High-tech approach to high-touch marketing results All of us scatter marketing buckshot trying to find prospects. Other times we target them more closely but, either way, client acquisition has been clumsy and inefficient pattern for years. There is a better way. You will learn: • How to take control of the customer journey from beginning to end • How software allows us to find potential clients in their natural habitats online • How listening tools give us insight into patterns of engagement • How a data-driven content marketing strategy can deliver clients to your doorstep • Evidence of impressive, transformative results Match your marketing to your market. Burkey Belser and Barry Reicherter walk you through new technologies and new channels of engagement driving a rational marketing strategy that delivers concrete results.

1. USE DATA TO FIND BUYERS
ONLINE AND COAX THEM TO
YOUR HAND
Brand Transformation
and Activation:
Demand Generation

2. BRAND CLARITY BRAND TRANSFORMATION
BRAND FROM END TO BEGINNING
BRAND TRANSFORMATION
GETTING SEEN AND HEARD TRANSFORMATIVE RESULTS
BRAND ACTIVATION
A high-tech approach to high-touch marketing results
 Demands we take control of the customer journey
from beginning to end
 Requires software to allow us to find potential clients in their
natural habitats online
 Uses listening tools give us insight into patterns of engagement
 Proposes how a data-driven content marketing strategy can
 deliver clientsto your doorstep
 Shares evidence of impressive, transformative results

3. SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

4. CREATE
STRATEGY
& DATA
INSIGHTS
SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

5. DEVELOP
BRAND
STORY
DEFINE
CHANNELS
CREATE
STRATEGY
& DATA
INSIGHTS
SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

6. DEVELOP
MESSAGING
PACKAGE
CONTENT
DEVELOP
BRAND
STORY
DEFINE
CHANNELS
CREATE
STRATEGY
& DATA
INSIGHTS
SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

7. DISTRIBUTE
VIA
CHANNELS
DEVELOP
MESSAGING
PACKAGE
CONTENT
DEVELOP
BRAND
STORY
DEFINE
CHANNELS
CREATE
STRATEGY
& DATA
INSIGHTS
SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

8. CAPTURE
&
CONVERT
DISTRIBUTE
VIA
CHANNELS
DEVELOP
MESSAGING
PACKAGE
CONTENT
DEVELOP
BRAND
STORY
DEFINE
CHANNELS
CREATE
STRATEGY
& DATA
INSIGHTS
SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

9. MEASURE,
ANALYZE &
ADJUST
CAPTURE
&
CONVERT
DISTRIBUTE
VIA
CHANNELS
DEVELOP
MESSAGING
PACKAGE
CONTENT
DEVELOP
BRAND
STORY
DEFINE
CHANNELS
CREATE
STRATEGY
& DATA
INSIGHTS
SET
BUSINESS
GOALS
HOW YOU SEE YOUR WORK

10. BRAND CLARITY TRANSFORMATION GETTING SEEN AND HEARD TRANSFORMATIVE RESULTS
BRANDING AND POSITIONING
BRAND TRANSFORMATION BRAND ACTIVATION

11. TRANSFORMATIVE BRANDS
EARN ATTENTION
THE CHALLENGE OF
BRAND CLARITY AND
GETTING NOTICED

12. BRAND POSITIONING TALENT PRESENTATION CONVINCING SKILL SETS THOUGHT LEADERSHIP
BRAND TRANSFORMATION
Winning websites
 make their value proposition clear
 tell their story in less than :08
 understand that 96%
of visitors are not ready to buy
 create videos to increase sales by
144%
 understand a :01 delay in load
time can decrease conversions by
7%*
YOUR IMPORTANT BRAND COMMUNICATION CHALLENGES
*https://blog.kissmetrics.com/what-converting-websites-do/

13. BRAND TRANSFORMATION
 Every professional is an
intellectual asset
 Every biography is a portal
into that person
 A headshot does not give
enough information to build a
relationship
 People connect with others in
unpredictable ways, don’t go
all “professional” on us
 Friendship is a risk.
BRAND POSITIONING TALENT PRESENTATION CONVINCING SKILL SETS THOUGHT LEADERSHIP
YOUR IMPORTANT BRAND COMMUNICATION CHALLENGES

14. BRAND POSITIONING TALENT PRESENTATION CONVINCING SKILL SETS THOUGHT LEADERSHIP
BRAND TRANSFORMATION
 Every service area is
also a portal that should
match the value of that
business
 No one needs a definition
of your service. Not at all.
 Tell me that you get it
and understand my
industry—problems,
trends, and vocabulary.
YOUR IMPORTANT BRAND COMMUNICATION CHALLENGES

15. TALENT PRESENTATION CONVINCING SKILL SETS THOUGHT LEADERSHIP
BRAND TRANSFORMATION
 Thought leadership is 50
years old but still critical
 Aggregate everything into a
curated thought leadership
section
 Invest in content creation and
distribution
BRAND POSITIONING
YOUR IMPORTANT BRAND COMMUNICATION CHALLENGES

16. BRAND CLARITY TRANSFORMATION
BRAND FROM END TO BEGINNING
BRAND TRANSFORMATION
GETTING SEEN AND HEARD TRANSFORMATIVE RESULTS
BRAND ACTIVATION

17. OUT WITH BROADCASTING
IN WITH NARROWCASTING
THE CHALLENGE OF
GETTING SEEN AND
GETTING HEARD

18. THE INTERNET IS YOUR WEBSITE TODAY

19. INUNDATED CHANNELS UNINFORMED STRATEGY UNINSPIRED CONTENT INADEQUATE ANALYTICS
NEW WEAPONS OF MASS DISTRACTION
Too much delivering too little.
<50%
of buyers rate
content valuable
>90%
of CMOs plan
more content
NEW BRAND WORLD PROBLEMS
websites
emails
blogs
podcasts
social media
videos

20. INUNDATED CHANNELS UNINFORMED STRATEGY UNINSPIRED CONTENT INADEQUATE ANALYTICS
FIRE, READY, AIM
Most campaigns we see are
 uninformed by what buyers want
 late to market
 repetitive of competitor’s efforts
 deliver quantity over quality
Other than that, they’re fine.
our mantra is “do less, better”
NEW BRAND WORLD PROBLEMS

21. INUNDATED CHANNELS UNINFORMED STRATEGY UNINSPIRED CONTENT INADEQUATE ANALYTICS
You can’t bore
people into
buying your
product or
service
yet most
marketers
appear to try
NEW BRAND WORLD PROBLEMS
DELETE ME, NOW REMEMBER ME, ALWAYS

22. INUNDATED CHANNELS UNINFORMED STRATEGY UNINSPIRED CONTENT INADEQUATE ANALYTICS
Metrics that
don’t increase
leads or improve
visibility…
without a plan,
you’re just busy
NEW BRAND WORLD PROBLEMS
YOU REALLY LIKE ME A BILLION RETWEETS

23. BRAND CLARITY TRANSFORMATION GETTING SEEN AND HEARD TRANSFORMATIVE RESULTS
THERE IS A BETTER WAY
Optimize the brand experience of your
firm by learning the content of the online
conversation and where it occurs so you
can engage your buyers.
NEW BRAND WORLD PROBLEMS

24. BRAND TRANSFORMATION
SUPPORT THE ENTIRE CUSTOMER JOURNEY

25. DEVELOP
PERSONAE
CAPTURE
SUSPECTS
ENGAGE
PROSPECTS
SUPPORT THE ENTIRE BUYER JOURNEY
CREATE
EVANGELISTS
Regulatory GC ,
Financial Services
Company
Leads a team of lawyers
dedicated to keeping this
large company compliant.
Particularly concerned
about being up-to-date on
compliance issues.
HOOK MARKETING
GUALIFIED LEADS
LAND SALES
QUALIFIED LEADS

26. DEVELOP
PERSONAE
CAPTURE
SUSPECTS
ENGAGE
PROSPECTS
CREATE
EVANGELISTS
Regulatory GC ,
Financial Services
Company
Banner ad on industry
association site offers
webinar on regulatory
changes
HOOK MARKETING
GUALIFIED LEADS
LAND SALES
QUALIFIED LEADS
SUPPORT THE ENTIRE BUYER JOURNEY

27. DEVELOP
PERSONAE
CAPTURE
SUSPECTS
ENGAGE
PROSPECTS
CREATE
EVANGELISTS
Regulatory GC ,
Financial Services
Company
Landing page on firm site
collects name, company,
role, email info and provides
download of agenda
HOOK MARKETING
GUALIFIED LEADS
LAND SALES
QUALIFIED LEADS
SUPPORT THE ENTIRE BUYER JOURNEY

28. DEVELOP
PERSONAE
CAPTURE
SUSPECTS
ENGAGE
PROSPECTS
HOOK MARKETING
GUALIFIED LEADS
LAND SALES
QUALIFIED LEADS
CREATE
EVANGELISTS
Regulatory GC ,
Financial Services
Company
Email offer for
bi-weekly
regulatory
changes update
TODAY
SUPPORT THE ENTIRE BUYER JOURNEY

29. DEVELOP
PERSONAE
CAPTURE
SUSPECTS
ENGAGE
PROSPECTS
HOOK MARKETING
GUALIFIED LEADS
LAND SALES
QUALIFIED LEADS
CREATE
EVANGELISTS
Regulatory GC ,
Financial Services
Company
Law firm offer to
Big Regulatory
Show attendees
for breakfast or
happy hour
reception near
event
SUPPORT THE ENTIRE BUYER JOURNEY

30. DEVELOP
PERSONAE
CAPTURE
SUSPECTS
ENGAGE
PROSPECTS
HOOK MARKETING
GUALIFIED LEADS
LAND SALES
QUALIFIED LEADS
CREATE
EVANGELISTS
In-house lawyer becomes client
and evangelist for the firm and its
referral network
Regulatory GC ,
Financial Services
Company
SUPPORT THE ENTIRE BUYER JOURNEY

31. BRAND TRANSFORMATION
LIVE WHERE THEY LEARN TO GET ENGAGED

32. NON-LINEAR
PURCHASE PATH
PINPOINT DIGITAL
CHANNELS
ANALYZE RELEVANT
CONVERSATIONS
LEARN WHICH CHANNELS
OWN THE CONVERSATION
TARGET LIKE-MINDED
AUDIENCES
DIGITAL DEMAND MAPPING
THE PATH TO
PURCHASE
IS NOT LINEAR.

33. NON-LINEAR
PURCHASE PATH
PINPOINT DIGITAL
CHANNELS
ANALYZE RELEVANT
CONVERSATIONS
LEARN WHICH CHANNELS
OWN THE CONVERSATION
DIGITAL DEMAND MAPPING
TARGET LIKE-MINDED
AUDIENCES
SO WE
FOLLOW THEIR
SEARCH WITH
KEYWORD
RESEARCH.
Google Keyword
Planner
Google Trends,
SEM Rush

34. NON-LINEAR
PURCHASE PATH
PINPOINT DIGITAL
CHANNELS
ANALYZE RELEVANT
CONVERSATIONS
LEARN WHICH CHANNELS
OWN THE CONVERSATION
TARGET LIKE-MINDED
AUDIENCES
DIGITAL DEMAND MAPPING
Crimson Hexagon
LISTEN IN ON
TOP CHANNELS
TO TOPIC AREA
CONVERSATIONS.
FIND
INFLUENCERS.

35. NON-LINEAR
PURCHASE PATH
PINPOINT DIGITAL
CHANNELS
ANALYZE RELEVANT
CONVERSATIONS
LEARN WHICH CHANNELS
OWN THE CONVERSATION
TARGET LIKE-MINDED
AUDIENCES
DIGITAL DEMAND MAPPING
IDENTIFY
CHANNELS
HOSTING MOST
CONVERSATION.
Klear and
Personifind
FIND
COMPETITORS.

36. SO WE CAN FIND
LIKE-MINDED
AUDIENCES
THROUGH
ORGANIC AND
PAID CHANNELS
(SEO/SEM, TARGETING
INFLUENCERS).
NON-LINEAR
PURCHASE PATH
PINPOINT DIGITAL
CHANNELS
ANALYZE RELEVANT
CONVERSATIONS
LEARN WHICH CHANNELS
OWN THE CONVERSATION
TARGET LIKE-MINDED
AUDIENCES
DIGITAL DEMAND MAPPING

37. BRAND TRANSFORMATION
FOLLOW A METHODICAL PLAN

38. MEASURE,
ANALYZE &
ADJUST
CAPTURE
&
CONVERT
DISTRIBUTE
VIA
CHANNELS
DEVELOP
MESSAGING
PACKAGE
CONTENT
HOW YOU SEE YOUR WORK

39. BUSINESS
GOALS
STRATEGY AND
DATA INSIGHTS
BRAND STORY AND
DEFINE CHANNELS
DEVELOP MESSAGING
AND PACKAGE CONTENT
DISTRIBUTE
VIA CHANNELS
CAPTURE
AND CONVERT
ANALYZE/
ADJUST
TO CAPTURE, CREATE THE OFFER BUYERS WANT
CREATIVE CONTENT PLATFORM
Strategic platform and specs for creative & content
EDITORIAL IDENTITIES
Create editorial voice and point of view to communicate
with each persona
SOCIAL MESSAGING
Make the brand argument and give proof
CONCEPTS
Visualize and verbalize the strategic platform

40. BUSINESS
GOALS
STRATEGY AND
DATA INSIGHTS
BRAND STORY AND
DEFINE CHANNELS
DEVELOP MESSAGING
AND PACKAGE CONTENT
DISTRIBUTE
VIA CHANNELS
CAPTURE
AND CONVERT
ANALYZE/
ADJUST
TO CAPTURE, USE ALL YOUR ASSETS
DIGITAL ASSETS
Website
Calculators
Surveys
Images & Video
Targeted Content
SEO
OWNED
ADVERTISING
Paid Search
Display
Remarketing
SEM
PAID CONTENT
Sponsored Articles
Promoted Posts
PAID SHARED
INFLUENCERS
Comments
Shares/Likes
Content
SOCIAL CHANNELS
Brand Communities
Ratings Sites
Blogosphere
MEDIA RELATIONS
Influencer Relations
Editorial Coverage
EARNED
Use an integrated approach to
drive awareness, engagement
and customer acquisitions

41. BUSINESS
GOALS
STRATEGY AND
DATA INSIGHTS
BRAND STORY AND
DEFINE CHANNELS
DEVELOP MESSAGING
AND PACKAGE CONTENT
DISTRIBUTE
VIA CHANNELS
CAPTURE
AND CONVERT
ANALYZE/
ADJUST
TO CAPTURE, USE PR TO AMPLIFY THE MESSAGE
PLAN THE WORK, WORK THE PLAN
Match goals to existing content and opportunities
MAKE INDUSTRY CONNECTIONS
Speaking and POV opportunities, trade shows, awards
and relationships strengthened
CAPTURE MEDIA ATTENTION
Identify news hooks and pair with target properties
CREATE AN EDITORIAL TIMELINE
Develop a media relations calendar and stick to it

42. BRAND TRANSFORMATION
NURTURE THE LEAD THROUGH AUTOMATION

43. BUSINESS
GOALS
STRATEGY AND
DATA INSIGHTS
BRAND STORY AND
DEFINE CHANNELS
DEVELOP MESSAGING
AND PACKAGE CONTENT
DISTRIBUTE
VIA CHANNELS
CAPTURE
AND CONVERT
ANALYZE/
ADJUST
TO NURTURE, AUTOMATE THE MARKETING SEQUENCE
INTEGRATION REQUIRES:
Website tracking codes
Landing page template development
Email template development
Calls-to-action
Form fields/data capture
Social channel integration
SEO/keyword tracking

44. BUSINESS
GOALS
STRATEGY AND
DATA INSIGHTS
BRAND STORY AND
DEFINE CHANNELS
DEVELOP MESSAGING
AND PACKAGE CONTENT
DISTRIBUTE
VIA CHANNELS
CAPTURE
AND CONVERT
ANALYZE/
ADJUST
TO NURTURE, AUTOMATE THE MARKETING SEQUENCE
Segmentation produces greater returns on marketing
activities by driving personalization—tailored messages based
on specific goals per segment.
A/B Testing can be integrated into the campaign to test
specific elements, like CTAs, landing pages, subject lines, and
design elements.
Workflows automate timely, relevant communications based
on user behavior and interaction with your marketing activities.

45. BUSINESS
GOALS
STRATEGY AND
DATA INSIGHTS
BRAND STORY AND
DEFINE CHANNELS
DEVELOP MESSAGING
AND PACKAGE CONTENT
DISTRIBUTE
VIA CHANNELS
CAPTURE
AND CONVERT
ANALYZE/
ADJUST
TO PRIORITIZE, ANALYZE
WHAT’S WORKING? WHAT’S NOT?
PERSONA DISPLAY VIDEO AD SOCIAL AD EMAIL SEARCH WEBSITEEVENT REFERRAL COST PER
ACQUISITION
$$
$$
$$
$$
$$$$$ $$$$$ $$$ $$$

46. BRAND TRANSFORMATION
TRACK RESULTS

47. TO PENETRATE A NEW INDUSTRY, LEAD IT

48. TO PENETRATE A NEW INDUSTRY, LEAD IT
 the research book is in its 5th printing
 300+ prospects (leads) attended the
firm symposium
 50+ media placements have been
earned.
 the white paper appeared in various
business and industry journals
 the dedicated microsite is one of the
firm’s most highly trafficked internet
properties

49. TO PROMOTE A NEW SERVICE LINE,
DRIVE THE CONVERSATION

50. TO PROMOTE A NEW SERVICE LINE,
DRIVE THE CONVERSATION

51. TO PROMOTE A NEW SERVICE LINE,
DRIVE THE CONVERSATION

52. TO PROMOTE A NEW SERVICE LINE,
DRIVE THE CONVERSATION

53. TO PROMOTE A NEW SERVICE LINE,
DRIVE THE CONVERSATION

54. TO PROMOTE A NEW SERVICE LINE,
DRIVE THE CONVERSATION
 67 qualified leads!
 the press release was viewed 771 times,
resulting in nearly 50 inquiries from
media outlets
 articles appeared in local and industry
publications statewide
 web traffic increased 65% in the month
after launch and is up 600% from the year
before!

55. BRAND TRANSFORMATION
QUESTIONS?

56. USE DATA TO FIND BUYERS
ONLINE AND COAX THEM TO
YOUR HAND
Brand Transformation
and Activation:
Demand Generation