Strategize a Smooth Tenant-to-tenant Migration and Copilot Takeoff
Future Of Consulting Firm Websites
1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
Future of
Consulting Firm
Websites
3. 2
IT IS THE WINDOW TO YOUR WORLD…
IT IS THE FIRST IMPRESSION … AND IT COULD BE
THE LAST…
4. 3
The importance of your website cannot be
overstated
Buyers use the site as a tool to buy
80% of buyers said they found
the vendor, not the other way
round.
Source: MarketingSherpa B2B
Marketing Benchmark Survey
Buyers are doing most of their initial research online
before initiating conversations.
Your clients find you
5. 4
The importance of your website cannot be
overstated
Website is the most important marketing asset for a b2b
organization
Website is the number 1 tactic
used
Source: B2B Technology
Marketing Benchmark Survey
6. 5
Difficult todifferentiate ina crowded market place
Everyone istrying tobecome a ‘TrustedAdvisor’, an
opportunity that presents itself post engagement
Becoming a thought leader isn't easy
Enormous commitment to publishing content
Contribution from a variety of resources
Lack of measurement topredict results
Marketing Challenges
Consulting firms find it difficult to generate leads and
engagement
7. 6
How do you differentiate
yourselves and engage
prospects in a crowded
marketplace?
9. 8
Moving Up the Digital Maturity Curve
Consulting firms need to focus on moving up the Digital
Maturity curve towards client engagement.
1995-2005
IT Led
•Brochure-ware
•Webmaster bottleneck
2005 – 2011
Marketing driven
informational
marketing
•Spray and pray
•Static content
•Ad-hoc thought
leadership
•Marketing-driven
•Interactive
•Some intelligence
•Disconnected assets
•Functional focus
Now
Digital Client Engagement
•Thought Leadership that engages
client
•Personal and contextual
•Multi-device experiences
•Predictive 1 to 1 marketing
•Measurement
•Focus on ROI
10. 9
Moving Up the Digital Maturity Curve
Consulting firms need to focus on moving up the Digital
Maturity curve towards client engagement.
1995-2005
IT Led
•Brochure-ware
•Webmaster bottleneck
2005 – 2011
Marketing driven
informational
marketing
•Spray and pray
•Static content
•Ad-hoc thought
leadership
•Marketing-driven
•Interactive
•Some intelligence
•Disconnected assets
•Functional focus
Now
Digital Client Engagement
•Thought Leadership that engages
client
•Personal and contextual
•Multi-device experiences
•Predictive 1 to 1 marketing
•Measurement
•Focus on ROI
12. 11
The new client drives the need for meaningful client
engagement
- Better informed
- Starts the buying process
- Has many options
- Decides whereto engage
13. 12
The client and their needs are the focus
Yourprospectshavethreequestions: Doyouknowmybusiness,Haveyou
solvedsimilarproblemsandCanIworkwithyou?
Social and
Community
Website Email
Mobile
Have you solved
similar problems?
14. 13
The client and their needs are the focus
Yourprospectshavethreequestions: Doyouknowmybusiness,Haveyou
solvedsimilarproblemsandCanIworkwithyou?
Social and
Community
Website Email
Mobile
Have you solved
similar problems?
16. 15
Client-centric Engagement Across Channels
Yourwebsiteexistsaspartofyoureco-system
Social and
Community
Website Email
Mobile
Have you solved
similar problems?
Social and
Community
Website
Email
Marketing
Mobile
360 Degree
Client Insight
20. 19
McKinsey & Company
Website showcases thought
leadership aimed to position the
brand
Website focuses on engaging
clients with thought leadership
Consulting firm leaders have moved towards client
engagement
Consulting leaders engage clients through exceptional content that is
merchandized, distributed across channels, and is measured
Accenture
Thought leadership across the site
Types of content assets includes
whitepapers, publications and
videos
22. 2121
6 STEP APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2
CONTENT
MARKETING
3
ENGAGING
EXPERIENCE
4
WEBSITE
CONVERSION
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
23. 2222
6 STEP APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE &
CONTEXTUAL EXPERIENCE
2 CONTENT MARKETING
3
ENGAGING
EXPERIENCE
4
WEBSITE
CONVERSION
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
24. 23
Understand your Buying Cycle
This is typically 5-6 stages clients pass through from the point
of need recognition to a purchase decision
25. 24
Segment and target content to buying lifecycle
Identify content that address customer expectations. Consider
buying cycle, segmentation, pain points and motivators
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms
26. 25
The right message to the
right person at the right
time leads to engagement
82% of prospects say content
targeted to their specific
industry is more valuable
67% say content targeted to
their job function is more
valuable
29% prefer content targeted to
their geography
*MarketingSherpa 2012
Context drives engagement
Context places the experience in the control of the visitor,
aligning to their expectations, leading them to the next steps
Context can be gathered
through the experience
Visitor generated (implicit digital
footprint), visitor supplied or
externally supplied (services like
DemandBase provide industry,
presence, location, revenue, etc.)
27. 26
Personalization through Context
Based on user behavior and digital footprint you can segment
users…
Next time the
person
comes back
to the site,
relevant
information is
presented on
the home
page banner
Navigates to
services page
and related
content
28. 27
Track the digital footprint and
segment users
• Track practices and industries
pages they visit
Look up data on industry and
location from external system
Segment into stages of the
buying lifecycle
Contextual, personalized experiences for consulting
firms
Consulting firms can create meaningful experiences by
understanding user needs and positioning appropriate content
Personalize experience to engage
• Targeted cased studies
• Industry information
• Home page directed towards
user context
• Position thought leadership
across the buying lifecycle to
drive conversion
29. 2828
6 STEP APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE &
CONTEXTUAL
EXPERIENCE
2
CONTENT
MARKETING
3
ENGAGING
EXPERIENCE
4
WEBSITE
CONVERSION
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
31. 30
Thought Leadership
Your website is the ideal vehicle for thought
leadership marketing (TLM) to drive client
Acquisition through engagement
WEBSITE
WHITE
PAPERS
WEBINARS EVENTS BLOGS FORUMS
35. 34
56%
56 PERCENT OF B2B
MARKETERS REPORTED
ACQUIRING NEW BUSINESS
PARTNERSHIPS BY UTILIZING
SOCIAL MEDIA
Social Media Marketing Report. 2012
36. 35
Social Media Adoption
The consulting world has now embraced social media. But many
of social media’s most potent tools remain untouched
Source – A Research Report by The Bloom Group, BlissPR and the AMCF
What are the Key Barriers to Using
Social Media in Thought Leadership Marketing?
38. 3737
6 STEP APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE &
CONTEXTUAL
EXPERIENCE
2 CONTENT MARKETING
3
ENGAGING
EXPERIENCE
4
WEBSITE
CONVERSION
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
39. 38
Consulting firms should focus on creating engaging
experiences that are measurable
User experience is a broad range of disciplines with
the objective delivering satisfying and engaging
experiences
User
Experience
• Branding
• Usability
• Information
architecture
• Design
Engaging
Experience
• Easy to find
thought
leadership
•Easy to read
Brand
alignment
41. 40
100M
THE NUMBER OF SMARTPHONE
USERS EXCEEDS 100 MILLION
WITHIN THE FIRST THREE
MONTHS OF 2012.
comScore, Inc. 2012
42. 41
AdoptingaMobile-firstStrategy
A Mobile-first Strategy
Think about your website as
MOBILE site first—start with
mobile as the premise for your
site
Why mobile-first?
1. Opportunity: A growing use of
tablets and smartphones
2. Constraints: Screen size,
Network speed, Modes of use
3. Capabilities: Location (GPS),
Visual input, Gesturing
“WE REALLY NEED TO SHIFT
NOW TO START THINKING
ABOUT BUILDING MOBILE
FIRST. THIS IS AN EVEN BIGGER
SHIFT THAN THE PC
REVOLUTION.”
Kevin Lynch, CTO Adobe
“WE'RE JUST NOW STARTING TO
THINK ABOUT MOBILE FIRST
AND DESKTOP SECOND FOR A
LOT OF OUR PRODUCTS.”
Kate Aronowitz, Design Director
Facebook
44. 43
Improve Findability: Site Search
Multi-faceted site search is critical to highly
satisfying and effective user experience
90%companiesreportthatsearchistheNo.1meansofnavigationontheirsite -
SearchTechnology:ResurrectingtheWeb’sWorkhorse,JupiterMediaMetrix
82%ofvisitorsuseSiteSearchtofindtheinformationneeded - SpecializeYourSite’s
Search,ForresterResearch
49% of visitors do not bother to reformulate their search queries
after first failed results - JakobNielsen,2011
46. 45
Position your leaders
Great bio pages
Letyourpeopleshinethrough
Reflectthecultureofthefirm,while
lettingthepersonbethefocus
Imageryisimportant
Look to law firms for
examples of great bio pages
47. 4646
6 STEP APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE &
CONTEXTUAL
EXPERIENCE
2 CONTENT MARKETING
3
ENGAGING
EXPERIENCE
4
WEBSITE
CONVERSION
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
50. 49
Merchandise your product –
make whitepaper seem like a
significant item
Simple and persuasive content
Obvious and Engaging call to
action
Simple forms
Call to action ‘tips’prospects over
Call to action is key to driving conversion
51. 50
Call to action buttons, offers,
copy and navigation drives
lead conversion
What tactics drive conversion?
Simple tactics drive leads
52. 5151
6 STEP APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE &
CONTEXTUAL
EXPERIENCE
2 CONTENT MARKETING
3
ENGAGING
EXPERIENCE
4
WEBSITE
CONVERSION
5
MEASURE
ENGAGEMENT
6
TECHNOLOGY THAT
ENGAGES
54. 53
Define your lead scoring model to measure
engagement
Score Description Marketing Action
A4
The right prospect but no
interest.
Priority but may need
specific “why now”
messaging.
B1
Good fit and very
interested.
Send to sales queue for
follow-up.
C1
Not the idea prospect but
very interested.
Will they ever be a good fit?
Continue to nurture.
D4 Wrong Fit. No interest.
Fulfill request and segment
out.
53