Learn how the world of marketing is evolving for B2B organizations in our #1NWebinar featuring CEO and One North founder, John Simpson, and Managing Director of Strategy, Kalev Peekna. To listen to the presentation, visit http://bit.ly/1zB22eD.

1. Forget the Funnel. Enter the Loop.
1/28/15
# 1NW ebinar

2. WELCOME!
#1NWebinar
John Simpson
Chief Executive Officer
jsimpson@onenorth.com
@johnlsimpson3
Kalev Peekna
Managing Director, Strategy
kpeekna@onenorth.com
@kpeekna

3. Consider the realities
of today’s
markteplace.

4. DID YOU KNOW:
#1NWebinar
• Only 30% of organizations still engage in cold calling.
• 57% of purchase decisions are completed before a supplier is
contacted.
• Only 55% of B2B Marketers have programs dedicated to
client retention.
• More than 75% of buyers are very likely to refer their firm.

5. You’re different … and
that’s okay.

6. A QUICK QUIZ
#1NWebinar
• 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.

7. FORGET THE FUNNEL
#1NWebinar
• The right audience is more
valuable than a large one.
• Buying decisions are only the
beginning of the conversation.
• There’s no room for loyalty in the
funnel.
• Buying decisions aren’t only
driven by the messages you
deliver to clients. They’re also
driven by what clients say about
you and to each other.

8. The Relationship
Cycle

9. #1NWebinar
THE RELATIONSHIP CYCLE

10. FINDING THE BALANCE
#1NWebinar
What Your Client Does
• Identify Need
• Research Solution
• Active Evaluation
• Formalize Relationship
What Your Firm Does
• Generate Awareness
• Drive Consideration
• Follow Up
• Establish Trust & Advocacy

11. #1NWebinar
THE RELATIONSHIP CYCLE

12. AWARENESS IN A WORLD OF ORGANIC DISCOVERY
#1NWebinar
“The Zero Moment of Truth (ZMOT), when
people research products before buying,
applies across all customer bases ‘whether
you're buying a big jet engine or a
refrigerator,’ says Beth Comstock, SVP and
CMO of GE.”
SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-
MOMENT-TRUTH.HTML

13. AWARENESS IN A WORLD OF ORGANIC DISCOVERY
#1NWebinar
SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-MOMENT-TRUTH.HTML
71% of people use the internet DAILY to make decisions about business
purchases
According to Forrester Research, the first thing 80% of people do when
they confront a problem or have a question is to go online and search for an
answer.

14. AWARENESS IN A WORLD OF ORGANIC DISCOVERY
#1NWebinar
SOURCE: HTTP://WWW.GOOGLE.COM.AU/THINK/COLLECTIONS/ZERO-MOMENT-TRUTH.HTML
“The internet clearly is now the new trade show.”
Sam Sebastian, Google

15. #1NWebinar
THE RELATIONSHIP CYCLE

16. WINNING CONSIDERATION WITH CONTEXT
#1NWebinar
Content
Marketing
Delivers education or
useful information
Context
Marketing
Adds timing to content
marketing, taking into
account the specific
personality of the
customer

17. DRIVE CONSIDERATION
#1NWebinar
We instinctively practice ‘context marketing’ offline, but are we
doing it online as well?

18. DRIVE CONSIDERATION
#1NWebinar
Context turns ho-hum visit into
international news.

19. DRIVE CONSIDERATION
#1NWebinar
Context brings content to life.

20. #1NWebinar
THE RELATIONSHIP CYCLE

21. FOSTERING LOYALTY
#1NWebinar
“Loyalty counts more and costs less than awareness.”
Harvard Business Review
• Let's 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

22. INFLUENCE, THE GIFT THAT KEEPS ON GIVING
#1NWebinar
88% of B2B professional
service buyers are likely or
very likely to recommend
providers to friends or
colleagues.
Source: Hinge Marketing, How Buyers Buy Professional
Services

23. How You Can Use It

24. #1NWebinar
HUMAN-CENTERED
DESIGN
Avoids the firm’s
objectives in favor of
the audience’s needs
BRAND-CENTERED
DESIGN
Focuses on the firm
without respect to the
human/audience
RELATIONSHIP-CENTERED DESIGN
Balances the firm and audience’s needs
RELATIONSHIP-CENTERED DESIGN

25. USING DIGITAL ACROSS THE CYCLE
#1NWebinar
We are bombarded with experts proclaiming the “truths” of our
“digital age.” Taking the relationship perspective helps you
understand which “truths” have immediate, strategic impact:
• Digital permeates every step of the cycle, whether in a
leading or supporting role.
• Social communications, especially beyond branded channels,
increases the influence of influence. Every interaction matters
more.
• Mobile expands not just channels and platforms, but also the
contexts in which we interact with clients. We interact in
different places, at different times of the day, with different
people.

26. USING THE RELATIONSHIP CYCLE
#1NWebinar
The Relationship Cycle is a framework, not a methodology. Here
are three examples of how the Cycle expands your
understanding and directs you to strategic decisions:
1. Auditing your Activities & Priorities
2. Understanding your Audiences & Users
3. Mapping your Interaction Opportunities

27. Auditing your
Activities & Priorities

28. AUDITING ACTIVITIES
#1NWebinar
Many marketers confront the full range of their activities only during
budget season – which makes everything look like a tactic. Using the
Relationship Cycle can lend a more strategic view on what you do.
Start by considering all that your department does at each stage of the
client journey. Focus less on platforms, and more on actual activities:
Proposal
Preparation
Ads Pitches
Key Client
Program
Email
Marketing
Blogging
Awards &
League Tables
Client Events SEO
Industry
Events
Sponsorships
Lateral/
Partner
Recruiting
Brochures &
Biographies
Thought
Leadership
LinkedIn
Client Sat
Survey
Internal
Comms
????

29. SORT YOUR ACTIVITIES
#1NWebinar
Next, sort your activities into the appropriate phase of the cycle:
Generate
Awareness
Drive
Consideration Follow Up
Establish
Trust & Advocacy
Loyalty
Loop
Ads Proposals
Key Client
Program
Email
Marketing
Blogging SEO
Industry
Events
Client Sat
Survey
LinkedIn
Thought
Leadership
Brochures &
Biographies
Sponsorships

30. ADD DIMENSIONS
#1NWebinar
You can expand your strategic view by adding additional dimensions
to the matrix you’re building:
Generate
Awareness
Drive
Consideration Follow Up
Establish
Trust &
Advocacy
Loyalty
Loop
Activities • Ads
• SEO
• LinkedIn Posts
• Blogging
• Thought
Leadership
• Industry Events
• Biographies
• Awards
• Thought
Leadership
• Pitches • Key Client
Program
• Sponsorships
• Email
Marketing
• Client Sat
Survey
Priority
Resources
Content
Tools

31. ASK YOURSELF
#1NWebinar
As you build out your view, ask yourself some of the following
questions:
• Where are we lacking coverage?
• Where are we making the most impact?
• How would it change if we took a different perspective based on:
– Practice
– Industry
– Geographic Market
• Where do we expect my practitioners (consultants, lawyers,
bankers) to contribute?
• Do our activities accurately reflect our priorities?

32. ADDITIONAL THOUGHTS
#1NWebinar
Having priorities – paying more
attention to some activities and
less to others – is not a problem.
The problem is when priorities
become unintentional.
For example, most professional
services marketers know
instinctively the value of repeat
clients. But strikingly few have
programs design specifically for
clients in what we call the Loyalty
Loop.
Are you Avoiding the
Loyalty Loop?
General Counsel Report 2013
• 12% of firms always meet
clients to discuss satisfaction
• 18% of firms never discuss
satisfaction with clients
Corporate Data Litigation Survey
2015
• 59% of general counsel never
provide performance feedback
to outside counsel

33. Understanding your
Audiences

34. UNDERSTANDING AUDIENCES
#1NWebinar
This exercise is really a flipped version of the first – this time
from the client’s perspective.
Focus on what lies outside the actual work. Think back to all the
requests your department may handle or coordinate:
Research
reports
Industry
news
Who you’ve
worked with
before
Proof of
Expertise
Continuing
Education
Updates on
Work
Background
on your
Leaders
Suggestions
for Suppliers
RFP New Data

35. SORT NEEDS
#1NWebinar
Next, sort your activities into the appropriate phase of the cycle:
Identify Need
Research
Solution
Active
Evaluation
Formalize
Relationship
Loyalty
Loop
Research
reports
Industry
news
Who you’ve
worked with
before
Case Studies
Continuing
Education
Updates on
Work
Background
on your
Leaders
Suggestions
for Suppliers
RFPNew Data

36. ADD DIMENSIONS
#1NWebinar
As before, adding dimensions can enrich your understanding:
Identify
Need
Research
Solution
Active
Evaluation
Formalize
Relationship
Loyalty
Loop
Needs • Research
• Daily updates
• New Data
• References
• Suggestions
for suppliers
• RFP
• Background on
Leaders
• Proof of
Expertise
• Updates on
work
• Continuing
Education
• Leveraging
your networks
Content to
match need
How/where do
they find it?
Best way to
deliver content

37. ASK YOURSELF
#1NWebinar
As you consider your audience’s needs, ask yourself:
• Do we fully comprehend their needs?
• Are we fully meeting their needs?
• How are their needs changing over time?
• Where do they look for new information?
• What is they best way to deliver what they need?
• What kinds of data do we have to support our assumptions?

38. ADDITIONAL THOUGHTS
#1NWebinar
Most relationship-based businesses
understand their clients pretty well.
But there’s a danger in letting your
assumptions about what you know
go unchallenged.
For example, McKinsey’s research
reveals that most leading B2B
brands are completely “talking past”
the true drivers of client loyalty:
“Our research suggests a potential
stumbling block, though: a marked
apparent divergence between the core
messages companies communicate about
their brands and the characteristics their
customers value most.”
-B2B Brand Awareness Survey, 2013

39. Mapping your
Interactions

40. MAPPING INTERACTIONS
#1NWebinar
The last example exercise is really about what connects the previous two.
Consider each stage, from both yours and the client’s perspective, and identify
the interactions that matter the most.
Expand your scope to consider both digital and non-digital modes of
interaction:
Web Email
In
Person
Social
Media
Event Print

41. MAPPING INTERACTIONS
#1NWebinar
Most interactions hit multiple points in the cycle. Visually tracking them may
work better than using a bounded matrix:
Your Firm
Generate
Awareness
Drive
Consideration Follow Up
Establish
Trust &
Advocacy
Loyalty
Loop
Your Client
Identify
Need
Research
Solution
Active
Evaluation
Formalize
Relationship
Loyalty
Loop
Web
In Person
Email
Social

42. ASK YOURSELF
#1NWebinar
As weigh the relative impact and prominence of different modes of
interaction, ask yourself:
• Where are your interactions currently limited?
• Is there an opportunity to improve a particular interaction at a
particular point in time?
• How well coordinated are the different kinds of interaction? Are they
aware of each other?
• What is the client experience in each interaction? Does it align to
our brand?
• Do you know how to accurately measure the effectiveness of your
interactions?

43. ADDITIONAL THOUGHTS
#1NWebinar
No one kind of interaction can
govern the entire cycle. Your client’s
experience during the process will
always be made up of multiple, often
discrete interactions.
Most marketers have experienced a
pronounced increase in the number
of communication channels and
tactics they manage. Marketing’s job
is to ensure they coordinate to
create a comprehensive brand
experience across the entire cycle.
86%
Of B2B firms
invest in content
marketing 38%
Feel that their
content
marketing is
effective
75%
Do not have, or do
not document,
their content
strategy

44. Final Thoughts

45. KEY TAKEAWAYS
#1NWebinar
1. The marketing landscape is and will constantly be evolving.
2. Relationship-based businesses require a different model of
marketing – the Relationship Cycle – to meet their unique
business development needs.
3. The cycle can be used to inform your digital strategy, target
audience and map your client interactions.

46. Questions?