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I totally get it: the urge to do something – driven by the desire to see results.

“We need new clients. Let’s run an ad, create a one-pager, and visit a conference.”

Sure, all of this makes sense. Ads, one-pagers, and conference visits are marketing tools that can help create awareness for imminent challenges and generate demand for your solutions.

But, don’t expect to run an ad and get that client the next day.

One ad can’t…

  • Raise awareness for an imminent business challenge.
  • Educate an entire Decision Making Unit (DMU) on actual solutions for that challenge.
  • And convince them that your solution is the best one.

That’s just too much.

If you’re after results, there may be a better way. It’s a bit boring and definitely not as sexy as an ad. It is, however… effective.

Here it is: create a short list and a wish list.

The short list contains a limited number of organizations (let’s say 50) that you already have good relationships with.

The wish list also contains a limited number. This time, they are organizations you like to do business with.

For each of these organizations…

  • Map the DMU. Who are the initiators, users, decision makers, and influencers?
  • Map the relationships. Which colleagues are connected to these people? And how well do they know them?
  • Decide on your approach. Which colleagues will reach out to people at your potential client? What should they say to guide them through the buyer journey? 
  • Execute! Join your colleagues in picking up the phone, sending those emails, and connecting with people on LinkedIn.
  • Log the results. Make sure all efforts and results are tracked. Preferably in a system that everyone involved has access to.

Do this and you’re doing account based marketing. Which I think is highly effective in professional services.

The reason?

Instead of addressing an entire market with a generic message, you’re targeting relevant people at specific accounts through people they (should) know with a message they (should) want to hear.

Hope this helps!

Thank you for reading MBD Spark #81 (formerly The Nudge & MBD Boost), sent on April 29, 2025.

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