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Target Marketing & Lead Generation

© 2015 Accountants Advisory Group, LLC

Nancy Damato, Accountants Advisory Group

What is Target Marketing? • A group of potential desirable

clients that a firm identifies and aims its marketing resources.

• A well-defined target market is the 1st element of an effective marketing strategy.


Total Available Market

Served Available Market

Target Market

The Landscape: • How big is the universe? • How many can we reach with our

marketing & sales channel? • Who do we want to reach and who

are the most likely buyers?

Target and Niche Marketing

Target


Niche

Connect with a clearly defined audience

Target Marketing is reduced to the most precise segment

Example: Distributors ranging in size from $20 million to $80 million in the NY Metropolitan area.

Example: same criteria as “Target,” but only in the consumer goods industries.

Target Marketing Replaced Shotgun Approach

• Less time, money and resources.

• Market has moved away from generalists and toward specialists and experts.

• Clients trust and want to engage experts.

• Marketing messages are easier to sell and more accepted.


Why is Target Marketing Essential?


Know and listen to your audience and customize your messages

Why is Target Marketing Essential?

• Right size and type of clients: – Work smarter, not harder at PD – More efficient use of partners’ time – Maximize use of resources – NOT trying to sell to everyone – Marketing to specific segments

• Easier to market beyond the local area • Your competition has been targeting for 5+ years


Old Way

Marketing & Lead Generation Gap

Develop the Marketing Plan 1st & then Lead Generation


New Way Decide on the Targets and Develop the Marketing Plan

Marketing Marketing Lead Generation

Marketing & Lead Generation Gap


3 R’s of Target Marketing

• Relevant – must be relevant to the targeted market

• Rare—point of differentiation—experts, consultants, innovative services

• Repetitious—Repetitive messages


Where Do We Start?

• Define your target markets – Industries & Specialty Practice Areas – Services – Size – Revenue – Geography

• Opportunities in the marketplace – what does the marketplace want, need and demand?

• Expertise – Existing and Need to Acquire

• Existing Clients • Referral Sources


Target Positioning of the Firm

Geographic territory

Niches and specialty areas

Competition and pricing

Marketing, sales and branding capabilities

Market perception

Market demand

Enhance technical abilities of partners and staff to meet market demand

Ability to attract, retain and develop staff

Target Positioning


- LinkedIn - Emails

- Phone Calls - Mail

- LinkedIn - Hoovers/ D&B - Search Engines - Conference Attendees Lists - Industry Association Lists

Find Attract 2011

Marketing & Lead Generation

Connect - Website

- Case Studies - Articles

- Blogs - Speaking Engagements - Webinars

- Presentations

FIND CONNECT ATTRACT FOLLOW-UP

CLOSE

- Email - Mail - Phone Calls - LinkedIn - Newsletters - GoToMeeting - Presentations

- Meetings - Proposals - Conference

Calls - GoToMeeting - Proposals


Develop Your Marketing Plan to Support Your Lead Generation

Identify the Specific

Prospects You Want to Target

Develop a Marketing Plan to

Implement the Lead Generation

Strategy

Develop the Strategies to Demonstrate

your Expertise and Put You in Front of Your

Targets


Identify Specific Prospects

Hoovers D&B

LinkedIn

Industry & Association Member Directories Seminar/Event Attendee Lists

Lost Proposal & Lead Opportunities

Newsletter Lists

Low Hanging Fruit


Lead Generation - How Prospective Clients and Referral Sources Know About You

Professional and industry affiliations

Direct mail, emails & telemarketing campaigns

Word of mouth and client and referral

sources

Webinars, speaking engagements, special events

& trade show sponsorship

Website, SEO, social media, apps

Content: articles, white papers, case studies, newsletters, quotes, blogs, author a book

Community work, friends, social

activities

Brochures & literature

Lead Generation


Business developers/sales professionals and staff

referral program Public relations and

advertising

LinkedIn and Hoovers

The Pathway to Building a New Client Contact # 12

Contact # 11

Contact # 10

Contact # 9

Contact # 8

Contact # 7

Contact # 6

Contact # 5

Contact # 4

Contact # 3

Contact # 2

Contact # 1

Prospect

50% of accountants quit here



90% of accountants quit here You harvest the low hanging fruit

You are becoming a factor in the prospect’s mind

Bit by bit they get to know you

You are earning Top of Mind awareness

At this point you may be the only person to ever have made 8 contacts with this prospect

At this point, when your prospect is ready to buy, you have a 90% chance of being contacted


Using LinkedIn to Connect & Prospect


People do business with companies and individuals they “know, like and trust.”

LinkedIn expands your presence, approachability and reputation by improving your ability to: Build brand awareness Engage with your clients, prospects and referrals Activate your clients and contacts as brand

ambassadors

Step 1

Step 3

Step 5 Step 4

Step 2

Pipeline Reports

Track and Measure Your Steps & Progress

Follow-Up is Key! Document Every “Touch Point”


TARGET

Planned and controlled growth—not a volume approach

Increase the Firm’s name recognition

A combination of contemporary and traditional marketing and lead generation

Minimize the gap as to where marketing leaves off and lead generation begins and ends

The Goals of Target Marketing

Efficient lead generation—minimal prospecting time by partners and staff


The Goals of Target Marketing Position partners and staff to be more successful at business development.

A more successful closing ratio through a targeted approach to positioning in the marketplace.

Become a recognized “Integrated Solutions Provider.”

Increase realizations and profitability.

Shape the “Firm of the Future” for future growth and succession planning.


Step Out of Your Comfort Zone


Plenty of Fish In the Sea


Engage quality clients and others will follow

Pathway to Success


Be Patient, “Stay the Course” and Don’t Give Up

Some “Fish” Will Get Away – It’s Okay!


Thank You!


Nancy A. Damato, Accountants Advisory Group

nancy damato, accountants advisory group...nancy damato, accountants advisory group what is target...

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