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#1NWebinar – Getting Personal: Creating a Customized Interactive Experience

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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

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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

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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

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if (input parameters)

{

show (targeted content);

}

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Match site usage patterns to established user profiles

Anticipate visitors needs

Target visitor with relevant content

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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

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”

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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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