This document presents a marketing model called "Connect, Cultivate, Convert" which consists of three steps: 1) Connect - Get noticed through paid, owned, and earned media. Drive people to owned digital channels. 2) Cultivate - Turn awareness into brand preference through valuable content, capturing consumer data, empowering social communities, and enabling trust. 3) Convert - Close deals by focusing websites on conversion, using marketing automation, and making customers into brand ambassadors through content. The model provides an easy framework for navigating the complex new digital marketing landscape.

1. Copyright © 2013 by IQ Agency
CONNECT,CULTIVATE,CONVERT
A Model for the New Marketing
IQ Agency 2015

2. Copyright © 2014 by IQ Agency
TABLEOFCONTENTS
2
ANewModel
Connect
Cultivate
Convert
1
2
3
4
02
04
16
24

3. Copyright © 2014 by IQ Agency 3
Digital has made marketing
pretty complicated. So it’s
useful to be able to connect all
the dots into a single picture.

4. Copyright © 2014 by IQ Agency 4
ASIMPLEMODEL

5. Copyright © 2014 by IQ Agency 5

6. Copyright © 2014 by IQ Agency 6
STEPONE:GETNOTICED

7. Copyright © 2014 by IQ Agency 7
Getting noticed has always
been the job of advertising, but
advertising is not what it used
to be.

8. Copyright © 2014 by IQ Agency 8
Piece by piece the internet has
changed everything about
buying and selling.

9. Copyright © 2014 by IQ Agency 9
• In the past advertising was
used to get awareness,
make the pitch and deliver
qualified buyers
• Now that is often more
effective in digital channels
• This means advertising
should not try to do all the
pitch work anymore
• Advertising should drive
people to “owned” digital
channels where you can do
it much better
DRIVETODIGITAL

10. Copyright © 2014 by IQ Agency 10 * McKinsey & Co
Forget the funnel.
The consumer journey
is very different now.

11. Copyright © 2014 by IQ Agency
CONSUMERDECISIONJOURNEY
11
DREAM DO
ENJOY
* McKinsey & Co

12. Copyright © 2014 by IQ Agency 12
MAPTHEJOURNEY
• The Consumer Decision
Journey tells you where and
when to connect
• Plot the Consumer Decision
Journey for each target
audience segment or persona
• Identify the key touch points
where you should engage
• The Consumer Decision
Journey is your guide
throughout the customer
lifecycle
* McKinsey & Co

13. Copyright © 2014 by IQ Agency 13
GETTINGATTENTION
Consumers are more demanding
and ads alone are not enough
anymore. So what are your
choices?

14. Copyright © 2014 by IQ Agency 14
PAIDMEDIA*
• Traditional paid media is
expensive but still valuable
for branding and drive to
web
• Digital paid media has the
advantage of connecting the
viewer with a click
• Paid search captures
already active prospects
and should be at the top of
the list
• Use Paid media only after
you’ve maximized Owned &
Earned media
* banner ads, TV, radio, print

15. Copyright © 2014 by IQ Agency 15
OWNEDMEDIA*
• Maximize your owned media
first
• Point all marketing to your
Owned media where you can
tell your strongest story
• Social media has the highest
influence and trust
• Your Brand Ambassadors
spread awareness
* brand website, blog, Facebook and other
owned social sites

16. Copyright © 2014 by IQ Agency 16
EARNEDMEDIA*
• More than press & PR
• Social is earned
• More likely to create viral
and Word Of Mouth
• Influences trust and
reputation
* PR, press, social mentions on non-owned
social sites, content syndication

17. Copyright © 2014 by IQ Agency 17
INTEGRATE
• All media, channels and
touch-points have to work
together
• Each tactic influences the
others regardless of channel
• Planning must be channel
agnostic
• Execution must be
integrated

18. Copyright © 2014 by IQ Agency 18

19. Copyright © 2014 by IQ Agency 19
STEPTWO:
TURNAWARENESSINTO
BRANDPREFERENCE

20. Copyright © 2014 by IQ Agency 20
Most people are not ready to buy,
they need to be cultivated.
If a brand waits until the buyer is
ready to buy, it’s too late.

21. Copyright © 2014 by IQ Agency 21
BRANDSARENOTINCHARGE
Consumers are the boss so the
only way to win is to super serve
them.

22. Copyright © 2014 by IQ Agency 22
BEVALUABLE
• Consumers don’t want ads
• They want entertaining,
useful, informative content
• Content keeps consumers
connected to your brand
• The more personally
relevant the content, the
more valuable it is

23. Copyright © 2014 by IQ Agency
CAPTURE&LEARN
• Accumulate consumer data
to enable more relevant,
personalized content
• A CRM* program gets
smarter about consumers
over time
• A CRM database is a critical
marketing asset
• Content driven permission
email is the heart of a CRM
program
* Customer Relationship Marketing
23

24. Copyright © 2014 by IQ Agency 24
POWERTOTHEPEOPLE
Social communities empower
the individual with knowledge
and influence

25. Copyright © 2014 by IQ Agency 25
ENABLETRUST
• Social perception drives
brand preference
• Compelling content
influences social
communities
• Responsive customer service
in social is a prerequisite for
a trusted brand

26. Copyright © 2014 by IQ Agency 26

27. Copyright © 2014 by IQ Agency 27
STEPTHREE:
CLOSETHEDEAL

28. Copyright © 2014 by IQ Agency 28
Convert prospects into
qualified leads and deliver to
sales. Convert customers into
brand ambassadors.

29. Copyright © 2014 by IQ Agency 29
SALESMACHINES
The next best thing to a great
salesperson is a great digital
experience

30. Copyright © 2014 by IQ Agency 30
FOCUSYOURWEBSITES
ONCONVERSION
• You have the most control
of your pitch on your
brand websites and your
social sites.
• It’s where you can make
your most compelling case

31. Copyright © 2014 by IQ Agency 31
THREEPRIMARY
SITEMISSIONS
• Shepherd prospects through
the value proposition and
deliver leads to sales
• Capture prospects into your
CRM program and
Marketing Automation
• Quickly siphon off all other
constituencies to an
appropriate experience

32. Copyright © 2014 by IQ Agency 32
MARKETINGAUTOMATION
• Marketing Automation
enables personalized
communications to prospects
• Tracks activity at the
individual level on “owned”
media: your website, blog,
email etc.
• Provides Marketing Qualified
Leads (MQLs) to sales
• Supports attribution

33. Copyright © 2014 by IQ Agency 33
MAKECONVERTS
Give your customers reasons to
be happy and then ways to
spread the joy

34. Copyright © 2014 by IQ Agency 34
BRANDAMBASSADORS
• Brand Ambassadors spread
their enthusiasm and create
new prospects and
customers
• Enable, equip and motivate
these ambassadors to
spread their opinions
• Make it easy for them to
share in social networks

35. Copyright © 2014 by IQ Agency 35
CONTENTISKING
...Queen and the entire
court. Brands are in the
content business like it or
not.

36. Copyright © 2014 by IQ Agency 36
THENEWCURRENCY
• Content is the currency of
today’s marketing
• Includes video, apps, tools,
games, contests, articles
etc.
• Content is part of every
stage: Connect, Cultivate
and Convert
• Invest in a content strategy

37. Copyright © 2014 by IQ Agency 37
STRONGCONTENT
EQUALSSTRONGBRAND
• Brands must constantly
publish new content to stay
fresh and top-of-mind
• Content must be engaging,
informative and entertaining
– often at the same time
• Content must differentiate the
brand
• Consumers expect high quality
content
• Content is a big challenge

38. Copyright © 2014 by IQ Agency 38
CONTENTSTRATEGY
ISESSENTIAL
• Mapping the Consumer
Decision Journey tells you
when and where to talk to
consumers
• Content Strategy tells you
what to say and how to say it
• Each touchpoint and persona
require different messaging
strategies
• A Content Strategy considers
the evolution of perception
through the journey
• Guessing doesn’t work

39. Copyright © 2014 by IQ Agency 39
DATARULES
But the value is in deciphering
what the data means

40. Copyright © 2014 by IQ Agency 40
THEHUMANANALYST
• Get metrics for everything
• Analytics are the
interpretation of metrics by
analysts
• Analysts find the story in the
data
• Analytics enable consumer
and product insights
• Results in better attribution &
ROI

41. Copyright © 2014 by IQ Agency 41
THEDASHBOARD
• Combining data and analytics from
multiple sources into a single
dashboard gives you a holistic view
• A dashboard gives planning and
strategy a long view
• Integrating analytics reveals
hidden trends and insights

42. Copyright © 2014 by IQ Agency 42
Connect, Cultivate, Convert; an
easy to understand, easy to
explain model for the complex
new marketing.

43. Copyright © 2014 by IQ Agency 43

44. Copyright © 2014 by IQ Agency
THANKYOU
For more information
Call Zevi Soloman at 678-449-2008
zevi.soloman@iqagency.com
www.iqagency.com