Learn best practices to generate and nurture leads for capital raising from ethology's EVP of Strategy, Mike Corak.

1. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Public Advertising for Fundraising:
Digital Considerations
TiE
August, 2013

2. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
2
Mike Corak
EVP, Strategy

3. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
What I Was Asked to Discuss:
Lifecycle Marketing (Lead Nuturing)
3
Cultivate relationships with
“subscribers” that have conveyed
interest in speaking with you
through personalized and timely
communication
• Pre-engagement Acquisition
Campaigns (Opt-in)
• Communication Program
Welcome Messaging
• Funding Updates
• Product Progress Updates
• Company Updates
• Investor Communications
• Reactivation
(For those who haven’t engaged in x months)
Customer Lifecycle
Marketing
Social Media MarketingEmail/CRM Marketing
Acquisition
Conversion
GrowthRetention
Reactivation

4. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Top Lifecycle Marketing Program
Considerations
4
• Lifecycle Plan Creation: Consider messaging for all phases of the
relationship, prioritizing “conversion” and other relevant metrics
• Segmentation: Messaging customized (personalized) for each
audience segment per phase in the lifecycle
Examples. Prospect v. qualified lead v. investor
• Platform: Select messaging platforms based on plan needs
• Creative: create templates that render in all email clients and are
viewable on all devices (responsive), create in-demand content and
reasons to engage
• Integration: Ensure all channels, especially content, social, email,
website are guided by a common calendar and cross-promote
• Testing Measurement and Plan Adjustment

5. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Social Media’s Role in Lead Cultivation
5
Acquisition: Networking in social channels to grow
recognition. Leveraging content to build reach.
Conversion: Converting interest parties into contacts (social
fans/emails/contact information) and potentially investors
(direct conversations)
Growth and Retention: Keeping the conversation going by
publishing relevant content and having relevant
conversations with interested audiences

6. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Current Social Media Landscape
6
Entrepreneurs Investors
Hole in market: true social connective social network for both sides

7. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
B2B Social Media & Lead Generation: Explore
7
Evolution of Lead Generation
• On the rise:
• Twitter Posts: Points to content
• On-Site Communities: Generates new
leads
• LinkedIn Discussion Groups: Offers a
business-like social experience
• Losing Luster:
• Video Marketing: High cost & doesn’t
lend itself to skimming
• Facebook: Better for consumer
interaction
• Lacking Traction:
• Pinterest: Doesn’t necessarily translate
to B2B context
• Virtual Events: Requires too much time

8. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Social Media & Lead Nurturing: Convert
8
Lead Nurturing Tactics are
Changing too:
• On The Rise:
• Virtual Events: Better targeted at
decision makers at the bottom of the
purchase funnel (using your list)
• Twitter & Blogs: Platforms for pointing
to & disseminating engaging content
• Video: Best for existing prospects who
are willing to spend more time
• Losing Their Luster:
• Facebook: Consumer focused
• Pinterest: Does not translate
• Lacking Traction:
• Google Plus: Doesn’t have a large
enough audience (Yet)

9. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
What I Wasn’t Asked to Discuss:
Integrated, Full Funnel Acquisition Planning
9
1.6
Acts more as an
ASSIST INTERACTION
Acts more as a
LAST INTERACTION
Acquisition
OTHER
PAID
DISPLAY
CLICK
3.1
SOCIAL
1.9
EMAIL
1.4
DIRECT
0.5
REFERRAL
0.9
PAID
SEARCH
1.0
ORGANIC
SEARCH
0.8
LEGEND
2.2
A channel’s position on the chart is defined by the
“assist/last interaction ratio”
Future digital
opportunities with
increased investor
demand

10. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Content Marketing as a Start
10
• Creating online target audience focused content to meet
future content demand
• Turning topical interest into contacts and leads
(email/social contact collection)
• Blogging around business expertise to build street
credibility in your offering top of funnel to bottom
• Preparing for opportunities to enhance efforts with media

11. All Rights Reserved © ethology, Inc.All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Mike Corak
EVP of Strategy
Mike.Corak@ethology.com
@mikecorak
11