When CareerBuilder.com purchases 30 seconds of SuperBowl coverage for $2.5 million, it's not because they're hoping to gain new consumers specifically in, say, the Bismarck, North Dakota metro area. By the same token, your local print shop's probably not creating oodles of personalized calendars for an international audience anytime soon.

Which of the following categories best characterizes your client base?

1. Local: primarily in-city and surrounding area
2. Regional: stretching across several states or comparable area
3. National: across one country
4. International: across multiple countries

Depending on your answer, you probably lean on certain approaches to generating leads for your services, to the exclusion of other options which you might consider "inappropriate" for your market reach.

In RainToday.com's benchmark research on What's Working In Lead Generation, companies with a local or regional client base tended to approach their markets differently than those with a national or international client base.

Close-To-Home Firms Versus Jetsetters

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