Lead Generation
Challenge
Launch and accelerate revenues of fledgling environmental services firm specializing in mold remediation.

Process

Created sales and marketing infrastructure to administer marketing programs and measure success. Interviewed property managers to test key marketing messages and learn more about buying behavior. Spearheaded integrated marketing campaign including PR, advertising, and direct marketing to raise awareness with homeowners, property managers, and their referral sources and to generate leads.
Results

Increased leads by 300%, decreased the average cost to acquire a new customer, created a pipeline, and succeeded in maintaining pipeline through the winter “off season”. Attracted media coverage from Chronicle, Boston’s pre-eminent nightly television news magazine, New England Real Estate Journal, and Condomedia.
Outcome
Improved profitability and generated over $300,000 in revenue in less than six months. Of particular significance is that the winter “off season” (months five and six) outperformed the peak season by a ratio of two (2:1). The CEO is now forecasting that the firm will close the year at over $1 million in revenue, more than twice his original forecast.

Market Entry Strategy
Challenge
Increase profitability for environmental engineering firm and help firm penetrate a new market segment (real estate developers).

Process

Identify the most promising prospects and determine what would motivate them to switch vendors. Use this knowledge to develop effective sales and marketing programs. Quantified the value that firm had delivered for its real estate clients and developed case studies to document these successes.

Results
Succeeded in getting interviews with the managing partners and principals at prospective clients, validated and refined the target market, and developed marketing strategy.

Outcome
Helped client establish relationship that led to winning several jobs from one of Massachusetts leading developers.
 
Marketing Strategy
Challenge
Increase revenues for established suburban law practice

Process

Met with client bimonthly to develop and execute a strategy for increasing revenues. Refocused the practice to concentrate on a single specialty, generated publicity through speaking engagements and articles, identified untapped professional relationships that client could leverage to get new business, raised fees to respond to increased demand, and streamlined office operations by reorganizing staff responsibilities, creating new processes, and upgrading technology.

Results
Stoked demand for core services, increased referrals, improved productivity, and increased profitability. Generated additional business by establishing referral relationships with attorneys who could provide the services that the practice no longer delivered.

Outcome
Contributed to a 30% increase in revenue on an annual basis.
 
Marketing Management
Challenge
Improve profitability of financial consulting firm as it grows to next level.

Process

Met with company principals monthly for a year to develop and execute marketing plan. Segmented market and analyzed client data to identify most profitable accounts and services. Identified need for freelance writers and PR personnel to support promotion efforts and recruited flexible staff. Restructured administrative responsibilities to include execution, monitoring and measurement of marketing programs.

Results

Targeted more profitable market segment and repriced services provided by consultants. Added entry-level services that associates could deliver to capture additional share. Raised awareness among prospective clients by launching newsletter and seminar series. Used direct marketing campaign followed by telemarketing to generate qualified leads. Began developing third-party partnerships to distribute software that firm used to formulate its recommendations.

Outcome

Firm experienced significant growth, increased its profitability, moved to new office space, and hired a part-time marketing director.
 
Increase Market Awareness

Challenge
Increase market awareness for multinational consulting firm in new market segment.

Process

With company principals, developed menu of key capabilities. Interviewed prospective clients to determine consulting needs. Developed and executed marketing plan.

Results
Created breakfast seminar series, developed customer case studies, launched newsletter, and obtained speaking engagements to showcase firm's capabilities and generate awareness. Identified and facilitated partnership with software firm to take advantage of intellectual property.

Outcome
Succeeded in contributing to increases in revenue and market share.
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"
Where Barbara really shines is in brainstorming on marketing strategy, identifying specific types of contacts and leads to follow. Perhaps her specific leads and ideas have been so on-target because we share a background in health care, but I suspect this is a skill she can bring to other fields as well."
Robin Fisk
Health Care Attorney

Fisk Law Office
 

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