Brian Carroll

The halo effect and lead generation

My dad taught me many lessons growing up and one that stands out as relevant to lead generation went something like this:  He said “choose your friends carefully because we become like the people we spend most of our time with and [like it or not] we’re judged by the company we keep."  He didn’t know that he explained how the halo effect works.

This new case study by MarketingSherpa demonstrates the practical application of the halo effect.  It explains how Steelwedge, "…a previously little-known software company became a trusted and admired brand in a couple of short years.  The trick? Alliances with nuts-and-bolts professors in America’s heartland." 

This idea is already in lead generation playbooks for most of the largest consulting firms.  We see the halo effect demonstrated in places like the Harvard Business Review where it’s quite common to see business executives collaborate on papers with a professor or sponsor research projects. 

These experts can become a source of speakers and webinar presenters.  You may want to co-market an event and share the attendees list.  There are also opportunities to post articles and materials by these experts on your web site or as links on an e-newsletter.  The ultimate objective is to have some of their credibility to rub off on you. 

One way to start relationships with professors is to find those that have their own consulting practices.  Think about how you help build their practice and they may be more inclined to help you. 

I previously wrote a post on "Lead Generation via Industry Experts" which gives specific suggestions to help you get started. 

MarketingSherpa: How to Impress Conservative Fortune 100 Business Prospects by Allying With Academia

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Lead Generation, Lead Nurturing, Leadership, Marketing Strategy, Public Relations (PR), Referral Marketing, Sales Leads, Web/Tech, Webcasts/Webinars, Weblogs, Word-of-Mouth



  1. January 17th, 2008 at 12:43 | #1

    Overtime, Steelwedge’s (www.steelwedge.com) prominence in Sales and Operations Planning (S&OP) has grown as it has further leveraged webcasts and its blog to establish itself as the premier provider of SaaS solutions. Today, not only do University Professor’s participate in educational programs, but also industry thought leaders contribute to the dialogue fostered by Steelwedge.

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