For consulting firms that have exhausted their network and the referral well has run dry, a digital marketing strategy is essential to attract new clients. But how?

In this episode, Mark and John walk through a step-by-step framework perfect for experts and firms who need to reach a broader audience to generate new business opportunities. This doesn’t mean you need to become a well-known celebrity or go ‘viral’ at a Coldplay concert. Instead, build visibility within a tight, focused slice of the market. Become well-known to the people who actually value your services.

CHAPTERS:
00:00 Intro & Welcome
03:13 Overarching Themes
07:08 Research Your Buyers
12:17 Create a Lead Generation Framework
16:06 Source content from a podcast
17:47 Optimize ALL your content (not just web pages)
19:44 Use LinkedIn
21:37 Weekly email newsletter
24:35 Create and Continually Refresh Evergreen Content
27:12 Create a Measurement Plan
30:36 Conclusion & Final Thoughts

Read the full article from John: https://www.redcedarmarketing.com/blog/digital-marketing-strategy-for-consulting-firms

Past episodes mentioned:

• Free vs Paid Offers: Crafting an Effective Lead Generation Strategy
• Don’t Boil the Ocean: The Paradox of Focus, Specialization, and Positioning

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

Professional Services. It's in the name. If you're in professional services, you're in the business of SERVING clients.

On this episode of Breaking BizDev, John and Mark take a look at the transformative power of adopting a client-centric mindset in marketing and sales activities. Listen to this episode and you'll hear:

• From selling to serving—an overview of the core mindset shift
• Where firms get it wrong
• What a client success mindset looks like in practice
• How to build the culture that supports it
• What this unlocks for firm growth

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

*Trust* is what wins new business in professional services...but your ideal clients can't trust you if they don't *like* you, and they can't like you if they don't *know* about you.

On this episode of Breaking BizDev, John and Mark break down "the mere exposure effect," also referred to as the "familiarity bias" and how firms and experts can take advantage of this cognitive bias and leverage psychology in their business development strategies.

This episode also features guest voices from Ryan Paul Gibson, founder of Content Lift, and Melina Palmer, CEO and host of The Brainy Business.

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

Say goodbye to feast and famine. In this episode of Breaking BizDev, John Tyreman and Mark Wainwright tackle the elusive concept of monthly recurring revenue (MRR) for professional services firms.

Tired of the roller coaster of income highs and lows? We unpack why MRR isn't just for SaaS companies and how your firm can apply it to smooth out those wild fluctuations in revenue. Along the way, we discuss the sneaky benefits for both you and your clients, and provide some realistic, not-so-pie-in-the-sky ways to get started. In this episode, you'll learn:

• Why MRR models make sense in professional services
• How does a MRR model work in professional services?
• Why you should avoid the 'Big Number'
• Why does a fixed monthly fee feel unnatural for consultants?
• One small step toward taking action today

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

In this episode of Breaking BizDev, John and Mark dive into the complexities of business development within the accounting industry, like the steep challenges of differentiation, pricing models, and the annual scramble leading up to tax day.

John shares his extensive experience with accounting firms and highlights insights gathered from the 2025 Association for Accounting Marketing (AAM) Summit Conference in Phoenix, AZ. The episode features quick interviews with sales and marketing professionals at the conference, who shared their perspectives on the most pressing issues in business development—ranging from the friction between marketing and sales to the misalignment of partner involvement.

Tune in for a dynamic conversation rich with expert opinions and actionable advice, all aimed at breaking down what's broken in the accounting industry's approach to business development.

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

Welcome back to another episode of Breaking BizDev. Join hosts John Tyreman and Mark Wainwright as they dive into why proposals often fail and what you can do to improve them. From the self-diagnosis of client's needs to the common mistakes in crafting and submitting proposals, this episode provides actionable insights and tips.

Whether you're a seasoned professional or new to business development, this snarky yet insightful episode will help you navigate the fraught process of proposal creation to improve your chances of winning bids and avoiding these common traps:

• Trap #1 - You respond to RFPs you shouldn't
• Trap #2 - You don't take time to understand the client
• Trap #3 - Your proposal looks like a brochure
• Trap #4 - You give the client one price option
• Trap #5 - You submit the proposal without a conversation
• Trap #6 - You blow the in-person interview

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

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

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com

In this episode of Breaking Biz Dev, John and Mark take the Rainmaker model out to the alley for a well-deserved beatdown, highlight three (really) bad reasons to hire a rainmaker. In this episode, you’ll hear:

• What is a ‘Rainmaker’ anyway?
• Various ways firms organize their sales functions
• How buyers evaluate professional services firms
• Really bad reason #1 - you don’t know how to sell
• Really bad reason #2 - you need a deal closer
• Really bad reason #3 - you want to grow faster

Read Mark’s full blog post: https://www.wainwrightinsight.com/3-really-bad-reasons-to-hire-a-rainmaker/

Show notes:

• Inside the Buyer’s Brain Executive Summary: https://hingemarketing.com/library/article/inside-the-buyers-brain-fourth-edition-executive-summary
• SMPS + Stambaugh Ness Report: AEC BD 2024 Report: https://www.stambaughness.com/publication/aec-bd-building-business-development-success-report/

Connect with Mark on LinkedIn: https://www.linkedin.com/in/markhwainwright/
Connect with John on LinkedIn: https://www.linkedin.com/in/johntyreman/

www.breakingbizdev.com