I'm especially interested in approaches that are unconventional or off the beaten path.
Thank you Katty
This is one of the most thoughtful and complete responses I’ve seen on the topic — especially the part about showing how you think in the moment through workshops or peer communities.
I’ve seen something similar when helping first-time GMs or founders: when you stop pitching and start offering perspective in a shared space (even asynchronously), people begin to seek you out for how you think, not what you sell.
I’d add one small point from my own experience:
→ Sometimes, helping someone structure a decision (without telling them what to choose) creates an anchor they remember — and that brings them back when timing aligns.
From what I’ve seen, finding leads in strategy consulting doesn’t always follow the typical rules. Referrals and networking are helpful, but honestly, the best opportunities have often come from unexpected places. Some of the most effective methods I’ve used or seen don’t get much attention, but they work. Here are a few that have made a real difference.
1. Micro-audience Building Through Education: Instead of broadcasting to a broad market, I've seen consultants build niche credibility fast by hosting intimate, high-value workshops or cohort-based training (virtual or live) focused on particular pain points their ideal clients face. The aim here isn't to push a sale, it's to show how you think and solve problems in the moment. When done well, that kind of clarity tends to draw the right people in without a hard pitch.
2. Another approach that works well is teaming up with service providers who aren't direct competitors but already have the ear of your ideal clients. Think accountants, executive coaches, or even niche software platforms. Some of the strongest business I’ve seen has come from partnerships where a consultant is brought in as a trusted voice, not to make a pitch, but to offer real value. By helping another expert serve their clients more effectively, you give people a clear sense of how you think and what you bring to the table. That kind of contribution tends to leave an impression, and more often than not, people come back when they are ready for deeper support.
Making Content Funnels Without the Fluff:
3. Long-form posts on LinkedIn or podcast guest spots that cut through noise with innovative, opinionated thinking, especially if you challenge status quo ideas, can draw precisely the kind of clients who appreciate strategic insight. Consistency and clarity here create credibility over time.
Private Communities Over Public Noise:
4. There's also real power in creating or embedding yourself in curated peer groups or Slack communities, not for pitching, but for showing up as the person who always asks better questions or reframes problems. That reputation grows fast in small rooms.
4. Embedded IP or Frameworks:
Instead of just selling your time, package a diagnostic or framework as a front-end offer (even free or low-cost). It's an easy yes for the client and a filtered entry point for deeper engagement. These tools do the qualifying for you.
The key to scalability is having systems behind these approaches, but it starts with standing out. When your insights are sharp, your positioning is clear, and your entry point is frictionless, leads can become a natural byproduct of visibility.
1. Host Invite-Only Virtual Roundtables
Invite 6–8 mid- to senior-level decision-makers from your target industry to join a high-value Zoom discussion on a niche topic you specialize in. It positions you as a thought leader and creates natural lead opportunities through connection — not pitch.
Pro tip: Record the session (with consent), repurpose snippets for LinkedIn content, and create a whitepaper from insights.
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🔍 2. Build a “Micro-Industry” Newsletter
Forget broad newsletters. Curate insights, case studies, and commentary specific to one sub-sector you consult in (e.g., SaaS in APAC or clean tech scaleups in Europe). Make it invite-only and promote exclusivity.
Why it works: People trust experts who show up consistently with relevant, niche value.
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🎙️ 3. Launch a Thought Leadership Series (Podcast or LinkedIn Live)
Interview your ideal clients or industry disruptors. Not only does this warm up future leads, but it also increases your visibility, SEO, and brand equity.
Bonus: Those who say “yes” to interviews often turn into clients or referrals.
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📈 4. Partnerships with Non-Competing Firms
Team up with branding agencies, law firms, or investor networks who work with your audience but don’t offer strategy consulting. Set up referral pipelines or co-branded webinars.
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🤖 5. LinkedIn + Email “Insight Drop” Campaign
Instead of cold-pitching, start with a high-quality insight — a short audit, benchmark, or quick win. Reach out via LinkedIn or email with a personalized message and 1-slide visual showing an area of opportunity. Subtle, smart, and hard to ignore.
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Final Thought:
Lead generation is about resonance more than reach. In consulting, trust trumps volume. Combine these approaches with strong follow-ups, CRM discipline, and social proof — and you’ll be on your way to a pipeline that grows predictably.
One of the most effective and scalable ways I’ve seen for generating leads in a strategy consulting business involves a mix of:
Niche positioning — Be very clear about who you help and what specific problem you solve. Generic positioning makes lead gen much harder to scale.
LinkedIn content + outbound — Posting useful insights and frameworks regularly builds trust. Pair that with thoughtful outreach to people engaging with your content — works well over time.
Cold email — Still works if it’s targeted and relevant. Trigger-based emails (e.g., recent funding, hiring activity, market shifts) tend to perform better than generic pitches.
Webinars or roundtables — Hosting or co-hosting niche events with ecosystem partners (e.g., SaaS tools, industry orgs) helps build authority and relationships at scale.
Referrals — Often overlooked, but building a structured referral system (past clients, peer consultants, complementary service providers) can be a reliable channel.
Content + retargeting — Publishing detailed, helpful content and using lightweight retargeting ads keeps you top-of-mind without being pushy.
No single channel is magic — the key is consistency, clear messaging, and using automation tools smartly without losing personalization.
I rely on LinkedIn outreach, webinars, strategic partnerships, and publishing insightful content. These consistently attract qualified leads, enhance credibility, and scale efficiently without compromising lead quality or personal engagement.
