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Business and relationship development have been an increasingly important focus for law firms. So much of business development centers on one-on-one conversations with current or prospective clients, where lawyers are able to mold their message to the unique needs of each individual. Likewise, pitches, proposals and RFP responses are finely tuned and tailored to each deal. Join Jeff Small and Sarah Levine Meyer as they discuss how you can extend this customized approach to your digital marketing strategy. They explain the difference between explicit and implicit personalization and suggest techniques your firm can employ to better anticipate a website visitor’s needs and tailor messaging more appropriately to them. To view a recording of the webinar, visit http://bit.ly/XETICo.
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Awareness Interest Validation Engage
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What First-to-File Means for You
IP Highlight: Learn what the America Invents Act means for your patent procedures and litigation
Pharma Highlight: Understand how to preserve your First-to-Invent patent applications filed before March 16
Basic
Presence on the web, information on lawyers and practices
Tactical
Creating and exposing relationships amongst the content
Strategic
Measure traffic and target high value content through conditional personalization
Engaged
Predictive personalization through automation of targeting based on personas
Explicit Conditional
if (this)
{
that;
}
Predictive
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Keywords
Country
Region
City
Device OS
Referral
Campaign
IP address IP Owner
Visitor identification
Language
Day Time
if (input parameters)
{
show (targeted content);
}
Match site usage patterns to established user profiles
Anticipate visitors needs
Target visitor with relevant content
What First-to-File Means for You
IP Highlight: Learn what the America Invents Act means for your patent procedures and litigation
Pharma Highlight: Understand how to preserve your First-to-Invent patent applications filed before March 16
User gets to firm site by searching Google for “Intellectual Property Law Firm”
User gets to firm site by searching Google for “Pharmaceutical Industry Legal Experience”
IP Highlight: Learn what the America Invents Act means for your patent procedures and litigation
Pharma Highlight: Understand how to preserve your First-to-Invent patent applications filed before March 16
User has visited several IP Litigation profiled pages and matched “Intellectual Property GC” profile
User has visited several pharmaceutical industry profiled pages and matched “Pharma GC” profile
What First-to-File Means for You
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