All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Public Advertis...
All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
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Mike Corak
EV...
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Consumers. The big idea. ethology
What I Was Aske...
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Consumers. The big idea. ethology
Top Lifecycle M...
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Consumers. The big idea. ethology
Social Media’s ...
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Consumers. The big idea. ethology
Current Social ...
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Consumers. The big idea. ethology
B2B Social Medi...
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Consumers. The big idea. ethology
Social Media & ...
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Consumers. The big idea. ethology
What I Wasn’t A...
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Content Marketi...
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Consumers. The big idea. ethology
Mike Corak
EVP ...
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ethology TiE AZ August-2013

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Learn best practices to generate and nurture leads for capital raising from ethology's EVP of Strategy, Mike Corak.

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  • Key takeaways:No shortage of competitionCompetition not standardizedNo social networking sites solely for investors (must rely on Twitter, Facebook & Linkedin)
  • 1.ask yourself: what would they want from us? products / services / info / promotions /events related to:whether they’re male/female, if have kids, seasonality ..etc prospects: automated & triggered communicationcustomers: ongoing communication2. Design – opportunities exist to improve the design & results of the emails (quality, messaging, for both users with images turned on & images turned off, looking correct in all email systems) 3. Service – we can improve your email plan through research & strategy, improve your design through new creative, create your emails, send them on your behalf, measure & improve them over time – any or all of this, & do so for top brands. We can also integrate the efforts with content marketing & social. Get more from the customers & fans you already have.
  • Key takeaways:No shortage of competitionCompetition not standardizedNo social networking sites solely for investors (must rely on Twitter, Facebook & Linkedin)
  • Source: ForresterArticle- “How B2B Marketers Use Social” May 2013
  • Source: ForresterArticle- “How B2B Marketers Use Social” May 2013
  • ethology TiE AZ August-2013

    1. 1. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Public Advertising for Fundraising: Digital Considerations TiE August, 2013
    2. 2. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 2 Mike Corak EVP, Strategy
    3. 3. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology What I Was Asked to Discuss: Lifecycle Marketing (Lead Nuturing) 3 Cultivate relationships with “subscribers” that have conveyed interest in speaking with you through personalized and timely communication • Pre-engagement Acquisition Campaigns (Opt-in) • Communication Program Welcome Messaging • Funding Updates • Product Progress Updates • Company Updates • Investor Communications • Reactivation (For those who haven’t engaged in x months) Customer Lifecycle Marketing Social Media MarketingEmail/CRM Marketing Acquisition Conversion GrowthRetention Reactivation
    4. 4. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Top Lifecycle Marketing Program Considerations 4 • Lifecycle Plan Creation: Consider messaging for all phases of the relationship, prioritizing “conversion” and other relevant metrics • Segmentation: Messaging customized (personalized) for each audience segment per phase in the lifecycle Examples. Prospect v. qualified lead v. investor • Platform: Select messaging platforms based on plan needs • Creative: create templates that render in all email clients and are viewable on all devices (responsive), create in-demand content and reasons to engage • Integration: Ensure all channels, especially content, social, email, website are guided by a common calendar and cross-promote • Testing Measurement and Plan Adjustment
    5. 5. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Social Media’s Role in Lead Cultivation 5 Acquisition: Networking in social channels to grow recognition. Leveraging content to build reach. Conversion: Converting interest parties into contacts (social fans/emails/contact information) and potentially investors (direct conversations) Growth and Retention: Keeping the conversation going by publishing relevant content and having relevant conversations with interested audiences
    6. 6. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Current Social Media Landscape 6 Entrepreneurs Investors Hole in market: true social connective social network for both sides
    7. 7. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology B2B Social Media & Lead Generation: Explore 7 Evolution of Lead Generation • On the rise: • Twitter Posts: Points to content • On-Site Communities: Generates new leads • LinkedIn Discussion Groups: Offers a business-like social experience • Losing Luster: • Video Marketing: High cost & doesn’t lend itself to skimming • Facebook: Better for consumer interaction • Lacking Traction: • Pinterest: Doesn’t necessarily translate to B2B context • Virtual Events: Requires too much time
    8. 8. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Social Media & Lead Nurturing: Convert 8 Lead Nurturing Tactics are Changing too: • On The Rise: • Virtual Events: Better targeted at decision makers at the bottom of the purchase funnel (using your list) • Twitter & Blogs: Platforms for pointing to & disseminating engaging content • Video: Best for existing prospects who are willing to spend more time • Losing Their Luster: • Facebook: Consumer focused • Pinterest: Does not translate • Lacking Traction: • Google Plus: Doesn’t have a large enough audience (Yet)
    9. 9. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology What I Wasn’t Asked to Discuss: Integrated, Full Funnel Acquisition Planning 9 1.6 Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION Acquisition OTHER PAID DISPLAY CLICK 3.1 SOCIAL 1.9 EMAIL 1.4 DIRECT 0.5 REFERRAL 0.9 PAID SEARCH 1.0 ORGANIC SEARCH 0.8 LEGEND 2.2 A channel’s position on the chart is defined by the “assist/last interaction ratio” Future digital opportunities with increased investor demand
    10. 10. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Content Marketing as a Start 10 • Creating online target audience focused content to meet future content demand • Turning topical interest into contacts and leads (email/social contact collection) • Blogging around business expertise to build street credibility in your offering top of funnel to bottom • Preparing for opportunities to enhance efforts with media
    11. 11. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology Mike Corak EVP of Strategy Mike.Corak@ethology.com @mikecorak 11
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