marketing automation & ip seminar presentation

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

Nik WhitePartnerBrabners LLP

Tel: 0151 600 3103Email: nik.white@brabners.com

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)

Any further questions or comments on tonight…

Thanks!

@instinctive_HQleon@weareinstinctive.co