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Forget the Funnel. Enter the Loop.
1/28/15
# 1NW ebinar
WELCOME!
#1NWebinar
John Simpson
Chief Executive Officer
jsimpson@onenorth.com
@johnlsimpson3
Kalev Peekna
Managing Director...
Consider the realities
of today’s
markteplace.
DID YOU KNOW:
#1NWebinar
•  Only 30% of organizations still engage in cold calling.
•  57% of purchase decisions are compl...
You’re different … and
that’s okay.
A QUICK QUIZ
#1NWebinar
•  Revenue generation is not transactional.
•  The buying decision is a long process.
•  Your valu...
FORGET THE FUNNEL
#1NWebinar
•  The right audience is more
valuable than a large one.
•  Buying decisions are only the
beg...
The Relationship
Cycle
#1NWebinar
THE RELATIONSHIP CYCLE
FINDING THE BALANCE
#1NWebinar
What Your Client Does
•  Identify Need
•  Research Solution
•  Active Evaluation
•  Formali...
#1NWebinar
THE RELATIONSHIP CYCLE
AWARENESS IN A WORLD OF ORGANIC DISCOVERY
#1NWebinar
“The Zero Moment of Truth (ZMOT), when
people research products befor...
AWARENESS IN A WORLD OF ORGANIC DISCOVERY
#1NWebinar
SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-MOMENT-TRUTH....
AWARENESS IN A WORLD OF ORGANIC DISCOVERY
#1NWebinar
SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-MOMENT-TRUTH....
#1NWebinar
THE RELATIONSHIP CYCLE
WINNING CONSIDERATION WITH CONTEXT
#1NWebinar
Content
Marketing
Delivers education or
useful information
Context
Marketing...
DRIVE CONSIDERATION
#1NWebinar
We instinctively practice ‘context marketing’ offline, but are we
doing it online as well?
DRIVE CONSIDERATION
#1NWebinar
Context turns ho-hum visit into
international news.
DRIVE CONSIDERATION
#1NWebinar
Context brings content to life.
#1NWebinar
THE RELATIONSHIP CYCLE
FOSTERING LOYALTY
#1NWebinar
“Loyalty counts more and costs less than awareness.”
Harvard Business Review
•  Let's you add...
INFLUENCE, THE GIFT THAT KEEPS ON GIVING
#1NWebinar
88% of B2B professional
service buyers are likely or
very likely to re...
How You Can Use It
#1NWebinar
HUMAN-CENTERED
DESIGN
Avoids the firm’s
objectives in favor of
the audience’s needs
BRAND-CENTERED
DESIGN
Focuse...
USING DIGITAL ACROSS THE CYCLE
#1NWebinar
We are bombarded with experts proclaiming the “truths” of our
“digital age.” Tak...
USING THE RELATIONSHIP CYCLE
#1NWebinar
The Relationship Cycle is a framework, not a methodology. Here
are three examples ...
Auditing your
Activities & Priorities
AUDITING ACTIVITIES
#1NWebinar
Many marketers confront the full range of their activities only during
budget season – whic...
SORT YOUR ACTIVITIES
#1NWebinar
Next, sort your activities into the appropriate phase of the cycle:
Generate
Awareness
Dri...
ADD DIMENSIONS
#1NWebinar
You can expand your strategic view by adding additional dimensions
to the matrix you’re building...
ASK YOURSELF
#1NWebinar
As you build out your view, ask yourself some of the following
questions:
•  Where are we lacking ...
ADDITIONAL THOUGHTS
#1NWebinar
Having priorities – paying more
attention to some activities and
less to others – is not a ...
Understanding your
Audiences
UNDERSTANDING AUDIENCES
#1NWebinar
This exercise is really a flipped version of the first – this time
from the client’s pers...
SORT NEEDS
#1NWebinar
Next, sort your activities into the appropriate phase of the cycle:
Identify Need
Research
Solution
...
ADD DIMENSIONS
#1NWebinar
As before, adding dimensions can enrich your understanding:
Identify
Need
Research
Solution
Acti...
ASK YOURSELF
#1NWebinar
As you consider your audience’s needs, ask yourself:
•  Do we fully comprehend their needs?
•  Are...
ADDITIONAL THOUGHTS
#1NWebinar
Most relationship-based businesses
understand their clients pretty well.
But there’s a dang...
Mapping your
Interactions
MAPPING INTERACTIONS
#1NWebinar
The last example exercise is really about what connects the previous two.
Consider each st...
MAPPING INTERACTIONS
#1NWebinar
Most interactions hit multiple points in the cycle. Visually tracking them may
work better...
ASK YOURSELF
#1NWebinar
As weigh the relative impact and prominence of different modes of
interaction, ask yourself:
•  Whe...
ADDITIONAL THOUGHTS
#1NWebinar
No one kind of interaction can
govern the entire cycle. Your client’s
experience during the...
Final Thoughts
KEY TAKEAWAYS
#1NWebinar
1.  The marketing landscape is and will constantly be evolving.
2.  Relationship-based businesses...
Questions?
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#1NWebinar: Forget the Funnel. Enter the Loop.

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Learn how the world of marketing is evolving for B2B organizations in our #1NWebinar featuring CEO and One North founder, John Simpson, and Managing Director of Strategy, Kalev Peekna.

To listen to the presentation, visit http://bit.ly/1zB22eD.

Published in: Marketing
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#1NWebinar: Forget the Funnel. Enter the Loop.

  1. 1. Forget the Funnel. Enter the Loop. 1/28/15 # 1NW ebinar
  2. 2. WELCOME! #1NWebinar John Simpson Chief Executive Officer jsimpson@onenorth.com @johnlsimpson3 Kalev Peekna Managing Director, Strategy kpeekna@onenorth.com @kpeekna
  3. 3. Consider the realities of today’s markteplace.
  4. 4. DID YOU KNOW: #1NWebinar •  Only 30% of organizations still engage in cold calling. •  57% of purchase decisions are completed before a supplier is contacted. •  Only 55% of B2B Marketers have programs dedicated to client retention. •  More than 75% of buyers are very likely to refer their firm.
  5. 5. You’re different … and that’s okay.
  6. 6. A QUICK QUIZ #1NWebinar •  Revenue generation is not transactional. •  The buying decision is a long process. •  Your value to clients isn’t easily or quickly replaced. •  Client relationships are complex, involving multiple touch points between several individuals. •  Current clients are an important source of new revenue. •  What your clients feel about (and say about) your business strongly impacts the decisions of other clients.
  7. 7. FORGET THE FUNNEL #1NWebinar •  The right audience is more valuable than a large one. •  Buying decisions are only the beginning of the conversation. •  There’s no room for loyalty in the funnel. •  Buying decisions aren’t only driven by the messages you deliver to clients. They’re also driven by what clients say about you and to each other.
  8. 8. The Relationship Cycle
  9. 9. #1NWebinar THE RELATIONSHIP CYCLE
  10. 10. FINDING THE BALANCE #1NWebinar What Your Client Does •  Identify Need •  Research Solution •  Active Evaluation •  Formalize Relationship What Your Firm Does •  Generate Awareness •  Drive Consideration •  Follow Up •  Establish Trust & Advocacy
  11. 11. #1NWebinar THE RELATIONSHIP CYCLE
  12. 12. AWARENESS IN A WORLD OF ORGANIC DISCOVERY #1NWebinar “The Zero Moment of Truth (ZMOT), when people research products before buying, applies across all customer bases ‘whether you're buying a big jet engine or a refrigerator,’ says Beth Comstock, SVP and CMO of GE.” SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO- MOMENT-TRUTH.HTML
  13. 13. AWARENESS IN A WORLD OF ORGANIC DISCOVERY #1NWebinar SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-MOMENT-TRUTH.HTML 71% of people use the internet DAILY to make decisions about business purchases According to Forrester Research, the first thing 80% of people do when they confront a problem or have a question is to go online and search for an answer. 
  14. 14. AWARENESS IN A WORLD OF ORGANIC DISCOVERY #1NWebinar SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-MOMENT-TRUTH.HTML “The internet clearly is now the new trade show.” Sam Sebastian, Google
  15. 15. #1NWebinar THE RELATIONSHIP CYCLE
  16. 16. WINNING CONSIDERATION WITH CONTEXT #1NWebinar Content Marketing Delivers education or useful information Context Marketing Adds timing to content marketing, taking into account the specific personality of the customer
  17. 17. DRIVE CONSIDERATION #1NWebinar We instinctively practice ‘context marketing’ offline, but are we doing it online as well?
  18. 18. DRIVE CONSIDERATION #1NWebinar Context turns ho-hum visit into international news.
  19. 19. DRIVE CONSIDERATION #1NWebinar Context brings content to life.
  20. 20. #1NWebinar THE RELATIONSHIP CYCLE
  21. 21. FOSTERING LOYALTY #1NWebinar “Loyalty counts more and costs less than awareness.” Harvard Business Review •  Let's you add up to four family members in the same household to your account  •  One in 3 households will have access to Amazon Prime in 3 years •  "Amazon Student" $39 version of Prime for folks with a valid .edu email address
  22. 22. INFLUENCE, THE GIFT THAT KEEPS ON GIVING #1NWebinar 88% of B2B professional service buyers are likely or very likely to recommend providers to friends or colleagues. Source: Hinge Marketing, How Buyers Buy Professional Services
  23. 23. How You Can Use It
  24. 24. #1NWebinar HUMAN-CENTERED DESIGN Avoids the firm’s objectives in favor of the audience’s needs BRAND-CENTERED DESIGN Focuses on the firm without respect to the human/audience RELATIONSHIP-CENTERED DESIGN Balances the firm and audience’s needs RELATIONSHIP-CENTERED DESIGN
  25. 25. USING DIGITAL ACROSS THE CYCLE #1NWebinar We are bombarded with experts proclaiming the “truths” of our “digital age.” Taking the relationship perspective helps you understand which “truths” have immediate, strategic impact: •  Digital permeates every step of the cycle, whether in a leading or supporting role. •  Social communications, especially beyond branded channels, increases the influence of influence. Every interaction matters more. •  Mobile expands not just channels and platforms, but also the contexts in which we interact with clients. We interact in different places, at different times of the day, with different people.
  26. 26. USING THE RELATIONSHIP CYCLE #1NWebinar The Relationship Cycle is a framework, not a methodology. Here are three examples of how the Cycle expands your understanding and directs you to strategic decisions: 1.  Auditing your Activities & Priorities 2.  Understanding your Audiences & Users 3.  Mapping your Interaction Opportunities
  27. 27. Auditing your Activities & Priorities
  28. 28. AUDITING ACTIVITIES #1NWebinar Many marketers confront the full range of their activities only during budget season – which makes everything look like a tactic. Using the Relationship Cycle can lend a more strategic view on what you do. Start by considering all that your department does at each stage of the client journey. Focus less on platforms, and more on actual activities: Proposal Preparation Ads Pitches Key Client Program Email Marketing Blogging Awards & League Tables Client Events SEO Industry Events Sponsorships Lateral/ Partner Recruiting Brochures & Biographies Thought Leadership LinkedIn Client Sat Survey Internal Comms ????
  29. 29. SORT YOUR ACTIVITIES #1NWebinar Next, sort your activities into the appropriate phase of the cycle: Generate Awareness Drive Consideration Follow Up Establish Trust & Advocacy Loyalty Loop Ads Proposals Key Client Program Email Marketing Blogging SEO Industry Events Client Sat Survey LinkedIn Thought Leadership Brochures & Biographies Sponsorships
  30. 30. ADD DIMENSIONS #1NWebinar You can expand your strategic view by adding additional dimensions to the matrix you’re building: Generate Awareness Drive Consideration Follow Up Establish Trust & Advocacy Loyalty Loop Activities •  Ads •  SEO •  LinkedIn Posts •  Blogging •  Thought Leadership •  Industry Events •  Biographies •  Awards •  Thought Leadership •  Pitches •  Key Client Program •  Sponsorships •  Email Marketing •  Client Sat Survey Priority Resources Content Tools
  31. 31. ASK YOURSELF #1NWebinar As you build out your view, ask yourself some of the following questions: •  Where are we lacking coverage? •  Where are we making the most impact? •  How would it change if we took a different perspective based on: –  Practice –  Industry –  Geographic Market •  Where do we expect my practitioners (consultants, lawyers, bankers) to contribute? •  Do our activities accurately reflect our priorities?
  32. 32. ADDITIONAL THOUGHTS #1NWebinar Having priorities – paying more attention to some activities and less to others – is not a problem. The problem is when priorities become unintentional. For example, most professional services marketers know instinctively the value of repeat clients. But strikingly few have programs design specifically for clients in what we call the Loyalty Loop. Are you Avoiding the Loyalty Loop? General Counsel Report 2013 •  12% of firms always meet clients to discuss satisfaction •  18% of firms never discuss satisfaction with clients Corporate Data Litigation Survey 2015 •  59% of general counsel never provide performance feedback to outside counsel
  33. 33. Understanding your Audiences
  34. 34. UNDERSTANDING AUDIENCES #1NWebinar This exercise is really a flipped version of the first – this time from the client’s perspective. Focus on what lies outside the actual work. Think back to all the requests your department may handle or coordinate: Research reports Industry news Who you’ve worked with before Proof of Expertise Continuing Education Updates on Work Background on your Leaders Suggestions for Suppliers RFP New Data
  35. 35. SORT NEEDS #1NWebinar Next, sort your activities into the appropriate phase of the cycle: Identify Need Research Solution Active Evaluation Formalize Relationship Loyalty Loop Research reports Industry news Who you’ve worked with before Case Studies Continuing Education Updates on Work Background on your Leaders Suggestions for Suppliers RFPNew Data
  36. 36. ADD DIMENSIONS #1NWebinar As before, adding dimensions can enrich your understanding: Identify Need Research Solution Active Evaluation Formalize Relationship Loyalty Loop Needs •  Research •  Daily updates •  New Data •  References •  Suggestions for suppliers •  RFP •  Background on Leaders •  Proof of Expertise •  Updates on work •  Continuing Education •  Leveraging your networks Content to match need How/where do they find it? Best way to deliver content
  37. 37. ASK YOURSELF #1NWebinar As you consider your audience’s needs, ask yourself: •  Do we fully comprehend their needs? •  Are we fully meeting their needs? •  How are their needs changing over time? •  Where do they look for new information? •  What is they best way to deliver what they need? •  What kinds of data do we have to support our assumptions?
  38. 38. ADDITIONAL THOUGHTS #1NWebinar Most relationship-based businesses understand their clients pretty well. But there’s a danger in letting your assumptions about what you know go unchallenged. For example, McKinsey’s research reveals that most leading B2B brands are completely “talking past” the true drivers of client loyalty: “Our research suggests a potential stumbling block, though: a marked apparent divergence between the core messages companies communicate about their brands and the characteristics their customers value most.” -B2B Brand Awareness Survey, 2013
  39. 39. Mapping your Interactions
  40. 40. MAPPING INTERACTIONS #1NWebinar The last example exercise is really about what connects the previous two. Consider each stage, from both yours and the client’s perspective, and identify the interactions that matter the most. Expand your scope to consider both digital and non-digital modes of interaction: Web Email In Person Social Media Event Print
  41. 41. MAPPING INTERACTIONS #1NWebinar Most interactions hit multiple points in the cycle. Visually tracking them may work better than using a bounded matrix: Your Firm Generate Awareness Drive Consideration Follow Up Establish Trust & Advocacy Loyalty Loop Your Client Identify Need Research Solution Active Evaluation Formalize Relationship Loyalty Loop Web In Person Email Social
  42. 42. ASK YOURSELF #1NWebinar As weigh the relative impact and prominence of different modes of interaction, ask yourself: •  Where are your interactions currently limited? •  Is there an opportunity to improve a particular interaction at a particular point in time? •  How well coordinated are the different kinds of interaction? Are they aware of each other? •  What is the client experience in each interaction? Does it align to our brand? •  Do you know how to accurately measure the effectiveness of your interactions?
  43. 43. ADDITIONAL THOUGHTS #1NWebinar No one kind of interaction can govern the entire cycle. Your client’s experience during the process will always be made up of multiple, often discrete interactions. Most marketers have experienced a pronounced increase in the number of communication channels and tactics they manage. Marketing’s job is to ensure they coordinate to create a comprehensive brand experience across the entire cycle. 86% Of B2B firms invest in content marketing 38% Feel that their content marketing is effective 75% Do not have, or do not document, their content strategy
  44. 44. Final Thoughts
  45. 45. KEY TAKEAWAYS #1NWebinar 1.  The marketing landscape is and will constantly be evolving. 2.  Relationship-based businesses require a different model of marketing – the Relationship Cycle – to meet their unique business development needs. 3.  The cycle can be used to inform your digital strategy, target audience and map your client interactions.
  46. 46. Questions?

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