Unleashing the Power of the Buyer’s Journey

Room: Anacacho

8:40 am - 9:40 am


Meet Your Presenter


Balancing client work while still maintaining a solid funnel of prospects is a struggle for many exit planners, as well as other professional service firms. What should you do and how should you spend your time to maximize returns on your business development efforts?

In this presentation, Christine M. Hollinden, CPSM will take you through the three stages of the Buyer’s Journey, how to recognize the stage of a prospect, and how to nurture them to close. You’ll shift your thinking from “desperately selling” to actively seeking a fit. From raising awareness among prospects to creating delighted clients who are a consistent source of referrals, Unleashing the Power of the Buyer’s Journey clarifies the most effective techniques and appropriate timing. As we visit each stage, we’ll talk about the types of content that most resonates, including specific topic suggestions for each stage of the journey.



Meet Christine Hollinden: Growing up in a family of six kids, Christine Hollinden, CPSM knew how to stand out at an early age. As the founding principal of Hollinden | marketers + strategists, she’s passionate about helping professional services firms distinguish themselves from the pack. Her energetic and forward-thinking approach has earned her industry recognition and status as a sought-after strategist and speaker on marketing topics.

Prior to founding Hollinden in 1993, Christine’s career included Director of Marketing for KPMG in Houston, Regional Communications Manager for Coopers & Lybrand, and Marketing Coordinator for Grant Thornton. She holds a Bachelor of Science in Business Administration from the University of Houston at Victoria and a Master of Business Administration from Texas A&M University. She also holds the prestigious CPSM (Certified Professional Services Marketer) designation.

Christine is an active member and supporter of several professional organizations, and serves as a regular guest lecturer at Texas A&M University and many Houston-area universities. She teaches the marketing section for the Certified Value Growth Advisor course and the social media marketing session for Entrepreneurship Bootcamp for Veterans with Disabilities. Additionally, she is a member of the following committees and professional organizations:

• Advisory Council, McFerrin Center for Entrepreneurship, Texas A&M University
• Mid-Market Alliance Committee, Alliance of M&A Advisors
• Campaign Leadership Committee, University of Houston at Victoria
• Vice Chargée de Presse, Chaine des Rôtisseurs, Bailliage de Houston
• Board of Directors, Aggie Angel Network

When not helping firms build their brands and drive business development, Christine enjoys building her skills on the fairways and greens, cooking a gourmet dinner for friends, or playing fetch with her three Bengal cats.

Learn more about the expert by visiting the speaker profile.

Thank you to our Session Sponsor


Continuing Education (CE) Credits

CPE: 1 hours
CEPA: 1 credits


Experience the Summit this September



Attendees will learn the following key takeaways:

  • Understand how to navigate the three stages of the Buyer’s Journey.
  • Recognize where a prospect is in the Buyer’s Journey to leverage time and resources appropriately.
  • Learn how to move new clients to delighted evangelists.
  • Gain topic ideas for webinars, podcasts, seminars, and articles so that you can create the kind of content that most resonates with your prospects.
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