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The Power of a Digital Sales Force
proposition one
we believe your firm
should be able to generate leads
even without good sales people
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
the situation
 law firms are facing no-to-slow growth and
increased competition within the industry
 accounting firms are facing stiff competition
outside the industry as they expand and
diversify their consulting services into new
and adjacent industries
 consulting firms are seeing the same issues
as accounting firms
 associations will always struggle to grow
membership and hold onto senior members
the situation
all of these service categories generally lack
differentiation
 law firms suffer most, remaining inwardly
focused, skeptical of brand, uncertain of
positioning and grasping onto business
development
 accounting firms are rising to the challenge
 consulting & other professional firms not so
much
 associations fail to understand their value or
keys to their brand
the situation
this means you are under 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
 “53% of CMOs felt an increased pressure to
enable revenue growth”
Deloitte/Salesforce, Digital Divide CMO
 Meet the new boss, same as the old boss
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 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 Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
a distinctive identity
based on a promise of value
different from any other
what is apple’s brand?
apple’s brand position is
 innovation
 ease of use and
 groundbreaking design in every
category it touches
take a second to jot down your thoughts.
apple’s brand expression is
 light (typographically Garamond)
 white (atmospherically)
 colorful and bold (in its imagery)
 simple (in its software and interface; i.e. in its
user experience)
 playful (in its attitude, never mean, confident)
 different (like you will be seen—the promise of
value)
 friendly and appealing
take a second to jot down your thoughts.
year after year
in every single thing the company does
a brand must be born…and raised!
measure your own brand
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
rules of the road: sustain the brand
always circular with a “counter”
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
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 (adwords, banner ads, minisites, custom URLs)
PUBLIC RELATIONS (social networking)
SPONSORSHIPS (including research)
WEBSITE (SEO. blogs and industry portals, video )
PERSONALITY, VALUES AND VALUE PROPOSITION
DIRECT MARKETING
WEBINARS, PODCASTS AND VIDEO
FOCUSED WEB CONTENT & BLOGS
COORDINATED ONLINE AND
OFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURE
TRACKING
INTERACTIVE RFPS
SALES PORTALS
SURVEYS
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)
this simple and elegant diagram
demands an update and, alas,
it’s a bit more complex because a sale
is no longer the end of the funnel
(if it ever was)
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 (adwords, banner ads, minisites, custom URLs)
PUBLIC RELATIONS (social networking)
SPONSORSHIPS (including research)
WEBSITE (SEO. blogs and industry portals, video )
PERSONALITY, VALUES AND VALUE PROPOSITION
DIRECT MARKETING
WEBINARS, PODCASTS AND VIDEO
FOCUSED WEB CONTENT & BLOGS
COORDINATED ONLINE AND
OFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURE
TRACKING
INTERACTIVE RFPS
SALES PORTALS
SURVEYS
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)
CLIENT
EXPERIENCE
the solution
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 your site
through design, attention to user
experience and technology
 re-engineer the client experience from start
to finish
the Web 2.0 funnel
TACTICS
BUILDING A BRAND
IDENTITY
ADVERTISING (adwords, banner ads, minisites, custom URLs)
PUBLIC RELATIONS (social networking)
SPONSORSHIPS (including research)
WEBSITE (SEO. blogs and industry portals, video )
PERSONALITY, VALUES AND VALUE PROPOSITION
DIRECT MARKETING
WEBINARS, PODCASTS AND VIDEO
FOCUSED WEB CONTENT & BLOGS
COORDINATED ONLINE AND
OFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURE
TRACKING
INTERACTIVE RFPS
SALES PORTALS
SURVEYS
ACCOUNT AND OPPORTUNITY
PURSUIT
CLIENT
EXPERIENCE
we’ve all
become so
hyperfocused
here
the Web 2.0 funnel
TACTICS
BUILDING A BRAND
IDENTITY
ADVERTISING (adwords, banner ads, minisites, custom URLs)
PUBLIC RELATIONS (social networking)
SPONSORSHIPS (including research)
WEBSITE (SEO. blogs and industry portals, video )
PERSONALITY, VALUES AND VALUE PROPOSITION
DIRECT MARKETING
WEBINARS, PODCASTS AND VIDEO
FOCUSED WEB CONTENT & BLOGS
COORDINATED ONLINE AND
OFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURE
TRACKING
INTERACTIVE RFPS
SALES PORTALS
SURVEYS
ACCOUNT AND OPPORTUNITY
PURSUIT
CLIENT
EXPERIENCE
we may be
neglecting
easy successes
here
digital sales force
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
BRAND
EXPRESSION
& CONTENT
but they will only start to notice you here
BRAND
STRATEGY
& POSITION
BRAND
STRATEGY
& POSITION
so, step one? brand strategy and position;
i.e., stand for something, be recognizably you
visual design strategy
The Power of a Digital Sales Force
The Power of a Digital Sales Force
the Internet has changed the funnel into a
feedback system
WEBSITE
what stops in the system should we recognize?
WEBSITE
EVENTS
EMAIL
SEO
SEM
SOCIAL
BLOGS
BRAND
EXPRESSION
& CONTENT
BRAND
STRATEGY
& POSITION
what system stops should we recognize
WEBSITE
EVENTS
EMAIL
SEO
SEM
SOCIAL
BLOGS
BRAND
EXPRESSION
& CONTENT
BRAND
STRATEGY
& POSITION
this is a
typical
catalogue
of content
this is a
curated
user
experience
so is this
The Power of a Digital Sales Force
and this
with
only
video
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
“75% of B2B buyers rely more on content to
research in order to make B2B purchasing
decisions than they did a year ago.”
(DemandGen Report)
“Type of content used in the past 12 months to
research B2B purchasing decisions:
 White Papers (78%);
 Case Studies (73%);
 Webinars (67%);
 eBooks (58%);
 Videos (58%);
 Blog Posts (56%);
 Infographics (52%)
(DemandGen Report)
TAKEAWAYS…FOR NOW?
what’s eating up our time and creating anxiety?
WEBSITE
EVENTS
EMAIL
SEO
SEM
SOCIAL
BLOGS
but our time and attention should go here:
WEBSITE
EVENTS
EMAIL
SEO
SEM
SOCIAL
BLOGS
PROPOSALS
SALES
PRESENTATIONS
BRAND
EXPERIENCE
BRAND
EXPRESSION
& CONTENT
BRAND
STRATEGY
& POSITION
PROPOSALS
we seem to be waking up to our focus here
SALES PRESENTATIONS
BRAND
EXPERIENCE
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
what a short distance from client to resale
BRAND EXPERIENCE
make noise here
BRAND EXPERIENCE
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
The Power of a Digital Sales Force
TAKEAWAYS? QUESTIONS?
let’s talk.
The Power of a Digital Sales Force

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The Power of a Digital Sales Force

  • 2. proposition one we believe your firm should be able to generate leads even without good sales people
  • 3. proposition two we are all consulting firms
  • 4. proposition three yes, clients and prospects alike want expertise and value but they will cherish you for your ideas
  • 5. the situation  law firms are facing no-to-slow growth and increased competition within the industry  accounting firms are facing stiff competition outside the industry as they expand and diversify their consulting services into new and adjacent industries  consulting firms are seeing the same issues as accounting firms  associations will always struggle to grow membership and hold onto senior members
  • 6. the situation all of these service categories generally lack differentiation  law firms suffer most, remaining inwardly focused, skeptical of brand, uncertain of positioning and grasping onto business development  accounting firms are rising to the challenge  consulting & other professional firms not so much  associations fail to understand their value or keys to their brand
  • 7. the situation this means you are under 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  “53% of CMOs felt an increased pressure to enable revenue growth” Deloitte/Salesforce, Digital Divide CMO  Meet the new boss, same as the old boss
  • 8. 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
  • 9. 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 because they lack  the budget or  the time
  • 10. 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
  • 24. based on a promise of value
  • 27. apple’s brand position is  innovation  ease of use and  groundbreaking design in every category it touches take a second to jot down your thoughts.
  • 28. apple’s brand expression is  light (typographically Garamond)  white (atmospherically)  colorful and bold (in its imagery)  simple (in its software and interface; i.e. in its user experience)  playful (in its attitude, never mean, confident)  different (like you will be seen—the promise of value)  friendly and appealing take a second to jot down your thoughts.
  • 30. in every single thing the company does
  • 31. a brand must be born…and raised!
  • 36. rules of the road: sustain the brand always circular with a “counter”
  • 41. 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 (adwords, banner ads, minisites, custom URLs) PUBLIC RELATIONS (social networking) SPONSORSHIPS (including research) WEBSITE (SEO. blogs and industry portals, video ) PERSONALITY, VALUES AND VALUE PROPOSITION DIRECT MARKETING WEBINARS, PODCASTS AND VIDEO FOCUSED WEB CONTENT & BLOGS COORDINATED ONLINE AND OFFLINE COMMUNICATIONS POV ON CLIENT BUSINESS ISSUES SALES SUPPORT: MARKETECTURE TRACKING INTERACTIVE RFPS SALES PORTALS SURVEYS 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)
  • 42. this simple and elegant diagram demands an update and, alas, it’s a bit more complex because a sale is no longer the end of the funnel (if it ever was)
  • 43. 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 (adwords, banner ads, minisites, custom URLs) PUBLIC RELATIONS (social networking) SPONSORSHIPS (including research) WEBSITE (SEO. blogs and industry portals, video ) PERSONALITY, VALUES AND VALUE PROPOSITION DIRECT MARKETING WEBINARS, PODCASTS AND VIDEO FOCUSED WEB CONTENT & BLOGS COORDINATED ONLINE AND OFFLINE COMMUNICATIONS POV ON CLIENT BUSINESS ISSUES SALES SUPPORT: MARKETECTURE TRACKING INTERACTIVE RFPS SALES PORTALS SURVEYS 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) CLIENT EXPERIENCE
  • 44. the solution 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 your site through design, attention to user experience and technology  re-engineer the client experience from start to finish
  • 45. the Web 2.0 funnel TACTICS BUILDING A BRAND IDENTITY ADVERTISING (adwords, banner ads, minisites, custom URLs) PUBLIC RELATIONS (social networking) SPONSORSHIPS (including research) WEBSITE (SEO. blogs and industry portals, video ) PERSONALITY, VALUES AND VALUE PROPOSITION DIRECT MARKETING WEBINARS, PODCASTS AND VIDEO FOCUSED WEB CONTENT & BLOGS COORDINATED ONLINE AND OFFLINE COMMUNICATIONS POV ON CLIENT BUSINESS ISSUES SALES SUPPORT: MARKETECTURE TRACKING INTERACTIVE RFPS SALES PORTALS SURVEYS ACCOUNT AND OPPORTUNITY PURSUIT CLIENT EXPERIENCE we’ve all become so hyperfocused here
  • 46. the Web 2.0 funnel TACTICS BUILDING A BRAND IDENTITY ADVERTISING (adwords, banner ads, minisites, custom URLs) PUBLIC RELATIONS (social networking) SPONSORSHIPS (including research) WEBSITE (SEO. blogs and industry portals, video ) PERSONALITY, VALUES AND VALUE PROPOSITION DIRECT MARKETING WEBINARS, PODCASTS AND VIDEO FOCUSED WEB CONTENT & BLOGS COORDINATED ONLINE AND OFFLINE COMMUNICATIONS POV ON CLIENT BUSINESS ISSUES SALES SUPPORT: MARKETECTURE TRACKING INTERACTIVE RFPS SALES PORTALS SURVEYS ACCOUNT AND OPPORTUNITY PURSUIT CLIENT EXPERIENCE we may be neglecting easy successes here
  • 48. technology has seemingly increased complexity
  • 49. but marketing and sales still has one destination LEADS
  • 50. LEADS but no one will find you here
  • 51. BRAND STRATEGY & POSITION unless first, they begin—and clearly understand you—here
  • 52. BRAND EXPRESSION & CONTENT but they will only start to notice you here BRAND STRATEGY & POSITION
  • 53. BRAND STRATEGY & POSITION so, step one? brand strategy and position; i.e., stand for something, be recognizably you
  • 57. the Internet has changed the funnel into a feedback system WEBSITE
  • 58. what stops in the system should we recognize? WEBSITE EVENTS EMAIL SEO SEM SOCIAL BLOGS
  • 60. what system stops should we recognize WEBSITE EVENTS EMAIL SEO SEM SOCIAL BLOGS
  • 73. “75% of B2B buyers rely more on content to research in order to make B2B purchasing decisions than they did a year ago.” (DemandGen Report)
  • 74. “Type of content used in the past 12 months to research B2B purchasing decisions:  White Papers (78%);  Case Studies (73%);  Webinars (67%);  eBooks (58%);  Videos (58%);  Blog Posts (56%);  Infographics (52%) (DemandGen Report)
  • 76. what’s eating up our time and creating anxiety? WEBSITE EVENTS EMAIL SEO SEM SOCIAL BLOGS
  • 77. but our time and attention should go here: WEBSITE EVENTS EMAIL SEO SEM SOCIAL BLOGS PROPOSALS SALES PRESENTATIONS BRAND EXPERIENCE BRAND EXPRESSION & CONTENT BRAND STRATEGY & POSITION
  • 78. PROPOSALS we seem to be waking up to our focus here SALES PRESENTATIONS BRAND EXPERIENCE
  • 83. what a short distance from client to resale BRAND EXPERIENCE
  • 84. make noise here BRAND EXPERIENCE