ethology TiE AZ August-2013
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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.

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

Transcript

  • 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. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc. Consumers. The big idea. ethology 2 Mike Corak EVP, Strategy
  • 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. 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. 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. 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. 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. 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. 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. 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. 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