Learn how consulting firms can increase client acquisition by turning their website into a client engagement tool.

1. A Digital Solutions Firm delivering
Marketing and Technology Solutions
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Websites That Engage

2. 1
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
2008
Buyers are doing most of their initial research online
before initiating conversations.
Shift in focus from traditional traditional techniques
like mail shots and cold calling, to techniques based
on websites and ‘content-based’marketing.

3. 2
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

4. 3
Consulting firms generate few client inquiries from their online
content - only 14% generated more than 100 inquiries
Few firms have an automated the process of sending online
viewer information tobusiness developers - only 21% say their
salespeople actively use the information marketers give them about
online viewers
Many consulting firms continue toengage inone-way
conversations - 66% of consulting firms do not permit viewers to
comment on articles online
State of Thought Leadership Marketing
While consulting firms have no shortage of innovative insights,
many of those ideas don't appear to make it to their websites
Source – 2013 Survey by the Bloom Group and AMCF

5. 4
True trusted advisor status only emerges post engagement
Achieving thought leadership status often revolves around the
sheer amount of (non-billable) time and effort required topublish
and promote wellcrafted thought leadership content
SEO for consulting firms isincredibly challenging due tothe
sheer amount of competition and the dominance of the mega-
consulting firms
Marketing Challenges
Virtually all consulting firms talk about and to varying degrees;
promote themselves as “Trusted Advisors” “Thought Leaders”

6. 5
Marketing Challenges
Finding something distinct to say is the biggest challenge

7. 66
MOVING UP THE
DIGITAL MATURITY
CURVE

8. 7
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
•Marketing-driven
•Interactive
•Some intelligence
•Disconnected assets
•Functional focus
Now
Digital Client Engagement
•Thought Leadership
•Personal and contextual
•Multi-device experiences
•Predictive 1 to 1 marketing
•Measurement
•Focus on ROI

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IT STARTS WITH UNDERSTANDING THE CLIENT

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The New Client
- Better informed
- Starts the buying process
- Has many options
- Decides whereto engage

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How do we engage with
the new client?

12. 11
The Halo
Effect

13. 12
Client-centric EngagementAcross Channels
Multi-channel, multi-device engagement at each client
touch point
Social and
Community
Website Email
Mobile
Have you solved
similar problems?
Social and
Community
Website
Email
Marketing
Mobile
360 Degree
Client Insight

14. 13
Websites of yesterday do not
engage the client

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Consulting firms should focus
on nurturing and client
engagement more than lead
generation

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McKinsey & Company
 Website showcases thought
leadership aimed to position the
brand
 Website focuses on engaging
clients with thought leadership
Consulting Firms leaders have moved towards
client engagement
Firms use content marketing to engage clients
Accenture
 Thought leadership across the site
 Types of content assets includes
whitepapers, publications and
videos

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APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2
CONTENT
MARKETING
3
MULTI-CHANNEL
EXPERIENCE
4 UX
5
KEY FUNCTIONAL
CAPABILITIES
6 MEASUREMENT
7 TECHNOLOGY

18. 1717
APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2
CONTENT
MARKETING
3
MULTI-CHANNEL
EXPERIENCE
4 UX
5
KEY FUNCTIONAL
CAPABILITIES
6 MEASUREMENT
7 TECHNOLOGY

19. 18
Understand your buying cycle
 Understand your customer’s mindset through the buying cycle journey
Segment your audience
 Determine the target groups within your audience
Map the messages
 Understand and align the messages with the segment and their objections
Implement the platforms
 Implement the multi-channel platforms
Using Buying Cycle to Define Engagement
Use the buying cycle to understand how, when and with
what to engage prospects at each step of buying process
Understand your
Buying Cycle
Segment your
audience
Map the
Messages
Implement the
Platforms

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Align Content to the Segmentation
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

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Need
Recognition
Information
Search
Evaluate
Options
Decision Engagement
IT
-Technical fit
-Product capability
-Performance
-Costs(budget)
-Company
credibility
-RFI/RFP Stage`
Problems that
need to be solved -SW proves itself
in customer’s
environment
-Demonstrate the
ability to solve
their specific
problem
-Relative to their
needs
-Demo using their
assets
-Prof services
engaged??
Ongoing support
and upsell
References
Research website
to find information
Example of a Buying Cycle
IT buyer looking for a consulting firm

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APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2 CONTENT MARKETING
3
MULTI-CHANNEL
EXPERIENCE
4 UX
5
KEY FUNCTIONAL
CAPABILITIES
6 MEASUREMENT
7 TECHNOLOGY

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55%
COMPANIES THAT BLOG GET
MORE SITE VISITORS
Source: Hubspot

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Key questions to ask
• How effectively do we
communicate our elevator pitch
• Will they understand what page
they're looking at and it’s
context?
• Will they know what to do next?
• Will it drive engagement? Is the
content valuable enough to drive
lead generation?
Content impacts experience
Content is a critical aspect of your experience
Things to consider
• Effective information architecture
• Merchandize products and
services
• Develop an effective content
strategy
• Thought leadership drives leads

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Merchandize content – looking good!
1. Merchandize your content and services– tangible or
intangible. Users are unwilling to wait for price
information.
2. Apple’s approach to merchandize products makes
the products appealing

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The Challenge with Content
Producing content that engages clients is a challenge
36% of B2B marketers said their
biggest challenge is “producing the
kind of content that engages
prospects and customers”

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Compelling content specifically mapped tobuyers’personas,
journey and buying stages is the most effective.
Develop an intelligent content strategy to get the right message
to the right person at the right time
Segment your Audience
Understand
Motivations/Pain Pts
Map the Messages
Understand
Communication
Channels
Content Strategy

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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

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Making TLM Matter to clients
Prospects Want Your Perspective, Not Your Service: they
wantto“buy into” your approach and perspective to
solving their problems
Take a Stand:
Develop a POV on
a subject
Tell Me Something I
Don't Already Know:
Make yourself
valuable to your
audience
Be Vertically Famous:
Be known for
depth in a
specialty
What Does Your
Competition Miss?
Fill the gaps in
their offerings and
messages
Develop Your "Voice":
Consciously create
a style and
approach to your
communication
Tell a Story: Make it
a long-term,
engaging
relationship—they
want to come back

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Content takes place in the form of:
Imagery(includinginfographics)
Video
Audio
Onlineutilitytools(e.g.WebsiteGrader)
Games
Use different types of content

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APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2 CONTENT MARKETING
3
MULTI-CHANNEL
EXPERIENCE
4 UX
5
KEY FUNCTIONAL
CAPABILITIES
6 MEASUREMENT
7 TECHNOLOGY

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100M
THE NUMBER OF
SMARTPHONE USERS
EXCEEDS 100 MILLION
WITHIN THE FIRST THREE
MONTHS OF 2012.
comScore, Inc. 2012

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24%
WITH NEARLY ONE IN FOUR
SMARTPHONE OWNERS (OR
24%) ALSO USING TABLETS
DURING THE FIRST THREE
MONTHS IN 2012.
comScore, Inc. 2012

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Responsive design
 Onewebsite:Notaseparatemobile
anddesktopsite
 HTML5&CSS3:Newtechnologies
tocreatesitesthatrespondtoscreen
sizesandorientation
 Futureproofing:Doyouknowwhatis
next?
Getting to a Mobile-first Strategy

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Example: Responsive Design

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APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2 CONTENT MARKETING
3
MULTI-CHANNEL
EXPERIENCE
4 UX
5
KEY FUNCTIONAL
CAPABILITIES
6 MEASUREMENT
7 TECHNOLOGY

37. 36
24%
OUT A GLOBAL SURVEY OF
500 BUSINESSES, 24
PERCENT OF THEIR ANNUAL
ONLINE REVENUE WAS LOST
DUE TO A BAD WEBSITE
EXPERIENCE.eConsultancy, June 2011

38. 37
B2B Website User Experience (UX)
User experience is a broad range of disciplines with
the objective delivering satisfying and engaging
experiences
User
Experience
• Branding
• Usability
• Information
architecture
• Design
Satisfaction
• Pleasure
• Fun
• Surprise
• Achievement

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What are the Culprits of poor UX?
What is regularly found
 Crowdedpage—lackofwhite
spacearoundelements
 Misalignedsitemap—menus
donotreflecttheimportance
andrelevanceofinformation
 Hierarchicalmenus—difficultto
usemulti-tiernavigation
 Deepsitenavigation—visitors
click3-4levelstogettothe
informationtheyseek
 Search—overwhelming,
irrelevantsearchresults
“Problems with text
legibility, task flow, links to
privacy and security
policies, and use of space
have dominated the top
failure list since 2005.”
Forrester, 2012

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Site map and Navigation
Sitemap
 Doestheorderofthemain
menureflectwhatisimportantto
visitors?
 Doesinformationhierarchyalign
withexpectations?
Navigation
 Howdeepmustvisitorsgoto
gettowhattheyneed?
 Domenussupporta“first
glance”overviewofnavigation
options?

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Page Structure and Typography
Page Structure
 Istheinformationstructuredin
orderasisfollowedbypeoples
eyes?
 Doesithavesufficientwhite
spacetomaketheinformation
standout?
Typology for readability
 Isthereanappropriateuseof
fontsize,type,colorandline
heighttoguidetheeye?

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Makeitobvious
 Putitwherepeopleexpect
 Makeitlooklikeasearchbox
Makeitconsistent
 Sameplaceoneverypage
 Samebehavioroneverypage
GoodPractice
 Use“Search”or“Find”insteadof“Go”
 Includeasamplesearchqueryinthe
inputtosuggesttouserswhatfunction
canbeusedfor.
Search is your welcome mat

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APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2
CONTENT
MARKETING
3
THE POWER OF
CONTEXT
4
MULTI-CHANNEL
EXPERIENCE
5 SOCIAL MEDIA
6 UX
7
KEY FUNCTIONAL
CAPABILITIES
8
WEBSITE
CONVERSION
9 MEASUREMENT
10 TECHNOLOGY

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Identify hot and cold leads and those in between
Cold Hot

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Lead Scoring for Prioritization
Determining the Buying Zone
Low level of engagement
(Low level of how much the lead wants
to talk to us)
High level of engagement
(High level of differentiation driving
purchase intent)
High level of
Profile Match
(High level of how
much we want to
talk to the lead)
The Buying Zone
The only leads we should be
feeding to the sales field
Low level of
Profile Match
(Low level of how
much we want to
talk to lead)

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Split the Score
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.
45

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Measurement – Predict Performance

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APPROACH TO CLIENT ENGAGEMENT ON YOUR
WEBSITE
1
BUYING LIFECYCLE
AND CONTEXTUAL
EXPERIENCE
2
CONTENT
MARKETING
3
THE POWER OF
CONTEXT
4
MULTI-CHANNEL
EXPERIENCE
5 SOCIAL MEDIA
6 UX
7
KEY FUNCTIONAL
CAPABILITIES
8
WEBSITE
CONVERSION
9 MEASUREMENT
10 TECHNOLOGY

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What technologies impact conversion
Several platforms engage to drive conversion.

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1. Content Management (CMS): Supports personalized
interactions on the website
2. Marketing Automation Platform (MAP): Supports
personalized interactions via outbound digital channels
3. Customer Relationship Management (CRM): Supports
personalized interactions involving members of the sales
team
4. Integration and Mapping: Integrating the three systems to
create centralized buyer profiles that could then be mapped
toa defined buying process
5. Measurement and Reporting: Implementing the Reporting
andAnalytics tools necessary tosupport ongoing
performance measurement and management
Leveraging Digital Platforms
CMS + MAP + CRM + Context = Increased acquisition. It takes
both platforms and approach to drive improved acquisition

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The Trifecta for Richer Engagement
This Unified Customer Engagement Platform delivers an
experience based on a common customer context
Web CMS
Marketing
Automation
with
Analytics
CRM
Common
Customer
Context

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Your website is part of an integrated demand generation
approach

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