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 generationHow these offers work together in your marketing programHow to measure the performance of each kind of offerVarious cognitive biases that influence offer acceptanceExamples of calls to action (CTAs) for free vs paid offersShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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