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

1. Presented by
Playing The Relationship Game in
Today’s Connected World
John Simpson
CEO – One North Interactive
Kalev Peekna
Managing Director, Strategy – One North Interactive

2. What do these brands have in common?

3. The Relationship Era
“The shift to a Relationship Era approach suggests a
decreasing reliance on the traditional use of mass
media to influence and persuade a passive audience to
buy more of whatever the marketer is trying to sell.
Relationship Era marketers embrace approaches that
build stronger relationships between their brands and
people.”
www.relationshipera.com

4. Some of the biggest, most savvy marketers are
purposefully ‘toning down’ their advertising.
http://digiday.com/brands/pgs‐new‐approach‐to‐digital

5. 1:1 Relationships now the focus of B2C
“The best form of marketing
is the kind that does not
feel like marketing.”
http://digiday.com/brands/pgs‐new‐approach‐to‐digital

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

7. The Relationship Cycle
One North’s Adaptation of the McKinsey Consumer Decision Journey.

8. The Relationship Cycle

9. The Relationship Cycle

11. Q1Q1
Generating Awareness
What percentage of B2B
organizations engage in cold
calling?

12. 30%30%
Generating Awareness
What percentage of B2B
organizations engage in cold
calling?
According to Sales Pipeline New
B2B Buying Process Internet
Marketing by John Cullen, stats
show that only 30% of B2B
organizations still cold call.

13. Organic discovery
“Relationships between people and brands have moved
beyond a structured research process to organic discovery.”
http://www.forbes.com/sites/gyro/2012/05/30/four‐ways‐brands‐can‐build‐better‐relationships

14. Organic is more authentic
Taco Bell creates a brand impression from an organic
opportunity.

15. Sharing: Will It Affect Brand Experiences?
What impact does sharing have on your brand when US and
UK sharing patterns start to resemble those of China or India?
http://www.slideshare.net/kleinerperkins/kpcb‐internet‐trends‐2013

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

18. Q2Q2
Driving Consideration
What percentage of purchase
decisions are completed
BEFORE the supplier is
contacted?

19. 57%57%
Driving Consideration
What percentage of purchase
decisions are completed
BEFORE the supplier is
contacted?
According to a McKinsey study,
57% of purchase decisions are
completed before a supplier is
contacted.

20. Context Drives Consideration and Loyalty

21. Driving Consideration Across Channels

23. Q3Q3
Loyalty
How many B2B Marketers
have programs dedicated to
client retention?

24. 55%55%
Loyalty
How many B2B Marketers
have programs dedicated to
client retention?
According to a survey by Loyalty
360 and SAS, only 55.4% of B2B
marketers address client retention
as a dedicated program or activity.

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

26. McKinsey B2B Brand Awareness Survey
McKinsey’s research revealed
that most B2B brands are
completely “talking past” the
drivers of 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.”

27. Are You Avoiding Loyalty?
According to the General Counsel Excellence Report:
• Only 1 in 8 (12%) of firms always meet up with
their clients to see how satisfied the legal
department was with their work
• 18% never meet with clients to discuss satisfaction
Source: General Counsel Excellence Report 2013
http://www.globallegalpost.com/publications/732553b59c50ba66c5f233141ee9226f

29. Q4Q4
Influence
How many General Counsel
cite referrals as the most
trusted source when
researching a law firm?

30. 86%86%
Influence
How many General Counsel
cite referrals as the most
trusted source when
researching a law firm?
According to the General Counsel
Excellence Report, 86% of general
counsel cite referrals as the most
trusted research source.
(65% use law firm websites, 57% use information
directly from the firm)

31. Your Clients Actively Refer
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

32. So What Does
the Relationship
Game Mean for
Me?
Big data will inform your
approach to developing
relationships

33. Big Data – It’s Everywhere
“The findings offer an
early glimpse of a new,
personalized Internet
where sites have the
ability to adjust many
things—look, content,
prices—based on the kind
of person they think you
are.“ ‐ WSJ

34. “Nearly 60% of chief marketers
in this year's poll admitted that
they've fallen short in their
usage of advanced analytics to
capture customer insight across
all touch points, and more than
half said they're failing to take
advantage of social networks to
curry customer collaboration.”

35. Big Data and B2B
Big Data in B2B Marketing isn’t about
tracking individuals; it’s about
tracking relationships. Big Data
offers the promise of linking discrete
marketing activities into a
comprehensive picture of business
development success.
34% of B2B marketers “sometimes”
attribute leads to more than one activity.
26% of B2B marketers attribute leads to
one or no marketing programs.
EventsEvents
EmailEmail
SocialSocial
WebsiteWebsite
PitchesPitches
MediaMedia
Source: Crains BtoB Magazine, http://prn.to/1dejRpf

36. So What Does
the Relationship
Game Mean for
Me?
Big data will inform your
approach to developing
relationships
Cross‐channel content
marketing becomes the
essential skill set of the
legal marketer

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

38. “Like it or not, you are a publisher”
– Brain Traffic

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

40. Multichannel Management is a sign of
maturity & effectiveness
Source: Digital Evolution in B2B Marketing, Marketing Leadership Council & Google.

42. So What Does
the Relationship
Game Mean for
Me?
Big data will inform your
approach to developing
relationships
Cross‐channel content
marketing becomes the
essential skill set of the
legal marketer
Stories, not taglines, will
represent our brand

43. From Ernst & Young to EY

44. Authentic Innovation

45. The Relationship Cycle