SUMMARY: When it comes to lead generation, professional services firms (accountants, lawyers, engineers, etc.) have a harder job than consumer marketers and other B-to-B sectors. If your marketing is too edgy, potential customers might question your reliability and trustworthiness.
Because cultivating new clients involves a long lead time, what tactics work? Referrals? Cold calls? Search or email? Find out the answers in our exclusive interview with Michael Schultz, who just surveyed 731 professionals and wrote a book about the results.
Plus, how firms would spend an extra $100,000 if they had it in their marketing budget.