{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Successful Barrister","title":"Ep. 15 - How to Become a Superstar Rainmaker","html":"","width":"100%","height":180,"duration":2566,"description":"In this episode, cohosts Marc Whitehead and Diana Berry discuss the ins and outs of creating a sustainable referral base. Identifying your target audience and curating campaigns that resonate will help other firms send you your perfect client. Learn tips and tricks for building your base, maintaining it, and segmenting it to determine who to prioritize.  [0:53] Marc Whitehead introduces himself and chief operating officer Diana Berry, and he also introduces the topic of the episode, which is B2B marketing. For Marc Whitehead & Associates, this involves marketing to other firms – sometimes even direct competitors. Marketing to attorneys is crucial to the business model of Marc Whitehead & Associates.[3:36] Marc constantly has to develop new referral sources for many reasons. Referral sources retire and find other people to refer clients to, so refreshing your referral base continuously is crucial to sustainability.[6:37] These referral sources, when properly cultivated, can be more effective than marketing to the general public because of the legal expertise and connections of your referral sources.[9:06] First, recognize that you cannot market to a B2B referral network in the same way that you market to the general public. The development about the Successful Barrister newsletter was one of these B2B-specific marketing campaigns.[11:56] Next, think about the specific audience that you are targeting. Marc Whitehead & Associates attempted to market to doctors and therapists, but found that the return on investment for those campaigns was far less than the return on campaigns targeting attorneys. [14:27] The third step is determining what makes you stand out. What is your niche? Marc Whitehead & Associates works in disability law, but the firm also stands out because Marc has written multiple books on disability law. [18:12] How many people should you have on your list before you begin a B2B marketing campaign? Marc says that your starting list can be the people...","thumbnail_url":"https://img.transistorcdn.com/Z3RXucwshxpw-Muy18ILlgR1sYl6tBEMs9ha8xpK1jA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS82ZGY3/NWZkMWQ2MWMyODlk/OGYxYjY0ZjIwYmY1/YWU3Ni5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}