Case Study: One B2B Company s Fearless Use of B2C Marketing Tactics

Transcription

1 Case Study: One B2B Company s Fearless Use of B2C Marketing Tactics Ian Nelson Vice President, Marketing Practical Law Company Korrine Kirschenbaum Marketing Manager Practical Law Company

2 Case Study Background The company: Practical Law Company The marketplace: Law firms, corporations and law schools The product: Online legal resource for transactional lawyers The channel: The campaign objective: Generate trial sign ups to assist sales and increase brand awareness 2

3 Challenge New to the US legal market Selling into conservative industry during economic downturn Strong and better known competition Skeptical and critical prospect base Goals Build brand awareness and rapport with potential customers Help shorten the sales cycle by committing individuals to trials to build groundswell Conclusion: Speak one on one to recipients, like a B2C marketer 3

4 Adoption of B2C Strategy Target the message with deep database segmentation results in exceptionally personalized messaging Highly relevant, timely content to drive clicks and trial sign ups Make offers exciting Take clicks a step further by re interpreting the abandoned cart strategy for our audience 4

5 B2C Tactic #1: Target the Message Strategically segment the data to speak to customer wants and needs.

6 B2C Tactic #1: Target the Message Strategically segment the data to speak to customer wants and needs.

7 B2C Tactic #1: Target the Message o Large data team devoted to acquiring and maintaining data list hygiene is critical o Detailed research on each type of contact so that content can be focused and exploited to maximum potential o Structured, well focused database plan in place to maintain contacts at every level of the sales pipeline

8 B2C Tactic #1: Target the Message How we segment our data: Practice Area/Vertical o Corporate and Securities, Finance, Law Department, Law School, etc. Job Title/Position o Managing Partner, Jr. Associate, General Corporate Counsel, Law Student, etc. Recipient s Stage in the Sale Process o Prospect, Trialist, Subscriber

9 B2C Tactic #1: Target the Message Segmenting Opportunities Law Firms Prospects Corporate & Securities Sr. Partner Topical, Relevant Content Click Trial

10 B2C Tactic #2: Feature compelling offers and calls to action 10

11 B2C Tactic #2: Feature compelling offers and calls to action 11

12 B2C Tactic #2: Feature compelling offers and calls to action Give free access to the entire product for a limited time with a free trial sign up option. Clear calls to action. Keep s brief and focused on compelling content. Include more incentives free subscription to print product, etc.

13 B2C Tactic #3: Don t abandon the click 13

14 B2C Tactic #3: Don t abandon the click Trial Sign Up Lead Opportunities 14

15 B2C Tactic #3: Don t abandon the click Leads don t end at a trial. We take action with contacts who take any type of action with our campaigns. Abandoned clicks just as valuable as converted clicks. Use abandoned cart strategy to take action on those (almost missed) opportunities. Consistently feed customized clickthrough lead reports to the sales team for follow up to close deals.

16 Results In less than two years we have sold into almost 250 law firms, 150+ corporate law departments, and have 10,000+ individual users 47 out of the top AmLaw Firms now subscribe Over 2,000+ trials generated via s frequently referenced as reason for purchasing service 16

17 Summary and Key Takeaways Strategic data segmentation and database upkeep results in consistent opportunities for targeted messaging. As always, sending timely, relevant content is key to success. All actions present an opportunity for lead nurturing. Don t abandon clicks that don t lead to an immediate conversion. 17

18 Credits The team: o o o Giorgia Favaretto, Senior Marketing Manager, Practical Law Company Korrine Kirschenbaum, Marketing Manager, Practical Law Company Marin Feldman, Content Marketing Manager, Practical Law Company platform: Adestra 18