Lead generation is a major challenge for many professional services firms. In this episode of Breaking Biz Dev, Mark and John break down possibly the most critical element of lead generation: your offer strategy. What value are you offering? And what’s the call to action? In this episode, you’ll hear:

• The roles of free vs paid offers in lead generation
• How these offers work together in your marketing program
• How to measure the performance of each kind of offer
• Various cognitive biases that influence offer acceptance
• Examples of calls to action (CTAs) for free vs paid offers

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