Top 5 Client Acquisition Strategies in a Tough Economy If client acquisition is your goal, the current economy might be making it difficult for you. Learn how to overcome the challenges of acquiring new clients in Randy Shattuck's webinar on Top 5 Client Acquisition Strategies in a Tough Economy

RainToday Note: This article is part one of two. Here, Randy Shattuck discusses the differences between lead generation and client acquisition and the importance of aligning marketing campaigns with your business objectives. In Part Two, he provides best practices for developing marketing plans primarily focused on lead generation or customer acquisition.

"I just don't think we're doing this social media program right," said the vice president of marketing, with a strained look on her face. "I've had my top people blogging, and we've all joined social networks. Frankly, it's been more of a reunion, catching up with old friends and colleagues, than a business development success. I'm beginning to think this is a waste of time. The results are much lower than we expected."

I listened intently and then asked her what she was trying to accomplish.

"I downloaded an industry white paper that showed how we can use all of this new technology to get new clients and deals. But so far, I'm disappointed."

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