Transcript
it’s a newbrand world
proposition onewe believe your firm
should be able to generate leadseven without good sales people
proposition twowe are all consulting firms
proposition threeyes, clients and prospects alike
want expertise and value butthey 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
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
rules of the road: sustain the brand
always circular with a “counter”
the Web 2.0 funnel
AW
AR
EN
ES
S
PR
EFE
RE
NC
E
MA
RK
ETI
NG
SA
LES
TACTICS
“WHO ARE YOU…REALLY?”
“WHY SHOULD I DO BUSINESS WITH YOU?”
“CAN WE DO A DEAL?”
BUILDING A BRAND
IDENTITYADVERTISING (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 ANDOFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURETRACKING
INTERACTIVE RFPSSALES PORTALS
SURVEYS
ACCOUNT AND OPPORTUNITY PURSUIT
TIER THREEpriority prospects at/before/after proposal stage
TIER ONEbusinesspeople and recruits who affect service and selection
TIER TWOclients and other potential buyers (the segmented C-Suite by select industries and practice)
this simple and elegant diagramdemands 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
AW
AR
EN
ES
S
PR
EFE
RE
NC
E
MA
RK
ETI
NG
SA
LES
TACTICS
“WHO ARE YOU…REALLY?”
“WHY SHOULD I DO BUSINESS WITH YOU?”
“CAN WE DO A DEAL?”
BUILDING A BRAND
IDENTITYADVERTISING (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 ANDOFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURETRACKING
INTERACTIVE RFPSSALES PORTALS
SURVEYS
ACCOUNT AND OPPORTUNITY PURSUIT
TIER THREEpriority prospects at/before/after proposal stage
TIER ONEbusinesspeople and recruits who affect service and selection
TIER TWOclients and other potential buyers (the segmented C-Suite by select industries and practice)
CLIENTEXPERIENCE
the solutiononline 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
AW
AR
EN
ES
S
PR
EFE
RE
NC
E
MA
RK
ETI
NG
SA
LES
TACTICS
BUILDING A BRAND
IDENTITYADVERTISING (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 ANDOFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURETRACKING
INTERACTIVE RFPSSALES PORTALS
SURVEYS
ACCOUNT AND OPPORTUNITY PURSUIT
CLIENTEXPERIENCE
we’ve all become sohyperfocusedhere
the Web 2.0 funnel
AW
AR
EN
ES
S
PR
EFE
RE
NC
E
MA
RK
ETI
NG
SA
LES
TACTICS
BUILDING A BRAND
IDENTITYADVERTISING (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 ANDOFFLINE COMMUNICATIONS
POV ON CLIENT BUSINESS ISSUES
SALES SUPPORT:
MARKETECTURETRACKING
INTERACTIVE RFPSSALES PORTALS
SURVEYS
ACCOUNT AND OPPORTUNITY PURSUIT
CLIENTEXPERIENCE
we may beneglectingeasy successeshere
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 Internet has changed the funnel into a
feedback system
WEBSITE
what stops in the system should we recognize?
WEBSITE
EVENTS
EMAILSEO
SEM
SOCIAL
BLOGS
BRAND EXPRESSION& CONTENT
BRAND STRATEGY & POSITION
what system stops should we recognize
WEBSITE
EVENTS
EMAILSEO
SEM
SOCIAL
BLOGS
BRAND EXPRESSION& CONTENT
BRAND STRATEGY & POSITION
this is a typical catalogueof content
this is a curateduserexperience
so is this
and thiswith only video
“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
EMAILSEO
SEM
SOCIAL
BLOGS
but our time and attention should go here:
WEBSITE
EVENTS
EMAILSEO
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
what a short distance from client to resale
BRAND EXPERIENCE
make noise here
BRAND EXPERIENCE
TAKEAWAYS? QUESTIONS?
let’s talk.
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