. the respondents cited “I already knew about the service provider” (a. we asked 200 buyers of professional services how likely they are to identify and learn about professional services providers from a variety of sources. reputation or brand reach) as the top approach. © 2007 RainToday.What’s Working In Lead Generation Why Being “Well-Known” In Your Target Market Matters. along with learning about the service provider by hearing them speak. whatever lead generation tactics you employ are likely to work better. After referrals. whereas only 44% of the not well known companies report being good or excellent. “We need to increase our brand recognition in order to truly succeed with marketing.k. Continued Commentary: Impact of brand on lead generation The “brand” argument never seems to go away.a. Name recognition doesn’t matter.com & Wellesley Hills Group. In fact. That’s an opportunity you’ll want to take. Takeaway: The rising tide of brand lifts all boats. Chances are. In the RainToday report How Clients Buy: The Benchmark Report on Professional Services Marketing and Sales from the Client Perspective. you have people who say. LLC 27 . the more well known you are. If your target market knows your company and has a high opinion of you. That spells opportunity for the other 70% of firms. Only 30% of companies in What’s Working In Lead Generation claim the power of name-recognition in their market. On one side. “Just get out there and sell.” Recognition and reputation do matter when it comes to lead generation.” The other side typically maintains.

and among our network.What’s Working In Lead Generation Companies’ Current Approaches To Getting New Business Ways to get new business We asked: How does your company currently approach the goal of getting new business for its services? Respondents chose one of the following: Choice Approach 1 We direct most of our efforts toward lead generation (targeting new prospects) 2 We direct half our efforts toward lead generation and half our efforts toward generating referrals among our current and past clients. LLC 28 .com & Wellesley Hills Group. The following chart shows how respondents differ in their current approaches to business development: Most toward lead generation 29% Most toward generating referrals 32% N = 880 Half toward lead generation and half toward generating referrals 39% Continued on next page © 2007 RainToday. Results The most popular answer for this question was “half referrals and half lead generation” as a strategy for getting new business. 3 We direct most of our efforts toward generating referrals among our current and past clients. and among our network. but not by much.

However. Here are a few of the areas where this dynamic plays out: Note: Rows will not necessarily add to 100% due to different question types. LLC 29 .What’s Working In Lead Generation Companies’ Current Approaches To Getting New Business. Half Generation” Referrals” “Mostly Referrals” • 24% very well known • 28% very well known • 37% very well known • 32% grew by >50% • 20% more than doubled • Leaders: 74% • Professionals: 39% • Professional Marketing / Selling Staff: 37% • VP-Level Marketing / Selling Staff: 17-20% • 33% “Extremely / Very Challenging” • 25% grew by >50% • 13% more than doubled • Leaders: 83% • Professionals: 59% • Professional Marketing / Selling Staff: 36-38% • VP-Level Marketing / Selling Staff: 19% • 33% “Extremely / Very Challenging” • 24% grew by >50% • 13% more than doubled • Leaders: 80% • Professionals: 56% • Professional Marketing / Selling Staff: 23-27% • VP-Level Marketing / Selling Staff: 11-13% • 42% “Extremely / Very Challenging” Area Of Difference Reputation among target market Growth of annual B2B revenue in past 2 years Who in company is expected to generate leads Challenge: “Having appropriate skills / knowledge among those charged with generating leads” Challenge: “Implementing our plan. even when we agree upon it” Challenge: “Having time to generate leads” • 33% “Extremely / Very Challenging” • 45% “Extremely / Very Challenging” • 32% “Extremely / Very Challenging” • 52% “Extremely / Very Challenging” • 45% “Extremely / Very Challenging” • 63% “Extremely / Very Challenging” Continued on next page © 2007 RainToday. they also place more responsibility upon firm leaders and professionals who lack time and lead generation skills (see below) to generate those referrals than in companies which emphasize a lead-generation approach. Current Approach To Getting New Business “Half Lead “Mostly Lead Generation.com & Wellesley Hills Group. Continued Challenge of being referraldriven Companies which currently rely mostly on referrals for business tend to be slightly better-known in their target market. and a small subset having indicated they “don’t know” their current approach to getting new business. only selected measures being highlighted.

72 3.92 3. and the growth desires of the leadership of individual service businesses (whether they’re “happy” with the growth they get from service businesses). or b) grow the firm at a desirable rate. It’s important to note that there is no “right strategy” of focusing on referrals versus lead generation. and • Had significantly fewer challenges generating leads. professional services firms grew their firms by and large based on referrals.01 Numbers bolded and underlined indicate a significant difference.52 3.08 3. The takeaway here is the simple fact that the companies in our research that focus largely on lead generation versus those that focus largely on generating referrals: • Were generally less well known (perhaps more strongly precipitating the need for lead generation). Commentary: The right strategy Historically.88 2. By Current Approach To Getting New Business Current Approach To Getting New Business Half Lead Mostly Lead Generation.18 3. Scale: 1 = “Not At All Effective”. If your business is growing (or merely profiting) at desired rates. 4 = “Very Effective”. While referrals are still a necessary part of most service firms’ growth.44 Lead Generation Tactic Becoming members of professional organizations Connecting with press contacts Company-authored content in our own print 2. 2 = “Not Very Effective”. and the competition for business has not heated up in your market. Mostly Generation Referrals Half Referrals 3.com & Wellesley Hills Group. The shift from referrals towards proactive marketing and lead generation has to do with the competitive dynamics of professional service industries (they’re more competitive). • Grew significantly more. The following tactics are rated at significantly different levels of effectiveness in generating leads among “lead generation” companies versus those relying on referrals.25 Search Engine Advertising 2. how clients buy professional services (they don’t just ask for referrals anymore to find professional services providers). they are typically no longer sufficient to a) survive as a business.09 3.46 3.24 3.What’s Working In Lead Generation Companies’ Current Approaches To Getting New Business.40 3. LLC 30 . © 2007 RainToday.30 publications Running our own teleseminars 2.83 2. at the 95% confidence level. 3 = “Somewhat Effective”. Continued Tactical Effectiveness Generating leads versus relying on referrals can influence how effective your business considers selected sales / marketing tactics to be. then adding anything over-and-above referrals to the lead generation mix may be neither necessary nor helpful. 5 = “Extremely Effective Mean Effectiveness Of Tactics.

7% 0% 2.com & Wellesley Hills Group. 6% 20% or more. Continued on next page © 2007 RainToday.5% of revenue. Sales & Marketing Budget As A Percent Of Annual Revenue 5% to < 10% of revenue. LLC 31 . as applicable.What’s Working In Lead Generation Sales & Marketing Budgets In Professional Services What’s considered “in the budget” “Sales and marketing budgets” in this study were considered to include: • Internal salaries for dedicated sales/marketing roles. as applicable. Budget as percentage of annual revenue The divisions are shown in the following chart. 25% 10% or more. • Outsourcing budgets for externally filled sales and marketing functions. 11% 15% to < 20% of revenue. 25% 10% to < 15% of revenue. 26% N = 1.039 What impact does your spending level have? Independent and small firms tend to spend larger percentages of their annual revenue on sales and marketing: • 34% of independents and 26% of small firms spend 10% or more of annual revenue on sales and marketing • 19% of medium firms and only 10% of large to very large firms spend 10% or more • Nearly 70% of the large to very large firms spend less than 5% of annual revenue on sales and marketing. • All other marketing and sales spending.5% to < 5% of revenue. 24% < 2.

5% 25% 36 28 30 22 0% Independent (N = 147) Small (N = 407) Medium (N = 101) Large / Very Large (N = 80) Continued on next page © 2007 RainToday.By Number Of Professionals In Firm 100% 13 7 75% To 20% To 15% 20% + 20% + To 20% To 15% 7 6 13 4 6 9 20% + To 20% To 15% To 10% 5 4 1 21 14 To 10% To 10% 26 % Respondents 28 20 50% To 5% To 5% To 5% 33 26 18 24 To 2. Independent = 1 professional only Small = 2 – 49 professionals Medium = 50 – 249 professionals Large / Very Large = 250+ professionals Sales & Marketing Budget As % Of Annual Revenue .What’s Working In Lead Generation Sales & Marketing Budgets In Professional Services. spending 10% or more of annual revenue can go hand in hand with achieving higher levels of revenue growth.com & Wellesley Hills Group. LLC 32 . Continued What impact does your spending level have? (continued) Meanwhile.5% To 2.5% To 2. See the following charts for a look at the impact of sales and marketing spending.

5% Revenue (N = 189) Budget = 2.5 to < 5% Revenue (N = 178) Budget = 5 to < 10% Revenue (N = 187) Budget = 10% or more Revenue (N = 181) 17% 18% 17% 13% 15% 10% 20% 17% 25% Spending levels by industry Several differences in spending levels for marketing and sales exist when comparing results by industry.com & Wellesley Hills Group.5% of annual revenue on marketing / sales: − 51% of Law Firms / Legal Services − 16-32% of all other industries. For instance: • Spending less than 2. Continued on next page © 2007 RainToday. Continued Past 2-Years Growth Profile By Sales & Marketing Budget Grew 50% + 43% Grew 10-49% 44% Grew <10% No Change / Decreased 50% 45% 40% Note: 36% of companies spending at least 10% of revenue on sales and marketing grew by 50% or more in the past 2 years. 36% 36% 35% % Respondents 30% 26% 25% 21% 20% 15% 10% 5% 0% Budget < 2. LLC 33 .What’s Working In Lead Generation Sales & Marketing Budgets In Professional Services. versus only 21-26% of 40% those spending less.

strategies. and offers evaluated in this study.com & Wellesley Hills Group.5% or more Rated “Not Very / Not At All Effective” • 41% of those spending less than 5% Sending emails to prospects via a 3rd party referrer • 22% of those spending 5% or more Making “warm” phone calls (to existing contacts) Rated “Extremely / Very Effective” • 57% of those spending 5% or more • 45% of those spending less than 5% Continued on next page © 2007 RainToday. That being said. Continued Spending levels by industry (continued) • Spending less than 5% of annual revenue on marketing / sales − 81% of Law Firms / Legal Services − 70% of Accounting / Tax / Payroll / Bookkeeping − 62% of Architecture / Engineering / Construction − 30-52% of other industries • Spending at least 15% of annual revenue on marketing / sales − 29% of Training / Executive Education / Coaching firms − 3-22% of other industries • Spending at least 20% of annual revenue on marketing / sales − 17% of Human Resources / Organizational Development Consulting − 13% of Training / Executive Education / Coaching − 11% of Marketing / PR / Advertising firms − 1-10% of other industries Spending levels and lead generation effectiveness We found no consistent pattern of how marketing / sales spending levels as a percentage of annual revenue might impact the usage or effectiveness of the lead generation tactics.5% • 48% of those spending 2. LLC 34 . ratings for the following methods did indicate certain trends.What’s Working In Lead Generation Sales & Marketing Budgets In Professional Services. including: EFFECTIVENESS Lead Generation Method Sending individual emails directly to prospects Trend (Base = Have Used Method) Rated “Extremely / Very Effective” • 33% of those spending 5% or more • 21% of those spending less than 5% Rated “Not Very / Not At All Effective” Sending mass emails directly to prospects • 65% of those spending less than 2.

Continued Spending levels and lead generation effectiveness (continued) Lead Generation Method Publishing company-authored content in our own online publications Search Engine Advertising Trend (Base = Have Used Method) “Don’t Know Effectiveness” • 39% of those spending less than 2.What’s Working In Lead Generation Sales & Marketing Budgets In Professional Services. LLC 35 .com & Wellesley Hills Group.5% • 20% of those spending 2.5% or more Rated “Extremely / Very Effective” • 30% of those spending 15% or more • 13% of those spending less than 15% Offer: Case study on issues in our clients’ fields Rated “Extremely Effective” • 14% of those spending 5% or more • 3% of those spending less than 5% © 2007 RainToday.

In fact.com & Wellesley Hills Group. LLC 36 . as illustrated in the following chart. 12% No Change. 6% 5-9.” So… did they grow? Growth of professional services firms Roughly 84% of the professional services companies responding have grown their annual revenue over the past 2 years. 2% 100 or more. Continued on next page © 2007 RainToday. a few respondents succinctly characterized their current situation as “grow or die. 4% 10 or more. 10% 10-24. N = 735 “Decreased By” Percent (6% Total) less than 10. 10% less than 5.What’s Working In Lead Generation Growth in Annual Revenue Over Last Two Years Have you grown? Growth is an important part of setting the stage to talk about lead generation. For growth profile by industry. 14% “Grew By” Percent (84% Total) Growth and lead generation ability Companies which grew 50% or more in the past 2 years were twice as likely as those with lower levels of growth to rate their lead generation ability as “Excellent” or “Good”. 15% 50-99. see the “Overview of the Analysis By Industry” section on page 120. 27% 25-49.

Continued Ability To Generate Leads .58 13 Grew <10% (N = 119) Mean = 2. Continued on next page © 2007 RainToday.32 15 Poor (1) No Change / Decreased (N = 117) Mean = 2. both offer similar help to clients. both have similar levels of innovation in their offerings. One of the firms has “figured out” lead generation for their services and the other very similar firm hasn’t.What’s Working In Lead Generation Growth in Annual Revenue Over Last Two Years. Both have very good service delivery. or is offering a service that is generally not (or no longer) attractive to the market at large. It’s reasonable to postulate that the firm that has figured out lead generation will grow significantly more than the other. LLC 37 . (And our field research bears out this analysis as well).70 5 17 29 34 48 43 Excellent (4) Good (3) 56 48 Fair (2) 35 8 Grew 10-49% (N = 300) Mean = 2.com & Wellesley Hills Group. they may rate themselves as “poor” at lead generation. However.By Revenue Growth In Past 2 Years 100% 9 90% 80% 70% % Respondents 60% 50% 40% 30% 32 20% 10% 8 0% Grew 50% + (N = 199) Mean = 2. consider the possibility that a service firm simply has not innovated.15 Commentary: Are all things equal? Consider two services firms offering similar services. no matter what they do for lead generation they can’t get the phone to ring. When.

com & Wellesley Hills Group. lesser-known companies have seen the most dramatic growth rate category: 100% or more of annual revenue. Among the “very well known” companies. No matter what this firm does for lead generation.What’s Working In Lead Generation Growth in Annual Revenue Over Last Two Years. © 2007 RainToday. the bigger (in your space) you tend to be. while 19% of the “not very well known companies” have more than doubled their annual revenue. This is not entirely surprising as the better known you are. Thus they rate themselves as “excellent” at lead generation. figure out lead generation and you’ll likely be able to grow your services faster than those companies similar to you that haven’t. Takeaway: Don’t forget that the “hot service” or “not a hot service” factor might have a hand in your lead generation and growth success. All things being equal. consider the possibility that another service firm offers an extremely attractive or trendy service to purchase. only 6% have seen growth of 100% or more in the past two years. LLC 38 . In the past two years. High growth in lesser-known companies There’s a reason people like to cheer for the underdog: they have so much more to gain. Continued Commentary: Are all things equal? (continued) On the other hand. and thus the more difficult it is to double your size in a year. it seems to work great.

with nearly one-third whose clients are nationally defined. respondent companies reported market reach ranging from local to international. Where do your communications have to reach to? Client Base Local Regional National International Defined As: Primarily in-city and surrounding area Stretching across several states or comparable area Across one country Across multiple countries Market reach of companies Representing the rich variety of perspectives in this report.com & Wellesley Hills Group. (N = 735) International 23% Local 23% National 31% Regional 23% Continued on next page © 2007 RainToday.What’s Working In Lead Generation Geographic Reach of Client Base Where are your clients? The location of your clients may influence your company’s choices about lead generation tactics and strategies. LLC 39 .

to the 95% confidence level.com & Wellesley Hills Group.What’s Working In Lead Generation Geographic Reach of Client Base. Continued Current Approach To Getting New Business . LLC 40 . © 2007 RainToday.By Geography Of Client Base 50% Local / Regional (N = 337) National / International (N = 386) 40% 38% 38% 35% 27% 25% 22% 0% Mostly Lead Generation Half Lead Generation / Half Referrals Mostly Referrals Circles indicate a significant difference.

engineers. etc.What’s Working In Lead Generation How Companies Are Going About Lead Generation Who’s Expected To Generate Leads Who’s on first? Most of us are practicing professionals. people to manage. Managing Director. technical professionals. Professionals: Consultants. or others who are also likely to do the work once it’s confirmed Professional Marketing Staff: Dedicated to marketing Professional Selling Staff: Dedicated to business development and selling VP-level Selling Staff VP-level Marketing Staff Everyone in the company Me / I am responsible Other % Respondents (N = 897) 79 53 34 32 16 16 2 1 2 Continued on next page © 2007 RainToday.com & Wellesley Hills Group. The leadgenerators People Expected To Generate Leads Leaders of the firm: CEO. accountants. with billable work on our plate. the buck doesn’t stop there. and limited time to commit to anything else. President. LLC 41 . Here are the people charged with lead generation in the respondent professional services companies. Principal. However. deals to close.

LLC 42 . at a 95% confidence level Commentary: Effect of culture on reputation reach Service businesses with strong marketing cultures tend to expect involvement in lead generation by more people than those without strong marketing cultures.” Who In The Company Is Expected To Generate Leads . and selling) leads to more messages getting out to the marketplace. companies become well known. Continued Impact of reputation reach A greater percentage of the “very well known companies” involves professionals.By Reputation Reach In Target Market 100 Very Well Known Companies (N = 221) 83 75 % Respondents 75 Not Very Well Known Companies (N = 514) ▲ 65 ▲ 50 46 46 ▲ 26 25 39 ▲ 27 19 16 20 ▲ 13 0 Leaders of the firm Professionals Professional Marketing Staff Professional Selling Staff VP-level Selling Staff VP-level Marketing Staff ▲ = A statistically significant difference. Continued on next page © 2007 RainToday. VP-level and other marketing staff. and professional selling staff in lead generation for the company. When more people are involved in getting the word out. It’s reasonable to assume that getting more people involved in lead generation (and marketing in general. compared with those “not very well known.com & Wellesley Hills Group.What’s Working In Lead Generation Who’s Expected To Generate Leads.

at the 95% confidence level. industry buzz. consultants.5% of revenue (N = 243) 2. This points to one of the fundamental scenarios of investment and payoff in lead generation: • Lead generation takes time. much of the lead generation responsibility falls to professionals also responsible for delivering the work. Commentary: Time is but the stream I go a-fishin’ in… One of the toughest challenges of generating leads is the feeling of not having enough time. LLC 43 . Takeaway: Energy and enthusiasm go a long way.com & Wellesley Hills Group. Continued on next page © 2007 RainToday. planning. and skills often present in a marketing or sales professional.5 to < 5% of revenue (N = 217) 5 to < 10% of revenue (N = 225) 10% or more of revenue (N = 212) % Expecting Firm Professionals To Generate New Leads 51% 59% 58% 42% Bolded. • Hiring marketing or sales professionals. Continued Commentary: Effect of culture on reputation reach (continued) Other factors besides having a marketing culture such as marketing activities. But the energy expended in marketing and lead generation every day by the staff at lead-generation-focused companies is certainly one of them.What’s Working In Lead Generation Who’s Expected To Generate Leads. Responsibility by sales / marketing budget Not all jobs are created equal: the professionals in firms spending less on marketing and sales are more likely than those spending more to be held accountable for generating new leads for the business: Marketing / Sales Spending Level Less than 2. • Without sufficient marketing and sales support. • Billable professionals charged with generating leads tend to feel squeezed between billing what they should. and time a company has existed affect how well known a company is. underlined number indicates a significant difference. or services firms requires investment. and filling their pipelines for new business down the road.

Making the investment to either hire or outsource lead generation support is one way to get there. Takeaway: Time and resources are limited.What’s Working In Lead Generation Who’s Expected To Generate Leads. © 2007 RainToday. LLC 44 . The success of a services firm relies on its talented professionals’ time being put to the best use for the sake of the company.com & Wellesley Hills Group. Continued Commentary: Time is but the stream I go a-fishin’ in… (continued) Hiring or contracting with people to help specifically with lead generation doesn’t mean your professionals should be off the hook… but it can help make your lead generation efforts more efficient. But we find time and resources or make time and allocate resources for what’s important.

N = 390 – 405 Typical Lead Quality. LLC 45 .com & Wellesley Hills Group. “needs nurturing”. or “disqualified.” Typical lead quality This chart illustrates the general pattern of lead quality for the companies. Among All Leads Generated By Respondent Companies 80% + 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 1-9% 0% 80% + 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 1-9% 0% 80% + 70-79% 60-69% 50-59% 40-49% 30-39% 20-29% 10-19% 1-9% 0% 0 5 10 15 20 25 % Leads Considered Sales-Ready (N = 390) Mean Average = 25% of leads % Leads Requiring Further Nurturing (N = 390) Mean Average = 50% of leads % Leads Disqualified (N = 405) Mean Average = 25% of leads 30 % Respondents Continued on next page © 2007 RainToday.What’s Working In Lead Generation Typical Lead Quality Inspecting the pipeline We asked participants to report what percentage of their leads typically arrive as “sales ready”.

0 – 29.5% By industry On average. while others see higher percentages of leads being disqualified and requiring further nurturing.1% 52. Continued on next page © 2007 RainToday. with N = 10-26. The picture changes slightly when seen by industry – particularly for Architecture. and Poor 18.0% Financial. Advertising Human Resources and Organizational Development Consulting Management Consulting Training. & Advertising. PR.2% Good. Executive Education. Real Estate Architecture. Average % Leads Generated. what percentage typically: Industry* …is salesready? …requires further nurturing? …is disqualified from the sales process? 24. Coaching IT Services and Consulting 31.1% 53.3 – 53. Continued Being “Excellent” means higherquality leads On average.2% 23. & Construction.8% 44. Architecture. Bookkeeping Marketing.4% 31. on average).5% 22.8% 30.0% 48.8% 27.0% 20. PR. the “Excellent” lead generators report higher percentages of “sales-ready” leads.8% 58. Management Consulting.6% 27. Engineering. two thirds of all qualified leads need nurturing before they are ready to buy.2% Bolded.0% 21. LLC 46 .4% 47.com & Wellesley Hills Group. Engineering.4% 20. at the 95% confidence level.0% 40.6% 53. By industry mean.7% 41.2% 49.5% 28. Engineering.9% 16.0% 52. Qualified As: Status Sales-Ready Requires Further Nurturing Disqualified Excellent 38. * For this measure the industries of Marketing.6% 23.2% 20. Tax. All other industry results for this measure indicate trends only. and IT Services & Consulting had statistically valid response bases > 30. Insurance.5 . on average) and IT Services and Consulting companies (lower proportions of “sales-ready” leads.29. Construction companies (higher proportions of “sales-ready” leads. Payroll. Construction Law Firms / Legal Services Accounting. Fair. underlined numbers indicate a significant difference versus other industries.6% 24.What’s Working In Lead Generation Typical Lead Quality.8% 36.8% 22.0% 20.9% 26.

internal staff). This is less a matter of lead generation. 3 A BtoB Magazine article April 14. 3 In our experience. a competitor of yours.com & Wellesley Hills Group.What’s Working In Lead Generation Typical Lead Quality. you are likely missing out on 2/3 of your new business opportunities. not followed up upon. If your company is one of the many that are poor at staying on leads that are not sales-ready when they present themselves. © 2007 RainToday. and notoriously bad at staying on leads that need further nurturing. 2003 cited an estimated by the Yankee Group that between 40% and 80% of new business leads are lost. • Getting the issues you can help them with to the tops of their to-do lists. professional service businesses are better at staying on sales-ready leads. or otherwise mishandled due to poor company processes.g. LLC 47 . and more a matter of the systems and processes you have in place for lead nurturing: • Continuing to stay “top of mind” with prospects who will eventually buy and who are hoping to solve their problems with someone’s help (e. Takeaway: Nurture the leads you have. your help. Continued Commentary: Takeaway about average lead quality Many companies let the leads they work so hard to generate drop out of their pipeline.

2 = Somewhat Weak.com & Wellesley Hills Group. other general characteristics) • The actual titles of decision makers within the target organizations • The actual names of the organizations you should target • The actual names of decision makers within the target organizations Target market knowledge Participants rated their knowledge to be: 5 = Extremely Strong.What’s Working In Lead Generation Knowledge Of Target Markets Knowing what you don’t know… We asked: How well does your company know whom it should be targeting for its services. 4 = Somewhat Strong. size. 1 = Extremely Weak % Rating Target Market Knowledge As "Extremely" or "Somewhat Strong" 100 75 77 58 50 55 25 30 0 General Profile Titles Of Decision Makers Names Of Organizations Names Of Decision Makers Aspect Of Target Market Knowledge Continued on next page © 2007 RainToday. geography. 3 = Neither Strong Nor Weak. in terms of: • The general profile of your target market (best industry. LLC 48 .

com & Wellesley Hills Group.On every measure. Takeaway: Know your market."Excellent" group knowledge is stronger than "Good" group . looking at target market knowledge by the companies’ self-reported ability to generate leads takes us a step further in underscoring just how important it is to know your target market well.Titles of decision makers . Continued By ability to generate leads While the chart above showing “total” responses is helpful to see the overall trend in professional services. © 2007 RainToday.What’s Working In Lead Generation Knowledge Of Target Markets. the mean average level of knowledge was significantly stronger for the "Excellent" group than for the "Good" group Commentary: The more you know… There’s a direct correlation – in our data and in our experience – between companies that know exactly who they target and how well they can generate leads. LLC 49 . % Rating Target Market Knowledge As "Extremely" or "Somewhat Strong" .By Overall Ability To Generate Leads 100 95 89 78 68 50 55 63 54 44 37 73 65 51 39 21 13 % Of Respondents 75 Excellent At Generating Leads Good At Generating Leads Fair At Generating Leads Poor At Generating Leads 25 31 0 General Profile Titles Of Decision Makers Names Of Organizations Names Of Decision Makers Aspect Of Target Market Knowledge Significant Differences Of Interest: .

56 % "Extremely Challenging" (5) % "Very Challenging" (4) 14 35 Tier 1 49% 3. tactic. 2 = Not Very Challenging. and finding “what works” top the list of challenges.72 5 12 Tier 3 17% 2. For each factor. 3 = Somewhat Challenging. 5 = Extremely Challenging.33 8 29 37% 3. 4 = Very Challenging. % Of Respondents 0 Having time to generate leads Having enough people / the right people to generate leads Finding a strategy. or offer that works well for us Implementing our plan (even when we agree upon it) Knowing how to measure our lead generation success Having appropriate skills and knowledge among people charged with generating leads 19 25 35 50 75 Top2 Box 54% Mean 3.95 Agreeing on which action to take 4 Gaining support from company leaders for lead generation activities Coordinating efforts between marketing and selling groups 17 21% 2.99 7 26 33% 2. Consider the challenges your company faces in trying to generate leads for its services.28 5 11 16% 2. LLC 50 .40 13 32 45% 3.What’s Working In Lead Generation Lead Generation Challenges Faced By Professional Services Obstacles to generating leads In order to improve your chances of lead generation success. people-power.15 9 28 37% 3. 1 = Not At All Challenging Challenges Time.04 9 27 Tier 2 36% 3. you first have to know what challenges you’re up against. please indicate how challenging it is to your company’s lead generation efforts.com & Wellesley Hills Group.40 Continued on next page © 2007 RainToday.09 Funding lead generation activities Gaining participation from professionals / practitioners 10 23 33% 2.

companies that don’t have either time or enough people to generate leads don’t really have the support of company leaders. we looked at significant differences between these groups based on how they rated their overall ability to generate leads. Continued By ability to generate leads To see what might really separate the “Excellent” lead generating companies from the “Good”. By Ability To Generate Leads” on page 49 for detail. do not have a good handle on whom they are targeting. • Implementation requires leadership. note the largest difference between these groups’ mean challenge levels. “Fair”.” Why can’t service firms get done what they intend to do? Again. Commentary: Takeaways from lead generation challenges Lessons In The Challenges • Leadership support means more than a pat on the back. the “Good”.whillsgroup.cfm. leaders make this happen. read Git ‘R Done: Executing Your Lead Generation Plan at http://www. tactic.com/gitrdone. Generating leads takes time. “Gaining support from company leaders for lead generation activities” is one of the least problematic lead generation challenges. or offer that works for us. At the same time. (Or they’re just not effective leaders and managers. In particular. and money. Reference: See chart “Percent Rating Target Market Knowledge As Extremely Or Somewhat Strong. “Fair”. they’re not really supporting the activity. by and large. given that the less-than-excellent companies at lead generation. LLC 51 . One of the challenges often cited was “Implementing lead generation plans. the top two challenges are “Having enough time to generate leads.com & Wellesley Hills Group. people. and “Poor” lead generating companies.” In our experience.” and “Having enough people or the right people to generate leads. even for “Excellent” versus “Good”: Finding a strategy. The chart on the following page illustrates how. If they don’t make it happen. across the board. Note the stark difference between “finding a strategy / tactic / offer that works for us” in companies that are “Excellent” at generating leads versus those that are not. and “Poor” lead generators are challenged more by the issues discussed in this section than are the “Excellent” lead generators.What’s Working In Lead Generation Lead Generation Challenges Faced By Professional Services. This is not surprising.) • Finding your tactic requires knowing your market. 4 For insight into professional service firms’ inability to implement their own plans. At professional service businesses. 4 © 2007 RainToday. the answer is one of leadership.

11 . 3. What’s Working In Lead Generation Having time to generate leads 52 .0 Not At All Challenging Lead Generation Challenges Faced By Professional Services.0 Very Challenging LARGEST DIFFERENCE: Finding a strategy / tactic / offer that works for us .0 Somewhat Challenging 2.5 4."Fair" mean rating = 3.14 With the exception of Coordinating efforts between marketing and selling groups."Good" mean rating = 3."Poor" mean rating = 4.06 .Mean Ratings Of Challenges To Company Lead Generation .5 2. all the issues shown here are rated to be significantly more challenging for respondent companies who consider themselves "Good" at lead generation. versus those who say they are "Excellent".0 Not Very Challenging 1. LLC Implementing Knowing Enough Finding our plan people / how to strategy / right tactic / offer (even when measure we agree people to that works our upon it) generate success for us leads Gaining Funding Agreeing Having participation on which lead appropriate from generation action to skills / knowledge activities professionals / take practitioners Gaining support from company leaders for lead gen activities Coordinating efforts between marketing and selling groups 3.5 1.com & Wellesley Hills Group."Excellent" mean rating = 2.0 Extremely Challenging 4.62 .5 © 2007 RainToday. Sorted According To "Total" Results Good At Generating Leads Fair At Generating Leads Poor At Generating Leads Continued Excellent At Generating Leads 5.By Overall Ability To Generate Leads.

LLC 53 .What’s Working In Lead Generation BEST LEAD GENERATION TACTICS.com & Wellesley Hills Group. STRATEGIES. & OFFERS © 2007 RainToday.

Interestingly. and lead-generating offers your company has used. anything mentioned should be considered to be what’s topof-mind above all others for the person answering. or a particular combination that you’ve found to be the most reliable source of quality leads. In this case. tactic.com & Wellesley Hills Group. We received 1. or “aided”. Continued on next page © 2007 RainToday. In this case. if considered alone. they paint a more complete picture of lead generation tactic usage and effectiveness than either one would. respondents rate effectiveness for a wide range of options. resulting in a side-by-side comparison from most effective to least effective lead generation methods.428 volunteered responses from 591 participants. because they are volunteering what works for them. the results from the “unaided” and “aided” methods do not always match up. or offer.What’s Working In Lead Generation Top Ways To Generate Quality Leads Top Strategies For Generating Quality Leads Methodology Note: “Unaided” Versus “Aided” Exploration Of Tactics We explored which tactics and strategies professional services companies use and value in two different ways: 1) Asking respondents to name the top ways to generate quality leads and see what they mention – without any prompting. and indicate how effective each one has been in their company’s efforts. 2) Asking respondents to consider a list of predetermined tactics and strategies. ways to publicize and network. and placing them into the appropriate categories below. what have been the top three ways that have generated quality leads for your company’s services? These may be a single strategy. Taken together. LLC 54 . With this in mind. or “unaided”. Based on what you know about the source of your company’s leads in the past 2 years. What works the best? We asked: Consider the past 2 years of lead generation for your company: all of the ways to contact prospects. ways to establish brand and thought leadership. analyzing each response individually. we first explore the “unaided” top ways to generate quality leads mentioned by respondents.

priorities change. conferences. and interacting with prospects at events still reign. The following table highlights the main categories for “Top Ways” respondents mentioned among their best three go-to strategies for generating new leads for their services. LLC 55 . Client and partner referrals. these 5 strategies rise to the top of the list: 5 Most Common “#1 Top Ways” To Generate Quality Leads Client / partner referrals General referrals Cold calling / telephone prospecting Hosting / Attending / Speaking at events. but not substantially. tradeshows. N = 591 Respondents “Top Three Ways” To Generate Quality Leads Referrals • Client / Partner referrals (only): 34% • Non-Client / Partner referrals: 21% • Both types mentioned: 5% Hosting / Attending / Speaking at events. face to face contact % Respondents (N = 591) 22 16 13 11 8 When considering all of the top 3 ways to generate quality leads together. general referrals. cold calling / telephone prospecting. seminars Personal relationships / Direct. conferences. tradeshows. seminars Cold Calling / telephone prospecting • Cold-Calling (only): 19% − By an outside provider: 2% • Warm-Calling (only): 4% • Both: 1% Online marketing (Google Adwords.What’s Working In Lead Generation Top Strategies For Generating Quality Leads. Continued The top ways to generate quality leads When considering only the answers to what people consider their #1 top way to generate leads. website traffic. research) 60% 32% 23% 19% 17% 13% Continued on next page © 2007 RainToday.com & Wellesley Hills Group. speaking. SEO. webinars. website referrals) Networking Thought leadership (writing.

LLC 56 . face-to-face contact Partnering / professional associations / organizations Email marketing • (e)newsletter: 5% • General email marketing: 6% Direct mail marketing Repeat business with existing clients Advertising (offline) Pro Bono / volunteer work / charity Public Relations / Press Releases & Relationships Respond to RFP's Trial offers / free offers Other © 2007 RainToday. Continued N = 591 Respondents 13% 11% 11% 9% 4% 4% 2% 2% 2% 2% 5% “Top Three Ways” To Generate Quality Leads (Continued) Personal relationships / direct.com & Wellesley Hills Group.What’s Working In Lead Generation Top Strategies For Generating Quality Leads.

LLC 57 . and note when they have come from referrals. open. referring only those who are most qualified for our services. Payroll. personal relationships. We just keep doing what has worked for the past 40 years (although we are now a company of 2. ethical. but they have a much higher conversion rate. The basic theme in many of the referral-oriented comments is as you’d expect: do a good job with your current clients. they have come about via referrals from our current clients. but I think the real key to the high success rate is that existing clients automatically filter prospects. etc. In a recent survey 90% of our clients would give us referrals.What’s Working In Lead Generation Referral Building As A Top Tactic: Selected Commentary Referral building as a top tactic Many citing “Referrals” as a top tactic for generating quality leads also mention that 90-100% of their referral-based prospects become clients. But you have to follow-up on them or you lose credibility. network contacts. Here are a few representative comments on the popular strategy of encouraging referrals to bring in new business: Referrals – Selected Commentary Having clients say great things about us to other potential clients is invaluable. Therefore. Bookkeeping Planning Manager. Architecture / Engineering / Construction Principal / Partner.’ Our business rarely comes out of the blue.). Be honest. prospective clients must hear from a colleague that our methods do work. And ask for the referral. Management Consulting Principal / Partner. not 20!) Key to success: being able to perform locally 'everywhere'. Word of mouth. the credibility gained from the reference is important. We are a non-traditional management consulting firm. They have accounted for almost 80% of actual services sales. Referrals have always been the 'top way.com & Wellesley Hills Group. The key to success is to leave our clients very happy! We get fewer leads from referrals than from information products. Accounting. old boy network. Tax. VP / Director of Marketing. Many respondents know that these “warm” connections work have brought in business because their companies track leads carefully. We have no evidence and trust none. To make this strategy work our teammates need to remember to ask for referrals. This referral base in turn generated anywhere from 3-100% of their business in the past 2 years.have small offices in many places. Obviously. Architecture / Engineering / Construction Principal / Partner. several respondents warn that it takes consistency (monthly in-person communication) and time (a year or more) to develop the most effective referral relationships.000 people. We have not really tried any other method. and good at what you do. Management Consulting Continued on next page © 2007 RainToday. When working with outside referral sources (other professional service providers. According to our new clients obtained.

it limits the firm’s ability to generate more referrals. to ensure that the best professional contacts the lead.com & Wellesley Hills Group. newsletter. then you have to proactively ask for them. We just keep doing what has worked for the past 40 years (although we are now a company of 2. Continued Referrals – Selected Commentary (Continued) With referral sources from partner companies. and easier to sign on as a client. not 20!) I think the real key to the high success rate is that existing clients automatically filter prospects.What’s Working In Lead Generation Referral Building As A Top Tactic: Selected Commentary. CEO / President. Asking 'Does it make sense to market to this person?' Key to success: Sharing contacts across practices and throughout the firm. Referrals don’t happen out of thin air. referring only those who are most qualified for our services. even with referral generation. Exploiting existing contacts within the firm .000 people. Consulting VP / Director of Marketing. article or other reminder of how you are helping your clients. it’s easy to obtain consultative meetings. When this is the case. which is why firm leaders often have an inflated view of their ability to close new business when they begin to use other lead generation tactics.asking 'Does it make sense to market to this person?' Evidence it works: Business in the door. If you are going to use referrals as a basis for growing your business. newsletter. Many companies neglect to treat their referrals sources as valuable lead generation partners. Referrals tend to generate more sales ready leads than other tactics. Key to success: Must follow-up quarterly with referral source with a lunch. Waiting by the phone is not a strategy. generating referrals is the most mentioned way professional service businesses generate leads. to ensure that the best professional contacts the lead. Key to success: Sharing contacts across practices and throughout the firm. Law Firms / Legal Services Commentary: Looking deeper into referrals No surprise. Commentary Suggests that all professionals are responsible for generating leads. © 2007 RainToday. Key to success: Must follow-up quarterly with referral source with a lunch. How does this play out in the comments? Verbatim Comment To make this strategy work our teammates need to remember to ask for referrals. To produce referrals. Targeting is important. If you’re getting what you want from a referrals-only strategy (or any strategy) keep going. Many individuals and groups at professional services firms are quite protective and parochial about their contacts. some companies use tactics typically thought of as direct lead generation techniques. article or other reminder of how you are helping your clients. to convert referrals by introducing them to the most appropriate firm resources. LLC 58 .

research them before calling. I / my colleague is dealing with just such a situation that you may be able to help with. follow up. We can get 2 to 4 new clients each year this way. Health Care Services VP / Director of Marketing. that usually turn to repeat work clients.. don't waste their time.com & Wellesley Hills Group..when they work. Chief Marketing Officer. the more effective it becomes. follow up. Retained Executive Search Services Managing Director / Managing Partner. Management Consulting Principal / Partner. Human Resources / OD Consulting Principal / Partner... keep dialing. ask good questions.” It is how we have secured business year after year and we're over $400 million in sales and in business over 50 years. Law Firms / Legal Services CEO / President. 70% of correspondents are interested in our services. 75% of more than 250 meetings during the past 2 years have been generated this way. IT Services & Consulting CEO/President. “I'm glad you called.that is good. but gets to an audience blocked by spam filters. follow up. Keep going. keep good notes. they really work well. Marketing / PR / Advertising Field Director. AEC Services Principal / Partner. Cold calling is so rare in UK professional services that it's quite a pleasant surprise to many recipients. Human Resources / OD Consulting Tips for success How do you make cold calling and other telephone prospecting one of your firm’s top tactics for generating quality leads? The following advice comes straight from survey respondents who offered what works for them. Our biggest and most profitable customers have been acquired this way. Acts like the newsletter. LLC 59 .. Financial / Insurance / Real Estate Services Continued on next page © 2007 RainToday. Roughly 25% of new business is brought in this way. Chief Marketing Officer. The more tailored the call based on pre-call research. We often get the comment. LISTEN to their answers. Architecture / Engineering / Construction Services Chief Sales Officer.What’s Working In Lead Generation Cold Calling As A Top Tactic: Selected Commentary How firms know cold calling is effective For companies in which “cold calling and other telephone prospecting” is a top tactic for generating quality leads. Keys To Success With Cold Calling – Selected Commentary Be honest & to the point. and don't stop until you have a certain number of appointments.. measures of its effectiveness range from general results to specific measures and tracking of success. Evidence That Cold Calling Works – Selected Commentary Even though calls are frustrating at times. 30% response rate with a 10% first meeting rate.

So.has been hands down the most effective way to generate leads. Marketing / PR / Advertising Principal / Partner. Health Care Services VP / Director of Marketing. Marketing / PR / Advertising Principal / Partner. calling -proactively -. The key to making this approach work for us is devoting two full-time staff members (one has an engineering degree. and ask whether they'd be interested in seeing some additional information (white papers. Genuine interest in the customer / brand experience. IT Services / Consulting VP / Director of Marketing. not a sales message . Marketing / PR / Advertising VP / Director of Marketing. Our service is not something that a client thinks of getting and.com & Wellesley Hills Group. Defining the target audience. LLC 60 . Management Consulting Sales Training Manager. Management Consulting CEO / President.I say that I've seen their work. The majority of sales come from reps who have taken the prospect from start to finish over a long period of time. not just follow a script. and is able to hold real conversations. which is very different than the typical approach of MEP (Mechanical / Electrical / Plumbing) firms. being warm and courteous as opposed to cold and professional. Law Firms / Legal Services CEO / President. .What’s Working In Lead Generation Cold Calling As A Top Tactic: Selected Commentary. The key is to make it a professional inquiry. Experienced executive makes these calls. . and by a senior manager who can bring their industry experience to bear. But not for the faint-hearted! Repetition and tailoring of the offer. the other does not) to making calls and generating leads. Continued Keys To Success With Cold Calling – Selected Commentary (Continued) We attempt to find better data sources and help target our scripts to match the needs of the prospects. Architecture / Engineering / Construction Services VP / Director of Business Development. Training / Executive Education / Coaching Services Continued on next page © 2007 RainToday. Owners are often interested in how we can save them money as well as increased direct accountability for problems that often plague a building (HVAC issues). Activity is the key to start. We attempt to match our message to the department and responsibility level of our prospects. Management Consulting Marketing Manager. tell them briefly what I do. not giving up. Making lots of calls. often doesn't want to . not the service. etc. Retained Executive Search Services Chief Marketing Officer. capabilities statement. Needs a high quality individual who knows our business well. they want the results. VP / Director of Sales. The key is to ensure the call is always client business focused. [Targeting & Value Proposition]: We approach owners directly instead of going through an architect.).

VP / Director of Business Development. With E-Mail: E-mail sent out followed by call. With E-Mail: We call then send target-appropriate. Continued Hiring an outside provider for cold calling Several respondents who outsource their telephone prospecting offered advice on how to work well with an outside provider. Procurement & Telecommunications CEO / President. This has been very successful in the markets we have tried it in. industry-specific articles via email. That's our cold-call conversation opener. With Direct Mail & Follow-Up Calls: Contacting potential clients via telephone and talking with them about our service. VP / Director of Marketing. With Direct Mail: Cold Calling via phone preceded by letter. She is amazing.What’s Working In Lead Generation Cold Calling As A Top Tactic: Selected Commentary. Financial / Insurance / Real Estate Services Continued on next page © 2007 RainToday. Hiring An Outside Cold Calling Provider – Selected Commentary Need to outsource to a reputable agency that you can trust We have an expert cold caller that we outsource to.com & Wellesley Hills Group. The key is making it easy for her to do her job and filling the list pipeline. Marketing / PR / Advertising VP / Director of Marketing. Individual e-mails speaking to the target. Marketing / PR / Advertising Principal / Partner. Architecture / Engineering / Construction Services VP / Director of Business Development. Management Consulting Integration with other tactics Here are selected strategies respondents use to combine cold calling with another type of communication to generate leads: Cold Calling Combination Strategies – Selected Commentary With Conference Sponsorship: Appointment-setting services calling attendees of focused conferences for which we are a major sponsor. It brings in leads. not just the target group. We know it works because of the number of 'new logo' clients we have obtained through this process. LLC 61 . Marketing / PR / Advertising Principal / Partner. Architecture / Engineering / Construction Services Principal / Partner. we speak. and then we call them to set up a meeting. Dovetailed communication. and we have clients speaking. We get emails back saying great articles etc. The key is follow up! With eNewsletter: Regular e-newsletter. with targeted follow-ups to our hot-list of prospects that we see have opened the newsletter. Timeliness of the calling after the event is key. Then we send a targeted brochure.

no other tactic generates more “love it” or “hate it” reactions than cold calling. because the word hate seems so uncivilized. LLC 62 . Continued Commentary: Love it or hate it Reaction versus reality. Uncivilized or not.What’s Working In Lead Generation Cold Calling As A Top Tactic: Selected Commentary. In many cases you can you can be successful reaching your goals and still avoid doing things you don’t like. so we opted for more straightforward versus more pleasant.” don’t confuse that visceral response with “doesn’t work”.com & Wellesley Hills Group. Love: Typically few people love it because they enjoy doing it. They love it because it works predictably well. In our report. Hate: Many hate it because they hate doing it or they hate receiving cold calls. Thus they find ways to make it not work (so they won’t have to do it) or avoid the tactic because they haven’t been able to make it work. and in our field work. that’s the term that all of the dislikers use.) People do hate it. © 2007 RainToday. But if cold calling is one of those things you “don’t like. (Editor’s note: We were tempted to use the term “dislike” instead of “hate”. Takeaway: There are many ways to be successful in business.

It’s a defined period (easy to measure) and many of our highest revenue clients were found in this way. Direct leads from audience members have turned into business. a sponsor. Visits to corporate website after a trade show. Management Consulting Principal / Partner. Human Resources / Organizational Development Consulting Evidence That Sponsoring / Attending Works – Selected Commentary Comment Conference sponsorships and leveraging attendee list. they remember me. 80% of our business generated in this manner. Evidence That Speaking Works – Selected Commentary Comment Number of direct leads/clients tracked by speech. but when the need develops. IT Consulting & Services Continued on next page © 2007 RainToday. in its many forms. tradeshows. They may not need us when they hear me speak. In looking at the contacts made via these presentations we saw many of our new clients were among those contacted. or at least loyal fans. Almost all non-referred clients are gained via participation in events (seminars.com & Wellesley Hills Group.) as presenters. IT Consulting & Services CEO / President. & Speaking At In-Person Events As A Top Tactic: Selected Commentary How firms know it’s effective As one of the most frequently mentioned “#1 Top Way” to generate quality leads. Here are a select group of comments from respondents about why they know this lead generation strategy works. LLC 63 . conferences. From CEO / President. or a guest speaker – can be a rich source of new relationships that turn into clients. etc. or teacher. From VP / Director of Marketing. Architecture / Engineering / Construction Principal / Partner. resulting in warm call to sell services. panel participants. interacting with prospective clients through an in-person event – whether you’re the host. Speakers are accorded guru-status. Businesses purchase based on perceived need.What’s Working In Lead Generation Hosting. both short-term and long-term. Management Consulting CEO / President. an attendee. Marketing / PR / Advertising President / CEO. Attending. Law Firms / Legal Services Marketing Manager. #1 way is technical staff presenting at various conferences and for various other firms. featured speaker.

Environmental AEC Continued on next page © 2007 RainToday. Bookkeeping Tips for success How do you go about making this a successful strategy for your firm? Respondents who mentioned in-person events as a top tactic provided their advice. From CEO / President. Continued Evidence That Conducting Seminars Works – Selected Commentary Comment These always produce leads. as a function of who says 'Yes' to a follow-up meeting and then as a function of those who do that who become a client. The key in making this successful was the initial dedication from the technical staff and financially. Setting aside time to network or participate in formal and informal Q&A sessions at such events. Architecture / Engineering / Construction Founder / Owner. From CEO / President. Focus on delivering real useful information that attendees can immediately apply to their business Presenting new knowledge and useful information.com & Wellesley Hills Group. Having a solid topic of relevance and delivering a killer speech. Carefully targeting conferences where key clients and contacts will be in attendance. Payroll. Attending. Marketing / PR / Advertising Principal / Partner. Tax. Marketing / PR / Advertising Principal / Partner. The billable hours did go down for those presenters but we see that long-term the financial investment will be made up. Law Firms / Legal Services Marketing Manager.What’s Working In Lead Generation Hosting. mailing lists and almost always new paying clients. At least one client results from each seminar with key industry and CEO groups. Accounting. Management Consulting VP / Director of Marketing. Management Consulting CEO / President. & Speaking At In-Person Events As A Top Tactic: Selected Commentary. Management Consulting VP / Director of Marketing.first. Here are selected comments from this group. We hold a 90 minute “Executive Briefings” workshop each month on a topic related to the outcome we offer our clients. Keys To Success With Speaking – Selected Commentary Comment Agreeing to speak in front of the right audience. We typically get a high (50% or better) rate of conversion from these -. Marketing / PR / Advertising CEO / President. Live seminar guests convert to clients about 30% of the time. LLC 64 .

com & Wellesley Hills Group. We work very hard on creating the compelling and interesting messages with stories. Continued Keys To Success With Speaking – Selected Commentary (Continued) Comment When the presentation includes a case study that is relevant and the audience includes buyers who are at the conference looking for solutions. and share our value proposition. Speak passionately and from the heart. Display with a booth or attend and walk the floor meeting potential customers at their booths. Attending. and ensure the issues you talk about are relevant and current so they associate you with fixing the problem. Following up on all leads immediately after the show ends (next day or early part of following week). LLC 65 . The key is that you get in front of them. informative and entertaining. Financial / Insurance / Real Estate Services Account Manager. Human Resources / Organizational Development Consulting Keys To Success When Sponsoring / Exhibiting / Attending – Selected Commentary Comment Leaders of company are present and can walk the talk with visitors to the booth. Speak at cutting-edge professional conferences which are very well managed and publicized internationally in English-speaking countries. get credibility through your expertise. From CEO / President. The key is active participation and familiarity with regular participants. Marketing / PR / Advertising Principal / Partner. Training / Executive Education / Coaching in UK Managing Director / Managing Partner. Need competent people at show and good sales follow up with a matter of days From Principal / Partner. We measure client sales directly on the day and post event. because they result in a unique kind of credibility. Training / Executive Education / Coaching CEO / President.What’s Working In Lead Generation Hosting. Key to success is to establish relationships. Even presentations as dry as statistical monitoring can be entertaining. Also the material is re-usable so good ROI unlike time put into sales calls. Keep the topics timely. build trust. & Speaking At In-Person Events As A Top Tactic: Selected Commentary. the sales cycle can be accelerated. Marketing / PR / Advertising President / CEO. IT Consulting & Services Continued on next page © 2007 RainToday. IT Consulting & Services VP / Director of Business Development. Recruiting & Business Brokerage VP / Director of Marketing.

then engage them monthly with information of value. We generate 3-10 solid leads per small event (25-40 attendees) and up to 50 for larger (200+ attendee) events. Training / Executive Education / Coaching Combining with other tactics & offers Several respondents mentioned using a combination of tactics to generate leads from in-person events: In-Person Event Combination Strategies – Selected Commentary With Online Community-Building: Build an online community of prospects. LLC 66 . & Speaking At In-Person Events As A Top Tactic: Selected Commentary. Key to success: Pre-conference phone call to registrants and followup complimentary 1/2 hour consultation. Management Consulting CEO / President.com & Wellesley Hills Group. Management Consulting CEO / President. Use aggressive follow up system including phone calls and emails after event. I've spent 20 years building consulting firms this way. With Multiple Tactics Before & Offer After In-person seminars. attendees invited by direct mail. Take cards from attendees and follow-up. Accounting / Tax / Payroll / Bookkeeping Continued on next page © 2007 RainToday. CEO / President. Continued Keys To Success When Conducting Seminars – Selected Commentary Comment The key to success is targeting audiences made up of decision-makers rather than well-meaning middle management folks. Consistent quality and tailored programming using accelerated learning techniques that build new skills in a specific. Offer '1 to many' seminars/workshops that enable prospects to experience your service in an efficient (for you) and non-threatening (for them) environment. Holding live paid seminars for my prospects.not very common today! With Additional Offers & Referral Requests: Speaking for groups that contain our target audience combined with a specific offer for a follow-up free consultation and the feedback card asking for referrals for clients and speaking engagements. Have sold 3 of them! The web has made the building of the community a lot less risky and costly but the rest is well-trodden ground Key to success: A 100% commitment to marketing-driven lead generation from the firm leaders . From CEO / President. Marketing / PR / Advertising CEO / President. free consult. Marketing / PR / Advertising CEO / President. observable and measurable manner.What’s Working In Lead Generation Hosting. and following up until something happens or you are told that nothing will happen. Attending. I tried free seminars. We have experienced extremely good conversion to clients from the attendees. email newsletter signup. but prospects don't value free. etc.

Events can be a powerful part of your lead generation engine. Attending. through associations. Continued In-Person Event Combination Strategies – Selected Commentary (Continued) With Networking Focus: Sponsor monthly networking luncheon (President's Club). conference. & Speaking At In-Person Events As A Top Tactic: Selected Commentary.com & Wellesley Hills Group. however. Evidence it works: % of revenue data. Marketing / PR / Advertising Commentary: Avoid a deadly event mistake Marketing mix for generating event attendance. People receive our newsletter.com’s How Clients Buy: The Benchmark Report on Marketing and Selling Professional Services from the Client Perspective benchmark report. that you avoid a common (and heartbreaking) event mistake: low event attendance. and it’s not spam and they appreciate our content. With Association Membership: Key to success: positioning ourselves. In RainToday. To minimize your chances of a failed event. as an expert resource for the audience. and get business card info from a drawing. Key to success: Keep number of attendees in the 6-10 range and follow up within 2-3 days. CEO / President. With eNewsletter: We sponsor professional organization events. The key to success: Providing excellent content. LLC 67 . and other direct marketing efforts). Key to success: Dedication of time by sales rep. and being able to hit prospects with multiple messages in different media (newsletter. Management Consulting CMO. It is helpful since we can describe our approach on a monthly basis. With Association Membership / Administration & Multiple Tactics: Speaking at conferences where a sales rep is also a board member for this association. so we can add these individuals to our enewsletter. and articles are published in their newsletter. Make sure. we asked professional services clients who indicated they have found professional services providers by attending their events. “In what ways do you learn about the event?” Continued on next page © 2007 RainToday. you should understand and utilize what marketing tactics can generate event attendance.What’s Working In Lead Generation Hosting. Training / Executive Education / Coaching Principal / Partner. Financial / Insurance / Real Estate Services Principal / Partner.

Continued Commentary: Avoid a deadly event mistake (continued) The top ways they told us they find out about in-person events were: 1. Invitation or brochure sent to you by mail (74%) Referral by a colleague (61%) Email sent by provider (57%) Email sent by 3rd party (39%) Invitation by telephone (33%) Also mentioned: newspaper or magazine advertisement (29%). online advertisement (24%). & Speaking At In-Person Events As A Top Tactic: Selected Commentary. © 2007 RainToday. during. and event sponsorship run a series of marketing activities before.What’s Working In Lead Generation Hosting. and web search (17%). Takeaway: Events are not just an isolated part of the marketing mix… they require their own marketing mix to generate success. event attendance.com & Wellesley Hills Group. Attending. 2. LLC 68 . 4. 5. professional services firms who get the most out of speeches. Even if you’re not running your own seminars. 3. and after the events to get the most out of them.

Keys to success: Good ads. even today as more and more companies go online as an extension of their marketplace. Also. Evidence it works: Sales results based on custom landing pages. Keys to success: Continually sustain and refresh web visibility and website content. Marketing / PR / Advertising CEO / President. Evidence it works: We generate significantly more leads using this method vs. Key to success: Constantly reviewing search words.. (this hasn't worked well in the last year. With Automated & Individual Emails: We capture data on each individual who visits our website and fills out a profile. Human Resources / Organizational Development Consulting Principal / Partner.com & Wellesley Hills Group. IT Consulting & Services Chief Sales Officer. Evidence it works: we track how many we get each month. General Website Leads – Selected Commentary Helpful how-to content on our web site that established our credibility and transformed a cold lead into a warm lead. LLC 69 . IT Consulting © 2007 RainToday.What’s Working In Lead Generation Online Marketing As A Top Tactic: Selected Commentary Online marketing Online marketing is perhaps one of the foggier areas for professional services companies. Evidence it works: Successful engagements with clients around the world who came to us through the Web. Keyword tactics on Google. Then we have two courses of action. An automated follow up e-mail with a specific offer and call to action. Law Firms / Legal Services CEO / President.refining it every day. Marketing / PR / Advertising VP / Director of Sales... They often write back and then a phone dialog often begins. any other by a long shot. Key to success: Excellent content pitched at the right level of job responsibility and technical detail. But some companies are making it work. but used to be extremely effective). Management Consulting Principal / Partner. Principal / Partner. Key to success: focus on optimization and finding creative ways to get on the top of search lists.. Training / Executive Education / Coaching Search Engine Optimization and Advertising – Selected Commentary Evidence it works: Most customers claimed they found us through our website. The key is constantly working it. Optimizing web page to get people to request services from us. Marketing / PR / Advertising CEO / President. CEO / President. what the quality is and what the conversion ratios are. we send a personalized e-mail according to the activity they had with our web site. IT Consulting & Services CEO / President. Evidence it works: Other approaches haven't generated but a 1/5 of the leads we get from Google.we track pretty religiously. along with optimizing web page to ensure we lead people down the right path. The comments below should spark some ideas about both tracking and achieving success from online marketing tactics.

IT Consulting & Services Principal / Partner. not just writing it. something to further engage. Need to continue to publish to keep names out there and content fresh. Managing Director / Managing Partner. The key is persistence -. combinations of those tactics. Learning how to identify those who aren't prospects has saved us a huge amount of time and effort. It encourages them to ‘stay in touch’ by signing up for our tools and resources page. Management Consulting CEO / President. Networking – Selected Commentary With Direct Mail: We send a quirky personalized postcard to people we meet at networking events who could be our target market or know others who are. Evidence it works: clients specifically citing principal as an expert and referring to the book in conversations with their team or peers. Management Consulting Continued on next page © 2007 RainToday. always follow up promptly afterward with email. The key to making it successful is to have the right conversation with them when you meet them – i. and the keys to success for making these tactics effective. Publishing articles. evidence they work for firms.you gotta' crank 'em out. how can you help them find what they need – and then act upon it the following day – so many people don’t follow up after networking events. We have grown our database immensely through this channel and measure it by the way they sign in.com & Wellesley Hills Group. Evidence: leads that come in door from people who've read my work. Networking in the right circles. Principal / Partner.e. One of our founders is an author of a book. we’ve selected several more examples of top tactics. Management Consulting CEO / President. and stimulates recall. Key to success: Getting out to new groups. invite for coffee. We had to learn how to have a beginning dialogue with an individual to understand if they could be a good prospect or not. Key to success: Always seeking to be a trusted advisor to the client. always carry biz cards everywhere. Marketing / PR / Advertising Managing Director / Managing Partner. LLC 70 . Architecture / Engineering / Construction Thought Leadership Activities – Selected Commentary Book authored by managing principal. 85% business originated as a result of direct contacts or introduction through network contacts. Marketing / PR / Advertising Principal / Partner. We get many 'bluebird' calls and opportunities to present in high-profile forums as a result. Key to success: marketing the book. not just going to the same events seeing the same faces. Personal relationships are key to selling in a market where 5 customers control 80% of our business. Networking with our Top 5 customers on regular basis.What’s Working In Lead Generation Other Top Tactics: Selected Commentary Other Top Tactics & Combination Strategies From the long list of respondent tactics and advice.

Principal / Partner. Training / Executive Education / Coaching eNewsletters – Selected Commentary Newsletter .not a sham to get leads. Key to success: Good data. Mailed out 2.What’s Working In Lead Generation Other Top Tactics: Selected Commentary. article and reputation that shows that we can drive home exceptional results using it for our clients. high participation rates. with an average close rate of 70% of these prospects Creates conversation and awareness Monthly eNewsletter Good relevant rich content on best practice and tips and tricks Top lead generator over the last 2 years Follow up calls from inside sales from click throughs and downloads to arrange meetings and web demo's Principal / Partner. Quality and variety of 'copy' has been important Direct mail of fulfillment brochure. which saves everyone time. This has been our main source of new leads but the follow up call has been crucial. I developed it for a talk I gave early this year but it has taken on a life of its own as people forward the link to each other.500 pieces to top decision makes which generated over $175. LLC 71 . CEO / President. co-sponsors with special expertise.4 sales ready leads per month. Key to success: Identifying/aligning with the 'right' firms.com & Wellesley Hills Group.published articles . I consider this the most successful because it has won top-paying clients who are the best fit for me. #1 = viral marketing. Evidence it works: RFPs from participants. Becoming the absolute best authority in a self-developed breakthrough point of view and producing the book. Accounting / Tax / Payroll / Bookkeeping CEO / President. Management Consulting CEO / President. VP / Director of Business Development. The manifesto is both an attentiongetter and a filter--only the clients who like my approach will call.monthly email Generates 2 . Continued Thought Leadership Activities – Selected Commentary (Continued) Conducting Research: niche compensation and benefits surveys. Management Consulting Continued on next page © 2007 RainToday. by posting a slide show that combines opinion with how-to information (a manifesto of sorts). Marketing / PR / Advertising Direct Mail Marketing – Selected Commentary With Follow-Up Phone Call: Direct mail followed by phone call. IT Consulting & Services CEO / President. Apparently the key to making this work is to create something both entertaining and opinionated that people agree with and want to forward to colleagues. Make sure the survey has great value .000 of direct new business and continues to provide inquiries on a monthly basis. Marketing / Advertising / PR Partnerships – Selected Commentary 75% of our work in the last two years came from joint venturing/partnering with other consulting firms. Human Resources / Organizational Development Consulting Managing Director / Managing Partner.

since translating my particular service (creation of audio as an online and e-newsletter marketing tool) is easier in 'WYSIWYG format' and makes a more immediate impact. Management Consulting Trials Offers / Free Services – Selected Commentary #1 way is to create free samples sent individually to decision-makers after initial cold email. anchor accounts.) Intentional effort to establish clear alignment between client (value) needs and our consulting team objectives Managing Director / Managing Partner. Marketing / Advertising / PR © 2007 RainToday. b. LLC 72 . Continued Repeat Business / Expanding Relationships – Selected Commentary Developing/expanding relationships within large. The key is convincing that the product is worth their $$ and will generate viral activity and thus more business or subscribers.com & Wellesley Hills Group. double-digit revenue growth. Increases lead's curiosity when I say I've created a sample specifically from client's printed material. Evidence it works: Year on year.What’s Working In Lead Generation Other Top Tactics: Selected Commentary.) Flexibility in service delivery approach/structure as agenda changes. Keys to success: Proactive efforts to a. CEO / President. c.) Reach out and build a broad-based network (beyond original client contact) within the account.

with the number of respondents shown below for each group: Category Contacting Prospects ONLINE To Generate Leads Contacting Prospects OFFLINE To Generate Leads Establishing Brand & Thought Leadership ONLINE To Generate Leads Establishing Brand & Thought Leadership OFFLINE To Generate Leads General publicity and social networking to generate leads N= 846 827 803 790 785 A look at effectiveness The following chart (in two parts) displays only the effectiveness ratings for each tactic participants had use.com & Wellesley Hills Group. respondents rate effectiveness for a wide range of options. Continued on next page © 2007 RainToday. 1 = Not At All Effective. LLC 73 . or “Don’t Know” The tactics and strategies can be categorized into 5 groups based upon the type of outreach they represent.What’s Working In Lead Generation Evaluating Tactics & Strategies One-By-One Usage And Effectiveness Of Tactics & Strategies Evaluating 33 lead generation tactics and strategies The “top lead generation tactics” (in the previous section) came from a topof-mind exploration of what works for professional services companies. 4 = Very Effective. We asked respondents to consider a list of predetermined or “aided” (versus “unaided”) tactics and strategies. In this case. Each group was rated separately. Tactics are sorted from high to low percent rated “Extremely / Very Effective”. but equally important look at both usage and effectiveness of a long list of 33 lead generation strategies and tactics. The questions for each method: • Have you used it? • If so… how effective has it proven in generating leads for your company’s services? Companies rated effectiveness of the tactics they had used on a scale of 1-5: 5 = Extremely Effective. and to indicate how effective each one has been in their company’s efforts. Dotted lines separate the tactics for each additional 10% of respondents who gave the tactics these top ratings. This section provides a different. 3 = Somewhat Effective. resulting in a side-by-side comparison from most effective to least effective lead generation methods. 2 = Not Very Effective.

87 2.56 3.com & Wellesley Hills Group.08 3.By Percent Rated “Extremely / Very Effective” % "Extremely Effective" (5) % "Very Effective" (4) Making 'warm' phone calls (to existing contacts) (N = 778) Speaking at conferences / trade shows (N = 616) Running our own in-person events (N = 496) Becoming members of industry organizations (N = 728) Connecting with press contacts to gain PR about our company (N = 530) Search Engine Optimization (N = 501) Publishing in OTHERS' PRINT publications (N = 497) Running OUR OWN live online seminars (N = 276) Publishing in OUR OWN ONLINE publications (N = 436) Sending individual emails directly to prospects (N = 710) Speaking in OTHERS' live online seminars (N = 352) Sponsoring high-profile events / research (N = 417) Publishing in OTHER ONLINE publications (N = 420) Publishing in OUR OWN PRINT publications (N = 414) Writing and distributing press releases (N = 578) % Of Respondents 0 11 17 13 13 7 8 7 8 8 5 8 6 7 7 5 26 22 22 21 20 22 18 19 16 16 15 16 15 25 41 31 32 25 50 75 Top2 Box 52% 48% 45% 38% 33% 30% 30% 29% 27% 27% 26% 26% 23% 23% 20% 20% 19% Mean 3.34 3.22 3.What’s Working In Lead Generation One-By-One Usage And Effectiveness Of Tactics & Strategies.80 Sending individual letters or 4 postcards to prospects (N = 655) Exhibiting at conferences / trade shows (N = 549) 4 Continued on next page © 2007 RainToday.92 2.19 3.57 3.42 3.59 3. LLC 74 .23 3.28 3.16 2. Continued Effectiveness Of Lead Generation Methods Used By Participants (1) .27 3.19 3.28 3.

27 7% 6% 3% 2.50 2.37 Making 'cold' phone calls 1 9 (to new contacts) (N = 676) Mailing PRINTED company 2 7 newsletter(s) (N = 428) Advertising in ad-supported websites 25 and online publications (N = 368) Advertising in print media (N = 503) 2 6 Sending mass emails directly 25 to prospects (N = 530) Advertising on the radio (N = 247) 2 5 Sending mass letters or 14 postcards to prospects (N = 560) Advertising on TV (N = 183) 12 7% 7% 2.82 Participating regularly in blog-related 3 8 online conversation (N = 333) Sending emails to prospects via a 3rd party referrer (N = 422) 3 8 2.94 4 12 16% 16% 15% 2.75 2.com & Wellesley Hills Group.What’s Working In Lead Generation One-By-One Usage And Effectiveness Of Tactics & Strategies.68 Continued on next page © 2007 RainToday.23 1.22 6 10 16% 2.50 2.44 2. LLC 75 .80 2.73 2.57 2. Continued Effectiveness Of Lead Generation Methods Used By Participants (2) .07 2.By Percent Rated “Extremely / Very Effective” % "Extremely Effective" (5) % "Very Effective" (4) Publishing a company-authored or company-affiliated blog (N = 266) Running our own telephone-based events (N = 296) Search Engine Advertising for our website (N = 363) 0 9 9 % Of Respondents 25 50 75 Top2 Box 18% Mean 3.83 Sending professionally designed direct 4 mail packages to prospects (N = 514) Emailing ONLINE company newsletter(s) (N = 486) Joining online communities related to our field (N = 465) 5 12 11 3 12 15% 11% 11% 10% 9% 7% 2.

Continued Popularity (% used) versus effectiveness This next chart juxtaposes the tactics’ popularity among professional services (% who have used them) with their effectiveness in generating new leads for companies’ services (mean rating). 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE Making 'warm' phone calls (to existing contacts) Becoming members of professional associations and industry organizations Sending individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events (seminars.com & Wellesley Hills Group. LLC 76 . Q&A. webinars) Running our own live online seminars (webcasts.) Advertising on the radio Advertising on TV © 2007 RainToday.What’s Working In Lead Generation One-By-One Usage And Effectiveness Of Tactics & Strategies . webinars) Publishing a company-authored or company-affiliated blog Quadrant: MORE POPULAR & LESS EFFECTIVE Making ‘cold’ phone calls (to new contacts) Sending individual letters or postcards to prospects Writing and distributing press releases Exhibiting at conferences/trade shows Sending mass letters or postcards to prospects Advertising in print media Sending mass emails directly to prospects Sending professionally designed direct mail packages to prospects Joining online communities related to our field Emailing online company newsletter(s) Mailing printed company newsletter(s) Sending emails via a 3rd party referrer Quadrant: LESS POPULAR & LESS EFFECTIVE Advertising in ad-supported websites and online publications Search Engine Advertising for our website Participating regularly in blog-related online conversation Running our own telephone-based events (seminars. etc. conferences. % Have Used 94 93 84 78 68 63 63 62 54 53 52 52 44 34 33 82 79 74 69 68 64 63 62 59 57 52 50 46 45 42 37 31 23 Continued on next page No. etc.) Publishing company-authored content in others' print publications Search Engine Optimization for our website Publishing company-authored content in our own online publications Sponsoring high-profile events/research with well-known organizations in our field Publishing company-authored content in other online publications Publishing company-authored content in our own print publications Quadrant: LESS POPULAR & MORE EFFECTIVE Speaking in others’ live online seminars (webcasts. Use the following table to understand where each tactic lands on the overview chart.

LLC 33 1.5 28 32 26 21 22 20 27 29 25 24 23 13 87 5 9 10 11 12 6 4 2 3 18 19 17 16 1 Mean Effectiveness Ratings © 2007 RainToday. What’s Working In Lead Generation Continued on next page % Current Usage Among Participants 77 .0 Not Very Effective 2.com & Wellesley Hills Group.5 Less Popular Less Effective More Popular Less Effective Somewhat Effective 3.5 Very Effective 4. Mean Effectiveness Ratings Less Popular More Effective More Popular More Effective Extremely 5.0 0% Low Usage 10% 20% (25%) 30% 40% 50% 60% 70% (75%) 80% 90% 100% High Usage One-By-One Usage And Effectiveness Of Tactics & Strategies.0 Effective 4.0 Not At All Effective 1.Continued Lead Generation Tactics & Strategies % Current Usage of Tactic Vs.5 14 15 31 30 2.0 3.

average rating 2.44 See the following charts for a more detailed comparison.69 Tactic 4: Speaking at conferences/trade shows • Excellent = 84% have used. “Fair”.com & Wellesley Hills Group.What’s Working In Lead Generation One-By-One Usage And Effectiveness Of Tactics & Strategies .31 • Good = 51% have used.71 • Good = 40% have used. average rating 3. average rating 3. and “Poor”? The most noticeable differences in effectiveness occur in the following four tactics: Tactic 31: Running our own telephone-based events • Excellent = 42% have used.70 • Fair / Poor = 73% have used.57 • Good = 57% have used.28 • Good = 84% have used. LLC 78 . average rating 3.54 • Fair / Poor = 48% have used. average rating 2. average rating 4. average rating 2. using the same number-tactic key as on previous pages.89 • Fair / Poor = 57% have used. average rating 2.63 Tactic 27: Emails via a 3rd party referrer • Excellent = 54% have used. average rating 3. Continued on next page © 2007 RainToday.32 Tactic 25: Emailing online newsletter(s) • Excellent = 62% have used. the rest Where are the visible differences between the “Excellent” lead generating companies versus the “Good”.99 • Fair / Poor = 35% have used. average rating 2. average rating 3. average rating 2. Continued “Excellent” lead generators vs.

0 Effective 2.0 Less Popular Less Effective 0% (25%) More Popular Less Effective 50% % Current Usage Among Participants "GOOD" Lead-Generating Companies: % Current Usage of Lead Generation Tactic / Strategy Vs.5 14 15 31 30 13 9 11 10 12 25 87 24 23 5 18 17 16 4 2 3 1 Somewhat 3.0 Less Popular Less Effective 0% (25%) More Popular Less Effective 50% % Current Usage Among Participants (75%) 100% High Usage Low Usage © 2007 RainToday. Mean Effectiveness Ratings Extremely 5. LLC 79 .5 14 31 15 30 10 27 13 25 12 19 29 23 24 22 21 20 6 9 38 11 7 5 17 18 16 2 Less Popular More Effective 26 TACTICS Above 50% Usage 25 TACTICS Above 3.0 Effectiveness More Popular More Effective Mean Effectiveness Ratings Very 4.0 Effectiveness More Popular More Effective Mean Effectiveness Ratings 1 Somewhat 3.0 Effective 4.0 Effective 2.0 Effective 4.com & Wellesley Hills Group.0 Effective 6 3.0 Effective 33 32 28 26 1.0 Effective 32 33 29 28 26 27 19 21 22 20 1.5 Not At All Effective 1. Mean Effectiveness Ratings (75%) 100% High Usage Low Usage Extremely 5.5 4 Very 4.5 Not At All Effective 1. Continued "EXCELLENT" Lead-Generating Companies: % Current Usage of Lead Generation Tactic / Strategy Vs.5 Not Very 2.5 Not Very 2.0 Effective 3.5 Less Popular More Effective 24 TACTICS Above 50% Usage 17 TACTICS Above 3.What’s Working In Lead Generation One-By-One Usage And Effectiveness.

What’s Working In Lead Generation

One-By-One Usage And Effectiveness Of Tactics & Strategies,
Continued

"FAIR OR POOR" Lead-Generating Companies: % Current Usage of Lead Generation Tactic / Strategy Vs. Mean Effectiveness Ratings Extremely 5.0 Effective 4.5 Less Popular More Effective 21 TACTICS Above 50% Usage 10 TACTICS Above 3.0 Effectiveness More Popular More Effective

Mean Effectiveness Ratings

Very 4.0 Effective 3.5 14 Somewhat 3.0 Effective 2.5 Not Very 2.0 Effective 15 31 13 30 29 28 32 11 9 10 12 8 7 24 25 23 21 22 6 5 18 19 3 17 16 20 4

1 2

27 26

1.5 Not At All Effective 1.0 Less Popular Less Effective 0%

33 More Popular Less Effective
(25%)

50% % Current Usage Among Participants

(75%)

100% High Usage

Low Usage

Commentary: Doing it right

Throughout this report we have noted differences between the companies that are excellent at lead generation versus those that are less than excellent. In our experience as industry practitioners, we see companies time-and-again choose the right tactics and implement them poorly. Among other things, the excellent companies are much better implementers than the rest. Takeaway: Tactic choice is not enough. You have to implement well if you want to make the tactics work for you.

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The “Don’t Know Effectiveness” Factor
Uncertainty about tactics Along with rating the mean effectiveness of tactics respondents had used, they had the option of saying “I don’t know the effectiveness of this tactic”. As it turns out, not knowing how effective a tactic is seems to go hand in hand with lower overall usage of the tactics. In other words: • More popular (high-usage) tactics also tend to be the ones for which users can understand whether or not they’re working, well enough to give them a rating. • Among the users of the less popular tactics, at least one-fifth don’t know how to evaluate their effectiveness (with only a few exceptions). That factor of uncertainty corresponds with fewer users overall.
Relationship Between Lower Usage Rates & Uncertainty About Rating Effectiveness
% Of All Respondents Who Have Used The Tactic (N = 785-846) % Of Users Who Don't Know How To Rate The Tactic's Effectiveness (N = 183-778) 100 90 80 70 % Respondents 60 50 40 30 20 10 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 High Usage / Low Uncertainty 50-62% Usage / Uncertainty > 20% Less Than 50% Usage / Uncertainty > 20%

See Following Table For Key To Tactics 1-33 Listed Here Continued on next page

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The “Don’t Know Effectiveness” Factor, Continued
% Of All Respondents Who Have Used The Tactic (N = 785-846) 94 93 84 82 79 78 74 69 68 68 64 63 63 63 62 62 59 57 54 53 52 52 52 50 46 45 44 42 37 34 33 31 23

Key 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33

Tactic 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects 'Cold' phone calls Individual letters or postcards Speaking at conferences/trade shows Writing and distributing press releases Exhibiting at conferences/trade shows Connecting with press contacts Mass letters or postcards Advertising in print media Company-authored content in others' print publications Running our own in-person events Mass emails to prospects Search Engine Optimization Professionally designed direct mail packages (Lower uncertainty for this group) Joining online communities related to our field Emailing online newsletter(s) (Lower uncertainty for this group) Company-authored content in our own online publications Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in other online publications Company-authored content in our own print publications Printed newsletter(s) (Lower uncertainty for this group) Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Search Engine Advertising Speaking in others' live online seminars Participating in blog-related online conversation Running our own telephone-based events Running our own live online seminars Company-authored or affiliated blog Advertising on the radio Advertising on TV

% Of Users Who Don't Know Effectiveness (N = 183-778) 3 5 7 6 9 7 11 9 15 12 17 16 12 12 24 16 33 14 25 26 29 25 19 32 33 32 33 54 40 37 51 40 51

High Usage, Low Uncertainty About Effectiveness

50 - 62% Usage, Uncertainty Greater Than 20%

Less Than 50% Usage, Uncertainty Greater Than 20%

Continued on next page

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The “Don’t Know Effectiveness” Factor, Continued
Commentary: On measurement The correlation between the measurability of a tactic and its usage is quite clear. Keep in mind, however, that just because you can’t easily measure the effectiveness of a tactic doesn’t mean that it isn’t working for you. David Ogilvy, a giant in the history of the world of advertising, once said, “I notice increasing reluctance on the part of marketing executives to use judgment; they are coming to rely too much on research, and they use it as a drunkard uses a lamp post for support, rather than for illumination.” Along with data, marketers and leaders of services organizations would do well to trust their judgment and the judgment of others in the industry when it comes to lead generation. If you believe a tactic will work well for you…it may very well. If you believe a tactic will not work for you…it likely won’t. Takeaway: Not everything that is measurable is important, and not everything that is important can be measured.

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By Percent Rated “Extremely / Very Effective” % "Extremely Effective" (5) % "Very Effective" (4) In-Person seminar (N = 511) Article authored by expert/s in our company (N = 556) Case study on issues in our clients' fields (N = 493) Introductory/Consultative sales call (N = 644) Company-Conducted / Published research (N = 398) Book (authored by expert/s in our company) (N = 314) White paper (N = 501) % Of Respondents 10 14 20 30 32 40 50 0 Top2 Box 46% Mean 3.57 11 29 40% 3.45 10 27 37% 3.10 Trial terms for our services (N = 369) eBook (digital form only) (N = 267) Telephone-based seminar (N = 299) On-Demand online seminar (N = 268) 5 13 18% 2.09 4 9 14% 3.20 Entry-Level service (N = 501) 5 14 19% 3.41 6 22 28% 3. Effectiveness Of Lead Generation Offers Used By Participants .What’s Working In Lead Generation Evaluating Offers And Their Content Lead Generation Offers Effectiveness of lead generation offers What lead generation offers did participants rate most effective? The following chart (in two parts) displays only the effectiveness ratings for each lead generation offer participants had used.82 Continued on next page © 2007 RainToday. Dotted lines separate the offers for each additional 10% of respondents who gave the offers these top ratings.03 Online seminar (N = 312) 4 13 18% 3.37 10 19 30% 3.31 8 23 31% 3.com & Wellesley Hills Group.96 Podcast (N = 230) 1 5 6% 2. Offers are sorted from high to low percent rated “Extremely / Very Effective”.01 4 9 12% 2.87 4 12 16% 3. LLC 84 .41 8 31 39% 3.

authored by expert/s in our company) Quadrant: LESS POPULAR & LESS EFFECTIVE Offer Trial terms for our services (month free. 12 13 14 Continued on next page © 2007 RainToday. 2 = Not Very Effective. 3 = Somewhat Effective.What’s Working In Lead Generation Lead Generation Offers. webinar) Podcast % Have Used 82 71 65 64 64 63 51 % Have Used 40 40 38 34 % Have Used 47 34 29 No. 1 = Not At All Effective Use the following table to understand where each lead generation offer lands on the chart.com & Wellesley Hills Group. the chart in this section shows a combination of these two questions related to lead generation offers: • Have you used it? • If so… how effective has it proven in generating leads for your company’s services? Companies rated effectiveness on a scale of 1 to 5: 5 = Extremely Effective. (N = 782) Quadrant: MORE POPULAR & MORE EFFECTIVE No. 8 9 10 11 No. webcast.) On-Demand online seminar (i. sample software.e. Continued Value-Based Offers As with the tactics and strategies. 1 2 3 4 5 6 7 Offer Introductory/Consultative sales call Article authored by expert/s in our company In-Person seminar White paper Entry-Level service Case study on issues in our clients' fields Company-Conducted / Published research Quadrant: LESS POPULAR & MORE EFFECTIVE Offer Online seminar Book (authored by expert/s in our company) Telephone-based seminar eBook (digital form only. LLC 85 . etc. 4 = Very Effective.

com & Wellesley Hills Group. Continued on next page © 2007 RainToday.0 1.What’s Working In Lead Generation Lead Generation Offers.0 Effective 4.5 Less Popular More Effective More Popular More Effective Mean Effectiveness Ratings Very Effective 4. Continued Lead Generation Offers % Current Usage Of Offer Vs. “Fair”.5 9 11 8 13 10 7 4 6 Somewhat 3.5 Not Very Effective 5 12 14 2. Mean Effectiveness Ratings Extremely 5. with few exceptions.0 3 2 1 3.5 Not At All Effective Less Popular Less Effective 1.0 0% Low Usage 25% 50% 75% 100% High Usage % Current Usage Among Participants More Popular Less Effective Best offers among “Excellent” lead generators By ability to generate leads. “Excellent” lead generators tend to report higher usage and better mean effectiveness across the board. The following table lists “Excellent” usage and ratings versus the “Good”.0 Effective 2. and “Poor” lead generators. LLC 86 .

67 Case study on issues in our clients' fields 65 60 .80 – 2.73 – 3. authored by 46 30 .75 87 In-Person seminar 58 .42 2.40 54 Book (authored by expert/s in our company) 52 33 .84 White paper 74 56 .19 2. Continued Best offers among “Excellent” lead generators (continued) Numbers bolded and underlined indicate a significantly higher result for “Excellent” versus specifically the “Good” lead generators.36 3.05 2.86 – 3.84 3.73 – 3.86 – 3.98 2.83 – 3.46 4.31 MEAN EFFECTIVENESS Excellent Other Levels Lead Generators 4.53 Online seminar 37 .26 3.12 2.43 Telephone-based seminar 52 27 . sample software.74 3.68 Company-Conducted / Published research 58 38 .37 3.14 – 3.67 81 Introductory/Consultative sales call 81 75 .) © 2007 RainToday. etc.17 – 3.43 – 2.25 2.65 Entry-Level service 62 52 .) eBook (digital form only.79 3.22 2. % USERS Excellent Lead Other Levels Offer Generators Article authored by expert/s in our company 58 .53 3.41 Trial terms for our services (month free. 48 44 .52 – 3.97 – 3.03 – 3.11 – 2.17 2.58 – 3.61 3.48 sample software.00 3.67 3.14 3.com & Wellesley Hills Group.36 expert/s in our company) On-Demand online seminar 46 30 .65 2.90 Continued on next page Offer Book (authored by expert/s in our company) Case study on issues in our clients' fields In-Person seminar Article authored by expert/s in our company eBook (digital form only.93 2.67 3.51 3. authored by expert/s in our company) Company-Conducted / Published research Introductory/Consultative sales call White paper Telephone-based seminar On-Demand online seminar Online seminar Podcast Entry-Level service Trial terms for our services (month free.43 2. etc.66 3. at the 95% confidence level.What’s Working In Lead Generation Lead Generation Offers. LLC 87 .37 Podcast 38 27 .42 3.

com & Wellesley Hills Group.32 3.40 3.13 3. for 8 of the offers evaluated.What’s Working In Lead Generation Lead Generation Offers.52 3. make lead generation excellence a priority. Takeaway: If you want to get the most out of lead generation. Marketing and lead generation is no different than any corporate function in one respect: at some companies it is a palpable priority. the company can become quite good at it. like anything in business. Even where there was not a statistically significant difference between the “Excellent” and the less than “Excellent” companies. as well as higher mean effectiveness ratings for 3 of the offers. “Excellent” at lead generation companies used more tactics and generated more effectiveness from those tactics. And. the “Excellent” companies were on the higher end of both the usage and effectiveness ranges.63 3. LLC 88 . if leadership makes it a priority.30 Offer Case study on issues in our clients’ fields White paper Company-Conducted / Published research Commentary: It’s good to be excellent Across the board. Achieving excellence in anything (not just lead generation) has to be a leadership priority. At other companies it’s a red-headed step child. with the culture of the firm focused on it from top leadership down to each individual contributor. Continued Offers and reputation reach The better-known companies reported higher usage rates than the lesserknown companies. © 2007 RainToday. The following tables include these particular differences: Offer Article authored by expert/s in our company In-Person seminar White paper Company-Conducted / Published research Book authored by expert/s in our company Live online seminar Telephone-based seminar On-Demand online seminar % USERS Not Very Very Well Known Well Known 82 66 76 60 73 60 60 47 50 35 47 36 45 35 43 30 MEAN EFFECTIVENESS Very Well Not Very Known Well Known 3.

5 = Extremely Effective. 4 = Very Effective.What’s Working In Lead Generation Types Of Content For Lead Generation Offers Effectiveness of the content used in lead generation offers What types of content did participants rate as the most effective basis for their lead generation offers to be built around? The following chart (in two parts) displays only the effectiveness ratings for each lead generation offer participants had used. Dotted lines separate the offers for each additional 10% of respondents who gave the offers these top ratings. Offers are sorted from high to low percent rated “Extremely / Very Effective”. 2 = Not Very Effective. tactics.60 11 37 48% 3.48 ROI / Financial Justification of contracting for services (N = 570) 12 27 39% 3. LLC 89 .com & Wellesley Hills Group.83 10 38 49% 3. 3 = Somewhat Effective.58 How-To tips.52 Research data relevant to our prospects' fields (N = 563) 7 35 43% 3.e.45 Continued on next page © 2007 RainToday.92 Client and Partner testimonials / referrals (N = 682) Case Studies of how our prospects' types of businesses solve pressing issues related to our area of expertise (N = 576) Best-Practice methodology based on our company's area of expertise (N = 641) 22 39 60% 3. 1 = Not At All Effective Effectiveness Of Types Of Content Used In Lead Generation Offers .By Percent Rated “Extremely / Very Effective” % "Extremely Effective" (5) % "Very Effective" (4) 0 Content 100% focused on individual prospect's specific situation (i.50 Emerging trends in our prospects' fields (N = 607) 8 34 42% 3. in a consultative sales call) (N = 665) % Of Respondents 25 50 75 Top2 Box Mean 22 43 65% 3. and advice (N = 643) 10 34 44% 3.

com & Wellesley Hills Group. No.5 Less Popular More Popular Less Effective Less Effective Not At All Effective 1.0 Less Popular Effective 4.e. the majority of respondents have used the types of content mentioned below. tactics.5 Somewhat 3. Continued What makes an offer compelling? Across the board.What’s Working In Lead Generation Types Of Content For Lead Generation Offers. in a consultative sales call) How-To tips.5 Not Very 2.5 More Effective Very Effective 4. Use this table as the key to the following chart.0 0% 25% 50% 75% 100% % Current Usage Among Participants Low High More Popular More Effective 21 3 86 5 4 7 Continued on next page © 2007 RainToday. The following chart plots each type of content’s usage by respondents and mean effectiveness rating. and they give a mean rating of at least “Somewhat Effective” (3 or above) to all the types of content. 1 2 3 4 5 6 7 8 Quadrant: MORE POPULAR & MORE EFFECTIVE Type Of Content For Offers Client and Partner testimonials / referrals Content 100% focused on individual prospect's specific situation (i. and advice Best-Practice methodology based on our company's area of expertise Emerging trends in our prospects' fields Case Studies of how our prospects' types of businesses solve pressing issues related to our area of expertise ROI / Financial Justification of contracting for services Research data relevant to our prospects' fields % Have Used 89 86 84 83 79 75 74 73 Types Of Content For Lead Generation Offers % Current Usage Vs.0 Effective 1.0 Effective 2. Mean Effectiveness Ratings Extremely 5.0 3. LLC 90 .

97 – 3. there is a paucity of well-crafted content across most industries.67 3.59 3. Continued Excellent lead generators and types of content “Excellent” lead generators report higher usage rates and higher mean effectiveness ratings than “Good” or other ability levels for several of the types of content evaluated. Across the board. © 2007 RainToday.05 3. it indicates a significant difference at the 95% confidence level versus the “Good” group. Where numbers are bolded and underlined.16 4.77 3. Excellent lead generators tend to do a better job of both crafting worthwhile content and disseminating it to target audiences.49 Commentary: Thoughts on thoughts Much discussion over the past few years has focused on the topic of thought leadership.97 – 3.49 – 3.22 – 3. In our experience.71 3. and advice Emerging trends in our prospects’ fields Content 100% focused on individual prospect’s specific situation Research data relevant to our prospects’ fields Case studies ROI / Financial justification of contracting for services % USERS Excellent Lead Generators 99 99 94 91 91 84 83 81 Other Levels 78 – 91 71 – 84 73 – 84 63 – 81 77 . Having something worthwhile to say.99 3.95 3. specifically.15 – 3.74 Type of Content Content 100% focused on individual prospect’s specific situation Client and partner testimonials / referrals Best-Practice methodology Case studies How-To tips. Type of Content Client and partner testimonials / referrals Best-Practice methodology How-To tips.90 3.88 56 – 76 63 – 76 58 .33 – 3.17 4.61 2.64 2. The following tables illustrate ratings by the Excellent group versus other levels. LLC 91 .77 3. regardless of the specific focus. Takeaway: Build and disseminate good quality thought leadership.com & Wellesley Hills Group.69 – 3. all content types seem to be at least somewhat effective.96 3. and advice Emerging trends in our prospects’ fields Research data relevant to our prospects’ fields ROI / Financial justification of contracting for services MEAN EFFECTIVENESS Excellent Lead Generators Other Levels 4. The difference between various types of content in terms of effectiveness in lead generation seems minimal. seems to be more important.70 2. tactics.What’s Working In Lead Generation Types Of Content For Lead Generation Offers. tactics.96 – 3.

com & Wellesley Hills Group. LLC 92 .What’s Working In Lead Generation TOMORROW’S TRENDS IN LEAD GENERATION © 2007 RainToday.

Changes To Lead Generation Efforts In Next 2 Years . nearly everyone has plans to increase lead generation efforts over the next 2 years.By Current Approach Significant Increase Moderate Decrease 60 86% Will Increase 86% Will Increase 81% Will Increase Moderate Increase Significant Decrease NO CHANGE 50 50 44 51 40 % Respondents 36 30 42 30 20 15 10 10 4 0 Currently: Mostly Lead Generation (N = 251) Currently: Half & Half (N = 143) Currently: Mostly Generating Referrals (N = 292) 11 2 3 1 Continued on next page © 2007 RainToday.What’s Working In Lead Generation 2-Year Prediction: Across The Board Increases In Lead Generation Changes In Approach To Lead Generation The future of lead generation No matter how companies are approaching lead generation for their services today. or “mostly referrals”). LLC 93 .com & Wellesley Hills Group. “half lead generation and half referrals-based”. Overall. 84% of professional services companies in the study are planning to either significantly or moderately increase their lead generation efforts in the near future: • 41% significant increase • 43% moderate increase The following chart shows future plans according to companies’ current approach to generating new business (“mostly lead generation”.

9 million and $100 million or more annual revenue Commentary: Turning up the heat Lead Generation Is Heating Up – Don’t Get Burned I've spoken with a particular partner of a successful professional services firm at least once in each of the last three years about her frustrations with her partners: they won't get serious about marketing. Continued on next page © 2007 RainToday. LLC 94 . we can begin to see the so-called rear of the pack swinging into motion for the next two years: “We’ll significantly increase lead generation efforts” • 28% “Excellent” lead generators • 34% “Good” lead generators • 46% “Fair” lead generators • 57% “Poor” lead generators Highlights by annual revenue From a company-size viewpoint. Continued Highlights by industry Several industries stand out from the rest in how much they’re planning to increase lead generation efforts in the next two years: “We’ll significantly increase lead generation efforts” • 60% IT Consulting / Services • 48% Financial / Insurance / Real Estate Services • 47% Human Resources / Organizational Development Consulting • 31-42% remaining industries Highlights by ability to generate leads From the perspective of companies’ self-rated ability to generate leads.9 million annual revenue • 30-31% $10 to 99. they do good work but the phone isn't ringing like it used to. those with smaller annual revenues plan a more significant increase in lead generation than the larger companies: “We’ll significantly increase lead generation efforts” • 43-48% Less than $1 million and $1 to 9.What’s Working In Lead Generation Changes In Approach To Lead Generation.com & Wellesley Hills Group. Each year she tries to kick off some kind of marketing and lead generation initiative so her firm can stay competitive with the other firms that seem so much more aggressive. like many other firms. The problem is.

All her partners seem to talk a good game of wanting to get the letter done.. your clients. 84% of other professional services providers going after your prospects..com & Wellesley Hills Group. One year turns into the next. and the rest of the professional services world with their heads still in the sand: it's going to get worse. How's that letter campaign coming? © 2007 RainToday. and rigor. Sisyphus keeps pushing that rock up the hill. resources. her partners. and the phone rings less and less. "Yes. LLC 95 .go ahead and get it done." And so it goes. Message to this partner. and the market in general with more lead generation energy. Then the letter dies a pocket-veto-like passive aggressive death as the partners never come back with a. Continued Commentary: Turning up the heat (continued) Lead Generation Is Heating Up – Don’t Get Burned (Continued) Last year she couldn't even get her partners to agree they should "send a letter out" to introduce the firm to business in their area.What’s Working In Lead Generation Changes In Approach To Lead Generation.

not sure what to do yet Everyone has their reasons for (mostly) increasing lead generation in the next couple years. Continued on next page © 2007 RainToday. with comments mainly characterized by the following categories: Reasons to increase lead generation efforts: • in a growth phase / need to grow • additional staff / budget / resources available • maintain / increase / replenish / diversify client base • more leads = more business • new services / offerings • targeting new market segments / industries • market shift / change in competitive environment • increase revenue / improve sales / get more business Reasons to make no change • comfortable with the status quo / have a good plan • lack of resources / time • new company / young company Reasons to decrease lead generation efforts • focus on generating referrals. plan to ramp up even more in the years to come? For the minority who plans either to stay their current course or even decrease lead generation activities. The following selected commentary helps provide some idea of where companies are coming from as they plan. not new leads • company in transition / someone retiring / moving on • lack of resources / time • new company / young company • comfortable with the status quo / have a good plan • recognize need to improve / old plan doesn't work. already devoting energy and resources to lead generation activities. Others face internal challenges or prefer to take the old tried and true route of referral-generation rather than reaching out directly for new prospects. LLC 96 .What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts Reasons for increase / decrease Why is it that some companies. what forces are at play? Respondents explained their plans for future lead generation (or plans to the contrary).com & Wellesley Hills Group.

We are in a growth phase of our business. As revenues increase. Our lead generation and business development has been put on the back burner which has hurt our overall strategy towards success. growing presence & market share is our primary objective. we had no lead generation program driven by marketing. and perhaps advertising on the radio with selected stations. sales people were simply expected to do everything themselves. keep the same emphasis as before. Continued From “leadgeneration” companies Respondents from companies currently focusing on lead generation as a way of getting new business gave the following reasons for why they would increase lead generation even more. We are planning to add a professional sales staff and corresponding lead generation activities to make those individuals successful. and sustainability requires increased lead generation. Architecture / Engineering / Consulting Continued on next page © 2007 RainToday. LLC 97 . We finally have a real marketing budget and lead generation will receive about 5% in 2006 and 10-15% in 2007. or decrease lead generation efforts in the next few years. Training / Executive Education / Coaching Principal / Partner. We have a tremendous opportunity to grow in our market. To grow our company according to shareholder expectations. we'll have to significantly increase lead generation efforts to achieve our goals. Before 2006. So. though. Shifts in the economic outlook result in refocusing market segments every few years. begin blogging. conducting live seminars with prospective clients.com & Wellesley Hills Group. Financial / Insurance / Real Estate Consulting CEO / President. Marketing / PR / Advertising VP / Director of Business Development. conducting webinars for current clients as well as prospective clients. I am currently using direct mail and telemarketing. Management Consulting We're in growth mode. I'm looking at about 2010 now. Some of my future goals include making my website more sales oriented instead of just providing information. Marketing / PR / Advertising The leadership has dictated a 40% growth rate in sales. VP / Director of Business Development. Reasons To Increase Lead Generation Efforts – Selected Commentary We need to lay a better foundation in order to put ourselves in the position to be more proactive as a company. Architecture / Engineering / Construction Business Development Consultant. Principal / Partner. Only way we’ll survive. IT Consulting & Services Principal / Partner. I want to use other venues to generate lead activity.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. CEO / President. that resulting increased revenues will allow us to drop our marketing as % revenue somewhat over the same time frame. Accounting / Tax / Payroll / Bookkeeping VP / Director of Marketing. We hope. Marketing / PR / Advertising VP / Director of Marketing.

VP / Director of Marketing.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. Marketing / PR / Advertising My personal hit rate on b-b telephone calls is one in four. Architecture / Engineering / Construction New Business Director. We are already quite successful in lead generation. Reasons Not To Change Efforts – Selected Commentary Management (Owners/C-level) are not truly willing to fund marketing/lead generation sufficiently to achieve the revenue growth they are expecting from sales & marketing – it’s sort of a selffulfilling prophecy.previously. We are proactively working to improve internal processes. Architecture / Engineering / Construction Manager of Business Development and Marketing. Architecture / Engineering / Construction Business Development Manager. However.000 turnover. We need to up-grade in a technological sense and are just about to buy a CRM package which will enable my productivity to rise and also interaction with sales to be more streamlined. Coding / Billing / Collecting for Physicians Direct Marketing Manager. IT Consulting & Services Marketing Manager. we expect it to remain on the same level. A lot of people don't believe this is possible but it is. the maximum amount of leads I can produce is 5 per week.000 pounds to 1. Chief Business Development Officer. Continued From “Lead-Generation” Companies (continued) Reasons To Increase Lead Generation Efforts – Selected Commentary (Continued) Use of RainToday site material and several others over last 3 months has changed focus. Law Firms / Legal Services Continued on next page © 2007 RainToday. This attitude has proven to be effective.com & Wellesley Hills Group.000. LLC 98 .000. CEO believes lead generation is not the problem with our sales. most of our business came from referrals. As a newly formed firm we have targeted almost all our efforts on lead generation. with 3 being the average. At the moment. We need new blood. yet hope to use new technology to be able to increase the amount of leads generated with the same amount of headcount. Thus. Training / Executive Education / Coaching Principal / Partner. The companies contacted range from 50.000. it is a slow change to avoid culture shock to tenured staff. refuses to spend budget on lead generation. There has not been enough of that done here. IT Consulting & Services Chief Strategy Officer. The quality needs to meet the quantity. combined with the increase of referral generating work. We have grown rapidly in the past two years and will most likely have to step up sales efforts to support our staff numbers.

LLC 99 .once we've established a base of clients. The reason for increased lead generation efforts is due to the change of CEO. Marketing Manager. Law Firms / Legal Services Principal / Partner. We need to focus more on repeat business and client referrals. Management Consulting CEO / President. Competition is increasing and our services can be seen as a commodity even though we sell into a defined market.we have a single dominant client right now. We need to diversify our client base -. Human Resources / Organizational Development Consulting Continued on next page © 2007 RainToday. We want to replace clients we have lost for various reasons and to grow our revenue base. Law Firms / Legal Services CEO / President. Architecture / Engineering / Construction CEO / President. IT Consulting / Services CEO / President. but our client base in unable or unwilling to pay higher prices. we'll focus more on renewal and maintenance. IT Consulting & Services From “half & half” companies Respondents from companies currently focusing half on lead generation and half on referrals as a way of getting new business gave the following reasons for why they would increase lead generation even more.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. We should charge a higher hourly rate.com & Wellesley Hills Group. The new CEO has a strong focus on lead generation and is implementing strategies that will enable this to happen. We're working hard to develop others. or decrease lead generation efforts in the next few years. We expect to reach capacity limitations (people) We're a newer business . Accounting / Payroll / Tax / Bookkeeping VP / Director of Marketing. We currently do not measure this and are working on a method to do so. Marketing / PR / Advertising VP / Director of Marketing. and use reputation/thought leadership to drive business development. Management Consulting VP / Director of Business Development. Management Consulting Marketing Coordinator. we will need to become more effective at lead generation. Reasons To Increase Lead Generation Efforts – Selected Commentary As we continue to grow the business. keep the same emphasis as before. so it is necessary to attract new clients. Change of focus in the marketing organization Principal / Partner. We are at a point where we will need to generate enough new leads to double our gross receipts in order to continue to be profitable. Continued From “Lead-Generation” Companies (continued) Reasons To Decrease Lead Generation Efforts – Selected Commentary Have a lot of business in the pipeline.

a strategic plan and business development plan have been developed for implementation in 2007. Thus far we are doing well. more work with fewer clients. We expect the current market to drop off in the next 24 months. Considering the time available to all and the personnel resources we have (not expected to change. Architecture / Engineering / Construction Our current marketing/lead-generation system provides us a reasonable balance between (a) technical staff who are intune/involved with the lead-generation and follow-up process and (b) our marketing staff. These will have a wider audience and require more active marketing. Continued on next page © 2007 RainToday. Financial / Insurance / Real Estate VP / Director of Marketing. doesn't happen. Because we have found that sitting by and waiting for the market to come to us because we are quote EXPERTs. in 2007 I'll be adding information products to my services. I tend to win projects that last for months & have many repeat clients. To increase the number of qualified leads to work with. Financial / Insurance / Real Estate Services Chief Marketing Officer. Training / Executive Education / Coaching Reasons Not To Change Efforts – Selected Commentary What we do really works. However. we expect to continue with the 'tag-team' system we have. Generating leads. Law Firms / Legal Services VP / Director of Marketing.com & Wellesley Hills Group. We feel there is a lot of untapped potential for new work and we are working to get smarter about identifying and pursuing strategic opportunities. I'm a sole proprietor. Already do as much as is reasonably possible CEO / President. Management Consulting Managing Director / Managing Partner. It is our business first and foremost to be a marketing company that sells insurance. especially in marketing). This division of our company is less than one year old and we're still testing methods that generate the best sales and relationships. For the first time. Continued From “Half & Half” Companies (continued) Reasons To Increase Lead Generation Efforts – Selected Commentary (Continued) The market for our services is extremely cyclical. Training / Executive Education / Coaching Principal / Partner. Architecture / Engineering / Construction VP / Director of Marketing.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. LLC 100 . Architecture / Engineering / Construction Owner / Manager. Having the time to work is an issue. Starting to work in new geographical areas where we are currently not known. Management Consulting CEO / President. so lead generation hasn't been a big issue. even closing leads is not that difficult. Our goal is to do more with less. Managing Director / Managing Partner. We are currently ramping up our lead efforts with existing clients and aggressively pursuing new client relationships.

each attorney is responsible for business development. They are not trained nor necessarily comfortable at lead generating. Principal / Partner. but there always seems to be a 'flavor-of-the-month' in terms of a new service that new prospects find attractive. However. Our ability to recruit/retain staff is not as strong as our ability to develop new clients. IT Consulting / Services VP / Director of Business Development.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. Think we're using 'what we've done in the past' instead of 'what the market wants to buy now'. Accounting / Tax / Payroll / Bookkeeping Chief Marketing Officer. Sales cannot cope with the great amount of leads generated by marketing. Some of course have a natural ability to build business. makes increasing business useless. Senior Sales Executive. Follow-on work from existing clients is always our mainstay. Management Consulting Principal / Partner.com & Wellesley Hills Group. Financial / Insurance / Real Estate CEO / President. Most of our prospects are aware of our company and do approach us for services. It's difficult to predict the mix or course of efforts in response. LLC 101 . Better to concentrate on existing business Resistance. Law Firms / Legal Services Reasons To Decrease Lead Generation Efforts – Selected Commentary Significant effort spent writing commercially published books in the last 12 months is starting to pay off. Shortage of back-end manpower to execute jobs. Marketing / PR / Advertising VP / Director of Marketing. Continued From “Half & Half” Companies (continued) Reasons Not To Change Efforts – Selected Commentary (Continued) We are being able to generate leads without having to focus too much time on this activity. not our service. IT Consulting / Services Principal / Partner. Also. Our current marketing efforts are producing subscribers to our newsletter. Accounting / Tax / Payroll / Bookkeeping Continued on next page © 2007 RainToday. most do not. Nor do they feel comfortable in assuming this role.

We have a unique service that is not yet being used by our competition. we feel the need to jump in with both feet and embrace lead generation techniques before they are necessary. Current practice is no longer working well solely on referrals. Therefore in order to grow we must focus on identifying net new prospect leads. keep the same emphasis as before. We have hit a wall in terms of generating organic leads/referrals. Architecture. or decrease lead generation efforts in the next few years. Financial / Insurance / Real Estate Principal / Partner. Construction VP / Director of Marketing. Having more than one strategy will significantly improve sales. etc) Due to pending changes in how and when audit firms are chosen and length of tenure. Accounting / Tax / Payroll / Bookkeeping CEO / President. Accounting / Tax / Payroll / Bookkeeping Principal / Partner.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. Construction VP / Director of Marketing. A new strategic plan. Engineering. but. We will be aggressively switching to a business model where we target leads in specific market sectors. special reports. IT Consulting / Services VP / Director of Marketing. We cannot continue to take passive leads. new forecasting process. this means a sea-change in how I do business. Marketing / PR / Advertising VP / Director of Marketing. In this challenging market. Continued From “referralbased” companies Respondents from companies currently focusing on generating referrals as a way of getting new business gave the following reasons for why they would increase lead generation even more. so I'm not sure how well it will go. Architecture. Japanese Business Development Services CEO / President.com & Wellesley Hills Group. There will be a transitional period when the long time partner retires. we want to significantly increase our market share to insulate our profits from future competitive imitation. Marketing / PR / Advertising © 2007 RainToday. new sales will have to come from new prospects. new revenue goals. Management Consulting Principal / Partner. Accounting / Tax / Payroll / Bookkeeping VP / Director of Business Development. and for the first time. Engineering. and in terms of up selling. VP / Director of Business Development. LLC 102 . new individual revenue goals for all partners. To hit 4 year growth targets. we now need to focus on Business Development. teleseminars. like it used to in boom times. we have been able to grow organically through our current client base and have not invested in the infrastructure for lead generation Want to generate income from sources other than pure professional services engagements (workshops. Just receiving leads from referrals is preventing us from getting good margins. Reasons To Increase Lead Generation Efforts – Selected Commentary We are a firm of seller/doers and have relied on the luxury of clients calling us based on our excellent reputation.

com & Wellesley Hills Group. 2. VP / Director of Business Development. so unless a spectacular new business model crosses my path. Satisfaction with the status quo. We are in the process of going public and there will be increased emphasis on good growth. Adding more business would necessitate adding employees. Marketing / PR / Advertising Senior Vice President. Client Services. not making any efforts in generating leads is something that stops the growth of a professional company. We are gaining market share in our large clients and that has resulted in increased referrals among different offices within the same firms We have enough current business and agreements to feel financially secure for the next two years. Principal / Partner. Marketing / Advertising / PR © 2007 RainToday. Through the use of a robust CRM software package that allows real-time reporting and strict accountability. Architecture / Engineering / Construction VP / Director of Business Development. Marketing / PR / Advertising VP / Director of Business Development. which I do not want to do. IT Consulting / Services Reasons Not To Change Efforts – Selected Commentary Have 98% market share. After doing some research and reading on RainToday. VP / Director of Business Development. LLC 103 . there's no reason to change. Training / Executive Education / Coaching CEO / President. Management Consulting CEO / President. Lack of knowledge on how to improve systems and processes.What’s Working In Lead Generation Reasons For Increasing / Decreasing Lead Generation Efforts. Continued From “Referral-Based” Companies (continued) Reasons To Increase Lead Generation Efforts – Selected Commentary (Continued) 1. Until now all the leads that came to us where mostly personal or client referrals. Fear of the unknown and fear of greater success. Key is retention. loyal relationships with current clients. Incorporating skill training for the development of strong. Architecture / Engineering / Construction My system is working. I am now planning a committed effort for lead generation from the new year. and that has kept us busy for the last 2 years. Culture resistant to change. However. Reasons To Decrease Lead Generation Efforts – Selected Commentary Because we are gradually winding down our consulting practice as I approach normal retirement age. Financial / Insurance / Real Estate CEO / President. Financial / Insurance / Real Estate CEO / President. We are a very focused company and operate in a very small number of markets (5 to 6) and have a very high level of repeat business and referrals.

000 of additional funding for its sales and marketing efforts this year.000 For Sales & Marketing Build new / rebuild / upgrade website Hire additional staff (see detail below) Host / sponsor / attend trade shows / events Direct mail campaign Create new / upgrade marketing materials / resources Contract with outside provider (see detail below) Seminars Sales training / coaching TV / Radio / Print ads Online marketing Market research Publish book / articles / research PR Webinars General thought leadership Travel to meet face to face with clients / prospects Client / employee incentives / rewards Expand current marketing effort Blogs / podcasts (e)newsletter White papers / case studies Search Engine Optimization / Search Engine Marketing Purchase technology / software Purchase / grow / improve lists Speaking at events / seminars Deploy integrated marketing campaign Join association / organization Develop new products / services % Mentions 11 10 8 6 5 4 4 4 4 4 3 3 3 3 2 2 2 2 2 2 2 2 1 1 1 1 1 1 Continued on next page © 2007 RainToday. How will you use it? To understand where marketing and sales investment will be leaning in the next two years.COO.com & Wellesley Hills Group. IT Consulting / Services You’ve just learned your company has $100.000 question Uses Of Extra $100. Here are the areas of marketing and sales for which professional services leaders would increase investment.where do you spend your money? Ask this question to 10 people and you will get 10 different 'sure' answers. (N = 958 uses mentioned) The $100. LLC 104 .000 Question Where To Invest In Marketing & Sales From a participant: The market seems to be changing faster than anyone can get a grip on it. . we asked participants to put their mouth where their money is… so to speak. As a small company with limited budgeting.What’s Working In Lead Generation Voting With Dollars: The $100.

Regardless of how a prospect finds out about a firm. what they say. articles. A) They generate leads in and of themselves through search engine placement. • Just over 1/5 of this category included hiring a company that specializes in lead generation services. and often make their inquiry through.What’s Working In Lead Generation Where To Invest In Marketing & Sales. Contract With Outside Provider • Roughly 2/5 of this category included hiring a marketing or PR firm to build brand image and create more brand awareness. • Remaining uses pertained to hiring “extra staffing” in general to assist with overall efforts. and website content. and will continue to get. Remaining uses regarded hiring a copywriter to draft whitepapers. appointment setters and lead generation experts. leaders at service businesses are acutely aware of how they look. serious lead generation focus. B) They are the conduit for many other lead generation tactics. the website. • Another 2/5 of this category regarded hiring marketing staff. LLC 105 . cold callers. Continued on next page © 2007 RainToday.000 question (continued) Further detail on: Hiring Additional Staff • Roughly 2/5 of this category included hiring business developers. Continued The $100. sales staff. or web and technology development specialists.com & Wellesley Hills Group. • Nearly 1/5 of this category pertained to seeking professional assistance to enhance the company’s online and published media and to increase its website effectiveness. C) Because websites are always “on” and everyone can look at them. and (often more importantly) what everyone else says about their website Takeaway: It’s not surprising that websites are getting. Commentary: “Website” top answer to the $100k question Our respondents most wanted to spend their $100k on a new website. and hiring a consultant to help increase the company’s effectiveness as a whole. seminar specialists. Websites carry a special triple whammy regarding their addition to lead generation. event planners. advertising staff. they almost always check out.

“get our name out there. Continued Commentary: If everyone else was jumping off a bridge… For the most part.” Takeaway: Before you advertise. Many service firms report not getting the bang for their buck that they hoped to get. 4% of respondents noted they would spend their $100k on TV / Radio / Print ads. Many professional service providers flock to “traditional” advertising and pine over having the budgets to do more. advertising in TV /Radio / Print ads (see chart on page 75 for more information) was rated particularly low in effectiveness by most respondents.What’s Working In Lead Generation Where To Invest In Marketing & Sales. And many say they want to. know why you want to advertise. © 2007 RainToday. LLC 106 .com & Wellesley Hills Group. Still. Their competition is doing it.

custom target post cards.000? Since the devil is often in the details. placement in multiple media venues • optimize press releases • • • • • • • • • • • • develop podcasting and/or company radio new website build a bigger on-line community productize more services to deliver over the web search optimize content on the site online catalog get more leads from online lead sources and improve the follow-up sales materials do more paid advertising online online marketing pay-per-click expansion videos and audio on website more web seminars Continued on next page © 2007 RainToday. LLC 107 . etc.What’s Working In Lead Generation Selected Verbatim Comments About Use Of $100. Here’s a peek at where they would put their money.000 What the “Excellent” lead generators would buy What’s behind the spending categories for the additional $100. try to get them to understand the importance of marketing Speaking / Events: • join a national speakers association • fund additional travel to permit national speaking engagements • execute 6 in person seminars • approach more strategic partners and ask them to host teleseminars with us for their audience • host more live events • sponsor additional conferences • educational seminars • plan. Staffing: • hire someone to help • raises/bonuses for the marketing and biz development staff • research the best practices for marketing to recruits / fund projects that increase recruiting results • expand capabilities to deliver the work it would bring in • hire an accountant and a sales assistant • hire sales person • hire a full-time marketing person to oversee and coordinate all marketing activities • hire someone to assist us in preparing articles and presentations on our areas of expertise • train (indoctrinate) existing project managers and consultants in marketing techniques. hold and promote seminars and fund the appropriate post-event followup • develop several new topics and present seminars to interested potential clients • seek to attend and speak at leading industry shows and conferences • offer programs specifically dedicated to client needs Online: General Marketing / PR: • invest in newsletter marketing and general communications • create a ‘leave behind’ brochure • reinvest in the look and feel of materials and conference tools • develop a case study email/direct mail campaign • new software for graphics • implement a 'multi-mode' marketing approach. news.and e-mails • invest in cleaning-up our direct mail and email house lists • expand direct mail marketing efforts • hire public relations firm to get article.com & Wellesley Hills Group. we’ve pulled together ideas given specifically by the “Excellent” lead generating companies.

g.com & Wellesley Hills Group. lots of adverts saying go to website for free report) Advertising (Offline): • business development funds for client entertainment/ relationship building activities • more travel to prospective clients to meet with them • entertainment and gifts • implement a client retention/management system • business development coaching on a weekly basis • travel budget to visit more of our clients • bring more clients to our office to show them how we use technology to manage our projects and streamline our services process. software • hold in an opportunity fund • put it in the bank until there is enough internal stabilization to strategically place it at the moment of opportunity. Continued Technology: Save / Invest • invest it in technology to streamline and improve results • IT technology e. it always seems to be effective when we can bring them to our office to show them that we are interested in innovation • put it towards anything that would enhance existing relationships and keep us top of mind with our good clients Referrals: • business trip to all valid and dependable referral sources / clear preparation regarding what the company wants from each referrer © 2007 RainToday. Content / Intellectual Capital: • build more relevant content that can be used by a teleprospecting group in their direct oneto-one nurturing activities • proprietary research on key financial benchmarks in our key niches and sponsor seminars to get these results into the hands of clients/prospects • publish authored materials in professional and business editions • create a series of our own books on one of the areas of our practice • pay a ghost writer to write two major books that have our company name attached to them • develop more articles Selling / Client Relationships: • advertise in local Business Journal and increase frequency of Chamber ad • focused advertising in business journals and local publications • trial in target market magazines with teaser ads (i.000.What’s Working In Lead Generation Selected Verbatim Comments About Use Of $100.e. LLC 108 .

or types of offer content were asked to indicate their planned usage in the future. and we won’t use it in the next 2 years. The following chart displays the tactics and strategies for lead generation by the percentage of respondents who would use them in the next two years. Strategies. offers.What’s Working In Lead Generation Trends For Future Use Of Tactics. with these options: • We have not used it. • We have not used it. Continued on next page © 2007 RainToday. LLC 109 . Offers. strategies.com & Wellesley Hills Group. but we’re seriously considering using it in the next 2 years. & Their Content Overview Who’s on board the bandwagons? Participants who had not used particular lead generation tactics.

Becoming members of professional associations and industry organizations . LLC 110 .Advertising on TV 0 1 Continued on next page © 2007 RainToday.Running our own in-person events (seminars.Speaking in OTHERS' live online seminars .Emailing ONLINE company l ( ) 76% .Publishing company-authored content in OUR OWN PRINT publications 60 68% . Continued Percent Of Non-Users “Seriously Considering Using” Tactics / Strategies In Next Two Years 90 83% .Sending mass emails directly to prospects .Sending mass letters or postcards to prospects .Sponsoring high-profile events or research projects with wellknown organizations in our field 50% .Advertising in print media 79% .Publishing company-authored content in OUR OWN ONLINE publications 70% .Publishing a company-authored or company-affiliated blog 80 50 30 20 14% .Sending individual letters or postcards to prospects 65% . etc.Search Engine Advertising for our website 42% .Making 'warm' phone calls (to existing contacts) .Mailing PRINTED company newsletter(s) .Sending individual emails directly to prospects 74% .Exhibiting at conferences / trade shows 43% .Writing and distributing press releases 78% .Participating regularly in blogrelated online conversation 55% .com & Wellesley Hills Group.Advertising in ad-supported websites and online publications 40% .Publishing company-authored content in OTHER ONLINE publications 70 69% . quotes.Joining online communities related to our field .Sending emails to prospects via a 3rd party referrer 40 36% .Sending professionally designed direct mail packages to prospects 57% .) 67% .Running our own telephonebased events .Running OUR OWN live online seminars 63% . conferences.Search Engine Optimization for our website 58% .Speaking at conferences/trade shows .Connecting with press contacts to gain interviews.Publishing company-authored content in OTHERS' PRINT publications 44% .Advertising on the radio 10 6% .What’s Working In Lead Generation Overview.Making 'cold' phone calls (to new contacts) . and write-ups about our company 82% .

Continued Tying future usage back to current use Two different groups of respondents rated effectiveness (specifically those who had used each tactic) and future use (specifically those who had not used each tactic). Average Rating Among Users = At Least “Somewhat Effective” 13 Speaking in others’ live online seminars 65 14 Running our own live online seminars 65 15 Company-authored or affiliated blog 63 Continued on next page © 2007 RainToday. Average Rating Among Users= At Least “Somewhat Effective” 1 'Warm' phone calls 82 2 Becoming members of professional organizations 82 3 Individual emails to prospects 76 4 Speaking at conferences/trade shows 82 5 Connecting with press contacts 83 6 Running our own in-person events 68 7 Company-authored content in others' print publications 50 8 Search Engine Optimization 82 9 Company-authored content in our own online publications 74 Sponsoring high-profile events/research with well-known 10 55 organizations in our field 11 Company-authored content in other online publications 70 12 Company-authored content in our own print publications 69 Quadrant: LESS POPULAR & MORE EFFECTIVE Currently Used By Less Than 50%.What’s Working In Lead Generation Overview. % Non-Users “Seriously Considering Using” In Next 2 Years No. The following table organizes the “future use” measures above by the four quadrants into which each tactic was slotted according to overall usage versus effectiveness ratings from current users. it can be helpful to connect these two measures to get a fuller picture of where each tactic is currently and how it might be adopted (or not) in the next couple years. With that caveat in mind.com & Wellesley Hills Group. Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE Currently Used By Majority. found in the section titled “Evaluating Tactics And Strategies”. LLC 111 .

If you aren’t planning on trying some of these tactics. Average Rating Among Users = Less Than “Somewhat Effective” 27 Emails via a 3rd party referrer 40 28 Advertising in ad-supported websites and online publications 42 29 Search Engine Advertising 43 30 Participating in blog-related online conversation 57 31 Running our own telephone-based events 42 32 Advertising on the radio 14 33 Advertising on TV 6 Commentary: Where the wind blows… Takeaways From “Future Use” Trends So what’s it all say? Here are some common-sense pointers (quadrant by quadrant) to guide you as you review this future-trend data: More Popular & More Effective: If you’re not already using the tactics that are currently widely-used and are also likely to be adopted at higher levels in the near future.What’s Working In Lead Generation Overview. Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & LESS EFFECTIVE Currently Used By Majority. Why? Although mom taught us never to jump off a bridge if everyone else is doing it…she probably never knew about bungee-jumping. Average Rating Among Users = Less Than “Somewhat Effective” 16 ‘Cold’ phone calls 42 17 Individual letters or postcards 67 18 Writing and distributing press releases 79 19 Exhibiting at conferences/trade shows 44 20 Mass letters or postcards 43 21 Advertising in print media 36 22 Mass emails to prospects 40 23 Professionally designed direct mail packages 58 24 Joining online communities related to our field 69 25 Emailing online newsletter(s) 78 26 Printed newsletter(s) 43 Quadrant: LESS POPULAR & LESS EFFECTIVE Currently Used By Less Than 50%. you may want to revisit the possibility – just in case mom was wrong.com & Wellesley Hills Group. There is a reason everyone is jumping to these ultra popular tactics in their mix: they work. Continued Tying future usage back to current use (continued) % Non-Users “Seriously Considering Using” In Next 2 Years No. LLC 112 . you may be the only one. Continued on next page © 2007 RainToday.

gain feedback on event topics via the online communities you’ve joined. Continued Commentary: Where the wind blows… (continued) Less Popular & More Effective: These tactics are essentially the hidden gems of lead generation. If you’re skeptical.com & Wellesley Hills Group. you can easily track what kinds of traffic. more effective” category). LLC 113 . More Popular & Less Effective: Most people use them. most people currently rate them less than “somewhat effective”… and yet. inquiries. And they won’t be hidden for much longer. users of these tactics rate them less than “somewhat effective”? Remember that tactics work together. do what works for your firm. Through due diligence in your website analytics and a smart lead-capturing setup on your website. Nearly two-thirds of the non-users plan to adopt these tactics in the next two years: • Speaking in others’ live online seminars (65% “seriously considering”) • Running our own live online seminars (65% “seriously considering”) • Company-authored or affiliated blog (63% “seriously considering”) Online events and blogs aren’t everyone’s cup of tea. you can monitor just how effective that half-hour a day of surfing the blogs has been. on average. Be smart. but those who are have found them worth the time and money.What’s Working In Lead Generation Overview. more than two-thirds of non-users plan to implement these tactics in the next two years (do I hear mom calling about that bridge jumping thing again?): • Writing and distributing press releases (79% “seriously considering”) • Emailing online newsletter(s) (78% “seriously considering”) • Joining online communities related to our field (69% “seriously considering”) • Individual letters or postcards (67% “seriously considering”) Why join the crowd if. You might use a personalized postcard and online newsletter to publicize a live event you’re holding (a tactic in the “more popular. and distribute a press release highlighting how the event impacted a marquee attendee’s current strategy in your area of expertise. They’re not so crazy anymore. and leads you’re receiving via comments you might make on someone’s blog online. Continued on next page © 2007 RainToday. Less Popular & Less Effective: More than half the non-users of “Participating in blog-related conversation” indicate they’re seriously considering jumping on board in the next couple years. and do it well – and don’t forget that you might achieve the best results by making tactics from multiple quadrants work well together. Are they crazy? Take a look at the rise of the company-sponsored or company-affiliated blog up in the “Less Popular & More Effective” category. Not everyone’s using them. but you’ve been warned… more and more of your fellow professional services marketers and leaders will be reaching out to new prospects (and maybe your clients) in the near future via online seminars and blogs. consider this: with the right setup.

think before you leap. And remember what mom said about bridges. VERY WELL KNOWN COMPANIES % Seriously Considering Using LesserVery Well Known Known 77 63 74 56 73 60 71 53 68 53 67 50 63 42 49 19 49 27 49 30 47 30 47 30 Tactic / Strategy Publishing company-authored content in OUR OWN ONLINE publications Publishing company-authored content in OTHER ONLINE publications Joining online communities related to our field Running our own in-person events Speaking in OTHERS’ live online seminars Publishing a company-authored or affiliated blog Participating regularly in blog-related online conversation Sending emails to prospects via a 3rd party referrer Sending mass letters or postcards to prospects Search Engine Advertising Exhibiting at conferences / trade shows Running our own telephone-based events OTHER GROUPS Groups Seriously Considering Using In Next 2 Years BY ABILITY TO GENERATE LEADS Sending emails to prospects via a 3rd • 51% “Poor” lead generators. several interesting differences can be seen within our comparison groups regarding non-users seriously considering using the tactics in the near future: LESSER-KNOWN COMPANIES VS. versus 29% “Excellent / contacts) Good” lead generators Exhibiting at conferences / trade • 51% “Fair / Poor” lead generators. versus 30% “Excellent / prospects Good” lead generators Making “cold” phone calls (to new • 55% “Fair / Poor” lead generators. versus 27-42% others party referrer Sending mass letters or postcards to • 54% “Fair / Poor” lead generators. versus 36% “Excellent / shows Good” lead generators Continued on next page Tactic / Strategy © 2007 RainToday. LLC 114 . Continued Commentary: Where the wind blows… (continued) General Takeaway: Whether you’re considering a currently-popular target or one which is a prime target of opportunity for the future.What’s Working In Lead Generation Overview. Who will increase efforts? Depending on the tactic.com & Wellesley Hills Group.

regional. versus 66-79% larger companies content in OTHER ONLINE publications Running our own telephone-based • 54% Independent practitioners. versus 32-41% of larger events companies • 52% companies with annual revenue < $1 million. or international client base publications Advertising on the radio • 17-20% companies with local or regional client base.What’s Working In Lead Generation Overview. and other offers currently not widely used among professional services companies? The following chart lists in order the percentage of non-users who are “seriously considering using” the offers in their lead generation efforts over the next two years. regional. versus 45-52% companies content in OUR OWN PRINT with regional. versus 71% companies with local client base Participating regularly in blog• 61-64% companies with national or international client base. seminars versus 56-61% companies with local or regional client base Search Engine Advertising • 56% companies with international client base. affiliated blog versus 55-57% companies with local or regional client base Running OUR OWN live online • 72-73% companies with national or international client base. related online conversation versus 47-56% companies with local or regional client base BY COMPANY SIZE Publishing company-authored • 85% Independent practitioners. LLC 115 . or national client base. or national client base Publishing company-authored • 60% companies with local client base. versus 811% companies with national or international client base Connecting with press contacts • 94% companies with international client base and 84% companies with regional or national client base. Continued OTHER GROUPS (Continued) Groups Seriously Considering Using In Next 2 Years BY GEOGRAPHY OF CLIENT BASE Mailing PRINTED company • 43-51% companies with local. ebooks.com & Wellesley Hills Group. versus 38-43% companies with local. Continued on next page © 2007 RainToday. seminars versus 52-59% companies with local or regional client base Speaking in OTHERS’ live online • 71-73% companies with national or international client base. newsletters versus 27% companies with international client base Publishing a company-authored or • 67-69% companies with national or international client base. national. versus 34-35% of those with at least $1 million in annual revenue Advertising on TV • 13% Large / Very Large companies (250+ professionals) versus 4-8% smaller companies Tactic / Strategy Future use of offers What offers are on the verge of adoption by non-users? What’s the outlook for podcasts.

LLC 116 . Continued Non-Users Seriously Considering Using Offers In Next 2 Years 0 Article authored by expert/s in our company (N = 226) White paper (N = 281) Case study on issues in our clients' fields (N = 289) In-Person seminar (N = 271) On-Demand online seminar (N = 514) Online seminar (N = 470) Introductory / Consultative sales call (N = 138) Company-Conducted / Published research (N = 384) Podcast (N = 552) eBook (N = 515) Book (authored by expert/s in our company) (N = 468) Entry-Level service (N = 281) Telephone-based seminar (N = 483) Trial terms for our services (N = 413) 27 62 61 58 57 54 46 44 43 38 68 25 50 75 77 72 72 100 Continued on next page © 2007 RainToday.com & Wellesley Hills Group.What’s Working In Lead Generation Overview.

Average Rating Among Users = At Least “Somewhat Effective” 8 Live online seminar 61 9 Book (authored by expert/s in our company) 44 10 Telephone-based seminar 38 11 eBook (digital form only. % Non-Users “Seriously Considering Using” In Next 2 Years No. webcast. Continued Tying future usage back to current use Two different groups of respondents rated effectiveness (specifically those who had used each offer) and future use (specifically those who had not used each offer).com & Wellesley Hills Group.What’s Working In Lead Generation Overview. etc. Average Rating Among Users= At Least “Somewhat Effective” 1 Introductory/Consultative sales call 58 2 Article authored by expert/s in our company 77 3 In-Person seminar 68 4 White paper 72 5 Entry-Level service 43 6 Case study on issues in our clients' fields 72 7 Company-Conducted / Published research 57 Quadrant: LESS POPULAR & MORE EFFECTIVE Currently Used By Less Than 50%. Lead Generation Offer Quadrant: MORE POPULAR & MORE EFFECTIVE Currently Used By Majority. LLC 117 . it can be helpful to connect these two measures to get a fuller picture of where each offer is currently and how it might be adopted (or not) in the next couple years. authored by expert/s in our company) 46 Quadrant: LESS POPULAR & LESS EFFECTIVE Currently Used By Less Than 50%. The following table organizes the “future use” measures above by the four quadrants into which each offer was slotted according to overall usage versus effectiveness ratings from current users. webinar) 72 14 Podcast 54 Continued on next page © 2007 RainToday. Average Rating Among Users = Less Than “Somewhat Effective” 12 Trial terms for our services (month free.) 27 13 On-Demand online seminar (i.e. With that caveat in mind. found in the section titled “Evaluating Offers And Their Content”. sample software.

What’s Working In Lead Generation

Overview, Continued
Who will increase efforts? Depending on the offer, several interesting differences can be seen within our comparison groups regarding non-users seriously considering using the offers in the near future:

LESSER-KNOWN COMPANIES VS. VERY WELL KNOWN COMPANIES
% Seriously Considering Using LesserVery Well Known Known 81 65 75 63 57 47 67 50 73 47 43 27 67 46 50 38 49 28 68 41 33 14

Offer Article authored by expert(s) in our company Case study on issues in our clients’ fields Podcast On-Demand online seminar In-Person seminar Telephone-Based seminar Live online seminar eBook (digital form only, authored by expert/s in our company) Entry-Level service Introductory / Consultative sales call “Trial” terms for our services

OTHER GROUPS
Groups Seriously Considering Using In Next 2 Years BY GEOGRAPHY OF CLIENT BASE Podcast • 59-61% companies with national or international client base, versus 48-50% companies with local or regional client base eBook (digital form only, authored • 50-57% companies with national or international client base, by expert/s in our company) versus 35-43% companies with local or regional client base On-Demand online seminar • 68-73% companies with national or international client base, versus 53-56% companies with local or regional client base BY ABILITY TO GENERATE LEADS In-Person seminar • 73% “Fair / Poor” lead generators, versus 60% “Excellent / Good” lead generators Introductory / Consultative sales call • 67% “Fair / Poor” lead generators, versus 48% “Excellent / Good” lead generators “Trial” terms for our services • 33% “Fair / Poor” lead generators, versus 21% “Excellent / Good” lead generators BY COMPANY SIZE Telephone-Based seminar • 45% companies with annual revenue less than $1 million, versus 32-34% companies with at least $1 million Book authored by expert/s in our • 56% Independent practitioners, versus 32-42% of the larger company companies • 54% companies with annual revenue less than $1 million, versus 35-37% companies with at least $1 million Continued on next page Offer

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Overview, Continued
Who will increase efforts? (continued)
Offer eBook (digital form only, authored by expert/s in our company) Groups Seriously Considering Using In Next 2 Years • 56% Independent practitioners, versus 40-45% of the larger companies • 53% companies with annual revenue less than $1 million, versus 39-43% companies with at least $1 million • 36% Independent practitioners, versus 16-29% of the larger companies

“Trial” terms for our services

Future use of types of content

The types of content below, all currently popular and considered “effective,” also appeal to the non-users, with more than 2/3 of non-users seriously considering using these kinds of content for their lead generating offers in the next two years.
In Next Two Years… % Seriously % Who Considering Won't Using Use 92 80 78 74 73 71 70 68 8 20 22 26 27 29 30 32

Types Of Content Client and Partner testimonials / referrals How-To tips, tactics, and advice Case Studies of how our prospects' types of businesses solve pressing issues related to our area of expertise Best-Practice methodology based on our company's area of expertise Emerging trends in our prospects' fields Content 100% focused on individual prospect's specific situation (i.e. in a consultative sales call) ROI / Financial Justification of contracting for services Research data relevant to our prospects' fields

N= 88 127 194 129 163 105 200 207

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What’s Working In Lead Generation

ANALYSIS SECTIONS BY FIRM DEMOGRAPHICS

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Analysis By Industry Overview
Industry comparisons Professional services industries often share commonalities in terms of their challenges, goals, company structures, services nature, and other key components. In fact, this commonality is the foundation of RainToday.com: we have much to learn from each other. However, our research bears out that each industry is a little bit “special” in its historical outlook towards sales, marketing, and lead generation in general – as well as in its current approach and attitude toward the future. In this section, you’ll learn more of the nuances in difference between industries when it comes to professional services lead generation. This section includes: 1. An overview of where industry differences tend to emerge in the data 2. Industry-by-Industry highlights

Growth of annual revenue

The industries below stand out for higher growth rates than others in the past two years, among respondent companies: Percentage Who Grew Annual Revenue By 50%+ In Past Two Years • Marketing, PR, Advertising: 38.5% • IT Services and Consulting: 38.0% • Management Consulting: 32.4% • Financial / Insurance / Real Estate Services: 29.8% • Training / Executive Education: 24.1% Trends Indicating Similar Growth* • Human Resources / OD Consulting: 35.7% • Other Consulting / Professional Services: 31.0% Other industries’ growth occurred more in the 10-49% range than in the highest-growth range. The following chart illustrates how much growth respondents in each industry have seen in the past two years.
* N = 724 total; 31-135 per industry with exception of “HR/OD Services” and “Other Consulting / Professional Services” (N = 28-29)

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1% 29.3% 62.8% 18.0% 36.7% 12.9% Training / Exec Ed 24.0% 20.0% 50. IT Services Adv / Consulting HROD 35.6% Grew 50% + Grew 10-49% Grew <10% What’s Working In Lead Generation Continued on next page No Change / Decreased 122 .6% 22.6% 15.7% 46.2% 50.2% 22. 10.0% Mktg.7% 32.7% 6.5% AEC 10.1% 15. Continued 60.6% 14.8% 42.Growth Profile By Industry (Past 2 Years) Grew 50% + 70.0% 0. Etc. LLC Acctg.com & Wellesley Hills Group.8% 31.1% 10.7% 45.7% 34.4% 33.2% 38.9% FIRE 29.0% 41.6% 15.8% 14.8% 11.3% Law 9.0% 40.0% Grew 10-49% Grew <10% No Change / Decreased Overview.0% 24.4% 7.7% 12.9% 14.5% 38. Tax.4% 20.8% Mgmt Other Consulting Consulting 31.6% 12.0% % Respondents 30.5% © 2007 RainToday.0% 10. PR.1% 12.

Continued Ability to generate leads These four industries appear most confident about their companies’ overall ability to generate leads.34 7 35 55 3 2.50 8 37 46 10 2.13 A circled number indicates a significant difference from other industries for that rating. Real Estate: 63% • Architecture. Bookkeeping (N = 67) Human Resources. with more than half of respondents indicating they were “Excellent” or “Good” at generating leads: % “Excellent” or “Good” • Financial. Construction: 59% • Marketing. Tax. Construction (N = 147) Marketing. Advertising (N = 168) Accounting. Bookkeeping: 54% See all industries’ ratings and points of significant difference from each other (circled) in the following chart: Overall Ability To Generate Leads . Continued on next page © 2007 RainToday. Insurance.65 9 45 37 9 2. at a 95% confidence level.60 17 40 34 9 2.43 6 38 47 9 2. Engineering.69 8 56 7 52 36 5 2. OD Consulting (N = 36) Management Consulting (N = 167) Other Consulting and Professional Services (N = 34) Training. Tax.41 7 36 42 15 2.45 31 48 20 2.54 6 42 50 3 2. Payroll.com & Wellesley Hills Group. PR.What’s Working In Lead Generation Overview.By Industry - 4 (Excellent) 0% Financial. Executive Education. Payroll. Coaching (N = 59) Law Firms / Legal Services (N = 60) IT Services and 1 Consulting (N = 104) 25% 3 (Good) 50% 2 (Fair) 75% 1 (Poor) 100% Mean Rating 35 2 2. Engineering. Real Estate (N = 52) Architecture. Insurance. Advertising: 57% • Accounting. LLC 123 . PR.

Continued Average quality of incoming leads Architecture.com & Wellesley Hills Group. Construction Law Firms / Legal Services Accounting. underlined numbers indicate a significant difference versus other industries. Engineering.0% 21. Executive Education.6% 24.0% Financial.0% 20. Tax.2% Bolded.8% 22.1% 53.2% 23. Architecture.0% 40. LLC 124 .What’s Working In Lead Generation Overview. & Construction companies see higher proportions of “sales-ready” leads.8% 58.2% 49.2% 20. Payroll.0% 52. Real Estate Architecture. * For this measure the industries of Marketing. Advertising Human Resources and Organizational Development Consulting Management Consulting Training.9% 26.8% 44. what percentage typically: Industry* …is salesready? …requires further nurturing? …is disqualified from the sales process? 24. PR. Management Consulting. Bookkeeping Marketing.0% 20.4% 47. By industry mean. Insurance.1% 52. Engineering. Coaching IT Services and Consulting 31.6% 23.5% 28. on average.8% 30. Continued on next page © 2007 RainToday.5% 22. on average. at the 95% confidence level.6% 53. All other industry results for this measure indicate trends only.8% 27. Engineering.9% 16. & Construction. PR. with N = 10-26.4% 31. while IT Services / Consulting companies see lower proportions of “sales-ready” leads. & Advertising.8% 36. and IT Services & Consulting had statistically valid response bases > 30.

Categories Mentioned UNAIDED By Respondents – Percentage Response By Industry Marketing. SEO) Networking Thought leadership (writing. website traffic. Real Estate (N = 37) 59 35 22 3 24 Law Firms / Legal Services (N = 23) 83 52 22 9 26 4 13 26 17 17 17 9 9 4 Human Resources and OD Consulting (N = 24) 71 50 13 8 29 33 25 13 17 29 13 4 8 Other Consulting / Professional Services (N = 21) 57 24 29 5 33 29 29 10 10 10 10 14 5 5 - Referrals • Client / partner referrals • General referrals • Both Hosting / Attending / Speaking at events Cold calling / telephone prospecting Online marketing (adwords. Coaching (N = 50) 56 28 22 6 Financial. Insurance. Construction (N = 96) 59 41 17 2 27 16 9 19 14 Management Consulting (N = 119) 65 34 24 6 IT Services / Consulting (N = 61) 54 31 18 5 31 25 30 18 15 10 13 13 8 2 2 2 Accounting. speaking) Personal relationships / direct contact Partnering / professional organizations Email marketing / (e)newsletters Repeat business with existing clients Direct mail marketing Public Relations / press releases / relationships Advertising (offline) Trial / free offers Pro Bono / volunteer work / charity Respond to RFP's 41 23 15 44 26 28 10 16 8 8 12 2 2 8 2 4 2 2 32 11 8 8 11 8 22 5 8 3 14 3 25 18 10 6 8 6 4 3 3 3 - 23 9 13 9 9 - 29 20 1 9 7 1 1 3 4 14 3 6 3 3 - 19 2 9 4 4 © 2007 RainToday.com & Wellesley Hills Group. Payroll. Bookkeeping (N = 47) 62 17 38 6 26 23 13 Training. Engineering.What’s Working In Lead Generation Top Ways To Generate Quality Leads. Tax. LLC 125 . Executive Education. Advertising (N = 111) 51 32 14 6 28 30 23 14 14 5 11 16 4 Architecture. PR.

03 Financial.02 2.06 2.18 3.57 3.32 2.14 3. Engineering. Real Estate 3. 4 = Very Challenging. Coaching 3.00 Law Firms / Legal Services 3.86 2. Executive Education. tactic.39 3.38 3. at the 95% confidence level.42 3.64 2.72 2.64 2.42 2.83 Other Consulting / Professional Services 3.31 3.90 2.20 2.00 3.00 2.99 2.29 © 2007 RainToday.08 2.71 2.24 2.58 3. or offer that works well for us Implementing our plan (even when we agree upon it) Having appropriate skills and knowledge among people charged with generating leads Knowing how to measure our lead generation success Funding lead generation activities Gaining participation from professionals / practitioners Agreeing on which action to take Coordinating efforts between marketing and selling groups Gaining support from company leaders for lead generation activities 3. Bookkeeping 3.73 3.51 3.85 2.72 1. 3 = Somewhat Challenging.81 2.49 3.56 3.83 3.65 2. Insurance.29 2.22 2.84 3.18 2.70 3.82 3. Construction 3.29 Management Consulting 3.67 2.64 2.90 2.31 2. PR.47 Human Resources and OD Consulting 3.32 3.33 3.78 2.32 3.47 3.00 3.58 3.13 3.16 Accounting.89 2.59 3.45 3.36 2.17 2.47 3.52 2.56 2.25 2.37 3.88 3. 2 = Not Very Challenging.12 3.36 Training. Tax.33 3.37 3.96 2.54 3. LLC 126 .46 2.76 2.37 3.08 3.04 IT Services / Consulting 3.81 3.12 2.42 2.60 3.61 2.33 3.65 3. 1 = Not At All Challenging Bolded.91 3.24 2.26 2.19 3.29 3. Payroll.71 2.09 2.90 2. underlined numbers indicates a significant difference versus several other industries.05 3.56 2.60 3.What’s Working In Lead Generation Mean Rating Of Lead Generation Challenges – By Industry 5 = Extremely Challenging.86 2.45 3.32 3.19 3.15 2.42 3.63 3.34 3. Advertising Having time to generate leads Having enough people / the right people to generate leads Finding a strategy.com & Wellesley Hills Group.91 2.53 3.05 2. Marketing.08 Architecture.

including: • How they differed significantly from other industries (at the 95% confidence level). Payroll. • 40% allocate from 2. • 5% allocate from 10% to less than 15% of revenue to marketing / sales. Tax. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities. Tax.What’s Working In Lead Generation Accounting.5% to less than 5% of revenue to marketing / sales. • An overview of their lead generation tactical usage and effectiveness ratings. Who’s expected to generate leads This industry differs from others significantly regarding who’s expected to generate leads for the company’s services for: Lead Generators Professionals (those likely to do the work once it’s confirmed) This Industry’s Measure 63% (significantly > 4 other industry groups) Continued on next page © 2007 RainToday. Bookkeeping Services Additional highlights of this industry This section includes an overview of selected study results from Accounting. Unless otherwise noted.com at service@raintoday.5% of revenue to marketing / sales.com & Wellesley Hills Group. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. • 5% allocate 20% or more of revenue to marketing / sales. and Bookkeeping Service companies.com or call 508-405-0438. Payroll. LLC 127 . For industry comparisons of the following measures. significant differences versus other industries are noted by bold and underlined numbers. • 20% allocate from 5% to less than 10% of revenue to marketing / sales. Among this industry: • 31% allocate less than 2. please contact RainToday.

Networking (23%) 5. Cold calling / telephone prospecting (23%) 4. LLC 128 . respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. Payroll. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above. Referrals (62%) 2. Continued on next page © 2007 RainToday. As a reminder. Bookkeeping Services. and among network • 42% Most efforts directed toward generating referrals among current and past clients. Continued Current approach to getting new business Among this industry: • 25% Most efforts directed toward lead generation (targeting new prospects) • 33% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. Direct mail marketing (19%) * Percentages indicate portion of respondents whose “top way” fell into that particular category.What’s Working In Lead Generation Accounting. For a detailed industry comparison.com & Wellesley Hills Group. Hosting / Attending / Speaking at events (26%) 3. Tax. here were the 5 most commonly mentioned categories by this industry*: 1. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. and among network Target market knowledge This industry differed significantly from other industries regarding target market knowledge being strong or weak in the following ways: Aspect of Market Knowledge Names of organizations we should target Titles of decision makers within the target organizations This Industry’s Measure 15% “Extremely Weak” (significantly > 5 other industry groups) 16% “Extremely Weak” (significantly > 7 other industry groups) Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads.

HIGH) • Speaking at conferences/trade shows • Advertising in print media (71% . Continued CURRENT USAGE OF TACTICS BY INDUSTRY Accounting.LOW) 51 – 60% • Sponsoring high-profile events/research with well-known organizations in our field • Emailing online newsletter(s) • Company-authored content in others' print publications • Search Engine Optimization (52% .com & Wellesley Hills Group.HIGH) • Search Engine Advertising 31 – 40% • Speaking in others' live online seminars • Advertising in ad-supported websites and online publications (37% .LOW) • Participating in blog-related online conversation • Running our own telephone-based events 21 – 30% • Company-authored or affiliated blog (27% .LOW) • Advertising on TV Continued on next page © 2007 RainToday. Bookkeeping 54% “Excellent / Good” at Lead Generation (N = 63-66) 91 – 100% • Becoming members of professional organizations 81 – 90% • 'Warm' phone calls 71 – 80% • Individual letters or postcards • 'Cold' phone calls • Running our own in-person events (75% . Tax.HIGH) • Printed newsletter(s) (73% . Payroll.LOW) • Mass emails to prospects (52% . LLC 129 .HIGH) • Individual emails to prospects (62% .HIGH) 61 – 70% • Writing and distributing press releases • Connecting with press contacts • Mass letters or postcards • Professionally designed direct mail packages • Exhibiting at conferences/trade shows • Company-authored content in our own print publications (63% .LOW) • Running our own live online seminars • Emails via a 3rd party referrer (33% . Tax.What’s Working In Lead Generation Accounting. Bookkeeping Services.LOW) • Advertising on the radio (43% . Payroll.LOW) • Joining online communities related to our field 41 – 50% • Company-authored content in our own online publications • Company-authored content in other online publications (44% .

Bookkeeping Services. LLC 27 31 1.5 More Popular Less Effective 50% % Current Usage Among Participants (75%) Not Very 2.0 Effective Not At All Effective 1.0 Effective 4.com & Wellesley Hills Group.0 Low Usage 100% High Usage Accounting.Accounting.5 Very 4.5 15 30 33 Less Popular Less Effective 0% (25%) Mean Effectiveness Ratings © 2007 RainToday.0 Effective 3. Tax.0 Effective 2.5 14 9 13 2932 28 24 22 25 3 8 11 12 23 19 17 18 20 2126 16 7 10 5 4 6 1 2 Somewhat 3.0 Effectiveness More Popular More Effective Extremely 5. Payroll & Bookkeeping Services: % Current Usage of Lead Generation Tactic / Strategy Vs. Tax. Mean Effectiveness Ratings Less Popular More Effective 21 TACTICS Above 50% Usage 12 TACTICS Above 3. Payroll. Continued What’s Working In Lead Generation Continued on next page 130 .

com & Wellesley Hills Group. Payroll. Continued No. Tax. 1 2 4 5 6 7 8 10 12 9 11 14 3 16 17 18 19 20 21 22 23 24 25 26 13 15 27 28 29 30 31 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in our own print publications Quadrant: LESS POPULAR & MORE EFFECTIVE Company-authored content in our own online publications Company-authored content in other online publications Running our own live online seminars Quadrant: MORE POPULAR & LESS EFFECTIVE Individual emails to prospects ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Printed newsletter(s) Quadrant: LESS POPULAR & LESS EFFECTIVE Speaking in others’ live online seminars Company-authored or affiliated blog Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Search Engine Advertising Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday. LLC 131 . Bookkeeping Services.What’s Working In Lead Generation Accounting.

Tax. with these options: • We have not used it. none passed the threshold of 75% of non-users “seriously considering using” them in the next two years. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents. see “The $100.What’s Working In Lead Generation Accounting. LLC 132 . 2. Continued The $100. but we’re seriously considering using it in the next 2 years. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. the top categories of how companies would use an additional $100.com & Wellesley Hills Group. 6.000 of additional funding for its sales and marketing efforts this year. and we won’t use it in the next 2 years. Bookkeeping Services.000 for sales and marketing were as follows: 1.000 Question” section in the main report. strategies. and offers were asked to indicate their planned usage in the future. Build new / rebuild / upgrade website (11% of responses) Hire additional staff (11% of responses) Host / sponsor / attend trade shows / events (10% of responses) Direct mail campaign (10% of responses) TV / Radio / Print ads (7% of responses) Seminars (7% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”. • We have not used it.000 question You’ve just learned your company has $100. 3. 5. Payroll. Among this industry. © 2007 RainToday. regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 100 80 75 75 Lead Generation Tactics & Strategies 'Warm' phone calls Becoming members of professional organizations Search Engine Optimization Writing and distributing press releases Running our own in-person events Note: Of the lead generation offers evaluated by this industry. 4. Future use of tactics and offers Participants who had not used particular lead generation tactics.

please contact RainToday.What’s Working In Lead Generation Architecture. • An overview of their lead generation tactical usage and effectiveness ratings. Unless otherwise noted. For industry comparisons of the following measures. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads. and Construction companies. Engineering. • 34% allocate from 2.com & Wellesley Hills Group. Among this industry: • 28% allocate less than 2.com at service@raintoday. Engineering.5% of revenue to marketing / sales.com or call 508-405-0438. • 2% allocate from 10% to less than 15% of revenue to marketing / sales. Who’s expected to generate leads This industry differs from others significantly regarding who’s expected to generate leads for the company’s services for: Lead Generators Leaders of the firm Professionals (those likely to do the work once it’s confirmed) Professional marketing staff VP-Level marketing staff This Industry’s Measure 90% (significantly > 6 other industry groups) 78% (significantly > 8 other industry groups) 52% (significantly > 7 other industry groups) 24% (significantly > 4 other industry groups) Continued on next page © 2007 RainToday. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. • 1% allocate 20% or more of revenue to marketing / sales. • 2% allocate from 15% to less than 20% of revenue to marketing / sales. • 33% allocate from 5% to less than 10% of revenue to marketing / sales. Construction Services Highlights of this industry This section includes an overview of selected study results from Architecture. including: • How they differed significantly from other industries (at the 95% confidence level).5% to less than 5% of revenue to marketing / sales. significant differences versus other industries are noted by bold and underlined numbers. LLC 133 .

What’s Working In Lead Generation Architecture. Hosting / Attending / Speaking at events (27%) 4. with 41% specified as “client / partner referrals”) 2. and how it rates them in terms of effectiveness in generating leads. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. Referrals (59%. As a reminder. Networking (19%) * Percentages indicate portion of respondents whose “top way” fell into that particular category. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. Engineering. LLC 134 . and among network • 37% Most efforts directed toward generating referrals among current and past clients. Partnering / professional organizations (20%) 5. For a detailed industry comparison. and among network • 2% don’t know Target market knowledge This industry differed significantly from other industries regarding target market knowledge being strong or weak in the following ways: Aspect of Market Knowledge Names of organizations we should target Titles of decision makers within the target organizations This Industry’s Measure 64% “Extremely / Somewhat Strong” (significantly > 4 other industry groups) 32% “Neither Strong Nor Weak” (significantly > 4 other industry groups) Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. here were the 5 most commonly mentioned categories by this industry*: 1.com & Wellesley Hills Group. Continued on next page © 2007 RainToday. Personal relationships / direct contact (29%) 3. Construction Services. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above. Continued Current approach to getting new business Among this industry: • 16% Most efforts directed toward lead generation (targeting new prospects) • 46% Efforts directed half toward lead generation and half toward generating referrals among current and past clients.

LOW) Advertising in print media (79% .HIGH) Individual letters or postcards (88% .LOW) Emailing online newsletter(s) – 35% (LOW) Company-authored content in our own online publications (35% .HIGH) Becoming members of professional organizations 'Cold' phone calls (95% .HIGH) Company-authored content in others' print publications Sponsoring high-profile events/research with well-known organizations in our field Running our own in-person events (56% .HIGH) Individual emails to prospects (79% .LOW) Company-authored content in our own print publications Joining online communities related to our field Printed newsletter(s) Mass emails to prospects (47% . Engineering.LOW) Running our own telephone-based events (21% .LOW) Speaking in others' live online seminars (27% .LOW) Continued on next page 91 – 100% 81 – 90% 71 – 80% 61 – 70% 51 – 60% 41 – 50% 31 – 40% 21 – 30% 11 – 20% • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • © 2007 RainToday.LOW) Advertising on TV (14% .LOW) Advertising in ad-supported websites and online publications (36% .LOW) Running our own live online seminars (23% .HIGH) Exhibiting at conferences/trade shows (82% .LOW) Participating in blog-related online conversation Search Engine Advertising (27% .LOW) Emails via a 3rd party referrer Company-authored content in other online publications (39% .com & Wellesley Hills Group. Continued CURRENT USAGE OF TACTICS BY INDUSTRY Architecture.What’s Working In Lead Generation Architecture. Engineering. Construction Services.LOW) Search Engine Optimization (55% .LOW) Advertising on the radio (24% .HIGH) Speaking at conferences/trade shows Writing and distributing press releases Mass letters or postcards Connecting with press contacts Professionally designed direct mail packages (70% . Construction 59% “Excellent / Good” at Lead Generation (N = 131-135) 'Warm' phone calls (99% .LOW) Company-authored or affiliated blog (17% . LLC 135 .

0 Effective Less Popular Less Effective 0% Not At All Effective 1. Construction Services. LLC 1.5 13 12 8 23 11 10 7 5 18 3 19 17 6 4 1 2 © 2007 RainToday. Engineering & Construction: % Current Usage of Lead Generation Tactic / Strategy Vs.0 Effectiveness More Popular More Effective Extremely 5. Engineering.0 Effective Not Very 2. Mean Effectiveness Ratings Less Popular More Effective 19 TACTICS Above 50% Usage 14 TACTICS Above 3.5 15 14 9 25 29 32 30 28 22 27 26 20 21 24 16 31 2.Architecture.com & Wellesley Hills Group.5 33 (25%) (75%) Mean Effectiveness Ratings Somewhat 3.5 Very 4.0 Low Usage More Popular Less Effective 50% % Current Usage Among Participants 100% High Usage Architecture.0 Effective 3. Continued What’s Working In Lead Generation Continued on next page 136 .0 Effective 4.

1 2 3 4 5 6 7 8 10 17 18 11 13 15 12 16 19 20 21 23 24 26 9 14 22 25 27 28 29 30 31 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Sponsoring high-profile events/research with well-known organizations in our field Individual letters or postcards Writing and distributing press releases Quadrant: LESS POPULAR & MORE EFFECTIVE Company-authored content in other online publications Speaking in others’ live online seminars Company-authored or affiliated blog Quadrant: MORE POPULAR & LESS EFFECTIVE Company-authored content in our own print publications ‘Cold’ phone calls Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Professionally designed direct mail packages Joining online communities related to our field Printed newsletter(s) Quadrant: LESS POPULAR & LESS EFFECTIVE Company-authored content in our own online publications Running our own live online seminars Mass emails to prospects Emailing online newsletter(s) Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Search Engine Advertising Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday. Continued No.com & Wellesley Hills Group. Construction Services. LLC 137 . Engineering.What’s Working In Lead Generation Architecture.

regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 100 86 86 84 81 79 Lead Generation Tactics & Strategies 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Individual letters or postcards Writing and distributing press releases Note: Of the lead generation offers evaluated by this industry. with these options: • We have not used it. see “The $100. Build new / rebuild / upgrade website (13% of responses) 2. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents. none passed the threshold of 75% of non-users “seriously considering using” them in the next two years.000 of additional funding for its sales and marketing efforts this year. the top categories of how companies would use an additional $100.000 Question” section in the main report. Continued The $100. LLC 138 . and we won’t use it in the next 2 years. strategies.com & Wellesley Hills Group. Host / sponsor / attend trade shows / events (10% of responses) 3. • We have not used it.000 for sales and marketing were as follows: 1. Future use of tactics and offers Participants who had not used particular lead generation tactics. Contract with outside provider (8% of responses) 6. Engineering. Among this industry. Hire additional staff (9% of responses) 5. but we’re seriously considering using it in the next 2 years. and offers were asked to indicate their planned usage in the future.What’s Working In Lead Generation Architecture.000 question You’ve just learned your company has $100. Sales training / coaching (8% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”. © 2007 RainToday. Create new / upgrade marketing materials / resources (10% of responses) 4. Construction Services. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending.

5% to less than 5% of revenue to marketing / sales.5% of revenue to marketing / sales. Current approach to getting new business Among this industry: • 42% Most efforts directed toward lead generation (targeting new prospects) • 33% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. • 19% allocate from 2. • 25% allocate from 5% to less than 10% of revenue to marketing / sales. and among network Continued on next page © 2007 RainToday. LLC 139 . Real Estate Services Highlights of this industry This section includes an overview of selected study results from Financial. significant differences versus other industries are noted by bold and underlined numbers. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads.com & Wellesley Hills Group. Unless otherwise noted. Insurance. Insurance. • 19% allocate from 10% to less than 15% of revenue to marketing / sales. For industry comparisons of the following measures. including: • How they differed significantly from other industries (at the 95% confidence level). • 3% allocate from 15% to less than 20% of revenue to marketing / sales. Among this industry: • 24% allocate less than 2.com or call 508-405-0438. • 10% allocate 20% or more of revenue to marketing / sales. please contact RainToday.com at service@raintoday. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. and among network • 25% Most efforts directed toward generating referrals among current and past clients. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities.What’s Working In Lead Generation Financial. • An overview of their lead generation tactical usage and effectiveness ratings. and Real Estate Services & Consulting companies.

Advertising (offline) (14%) * Percentages indicate portion of respondents whose “top way” fell into that particular category. For a detailed industry comparison. and how it rates them in terms of effectiveness in generating leads. As a reminder. Continued Target market knowledge This industry differed significantly from other industries regarding target market knowledge being strong or weak in the following ways: Aspect of Market Knowledge General profile of our target market This Industry’s Measure 87% “Extremely / Somewhat Strong” (significantly > 4 other industry groups) Highlights of Top Tactics (Unaided) When respondents in this industry volunteered what they felt were the top lead generation tactics and strategies to generate quality leads. Cold calling / telephone prospecting (32%) 3. Referrals (59%) 2. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. Continued on next page © 2007 RainToday. Insurance. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. LLC 140 . Email marketing / eNewsletters (22%) 5. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above.com & Wellesley Hills Group.What’s Working In Lead Generation Financial. Hosting / Attending / Speaking at events (24%) 4. the categories that stood out from responses in other industries included: “Top Tactic” Category Mentioned Advertising (offline) % Of Industry Participants Who Volunteered The Tactic 14% (significantly > 3 other industry groups) For a detailed industry comparison. here were the 5 most commonly mentioned categories by this industry*: 1. Real Estate Services.

What’s Working In Lead Generation

Financial, Insurance, Real Estate Services, Continued
CURRENT USAGE OF TACTICS BY INDUSTRY Financial, Insurance, Real Estate 63% “Excellent / Good” at Lead Generation (N = 48-51) 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Individual letters or postcards Speaking at conferences/trade shows Writing and distributing press releases 'Cold' phone calls Mass letters or postcards (82% - HIGH) Connecting with press contacts Mass emails to prospects (76% - HIGH) Search Engine Optimization (73% - HIGH) Emailing online newsletter(s) Professionally designed direct mail packages (70% - HIGH) Company-authored content in others' print publications Exhibiting at conferences/trade shows Running our own in-person events Company-authored content in our own online publications Advertising in print media Company-authored content in our own print publications (67% - HIGH) Search Engine Advertising (65% - HIGH) Printed newsletter(s) Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in other online publications Advertising in ad-supported websites and online publications (57% - HIGH) Running our own telephone-based events (56% - HIGH) Speaking in others' live online seminars Emails via a 3rd party referrer Joining online communities related to our field Company-authored or affiliated blog (47% - HIGH) Participating in blog-related online conversation Running our own live online seminars Advertising on the radio (40% - HIGH) Advertising on TV (38% - HIGH)

91 – 100% 81 – 90%

71 – 80%

61 – 70%

51 – 60%

41 – 50%

31 – 40%

• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

Continued on next page

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Financial, Insurance & Real Estate Services: % Current Usage of Lead Generation Tactic / Strategy Vs. Mean Effectiveness Ratings Less Popular More Effective 28 TACTICS Above 50% Usage 17 TACTICS Above 3.0 Effectiveness More Popular More Effective

Extremely 5.0 Effective 4.5

Very 4.0 Effective 6 14 15 24 27 30 2.5 28 32 33 31 26 29 11 10 9 7 12 25 19 23 8 13 5 3.5

4 1 3 18 16 21 22 20 17 2

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1.5 Less Popular Less Effective 0%
(25%)

Mean Effectiveness Ratings

Somewhat 3.0 Effective

Not Very 2.0 Effective

More Popular Less Effective 50% % Current Usage Among Participants
(75%)

Financial, Insurance, Real Estate Services, Continued

Not At All Effective 1.0 Low Usage

100% High Usage

What’s Working In Lead Generation

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Financial, Insurance, Real Estate Services, Continued
No. 1 2 3 4 5 6 7 8 9 10 11 12 13 24 31 14 15 16 17 18 19 20 21 22 23 25 26 27 28 29 30 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Company-authored content in our own online publications Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in other online publications Company-authored content in our own print publications Speaking in others’ live online seminars Joining online communities related to our field Running our own telephone-based events Quadrant: LESS POPULAR & MORE EFFECTIVE Running our own live online seminars Company-authored or affiliated blog Quadrant: MORE POPULAR & LESS EFFECTIVE ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Emailing online newsletter(s) Printed newsletter(s) Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Search Engine Advertising Quadrant: LESS POPULAR & LESS EFFECTIVE Participating in blog-related online conversation Advertising on the radio Advertising on TV Continued on next page

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Financial, Insurance, Real Estate Services, Continued
The $100,000 question You’ve just learned your company has $100,000 of additional funding for its sales and marketing efforts this year. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. Among this industry, the top categories of how companies would use an additional $100,000 for sales and marketing were as follows: 1. 2. 3. 4. 5. Hire additional staff (12% of responses) Contract with outside provider (10% of responses) Build new / rebuild / upgrade website (8% of responses) Webinars (8% of responses) TV / Radio / Print ads (8% of responses)

For more detail on “Hire additional staff” or “Contract with outside provider”, see “The $100,000 Question” section in the main report.

Future use of tactics and offers

Participants who had not used particular lead generation tactics, strategies, and offers were asked to indicate their planned usage in the future, with these options: • We have not used it, but we’re seriously considering using it in the next 2 years. • We have not used it, and we won’t use it in the next 2 years. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents, regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 100 100 82 75 75 75
Continued on next page

Lead Generation Tactics & Strategies 'Warm' phone calls Individual emails to prospects Search Engine Optimization Connecting with press contacts Becoming members of professional organizations Writing and distributing press releases Running our own live online seminars

© 2007 RainToday.com & Wellesley Hills Group, LLC

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Insurance.com & Wellesley Hills Group. Real Estate Services. LLC 145 . Continued Future use of tactics and offers (continued) Lead Generation Offers Article authored by expert/s in our company Introductory/Consultative sales call Case study on issues in our clients' fields In-Person seminar % Industry’s Non-Users “Seriously Considering” (Per Offer) 91 83 79 77 © 2007 RainToday.What’s Working In Lead Generation Financial.

• 7% allocate from 15% to less than 20% of revenue to marketing / sales. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities. Current approach to getting new business Among this industry: • 31% Most efforts directed toward lead generation (targeting new prospects) • 36% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. please contact RainToday. • 26% allocate from 2. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. For industry comparisons of the following measures. including: • How they differed significantly from other industries (at the 95% confidence level).What’s Working In Lead Generation Human Resources & Organizational Development Consulting Highlights of this industry This section includes an overview of selected study results from Human Resources & Organizational Development Consulting companies. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads.com or call 508-405-0438. and among network Continued on next page © 2007 RainToday. • 7% allocate from 10% to less than 15% of revenue to marketing / sales. Among this industry: • 17% allocate less than 2.5% of revenue to marketing / sales. • 26% allocate from 5% to less than 10% of revenue to marketing / sales. LLC 146 . significant differences versus other industries are noted by bold and underlined numbers.com at service@raintoday.5% to less than 5% of revenue to marketing / sales. • An overview of their lead generation tactical usage and effectiveness ratings. and among network • 28% Most efforts directed toward generating referrals among current and past clients. • 17% allocate 20% or more of revenue to marketing / sales. Unless otherwise noted.com & Wellesley Hills Group.

4. Referrals (71%) Cold calling / telephone prospecting (33%) Hosting / Attending / Speaking at events (29%) Email marketing / eNewsletters (29%) Online marketing (AdWords. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. 5. For a detailed industry comparison.What’s Working In Lead Generation Human Resources & Organizational Development Consulting. and how it rates them in terms of effectiveness in generating leads. here were the 5 most commonly mentioned categories by this industry*: 1. SEO) (25%) Note: N = 24 among this industry. Because N < 30. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. LLC 147 . Continued Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. website traffic.com & Wellesley Hills Group. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above. * Percentages indicate portion of respondents whose “top way” fell into that particular category. Continued on next page © 2007 RainToday. results are not statistically significant but can indicate general trends. 3. As a reminder. for this question. 2. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them.

com & Wellesley Hills Group.HIGH) Connecting with press contacts Search Engine Optimization Emailing online newsletter(s) Company-authored content in our own online publications Joining online communities related to our field Mass letters or postcards (56% . LLC 148 .LOW) 91 – 100% 81 – 90% 71 – 80% 61 – 70% 51 – 60% 41 – 50% 31 – 40% 21 – 30% 11 – 20% • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Continued on next page © 2007 RainToday.LOW) Company-authored content in other online publications Company-authored content in our own print publications Advertising in print media Advertising in ad-supported websites and online publications Search Engine Advertising Speaking in others' live online seminars Company-authored or affiliated blog Sponsoring high-profile events/research with well-known organizations in our field Running our own live online seminars Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Advertising on TV (13% . Continued CURRENT USAGE OF TACTICS BY INDUSTRY Human Resources and OD Consulting 47% “Excellent / Good” at Lead Generation (N = 31-35) Becoming members of professional organizations 'Warm' phone calls Individual emails to prospects 'Cold' phone calls Individual letters or postcards Exhibiting at conferences/trade shows Speaking at conferences/trade shows Company-authored content in others' print publications Writing and distributing press releases Professionally designed direct mail packages Mass emails to prospects Emails via a 3rd party referrer (63% .What’s Working In Lead Generation Human Resources & Organizational Development Consulting.LOW) Printed newsletter(s) Running our own in-person events (55% .

Continued Human Resources & Organizational Development Consulting: % Current Usage of Lead Generation Tactic / Strategy Vs.5 31 32 30 25 24 18 20 2223 27 26 © 2007 RainToday. Mean Effectiveness Ratings Less Popular More Effective 23 TACTICS Above 50% Usage 14 TACTICS Above 3.com & Wellesley Hills Group.0 Effective 2.0 Low Usage 100% High Usage Human Resources & Organizational Development Consulting.0 Effective 4. LLC 1.0 Effective 3.5 Very 4. What’s Working In Lead Generation Continued on next page 149 .5 Less Popular Less Effective 0% (25%) Mean Effectiveness Ratings Not Very 2.5 33 14 10 15 29 21 28 11 9 5 7 1917 16 13 12 6 8 2 3 4 1 Somewhat 3.0 Effectiveness More Popular More Effective Extremely 5.0 Effective More Popular Less Effective 50% % Current Usage Among Participants (75%) Not At All Effective 1.

What’s Working In Lead Generation Human Resources & Organizational Development Consulting. LLC 150 . Continued No. 1 2 4 5 6 8 9 11 12 10 13 14 15 33 3 7 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Search Engine Optimization Company-authored content in our own online publications Company-authored content in other online publications Company-authored content in our own print publications Quadrant: LESS POPULAR & MORE EFFECTIVE Sponsoring high-profile events/research with well-known organizations in our field Speaking in others’ live online seminars Running our own live online seminars Company-authored or affiliated blog Advertising on TV Quadrant: MORE POPULAR & LESS EFFECTIVE Individual emails to prospects Company-authored content in others' print publications ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Printed newsletter(s) Emails via a 3rd party referrer Quadrant: LESS POPULAR & LESS EFFECTIVE Advertising in ad-supported websites and online publications Search Engine Advertising Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Continued on next page © 2007 RainToday.com & Wellesley Hills Group.

LLC 151 . and we won’t use it in the next 2 years. 4. 3. with these options: • We have not used it. Among this industry.000 Question” section in the main report.000 question You’ve just learned your company has $100. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. strategies. Hire additional staff (16% of responses) Build new / rebuild / upgrade website (13% of responses) Direct mail campaign (11% of responses) PR (8% of responses) Host / sponsor / attend trade shows / events (8% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”. regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 100 88 86 86 85 82 75 75 Continued on next page Lead Generation Tactics & Strategies Connecting with press contacts Becoming members of professional organizations Speaking at conferences/trade shows Emailing online newsletter(s) Company-authored content in our own online publications Search Engine Optimization Writing and distributing press releases Company-authored content in others' print publications Speaking in others' live online seminars © 2007 RainToday. the top categories of how companies would use an additional $100. and offers were asked to indicate their planned usage in the future. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents. 5.000 for sales and marketing were as follows: 1. but we’re seriously considering using it in the next 2 years.com & Wellesley Hills Group. see “The $100. 2.000 of additional funding for its sales and marketing efforts this year.What’s Working In Lead Generation Human Resources & Organizational Development Consulting. Continued The $100. Future use of tactics and offers Participants who had not used particular lead generation tactics. • We have not used it.

What’s Working In Lead Generation Human Resources & Organizational Development Consulting. LLC 152 .com & Wellesley Hills Group. Continued Future use of tactics and offers (continued) Lead Generation Offers Article authored by expert/s in our company In-Person seminar % Industry’s Non-Users “Seriously Considering” (Per Offer) 88 77 © 2007 RainToday.

For industry comparisons of the following measures. Who’s expected to generate leads This industry differs from others significantly regarding who’s expected to generate leads for the company’s services for: Lead Generators Professional marketing staff Professional selling staff VP-Level selling staff VP-Level marketing staff This Industry’s Measure 48% (significantly > 6 other industry groups) 57% (significantly > 8 other industry groups) 31% (significantly > 6 other industry groups) 24% (significantly > 4 other industry groups) Continued on next page © 2007 RainToday. • 8% allocate from 15% to less than 20% of revenue to marketing / sales. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads. LLC 153 . • 29% allocate from 5% to less than 10% of revenue to marketing / sales. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities.What’s Working In Lead Generation Information Technology Consulting & Services Highlights of this industry This section includes an overview of selected study results from Information Technology Consulting & Services companies. • 3% allocate 20% or more of revenue to marketing / sales. Among this industry: • 30% allocate less than 2.com at service@raintoday. including: • How they differed significantly from other industries (at the 95% confidence level). • 22% allocate from 2. • 7% allocate from 10% to less than 15% of revenue to marketing / sales. please contact RainToday.5% to less than 5% of revenue to marketing / sales.com & Wellesley Hills Group. • An overview of their lead generation tactical usage and effectiveness ratings. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. significant differences versus other industries are noted by bold and underlined numbers.5% of revenue to marketing / sales. Unless otherwise noted.com or call 508-405-0438.

5. here were the 5 most commonly mentioned categories by this industry*: 1. 4. 2. and how it rates them in terms of effectiveness in generating leads. and among network • 24% Most efforts directed toward generating referrals among current and past clients. and among network • 4% don’t know Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. Referrals (54%) Hosting / Attending / Speaking at events (31%) Online marketing (AdWords. LLC 154 . website traffic. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. SEO) (30%) Cold calling / telephone prospecting (25%) Networking (18%) * Percentages indicate portion of respondents whose “top way” fell into that particular category. For a detailed industry comparison. Continued on next page © 2007 RainToday. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above. As a reminder.What’s Working In Lead Generation Information Technology Consulting & Services.com & Wellesley Hills Group. 3. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. Continued Current approach to getting new business Among this industry: • 41% Most efforts directed toward lead generation (targeting new prospects) • 31% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies.

LOW) Advertising on the radio Advertising on TV 91 – 100% 81 – 90% 71 – 80% 61 – 70% 51 – 60% 41 – 50% 31 – 40% 21 – 30% • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Continued on next page © 2007 RainToday.LOW) Running our own in-person events (61% .What’s Working In Lead Generation Information Technology Consulting & Services.HIGH) Mass emails to prospects Advertising in print media Joining online communities related to our field Individual letters or postcards (61% .LOW) Emailing online newsletter(s) Advertising in ad-supported websites and online publications (59% .HIGH) Company-authored content in other online publications Mass letters or postcards (57% .LOW) Search Engine Advertising Participating in blog-related online conversation Running our own telephone-based events Company-authored content in our own print publications Company-authored or affiliated blog Printed newsletter(s) (38% . LLC 155 .HIGH) Professionally designed direct mail packages (52% . Continued CURRENT USAGE OF TACTICS BY INDUSTRY IT Services / Consulting 32% “Excellent / Good” at Lead Generation (N = 82-99) 'Warm' phone calls Individual emails to prospects (92% .HIGH) Writing and distributing press releases 'Cold' phone calls Connecting with press contacts Speaking at conferences/trade shows Search Engine Optimization (71% .com & Wellesley Hills Group.LOW) Company-authored content in others' print publications Emails via a 3rd party referrer Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in our own online publications Speaking in others' live online seminars Running our own live online seminars (53% .HIGH) Becoming members of professional organizations Exhibiting at conferences/trade shows (79% .

0 Effective 12 2.5 26 32 © 2007 RainToday.0 Effective 3. Continued What’s Working In Lead Generation Continued on next page 156 .com & Wellesley Hills Group.0 Effective 4.5 6 8 24 4 5 1819 16 22 21 20 33 11 7 2 15 31 30 23 2517 27 28 10 29 9 13 14 1 3 Somewhat 3.5 Very 4.0 Effective More Popular Less Effective 50% % Current Usage Among Participants (75%) Not At All Effective 1.IT Services & Consulting: % Current Usage of Lead Generation Tactic / Strategy Vs.5 Less Popular Less Effective 0% (25%) Mean Effectiveness Ratings Not Very 2. LLC 1.0 Effectiveness More Popular More Effective Extremely 5.0 Low Usage 100% High Usage Information Technology Consulting & Services. M ean Effectiveness Ratings Less Popular More Effective 26 TACTICS Above 50% Usage 15 TACTICS Above 3.

What’s Working In Lead Generation Information Technology Consulting & Services. 1 2 3 4 5 6 7 8 9 10 11 13 14 29 15 16 17 18 19 20 21 22 23 24 25 27 28 12 26 30 31 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Company-authored content in our own online publications Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in other online publications Speaking in others’ live online seminars Running our own live online seminars Search Engine Advertising Quadrant: LESS POPULAR & MORE EFFECTIVE Company-authored or affiliated blog Quadrant: MORE POPULAR & LESS EFFECTIVE ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Quadrant: LESS POPULAR & LESS EFFECTIVE Company-authored content in our own print publications Printed newsletter(s) Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday. Continued No. LLC 157 .com & Wellesley Hills Group.

with these options: • We have not used it.000 question You’ve just learned your company has $100.What’s Working In Lead Generation Information Technology Consulting & Services.000 Question” section in the main report. Online marketing (10% of responses) 3. Among this industry. Host / sponsor / attend trade shows / events (7% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”. LLC 158 .000 of additional funding for its sales and marketing efforts this year. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. the top categories of how companies would use an additional $100. and offers were asked to indicate their planned usage in the future. strategies. regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 95 94 90 90 89 88 86 83 80 79 75 Continued on next page Lead Generation Tactics & Strategies 'Warm' phone calls Speaking at conferences/trade shows Joining online communities related to our field Becoming members of professional organizations Emailing online newsletter(s) Writing and distributing press releases Individual emails to prospects Connecting with press contacts Search Engine Optimization Individual letters or postcards Company-authored content in our own online publications Company-authored or affiliated blog © 2007 RainToday. but we’re seriously considering using it in the next 2 years. Future use of tactics and offers Participants who had not used particular lead generation tactics. and we won’t use it in the next 2 years.000 for sales and marketing were as follows: 1. Continued The $100. • We have not used it. see “The $100. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents.com & Wellesley Hills Group. Hire additional staff (14% of responses) 2.

webinar) Online seminar © 2007 RainToday. webcast.com & Wellesley Hills Group. LLC 159 . Continued Future use of tactics and offers (continued) % Industry’s Non-Users “Seriously Considering” (Per Offer) 96 92 90 87 86 79 Lead Generation Offers Case study on issues in our clients' fields Article authored by expert/s in our company White paper Introductory/Consultative sales call On-Demand online seminar (i.What’s Working In Lead Generation Information Technology Consulting & Services.e.

LLC 160 . significant differences versus other industries are noted by bold and underlined numbers.com or call 508-405-0438.com at service@raintoday. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. Among this industry: • 51% allocate less than 2. • 1% allocate 20% or more of revenue to marketing / sales. Who’s expected to generate leads This industry differs from others significantly regarding who’s expected to generate leads for the company’s services for: Lead Generators Professionals (those likely to do the work once it’s confirmed) This Industry’s Measure 82% (significantly > 8 other industry groups) Continued on next page © 2007 RainToday. For industry comparisons of the following measures. • An overview of their lead generation tactical usage and effectiveness ratings. • 30% allocate from 2. • 10% allocate from 5% to less than 10% of revenue to marketing / sales.5% to less than 5% of revenue to marketing / sales. please contact RainToday.5% of revenue to marketing / sales. Unless otherwise noted.What’s Working In Lead Generation Law Firms / Legal Services Highlights of this industry This section includes an overview of selected study results from Law Firms / Legal Services companies. including: • How they differed significantly from other industries (at the 95% confidence level).com & Wellesley Hills Group. • 3% allocate from 15% to less than 20% of revenue to marketing / sales. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads. • 4% allocate from 10% to less than 15% of revenue to marketing / sales.

results are not statistically significant but can indicate general trends. 2.com & Wellesley Hills Group. 6. and among network • 3% don’t know Target market knowledge This industry differed significantly from other industries regarding target market knowledge being strong or weak in the following ways: Aspect of Market Knowledge General profile of target market Names of organizations we should target Titles of decision makers within the target organizations This Industry’s Measure 17% “Extremely Strong” (significantly < 3 other industry groups) 5% “Extremely Strong” (significantly < 7 other industry groups) 10% “Extremely Strong” (significantly < 5 other industry groups) Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. Continued Current approach to getting new business Among this industry: • 10% Most efforts directed toward lead generation (targeting new prospects) • 35% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. Referrals (83%. LLC 161 . Continued on next page © 2007 RainToday. and among network • 52% Most efforts directed toward generating referrals among current and past clients. 4. 5. For a detailed industry comparison. for this question. Because N < 30. here were the 5 most commonly mentioned categories by this industry*: 1. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. * Percentages indicate portion of respondents whose “top way” fell into that particular category. 3.What’s Working In Lead Generation Law Firms / Legal Services. with 52% specified as “client/partner referrals”) Hosting / Attending / Speaking at events (26%) Networking (26%) Thought leadership (writing / speaking) (17%) Personal relationships / direct face-to-face contact (17%) Partnering / professional organizations (17%) Note: N = 23 among this industry.

CURRENT USAGE OF TACTICS BY INDUSTRY Law Firms / Legal Services 42% “Excellent / Good” at Lead Generation (N = 49-52) 91 – 100% • Becoming members of professional organizations 81 – 90% • Speaking at conferences/trade shows (90% . respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them.What’s Working In Lead Generation Law Firms / Legal Services. and how it rates them in terms of effectiveness in generating leads. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above.HIGH) 61 – 70% • Mass letters or postcards • Exhibiting at conferences/trade shows • Sponsoring high-profile events/research with well-known organizations in our field • Search Engine Optimization • Company-authored content in our own online publications • Company-authored content in other online publications (64% .HIGH) • 'Warm' phone calls • Company-authored content in others' print publications (86% .com & Wellesley Hills Group.HIGH) 51 – 60% • 'Cold' phone calls (60% . Continued Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies.LOW) • Emailing online newsletter(s) • Professionally designed direct mail packages • Speaking in others' live online seminars (60% .HIGH) • Writing and distributing press releases • Company-authored content in our own print publications (82% . LLC 162 .HIGH) • Joining online communities related to our field • Mass emails to prospects • Printed newsletter(s) 41 – 50% • Participating in blog-related online conversation • Search Engine Advertising • Advertising in ad-supported websites and online publications • Emails via a 3rd party referrer • Company-authored or affiliated blog • Running our own telephone-based events 31 – 40% • Running our own live online seminars • Advertising on the radio 21 – 30% • Advertising on TV Continued on next page © 2007 RainToday.HIGH) • Connecting with press contacts • Running our own in-person events (84% .HIGH) • Individual emails to prospects • Individual letters or postcards 71 – 80% • Advertising in print media (73% . As a reminder.

0 Effective 3. Mean Effectiveness Ratings Less Popular More Effective 24 TACTICS Above 50% Usage 14 TACTICS Above 3.com & Wellesley Hills Group.0 Effective Not At All Effective 1.0 Effective 4.0 Effectiveness More Popular More Effective Extremely 5.0 Effective 2.5 28 27 22 26 23 Mean Effectiveness Ratings Law Firms / Legal Services. LLC 1.5 Very 4.Law Firms & Legal Services: % Current Usage of Lead Generation Tactic / Strategy Vs.5 14 31 15 24 25 30 29 16 32 33 Less Popular Less Effective 0% (25%) 13 11 8 19 20 9 10 21 6 12 5 3 18 17 7 1 4 2 Somewhat 3. Continued © 2007 RainToday.5 More Popular Less Effective 50% % Current Usage Among Participants (75%) Not Very 2.0 Low Usage 100% High Usage What’s Working In Lead Generation Continued on next page 163 .

Continued No.com & Wellesley Hills Group. 1 2 3 4 5 6 7 9 10 12 13 14 15 31 8 11 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Company-authored content in our own online publications Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in our own print publications Speaking in others’ live online seminars Quadrant: LESS POPULAR & MORE EFFECTIVE Running our own live online seminars Company-authored or affiliated blog Running our own telephone-based events Quadrant: MORE POPULAR & LESS EFFECTIVE Search Engine Optimization Company-authored content in other online publications ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Printed newsletter(s) Quadrant: LESS POPULAR & LESS EFFECTIVE Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Search Engine Advertising Participating in blog-related online conversation Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday.What’s Working In Lead Generation Law Firms / Legal Services. LLC 164 .

Among this industry. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. the top categories of how companies would use an additional $100. with these options: • We have not used it.com & Wellesley Hills Group. and offers were asked to indicate their planned usage in the future. 2.000 for sales and marketing were as follows: 1.000 question You’ve just learned your company has $100. LLC 165 . Continued The $100. 3. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents. • We have not used it. Sales training / coaching (29% of responses) Build new / rebuild / upgrade website (16% of responses) TV / radio / print ads (10% of responses) Publish book / articles / research (6% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”. regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 88 87 82 81 80 78 76 75 Continued on next page Lead Generation Tactics & Strategies Becoming members of professional organizations Running our own in-person events Running our own live online seminars Company-authored content in our own online publications Emailing online newsletter(s) Speaking at conferences/trade shows Writing and distributing press releases Search Engine Optimization Connecting with press contacts © 2007 RainToday.What’s Working In Lead Generation Law Firms / Legal Services.000 of additional funding for its sales and marketing efforts this year. strategies. see “The $100.000 Question” section in the main report. 4. and we won’t use it in the next 2 years. but we’re seriously considering using it in the next 2 years. Future use of tactics and offers Participants who had not used particular lead generation tactics.

webinar) © 2007 RainToday. LLC 166 . webcast.com & Wellesley Hills Group.What’s Working In Lead Generation Law Firms / Legal Services.e. Continued Future use of tactics and offers (continued) % Industry’s Non-Users “Seriously Considering” (Per Offer) 79 76 Lead Generation Offers Online seminar On-Demand online seminar (i.

• 26% allocate from 5% to less than 10% of revenue to marketing / sales. • An overview of their lead generation tactical usage and effectiveness ratings. • 18% allocate from 10% to less than 15% of revenue to marketing / sales. etc. Managing Director. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. Principal.5% to less than 5% of revenue to marketing / sales. significant differences versus other industries are noted by bold and underlined numbers. Unless otherwise noted. Among this industry: • 23% allocate less than 2. including: • How they differed significantly from other industries (at the 95% confidence level). Who’s expected to generate leads This industry differs from others significantly regarding who’s expected to generate leads for the company’s services for: Lead Generators Leaders of the firm (CEO. LLC 167 .com or call 508-405-0438.com & Wellesley Hills Group. • 5% allocate from 15% to less than 20% of revenue to marketing / sales. • 7% allocate 20% or more of revenue to marketing / sales.What’s Working In Lead Generation Management Consulting Highlights of this industry This section includes an overview of selected study results from Management Consulting companies. For industry comparisons of the following measures. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities. • 21% allocate from 2.5% of revenue to marketing / sales. please contact RainToday. see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads.com at service@raintoday.) This Industry’s Measure 90% (significantly > 6 other industry groups) Continued on next page © 2007 RainToday.

see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. Continued on next page © 2007 RainToday. 4. here were the 5 most commonly mentioned categories by this industry*: 1. and among network • 2% don’t know Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. 3. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. 2. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above. with 34% specified as “client/partner referrals”) Hosting / Attending / Speaking at events (41%) Networking (25%) Cold calling / telephone prospecting (23%) Thought leadership (writing / speaking) (18%) * Percentages indicate portion of respondents whose “top way” fell into that particular category. Referrals (65%. For a detailed industry comparison. Continued Current approach to getting new business Among this industry: • 22% Most efforts directed toward lead generation (targeting new prospects) • 39% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. LLC 168 . and among network • 37% Most efforts directed toward generating referrals among current and past clients. As a reminder. and how it rates them in terms of effectiveness in generating leads.What’s Working In Lead Generation Management Consulting. 5.com & Wellesley Hills Group.

HIGH) 51 – 60% • Professionally designed direct mail packages • Company-authored content in our own online publications • Advertising in print media • Search Engine Optimization (55% . LLC 169 .com & Wellesley Hills Group.HIGH) • Mass letters or postcards • Connecting with press contacts • Joining online communities related to our field • Emailing online newsletter(s) • Exhibiting at conferences/trade shows • Company-authored content in others' print publications • Company-authored content in other online publications (61% . Continued CURRENT USAGE OF TACTICS BY INDUSTRY Management Consulting 44% “Excellent / Good” at Lead Generation (N = 150-158) 91 – 100% • 'Warm' phone calls (97% .HIGH) • Becoming members of professional organizations 81 – 90% • Individual emails to prospects • 'Cold' phone calls • Speaking at conferences/trade shows 71 – 80% • Individual letters or postcards • Writing and distributing press releases 61 – 70% • Mass emails to prospects • Running our own in-person events (68% .LOW) • Emails via a 3rd party referrer • Printed newsletter(s) • Company-authored content in our own print publications • Sponsoring high-profile events/research with well-known organizations in our field 41 – 50% • Speaking in others' live online seminars • Search Engine Advertising • Participating in blog-related online conversation • Advertising in ad-supported websites and online publications • Running our own telephone-based events 31 – 40% • Running our own live online seminars • Advertising on the radio • Company-authored or affiliated blog 21 – 30% • Advertising on TV Continued on next page © 2007 RainToday.What’s Working In Lead Generation Management Consulting.

0 Effectiveness More Popular More Effective Very 4. Mean Effectiveness Ratings Management Consulting.5 3.5 Less Popular Less Effective 0% (25%) Extremely 5.0 Low Usage 100% High Usage What’s Working In Lead Generation Continued on next page 170 . Continued p a 4.0 Effective n e x t 6 10 12 8 9 5 3 18 19 17 16 22 20 7 11 25 24 4 o n Less Popular More Effective C o n t i n u e d 25 TACTICS Above 50% Usage 13 TACTICS Above 3.5 14 13 15 31 30 29 2.0 Effective Somewhat 3. LLC 33 More Popular Less Effective 50% % Current Usage Among Participants (75%) Not Very 2.com & Wellesley Hills Group.0 Effective Not At All Effective 1.0 Effective 1 2 Mean Effectiveness Ratings © 2007 RainToday.Management Consulting: % Current Usage of Lead Generation Tactic / Strategy Vs.5 28 26 27 23 21 32 1.

Continued No. LLC 171 .What’s Working In Lead Generation Management Consulting. 1 2 3 4 5 6 7 8 9 10 12 13 14 11 16 17 18 19 20 21 22 23 24 25 26 27 15 28 29 30 31 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Company-authored content in our own online publications Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in our own print publications Speaking in others’ live online seminars Quadrant: LESS POPULAR & MORE EFFECTIVE Running our own live online seminars Quadrant: MORE POPULAR & LESS EFFECTIVE Company-authored content in other online publications ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Printed newsletter(s) Emails via a 3rd party referrer Quadrant: LESS POPULAR & LESS EFFECTIVE Company-authored or affiliated blog Advertising in ad-supported websites and online publications Search Engine Advertising Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday.com & Wellesley Hills Group.

with these options: • We have not used it.com & Wellesley Hills Group.000 question You’ve just learned your company has $100. 2. Future use of tactics and offers Participants who had not used particular lead generation tactics.000 of additional funding for its sales and marketing efforts this year. but we’re seriously considering using it in the next 2 years. and we won’t use it in the next 2 years. see “The $100.000 Question” section in the main report. 4.000 for sales and marketing were as follows: 1. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents.What’s Working In Lead Generation Management Consulting. 3. the top categories of how companies would use an additional $100. and offers were asked to indicate their planned usage in the future. • We have not used it. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. strategies. Among this industry. LLC 172 . Continued The $100. Build new / rebuild / upgrade website (14% of responses) Host / sponsor / attend trade shows / events (8% of responses) Seminars (8% of responses) Hire additional staff (7% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”. regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 92 86 84 84 84 81 78 78 78 77 Continued on next page Lead Generation Tactics & Strategies 'Warm' phone calls Connecting with press contacts Speaking at conferences/trade shows Company-authored content in our own online publications Writing and distributing press releases Search Engine Optimization Emailing online newsletter(s) Running our own live online seminars Speaking in others' live online seminars Company-authored content in other online publications Running our own in-person events © 2007 RainToday.

What’s Working In Lead Generation Management Consulting.e. webcast. Continued Future use of tactics and offers (continued) % Industry’s Non-Users “Seriously Considering” (Per Offer) 100 89 85 75 Lead Generation Offers Article authored by expert/s in our company White paper Case study on issues in our clients' fields On-Demand online seminar (i. LLC 173 . webinar) © 2007 RainToday.com & Wellesley Hills Group.

& Advertising Highlights of this industry This section includes an overview of selected study results from Marketing. • 11% allocate 20% or more of revenue to marketing / sales. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities.5% of revenue to marketing / sales. and Advertising companies. including: • How they differed significantly from other industries (at the 95% confidence level).What’s Working In Lead Generation Marketing. PR. • An overview of their lead generation tactical usage and effectiveness ratings. Public Relations. Current approach to getting new business Among this industry: • 39% Most efforts directed toward lead generation (targeting new prospects) • 37% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. • 20% allocate from 2. • 6% allocate from 15% to less than 20% of revenue to marketing / sales.5% to less than 5% of revenue to marketing / sales. • 25% allocate from 5% to less than 10% of revenue to marketing / sales. Unless otherwise noted.com or call 508-405-0438. and among network • 1% don’t know Continued on next page © 2007 RainToday. For industry comparisons of the following measures.com at service@raintoday. significant differences versus other industries are noted by bold and underlined numbers. • 14% allocate from 10% to less than 15% of revenue to marketing / sales. LLC 174 . see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads.com & Wellesley Hills Group. unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. Among this industry: • 24% allocate less than 2. please contact RainToday. and among network • 24% Most efforts directed toward generating referrals among current and past clients.

with 32% specified as “client/partner referrals”) Cold calling / telephone prospecting (30%) Hosting / Attending / Speaking at events (28%) Online marketing (AdWords. 2. Continued Target market knowledge This industry differed significantly from other industries regarding target market knowledge being strong or weak in the following ways: Aspect of Market Knowledge General profile of target market Titles of decision makers within the target organizations Names of organizations we should target This Industry’s Measure 87% “Extremely / Somewhat Strong” (significantly > 4 other industry groups) 68% “Extremely / Somewhat Strong” (significantly > 4 other industry groups) 60% “Extremely / Somewhat Strong” (significantly > 3 other industry groups) Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. 5. and how it rates them in terms of effectiveness in generating leads. 3. Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. LLC 175 . As a reminder. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. For a detailed industry comparison. & Advertising. SEO) (23%) Email marketing / (e)newsletters (16%) * Percentages indicate portion of respondents whose “top way” fell into that particular category.com & Wellesley Hills Group.What’s Working In Lead Generation Marketing. here were the 5 most commonly mentioned categories by this industry*: 1. Continued on next page © 2007 RainToday. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above. Public Relations. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. website traffic. 4. Referrals (51%.

What’s Working In Lead Generation Marketing. PR. Advertising 57% “Excellent / Good” at Lead Generation (N = 143-159) 91 – 100% • ‘Warm' phone calls 81 – 90% • Becoming members of professional organizations • Individual emails to prospects • 'Cold' phone calls 71 – 80% • Individual letters or postcards • Speaking at conferences/trade shows • Mass letters or postcards • Writing and distributing press releases 61 – 70% • Search Engine Optimization (67% .HIGH) • Mass emails to prospects • Joining online communities related to our field • Professionally designed direct mail packages • Exhibiting at conferences/trade shows • Emailing online newsletter(s) 51 – 60% • Connecting with press contacts • Company-authored content in others' print publications • Company-authored content in our own online publications • Advertising in print media (55% .LOW) • Emails via a 3rd party referrer • Company-authored content in other online publications • Search Engine Advertising • Participating in blog-related online conversation • Printed newsletter(s) 41 – 50% • Running our own in-person events (50% . & Advertising.LOW) • Sponsoring high-profile events/research with well-known organizations in our field • Advertising in ad-supported websites and online publications • Company-authored content in our own print publications • Speaking in others' live online seminars 31 – 40% • Company-authored or affiliated blog • Running our own telephone-based events • Running our own live online seminars • Advertising on the radio 21 – 30% • Advertising on TV Continued on next page © 2007 RainToday. Public Relations. LLC 176 .com & Wellesley Hills Group. Continued CURRENT USAGE OF TACTICS BY INDUSTRY Marketing.

Marketing. Advertising & Public Relations: % Current Usage of Lead Generation Tactic / Strategy Vs. Continued Not At All Effective 1.5 Less Popular Less Effective 0% (25%) Mean Effectiveness Ratings Not Very 2.0 Effective 2.0 Effectiveness More Popular More Effective Extremely 5. & Advertising.0 Effective More Popular Less Effective 50% % Current Usage Among Participants (75%) Marketing. Mean Effectiveness Ratings Less Popular More Effective 24 TACTICS Above 50% Usage 22 TACTICS Above 3. Public Relations.com & Wellesley Hills Group.0 Low Usage 100% High Usage What’s Working In Lead Generation Continued on next page 177 .5 21 27 28 26 16 20 © 2007 RainToday. LLC 33 32 1.0 Effective 4.0 Effective 3.5 31 12 29 30 2523 1924 22 10 5 7 13 11 18 8 3 17 2 14 9 15 6 4 1 Somewhat 3.5 Very 4.

& Advertising. Public Relations. Continued No. LLC 178 . 1 2 3 4 5 6 7 8 9 11 17 18 23 25 29 30 10 12 13 14 15 31 16 19 20 21 22 24 26 27 28 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Company-authored content in our own online publications Company-authored content in other online publications Individual letters or postcards Writing and distributing press releases Professionally designed direct mail packages Emailing online newsletter(s) Search Engine Advertising Participating in blog-related online conversation Quadrant: LESS POPULAR & MORE EFFECTIVE Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in our own print publications Speaking in others’ live online seminars Running our own live online seminars Company-authored or affiliated blog Running our own telephone-based events Quadrant: MORE POPULAR & LESS EFFECTIVE ‘Cold’ phone calls Exhibiting at conferences/trade shows Mass letters or postcards Advertising in print media Mass emails to prospects Joining online communities related to our field Printed newsletter(s) Emails via a 3rd party referrer Quadrant: LESS POPULAR & LESS EFFECTIVE Advertising in ad-supported websites and online publications Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday.What’s Working In Lead Generation Marketing.com & Wellesley Hills Group.

3. 2. see “The $100.What’s Working In Lead Generation Marketing. Continued The $100. regarding using them in the next two years: © 2007 RainToday. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents. 5. and offers were asked to indicate their planned usage in the future.000 for sales and marketing were as follows: 1. 4.com & Wellesley Hills Group. Among this industry. • We have not used it. but we’re seriously considering using it in the next 2 years.000 question You’ve just learned your company has $100. strategies. Public Relations. and we won’t use it in the next 2 years. the top categories of how companies would use an additional $100.000 of additional funding for its sales and marketing efforts this year. LLC 179 . How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. with these options: • We have not used it. Future use of tactics and offers Participants who had not used particular lead generation tactics. & Advertising. Build new / rebuild / upgrade website (12% of responses) Hire additional staff (11% of responses) Host / sponsor / attend trade shows / events (8% of responses) Direct mail campaign (7% of responses) Create new / upgrade marketing materials / resources (6% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”.000 Question” section in the main report.

& Advertising. Continued Future use of tactics and offers (continued) % Industry’s Non-Users “Seriously Considering” (Per Tactic) 84 84 83 83 81 81 76 76 76 75 75 % Industry’s Non-Users “Seriously Considering” (Per Offer) 83 81 76 Lead Generation Tactics & Strategies Connecting with press contacts Search Engine Optimization 'Warm' phone calls Individual emails to prospects Speaking at conferences/trade shows Emailing online newsletter(s) Company-authored content in other online publications Becoming members of professional organizations Individual letters or postcards Company-authored content in our own online publications Company-authored or affiliated blog Lead Generation Offers Case study on issues in our clients' fields Article authored by expert/s in our company White paper © 2007 RainToday.com & Wellesley Hills Group.What’s Working In Lead Generation Marketing. LLC 180 . Public Relations.

For industry comparisons of the following measures.com & Wellesley Hills Group. & Coaching Services companies. & Coaching Services Highlights of this industry This section includes an overview of selected study results from Training. and among network • 2% don’t know Continued on next page © 2007 RainToday. including: • How they differed significantly from other industries (at the 95% confidence level). see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads. Sales & marketing budget as % of annual revenue This measure includes full-time salaries and outsourced sales and marketing activities. • 18% allocate from 10% to less than 15% of revenue to marketing / sales.5% of revenue to marketing / sales. significant differences versus other industries are noted by bold and underlined numbers. and among network • 31% Most efforts directed toward generating referrals among current and past clients.What’s Working In Lead Generation Training. • 13% allocate 20% or more of revenue to marketing / sales.com or call 508-405-0438. LLC 181 . unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants. • 18% allocate from 2. Executive Education. • 18% allocate from 5% to less than 10% of revenue to marketing / sales. Executive Education. please contact RainToday. • 16% allocate from 15% to less than 20% of revenue to marketing / sales. Unless otherwise noted. Among this industry: • 16% allocate less than 2. Current approach to getting new business Among this industry: • 25% Most efforts directed toward lead generation (targeting new prospects) • 42% Efforts directed half toward lead generation and half toward generating referrals among current and past clients.com at service@raintoday. • An overview of their lead generation tactical usage and effectiveness ratings.5% to less than 5% of revenue to marketing / sales.

As a reminder. Coaching 42% “Excellent / Good” at Lead Generation (N = 56-57) 91 – 100% • Individual emails to prospects (93% . LLC 182 .HIGH) • Connecting with press contacts 61 – 70% • Mass letters or postcards • Search Engine Optimization • Company-authored content in others' print publications • Exhibiting at conferences/trade shows • Emailing online newsletter(s) • Joining online communities related to our field • Company-authored content in our own online publications Continued on next page © 2007 RainToday. SEO) (28%) Cold calling / telephone prospecting (26%) Thought leadership (writing / speaking) (16%) * Percentages indicate portion of respondents whose “top way” fell into that particular category.HIGH) • 'Cold' phone calls • Writing and distributing press releases • Mass emails to prospects (72% . 5. Executive Education. here were the 5 most commonly mentioned categories by this industry*: 1. CURRENT USAGE OF TACTICS BY INDUSTRY Training. respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them.What’s Working In Lead Generation Training. For a detailed industry comparison. 2. website traffic. Referrals (56%) Hosting / Attending / Speaking at events (44%) Online marketing (AdWords. Continued Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads. Executive Education.com & Wellesley Hills Group. and how it rates them in terms of effectiveness in generating leads. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. 3. & Coaching Services. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above.HIGH) • Becoming members of professional organizations 81 – 90% • 'Warm' phone calls • Speaking at conferences/trade shows • Individual letters or postcards 71 – 80% • Running our own in-person events (79% . Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. 4.

LOW) • Company-authored content in other online publications • Advertising in ad-supported websites and online publications • Company-authored content in our own print publications • Search Engine Advertising • Company-authored or affiliated blog (46% .LOW) • Running our own telephone-based events 21 – 30% • Running our own live online seminars • Advertising on the radio • Advertising on TV Continued on next page © 2007 RainToday.com & Wellesley Hills Group.What’s Working In Lead Generation Training.HIGH) • Sponsoring high-profile events/research with well-known organizations in our field • Participating in blog-related online conversation • Speaking in others' live online seminars 31 – 40% • Printed newsletter(s) (38% . Continued CURRENT USAGE OF TACTICS BY INDUSTRY (Continued) Training. Coaching 42% “Excellent / Good” at Lead Generation (N = 56-57) 51 – 60% • Professionally designed direct mail packages (52% . LLC 183 . & Coaching Services. Executive Education.LOW) • Emails via a 3rd party referrer 41 – 50% • Advertising in print media (49% . Executive Education.

Training & Executive Education: % Current Usage of Lead Generation Tactic / Strategy Vs. Mean Effectiveness Ratings Less Popular More Effective 19 TACTICS Above 50% Usage 17 TACTICS Above 3.0 Effectiveness More Popular More Effective

Extremely 5.0 Effective 4.5

Very 4.0 Effective 14 13 3.5 31 30 9 7 85 18 32 2.5 26 23 27 10 29 21 28 19 25 4 2 22 20 16 11 6 12 15 4

1 2 17 3

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1.5 33 Less Popular Less Effective 0%
(25%)

Mean Effectiveness Ratings

Somewhat 3.0 Effective

Not Very 2.0 Effective

More Popular Less Effective 50% % Current Usage Among Participants
(75%)

Not At All Effective 1.0 Low Usage

100% High Usage

Training, Executive Education, & Coaching Services, Continued

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Training, Executive Education, & Coaching Services, Continued
No. 1 2 3 4 5 6 7 8 9 18 11 12 13 14 15 30 31 16 17 19 20 22 23 24 25 27 10 21 26 28 29 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Individual emails to prospects Speaking at conferences/trade shows Connecting with press contacts Running our own in-person events Company-authored content in others' print publications Search Engine Optimization Company-authored content in our own online publications Writing and distributing press releases Quadrant: LESS POPULAR & MORE EFFECTIVE Company-authored content in other online publications Company-authored content in our own print publications Speaking in others’ live online seminars Running our own live online seminars Company-authored or affiliated blog Participating in blog-related online conversation Running our own telephone-based events Quadrant: MORE POPULAR & LESS EFFECTIVE ‘Cold’ phone calls Individual letters or postcards Exhibiting at conferences/trade shows Mass letters or postcards Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Emails via a 3rd party referrer Quadrant: LESS POPULAR & LESS EFFECTIVE Sponsoring high-profile events/research with well-known organizations in our field Advertising in print media Printed newsletter(s) Advertising in ad-supported websites and online publications Search Engine Advertising Advertising on the radio Advertising on TV Continued on next page

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Training, Executive Education, & Coaching Services, Continued
The $100,000 question You’ve just learned your company has $100,000 of additional funding for its sales and marketing efforts this year. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending. Among this industry, the top categories of how companies would use an additional $100,000 for sales and marketing were as follows: 1. 2. 3. 4. 5. Host / sponsor / attend trade shows / events (14% of responses) Build new / rebuild / upgrade website (10% of responses) Hire additional staff (10% of responses) Publish book / articles / research (8% of responses) TV / Radio / Print ads (6% of responses)

For more detail on “Hire additional staff” or “Contract with outside provider”, see “The $100,000 Question” section in the main report.

Future use of tactics and offers

Participants who had not used particular lead generation tactics, strategies, and offers were asked to indicate their planned usage in the future, with these options: • We have not used it, but we’re seriously considering using it in the next 2 years. • We have not used it, and we won’t use it in the next 2 years. Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents, regarding using them in the next two years: % Industry’s Non-Users “Seriously Considering” (Per Tactic) 90 88 80 77 76 75

Lead Generation Tactics & Strategies Speaking at conferences/trade shows Search Engine Optimization Becoming members of professional organizations Company-authored content in our own online publications Company-authored content in other online publications Individual emails to prospects

Note: Of the lead generation offers evaluated by this industry, none passed the threshold of 75% of non-users “seriously considering using” them in the next two years.

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Other Consulting / Professional Services
Highlights of this industry This section includes an overview of selected study results from Other Consulting & Professional Services companies, including: • How they differed significantly from other industries (at the 95% confidence level). Unless otherwise noted, significant differences versus other industries are noted by bold and underlined numbers. • An overview of their lead generation tactical usage and effectiveness ratings. For industry comparisons of the following measures, see the Overview of this Industry Analysis section: • Ability to generate leads • Lead generation challenges • Average quality of leads • Top tactics to generate quality leads, unaided responses • Annual revenue growth in past 2 years For a full report of results given only by this industry’s participants, please contact RainToday.com at service@raintoday.com or call 508-405-0438.

Sales & marketing budget as % of annual revenue

This measure includes full-time salaries and outsourced sales and marketing activities. Among this industry: • 32% allocate less than 2.5% of revenue to marketing / sales. • 16% allocate from 2.5% to less than 5% of revenue to marketing / sales. • 14% allocate from 5% to less than 10% of revenue to marketing / sales. • 16% allocate from 10% to less than 15% of revenue to marketing / sales. • 11% allocate from 15% to less than 20% of revenue to marketing / sales. • 11% allocate 20% or more of revenue to marketing / sales.

Who’s expected to generate leads

This industry differs from others significantly regarding who’s expected to generate leads for the company’s services for: Lead Generators
Professional selling staff VP-Level selling staff

This Industry’s Measure
53% (significantly > 6 other industry groups) 32% (significantly > 5 other industry groups) Continued on next page

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2. 5.com & Wellesley Hills Group. SEO) (29%) Direct mail marketing (14%) Note: N = 21 among this industry.What’s Working In Lead Generation Other Consulting / Professional Services. Continued on next page © 2007 RainToday. website traffic. here were the 5 most commonly mentioned categories by this industry*: 1. Referrals (57%) Hosting / Attending / Speaking at events (33%) Cold calling / telephone prospecting (29%) Online marketing (AdWords. see table “Top ways to generate quality leads” in the Overview of this Industry Analysis section. 4. Continued Current approach to getting new business Among this industry: • 35% Most efforts directed toward lead generation (targeting new prospects) • 35% Efforts directed half toward lead generation and half toward generating referrals among current and past clients. LLC 188 . For a detailed industry comparison. * Percentages indicate portion of respondents whose “top way” fell into that particular category. results are not statistically significant but can indicate general trends. Because N < 30. and among network • 29% Most efforts directed toward generating referrals among current and past clients. 3. for this question. and among network Target market knowledge This industry differed significantly from other industries regarding target market knowledge being strong or weak in the following ways: Aspect of Market Knowledge Titles of decision makers within the target organizations Names of organizations we should target This Industry’s Measure 68% “Extremely / Somewhat Strong” (significantly > 4 other industry groups) 68% “Extremely / Somewhat Strong” (significantly > 3 other industry groups) 32% “Extremely Strong” (significantly > 5 other industry groups) Highlights of Top 3 Tactics (Unaided) Of all categories respondents volunteered to be their “top 3 ways” to generate quality leads.

LOW) • Company-authored content in our own print publications • Sponsoring high-profile events/research with well-known organizations in our field • Speaking in others' live online seminars • Running our own telephone-based events 21 – 30% • Participating in blog-related online conversation • Running our own live online seminars 11 – 20% • Company-authored or affiliated blog (17% .LOW) • Speaking at conferences/trade shows 61 – 70% • Exhibiting at conferences/trade shows • Search Engine Optimization • Advertising in print media • Mass letters or postcards 51 – 60% • Writing and distributing press releases • Professionally designed direct mail packages • Joining online communities related to our field • Mass emails to prospects • Emailing online newsletter(s) 41 – 50% • Company-authored content in our own online publications • Company-authored content in others' print publications • Running our own in-person events (47% .LOW) • Advertising in ad-supported websites and online publications • Search Engine Advertising • Emails via a 3rd party referrer • Connecting with press contacts 31 – 40% • Printed newsletter(s) • Company-authored content in other online publications (40% . respondents evaluated a comprehensive list of tactics and strategies in this section as provided to them. As a reminder. CURRENT USAGE OF TACTICS BY INDUSTRY Other Consulting / Professional Services 44% “Excellent / Good” at Lead Generation (N = 30-31) 91 – 100% • Becoming members of professional organizations 81 – 90% • 'Warm' phone calls • 'Cold' phone calls • Individual letters or postcards 71 – 80% • Individual emails to prospects (77% . LLC 189 .What’s Working In Lead Generation Other Consulting / Professional Services. Continued Evaluation of tactics / strategies (Aided) The following tables and charts indicate how this industry currently uses various lead generation tactics and strategies. and how it rates them in terms of effectiveness in generating leads.com & Wellesley Hills Group.LOW) • Advertising on the radio (17% .LOW) Continued on next page © 2007 RainToday. or “aided” – a different viewpoint than the “unaided” or volunteered tactics and strategies mentioned above.

0 Effectiveness More Popular More Effective Extremely 5.5 Very 4.0 30 Low Usage More Popular Less Effective 50% % Current Usage Among Participants (75%) 100% High Usage What’s Working In Lead Generation Continued on next page 190 . Mean Effectiveness Ratings Less Popular More Effective 16 TACTICS Above 50% Usage 11 TACTICS Above 3.Other Consulting & Professional Services: % Current Usage of Lead Generation Tactic / Strategy Vs.5 Less Popular Less Effective 33 0% (25%) Mean Effectiveness Ratings Somewhat 3.0 Effective 4. LLC 1.5 13 10 12 2.0 Effective Other Consulting / Professional Services.com & Wellesley Hills Group. Continued Not At All Effective 1.5 14 31 27 22 20 21 15 32 26 25 18 7 29 28 24 23 11 5 9 19 8 3 16 17 6 4 1 2 © 2007 RainToday.0 Effective Not Very 2.0 Effective 3.

Continued No.What’s Working In Lead Generation Other Consulting / Professional Services.com & Wellesley Hills Group. 1 2 4 8 9 19 5 6 10 11 13 3 16 17 18 20 21 22 23 24 25 7 12 14 15 26 27 28 29 30 31 32 33 Lead Generation Tactic / Strategy Quadrant: MORE POPULAR & MORE EFFECTIVE 'Warm' phone calls Becoming members of professional organizations Speaking at conferences/trade shows Search Engine Optimization Company-authored content in our own online publications Exhibiting at conferences/trade shows Quadrant: LESS POPULAR & MORE EFFECTIVE Connecting with press contacts Running our own in-person events Sponsoring high-profile events/research with well-known organizations in our field Company-authored content in other online publications Speaking in others’ live online seminars Quadrant: MORE POPULAR & LESS EFFECTIVE Individual emails to prospects ‘Cold’ phone calls Individual letters or postcards Writing and distributing press releases Mass letters or postcards Advertising in print media Mass emails to prospects Professionally designed direct mail packages Joining online communities related to our field Emailing online newsletter(s) Quadrant: LESS POPULAR & LESS EFFECTIVE Company-authored content in others' print publications Company-authored content in our own print publications Running our own live online seminars Company-authored or affiliated blog Printed newsletter(s) Emails via a 3rd party referrer Advertising in ad-supported websites and online publications Search Engine Advertising Participating in blog-related online conversation Running our own telephone-based events Advertising on the radio Advertising on TV Continued on next page © 2007 RainToday. LLC 191 .

3. and we won’t use it in the next 2 years.com & Wellesley Hills Group.000 for sales and marketing were as follows: 1. regarding using them in the next two years: Continued on next page © 2007 RainToday.What’s Working In Lead Generation Other Consulting / Professional Services. the top categories of how companies would use an additional $100. How will you use it? Participants who answered this question offered a total of 958 responses in a variety of categories for spending.000 Question” section in the main report. Direct mail campaign (17% of responses) Hire additional staff (17% of responses) Contract with outside provider (9% of responses) TV / Radio / Print ads (9% of responses) Build new / rebuild / upgrade website (6% of responses) Online marketing (6% of responses) For more detail on “Hire additional staff” or “Contract with outside provider”.000 question You’ve just learned your company has $100. but we’re seriously considering using it in the next 2 years. see “The $100. with these options: • We have not used it. strategies. 6.000 of additional funding for its sales and marketing efforts this year. 2. 5. Among this industry. 4. LLC 192 . Each of the following tactics and offers earned the “serious consideration” of at least three-quarters (75%) of the non-users among this industry’s respondents. Future use of tactics and offers Participants who had not used particular lead generation tactics. • We have not used it. Continued The $100. and offers were asked to indicate their planned usage in the future.

com & Wellesley Hills Group. none passed the threshold of 75% of non-users “seriously considering using” them in the next two years. © 2007 RainToday. LLC 193 . Continued Future use of tactics and offers (continued) % Industry’s Non-Users “Seriously Considering” (Per Tactic) 100 100 93 86 86 85 83 83 82 80 75 75 75 Lead Generation Tactics & Strategies Search Engine Optimization Becoming members of professional organizations Emailing online newsletter(s) Speaking at conferences/trade shows Individual emails to prospects Joining online communities related to our field Company-authored content in other online publications Writing and distributing press releases Connecting with press contacts Speaking in others' live online seminars Company-authored content in others' print publications Individual letters or postcards 'Cold' phone calls Note: Of the lead generation offers evaluated by this industry.What’s Working In Lead Generation Other Consulting / Professional Services.

The following chart illustrates the groups’ ratings in details. as determined by: 1) Numbers of professionals employed by the company a.What’s Working In Lead Generation Analysis By Firm Size Overview Introduction What do an independent practitioner’s company (possibly not even $1 million in revenue) and a firm with 250+ practitioners (likely upwards of $100 million in revenue) have in common? You might say.com & Wellesley Hills Group. Medium = 50 to 249 professionals (14% of participants) d.” Yes. In this section. there are some differences between the little guys and the larger. But they also share some things in common. Continued on next page © 2007 RainToday. The ability curve for this group more closely resembles the perfect bell of total respondents overall. $1-9. LLC 194 . Less than $1 million (43% of participants) b. Small = 2 to 49 professionals (55% of participants) c. globally known and established firms and how they go about lead generation.9 million (34% of participants) c. we’ll explore the differences in lead generation measures through the lens of firm size. 49% of the Large / Very Large group rates themselves as “Excellent” or “Good”. showing that self-reported “ability to generate leads” skews slightly toward companies with more professionals: Percentage rating their companies “Excellent” or “Good”: • 37% Independent • 52% Small • 65% Medium Interestingly. $100 million or more (7% of participants) Ability to generate leads First of all. Independent = 1 professional (20% of participants) b. who’s good at lead generation? The following chart appears also in the main report. Large / Very Large = 250+ (11% of participants) 2) Annual revenue in most recent fiscal year a. $10-99.9 million (16% of participants) d. “Not much.

LLC 195 . Continued Company's Overall Ability To Generate Leads . However. you might have opportunities and resources far beyond what an independent has available to him or her.By Number Of Professionals In Company 75 Poor Fair Good Excellent % Respondents 50 50 53 42 37 31 ▲ ▲ 32 44 44 ▲ 25 14 10 5 11 3 Small (N = 407) Medium (N = 101) 12 8 5 ▲ 0 ▲ Independent (N = 147) Large / Very Large (N = 80) ▲ = A statistically significant difference. that privilege also brings complexity.What’s Working In Lead Generation Overview. at a 95% confidence level Challenges to lead generation When you’re in a larger firm. The only rated issue more challenging to independents / small companies is to “find a strategy / tactic that works for us.” The following chart shows how the mean rate of challenge for all issues rated varies by firm size. Larger companies tend to experience challenges at a higher rate than independents / smaller companies.com & Wellesley Hills Group. Continued on next page © 2007 RainToday. with few exceptions.

0 Very Challenging 3.5 7 8 Gaining support from Coordinating company efforts between leaders for marketing and selling groups lead gen activities 1. the stronger the challenge All Differences Also True For Annual Revenue Groups ("Less than $1M" to "$100M+") Small Medium Large / Very Large Overview.The bigger the organization.More challenging for Independent Practitioners than for other groups 2 to 8 .Mean Ratings Of Company Lead Generation Challenge Level . Sorted According To "Total" Results Independent Significant Differences Of Interest (See numbers below) 1 . Continued 5.By Number Of Professionals.5 © 2007 RainToday.0 Extremely Challenging 4.0 Not At All Challenging What’s Working In Lead Generation Having time to generate leads Enough Finding Implementing Knowing people / strategy / our plan how to right tactic / offer (even when measure people to that works we agree our generate for us upon it) success leads 196 .5 2.5 4. LLC 1 2 3 4 5 6 Funding Having Gaining Agreeing lead appropriate participation on which generation skills / from action to knowledge activities professionals / take practitioners 3.0 Not Very Challenging 1.com & Wellesley Hills Group.0 Somewhat Challenging 2.

(Trends by annual revenue size also reflect this difference.) # Tactics Used By Majority Of Group (over 50%) • 12 by Independents • 19 by Small firms • 24 by Medium firms • 29 by Large / Very Large firms The following tables illustrate which tactics and strategies have been more or less frequently used by each group. Continued Target market knowledge Independents and firms with less than $1 million in revenue indicate weaker knowledge of their target market than larger groups for several aspects: Knowledge Rated “Extremely / Somewhat Strong”: • General profile of target market − 66% Independents versus 75-90% larger groups − 72% <$1 million versus 81-85% larger groups • Names of organizations to target − 34% of Independents versus 56-70% larger groups − 42% <$1 million versus 62-83% larger groups • Names of decision makers − 23% of Independents versus 30-41% larger groups − 25% <$1 million versus 32-44% larger groups Usage of lead generation tactics Across the board.com & Wellesley Hills Group. Continued on next page © 2007 RainToday. Independents and Small firms tend to have used fewer lead generation tactics and strategies than have the Medium and Large / Very Large firms. and how those levels compare with each other by firm size.What’s Working In Lead Generation Overview . LLC 197 .

LOW) Running our own in-person events (47% . quotes.LOW) Sending professionally designed direct mail packages to prospects (48% .LOW) Advertising on TV Continued on next page 91 – 100% 81 – 90% 71 – 80% • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 61 – 70% 51 – 60% 41 – 50% 31 – 40% 21 – 30% © 2007 RainToday.LOW) Connecting with press contacts to gain interviews.LOW) Publishing company-authored content in OTHERS’ PRINT publications (52% .LOW) Making 'cold' phone calls (to new contacts) (73% . Continued Independents (N = 146-147) Making 'warm' phone calls (to existing contacts) Becoming members of professional / industry organizations Sending individual emails directly to prospects (78% .LOW) Running our own telephone-based events (27% .LOW) Advertising in print media (48% .LOW) Mailing PRINTED company newsletter(s) (45% . LLC 198 .LOW) Running OUR OWN live online seminars (24% .LOW) Sending mass emails directly to prospects (53% . and write-ups (52% .com & Wellesley Hills Group.HIGH) Publishing company-authored content in OUR OWN PRINT publications (39% LOW) Sponsoring high-profile events or research (35% .LOW) Sending mass letters or postcards to prospects (60% .LOW) Speaking in OTHERS’ live online seminars Search Engine Advertising Advertising in ad-supported websites and online publications Advertising on the radio (27% .LOW) Sending individual letters or postcards to prospects Speaking at conferences / trade shows (66% .LOW) Joining online communities related to our field Emailing ONLINE company newsletter(s) (50% .LOW Search Engine Optimization (50% .What’s Working In Lead Generation Overview.LOW) Publishing company-authored content in OTHER ONLINE publications Publishing company-authored content in OUR OWN ONLINE publications Sending emails to prospects via a 3rd party referrer Participating regularly in blog-related online conversations Publishing a company-authored or company-affiliated blog (39% .LOW) Writing and distributing press releases (58% .LOW) Exhibiting at conferences / trade shows (46% .

What’s Working In Lead Generation Overview.LOW) Speaking at conferences / trade shows Sending individual letters or postcards to prospects Sending mass letters or postcards to prospects (64% . Continued Small (N = 407) Making 'warm' phone calls (to existing contacts) Becoming members of professional / industry organizations Sending individual emails directly to prospects Making 'cold' phone calls (to new contacts) Writing and distributing press releases (71% .LOW) Publishing a company-authored or company-affiliated blog Advertising on TV Continued on next page 91 – 100% 81 – 90% 71 – 80% 61 – 70% 51 – 60% 41 – 50% • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 31 – 40% 21 – 30% © 2007 RainToday.LOW) Sending mass emails directly to prospects Exhibiting at conferences / trade shows Search Engine Optimization Publishing company-authored content in OTHERS’ PRINT publications (58% . quotes.LOW) Advertising in print media (61% .LOW) Connecting with press contacts to gain interviews.LOW) Emailing ONLINE company newsletter(s) Sending professionally designed direct mail packages to prospects Publishing company-authored content in OUR OWN ONLINE publications Running our own in-person events Joining online communities related to our field Sponsoring high-profile events or research (48% .LOW) Publishing company-authored content in OTHER ONLINE publications Speaking in OTHERS’ live online seminars Search Engine Advertising Advertising in ad-supported websites and online publications Sending emails to prospects via a 3rd party referrer Participating regularly in blog-related online conversations Running OUR OWN live online seminars Running our own telephone-based events Advertising on the radio (29% .com & Wellesley Hills Group. LLC 199 . and write-ups (63% .LOW) Publishing company-authored content in OUR OWN PRINT publications (47% LOW) Mailing PRINTED company newsletter(s) (45% .

What’s Working In Lead Generation Overview.HIGH) Publishing company-authored content in OTHERS’ PRINT publications (76% .HIGH) Running our own in-person events (81% .HIGH) Exhibiting at conferences / trade shows (81% .HIGH) Sponsoring high-profile events or research (71% .HIGH) Connecting with press contacts to gain interviews.HIGH) Sending individual emails directly to prospects Sending individual letters or postcards to prospects Making 'cold' phone calls (to new contacts) Advertising in print media (77% .HIGH) Mailing PRINTED company newsletter(s) (61% .HIGH) Sending mass emails directly to prospects Search Engine Optimization Sending emails to prospects via a 3rd party referrer Emailing ONLINE company newsletter(s) Publishing company-authored content in OTHER ONLINE publications Publishing company-authored content in OUR OWN ONLINE publications Joining online communities related to our field Speaking in OTHERS’ live online seminars Search Engine Advertising Advertising in ad-supported websites and online publications Publishing a company-authored or company-affiliated blog Running OUR OWN live online seminars Running our own telephone-based events Advertising on the radio Participating regularly in blog-related online conversations Advertising on TV 91 – 100% 81 – 90% 71 – 80% • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 61 – 70% 51 – 60% 41 – 50% 31 – 40% 21 – 30% Continued on next page © 2007 RainToday.HIGH) Writing and distributing press releases (88% .HIGH) Publishing company-authored content in OUR OWN PRINT publications (73% HIGH) Sending professionally designed direct mail packages to prospects (72% .HIGH) Sending mass letters or postcards to prospects (76% . Continued Medium (N = 101) Making 'warm' phone calls (to existing contacts) Becoming members of professional / industry organizations (99% . and write-ups (86% .HIGH) Speaking at conferences / trade shows (87% . LLC 200 .com & Wellesley Hills Group. quotes.

HIGH) Speaking at conferences / trade shows (98% .HIGH) Emailing ONLINE company newsletter(s) (64% .HIGH) Participating regularly in blog-related online conversations Publishing a company-authored or company-affiliated blog (40% .HIGH) Advertising in print media (83% .HIGH) Making 'cold' phone calls (to new contacts) (94% . Continued Large / Very Large (N = 80) Making 'warm' phone calls (to existing contacts) (99% . LLC 201 .HIGH) Writing and distributing press releases (94% .HIGH) Joining online communities related to our field Sending emails to prospects via a 3rd party referrer Speaking in OTHERS’ live online seminars (60% .HIGH) Publishing company-authored content in OUR OWN PRINT publications (75% HIGH) Search Engine Optimization (74% .HIGH) Sending individual letters or postcards to prospects (91% .com & Wellesley Hills Group.HIGH) Mailing PRINTED company newsletter(s) (75% .HIGH) Becoming members of professional / industry organizations Publishing company-authored content in OTHERS’ PRINT publications (88% .HIGH) Exhibiting at conferences / trade shows (94% .HIGH) Sponsoring high-profile events or research (74% .HIGH) Running OUR OWN live online seminars (51% . and write-ups (86% .HIGH) Search Engine Advertising Advertising on the radio (45% .HIGH) Advertising on TV (34% .HIGH) Sending individual emails directly to prospects Sending professionally designed direct mail packages to prospects (78% .HIGH) Advertising in ad-supported websites and online publications (61% .HIGH) Publishing company-authored content in OUR OWN ONLINE publications (71% HIGH) Sending mass emails directly to prospects Publishing company-authored content in OTHER ONLINE publications (65% .HIGH) Sending mass letters or postcards to prospects (84% .HIGH) Running our own in-person events (84% .HIGH) Continued on next page 91 – 100% 81 – 90% 71 – 80% • • • • • • • • • • • • • • • • • • • 61 – 70% 51 – 60% 41 – 50% 31 – 40% • • • • • • • • • • • • • • © 2007 RainToday.HIGH) Connecting with press contacts to gain interviews.What’s Working In Lead Generation Overview. quotes.HIGH) Running our own telephone-based events (54% .

69 − For all other groups. mean rating = 3.93 – 3. mean rating = 3.com & Wellesley Hills Group. the following differences do emerge: Mean Effectiveness Rating (5 = Extremely Effective.63 • Making “warm” phone calls (to existing contacts) − For Independents. mean rating = 2. 4 = Very Effective.67 • Sponsoring high-profile events or research − For Independent and Small companies.10 – 2.00 – 3. mean rating = 2.23 − For all other groups.46 − For those with revenue $1 million or more. Continued Effectiveness of tactics / strategies Although firm size does not illuminate many differences in how effective the companies find their lead generation tactics and strategies to be.52 to 2.65 − For those with annual revenue < $10 million.59 – 2.01 Continued on next page © 2007 RainToday. 1 = Not At All Effective) Rated More Effective By Smaller Companies • Emailing ONLINE company newsletters − For those with annual revenue < $10 million. mean rating = 2. mean rating = 2. mean rating = 2. mean rating = 2.37 – 3. 2 = Not Very Effective.23 – 2. mean rating = 2.88 − For those with annual revenue < $1 million.89 to 2. mean rating = 3.63 – 3. LLC 202 .74 − For Medium and Large / Very Large companies.What’s Working In Lead Generation Overview.07 • Advertising in print media − For Independent and Small companies. mean rating = 2. mean rating = 3. mean rating = 3.91 − For those with revenue $10 million or more. mean rating = 2.30 − For all other groups.55 to 2.65 Rated More Effective By Larger Companies • Making “cold” phone calls (to new contacts) − For Independents.00 – 3. mean rating = 3.82 • Exhibiting at conferences and trade shows − For Independent and Small companies.32 − For those with revenue $10 million or more.56 – 2.12 − For Medium and Large / Very Large companies. 3 = Somewhat Effective.52 • Writing and distributing press releases − For Independents. mean rating = 3.40 – 2. mean rating = 2.60 – 3.28 − For Medium and Large / Very Large companies. mean rating = 2.

LLC 203 . Continued Effectiveness of tactics / strategies (continued) • Becoming members of professional associations / organizations − For Independent and Small companies. mean rating = 3.What’s Working In Lead Generation Overview. mean rating = 3. mean rating = 3.25 − For those with revenue $10 million or more.com & Wellesley Hills Group.56 – 3.24 – 3.23 − For Medium and Large / Very Large companies.59 © 2007 RainToday.69 − For those with annual revenue < $10 million. mean rating = 3.16 – 3.61 – 3.

LLC 204 .What’s Working In Lead Generation BACKGROUND & PARTICIPANT DEMOGRAPHICS © 2007 RainToday.com & Wellesley Hills Group.

1. Chief Content Officer of RainToday. Analysis Surveys were tabulated by Florida Atlantic University market research professor Mark Eisner of Eisner and Associates. Most observations within the study refer to significant differences in the data tested between groups defined by specific demographic information or other information gathered in the survey. Rainmaker Report or a separate invitation email. When results are discussed from base groups with fewer than 30 responses. and 731 completed the survey in total (roughly 60 questions).com. they are referred to as “trends” or otherwise indicated in the discussion.441 professionals entered the survey.com. © 2007 RainToday. 1. LLC 205 . The base number of responses for particular questions is notated with “N = ___” in corresponding charts and data tables throughout the study.What’s Working In Lead Generation Background & Participant Demographics Survey Methodology Collection Data sets for What’s Working In Lead Generation were collected via an online survey instrument created by Wellesley Hills Group and RainToday. John Doerr. Principal of the Wellesley Hills Group.032 proceeded through screening. Only respondent groups consisting of 30 or more responses were tested for significance. Publisher of RainToday.com. and Andrea Meacham Rosal. Respondents who completed the survey received a results summary of the data. The majority of respondents heard about the survey via RainToday’s free weekly e-newsletter. Respondent group results were tested at 5% risk levels.com & Wellesley Hills Group. for 95% confidence of significant differences. Respondents were screened to ensure that only B2B professional service executives responsible for the lead generation budget and success of their companies were invited to participate in the survey. Analysis and commentary are provided by Mike Schultz.

Bookkeeping Services Training / Executive Education Financial. or Real Estate Services / Consulting Law Firms / Legal Services HR / Organizational Development Consulting Other Consulting / Professional Services 20% 18% 17% 11% 8% 7% 7% 6% 4% 4% Mix of Services Companies represented in this study offer services that are: % Respondents (N = 1. LLC 206 . Continued on next page © 2007 RainToday. PR.com & Wellesley Hills Group.353) 70% 21% 10% Services Offerings 100% B2B Mostly B2B with some B2C Equal mix of B2B and B2C Among respondents whose companies provide at least some B2C services. Insurance. Payroll.240) Marketing. only those who could answer “Yes” to “Will you be able to complete this survey by responding only regarding your company’s B2B activities?” were invited to participate. Tax. Advertising Services Architecture / Engineering / Construction Services Management Consulting IT Services / Consulting Accounting.What’s Working In Lead Generation About The Participant Firms Industries The B2B professional services firms in this study came from the following industries: % Respondents Industry (N = 1.

039): A service line or business unit within your company 8% Other 1% A regional/local office of your company 7% Your company as a whole 84% Continued on next page © 2007 RainToday.What’s Working In Lead Generation About The Participant Firms. LLC 207 .com & Wellesley Hills Group. Continued Titles Respondent titles fell into the following categories: % Respondents (N = 1.025) 29 23 11 7 6 4 3 3 2 1 1 1 1 1 5 Title CEO / President Principal / Partner VP / Director of Marketing Managing Director / Managing Partner VP / Director of Business Development VP / Director of Sales Chief Marketing Officer (CMO) Marketing Manager Chief Business Development Officer (CBDO) Consultant / Practitioner Sales / Business Development Manager Founder / Owner Marketing Coordinator Marketing Specialist / Analyst Other Sales / Marketing Area of company Respondents were representing areas of the company as follows (N = 1.

Middle East. and Africa) Global Middle East South America Continued on next page © 2007 RainToday. LLC 208 . Continued Location Respondents’ companies were located in the following countries: Country United States Canada United Kingdom Australia Other (See Detail) Countries represented in “Other” include: Argentina Austria Bangladesh Belarus Botswana Brazil China Denmark Dominican Republic France Germany India Ireland Italy Japan Mexico Netherlands New Zealand Nigeria Pakistan Russia Singapore South Africa Trinidad & Tobago Spain Sweden Switzerland Turkey Ukraine Vietnam % Respondents (N = 735) 82 7 7 5 8 With additional areas/definitions mentioned: • • • • • • Asia Pacific Central Europe EMEA (Europe.com & Wellesley Hills Group.What’s Working In Lead Generation About The Participant Firms.

4% 10 to 24.000 full-time professionals: Number Of Full-Time Professionals 1 (Self) 2 to 9 professionals 10 to 49 professionals 50 to 249 professionals 250 to 499 professionals 500 to 999 professionals 1.9. 9% 1 to 4. LLC 209 .9. Continued Number of fulltime professionals Respondents’ company sizes ranged from independent practitioners to more than 10.9 .000 to 9.9.000 or more professionals Median Number Of Professionals = 9.com & Wellesley Hills Group. 3% 25 to 49. 43% © 2007 RainToday. 25% 100 or more.999 professionals 10. 9% 5 to 9.9. 7% Less than 1.What’s Working In Lead Generation About The Participant Firms.3 % Respondents 20 32 23 14 4 2 4 1 Annual revenue in most recent fiscal year The participating companies’ annual revenue in B2B professional services in the most recent fiscal year at the time of the survey collection was: Revenue (Millions) 50 to 99.

LLC Audacity Guy Productions Axiot Ltd B2B Sales Consulting Limited B2Buzz Baker Botts. LLC Binary Vibes Pvt. BMG Bolen Communications Bond. P. Ballew and Associates.com & Wellesley Hills Group. PLLC Bearing Point Becker Consulting Services Bentley Architects & Engineers Bermultinational Limited Bernardon Haber Holloway Architects Berry Dunn Bert Doerhoff CPA. Applied Technology Group AQCEL Consulting Archstone Consulting Arizona State University Arketi Group Arnold & Finlay Aronson / Heintz Associates. Inc. Ltd. Inc. Bransgroves Lawyers Braver Group Brintech Brooks Bell Interactive Continued on next page © 2007 RainToday. Martini. Hutchinson & Walter. Inc. LLC Arthur BIZ Atlantic Consultants Atos Consulting ATS ATSheridan & Associates.C. Better Cost Control Beyond Point B. Inc. Finning Allen Austin Executive Search Consultants Alliance Consulting Group Alliance Data AMEC AMES A/E Anspach Meeks Ellenberger Apostasy.What’s Working In Lead Generation Participating Companies 2octave 3n National Notification Network 451 Consulting A Mano Fisios A. BB Marketing Plus BDRI Beacon Consulting Group Beals associates. PLLC Bookkeeping Express BottomLine Marketing Boyden Interim Management BP Media Group BPCO Group Bradley & Bradley Brand Buddies Brand Chemistry BrandSavvy. Bardane. Adland USA Adler PPT AdminConcepts AECOM AESI. Schoeneck & King.C. Inc. LLC ACSF Ancora Acumen Adecco ADI Group. Inc. P. PLLC Basler Group. Ltd. Inc. Bluepool. LLC 210 . Inc. Barnes Dennig Bashey. A+ Top Rated Insurance ABR. Ltd BizVision Financial Services. LLP Baker Tilly Baldwin & Clarke Corporate Finance. Consulting Blum Shapiro & Co. Inc. Agilis Associates Alan Halford Consulting Albert Kahn Associates Alchemy Corporate Property Advisors Alexander. Inc.J. ABRG Absher Construction Company Acara Access Group. Inc. Blais & Associates Economic Development Consulting Blake Dawson Waldron Bloom Group Blue Star Print . Aronson. Inc.Australia Blueberry Business Group. AffluNet Services Afni.

Sacramento Catena Consulting Engineers Cathy Moore Catseye Global CBDS. LLC Butcher & Gundersen Bentz Whaley Flessner CAI Cambridge Healthtech Associates Capaccio Environmental Engineering. LLC 211 . Chadwick Martin Bailey Champlin/Haupt Architects Charles. LLC CS&L CPAs Cummings Group Curt Deckert Associates. Consulting Development. Ltd Coppertoppe CoreStrata Cornerstone Group of Companies Cost Containment Strategies Cowan. Inc. Inc. Capgemini Capital Tax & Accounting Services. Inc. Inc. Inc. Ltd Build Your Firm Business Advancement. Charles &Associates Cherry. Bolduc. Constructive Communication. Data Conversion Laboratory Dataseek Dated Events David DeLong & Associates. Ltd CLARITY Advisors to Management Clarkston Consulting Clear Thinking Group. D&B D. Inc. Inc.com & Wellesley Hills Group. CARC. CMG CMK Architects Collaborative Peoples' Resources Communication Arts Group. Inc. Dearborn Engineers & Constructors DecisionPath Consulting Dees Engineering Degenkolb Engineers DeHavilland Associates Deloitte Delve Group Demopoulos Associates Dent Baker & Company. Davies Engineering.A. Inc. Inc. Communication Facilitation Complex Communications Concord Computer Services Confidential Connecting Point Communications Consistacom. Kingsley & Company DDI Electronic Engineering & Manufacturing Dean Mason & Company. Inc. LLC Cowan. David Evans and Associates. Bekaert & Holland. Inc. Inc. Ltd Business Intelligence Solutions Business Process Consulting. Doherty & Company. CPActuaries Creative Qualitative Crossing the Chasm. Inc. LLC Continued on next page © 2007 RainToday. Inc. Inc. Ltd CDM Celstream Technologies Centrica CertifiedMail.What’s Working In Lead Generation Participating Companies. Business Diagnostics & Solutions Business Growth. LLP Clockwork Design Group.. LLP Chesber. Kerry Laycock. Closerlook. CHG Chiefadvisors. Inc. Davis. Inc. Carollo Engineers Carter & Burgess. P. LLC CISTMS CKMedical. Gunteski & Co. Business Development Group. LLC Damron Communications Daniel Kuznitz & Associates DASSE Design. Inc. Continued Brooks Borg Skiles BSC. CxT Group. LLC Clifton Gunderson. LLC DAMICON.

Dewar Consulting. GL Co.com & Wellesley Hills Group. PC FMA FPMSI Freedman Solomon & Company CPA's. Eide Bailly Elgin Surveying & Engineering. Dunn Associates. eMagine eMarket2 Enablihng Space EnerNOC. Ltd H. LLC ERE. PLC EAP Technology Eartheon Ecosystem Solutions Pty. Freeman Marketing Research Fulcrum Studios. Inc. LLC Fletcher Tilton & Whipple. Maynard and Company. Inc. Ltd Edgar. LLC 212 . Inc. LLP Gilshenan & Luton Lawyers Giordano. LLC Evans Hagen & Company Everon Technology Services. GEI Consultants Gelmtree. Inc. Inc. Temple Associates. P. LLC Guthmiller Accounting. LLC Excel in Marketing. LLC GP Worldwide GPD Group GPmicro. Inc. Go Pensions Goetting & Associates Goss Gould & Pakter Associates. Greenfield Enterprises Griffioen Consulting Group. Inc. Enterprise Business Solutions. Inc. Dunn & Company Edge. LLP ESM Consulting Engineers. Ltd. Inc. Inc.What’s Working In Lead Generation Participating Companies. Group2 Growth Solutions Provider Grubb and Ellis Grunley-Walsh.A. Fullhouse G. Halleran & Ciesla. Durrette Bradshaw. LLC Dinkum Interactive Direct Connections International DirectMarketing Diversified Learning Partners Dixon Environmental DMBPA DMG Consultancy DMJM H&N DMM Group Dorman Management Consulting Drinker Biddle & Reath. Inc. Gilbert Consulting Gilbert Heintz & Randolph. Inc. Graystone Associates. LLC Excellence In Motivation Expense Management Solutions Expense Reduction Analysts Expert Communications Extraprise Facility Programming and Consultants FCS GROUP FGM Architects Planners First Wellesley Fisher Vista. Inc. Ganek Architects GASAI Geek Housecalls.C.C. Inc. Edge Learning Institute EDSA EH&E EI Team. Glenn Rasmussen Fogarty & Hooker Global Boost Global executive search Global LT GNU Group GNU2 Consulting. Inc. HAH Associates Management Consulting Haley Marketing Group Continued on next page © 2007 RainToday. Great Numbers! LLC Greener Consulting Greenfield Architects. P. Continued Design Workshop. LLC Gelst General Business Consultants General Business Solutions. LLP DTA World Wide Duke Corporate Education Dunaway Associates. P. B.

Kranz Communications Krex Consulting KS Associates Kudzu Graphics La Visual. Improving People Incentive Logic. Inc. Inc. Inc. Inc. PC Leadership Capital Group Leadership Management Group Leadership Strategies Leads Source LEAPJob Lei J Incorporated Leppert Business Systems. LLC 213 . PA Hydro Designs. Continued HALO Business Advisors Hamilton Group HBLA Certified Public Accountants. LLC Integro Insurance Brokers InterControllers. Higginbotham Highliner Group Hill Schwartz Spilker Keller. Ltd. LLC International Marketing Solutions Intetics Co. Laurentian Group Law Offices of Bernard C. Dietz. Kathleen Greer Associates KL Consulting Kleinfelder KNH. INVICTUS Solutions Group Invisible Marketing Inxight Information Companies. Integrated Marketing Solutions.com & Wellesley Hills Group. Johnson Stephens Consulting. Knightsbridge Solutions Koch Hazard Architects KoMarketing Associates. Hyperactive Communications ipCapital Group Idea Catchers Group.S. Inc. LLC Hill. LLP Keith Warren Limited Keyne Insight. Inc. Lahey Consulting. Barth & King. LLC Lahive & Cockfield Lake Corporation Landry & Bogan. LLC Hitachi Consulting Hoard Clients System HOK Visual Communications Holden Advisors Holder Construction Coimpany Holland & Davis. Inc. Inc. Level 9 Lewis-Michael & Associates. Inc. Inc. Rudoy & Roteman Hotham Associates HRA Solutions HRshopper HSA Engineers & Scientists Hudson Financial Solutions Hunter & Associates. LLC Hollis Chase & Associates Hopper Dennis Jellison Horovitz. Jon Oliver & Associates Jonathan Steele Company KBA Group. Inc. Interim Executives U. Laurel and Associates. Inc. HCG Health Capital Consultants Henderson Architect Hiab. Inom Limited Insight Security & Investigations Integrated Management Solutions. InTouch.. Lidings Law Firm Lindsay Exhibit Group. LLC Jan Riley. PC J. LLC Image Builders Impact Systems. Inc. Inc. Jackson Kelly Solutions. Keenan. Lutz & Associates Larson Binkley. Mittler & Company Jack & Associates Jack B. Inc.E. Inc. Lanzo.What’s Working In Lead Generation Participating Companies. Inc. Inc. LLC IRS Solutions ISR Insight ITBusinessEdge ITSMA Ivy Architectural Innvovations. LLC Kosovsky Pratesi & Co. Linkage Continued on next page © 2007 RainToday. Inc.

Inc. PC Marketing Acumen Marketing Leverage. Inc. Continued LexisNexis Logarithmic Impact Lorglen Management Services L. LLC PMZ Marketing PNC Positive Interactions Positive Response Posternak Blankstein & Lund Powers Law Offices. NexCore Group Niski Communications Noble Erickson Inc. Inc. Inc.P. Inc. PLC Networks. LLC Nash Lipsey Burch National Cable Splicing Certification Board Nerica NetElixir. McDonnell Boehnen Hulbert & Berghoff. Inc. Phoenix Management Services Pinnacle Business Development Plancorp. Ltd MKM Book Services MMIC MMM Design Group Mohagen/Hansen Architectural Group Mohr Partners Moreland Associates Morningstar Multimedia Morris-Anderson MSH Associates MST Consulting. Partners for Creative Solutions.com & Wellesley Hills Group. PACE Palladium PanRight Productions Parsons Brinckerhoff Construction Services. LLP MC Marketing Communications. MulvannyG2 Architecture Naden/Lean. B. Mighty Oak Ministries Mind-n-Money Mintleaf Studio Pty. Nolte Associates. Mapping Analytics Mark Mauriello. Ltd.What’s Working In Lead Generation Participating Companies. I. Norlight Telecommunications Norton Associates NSA Corp. Macquarie Wealth Management Mahlum Architects Major Client Selling Management Vectors. Inc. Inc. LLC NewStar Financial. Inc. NTH Consultants. Peter S..C. McCord & Associates Medical Device Consultants MDS Diseno Consultoria ME Mesirow Financial Consulting Metagio Meyers Norris Penny Mezzanine Business Consulting MHTN Architects MicaBlue Creative Michael Graves CPA. Cook Petra Geotechnical. Ltd Open Access Consulting. Inc. Peacock Publishing Penske Truck Leasing Co. LLC M/E Engineering. Pathfinder Consulting Services Payment Services. Inc.C. Partners Usrey Pate Engineers. Inc. Pratt Computing Precision Websites Presentations Plus Continued on next page © 2007 RainToday. Nth Degree Events OBD Omnium Worldwide Inc O'Neill Direct Marketing Oneocean. Performance Benefit Solutions Perot Systems BPS Personalized Info-Media. Inc. Chock. Inc. LLC 214 . Marketing Mentors. Inc. NetPartnering Networks Newagen Group. Marketing To Mexico MarketSharp Matris Associates. P. Inc.Robert Kimball & Associates Luminare Lydon Fetterolf Corydon M Group Communications Training M. Inc. PMA. L. Inc. Inc. P.

Inc. St. Pyramid Consulting Q3 Technologies Quiet Storm Solutions Limited Randy J Elder. LLC Sanford Group Marketing Consultants SC Associates Schilling & Maure Schulz & Consulting SCT Group Second Story Solutions Sector. Inc. CPA. Smart Marketing SmithGroup Snelling Staffing Services. Inc. LLC Solid Oak Consulting. Prophet Strategies Protiviti. Tailored Technologies. Sierra Systems Consulting Group Silicon Valley--Japan Connections Silverton Consulting. Inc. Inc. Noble & Saltbush Robust Designs Rockwell Automation Ropes & Gray. LLC Spardata SponsorLogic. PSI PageSoutherlandPage Pulse Corporation Purchasing Services. Inc. Inc.What’s Working In Lead Generation Participating Companies. Meyer & Hubbard Stellar Systems. Prime Engineering. PLLC San Filippo & Associates. LLP Robertson Training Group Robinson. Inc. LLC 215 . LLC Talkwerks TARGIT Tax and Financial Services TBL Technologies Pty. Continued Primary Intelligence Primary Point. Studio Graphique Success Enterprises Consulting Superfund Sure Marketing Systems Pty. Inc. Ltd Synovate Loyalty Systema Corporation Tacamor. Sequent Learning Networks SESS Midwest Shaw Resources Sherman Group. Spryance SRGPE SSOE. RTKL S&ME. Ltd. Steven Dunn Stradley Ronon Strategic Asset Alliance Strategic Direction Resources. Inc. Inc. Inc. Ltd TBS USA TC Architects TD Banknorth Continued on next page © 2007 RainToday. Inc. Sabath Supply Chain Consultants SalesChannel Europe SARL SalesFUSION SalesStars/CAS Systems Salisbury Management Services Sam Schwartz Engineering. PC Raphael Sammaa Brand Counsel Real Web Devices Realized Performance Relationship Audits & Management Report Source ResearchWorks Resolve Associates Reveille Consulting Group RGHeins & Associates Ricca Newmark Design Richmond & Associates Risk Management Associates. RSI Logistics RSM McGladrey. International. LLP Rotman School of ManagementMBA RPA Associates Inc. Pence & Associates. Primus Global Resources Professional Service Industries Profit Revolution Pty. Ltd Project Innovations. Inc.com & Wellesley Hills Group. Strategies for Business Ownership Strategy & Communications Strategy 2 Market Stratelogics Strauss Event & Association Management Stroud. Inc.

Inc. Ltd. Tier Solution Titan Software Sales TLC TMP Associates. Continued TDI Team Telecom. Inc.M. TEM Associates.SOP Design Venture Drive Consulting Vimbrio Vink Teague & Associates Virtual Services Vistage International VOA Associates Inc. Litigation Funding. Terry Griffin Design TESTCo text-centric The Geddes Group Thales ThatWhitePaperGuy The Advocates. Write It Well WSA WSP Environmental Strategies Xancam Consulting. Xerox Yuishin Fleet Management ZAHN Consulting. Ltd Transcription Matchmaker Transonic Traub Design Associates Triad Advisors Group. Topline Solutions.P. Walsh Engineers Welch Consulting Western Architectural Wheat Scharf Associates Wellesley Hills Group Wilke Studio Willie Publishing Co. P. Inc. The Last 3 Feet The Leverich Group The Links Estates The Marketing Station. LLC The Performance Group The ProAction Group The Proteus Organisation The Renaissance Group (tm) The Seneff Law Office The Simple Solution Virtual Assistance The Systems House The Trane Company The Ultimate Sales Executive Resource The Yeomen Group Theatre Projects Consultants Think! Inc. LLC © 2007 RainToday.L. LLC V. Thomas J. W. Inc. Inc. Workforce Now WorkMatters WOW! WINDOWS Display & Design Ltd. LLC Technology Management Assoc. Ungaretti & Harris University of North Carolina Unleashed Unstuck Marketing Urja Communications UtiliTech V. Inc.Angell & Associates Wade Trim Transportation Walker Printing Co.com & Wellesley Hills Group. Dyer Company Three Step Consulting Thrive Networks. TPG Trade Boost Pty. The Florida Growth Coach The JS Group The LaMarche Group. Inc. Wilson Marketing Group. Inc.What’s Working In Lead Generation Participating Companies. LLC Trigger Marketing Works Total Typing Solutions UCI Architects. Inc. Windridge Consulting Wipro Wolcott Group Wolf Greenfield Woods Peacock Engineering Consultants. Inc.I. LLC 216 . The Beech Consultancy The Coaches The Collateral Resource Group The Design Alliance Architects The DR Group The Etica Group.

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raintoday.com.com's core offerings include: • Free articles by well-respected marketing. and Charles Green on core topics in selling and marketing professional services • Interviews with world-renowned services marketers. and leaders of professional services firms to grow their business. Based in Framingham. RainToday. Suzanne Lowe. products and tools designed specifically for helping service providers to grow their firms • Webinars. brings 5 new pieces of content each week to rainmakers and services marketers worldwide. sellers. John Doerr. seminars. Patrick McKenna. visit http://www. and How To Become A Thought Leader. rainmakers. by the analysts and experts at RainToday. and tools for growing your professional services business. and service business experts such as David Maister. and conferences for rainmakers and service marketers Rainmaker Report – the newsletter Rainmaker Report. Visit http://www.com is the premier online source for insight. The Business Impact Of Writing A Book: Data. advice. and firm leaders • Best practice and benchmark research such as How Clients Buy: The Benchmark Report on Professional Services Marketing and Selling from the Client Perspective. The RainToday Research team also delivers custom market and client research studies for individual organizations. Mike Schultz. RainToday Research The RainToday Research team produces best practices and benchmarking research to help marketers. the flagship free newsletter of RainToday.com to subscribe. For a complete list of available research titles.com & Wellesley Hills Group.com Research • Premium content. Advice. sales.com. Massachusetts.raintoday.What’s Working In Lead Generation About RainToday.com RainToday.com .the website RainToday. LLC 218 . And Lessons From Professional Service Providers Who Have Done It. © 2007 RainToday.

and entrepreneurship.com. from the Graduate School of Management at Boston University. content. and research reports on marketing and selling for professional services. marketing initiatives. Mike was Director of Training and Education Partnerships for Linkage. Email Mike at mschultz@raintoday.com. and holds an MBA. as President of AMACOM Publishing. John Doerr As a Principal with the Wellesley Hills Group. Louis. and major market research reports on a number of business and management subjects. Andrea Meacham Rosal and day-to-day operations of the site. Email John at jdoerr@whillsgroup. white papers. John consults with professional services firms in the area of growth strategy. LLC 219 . Mike holds an MBA in Marketing and Entrepreneurship from Babson College. She is responsible for the online publishing site’s growth. John is a frequent public speaker and prolific author. He has written articles. marketing and lead generation.com. Inc. marketing strategy. as well as Rainmaker Report. and continuing value to service firm marketers and business developers worldwide. and selling for professional services firms. Before the Wellesley Hills Group. Email Andrea at amrosal@raintoday.What’s Working In Lead Generation About The RainToday Research Team Mike Schultz As Publisher of RainToday. writer. As Chief Content Officer of RainToday. and Senior Vice President at American Management Association. growing revenue and profit by over 800% in his tenure with the firm. He is also a contributing editor with RainToday. marketing. his primary responsibilities were leading the company’s public and in-house seminar divisions.com. Olin School of Business at Washington University in St. and researcher within professional service firms and non-profit organizations. product quality. Mike Schultz is responsible for leading the world’s foremost content publication on growth strategy.com.com & Wellesley Hills Group. She has written numerous articles. John served as the President of Management Centre Europe. Andrea oversees the content. magna cum laude. marketer.com. e-books. At Linkage. case studies. Andrea has worked as a consultant. Mike has also served as a marketing and sales process and strategy consultant with the boutique firm Product Knowledge Systems. © 2007 RainToday. the site’s flagship weekly newsletter. Andrea holds an MBA from the John M. the largest panEuropean management and leadership training company. Mike is also a Principal with the Wellesley Hills Group and consults to professional services firms worldwide. Prior to joining the Wellesley Hills Group and RainToday.com. with emphasis in organizational leadership. and business development.

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