8. 8
eDynamic, Friday, March 21, 2014
ClientEngagement
Engageswithclientsconsistentlyandwithrelevantinformationatalltouch-pointsdrivenbymeasurable
insight.Integratedtechnologywillimpactseamlessengagement
Social and
Community
Website Email
Mobile
Have you solved
similar problems?
Social and
Community
Website
Email
Marketing
Mobile
360 Degree
Client Insight
10. 10
eDynamic, Friday, March 21, 2014
DigitalEngagement
Brand
Positioning
Differentiate and
position clients in a
more meaningful
manner
Relevancy
Adapt to the
information needs of
our audiences; align
content with how they
want to receive it and
where they want to
receive it
Relationship
Building
Engage with audience
through Thought
Leadership Marketing,
nurture these
relationships and
enable client
acquisition.
Digital Engagement
11. 11
eDynamic, Friday, March 21, 2014
11
6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4
SOCIAL
ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
12. 12
eDynamic, Friday, March 21, 2014
12
6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
16. 16
eDynamic, Friday, March 21, 2014
Typicallyafewstagesclientspassthroughfromthe
pointofneedrecognitiontoapurchasedecision
UnderstandyourBuyingCycle
Sample buying process by
Bloom Group
17. 17
eDynamic, Friday, March 21, 2014
Segmentandtargetcontenttobuyinglifecycle
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
21. 54%
54% OF MARKETERS WHO HAVE
IMPLEMENTED WEB
PERSONALIZATION GENERATED
POSITIVE ROI WITHIN MONTHS OF
IMPLEMENTATION
Neolane Survey, 2013
22. 72%
72% OF MARKETERS SEE THE
IMPORTANCE OF ONLINE
PERSONALIZATION BUT DON’T
KNOW HOW TO INCORPORATE IT.
eConsultancy, Realities of Online Personalization, 2013
27. 27
eDynamic, Friday, March 21, 2014
ImportanceofNurturing
17.50%
12.50%
70%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term opportunity /
worth nurturing
Movingpeoplefromconsiderationtocommitmentisthemostimportantpathofthe
salesprocess—alsothemostnecessary
Marketing Sherpa B2B Benchmarking Report
28. 28
eDynamic, Friday, March 21, 2014
TheValueExchange
LAW FIRM
Content
CLIENT
Personal info
Jane Smith
jane.smith@xyz.com
555-555-5555
Inside Council,
XYZ Corp.
The firm continuously delivers
relevant content & establishes
its worth to the audience
The audience trusts the firm
enough to identify themselves &
grant permission for engagement
29. 29
eDynamic, Friday, March 21, 2014
ThoughtLeadership
Thoughtleadershipmarketing(TLM)candriveclientAcquisition
throughengagement
THOUGHT
LEADERSHIP ASSETS
WHITE
PAPERS
WEBINARS EVENTS BLOGS VIDEOS
31. 31
eDynamic, Friday, March 21, 2014
ConsiderSocialContent
Infographics
Video
Blogs
Webinars
Whitepapers
Usedifferenttypesofcontent
32. 32
eDynamic, Friday, March 21, 2014
ContentSyndication
PUSH TO
AUDIENCES
MOBILE
SOCIAL MEDIA
ONLINE NEWS SITES
& DATABASES
SEARCH
ENGINES
CLIENTS &
POTENTIAL CLIENTS
MEDIA
OUTLETS
VIDEO
PORTALS
BLOGGERS
JOURNALISTS
33. 33
eDynamic, Friday, March 21, 2014
33
6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
34. 78%
78 PERCENT OF MARKETERS
INTERVIEWED BY FORRESTER
BELIEVE THAT CROSS-CHANNEL
MARKETING IS “IMPORTANT” OR
“VERY IMPORTANT” TO THEIR
BUSINESS.
Forrester, 2012
35. 5%
OF THE MARKETERS
INTERVIEWED, ONLY 5 PERCENT
SAID THEY WERE “VERY
PREPARED” TO EXECUTE A CROSS
CHANNEL STRATEGY.
Forrester, 2012
36. 36
eDynamic, Friday, March 21, 2014
TheMarketer’sperspective
WEB MOBILE EMAIL SOCIAL
Cross-channel Engagement
YOUR FIRM: WEB
EXPERIENCE
YOUR FIRM:
MOBILE
EXPERIENCE
YOUR FIRM:
EMAIL
EXPERIENCE
YOUR FIRM:
SOCIAL
EXPERIENCE
37. 37
eDynamic, Friday, March 21, 2014
Theclient’sperspective
YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME
Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet
Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email
38. 38
eDynamic, Friday, March 21, 2014
YourClientshavetwo
benchmarks
Experiencingtheirownbrand
Experiencingthebrandofother
serviceproviders
Theirexpectationsbecome
yourbenchmarkforan
experience
Which online channels
does your organization
use as part of its
Marketing efforts?
ClientexpectationsaretheBenchmark
44. 44
eDynamic, Friday, March 21, 2014
Addingtheclient’svoicetoyoursocialcontent
ItstartswithLISTENING
Social Media
Channels
• Twitter hashtags #
• LinkedIn groups
• Relevant blogs
• Anywhere your
audience
is talking
Client
FAQs
What questions do
your partners and
associates hear
most often?
Incoming
Search Terms
What are the most
popular keywords
& phrases bringing
searchers to your
site?
53. 53
eDynamic, Friday, March 21, 2014
Beyondwebanalytics..measuringengagementiswhat
reallymatters
Identifyhotandcoldleadsandthoseinbetween
Cold Hot Too late
54. 54
eDynamic, Friday, March 21, 2014
Defineyourleadscoringmodeltomeasure
engagement
Score Description Marketing Action
A4
The right prospect but no
interest.
Priority but may need
specific “why now”
messaging.
B1
Good fit and very
interested.
Send to sales queue for
follow-up.
C1
Not the idea prospect but
very interested.
Will they ever be a good fit?
Continue to nurture.
D4 Wrong Fit. No interest.
Fulfill request and segment
out.
54
55. 55
eDynamic, Friday, March 21, 2014
Finally…butmostimportant
Empoweryourbusinessdevelopmentteamandattorneyswith
measurableclient
Courtesy: Eloqua Discover for Salesforce
56. 56
eDynamic, Friday, March 21, 2014
56
6 STEP APPROACH TO CLIENT ENGAGEMENT
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT MARKETING
THAT NURTURES
3
MULTI-DEVICE
EXPERIENCE
4 SOCIAL ENGAGEMENT
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
61. 61
eDynamic, Friday, March 21, 2014
1. Technologyplatforms:Start withCMS,
Marketing/EmailAutomationPlatform(MAP)
andCRM
2. Integration:Sharingacommonviewofthe
leadrequiresintegrationacrossplatforms
3. Engagementstrategy:Strategyimplemented
todrivecontentpersonalizationandrelevance
o CMS, MAP and CRM Integration: Integrating
the three systems to create centralized
buyer profiles that could then be mapped to
a defined buying process.
o Measurement and Reporting: Implementing
the dashboards and measurement tools
necessary to support ongoing performance
measurement and management
Increasingengagementwithyouraudience
Technologyplatforms+Integration+Engagementstrategy=increasing
engagement
Web Page
Landing
Page
Email
CMS CRMMarketing Automation
Forms
Tracking Tags
Content
Personalization
Engine
Behavior
Data
Rules Engine
Profile
Data
Customer Profile
Link
Personalized Email
Personalized Landing Page
Personalized Web Page
Prospect
I have removed section functional capabilities. Can you remove it from all header slidesKamiya: Done
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Let’s look at the value exchange. For a brand, content is the currency. For the audience, personal information is the currency. The value exchange happens when the content a brand continuously delivers establishes its worth to its audience and in turn the audience trusts the brand enough to identify themselves and provide permission to the brand to establish a relationship with them, to invite them to take an action.
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