LMAtech 2015 - Managing Marketing Chaos in the Digital Age

managing marketing chaosin the digital age

  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

the new marketing funnel

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  

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

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

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

worldbrandit’s a new

proposition one we believe your firm

should be able to generate leads even without good sales people but it requires great marketing

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 code!”

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

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 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

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

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

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

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

LEADS  

BRAND    EXPRESSION  &  CONTENT  

but they will only start to notice you here

LEADS  

BRAND    STRATEGY    &  POSITION  

BRAND    STRATEGY    &  POSITION  

so, step one? brand strategy and position; i.e., stand for something, be recognizably you

LEADS  

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 noticeable

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.e., repetition and consistency are missing

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, not client-centered (gorilla-grams)   are, in all likelihood, out-of-date

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

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

it demands commitment and a complete reimagining of the process, but without it, you’re in the battle exposed

let’s talk about promotional content, content’s twin sister

Finding  

Exper(se  

Choosing  

Intellectual   Exper(se  

when  people  look  for  services  .  .  .  

Emo(onal   Comfort   Comfort  

why?    

where  marke(ng    shines  

Finding  

Exper(se  

Choosing  

Intellectual   Exper(se  

when  people  look  for  services  .  .  .  

Emo(onal   Comfort   Comfort  

why?    

where  sales    shines  

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 microsites

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    

worldbrandit’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 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  

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.  conversion optimization

5 recommendations to create a lead engine

1.  integrated customer experience platform

5 recommendations to create a lead engine

how prepared are you?

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 marketers can get insights and optimize experiences across channels

customer experience platform

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 engine

CMS generates demand at the top of the funnel

marketing automation enables content marketing

Source:Mintigo

marketing automation enables mid-funnel lead nurturing

marketing automation nurtures leads to improve engagement and closure

analytics that provide cross channel insights allow you to generate demand

analytics

2. single view of the customer

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 is essential to cross-channel success

Source: Signal Report

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?

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

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

explicit information supplied by the visitor as they complete registration, questionnaires, quizzes and other facilities

context identified through explicit means

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

19% increase in sales (source: Econsultancy personalization research)

#1 ranked capability that marketers need to have to be successful (source:Adobe CMO survey)

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 – where you have are able to identify, target and engage with each individual client across channels and devices

Source: Forrester

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

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

drive experience wrapped around buying lifecycle

an experience that gives prospects what they need and when they need it by reading their buying journey

Unknown Visitor Website knows who you are.

Provide personalized content across devices

Send relevant alerts and thought leadership

material Engaged prospect

Single actionable profile across channels

Clicks and reads content

Subscribe (known profile)

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 Visitor

Engagement 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

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

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

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

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

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 quota achievement. Bulldog Solutions

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)

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 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

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

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 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

understand the buying process

$$

Prospect Qualified Lead

Sales Accepted

Lead (SAL) Suspect

Sales Qualified

Opportunity (SQO)

Evaluate Purchase Learn Justify Interest 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                

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