LeaP

Lead Acceleration for ProfessionalsLeaP

LeaP

Many Professional Firms are Stuck

∆ Recession slashed demand for services and forced fee rates down last year

∆ Recovery in 2010 will be slow and patchy

∆ Competition has increased exponentially

∆ Maturing market for services brings price sensitivity, commoditization and lack of differentiation

Firms Urgently Need Traction and Forward Motion2

LeaP

Kennedy Predicts a Slow Slog for Consulting

2007 2008 2009 2010 2011 2012$0

$50

$100

$150

$200

$250

$300

$350

-8%

-6%

-4%

-2%

0%

2%

4%

6%

IT

MC

BAS

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Management Consulting Business Advisory Services Information Technology ----- Growth

LeaP

Professional Firms Face Particular Challenges

Client Perception Impact Cause

“We don’t understand what you do”

Not invited to bid

Unclear identity and value proposition

“We don’t see why you’re different”

Forced to compete based on price

Differentiation unclear and/or asserted, but not lived

“Your ideas and insights are superficial”

Hesitant buyers Under-developed thinking

“We’re not sure you can do what you say”

Lose the work Lack of client case studies and quotable results

“You’re not famous for anything”

Compete for the wrong work Lack of focused, integrated marketing

“What you market and what you do seem to be different”

Low/no ROI on marketing spend

Service development, thought leadership, marketing and sales all operate in silos

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LeaP

Many Common Lead Generation Techniques Don’t Work

Lead Generation Technique

Process Impact on Lead Stream

Shortcomings

In-house cold-calling campaigns

Professionals reach out to unknown prospects

Slight – strong barriers, high rejection rates

Professionals are uncomfortable and resistant

Outsourced cold-calling campaigns

Hire external salespeople to get appointments for firm’s professionals

Slight to Moderate – long ramp-up time and learning curve

Misrepresents brand –salespeople lack substance, professionals lack context

Promotional literature and self-aggrandizing press releases

Publish brochures and media articles that are thinly-disguised sales messages

Negative – lacks credibility with clients and journalists

Undermines brand – value is best demonstrated by giving away real insight

Advertising Run ads that try to generate enquiries

Slight – high cost, often with low ROI

Misused tool - Ads (well crafted, targeted and sustained) are best used to build awareness

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We Need A Fresh Approach

LeaP

∆ We will take you from concept to potential clients in a single, integrated, fast-track process, and we’ll tailor our guarantee to minimize your risk.

∆ Specifically, we will work with you to:• Distil and clearly communicate the unique value that you promise to your

clients• Identify your most promising piece of current intellectual capital (IC)• Develop that IC into persuasive Thought Leadership marketing materials

(substantive report, client presentation, news release, by-lined article, etc)• Use the Thought Leadership materials to drive an innovative on-line campaign

designed to generate market interest and demand quickly (typical campaign elements include social media, blog posts, an interactive micro-site or landing page, etc)

• Equip your professionals to harvest and develop the resulting business leads

LeaP Promises High Quality, Low Risk Leads for Professionals – Fast

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LeaP

LeaP Delivers Quality Sales Leads in 12 Weeks

4 weeks 8 Weeks7

LeaP

LeaP Can Kick-Start Your Business Growth

∆ Rapid Revenue Ramp-up – our service generates quality leads fast, at low risk

We can deliver these results because we: · Powerfully communicate what you do, the value you promise, and the reason you are uniquely positioned to deliver that value

· Help you create a compelling point of view that gives prospective clients whole new insights on a significant problem and how to address it – insights that elicit inquiries

· Develop and execute a marketing campaign that touches hundreds if not thousands of executives quickly and drive them to your website.

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LeaP

LeaP Leads to Business

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Awareness Sale

∆ Our Leap campaign will generate leads for your business development team to follow up

How we define “leads”:

• Incoming requests for discussions about your services

• From (or on behalf of) executives with the authority to buy your services

• In organizations that meet your buying criteria (scale, industry type, etc )

LeaP

LeaP

The LeaP Difference

∆ Leveraged• Our approach integrates your practice development, marketing and sales efforts into

one powerful process

∆ Efficient• We use on-line marketing techniques and social media to get your message into the

marketplace fast and cost-effectively

∆ Accelerated • We bring you professional services marketing and lead-generation “in a box”. Our service is a

zero-overhead, rapid response solution that can complement and power-up your current marketing efforts.

∆ Professional• Our alliance represents decades of experience in the successful marketing of

professional services firms. Each member is a leading expert in their field, and each has worked with the leaders of some of the country’s best-known professional services firms

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LeaP

How Many Leads Will We Deliver?

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How Unique is Your Approach?

How Compelling is Your Proof of Concept?

How Likely Are Clients to Provide Testimonials?

How Extensively Have You Marketed Your Approach?

How Acute is the Client Pain Point that you Address?

Weak Strong

0 1 2 3 4 5 6 7 8 9 10Number of Leads Generated by LeaP

LeaP

LeaP – for Professionals, by Professionals

Brand and marketing strategy for professional services firms

Integrated marketing for professional services firms

Thought Leadership content development for professional services firms

Sales and business development training for professional services firms

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∆ LeaP is brought to you by an alliance of world-class professional services marketers

LeaP

LeaP Alliance – Tested, Proven, Successful

Authentic Identity$120 Million Multinational Operations Consulting Firm

Developed overall marketing strategy designed to improve effectiveness while reducing overhead. Advised leadership team through subsequent implementation, including re-structuring the marketing organization, selective outsourcing, developing an issue ownership strategy, producing two key pieces of thought leadership and executing integrated marketing and business development campaigns for each, crafting firm-wide internal communications and coaching senior leaders.

$35 Million National Restructuring and Litigation Support Company Developed and led implementation of brand strategy, new value proposition, marketing strategy, leadership alignment program and culture change program as this fast-growing business integrated a new management consulting division into its service offering.

$2 Billion Global Management Consulting FirmDeveloped North American positioning strategy, value proposition and brand experience for the recruiting brand of this successful company. Delivered recruiting materials to support strategy.

$300 Million Global HR Strategy and Organizational Consulting Firm Developed a unifying global identity, value proposition, brand story and positioning strategy for this successful business, which had grown rapidly via a series of international acquisitions.

$10 Million International Leadership Development and Coaching Business Developed core identity, differentiation, value proposition and brand strategy for this niche institute, dedicated to applying theatrical principles to leadership, vision and communication issues in major corporations.

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LeaP

LeaP Alliance – Tested, Proven, Successful

Bliss PRBDO Seidman

International accounting/consulting firm. Established first industry marketing program (Retail). Developed thought leadership CFO, CMO surveys. Practice now has 750 media placements annually. New industry practices in Technology, Energy, Private Equity.

Hunton & Williams

Major law firm (1,000+ attorneys). Established first practice marketing program (Intellectual Property). Developed broad communications program, media tours. Media placements increased 25X in four years. Firm profiled in all major IP trade media.

TillinghastLargest global actuarial consultancy. Developed survey to reach Life Insurance, Financial Services CFO. Thought leadership from survey served as perfect marketing door opener. Survey repeated annually, generated targeted publicity. Tillinghast media coverage eclipsed nearest competitor.

The Futures Group

Specialized consultancy (business intelligence, scenario-based planning). Created numerous surveys to establish thought leadership. Survey so popular that media called BlissPR in advance of them. First survey media coverage generated 17 leads in one day. Working with BlissPR, The Futures Group grew from $2 million to $8 million in revenue.

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LeaP

LeaP Alliance – Tested, Proven, Successful

The Bloom Group

Global Consulting, Technology and Outsourcing Company We ghostwrote a research publication that helped the company sell a multimillion-dollar, multiyear outsourcing contract

Horizontal Consulting Practice of a Major Global Professional Services FirmWe researched, ghostwrote and placed a Harvard Business Review article that generated at least $5 million in new consulting projects

Mid-sized Consulting FirmWe worked developed and marketed points of view on two topics that generated 35 substantial business leads

Mid-sized Consulting Firm told us that We helped develop and ghostwrote a white paper that led to $3-4 million in consulting revenue from existing clients

Boutique consulting firmWe developed and wrote a research report that was instrumental in selling a $1 million consulting project

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LeaP

Pick the Pricing Structure that Suits You

∆ Fixed: • Pay three installments of $40K and nothing more. If you are not

completely satisfied, do not pay the final installment

∆ Flexible: • Pay one installment of $40K. Once we have completed the Assess &

Plan phase, we will work with you to tailor an appropriate shared risk/shared reward pricing structure for the remainder of the work

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Save more by helping us market LeaP …

LeaP

Special LeaP Launch Limited OfferHelp Us and Help Yourself

∆ Once we have delivered on our promise, are you willing to be a case study or provide a testimonial that we can use to market LeaP?

∆ If you are, then we are prepared to offer an exceptional discount on our fixed fee structure:• Phase 1 (Assess & Plan): $30K• Phases 2 through 4 (Develop & Market Thought Leadership + Harvest

Leads): $60K

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Save 25% By Letting Us Tell the World About Your Success

LeaP

Laying the Fast Track to Success

∆ We will work with you to help prepare your organization for a successful LeaP campaign

• Who needs to be involved from your organization?• What’s the best way to engage them?• What’s the best way to ensure timely access to your thought leaders

and clients?• What needs to happen to give your people the knowledge, confidence

and skill to sell services based on the thought leadership we have helped you to develop and market?

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LeaP

Lead Acceleration for ProfessionalsLeaP

Meet the Alliance Members

LeaP 20

Building Powerful Professional

Services Brands

LeaP

Authentic Identity: What We Do

We help professional services firms to generate quality revenue by attracting and retaining the right clients and the right people. We do that by uncovering and harnessing the meaning in your business.

We help our clients figure out who they really are and how to generate value from that. Along the way, we help you use the meaning in your organization to align internal behavior and external communications.

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LeaP 22

Building an Identity-driven organization

• Core value-creating identity• Core personality

• Core Value Proposition (Functional, Emotional, Self-

Expressive and Societal)• Core Stakeholder Experience

• Four-level Value Proposition (Functional,

Emotional, Personal, Societal)

• Personality• Stakeholder Experience

Authentic Identity

Developing Clients• Proposals

• Presentations• Cross-selling

• Branded relationships

Developing Ideas

Developing People

• Issue Ownership Strategy• IC Development Process• Research & feedback• Services & capabilities

• Selection• Promotion

• Compensation• Culture

Managing External Meaning

• Branded relationships• Word of mouth

• Integrated marketing communications

• Societal engagement

Managing Internal Meaning

• Identity-based leadership

• Connecting personal & organizational values• Living the brand• Equipping brand

ambassadors

Internal External

Clear and defensible strategic direction Ability to command fee premium

High level of staff identification with the business Credible, clear brand identity

Consistent compass for R&D investment High client loyalty

Consistent messaging More client evangelists

Leveraged marketing expenditure Self-selection by the “right” clients and recruits

Respects autonomy while building on what is shared

Shorter, less costly sales and recruiting cycles

Integrates values, behaviors and communications Ability to maximize the value of the organization

Benefits Of An Authentic Brand

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LeaP

Building An Identity-Driven Organization

• Four-level Value Proposition (Functional,

Emotional, Personal, Societal)

• Personality• Stakeholder Experience

Authentic Identity

Developing Clients

• Proposals• Presentations• Cross-selling

• Branded relationships

Developing Ideas

Developing People

• Issue Ownership Strategy• IC Development Process• Research & feedback• Services & capabilities

• Selection• Promotion

• Compensation• Culture

Managing External Meaning

• Branded relationships• Word of mouth

• Integrated marketing communications

• Societal engagement

Managing Internal Meaning

• Identity-based leadership

• Connecting personal & organizational values• Living the brand• Equipping brand

ambassadors

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LeaP

Authentic Identity: Representative Clients

KRWInternational

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LeaP

Thought Leadership Marketing for Professional Services Firms

LeaP 26

Who We Are

BlissPR is a full-service public relations firm∆ 34 years old, staff of 30∆ Offices in New York, Chicago, St. Louis∆ Specialists in business-to-business communications

Professional services Financial services Healthcare

∆ Member of WorldCom, largest independent network of PR firms

∆ Cited by the Holmes PR Report “Best Agencies to Work For” “Client Seal of Approval”

∆ Awards: PRSA Silver Anvil, IPRA Golden Globe, PRSA/NY Big Apple, IABC Communicator

LeaP

What We DoWe help professional services firms attract and retain clients by publicizing your expertise, problem-solving skills and ability to see – and interpret – emerging trends.

We do this by packaging your ideas in multiple formats (articles, quotes, blog posts, speeches, videos, podcasts, webinars) and distributing them through many channels (print, social media, digital, broadcast, face-to-face events).

Thought leadership is your “sampling program.” It establishes you and your firm as experts, reduces purchase risk, differentiates your services and increases search-ability. It also gives you a reason to be in touch with prospects, opening the door for sales conversations.

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LeaP

BlissPR Representative Thought Leadership Clients

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LeaP

Helping Professional Services Firms

Capture and Become Recognized

for Their Unique Expertise

The Bloom Group

LeaP

Bloom Group: Overview

∆ Marketing and research firm that helps consulting, IT services, education and other professional services firms become recognized as preeminent experts in their domains• To be “thought leaders,” as it is commonly referred to today

∆ Widely recognized as a pioneer and leader of thought leadership marketing• Published a book on it in 2008: Thoughts on Thought Leadership• Earned our stripes by helping to make the biggest consulting concept of the 1990s (reengineering) a household word• Have been involved nine Harvard Business Review articles over the last decade

∆ Over 12 years have worked with numerous professional firms• Ranging from McKinsey, Accenture, AT Kearney and Deloitte to Kurt Salmon Associates, Microsoft, Unisys and Fujitsu

∆ Have helped our clients codify their expertise and develop new expertise through research• Studies on topics ranging from ERP in the pharmaceuticals industry, business model innovation across all industries,

and localization of chain retailers

∆ Have helped our clients bring to market their ideas in multiple forms including• Books• Harvard Business Review articles• Opinion articles in the Financial Times, Business Week, Forbes and many industry publications• Research reports• Self-published white papers

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LeaP

Bloom Group RoleResearch, idea development, ghostwriting, placement

Research, idea development, ghostwriting, placement

Ghostwriting

Editorial review and copy editing

Idea creation, idea development, writing

Idea development, ghostwriting, placement

Placement

Placement

Research, idea development, ghostwriting

Our Track Record: Nine Articles in Harvard Business Review Over the Last

Decade

ClientDeloitte Consulting

Accenture

Treacy & Co.

Marakon Associates

Bloom Group

Profs. James Wetherbe and Eric Walden, Texas Tech

Forum Corp.

Forum Corp.

Microsoft Corp.

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Article“Bottom-Feeding for Blockbuster Businesses”(March 2003 cover)

“Optimal Marketing”(October 2003)

“Innovation as a Last Resort”(July/August 2004)

“Stop Wasting Valuable Time”(September 2004)

“A Consultant’s Comeuppance”(February 2003)

“Give a Little, Get a Little”(September 2005)

“Sales Reps’ Biggest Mistakes”(July 2006)

“Finding the Weak Links”(July 2006)

“The Next Revolution in Productivity”(June 2008)

LeaP

Representative Clients

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The Bloom Group

LeaP

How to Contact the LeaP Alliance

Any one of our founding partners can bring the full power ofthe LeaP alliance to bear on your marketing challenge.

∆ Authentic Identity• Contact Tony Tiernan ( +1-978-282-8211, or e-mail

Tony.Tiernan@AuthenticIdentity.com )∆ Bliss PR

• Contact Meg Wildrick (+1-212-840-1661, or e-mail Meg@BlissPR.com )∆ The Bloom Group

• Contact Bob Buday ( +1-508-497-3411, or e-mail Bbuday@BloomGroup.com )

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