"The traditional concept of growth hacking where you build tools and experiences to generate a large audience is coming to B2B."

Bill Rice
Bill Rice, CEO, Kaleidico

Bill Rice is CEO of Kaleidico, a digital marketing and branding strategy firm serving Personal Injury Lawyers, funded tech startups and seniors living community developers and operators. In this interview he shares success tips on lead generation and three hot B2B trends.

What’s your role in the company and what does your firm do?

My role is CEO of Kaleidico and I’m also the founder. Everything we focus on is primarily digital marketing. We specifically focus on clients that need help with lead generation.

What products and services do you offer?

At a top strategic level our primary pockets are digital and brand strategy. These act as engagement and pre-engagement to almost everything we do. From there we have a practice area around website design and redesign. This is mostly redesign. Then our third product and service area is marketing services and digital marketing execution. These are subdivided into content strategy, email marketing, Google AdWords advertising and SEO. So, we go all the way from strategy to website redesign and the ongoing execution of strategy and tactics.

What’s your role in the company and what does your firm do?

My role is CEO of Kaleidico and I’m also the founder. Everything we focus on is primarily digital marketing. We specifically focus on clients that need help with lead generation.

What products and services do you offer?

At a top strategic level our primary pockets are digital and brand strategy. These act as engagement and pre-engagement to almost everything we do. From there we have a practice area around website design and redesign. This is mostly redesign. Then our third product and service area is marketing services and digital marketing execution. These are subdivided into content strategy, email marketing, Google AdWords advertising and SEO. So, we go all the way from strategy to website redesign and the ongoing execution of strategy and tactics.

Who do you help?

We focus on personal injury law firms. We also do emerging technology for first or second round funded startups in some sort of emerging technology space. Our third area of focus is senior living communities. These are developers and operators of large high-end senior living communities offering independent living, assisted living, memory care or a continuum of care and lifestyle.

As far as the size of firms we work with, we help mid-market law firms up to the largest in a market. So, we’re at the higher end of the market. For emerging tech they’ve usually got their A or B round of funding and with senior living communities we are often working with companies or organizations that have six or more. So, these aren’t necessarily just a building but true communities.

What challenges do your customers typically have?

We started helping personal injury firms modernize their online and offline presence. But in the last two years it’s increasingly focused on generating new cases online. Everything’s moving digital and they know they must start generating their case inquiries online. That’s their number one focus.

In the case of emerging tech, we have a solution we call Zero to raction. During the angel round of emerging tech, they’re trying to prove out the technology. Then in the subsequent (A and B) rounds of funding they’re trying to prove there’s a market for their product. We’re doing campaigns to generate their first 100 or so clients. Usually from nothing. So, it’s proof of product and helping them get their first set of clients.

Then for senior living communities we help companies develop new residents in new communities. Our efforts then transition to helping them find new residents, to keep their communities full, which can be challenging.

Can you share a few success stories?

Large law firms don’t usually have somebody with a marketing title. But someone is often operating in that role the best they can. In one client we worked with they had an annual AdWords budget in excess of a million dollars. They asked us to come in for some digital strategy and review their Adwords management. They were under the impression they could set up Adwords, enter their campaigns, launch them and forget about them. They’d done that for over a year.

We saved them 40 percent of their budget just from the inefficiency of how they were optimizing their account. You’d think there’d be a reduction in leads, but for the first three to four months we maintained their lead volume on the same budget. Then we increased the number of leads they produced and for the rest of the year they were up 60 percent.

Another Adwords success story was for a senior living client. We reduced their cost to generate a lead by 150 percent. It’s pretty typical for senior living communities to buy from lead aggregators. So, we took their cost for generating a branded exclusive lead to less than what they were paying for a shared non-exclusive lead.

In the emerging tech space we did an SEO campaign where we defined a new set of keywords. We took over a keyword space and defined it as the new way for CTOs and CIOs to use that terminology. Through digital channels alone we brought in top tier financial institutions wanting to start using this innovative technology.

What are your thoughts on any upcoming trends for 2020?

There’s a couple of things we’re seeing in B2B. The first is that the traditional concept of growth hacking where you build tools and experiences to generate a large audience, a hot trend for years in the B2C world, coming to B2B, specifically for SaaS software.

In our web development division, we’re building tools, calculators and experiences to help B2B stakeholders build a case or internal pitch to champion inside their company. We’re able to build tools that allow them to get the documentation, the reference material or simply do some of the math to prove out their ROI. So, we’re doing a lot of innovative design and development to enhance traditional digital B2B marketing.

Another trend would be the resurgence of email, especially in the emerging tech space. This is where you use outbound email and a bit of technology for sales development reps to create highly targeted and customized campaigns. So, being able to pull in and target the right people using email, and then using outbound calling to get from Zero to Traction.

The third thing we’re seeing is that more people are focused on lead generation. Design or digital agencies have traditionally been focused on creating something beautiful. In fact, we have a catch phrase we use with clients, “it’s not beautiful if it doesn’t work beautifully.” That kind of defines the trend.

In 2020 there’ll be more of a conversation around how something works rather than how it looks. Businesses will be focused on generating leads and guiding customers into their sales funnel.

Your email address will not be published. Required fields are marked *