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B2B Marketing How To Use Pre-Conversion Events and Pre-Conversion Content To Win More Clients

B2B Marketing: How To Use Pre-Conversion Events and Pre-Conversion Content To Win More Clients In 2024

July 17, 2024 /

In this recorded small group session, Ben explains the role of pre-conversion events and pre-conversion content in the marketing funnel between early-stage outreach and sales meetings, and how to use them to win more clients.

These pre-conversion tactics are designed to immerse potential clients in the company’s expertise and build a deeper connection.

B2B Marketing How To Use Pre-Conversion Events and Pre-Conversion Content To Win More Clients

Examples provided include webinars, roundtables, virtual conferences, LinkedIn Live sessions, and competitions. Ben highlights the effectiveness of co-hosting webinars to double the audience size and leveraging challenges and competitions to engage prospects.

Multi-author reports and industry surveys are also mentioned as valuable pre-conversion content, aiding in building authority and expanding reach through shared contributions.

The conversation also delves into practical advice for executing these strategies, such as the importance of choosing co-speakers who can help fill the audience and sending calendar invites to improve attendance.

Challenges faced by new business owners, like building email lists and engaging cold audiences, are addressed with suggestions for leveraging partnerships and existing content.

Check out the new book: Grow A Successful HR Business Your Way

Ben shares some pre-conversion event experiences, including running a successful competition and virtual conference, as examples of low-cost, high-impact pre-conversion efforts.

The session ends with a short, small group Q&A discussion where other HR founders ask questions and share their experiences.

[00:00:01]: Introduction to Pre-Conversion Events and Content

[00:01:10]: Immersive Pre-Conversion Events: Webinars and Round Tables

[00:02:25]: Round Tables and Client Training Events

[00:03:32]: Challenges and Virtual Conferences

[00:05:40]: Competitions and Master Classes

[00:08:07]: Examples of Successful Pre-Conversion Events

[00:09:19]: LinkedIn Live and Multi-Author Content

[00:13:34]: Q&A: Competitions and Engagement Strategies

[00:19:30]: Reusing Webinar Content and Increasing Attendance

[00:33:52]: Building Email Lists and Audience Engagement

Enjoy!

Watch The B2B Marketing Session For HR Business Owners Now

Press play on the video recording below…

Check out the new book: Grow A Successful HR Business Your Way
HOW TO MAKE YOUR HR CONSULTING FIRM MORE PROFITABLE

45 Ways To Make Your HR Consulting Business More Profitable In 2024

June 5, 2024 /

Today we’re sharing an extensive list of 45 ideas to help make your HR consulting business more profitable.

HR Business Accelerator - Make your business more profitable

Thanks to all the successful consultants from the HR industry who have shared their many excellent ideas, suggestions, and pieces of practical advice.

How To Run A Profitable Consultancy In The HR Industry [4 Categories]

To keep things organised, the profitable HR consultancy tips are divided into four broad categories:

  1. Financial Management
  2. Sales & Marketing
  3. Service Delivery
  4. Your People
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How To Get A Side Job As An HR Professional - HR Side Gig Ideas

How To Get An HR Side Job As A Human Resources Professional [10 HR Side Gig Ideas]

May 6, 2021 /

Ever since I started my HR business marketing blog, and particularly since I started my podcast for HR companies, I’ve been contacted by many full-time employees asking me how to get an HR side job as a Human Resources professional.

In my time, I have done the various HR side hustles myself and helped others set up their side HR projects.

I’ll show you ten HR side jobs and HR side gig ideas further down in this article.

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A Better HR Business - Growing A Career Coaching Business – Jane Ferré

Growing A Career Coaching Business For HR Professionals – With Jane Ferré

February 22, 2021 /

I was delighted to be joined on the A Better HR Business show by Jane Ferré, a highly successful career coach for senior in-house HR professionals.

Jane is growing a career coaching business for senior HR professionals who’ve outgrown their current role and want to secure their dream role in their dream company with a dream package in less than six months.

Jane Ferre on growing a career coaching business

Before setting up her own coaching practice she had a 20+ year career in senior HR roles such as HR Business Partner, Head of Leadership Development and Head of Talent at British Airways before joining LEON Restaurants as their very first Head of Training.

All of this means that Jane has been active in the job market in recent years. She understands exactly how much effort you need to put into each job application and how frustrating it can be when you get ghosted after an interview. She has also been on the other side of the recruitment table, so knows exactly what recruiting managers are looking for.

I asked Jane:

  • Tell us a little about your background and how you got into consulting?
  • What consulting do you do? How do you help your clients?
  • How do you structure your coaching services and programs?
  • How was the transition from the corporate world to starting your own company?
  • How did you get your first few clients? What are your main marketing channels for getting new clients now?
  • What do you see coming down the road for HR and the world of work and how should listeners get prepared for these changes?

Bonus Resource: Check out my money mindset video interview with Stephen Bates.

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HR Business Positioning

Is Your HR Business Positioning Losing You New Clients? Here’s How To Fix It

February 19, 2021 /

I’ve been getting so many emails and LinkedIn messages over the past few months from consultancies and agencies in the HR industry and the vast majority of them have been about how they’re struggling to find new clients in these difficult times.

Ben

There are many different reasons why a business in the HR industry may struggle to find new clients but today I want to take a quick look at what may be the biggest reason that you’re struggling to win more work:

Is your HR business positioning losing you new clients?

(As always, when I say the HR industry, I mean all the areas such as recruitment, learning & development, employee engagement, HR compliance, and so on).

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How To Have An Amazing 2021 for your HR Business

How To Have An Amazing 2021 For Your HR Industry Business [Free Workbook]

December 20, 2020 /

I was delighted to be joined on the A Better HR Business show by the irrepressible Mandy Withers, Founder of Talk HR Solutions and the Talk HR Club (and my partner-in-crime for the upcoming HR Consultant Bootcamp) to talk about how to have an amazing 2021.

Mandy has kindly put together a workbook to help you to make it happen…

Learn more about the HR Consultant Bootcamp.

Mandy and Ben

To download the workbook for an amazing 2021, click here.

Want Some Help?

Before we begin, if you want some help getting more clients, check out my thought leadership, inbound marketing, and business growth services for companies in the HR sector.

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A Better HR Business - Rachel Barker

Growing A Project Management & Administration Business With An HR Focus In The Performing Arts Industry

October 18, 2020 /
Rachel Barker

Rachel Barker recently stepped-up her HR consulting business to the next level and I really love the way she’s gone about it.

Rachel helps leaders in the performing arts to successfully manage their people and create better organisations.

During the course of our discussion, I asked Rachel:

  • Tell us a little about your background and led you to launch your own consulting business? How did it feel?
  • What consulting kind of consulting services do you provide and to whom?
  • Most people who are employed in some sort of HR-related role, when they decide to start their own consultancy they go very broad and very generic. I love the fact that you’ve decided to focus on a particular niche. Why did you choose a narrow area and was it a big or scary decision?
  • What’s your advice to other consultants who are trying to find their niche or focus point?
  • What are your plans for getting new clients?
  • What do you see coming down the road for HR and the world of work and how should listeners get prepared for these changes?
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A Better HR Business - Episode 62 - Jill West and Maria Dugan of Indigenous Employment Partners

Growing An Indigenous Employment Business

September 21, 2020 /

Indigenous Employment Partners is an Aboriginal-operated social enterprise in Australia with a mission to provide culturally appropriate employment, recruitment, and training services for Aboriginal and Torres Strait Islander people and the organisations that employ them.

Jillian West (CEO) and Maria Dugan (Employment Consultant) from Indigenous Employment Partners kindly joined me on the A Better HR Business to talk about their mission and what they’re doing to help boost the utilisation of the skills and talents brought by Aboriginal and Torres Strait Islander people in Australia.

Due to covid restrictions, we were all in different places on some fairly dodgy wifi at times so please excuse any strange vocals you may hear!

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A Better HR Business - Tim Segaller

Growing A Coaching & Mindfulness Business – Rising Minds

September 4, 2020 /

Tim Segaller is an author and is Co-Founder & Director of Rising Minds – a coaching and mindfulness social enterprise that combines coaching with neuroscience-based mindfulness training.

Tim joined me on the A Better HR Business podcast to talk about:

  • Tim’s background and how and why he started Rising Minds.
  • What does Rising Minds do?
  • What is mindfulness and how does Tim convince corporate sceptics of its effectiveness?
  • How Rising Minds got its first few clients and what are the main marketing channels for getting new clients now?
  • What Tim sees coming down the road for HR & the world of work and how to get prepared for these changes.
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A Better HR Business - Mike Zani - The Predictive Index

Growing The Predictive Index

May 26, 2020 /

In 1942, twenty-six-year-old Arnold Daniels volunteered for the U.S. Army Air Corps. Shipped off to England, he was placed as a flight navigator and his team soon logged more than 30 missions—all without a single combat casualty.

When commanders noted the team’s record, they sent a psychologist in to work with Daniels—to study just what made their teamwork so successful.

This was Daniels’ first introduction to psychometric testing, and what would become a lifetime passion: solving business problems through the lens of understanding individuals.

After the war, he returned to Boston, where he briefly attended Harvard to study workplace psychology. In 1952 he released the first Predictive Index Assessment.

predictive-index

In 1955, Daniels founded PI Worldwide (now called The Predictive Index).

The Predictive Index Behavioral Assessment™ was created through a normative sample of thousands of people and has since been the subject of nearly 500 validation studies. It has received continual updates and today represents a well-established, business-relevant, and scientifically-proven measure of behavioral tendencies in the workplace.

Over six decades since, thousands of organizations have used The Predictive Index in nearly every job and industry around the world.

The Predictive Index helps businesses and organizations all over the globe overcome workplace challenges through a unique blend of scientific behavioral assessments, groundbreaking software, exceptional management training, and professional consulting from the world’s top workplace behavior specialists.

In short, The Predictive Index helps companies understand how their people think and work to help employees maximize their productivity.

The Predictive Index helps more than 8,000 clients across 142 countries; I’ve used it many times in different countries myself, so I was delighted to be joined on the podcast by the CEO of Predictive Index, Mike Zani.

Mike-Zani profile
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A Better HR Business Cover - Scott Miller - FranklinCovey

Scott Miller – FranklinCovey

April 29, 2020 /

Years ago, I was a fresh-faced young HR graduate in an international, very rules-based company when my first mentor gave me a copy of a book called ‘The 7 Habits of Highly Effective People‘ written by Stephen Covey.

Growing the FranklinCovey Company

The book had a profound effect on my thinking and on my subsequent career in Human Resources.

It seems, I wasn’t the only one.

The book has sold more than 40 million copies in 40 languages worldwide and remains one of the best-selling nonfiction business books in history.

Now listed on the New York Stock Exchange, the FranklinCovey company is considered by many as the world leader in helping organizations achieve results that require lasting changes in human behavior.

I was delighted to be joined on the podcast by the company’s Executive Vice President of Thought Leadership, Scott Miller.

Scott Miller - FranklinCovey profile
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Emma El-Karout from One Circle

Introducing The New HR Consulting Work Platform – One Circle

March 28, 2020 /

One Circle is a platform of freelance HR consultants providing Human Resource consulting services, digitally, sharing thought leadership and solutions.

Completely virtual, One Circle allows companies to engage with and hire freelance HR consultants online, on-demand, from around the world and across the employee lifecycle, all in one place.

Emma El-Karout - One Circle HR Platform

The Co-Founder of One Circle, Emma El-Karout, joined me on the podcast to talk about this new HR consulting work platform.

During our chat, we talked about:

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