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9 ½ $ps to ROMI+
How will Portuguese CMO’s earn the respect and admira:on they deserve?
Michael Leander, Markedu Lda.
markedu.pt / @markedu / @michaelleander
“By 2020 customer experience is expected to
surpass product and pricing as the key business
differentiator”
Source: Forbes Insights “Customers for Life” in associa@on with Sitecore
Nudge to change people’s behavior and turn intentions into actions –
add to the experience
Foundational elements need “Fix’ing”
if CMO’s are to meet & exceed expectations
Tip # 1 sponsored by my mother
Respect your audience and pay attention to their
ever changing needs
Don’t bluff Be transparent
Be(come) easy to do business
wth in near real time & keep
your promises
Who is Michael Leander? ü As CEO, CMO have made
marke$ng mistakes consistently for 20+ years …
… and learned from most of them ü Speaker in 40+ countries ü Judged marke$ng awards in 15
countries … … great source of inspira@on for learning how marketers think & act ü Board member. Consultant,
trainer, speaker, father of many, husband to one
ü Founded Markedu and therefore consistently exposed to mistakes & solu$ons
You can win this today !
But wait – there’s more
Or you can win 1 $cket for the Mobile Marke$ng Masterclass on 20 May
2 winners will be randomly selected from all entries
1. Take a (fun) selfie, write a smart comment, post a cool video-‐snippet or quote a quote
2. Post on TwiDer, Facebook, YouTube, Instagram or Google+
3. MenNon #Markedu or #SND15 or @Markedu or @Michaelleander or @Appm_PT
4. You are welcome to Facebook on APPM’s and/or Markedu’s Facebook pages too
Winner will be announced today immediately aSer the last session
Tip # ½ Stop the
embarrassing focus on quantities. Start
obsessing about quality.
Don’t count the customers you reach – Reach those who count
@michaelleander
Tip # 2 – sponsored by Edward Create a culture of experimentation. Understand that
failure is a big part of your success.
Failing is not a problem. As long as your organization learn from each failure
Constant experimentation helps innovation evolve.
Reserve 10-15% of budget &
time for experimentation and testing
Experiments can lead to
unexpected positive results
Explore different ways
A $ 100 dollar experiment created massive success
Get 3 more $ps along with the full story in PDF format directly
to your email.
Email: michael@leander.me
Tip # 3 – sponsored by Valeria Big ideas. Big ideals. Take your CMO vanity
somewhere else
Think process and culture! Divorce “We should do this” ! Get a “Let’s do this” culture
Brilliant ideas are 1 in 1.000 and (very) expensive to generate.
Execu$on is bread and bu[er for CMO’s! Choose strong execu$on over brilliant ideas
VOTE FOR
Stories that last and campaign longevity
Tip # 4 – sponsored by SQL There is more to
marketing than art! Embracing science & technology won’t kill
you !
Most effective marketing channels ignored by Portugal CMO’s !
• SEO • Email markeNng • 3 • 4 • 5
Tip # 5 – Sponsored by Anastasia Mobility is not next year’s budget. It is happening now !
Being responsive is merely your entry ticket. What matters is the experience you deliver.
Me time accounts for 46% of time
spent on mobile
Shopping 12%
Socializing 19%
Tip # 6 – sponsored by my wife Learn how to count! Cheap is expensive
and expensive is cheap
Common misconcep$ons in
marke$ng Email is
CHEAP
Direct mail is
EXPENSIVE
Cost per order € 78
Cost per order € 98
Smaller apparent risk
Higher apparent risk
Be obsessed about your key
marketing numbers
Cost per order Cost per new customer Cost per lead Cost per acNon …
8 out of 10 CMO’s don’t know their CPL $
Tip # 7 – sponsored by Winnie, my sister Content means
nothing if it ain’t relevant in context !
What really decides consumers to buy or not to buy is the content of your adver:sing, not its form.
David Ogilvy
The Power of Paper
Mul@-‐channel really is mul@-‐channel. Across the board 25% of consumers prefer paper over digital in cri@cal stages of the buying cycle
3 big C’s: Context, Connectivity, Content
CONNECTIVITY
Desktop Phone Tablet TV
CONTEXT CONTENT
Watching Monday night football and has his phone
Awareness TV Spot and Twitter Sponsored Tweet Ad
As a high LTV prospect, loaded into Fb custom audience list
Awareness messaging via Fb newsfeed
DR remarketing mobile display ad with customized offer for Term Life Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad, recognized as same user
Customized, responsive offer landing page: Online quote
Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing pool Personalized offer email
Personalized site landing page with offer Segment A
Perhaps content isn’t King aSer all? Perhaps context is !
Tip # 8 – sponsored by my father Engagement is not a fad. Nor is relevance.
Getting and keeping anyone’s attention is difficult these days.
Buyers have an abundance of choices You need to “nudge” consistently to
earn the desired behavior. And occasionally push hard.
No more sex on the first date !
On average buyers engage with more than 11 pieces of content
before making a purchase decision
Meet the new AIDA A = ADenNon (Awareness) I = Interest D = Desire
E = Engagement
A = AcNon
Engage me
Many interacNons to convince &
convert
A = ADenNon (Awareness) I = Interest D = Desire
E = Engagement
A = AcNon
Personalized dialogue
Eyeballs
Engage
$
Engage
Nurture
Re-‐acNvate
AIDEA is the new black!
Tip # 9 – sponsored by reality check The immediate value of social media is in
the share. Like not like.
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement Share is good ac:on counts
Like is NOT a currency, engagements conver@ng to ac@ons are @michaelleander #appmpt
CMO’s need to own the experience across all channels #SND15 @michaelleander @markedu
Speak to customers and prospects in their language addressing the
problems, concerns and aspira:ons of individuals, not segments
Cross channel person
aliza:on and custom
iza:on
is the need of the ho
ur. Will CMO’s in Portugal succe
ed?
Obrigado Talk to me michael@leander.me
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