You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation....

AXP Internal 9-Nov-16 1

Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero. Scale. Content is King. Influencers. Snapchat.. Instagram. Facebook. Optimize Pinterest. Agile. Brand Identity. Clickbait. Contextual Marketing. Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation. Innovate. Jacking. KPI. Low Hanging Fruit. Millennials. Omnichannel. Pain Points. Quality, not quanity. Repurpose. Retarget. Snackable. Storytelling. Transparency. Thought leader. UGC. Viral. Visual Storytelling. Personalization. Inbox Zero.

You can’t do it all. Overcoming marketing’s biggest challenges.

Taylor Corrado | @TaylorLCorrado Marketer - American Express Global Business Travel

A little bit about me.

9-Nov-16 AXP Internal 2

A little bit about my work.

Reporting & Analytics

Social media

Customer marketing

Event planning

Sales alignment & enablement

Writing

Partnerships

My biggest marketing challenge...

There is no sliver bullet.

Biggest Marketing Challenges

Taking on more than you can chew.

Focus is most important thing you can do.

How do you decide where to focus?

Before you do anything, ask yourself • “What are our goals?”

• “What are we doing to reach those goals?”

• “What are we doing that will not help us reach those goals?”

Reporting and attribution • Are you able to measure the ROI of you marketing efforts?

– Offline and online channels – Leads and customers per channel – Profitability per channel – Cost per lead or customer

• Do you have the right tools in place? – Website analytics; Lead pipeline tracking; Revenue reporting

Social & Paid • What channels will drive the most ROI?

– Ask you prospects and customers if and where they interact with brands the most

• What content will be most effective? – Test the same content on multiple channels, all with the same goal (traffic, leads, or sales)

• How much should I spend in paid channels?

– Depends on profitability per channel

Email & Email Nurture • How many emails should I send each month?

– Offer subscriptions frequency options • Do I even need email nurture?

– How long is your sales cycle? – How mature is your industry? – How big is your monthly lead volume?

• How can I segment my email nurture lists? – Depends on the data you collect

Content • What are the biggest challenges we are solving?

– Creating content themes – Survey your customers

• How can I maximize existing content? – Updating high performing, but out of date content – Repurposing content into different formats – Tell the stories of your customers

Your Website • Which channels are driving the most leads and wins?

– Lead attribution: Bizible, Kissmetrics, HubSpot

• What pages are people visiting and clicking through? – Heat mapping: Crazyegg.com, hotjar.com

• Where are visitors converting and how can I increase my conversion rate? – Conversion rate optimization: Optimizely

Listening.

Never stop listening to your customers, colleagues, & other marketers.

Your Customers

• Talks to hosts and travelers on the ground • Listens and responds on social media • Leverages user generated content to drive campaigns • Aligns with culturally relevant topics

Airbnb •Want to connect customer to the food source • Talks directly to the source of the food – the

farmers •Understands what their customers value in terms

of products and transparency from customer feedback surveys

Sweetgreen • Constantly talking on the ground with their

customers to establish empathy •Maps emotions to the buyer journey and shares

with sales • Tests marketing campaigns with a select audience

to gauge relevance and connection

Google – Apps for Work

How can you talk to customers?

• Online surveys

• Focus groups

• 1:1 interviews, in person or virtually

• On site observations

• During existing customer engagements like events

Your Colleagues

• Lunch & Learns

• Internal wiki or collaboration channels

• Outside the office communication

Marketers have an advantage…

There’s more content for marketers by marketers about marketing than any other

role or industry.

Listen to each other.

Other marketers • Who I listen to:

– Jay Acunzo: Unthinkable podcast – Gary Vaynerchuk: Youtube channel – Simon Sinek

• What I read: – Digiday Publishing, Brands, UK, Daily

newsletters – HubSpot Marketing Blog – InvisionApp blog – NewsCred Insights – Harvard Business Review

Perfection.

Raise your hand if…

You are not doing enough work up front to minimize the need for perfection.

Perfection kills momentum.

Setting up for success

• Brand guidelines (colors, imagery, fonts, etc)

• Voice, tone, and style guides for writing

• Social media policy

• New hire training (partner with HR)

Example: Guest blogging guidelines

AXP Internal http://blog.hubspot.com/marketing-guest-blogging-guidelines

9-Nov-16 32

Example: Guest blogging guidelines

Ignoring offline.

Connecting the dots • How can you drive traffic from offline

channels?

• How do you integrate digital with your events?

• What role does mobile play?

• Offline “channels” – 1 pagers/brochures – Printed decks – Speaking engagements – Customer events & tradeshows

Focusing on your competitors.

Our competitors…

Competitors

Outside our industry…

9-Nov-16 43 AXP Internal

9-Nov-16 44 AXP Internal

Look for inspiration and… • What design draws your attention

• What makes you click through

• What gets the message across and conveys value • What can translate to your brand and message

Don’t reinvent the wheel – learn from it and adapt.

Thank you!

You can’t do it all.Disruptor. Freemium. Gamification. Growth Hacking. Hyperlocal. Ideation....

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