#LMA16: Masters in Digital Workshop
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Transcript of #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
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
#LMA16
Participation by several practitioners
#LMA16
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