1. 95% of your Digital Marketing
spend is wasted. Here’s the
solution.
Reinventing marketing strategy.
CEM-100
Deb Lavoy
@deb_lavoy
#otew2012
Copyright © OpenText Corporation. All rights reserved.

2. The problem

3. leads
prospects
THE FUNNEL
The traditional
suspects
funnel has been the
center of marketing
customers and sales strategy
for decades.
deb lavoy @deb_lavoy

4. leads
prospects
THE FUNNEL
The goal was to “nurture”
suspects
a “lead” toward a sale.
The problem, is that the
customers vast majority of people
who enter the funnel are
deb lavoy @deb_lavoy rejected.

5. leads
prospects
THE FUNNEL
The funnel isn’t a
suspects
funnel. it’s a filter. It
only lets through a tiny
customers percentage of people
who are ready to
deb lavoy @deb_lavoy engage with sales.

6. The people who were
interested, but not ready
to buy
6

7. The top of the traditional funnel*
AD
Media
Mention Register now!
Social
Mention
*for considered purchases (vs spontaneous) 7

8. Translation –a
sales person will
call you. If you are
lucky he or she
might know what
you were reading.
8

9. 99.9% of people who
come to this page are not
ready or interested in
talking to a sales person
9

10. You are telling them that
until they want to talk to a
sales person you don’t
care about them.
So they go away
10

11. leads
99%
1%
prospects
You work hard and
99% pay $$ to gain
1% their attention.
suspects
99% Then let most of
1%
them go without a
customers second look.
deb lavoy @deb_lavoy

12. leads
99%
1%
prospects
THE FUNNEL
99%
1% THE FILTER
suspects
99%
leaves most people
behind
1%
customers
deb lavoy @deb_lavoy

13. leads
99%
1%
prospects
Do leads that do
99% not instantly
1% convert have no
suspects
99% value?
1%
customers
deb lavoy @deb_lavoy

14. awareness
interest
99% leads
1%
prospects
99%
1%
99%
suspects
Another problem:
the fattest part of
1%
customers the funnel is
ignored.
deb lavoy @deb_lavoy

15. The Idea
15

16. Can we look at the funnel a
different way?
What if our goal is broader than getting people to buy. What if we also
consider reach, building market presence, and an audience for our core
messages?
16

17. What if instead of filtering, we aggregate?
Instead of discarding
those that don’t pass,
aware we want to build some
interested
kind of relationship.
First, we change to the
engaged
language form a
predatory vocabulary to
evaluating a service vocabulary
customer
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

18. What if instead of filtering, we aggregated?
aware
Now we are
interested
aggregating a body of
engaged people who are at
least somewhat
interested in what we
evaluating say.
customer
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

19. 3 things to do with non-
converting leads
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

20. 1 Retain them as audience
audience is intensely valuable and hard won. even if you are not the answer
to their immediate product or services needs, there was something that they
found interesting. Figure it out and build on it.
an audience gives you credibility, gravitas, insight, presence in the market
(don't blow it)
as either your business or their needs evolve, you are ready for one another.
build critical mass of awareness and relevance
Be a visible presence in the market
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

21. 2 Remain relevant
retain mindshare for future purchase
make that person into a non-customer reference (hey jim, i need to know
more about EIM, where would you look?)
garner insight
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

22. Be there when they’re
3 ready
Ensure a seamless path to the next level of engagement so that the people
who want to move on do it easily.
In other words, you're building different levels of orbit around your biz - an
ecosystem of a kind.
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

23. Us, Inc
pull
them.
Think orbits, not
funnels
deb lavoy @deb_lavoy
productfour.wordpress.com At each level, our “friends” need something from us.
deb@productfour.com

24. Us, Inc
pull
them.
The Market: Be of interest
Acquaintances: Be meaningful
Community: Be valuable
Evaluators: Build confidence
Customers: Be helpful
deb lavoy @deb_lavoy
productfour.wordpress.com
Employees: Be Excellent
deb@productfour.com

25. The execution
OK. But how do we do that?
(five touchstone activities)
25

26. 1 Have something to say
something to say that’s not about your company, your
new product, your latest award. What does your
market need to know? Care about? Find interesting?
This is the hardest part. This is the culmination of your
marketing insight into your customer and your value
proposition. What do you have to say that matters?
deb lavoy @deb_lavoy
(talk to me about narrative hierarchies)
productfour.wordpress.com
deb@productfour.com

27. 2 A Digital Destination
A place (page, site, blog or community) that people will want to
visit and revisit find interesting stuff and people – not brochures,
or self-aggrandizing propaganda (which isn’t to say you should
be invisible).
This will also aggregate your marketing assets so they are not
disconnected shots in the dark, but building a library of value.
Video galleries, slide galleries, imagery, papers, articles and
blogs all play a role here – but its not about you, its about them.
A good destination aggregates both interested people and
interesting content
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

28. 3 An easy engagement
A simple non-threatening, step a person can take to
be involved. A newsletter, a place to add an idea or
rating or comment, a place to contribute, a
calculator, a widget – something to do that both brings
me deeper and sets up a reason to come back. No
forcing, the message here is “we are offering
value, because we care and respect you- if you find it
interesting, join us”
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

29. 3 An easy engagement
A simple non-threatening, step a person can take to
be involved. A newsletter, a place to add an idea or
rating or comment, a place to contribute, a calculator,
a widget – something to do that both brings me
deeper and sets up a reason to come back. No
forcing, the message here is “we are offering value,
because we care and respect you- if you find it
interesting, join us”
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

30. 4 A reason to come back
Email and/or social almost always plays a role here, in
conjunction with a regular program of content that
matters – an expert series, a topic series, a monthly
discussion…cute kittens, something that asks them to
come back again.
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

31. 5 A way to go deeper
A way to go deeper (bonus marks)
Every interaction gives them two choices. Maintain the
relationship, or deepen it. PROVIDE FOR BOTH.
Begin to comment, join the community, upload a
photo, contribute a case study, enter a contest, ask a
question….
deb lavoy @deb_lavoy
productfour.wordpress.com
deb@productfour.com

32. Ad Lead
1%
TRANSACTION
Out with the old

33. relationship
person destination
We’ve got
something
interesting going on
Really? Tell me
more
In with the new

34. • Every time they visit it’s a
meaningful experience.
• Every time they visit they
can either maintain or
deepen their relationship.
• Every time they
visit, you’re setting up
their next visit.
The pattern you want to see

35. This creates a pattern that builds and
aggregates audience instead of filters
35

36. Is your buzz just draining
away?
36

37. Fill the pool
37

38. Stay in touch
dlavoy@opentext.com
@deb_lavoy
Productfour.wordpress.com
www.linkedin.com/in/deblouisonlavoy