managing marketing chaos
in the digital age
  how brand strategy and expression form the
foundation of the new marketing funnel
  the Digital Sales Force: how compe...
the new marketing funnel
the	
  marke&ng	
  to	
  sales	
  con(nuum	
  	
  	
  
YOUR MARKET
WON’T BE
CONVINCED HERE…
“WHO	
  ARE	
  YOU	
  
…REALLY...
the	
  classic	
  	
  funnel	
  
TACTICS
“WHO	
  ARE	
  YOU	
  
…REALLY?”	
  
“WHY	
  SHOULD	
  	
  
I	
  DO	
  BUSINESS	
...
the	
  Web	
  2.0	
  	
  funnel	
  
TACTICS
“WHO	
  ARE	
  YOU	
  
…REALLY?”	
  
“WHY	
  SHOULD	
  	
  
I	
  DO	
  BUSINES...
the	
  Web	
  2.0	
  	
  funnel	
  
TACTICS
PUSH
GET CLEAR
GET NOTICED
PULL
GET FOUND	
  
GET CHOSEN 	
  
BRAND STRATEGY A...
world
brand
it’s a
new
proposition one
we believe your firm
should be able to generate leads
even without good sales people
but it requires great...
proposition two
we are all consulting firms
proposition three
yes, clients and prospects alike
want expertise and value but
they will cherish you for your ideas
proposition four
although we share and support
your concern with marketing technology,
remember, “Your clients don’t read ...
the situation
  law firms are facing no-to-slow growth
  law firms are facing stiffer competition inside
the industry as...
the situation
  “53% of CMOs felt an increased pressure to
enable revenue growth”
Deloitte/Salesforce, Digital Divide CMO
the situation
everyone falls short on client engagement
  in flying their flag in the market place
  in understanding th...
firms fail to create lasting brands
because leadership lacks
  the courage to differentiate
  the understanding of what ...
but today, even though we are going to
spend so much time on tech, this is
actually a trialogue between brand,
brand conte...
the solution is today’s presentation
online and offline, firms must
  deliver brand positioning that differentiates
the f...
technology has seemingly increased complexity
but marketing and sales still has one destination
LEADS	
  
LEADS	
  
but no one will find you here
BRAND	
  	
  
STRATEGY	
  	
  
&	
  POSITION	
  
unless first, they begin—and clearly
understand you—here
BRAND	
  	
  
EXPRESSION	
  
&	
  CONTENT	
  
but they will only start to notice you here
BRAND	
  	
  
STRATEGY	
  	
  
&...
BRAND	
  	
  
STRATEGY	
  	
  
&	
  POSITION	
  
so, step one? brand strategy and position;
i.e., stand for something, be ...
35 years,
transformative
research
for over
sitevisits
the source of today’s presentation are the
insights gleaned from our latest project
so what did we learn?
most firms have no clear promise of value
nor do they have a memorable personality
i.e., they are neither clear nor notice...
the brand promise, if it exists at all,
is mentioned briefly—not sustained
i.e, they do not know how to bang the drum
visual design strategy
a brand promise wants to be sustained
not just on the homepage but throughout and
across all media in all circumstances
i....
sites are built for reading, not scanning
so the reader is easily defeated
why does no one read
 your website
 your practice descriptions
 your pitchbooks and probably even
 your proposals?
because they
 look hard to read
 are hard to read
 deliver more useless than useful
information
 are firm-centered, no...
we believe the answer lies in a content-
creation strategy that is
 modular
 scannable, in visual bites
 delivers subst...
think of content as a salad bar
less text,	

more tables
more map,	

light on the text
calories
we call this foundational content
 your website
 your practice descriptions
 your pitchbooks and even
 your proposals
...
let’s talk about promotional content,
content’s twin sister
Finding	
  
Exper(se	
  
Choosing	
  
Intellectual	
   Exper(se	
  
when	
  people	
  look	
  for	
  services	
  .	
  .	
 ...
Finding	
  
Exper(se	
  
Choosing	
  
Intellectual	
   Exper(se	
  
when	
  people	
  look	
  for	
  services	
  .	
  .	
 ...
GET NOTICED AND FOUND
a digital sales force means
talking about clients not yourself,
the basic first step
GET NOTICED AND FOUND
among the leaders, a thought leadership
(content) arms race
GET NOTICED AND FOUND
a digital sales force thrives with anchor content,
the dean of promotional content
GET NOTICED AND FOUND
once past foundational content, the near
term future of your site should be
devoted to content-rich ...
but only after your digital sales force
curates informative content
this is a
typical
catalogue
of content
	
  
this is a
curated
user
experience
and	
  this	
  
with	
  	
  
only	
  	
  
video	
  
	
  
world
brand
it’s a
new
why do you need to rethink how you generate leads?
why do you need to rethink how you generate leads?
the client has changed
the client is always-on, always-connected and informed
the client has little attention
the client moves seamlessly across channels and devices
unprecedented change in buying
Source: Marketo
marketing has more influence than ever before…
Marketers cannot
co-ordinate across
channels
Unable to measure
82%
of enterprise marketers have no
synchronized view of cu...
marketing technology is strategic to lead
generation and client acquisition
1.  integrated customer
experience platform
2.  single view of the
customer
3.  personalize
4.  measure what matters
5.  c...
1.  integrated customer
experience platform
5 recommendations to create a lead engine
howpreparedareyou?
technology is key to lead generation
customer experience platform enables lead generation
all technologies integrate to
provide a seamless
customer experience
data is integrated into a
single view of the customer...
align acquisition strategy with technology
Lawyer
calls
Integrated technology leads to an integrated approach to generating demand
  CMS drives your
website, microsites
and campaigns
  key lead gen
attributes
 personalization
 A/B testing
 rules en...
marketing automation enables content marketing
Source:Mintigo
marketing automation enables mid-funnel lead nurturing
marketing automation
nurtures leads to
improve engagement
and closu...
analytics that provide cross channel insights allow
you to generate demand
analytics
2. singleviewofthecustomer
5 recommendations to create a lead engine
120
A single view of the
customer is essential for
marketers to generate
leads and engage clients.
90%
Customers say SVC i...
consistent cross
channel marketing
get to know your
customer better
personalization – ability
to identify an individual
cl...
implicit information is info captured from the website
journey—the “digital footprints” left by the visitor
  clickstream...
external: information captured by external service
providers, emerging context-enriched services
  location, clickstream ...
explicit information supplied by the visitor as they
complete registration, questionnaires, quizzes and
other facilities
c...
explicit information supplied by the visitor upon
registration, social log-in
context identified through explicit means
integrated data and technology enables you to create
single profile of a customer
Source: Oracle
3. Personalize
5 recommendations to create a lead engine
the right message to the right person at the right
time improves client acquisition
personalization improves acquisition
1...
75%
customers get frustrated with websites
when the content has nothing to do
with their interests
Source: Janrain
organizations personalize websites based on a variety of factors
personalize for anonymous visitors
personalize by referral source
offer content based
on client’s needs
1:1 personalization
segmented
personalization is dated
and fast becoming
irrelevant.
the future of
personalization is 1:1 ...
personalization example
based on user behavior and digital footprint you can
segment users…
next time the
person
comes bac...
personalization example
based on user behavior and digital footprint you can
segment users…
determines user is
customer de...
drive experience wrapped around buying lifecycle
an experience that gives prospects what they need and
when they need it b...
Unknown Visitor
Website knows who you are.
Provide personalized content across
devices
Send relevant alerts
and thought le...
4. Conversion optimization
5 recommendations to create a lead engine
92:1
COMPANIES TYPICALLY SPEND $92 TO BRING
CUSTOMERS TO THEIR SITE
BUT ONLY $1 TO CONVERT THEM
@ Bryan Eisenberg
YOU HAVE 0-8 SECONDS TO MAKE A COMPELLING
HEADLINE AND LANDING PAGE. AFTER 8
SECONDS, THE MAJORITY OF VISITORS LEAVE
Sourc...
call to action is key to
driving conversion
  merchandise your
product
  create Scent
  simple and persuasive
content
...
testing and optimizing is
the most important
tactic to improve lead
generation
  several capabilities in
marketing's hand...
50%
of leads
are not ready to buy
144
45%
COMPANIES USING MARKETING
AUTOMATION SOURCE 45% MORE
PIPELINE THAN THOSE WHO
DON’T USE MARKETING
AUTOMATION
Marketo
145
70%
Companies that invest in
marketing automation solutions
see 70% faster sales cycle times
and 54% improvement in qu...
effective lead nurturing
Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engage...
5. measure what matters
5 recommendations to create a lead engine
77%
Marketers indicated
improvement in revenue
by gathering customer
intelligence.
Forrester Customer Intelligence Survey
  closing the loop - getting ROI reporting
  reporting across the entire funnel
  understanding how marketing influence...
1.  define the insights needed
2.  establish metrics to measure ROI
3.  map the data sources
4.  understand your customer ...
define that metrics that really matter
define a common
definition of a Lead
key measures and alignment
gather the data sources to calculate your defined metrics
DEFINE INSIGHTS NEEDED:
What information do you need to know to
answer the question?
Which campaigns drove the most
qualif...
understand the buying process
$$Prospect
Qualified
Lead
Sales
Accepted
Lead (SAL)
Suspect
Sales
Qualified
Opportunity
(SQO...
finally… but most important
Empower your sales team
Courtesy: Eloqua Discover for Salesforce
how a law firm used anchor content to
solidify a brand position
CA Business Litigation Playbook
The Envelope Please
Digital Ad Campaign
Lateral Recruiting Campaign
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
LMAtech 2015 - Managing Marketing Chaos in the Digital Age
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LMAtech 2015 - Managing Marketing Chaos in the Digital Age

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A Digital Sales Force helps marketers create interest and leads without lawyer involvement. The Holy Grail, right? Gaining interest demands compelling content and a smart distribution strategy. The typical communication stream is just chatter. You will learn:

How brand strategy and expression form the foundation of the new marketing funnel
How compelling content drives interest and turns interest to leads
Why brand experience is a key component of the Digital Sales Force but is completely missing from the classic marketing funnel.
From real-life experience how a law firm drove leads from content and opened an industry for the firm
From real-life experience how a law firm drove leads by re-engineering the firm experience.

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LMAtech 2015 - Managing Marketing Chaos in the Digital Age

  1. 1. managing marketing chaos in the digital age
  2. 2.   how brand strategy and expression form the foundation of the new marketing funnel   the Digital Sales Force: how compelling content drives interest and turns interest to leads   how a law firm drove leads from content and opened an industry for the firm   how marketing automation works in the real world   how a law firm has extended its brand through compelling content and presentation
  3. 3. the new marketing funnel
  4. 4. the  marke&ng  to  sales  con(nuum       YOUR MARKET WON’T BE CONVINCED HERE… “WHO  ARE  YOU   …REALLY?”   “WHY  SHOULD  I   DO  BUSINESS    WITH  YOU?”   “CAN  WE  DO    A  DEAL?”   UNTIL THEY SEE RELEVANCE AND DIFFERENTIATION HERE the    funnel  
  5. 5. the  classic    funnel   TACTICS “WHO  ARE  YOU   …REALLY?”   “WHY  SHOULD     I  DO  BUSINESS    WITH  YOU?”   “CAN  WE  DO    A  DEAL?”   BUILDING A BRAND IDENTITY ADVERTISING (print, outdoor, radio, tv) PUBLIC RELATIONS (through media/community outreach) SPONSORSHIPS (at the firm level) WEBSITE STRATEGY, VALUES AND VALUE PROPOSITION= PERSONALITY DIRECT MARKETING SPEECHES/SEMINARS/CONFERENCES BYLINES AND EXPERT SOURCES NEWSLETTERS/ALERTS TARGETED RELATIONSHIP EVENTS POINT OF VIEW ON CLIENT BUSINESS ISSUES SALES SUPPORT: SALES TEAMS/PLANS PITCH MATERIAL PROPOSALS ACCOUNT AND OPPORTUNITY PURSUIT TIER THREE priority prospects at/before/ after proposal stage TIER ONE businesspeople and recruits who affect service and selection TIER TWO clients and other potential buyers (the segmented C-Suite by select industries and practice) familiar
  6. 6. the  Web  2.0    funnel   TACTICS “WHO  ARE  YOU   …REALLY?”   “WHY  SHOULD     I  DO  BUSINESS    WITH  YOU?”   “CAN  WE  DO    A  DEAL?”   BUILDING A BRAND IDENTITY ADVERTISING (search marketing , banner ads) PUBLIC RELATIONS (social networking) SPONSORSHIPS (at the firm level) WEBSITE (blogs and industry portals, video, minisites, custom URLs) PERSONALITY, VALUES AND VALUE PROPOSITION DIRECT MARKETING COORDINATED ONLINE AND OFFLINE COMMUNICATIONS: WEBINARS, PODCASTS & VIDEO EXPERT WEB CONTENT BLOGS & MICROSITES POV ON CLIENT BUSINESS ISSUES SALES SUPPORT: SALES PORTALS ONLINE RFPS ACCOUNT AND OPPORTUNITY PURSUIT TIER THREE priority prospects at/before/ after proposal stage TIER ONE businesspeople and recruits who affect service and selection TIER TWO clients and other potential buyers (the segmented C-Suite by select industries and practice) new
  7. 7. the  Web  2.0    funnel   TACTICS PUSH GET CLEAR GET NOTICED PULL GET FOUND   GET CHOSEN   BRAND STRATEGY AND EXPRESSION IDENTITY ADVERTISING (search marketing , banner ads, minisites, custom URLs) PUBLIC RELATIONS (social networking) SPONSORSHIPS (at the firm level) WEB SITE (blogs and industry portals, video ) STRATEGY, PERSONALITY, VALUES AND VALUE PROPOSITION DIRECT MARKETING WEBINARS, PODCASTS AND VIDEO FOCUSED WEB CONTENT & BLOGS MICROSITES COORDINATED ONLINE AND OFFLINE COMMUNICATIONS POV ON CLIENT BUSINESS ISSUES SALES SUPPORT: INTERACTIVE RFPS SALES PORTALS SURVEYS ACCOUNT AND OPPORTUNITY PURSUIT a digital sales force is about automation
  8. 8. world brand it’s a new
  9. 9. proposition one we believe your firm should be able to generate leads even without good sales people but it requires great marketing
  10. 10. proposition two we are all consulting firms
  11. 11. proposition three yes, clients and prospects alike want expertise and value but they will cherish you for your ideas
  12. 12. proposition four although we share and support your concern with marketing technology, remember, “Your clients don’t read code!”
  13. 13. the situation   law firms are facing no-to-slow growth   law firms are facing stiffer competition inside the industry as they expand and diversify their legal services   therefore, increasing pressure to deliver measurable, impactful results “The expectation of CMOs has moved from providing great marketing to demonstrably accelerating profitable growth.” Egon Zehnder, CMO Redefined
  14. 14. the situation   “53% of CMOs felt an increased pressure to enable revenue growth” Deloitte/Salesforce, Digital Divide CMO
  15. 15. the situation everyone falls short on client engagement   in flying their flag in the market place   in understanding that interest is attracted with ideas, ideas, ideas   in providing a consistent client experience (even in areas where this is easy such as the online experience)   in nurturing clients from the moment they sign on through the client life cycle
  16. 16. firms fail to create lasting brands because leadership lacks   the courage to differentiate   the understanding of what a/the brand is or its long-term value and, therefore,   the commitment to stick with it but not automatically because they lack   the budget or   the time
  17. 17. but today, even though we are going to spend so much time on tech, this is actually a trialogue between brand, brand content and brand technology
  18. 18. the solution is today’s presentation online and offline, firms must   deliver brand positioning that differentiates the firm—with creative and content   live the brand across all channels ruthlessly   generate demand through content marketing—content, not chatter!   improve the online experience on their site through design, attention to user experience and technology   re-engineer the client experience from start to finish
  19. 19. technology has seemingly increased complexity
  20. 20. but marketing and sales still has one destination LEADS  
  21. 21. LEADS   but no one will find you here
  22. 22. BRAND     STRATEGY     &  POSITION   unless first, they begin—and clearly understand you—here
  23. 23. BRAND     EXPRESSION   &  CONTENT   but they will only start to notice you here BRAND     STRATEGY     &  POSITION  
  24. 24. BRAND     STRATEGY     &  POSITION   so, step one? brand strategy and position; i.e., stand for something, be recognizably you
  25. 25. 35 years, transformative research for over
  26. 26. sitevisits the source of today’s presentation are the insights gleaned from our latest project
  27. 27. so what did we learn?
  28. 28. most firms have no clear promise of value nor do they have a memorable personality i.e., they are neither clear nor noticeable
  29. 29. the brand promise, if it exists at all, is mentioned briefly—not sustained i.e, they do not know how to bang the drum
  30. 30. visual design strategy
  31. 31. a brand promise wants to be sustained not just on the homepage but throughout and across all media in all circumstances i.e., repetition and consistency are missing
  32. 32. sites are built for reading, not scanning so the reader is easily defeated
  33. 33. why does no one read  your website  your practice descriptions  your pitchbooks and probably even  your proposals?
  34. 34. because they  look hard to read  are hard to read  deliver more useless than useful information  are firm-centered, not client-centered (gorilla-grams)  are, in all likelihood, out-of-date
  35. 35. we believe the answer lies in a content- creation strategy that is  modular  scannable, in visual bites  delivers substance graphically, inverting the typical word:image ratio  has a unique voice  creates a personality for the firm  aligns the firm’s services with today’s business realities
  36. 36. think of content as a salad bar
  37. 37. less text, more tables
  38. 38. more map, light on the text calories
  39. 39. we call this foundational content  your website  your practice descriptions  your pitchbooks and even  your proposals it demands commitment and a complete reimagining of the process, but without it, you’re in the battle exposed
  40. 40. let’s talk about promotional content, content’s twin sister
  41. 41. Finding   Exper(se   Choosing   Intellectual   Exper(se   when  people  look  for  services  .  .  .   Emo(onal   Comfort   Comfort   why?     where  marke(ng    shines  
  42. 42. Finding   Exper(se   Choosing   Intellectual   Exper(se   when  people  look  for  services  .  .  .   Emo(onal   Comfort   Comfort   why?     where  sales    shines  
  43. 43. GET NOTICED AND FOUND a digital sales force means talking about clients not yourself, the basic first step
  44. 44. GET NOTICED AND FOUND among the leaders, a thought leadership (content) arms race
  45. 45. GET NOTICED AND FOUND a digital sales force thrives with anchor content, the dean of promotional content
  46. 46. GET NOTICED AND FOUND once past foundational content, the near term future of your site should be devoted to content-rich microsites
  47. 47. but only after your digital sales force curates informative content
  48. 48. this is a typical catalogue of content  
  49. 49. this is a curated user experience
  50. 50. and  this   with     only     video    
  51. 51. world brand it’s a new
  52. 52. why do you need to rethink how you generate leads?
  53. 53. why do you need to rethink how you generate leads? the client has changed
  54. 54. the client is always-on, always-connected and informed
  55. 55. the client has little attention
  56. 56. the client moves seamlessly across channels and devices
  57. 57. unprecedented change in buying Source: Marketo
  58. 58. marketing has more influence than ever before…
  59. 59. Marketers cannot co-ordinate across channels Unable to measure 82% of enterprise marketers have no synchronized view of customer data. Source: Forrester Technology is not integrated and doesn’t enable marketers 85% CMOs say their efforts at implementing an Omni-channel customer strategy are thwarted by a lack of access to data and/or inadequate tools. Source: Mckinsey Marketers are unable to optimize lead generation marketers struggle to engage customers and generate leads Customer Experience is poor 94%  of  customers  have   discon(nued  communica(on   with  a  company  because  of   irrelevant  messages.                                                         —  Blue  Research  
  60. 60. marketing technology is strategic to lead generation and client acquisition
  61. 61. 1.  integrated customer experience platform 2.  single view of the customer 3.  personalize 4.  measure what matters 5.  conversion optimization 5 recommendations to create a lead engine
  62. 62. 1.  integrated customer experience platform 5 recommendations to create a lead engine
  63. 63. howpreparedareyou? technology is key to lead generation
  64. 64. customer experience platform enables lead generation
  65. 65. all technologies integrate to provide a seamless customer experience data is integrated into a single view of the customer marketers can get insights and optimize experiences across channels customer experience platform
  66. 66. align acquisition strategy with technology Lawyer calls
  67. 67. Integrated technology leads to an integrated approach to generating demand
  68. 68.   CMS drives your website, microsites and campaigns   key lead gen attributes  personalization  A/B testing  rules engine CMS generates demand at the top of the funnel
  69. 69. marketing automation enables content marketing Source:Mintigo
  70. 70. marketing automation enables mid-funnel lead nurturing marketing automation nurtures leads to improve engagement and closure
  71. 71. analytics that provide cross channel insights allow you to generate demand analytics
  72. 72. 2. singleviewofthecustomer 5 recommendations to create a lead engine
  73. 73. 120 A single view of the customer is essential for marketers to generate leads and engage clients. 90% Customers say SVC is essential to cross- channel success Source: Signal Report
  74. 74. consistent cross channel marketing get to know your customer better personalization – ability to identify an individual client and target to have a 1:1 dialogue what can SVC do for you?
  75. 75. implicit information is info captured from the website journey—the “digital footprints” left by the visitor   clickstream on the site, onsite search, time on site, reviews or comments read or produced, 2nd or 3rd time visit vs. first time visit context identified through implicit means
  76. 76. external: information captured by external service providers, emerging context-enriched services   location, clickstream before the visit and after the visit, search terms, SEM clicks, display advertising context identified through external means keyword
  77. 77. explicit information supplied by the visitor as they complete registration, questionnaires, quizzes and other facilities context identified through explicit means
  78. 78. explicit information supplied by the visitor upon registration, social log-in context identified through explicit means
  79. 79. integrated data and technology enables you to create single profile of a customer Source: Oracle
  80. 80. 3. Personalize 5 recommendations to create a lead engine
  81. 81. the right message to the right person at the right time improves client acquisition personalization improves acquisition 19% increase in sales (source: Econsultancy personalization research) #1ranked capability that marketers need to have to be successful (source:Adobe CMO survey)
  82. 82. 75% customers get frustrated with websites when the content has nothing to do with their interests Source: Janrain
  83. 83. organizations personalize websites based on a variety of factors
  84. 84. personalize for anonymous visitors
  85. 85. personalize by referral source offer content based on client’s needs
  86. 86. 1:1 personalization segmented personalization is dated and fast becoming irrelevant. the future of personalization is 1:1 – where you have are able to identify, target and engage with each individual client across channels and devices Source: Forrester
  87. 87. personalization example based on user behavior and digital footprint you can segment users… next time the person comes back to the site, relevant information is presented on the home page banner navigates to services page and related content
  88. 88. personalization example based on user behavior and digital footprint you can segment users… determines user is customer depending on footprint user is an existing customer
  89. 89. drive experience wrapped around buying lifecycle an experience that gives prospects what they need and when they need it by reading their buying journey
  90. 90. Unknown Visitor Website knows who you are. Provide personalized content across devices Send relevant alerts and thought leadership materialEngaged prospect Single actionable profile across channels 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 client journey – relevant at each touch-point Create Profile of Unknown Visitor based on digital foot print Known VisitorEngagement score and insight is tracked in CRM Analytics tracks all data CRM Lead turns into opportunity Finds landing page with white paper by ‘So Easy’ CMS
  91. 91. 4. Conversion optimization 5 recommendations to create a lead engine
  92. 92. 92:1 COMPANIES TYPICALLY SPEND $92 TO BRING CUSTOMERS TO THEIR SITE BUT ONLY $1 TO CONVERT THEM @ Bryan Eisenberg
  93. 93. YOU HAVE 0-8 SECONDS TO MAKE A COMPELLING HEADLINE AND LANDING PAGE. AFTER 8 SECONDS, THE MAJORITY OF VISITORS LEAVE Source - interactivemarketinginc.com APPROXIMATELY 96% OF VISITORS THAT COME TO YOUR WEBSITE ARE NOT READY TO BUY Source - @hubspot PRODUCT VIDEOS CAN INCREASE PURCHASES OF THE PRODUCT BY 144% 1 SECOND DELAY IN YOUR SITE SPEED CAN RESULT IN A 7% REDUCTION IN CONVERSIONS Source - @internetretailer Source - @kissmetrics
  94. 94. call to action is key to driving conversion   merchandise your product   create Scent   simple and persuasive content   obvious and engaging call to action   relevance, value and what happens next call to action tips the prospects
  95. 95. testing and optimizing is the most important tactic to improve lead generation   several capabilities in marketing's hands   A/B, analytics review and segmentation are must haves for B2B marketers test, test and test some more! Source: emarketer
  96. 96. 50% of leads are not ready to buy
  97. 97. 144 45% COMPANIES USING MARKETING AUTOMATION SOURCE 45% MORE PIPELINE THAN THOSE WHO DON’T USE MARKETING AUTOMATION Marketo
  98. 98. 145 70% Companies that invest in marketing automation solutions see 70% faster sales cycle times and 54% improvement in quota achievement. Bulldog Solutions
  99. 99. effective lead nurturing Low level of engagement (Low level of how much the lead wants to talk to us) High level of engagement (High level of differentiation driving purchase intent) High level of Profile Match (High level of how much we want to talk to the lead) The Buying Zone The only leads we should be feeding to the sales field Low level of Profile Match (Low level of how much we want to talk to lead)
  100. 100. 5. measure what matters 5 recommendations to create a lead engine
  101. 101. 77% Marketers indicated improvement in revenue by gathering customer intelligence. Forrester Customer Intelligence Survey
  102. 102.   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
  103. 103. 1.  define the insights needed 2.  establish metrics to measure ROI 3.  map the data sources 4.  understand your customer journey 5.  understand the cost metrics 6.  establish reporting & insights 6 steps to marketing ROI
  104. 104. define that metrics that really matter
  105. 105. define a common definition of a Lead key measures and alignment
  106. 106. gather the data sources to calculate your defined metrics
  107. 107. 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 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 insights, data and metrics allows you to
  108. 108. understand the buying process $$Prospect Qualified Lead Sales Accepted Lead (SAL) Suspect Sales Qualified Opportunity (SQO) Evaluate PurchaseLearn JustifyInterest Client’s Buying Process Sales & Marketing Process Marketing validates quality of interest Marketing nurtures to sales ready Sales validates and accepts ownership Sales validates BANT criteria Sales closes revenue opportunity COLD                                                                                                            WARM                                  HOT                
  109. 109. finally… but most important Empower your sales team Courtesy: Eloqua Discover for Salesforce
  110. 110. how a law firm used anchor content to solidify a brand position
  111. 111. CA Business Litigation Playbook
  112. 112. The Envelope Please
  113. 113. Digital Ad Campaign
  114. 114. Lateral Recruiting Campaign

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