#LMA16: Masters in Digital Workshop

2016John SimpsonCEO, FounderOne North

Legal Marketing AssociationAnnual Conference

April 11-13, 2016 | JW Marriott Austin #LMA16

Corrie MaguireDigital Marketing DirectorBoston Consulting Group

Kalev PeeknaChief StrategistOne North

Cameron FriedlanderMarketing Technology LeadKimberly Clark

Masters in Digital

#LMA16Agenda1:00 – 1:25 PM Welcome & Introductions

1:25 – 2:50 PM Building a Digital-First Mindset

1:25 – 1:40 PM Lecture: What does it mean to live in a Digital-First world?

1:40 – 2:00 PM Case Study: How BCG & Kimberly-Clark secured digital buy-in

2:00 – 2:10 PM Break

2:10 – 2:50 PM Exercise: How to set concrete goals & KPIs for your digital efforts

2:50 – 3:45 PM Creating Effective Multi-Channel Strategies

2:50 – 3:05 PM Lecture: Adopting a multi-channel approach

3:05 – 3:25 PM Case Study: How BCG & Kimberly-Clark track, measure & sustain their multi-channel digital efforts

3:25 – 3:35 PM Discussion: How does your firm evaluate new tactics?

3:35 – 3:45 PM Break

#LMA16Agenda - Continued3:45 – 4:20 PM Smarketing: A Digital Collision of Marketing and Sales

3:45 – 4:00 PM Lecture: Digital is not just a communications strategy; it’s a business strategy

4:00 – 4:20 PM Case Study: How Kimberly-Clark taps its CRM to serve the right content at the right time

4:20 – 4:55 PM Digital’s Transformation of the Marketing Organization: SettingYourself Up for Digital Success

4:20 – 4:30 PM Lecture: How you can (and should) change with technology

4:30 – 4:45 PM Case Study: How digital has encouraged changes to BCG’s & Kimberly-Clark’s organizational structures

4:45 – 4:55 PM Discussion: How is your team structured? What skills are necessary?

4:55 – 5:00 PM Workshop Wrap-Up

#LMA16

Welcome!Tell us something about yourself…

#LMA16

Building a Digital-First MindsetWhat does it mean to live in a Digital-First World?

#LMA16Surprise!You’re a digital marketer.

#LMA16Digital Marketing Has Taken the LeadWithin Services Marketing, digital now accounts for most of the spend:

Online53%

Offline47%

MARKETINGSPEND

Source: ITSMA, 2016 Services Marketing Budget Allocations and TrendsAdweek, CMOs are Preparing to Go Digital

Among non-services businesses, digital accounts for only

25%of total spend

#LMA16Most B2B Tactics Are Now Digital

B2B Marketers now use an average of

13 TacticsFor content marketing & communications. 12 of the top 13 tactics are inherently digital.

#LMA16But We Aren’t (Yet) Digitally Confident…

Among the top 10 most effective tactics, in-person events remain our most effective means of connecting people to our content.

We know digital works; we just don’t know yet how to make it work as well, or better than, analog marketing.

#LMA16So What Is Being Digital Supposed to Mean?Being an effective digital marketer means more than a shift of tactics. It really does require a change in mindset.

You can’t throw out everything you know, but you also can’t pretend that everything is the same, but with more ... digitals.

#LMA164 Keys to the Digital-First MindsetGood digital marketers make 4 clear shifts in how they think about marketing strategy:1. From targeting audiences to inviting users

2. From creating impressions to building experiences

3. From wide market research to deep, qualitative insights

4. From transactional ROI to cross-interaction engagement

#LMA16Audiences vs. Users

There’s a reason why digital marketers talk about “users” rather than “audiences.” It reflects a fundamental shift in how we think about the targets of our communications.

“Audiences”Inherited from mass media & publishing

• Group-based• Receptive • Passive• Focused

…for as long as the performance lasts

“Users”Inherited from digital app & industrial design

• Individual• Participatory• Active• Distracted

#LMA16Adopting the User Mindset

Placing the concept of the “user” at the center of your marketing strategy entails real shifts beyond a change in metaphor:

• Users are active seekers (not receivers) of information

• Users have an agenda

• Users expect attention from you

• Users interact in a context you can’t always control

• Users’ primary interactions are with each other

#LMA16Audience vs. User =Push vs. Pull MarketingIt’s no coincidence that the rise of the usercoincides with the rise of “pull marketing.”Digital marketing’s strengths are best realized in a strategy that invites users tointeract by offering useful content.

Push Marketing Tactics

Direct Mail

TV / Radio

Print Ads

Email Blasts

Trade Shows

Pull Marketing Tactics

Social & Blogs

Speaking & Presentations

SEO

Videos

Thought Leadership

#LMA16Impressions vs. ExperienceNot long ago, many marketers considered their brands primarily through the lens of the “impression.” But now, more leading CMOs and organizations place experience (especially digital experience)at the center of brand value.

Source: Gartner GroupWorld Economic Forum, Accenture/Forrester

#LMA16Impressions Start with the BrandThe traditional marketing approach starts with a clear picture of the brand, designs impressions (i.e., usually ads), and then pushes those out in search of audiences:

Brand Got one!R-O-I!

#LMA16Experience Starts with the User

In a Digital mindset, you start with the user. The engagement, interactions and delivered value that you create serve to pull the user into your brand.

Brand is not the starting point, but the goal. Of course, this requires a deep understanding of your users: their roles, needs, and context.

BrandUser

ENGAGEMENT

INTERACTIONS

DELIVERED VALUE

EXPERIENCE

#LMA16Developing a Deep Understanding of UsersTraditional market research won’t provide a complete picture of your users, no matter how much you invest. To understand where to start your experience, you need user research.

This is especially important for any business (like a law firm) that focuses on a relatively small set of highly qualified buyers.

Market Research

What people say

What people buy

Wide scope

Broad, quantitative insights

User Research

What people do

How people interact

Narrow focus

Deep, qualitative insights

#LMA16Tools of User Research

The techniques of user research look very different from traditional marketing research:

• Interviews: One-on-one conversations with key representatives to understand user contexts, needs, and dispositions

• Surveys: More targeted and personalized than traditional surveys, focused on habits, preferences, and actions

• Prototype Testing: Detailed, task-based walkthroughs of potential solutions before they are released or published

• Dynamic Optimization: Techniques like A/B testing that gather real-time data to facilitate ongoing improvements in digital interactions

The outcomes may look different as well. Raw insights are often transformed into personas, journey maps, and strategic vision briefs.

#LMA16User Research Is Often Faster and EasierThe good news is that the deep, qualitative focus of user research often means that it is faster and easier than traditional market research.

To arrive at meaningful results for usability testing, for example, you only need about 5-8 participants for each major user group.

Strategic interviews are similarly focused. 15-25 individual interviews across all users groups will usually uncover most of what you need to know.

Source: Nielsen Norman Group

#LMA16Moving Away fromTransactional ROIEven as digital focuses the data we need as inputs, it has complicated how we measure the results. Traditional marketing can more easily link its activities to the bottom line:

This works well when you can aggregate many discrete transactions and identify patterns in a large data set.

Relationship-based businesses, however, celebrate “success in the ones”: the one big client, project, or matter you bring on. How can we know digital’s contribution?

Ad Campaign

Sales / Conversions $$$$

#LMA16Breaking Down “Success”

One approach is to break down the “sale” into discrete stages and assign KPIs:

Customer Stage Potential KPIs

Research Solution Generated leads, RFPs, Thought leadership reach

Active Evaluation Pitch win/loss; Account activity (meetings, calls, etc.)

Formalize Relationship Revenue (finally!)

Loyalty Referral rate, Return business, Event attendance

#LMA16Mapping KPIs to DigitalMetrics Can Be ComplexHow digital metrics map to business-level KPIs can be unclear. Part of the problem is the number of options:

Web• Visits• Return visits• Bounce rates

Email• Subscriptions• Opens• Click-throughs

SEO• Page rank• Keyword activity• Referred traffic

Social• Impressions• Engagement• Click-throughs

CRM• Contacts• Relationship depth• Activity levels

Events• Attendance• Materials download• New contacts

#LMA16

How BCG & Kimberly-Clark Secured Digital Buy-InCase Study

#LMA16

How to Set Concrete Goals & KPIs for Your Digital EffortsExercise

#LMA16

Business Objectives

Marketing Agenda

User Agenda

Blended Agenda Digital KPI=

KPI Workshop Map

#LMA16KPI Workshop Map• What are your managing partner's objectives for the business?

Business Alignment

• Identify 2-3 marketing objectives that support the business objectives• Brainstorm the client interactions that would help you achieve the objectives;

categorize

Marketing Agenda

• Identify your customer's agenda; What are they trying to solve for? What are they looking for from you/others?; categorize

Customer Agenda

• Align the marketing and the customer agenda; do gaps exist?

Blended Agenda

• What can we devise to measure engagement across our mutual agendas?• How do we expect to see our KPIs move over time?

Develop Your Digital KPI

• What are your managing partner's objectives for the business?

Business Alignment

• Identify 2-3 marketing objectives that support the business objectives• Brainstorm the client interactions that would help you achieve the objectives;

categorize

Marketing Agenda

• Identify your user’s agenda; What are they trying to solve for? What are they looking for from you/others?; categorize

User Agenda

• Align the marketing and the user agenda; do gaps exist?

Blended Agenda

• What can we devise to measure engagement across our mutual agendas?• How do we expect to see our KPIs move over time?

Develop Your Digital KPI

#LMA16

Adopting a Multi-Channel ApproachOrchestrating your Digital Marketing

#LMA16

Digital Strategy in “We need to start using…”

1995

2001

2003

2004

2007

2008

2010

2011

2013

2015

The Web

Video

Email/CRM

Blogs

Mobile App/Web

Social Media

SEO (begrudgingly)

Responsive Design

Native Advertising

Personalization

A Brief History of Digital Strategy

#LMA16You Don’t Need Any More Tactics

In the past ten years, “digital strategy” meant assembling an ever-expanding range of tactics.

B2B marketers are now more likely than not to be active across a broad range of digital tactics. The question isn’t how to be digital.

#LMA16Even as Our Confidence (and Spend) Rises …Early skepticism is being rapidly erased as digital channels measurably prove their contributions.

Among CMOs surveyed by Accenture, 37% believe that digital will account for over 75% of their marketing budget in the next five years.

48%

44%

53%

52%

62%

56%

58%

60%

61%

63%

Social

Email

Branded Content

Search

Website

Increase in channel effectiveness from 2012 to 2014

2014

2012

Source: CMOS: Time for digital transformation, 2014• % of survey respondents who find each channel

“effective” or “very effective”

#LMA16… We Are Less Confident inOverall ExperienceIn the same Accenture survey, CMOs reported that their ability to use multiple channels strategically and in an integrated way fell seven points, from 53% in 2012 to 46% in 2014.

39% 29%

How important is delivering an effective customer experience to your company?

Important Essential

44% 12%

How successful is your company at delivering an effective customer experience?

Very Successful Extremely Successful

68% 56%

Source: CMOS: Time for digital transformation, 2014

Among B2B CMOs surveyed:

#LMA16Marketing Orchestration Is a Top ChallengeThe top transformational problem in marketing is no longer “how to be digital.”

According to Forrester Research, the top problem is about how to coordinate and integrate fragmented activities into a coherent customer experience.

In short, the new goal is orchestration.

Source: Commissioned study conducted by Forrester Consulting on behalf of Responsys, 2013

18% 18%

17% 14%

13%13%

0%

10%

20%

30%

40%

50%

60%

Long-term Relationships Cross-channel Experience

Which are your marketing organization’s top three goals?

First Second Third

#LMA16Marketing Orchestration

An approach that focuses not on delivering standalone campaigns, but instead on optimizing a set of related cross-channel interactions that, when added together,

make up a personalized customer experience.

#LMA16Elements of OrchestrationThe elements of a well-orchestrated campaign are simple when considered in isolation. When coordinated across all points, however, they can create a truly differentiated experience for your users:

Brand

• Topic alignment, Addressing the right user, Tone and style,Interaction and visuals

Tactics

• Arranging channels, Being where your users are, Evaluating new tactics

Variety

• Multiple formats, Media, Isolation of individual themes, Leveraging visualization

Cadence• Building anticipation, Controlling release, Keeping the themes alive

#LMA16

PwC Annual Global CEO SurveyCase Study

#LMA16PwC Annual Global CEO Survey• 2016 was the 19th consecutive year for PwC’s survey of

global CEOs

• Covers questions about its businesses, industries, the world economy, and major social issues

• Launched at the WEF Forum in Davos in late January (20 January 2016)

• Represents one of the best coordinated digital campaigns by a professional services organization

#LMA16

Generating pre-release buzz on Twitter

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Participation by several practitioners

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Launch at WEF Forum with live Webcast

#LMA16

Responsive site with overview & full report

#LMA16

No slides here – Just data to explore

#LMA16

Guided structure helps users browse & skip

#LMA16

Users can filter & slice (i.e. personalize)

#LMA16

Videos feature participants (not PwC)

#LMA16

All channel push with data & viewpoints

#LMA16

Media pick up report with visual assets

#LMA16

Interviews & commentary maximizes release

#LMA16

Even the Hollywood Reporter cares!

#LMA16

Tweets from individuals propel after launch

#LMA16

LinkedIn leveraged for commentary

#LMA16

Particular themes chunked out over weeks

#LMA16

Full access attracts influencer commentary

#LMA16

Two months later, and they’re still going

#LMA16What Makes This a Great Campaign?• Brand Alignment: They’re talking to the right people, about the

right themes

• Tactic Choice: Twitter, LinkedIn, Web, Mobile, Video, In-person Event – this is where their users look for good information

• Full Access / Participation: By releasing all the data, they generate participation and attract key industry influencers

• Interactive Personalization: Letting users select the right data ensures the greatest perceived relevance

• Timing: Carefully constructed calendar of activities• Early buzz• Big release• Commentary & press• Incremental themes to keep conversation alive

#LMA16

HowDoYouEvaluateNewDigitalTactics?Discussion

#LMA16

Smarketing: A Digital Collision of Marketing & SalesAdopting a Strong Business Strategy

#LMA16

… Sales and marketing were in love

True, Marketing wanted a long-term relationship and Sales only wanted a one-night stand, but it was clear where everyone stood.

Source: http://blogs.cisco .com/socialme dia/smarket ing-a-s ales -marketing -love -sto ry

#LMA16Then Something HORRIBLE Happened

DIGITALDISRUPTION

#LMA16Age of Digital Transformation

Digital transformation refers to the changes associated with the application of digital technology in all aspects

of human society.

#LMA16

Even Business Models. Even Sales & Marketing

Disruption Changed Everything

#LMA16The Disrupting Factors

Introduction of the Self-Directed

Buyer

Increased Access to Content & Information

Improved Tools for Targeting &

Delivery

Proliferation of Insightful Data

Fluid Online & Offline Brand Experience

Focus on Revenue & Efficiency

#LMA16

“Smarketing” Is the Opportunity for Relationship-Based Businesses

The term "smarketing" refers to alignment

between your sales and marketing teams, created

through frequent and direct communication

between the two.

#LMA16What ‘Smarketing’ Looks Like for PSOs?

1. Relevant: All user touchpoints are informed by all previous interactions, regardless of channel

2. Personalized: Technology enables 1:1, relevant marketing plans

3. Data-Inspired: Marketing becomes responsible for ‘insights;’ and the technology that underpins it (!)

4. Interconnected: Lead generation/nurturing is no longer the sole domain of business development/sales

#LMA16Start at the End

Source: http://www.sl ides hare .net /HubSpo t/the-powe r-of -smarke ting

#LMA16Sales & Marketing BFFs

Aberdeen research indicates companies who ‘get’ sales and marketing integration grow 20% faster than those who don’t.

#LMA16

How Kimberly-Clark Taps Its CRM in Order to Serve the Right Content at the Right TimeCase Study

#LMA16

Setting Yourself Up for SuccessHow You Can (and Should) Change with Technology

#LMA16At This Point, We Have…

1. Established our Digital Goals

2. Built Effective Strategies to Reach Our Users

3. Identified Opportunities for Digital Disruption

4. Create the Change Necessary for Digital Success

#LMA16

#LMA16Webmaster Needed

Job Requirements:

Skills• Fluent in “HTML for Dummies”• Limited social skills• Must be proficient in Netscape

Navigator• Animated GIF Experience• Working knowledge of Geocities• Ability to create ‘Sign My Guestbook’

and Site Visitors Counter

Application Experience• FrontPage ‘98• Netscape Navigator• Dial-up Modem Proficiency• LISTSERV

#LMA16

DigitalFirstinEverythingWeDo

#LMA16It Starts at the Top

#LMA16Where Do You/Your Lawyers Fall?

Source: Precedent.com

#LMA16

ResponsivetoNewDigitalOpportunities

#LMA16Technology Adoption Is Accelerating

#LMA16ItStartsattheTop

#LMA16At This Point, We Have…“The cloud services market is expanding 5 times faster than traditional IT spending.” (Deloitte University Press)

#LMA16

ConfiguringforDigitalasaBusinessProcess,NotaProject

#LMA16ItStartsattheTop

#LMA16ItStartsattheTop

#LMA16Digital Marketing as a Process

Roadmap 3-5 Years

Stop Thinking Bi-Modally

Embrace a ‘Software Release’

Mentality

Understand the Difference

between ‘Hubs’ and ‘Spokes’

Report Regularly on Digital Progress

Align Resources Around the

Process

#LMA16

AligningForaSingle-UserExperience

#LMA16

#LMA16

#LMA16

#LMA16Aligning for a User Experience

To step away from skills-based silos, some experts recommend campaign-based structures. For PSOs, we propose a more forward-leaning model: user-journey based teams.

By Skills

By specialized skills:

• Web• Social• Email• Mobile• CRM• Marketing• Business Development

By Campaign

Cross-skill, within campaigns:

• Practice Group• Office/Region• Industry

By User Journey

Focused on stage of user journey:

• Awareness• Consideration• Current Customer• Loyalty

#LMA16

How Digital Has Encouraged Changes to BCG’s & Kimberly-Clark’s Organizational StructuresCase Study

#LMA16

How Is Your Team Structured? What Skills Are Necessary?Discussion

2016THANK YOU!

Legal Marketing AssociationAnnual Conference

April 11-13, 2016 | JW Marriott Austin #LMA16

Masters in Digital