Learn how digital marketing roadmap can help professional services firms improve the client acquisition and engagement initiatives.

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
0
Demand Generation in
Professional Service
Firms

2. 1
The Road to Demand Generation Success
 State of demand generation
 The new buyer and the buying lifecycle
 Everyone is a marketer
 Demand Generation Strategy
 Content Marketing
 Measure what matters
 Technology that enables demand generation

3. 2
According to eMarketer, 39% of marketers are not happy with
conversion. Spend is $23 B, conversion is low – 3%
• Buyers have too many options - very little time to select and convert
• Sites offer confusing and irrelevant content
• Simply increasing traffic is not the answer
• Lack of multi-channel engagement
Website and email automation/CRM not integrated
• Not enough focus on conversion
Spend of cost to traffic to conversion is 92:1 (source: Omniture)

4. 3
Most prospects are finding you through your Web site, which leaves them in
control of the conversation.
Web Sites are not driving
conversion like they should
• Web sites are static information
repositories;
• It is hard to find information on
websites - prospect searches
your site until they either find
the information they want/need,
or they leave;
• Websites tend to be everything
to everyone
• There is little use of
intelligence

5. 4
Email, Web and Mobile
channels don’t work together
to engage prospects
 Messaging that is not
consistent across channels
that confuse the prospect
 Technologies don’t work
together
 Data is siloed for channels
and don’t work together to
drive conversion

6. 5
Quality of leads is poor
 Lead to customer
conversion is difficult
 Which leads to focus on
 Friction between sales and
marketing – they say its all
junk!

7. 6
Lead Quality
There has been in a shift from demand for “more leads” to demand for “better
leads.” This is the key challenge facing B2B marketers today
Most Significant Challenges for B2B Marketers to Overcome Today

8. 7
There is no tracking and….
Lead Quality
Everything counts as a lead
Lack of tracking and a lead scoring model in firms makes it extremely difficult
to track quality of leas
Source: incisive media corporate market research

9. 8
The path to successful
demand generation
 Understand how clients buy and get organized around
customer journey
 Create an effective strategy
 Get your content marketing strategy right
 Get the insight that help you convert
 Technology that generates demand

10. 9
Unprecedented change in buying
Source: Marketo

11. 10
MORE INFORMED THAN
EVER BEFORE
Uses the internet and
consumes content to stay
informed
EXPECTS TO ENGAGE
DIGITALLY
Has no patience for
information or messaging that
is not relevant
ATTENTION DEFICIT,
INFORMATION OVERLOAD
Takes to social media to
engage with firm employees
and firms
DECIDES WHERE TO
ENGAGE
Client is in control. Decides
whether to engage on social,
website or email marketing
Client has evolved, and drives the buying process

12. 11
Buyer 2.0
How people want to sell rarely aligns with how buyers are
choosing to buy
Source: Marketing Sherpa B2B benchmarking
report

13. 12
The old sales process is not as effective
anymore
Market
Education
Recognize
Opportunity
Problem
Defined`
Evaluate
Options
Select Best
Option
Negotiate
Purchase
Target
Prospects
Qualify
Prospects
Value
Proposition
Submit
Proposal
Close Fulfill
gap
Sales
Buying
“Customers’ buying processes have evolved in our world of ubiquitous,
instant, global communication … but companies’ marketing & selling
processes have for the most part stayed the same.”
- Thomas Stewart, Editor, Harvard Business Review

14. 13
Buying Lifecycle
Understanding the buying lifecycle and wrapping your processes and
tactics around the buying lifecycle will enable you to drive acquisition
Sample buying process by Bloom Group

15. 1414
Digital marketing needs to wrap
around the Buying Lifecycle to
improve acquisition
If your marketing efforts are able to influence the buying
lifecycle, you will have a large influence on the client win

16. 15
Unknown Visitor
Website knows who you are.
Provide personalized content across
devices
Thought leadership offers on popular websites with
relevant content based on website visit.
Send relevant alerts
and thought leadership
materialEngaged prospect
Single actionable profile across
channels
leaves
Clicks and
reads content
Subscribe(knownprofile)
Nurture with
relevant
information
Prospect attends an
event
Utilize SEO and Content Marketing to drive
traffic to corporate and campaign websites
Relevant event invite, webinar promotion
on employee discrimination
The new multi-channel client journey
Create Profile of Unknown
Visitor based on digital foot
print on the website and
utilize third party data to
create profile
Utilize context to target 1:1
Known Visitor
MQL
Engagement score and
insight is tracked in CRM
Analytics tracks all data
CRM
Lead turns into opportunity

17. 16
Demand
Generation
Strategy

18. 17
• Revenue Roadmap
• Top funnel lead gen
• Conversion and optimization
• Funnel acceleration
• Customer Lifecycle Management
Demand Generation Strategy

19. 18
Define Your
Revenue
Strategy into
achievable
steps
With clear
ownership &
accountability
Demand Generation Strategy Development
Define Your Revenue Marketing Funnel

20. 19
STRATEGY
Drive traffic
Top funnel initiatives
like SEO, etc.
Lead
Generation
STRATEGY
Generate leads and
opportunities
Operations – cross
channel campaigns
Measures – number of
customers/engagement
Technology – CMS ,
marketing automation,
analytics, CRM with no
integrations
Results – high
investment, inadequate
results
Demand
Generation
STRATEGY
Increase leads volume
and funnel velocity
Operations –
campaigns optimized
across customer
journey
Measures – cost/lead,
cost/customer
Technology –
integrated ecosystem
Results – improved
measurement leads to
optimized campaigns
Optimization
1
2
3
4
STRATEGY
Increase leads
volume and funnel
velocity
Operations –
demand center
Measures –
revenue
Technology –
integrated
ecosystem
Results –
increase in
revenue
Revenue Engine
Operations – limited
resources
Measures – leads,
website traffic
Technology – CMS
without integrations
Results – leads but not
enough customers-
Revenue Roadmap

21. 20
TopFunnel
LeadGen

22. 21
Persona Based Content Marketing
Website Conversion
Paid, Earned and Owned Media
Advertising – Re-targeting
Top Funnel Strategies

23. 22
Top Funnel Strategies

24. 2323
Conversion
and Optimization
Conversion
and
Optimization

25. 24
Personalized Communications
Right Message
Right Time
Right Channel
Right Device
Website Optimization
Marketing Channel Optimization
Content Marketing
Conversion and Optimization

26. 25
• 82% of prospects say content targeted to their
specific industry is more valuable
• 67% say content targeted to their job function is
more valuable
*MarketingSherpa 2012
Contextual Engagement drives Conversion

27. 2626
Engaging Website – A
Key Asset of your
Digital Strategy
What is the number one marketing
tool firms report using to bring in
new opportunities?
Web sites
Alyn-Weiss & Associates, Inc.’s biannual marketing effectiveness survey.

28. 27
Personalization: Why it Matters
Engage your customer or lose her to the competition
• Prospects are more
informed than ever.
• A deeper, richer Web
experience keeps
customers engaged.
• A better engaged prospect
is that much closer to a
sales-ready lead.

29. 28
Call to action is key to
driving conversion
•Merchandise your
product
•Create Scent
•Simple and persuasive
content
•Obvious and Engaging
call toaction
•Relevance, value and
what happens next
Call to action tips the prospects

30. 2929
Funnel
Acceleration
Funnel
Acceleration

31. 30
50%
of leads
are not ready to buy

32. 31
Funnel Acceleration
Utilize marketing automation and content marketing
to improve quality leads and accelerate
through the funnel

33. 32
70%
Companies that invest in
marketing automation solutions
see 70% faster sales cycle times
and 54% improvement in quota
achievement.
Bulldog Solutions

34. 3333
Content
Marketing
Engages
Buyers

35. 34
The Value Exchange
FIRM
Content
CLIENT
Jane Smith
The firm continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the firm
enough to identify themselves &
grant permission for engagement

36. 3535
Content Strategy -
Target the buying
lifecycle

37. 36
Align Content to the Segmentation
Identify content that addresses customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms

38. 37
Types of Content to consider

39. 38
Best-in-Class Content :
COPE (Create once, publish everywhere)

40. 39Everyone in the firms is a
marketer!

41. 40
Client –firm
employees1:1
Marketing
 Clientsengagebetterwith
people,thanbrands
 Digitalhassignificantimpact
onpeople’sbrand
 Clientsexpecttohave
personalizeddigital
conversationswithfirm
employees
Everyone in the firm is a marketer!
Approach
 Needtocreatethought
leadershipandsharewiththeir
network
 Employeesneedeasyaccess
tocontenttosharewiththeir
network
 Theyneedtobetrainedtouse
digitalandsocialmedia
 BIOpagesneedtobebestin
class
 Needaccesstoanalytics

42. 41
Amplify the brand of your people

43. 4242
Email Marketing -
nurturing strategy drives
prospect engagement
17.50%
12.50%
70%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term opportunity /
worth nurturing
Moving people from
consideration to
commitment is the one of
the most important path of
the sales and buying
process
Most leads need to be
nurtured!
Marketing Sherpa B2B Benchmarking Report

44. 43
The days of batch email marketing campaigns with low response rates
are over!
Execute mail dialogue campaigns --
 Multi-step email campaigns based on thought leadership marketing can deepen
prospect relationships over time
 Engage in 1:1 dialogue marketing capabilities that segment and deliver personalized
content
 Track who opens and clicks on each email or who visited a specific webpage
 Continuous Testing and Optimization coupled with targeted email marketing
 Employ lead scoring to score opportunities and identify leads that are sales ready
Engage with the audience to drive engagement
Engage in a 1:1 DIALOGUE with your prospects; no more ‘spray and pray’

45. 44
Event Marketing through email automation
Digital marketing has a strong influence on event success. It is critical to link
offline with online marketing.
Do you promote your events aggressively? If so, how?
Email marketing is a key driver for events
- Introduction of event-specific landing pages and lead nurturing campaigns, increased the
event sign-up rate.
Report by Hubspot on tactics marketing rely on
most to drive event participation

46. 45
• Use a scoring system to identify your
segments
• Build a model
• Develop a Content Map
• Use Interactive channels
• Measure and Refine
Lead Nurturing Model to drive Conversion
Actions that influence lead scoring models
Approach to successful engagement through lead scoring

47. 4646
Data, Analytics, Measurement
and Intelligence – key to
optimizing demand gen
Ifattorneyscanseetheengagementof
prospectswithyourmarketingassetshow
powerfulwouldthatbe?
- Singleviewoftheclientandclosedloop
marketing
- CrossChannelAnalyticsacrossweb,
mobileandemail
- IntegrationwithCRM
- Insightandbehaviorallowsmarketersto
makedecision

48. 47
77%
Marketers indicated
improvement in revenue
by gathering customer
intelligence.
Forrester Customer Intelligence Survey

49. 48
• Closing the loop - getting ROI reporting
• Reporting across the entire funnel
• Understanding how marketing influences pipeline and closed deals
• Lack of integration
• Lack of a clear path on which reports demonstrate "success". This may
be due to lack of focus on defining metrics
Challenges to calculating marketing ROI

50. 49
1. Define the insights needed
2. Establish metrics to measure ROI
3. Map the data Sources
4. Understand your customer journey and Revenue Attribution Model
5. Understand the cost metrics
6. Establish reporting & insights
6Steps toMarketing ROI

51. 50
Integrate data, provide single view of customer and customize reporting to
track revenue attributed to right channel and improve customer experience
DEFINE INSIGHTS NEEDED:
What information do you need to know to
answer the question?
Which campaigns drove the most
qualified leads?
Which campaigns delivered the
highest return?
Which campaign type drives the
most engagement?
DEFINE METRICS:
Which metrics or data points help you
required insight?
Tool MQLs by campaign Total
SALs by campaign
Cost per lead by channel
Total revenue by campaign type
ROI by campaign
Website visits by campaign
Form conversion by campaign
Click-to-open rate by campaign
Customer
MAP DATA SOURCES
Where can the metrics and data
points be found?
Check if External
CRM
Marketing Automation
CRM Marketing Automation
Agency and vendor
Internal financial systems
Marketing Automation
Marketing Automation
Web Analytics

52. 51
Define thatMetrics that reallymatter

53. 52
Gather thedatasources tocalculate
yourdefined metrics

54. 53
Define a Common
Definition of aLead
Key measures and alignment

55. 5454
Join the dots - Digital
Technologies that drive
conversion

56. 55
Technologies impact on
revenue
The Revenue Engine Elements
Key Marketing Revenue Engine
Components include a holistic
integration of the following;
How Prepared Are You ?

57. 56
Customer Experience Platform
Orchestrate individual experiences across every channel
CMS Marketing
Automation
Analytics
Actionable
Customer Profile
Insight
Optimize
Identify ideal customer
attributes, behaviors and
preferences
Analyze performance and
tie back to revenue goals
Optimize cross channel
experiences with data and
insight
CRM

58. 57
The demand funnel needs to be supported
by technology at each stage

59. 58
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