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Interactive Inbound WorkshopAttract, understand and delight your customersLeon Rossiter
Why?
15 Years Ago……
Now….
Marketing Automation & Inbound Software and Strategies
• Can help to scale• Can help to manage customer relationships without
the need for a big team• Can automate growth and communications• Can help you to exit or raise money based on the
intellectual property within your sales and marketing data
Seminar Overview
1.Chris Rooney - Hubspot2.Nik White - Brabners3.Matt Johnson - Form4.Leon Rossiter - Instinctive Digital
Intellectual Property (IP)
Making the most of it and avoiding pitfalls
What is IP?• “IP is the oil of the 21st century.” – Mark Getty, co-founder of Getty
Images
• IP refers to “creations of the mind”
• Intangible but relevant for every business and potentially extremely valuable or even critical
• Not just a legal instrument but also a powerful financial asset, business tool and competitive weapon
Principal IP Rights• Copyright – for creative works• Trade Marks – for brands• Patents – for inventions • Design Rights – for appearance• Database Rights• Know-how/confidential information
Building valuable IP in your business• General IP policy/strategy• Mindset and awareness • Audit and due diligence • Identify and evaluate• Protect, maintain and enforce
• Clever branding• Distinctive; not descriptive• Differentiation • Clearance searches
• Ideas and innovations• Importance of maintaining confidentiality • Interface with other IP and exploitation strategy
• Third parties - input/IP/Services • Importance of contracts• Independent contractors - assignment/ownership – timely and proper
engagement • Third party IP – scope of consent/rights; limitations and restrictions• Control
• Assert and enforce• TM; ®;©• Confidentiality notices• “Keep off the grass” - tactics • Preserve and enhance value
• Data• Value and rights• Beware personal data - compliance and security
Good IP strategy…• Should always be considered and applied• Needn’t be complex• Needn’t be expensive• Will benefit from early consideration and early engagement
with professional advisors• Will create the right impression• Will generate value and ROI• Will assist business growth, funding and exit
Interactive Inbound WorkshopAttract, understand and delight your customersLeon Rossiter
Workshop Overview
1.Personas2.Benefits3.Offer4.Key Communication5.Instinctive Digital
tPersonas
What income do they receive each year?
What are they hoping to achieve in next year?
What are their likely job titles?
tBenefits
What do they get out of your product or service in medium term?
What will your product or service change for them?
How will you benefit them economically? e.g (profit, cost reduction, revenue, security)
tOffer
What knowledge, data or information do you possess
that is valuable to your audience?
Can this be a valuable offer that is downloadable, or requires input from your
audience ?
Come up with a title for your offer
tKey Communication
Quickly write down three things you want everyone to know about your product or
service.
Out of your new leads or interactions in the last year, how many do you think know
those three things about your product or service?
? 25% 50% 75% 100% ?
• Digital Strategy Formulation
• Content Strategy & Creation
• Web Development & Design
• Digital Advertising Management
• Conversion Rate Optimisation
• E-mail Marketing
• Automation Implementation (Drip Campaigns, Rules,
Auto Comms)
