Playing The Relationship Game in Today’s Connected World
From our breakout session at the 2014 Legal Marketing Association Annual Conference For relationship-based businesses like law firms, the connections that firms make with their clients – and the connections these clients have with each other – have a profound effect on the amount of ongoing business and new opportunities they’ll win. Throw in the internet, and specifically social media, and the influence that current clients hold over your business grows exponentially. Thanks to the ever-connected world we live in, it is now essential that law firms align their marketing and business development efforts along what we like to call The Relationship Cycle. In this session, we John Simpson and Kalev Peekna discuss what this looks like from an interactive marketing perspective. They provide both in and out of industry examples of how businesses are reaching their clients at every point in their decision-making experience, establishing trust and creating advocates that help drive new business opportunities with current and prospective clients – as well as the tools they’re using to do so. If you liked this session, be sure to check out A New Category – The Relationship-Based Business by Kalev Peekna: http://bit.ly/12SfGDz
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Similar to Playing The Relationship Game in Today’s Connected World
Similar to Playing The Relationship Game in Today’s Connected World (20)
More from One North
More from One North (20)
Recently uploaded
Recently uploaded (20)
Playing The Relationship Game in Today’s Connected World
- 6. A Quick Quiz – True/False? • Revenue generation is not transactional • The buying decision is a long process • Your value to clients isn’t easily or quickly replaced • Client relationships are complex, involving multiple touch points between several individuals • Current clients are an important source of new revenue • What your clients feel about (and say about) your business strongly impacts the decisions of other clients
- 16. Forrester: The Age of the Customer Age of Manufacturing Age of Manufacturing • Ford • GE • RCA • Boeing Age of Distribution Age of Distribution • Walmart • Toyota • UPS Age of Information Age of Information • Amazon • Google • Intuit Age of Customer Age of Customer • Amazon • Southwest • UCAA 1900‐1960 1960‐1990 1990‐2010 2010 + With online reviews, social media, and mobile access, it’s easy for your customers to know more about your products, services, competitors, and pricing than you do. As strategy guru Michael E. Porter said: “Where the buyer has full information about demand, actual market prices, and even supplier costs, this usually yields the buyer greater bargaining leverage.” —Forrester, The Business Impact of Customer Experience, 2014
- 25. “Loyalty counts more and costs less than awareness” Harvard Business Review • Lets you add up to four family members in the same household to your account • One in 3 households will have access to Amazon Prime in 3 years • "Amazon Student" $39 version of Prime for folks with a valid .edu email address http://blog.launch.co/blog/the‐cult‐of‐amazon‐prime.html
- 37. The Rise of Content Marketing “Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e‐books, infographics, case studies, how‐to guides, question and answer articles, photos, etc. Content marketing is focused not on selling, but on communicating with customers and prospects.” • 93% of B2B marketers use content marketing Content Marketing Institute, 2014
- 39. Profile of Best‐in‐class B2B Content Marketer Most Effective Least Effective Has a documented content strategy 66% 11% Has someone who oversees content marketing strategy 86% 46% Average number of tactics used 15 10 Average number of social media platforms used 7 4 Percent of marketing budget spent on content marketing 39% 16% Challenged with producing effective content 35% 61% Source: 2014 B2B Content Marketing Trends, CMI