Business and relationship development have been an increasingly important focus for law firms. So much of business development centers on one-on-one conversations with current or prospective clients, where lawyers are able to mold their message to the unique needs of each individual. Likewise, pitches, proposals and RFP responses are finely tuned and tailored to each deal. Join Jeff Small and Sarah Levine Meyer as they discuss how you can extend this customized approach to your digital marketing strategy. They explain the difference between explicit and implicit personalization and suggest techniques your firm can employ to better anticipate a website visitor’s needs and tailor messaging more appropriately to them. To view a recording of the webinar, visit http://bit.ly/XETICo.

3. Awareness Interest Validation Engage

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7. What First-to-File Means
for You
IP Highlight: Pharma Highlight:
Learn what the America Understand how to
Invents Act means for preserve your First-to-
your patent procedures Invent patent
and litigation applications filed before
March 16

8. Engaged
Strategic Predictive personalization
through automation of
Tactical Measure traffic and target targeting based on personas
high value content through
Basic Creating and exposing conditional personalization
relationships amongst the
Presence on the web, content
information on lawyers and
practices

10. Explicit Conditional Predictive
if (this)
{
that;
}

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13. Campaign Device OS
Language Region
IP address Keywords
City
IP Owner
Country
Time
Day
Visitor identification Referral

14. if (input parameters)
{
show (targeted content);
}

15. Match site usage
Target visitor with
patterns to Anticipate visitors
relevant
established needs
content
user profiles

16. What First-to-File Means
for You
User gets to firm site by User gets to firm site by
searching Google for searching Google for
“Intellectual Property Law “Pharmaceutical Industry Legal
Firm” Experience”
IP Highlight: Pharma Highlight:
Learn what the America Understand how to
Invents Act means for preserve your First-to-
your patent procedures Invent patent
and litigation applications filed before
March 16

17. What First-to-File Means
for You
User has visited several IP User has visited several
Litigation profiled pages and pharmaceutical industry
matched “Intellectual profiled pages and matched
Property GC” profile “Pharma GC” profile
IP Highlight: Pharma Highlight:
Learn what the America Understand how to
Invents Act means for preserve your First-to-
your patent procedures Invent patent
and litigation applications filed before
March 16

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