Post on 21-Jan-2018
Shad Alam, Senior Consultant, Digital Solutions
Shad Alam, Senior Consultant, Digital
Solutions
Shad is an avid digital technology enthusiast
and a senior consultant at edynamic who
works with marketers in professional service
firms, especially law firms, helping them
realize the true potential of their digital
technology investments and deliver great
customer experience.
About your host
Today’s Client
○ Better informed
○ Starts the buying process
○ Has many options
○ Decides where to engage
Client Engagement
Engages with clients
consistently and with
relevant information at
all touch-points driven
by measurable insight.
Integrated technology
will impact seamless
engagement
Social andCommunity
WebsiteEmail
Marketing
Mobile
360 Degree
Client Insight
Have you solved similar problems?
Firms need to
ascend the digital
marketing
maturity curve to
drive Client
Engagement
IT Led
• Brochure-ware
• Webmaster
bottleneck
Digital Client EngagementMarketing Driven Informational
Marketing
• Spray and pray
• Static content
• Marketing-driven
• Interactive
• Some intelligence
• Disconnected assets
• Functional focus
• Thought Leadership
Driven
• Personal and
Contextual
• Social
• Multi-device
Experiences
• Predictive 1 to 1
Marketing
• Measurement
• Focus on ROI
2005-2015 2016+1995-2005
1
2
3
Legal marketing must move up the Maturity Curve
Digital Engagement
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
Digital Engagement
Relationship Building
Engage with audience through Thought Leadership Marketing, nurture these relationships and
enable client acquisition.
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
7 Step Approach to Client Engagement
5
SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES 6
MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE7
TECHNOLOGY THAT ENGAGES
4
SINGLE VIEW OF THE CUSTOMER
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
6 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
50%OF MARKETING SPEND IS MISALIGNED
WITH CLIENT NEEDS WITHIN THEIR
DECISION JOURNEY (LIFE CYCLE).
McKinsey & Company Research
Understand the Buying Cycle
Typically a few stages clients pass through from the point of need recognition
to a purchase decision
Segment and target content to buying lifecycle
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
Context drives engagement
Context places the experience in the control of the visitor, aligning to their
expectations, leading them to the next steps
The right message to the right person at the right
time leads to engagement
○ 82% of prospects say content targeted to their
specific industry is more valuable
○ 67% say content targeted to their job function is
more valuable
○ 29% prefer content targeted to their geography
*MarketingSherpa Stats
Context can be gathered through the
experience
○ Visitor generated (implicit digital footprint), visitor supplied or externally supplied (services like DemandBaseprovide industry, presence, location, revenue, etc.)
54%OF MARKETERS WHO HAVE IMPLEMENTED
WEB PERSONALIZATION GENERATED
POSITIVE ROI WITHIN MONTHS OF
IMPLEMENTATION
Neolane Survey
72%OF MARKETERS SEE THE IMPORTANCE OF
ONLINE PERSONALIZATION BUT DON’T KNOW
HOW TO INCORPORATE IT.
eConsultancy, Realities of Online Personalization
Personalization—How do we Start?
Personalization can be taken from any or all
of the following sources of insight
○ Users' profiles and preferences: everything
they’ve told you about themselves (if you already
know them).
○ Clients' history with you: what they’ve done on
your site, in your community, in response to your
emails, etc.
○ How they found you: the search terms that
delivered them, or a tagged campaign URL that
they clicked on.
○ Their immediate behaviors: what they’re doing in
the current session (clickstreams, site searches,
etc).
○ Client life stage: are they new to your firm, have
they been reviewing your attorneys’ bios, are they
an existing client—perhaps a previous client?
Examples
Location Based personalization that
makes sense
Client-driven practice pages—specific to
location and Industry
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
6 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
Importance of Nurturing
17.50%
12.50%
70%
Average B2B Initial Lead Break-down
Discard / disqualified
Sales-ready now
Longer-term opportunity /worth nurturing
Marketing Sherpa B2B Benchmarking Report
Moving people from consideration to commitment is the most important path of the
sales process - also the most necessary
The Value Exchange
LAW FIRMContent
CLIENTPersonal info
Jane Smithjane.smith@xyz.com555-555-5555Inside Council, XYZ Corp.
The firm continuously delivers relevant content & establishes
its worth to the audience
The audience trusts the firmenough to identify themselves &grant permission for engagement
Thought Leadership
Thought leadership marketing (TLM) can drive client Acquisition through
engagement
THOUGHT LEADERSHIP ASSETS
WHITE PAPERS
WEBINARS EVENTS BLOGS VIDEOS
Consulting leaders engage clients through exceptional content that is
merchandized, distributed across channels, and is measured
McKinsey & Company
ₒ Website showcases thought leadership aimed to
position the brand
ₒ Website focuses on engaging clients with thought
leadership
Accenture
ₒ Thought leadership across the site
ₒ Types of content assets includes whitepapers,
publications and videos
Consulting Firms can be Considered as Benchmarks
Use different types of content
Consider Social Content
○ Infographics
○ Video
○ Blogs
Webinars
Whitepapers
COPE
PUSH TO
AUDIENCES
MOBILE
SOCIAL MEDIA
ONLINE NEWS SITES
& DATABASES
SEARCH
ENGINES
CLIENTS &
POTENTIAL CLIENTS
MEDIA
OUTLETS
VIDEO
PORTALSBLOGGERS
JOURNALISTS
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
6 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-CHANNEL & MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
78%OF MARKETERS INTERVIEWED BY
FORRESTER BELIEVE THAT CROSS-CHANNEL
MARKETING IS “IMPORTANT” OR “VERY
IMPORTANT” TO THEIR BUSINESS.
Forrester Report
5%OF THE MARKETERS INTERVIEWED, ONLY 5
PERCENT SAID THEY WERE “VERY
PREPARED” TO EXECUTE A CROSS CHANNEL
STRATEGY.Forrester Report
The Marketer’s perspective
WEB MOBILE EMAIL SOCIAL
YOUR FIRM: WEB
EXPERIENCE
YOUR FIRM: MOBILE
EXPERIENCE
YOUR FIRM: EMAIL
EXPERIENCE
YOUR FIRM: SOCIAL
EXPERIENCE
Cross-channel Engagement
The client’s perspective
YOUR FIRM: WEB
EXPERIENCE
YOUR FIRM: MOBILE
EXPERIENCE
YOUR FIRM: EMAIL
EXPERIENCE
YOUR FIRM: SOCIAL
EXPERIENCE
COMMUTING IN MEETINGS AT LUNCH AT THEIR DESK AT HOME
YOUR FIRM: ONE BRAND AND CONTENT EXPERIENCE
Device: TabletDevice: DesktopDevice: PhoneDevice: TabletDevice: Tablet
Channel: WebChannel: EmailChannel: TwitterChannel: WebChannel: Email
Client expectations are the Benchmark
Your Clients have two benchmarks
○ Experiencing their own brand
○ Experiencing the brand of other service providers
Their expectations become your benchmark
for an experience
Which online channels does your
organization use as part of its
Marketing efforts?
Responsive design
○ One website: Not a separate mobile and
desktop site
○ HTML5 & CSS3: New technologies to create
sites that respond to screen sizes and
orientation
○ Easy to maintain and update
○ Future proofing: Do you know what is next?
Getting to a Mobile Strategy
Challenges that marketers face
○ Being available to your clients where they are
○ Being available on devices your clients use
○ Getting visibility across all channels
○ Outdated technologies
Addressing the challenges
○ Use the channels your clients prefer—web, email,
social and communities
○ Engage them on devices they prefer—desktop,
tablets, smartphones
○ Listen to them across all channels—plan for cross-
channel analytics—see engagement behavior
holistically by client, rather than by channel
Delivering Cross Channel Experiences
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
7 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
It starts with LISTENING
Social Media
Channels○ Twitter hashtags #
○ LinkedIn groups
○ Relevant blogs
○ Anywhere your
audience is talking
Client FAQsWhat questions do your
partners and associates
hear most often?
Incoming
Search TermsWhat are the most popular
keywords & phrases
bringing searchers to your
site?
Adding the client’s voice to your social content
To start a conversation with a professional contact on social media, follow these steps:
○ Say hello
○ Respond to someone
○ Ask questions
The only way to leverage these relationships is through conversation
Moving from ‘broadcast’ to ‘conversation’
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
7 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
Is getting more hits on your website a sign of engagement? Does it tell you
anything?
How do you measure client engagement?
Measure how digital is helping clients
engage more with the firm and
creating new opportunities for them
Identify what moves the needle
○ Time spent on site
○ Frequency of visits
○ Core user actions
○ Engagement with critical content
Start here…
Identify hot and cold leads and those in between
COLD HOT TOO LATE
Beyond web analytics..
measuring engagement is what really matters
Score Description Marketing Action
A4The right prospect but no
interest.
Priority but may need
specific “why now”
messaging.
B1Good fit and very
interested.
Send to sales queue for
follow-up.
C1Not 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.
Define your lead scoring model to measure engagement
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
7 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
What is the best thing technology can do for
marketers?
Technology needs to get out of the way!
Technology needs to be unobtrusive and give the power to
marketers to accomplish their objectives.
Digital marketing technology is exploding; too many options to chose from.
Digital technology is confusing the world of marketing
Must haves
○ CMS
○ Analytics
○ Onsite Search
While there are many options there are a few technologies that law firms
should consider
○ Email automation
○ CRM
○ And now, social tools
Digital marketing technology in Law firm
Technology platforms + Integration + Engagement strategy = increasing
engagement
Web Page
Landing Page
CMS CRMMarketing Automation
Forms
Tracking Tags
Content
Personalization Engine
Behavior Data
Rules Engine
Profile Data
Customer Profile
Link
Personalized EmailPersonalized Landing Page
Personalized Web Page
Prospect
Increasing engagement with your audience
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
7 Step Approach to Client engagement
4 SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES
5 MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE
6 TECHNOLOGY THAT ENGAGES
7 SINGLE VIEW OF THE CUSTOMER
Create a Customer Experience Platform that
integrates with data
Orchestrate individual experiences across every channel
CMS Marketing Automation Analytics
Actionable Customer Profile
Insight
Optimize
Identify ideal customer attributes, behaviors and preferences
Analyze performance and tie back to revenue goals
Optimize cross channel experiences with data and insight
CRM
External Data
InternalData
1 BUYING LIFECYCLE & CONTEXTUAL
EXPERIENCE
7 Step Approach to Client Engagement
5
SOCIAL ENGAGEMENT
2 CONTENT MARKETING
THAT NURTURES 6
MEASURE ENGAGEMENT
3 MULTI-DEVICE
EXPERIENCE7
TECHNOLOGY THAT ENGAGES
4
SINGLE VIEW OF THE CUSTOMER