Converting prospects into leads - effective lead generation

One of the key challenges in marketing a professional services business is overcoming the intangibility of services. This is what makes marketing a service based business fundamentally different to a product based business. Couple this intangibility to a typically high price and this becomes a high risk purchase for your prospective client. Given that there is a perceived lack of differentiation amongst many service providers, prospective clients often struggle to justify selecting one business above another.

"Every business touch point influences the market perception of your business and has a direct impact on your success".

Shaping Business works with you to to develop your marketing plan to ensure that more prospective clients in your target market are made aware of your services and that they understand why they are superior to the competition. The objective is to increase your engagement with prospective clients, enabling you to generate more valuable business leads and secure more meetings which lead to identifiable business opportunities. Our approach focuses on:

• Benchmarking your current marketing messages to ensure they are appropriate for your target market and maximise your brand value
• Developing compelling value propositions around your services which fit with the message of differentiation
• Identifying routes to your target market
• Developing the optimal mix of marketing and business development activities to engage prospective clients
• Identifying the resource requirements to deliver the plan
• Producing a scheduled, costed and resourced marketing programme for the year ahead
• Establishing management processes to monitor and control the delivery of the marketing plan and measure success.

In our experience, the resourcing of the plan is a critical success factor, as many organisations begin with the best of intentions, but struggle to maintain momentum. Our approach provides your business with increased awareness of your brand and generates more business leads with prospective clients. As an outsourced marketing solution, we can also provide our clients with the specialist resources to manage and support delivery of the marketing plan, if required.