Many IP experts are using digital communication channels, such as LinkedIn, YouTube, or their webpages for online marketing and business development. The Online Marketing Guides of the 🎯 IP Management Pulse Newsletter are providing you with best practice examples from the global IP community and guides how to improve your online marketing.

The 🎯 IP Management Pulse summarizes the latest developments in global IP/IP management every 14 days. It includes the most important LinkedIn posts, IP experts who are worth following, deep dives into individual topics, online event information and an online learning nugget on IP management.

Here you can find the last issues in the archive and also subscribe. A fresh read with all the important IP Management content will be sent to the subscribers every second Thursday at 7.00 (CET), and the special editions about online marketing for IP experts, which also include a practice oriented guide with best practice examples, will be sent once a month.

The ⚙️ Online Marketing Guide “Customer Journey for IP Experts” covers the following aspects:

  1. What is a Customer Journey?
  2. Why are customer journeys important for online marketing by IP experts?
  3. What role do personas play in customer journeys?
  4. How do you build a customer journey as an IP expert?
  5. Best practice from working with our partners

The first section gives you an overview on the various stages of a typical customer journey and a guide how to map a client journey as an IP expert or law firm. Additionally, the differences to the concept of the sales funnel compared to the client journey are pointed out. Finally, the client journey concept is brought into the bigger perspective of content marketing. The second section focusses on the benefits, which IP experts have by using customer journeys for their online marketing activities. The third section explains the role of client personas in the creation of client journeys and how to define them in an individual case is explained in the fourth section. Please have a look at the following video for a practical walkthrough:

Finally, the guide provides you with practical examples how IP experts are successfully creating effective client journeys. The best practice examples in this guide are taken from Martin Wilming and Maria Boicova-Wynants.

If you want to learn more about Online Marketing for IP experts, you can subscribe to the 🎯 IP Management Pulse newsletter here or get directly in contact with Prof. Wurzer on LinkedIn.