LMAtech 2015 - Managing Marketing Chaos in the Digital Age
-
Upload
lmabayarea -
Category
Education
-
view
169 -
download
0
Transcript of 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