Marketing Has a Marketing Problem€¦ · Marketing That Matters How Brilliant Marketers Avoid Waste, Get Buy-In and Create More Impact Michael Brenner CEO, Marketing Insider Group

9/25/2017

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Marketing That Matters How Brilliant Marketers Avoid Waste, Get Buy-In and Create More Impact

Michael Brenner

CEO, Marketing Insider Group

Author, The Content Formula

@BrennerMichael

Marketing Has

a Marketing

Problem

@BrennerMichael

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CEOs

@BrennerMichael

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68% OF CEOS

EXPECT

MARKETING

TO DELIVER

REVENUE!

~ CMO COUNCIL SURVEY (DEC. 2016)

@BrennerMichael

B2B CMO’s greatest

challenge is showing

measurable ROI.

B2B Marketers claim

measuring marketing

effectiveness is their

greatest challenge

CEOs Expect

Marketing

To Deliver ROI

@BrennerMichael

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“WE NEED TO BE ON

INSTAGRAM”

“GET ON INSTAGRAM ASAP!”

“WE NEED TO BE ON

INSTAGRAM”

“GET ON INSTAGRAM ASAP!”

FIGURE OUT INSTAGRAM

@BrennerMichael

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THREE WEEKS LATER

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“WHAT’S UP WITH INSTAGRAM”

“COME ON FOLKS!”

BUY ADS ON INSTAGRAM

@BrennerMichael

THREE WEEKS LATER

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@BrennerMichael

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@BrennerMichael

MAKE OUR

BOSS HAPPY OR

MAKE OUR

CUSTOMERS SUCCESSFUL.

@BrennerMichael

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DO WHAT

WE ARE TOLD OR

DO WHAT

WE KNOW WILL WORK. @BrennerMichael

DRIVE REVENUE

DO SOMETHING

DO STUFF

@BrennerMichael

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WHO DO.

ALL. THE.

STUFF.

@BrennerMichael

@BrennerMichael

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@BrennerMichael

C h a r i ty B u s i ne s s I n s t i nc t

Content Marketing

What Brands Publish

What Customers

Want

Empathy @BrennerMichael

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@BrennerMichael

CONTENT MARKETING

PLATFORMS ARE

ASSETS YOU OWN

WITH REAL VALUE

THAT GROWS OVER

TIME.

NEED PROOF…

@BrennerMichael

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-

100,000

200,000

300,000

400,000

500,000

600,000

0

100

200

300

400

500

600

Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15

Traf

fic

# A

rtic

les

Content Marketing Revenue

@BrennerMichael

@BrennerMichael

9/25/2017

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B2B CMO’s greatest

challenge is showing

Cust Exp.

B2B Marketers claim

customer experience

is their greatest

challenge

CEOs Expect

Marketing

To Deliver CX

@BrennerMichael

@BrennerMichael

9/25/2017

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@BrennerMichael

D i r e c t o r , C o n t e n t C l e v e l a n d C l i n i c

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D i r e c t o r , C o n t e n t C l e v e l a n d C l i n i c


Company Impact

What Most

of us do

What Customers

Want

Culture of Empathy @BrennerMichael

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Company Impact

What Most

of us do

What Customers

Want


@BrennerMichael

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www.health.clevelandclinic.org

http://www.health.clevelandclinic.org/

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3-5 posts / week

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Company Impact

What Most

of us do

What Customers

Want


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@BrennerMichael

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Marketing Is

A Business

Asset @BrennerMichael

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@BrennerMichael

1. PAPERBOY 2. BABYSITTER 3. LAWN MOWER 4. LANDSCAPER 5. PIZZA HUT 6. CONCESSION STAND 7. STOCK BOY 8. CATERER 9. PAINTER 10. CONSTRUCTION WORKER 11. BANK VAULT DEPOSIT MANAGER 12. BANK DATA ENTRY 13. REFEREE 14. ORIENTATION LEADER 15. STADIUM USHER 16. STUDENT TUTOR 17. WAITER 18. BARTENDER COUNTRY CLUB 19. BARTENDER SEAFOOD 20. BARTENDER COLLEGE BAR 21. ENTERPRISE RENT A CAR. I PICKED PEOPLE UP 22. SANDWICH MAKER 23. IMPORTER / EXPORTER 24. NIELSEN ACCOUNT MANAGER 25. SALES REP (#2 IN COMPANY) 26. SALES MANAGER (CPG MANUFACTURER DIVISION) 27. #2 SALES DIRECTOR (RETAIL ACCOUNTS)

28. FIELD MARKETER 29. PRODUCT MARKETER 30. BOOTH BABE. YEAH I KNOW. IT'S A JOKE. 31. CORPORATE MARKETER 32. JOB I DON'T TALK ABOUT 33. CMO (ICR) 34. CMO (FULLTILT) 35. DIGITAL (SAP) 36. BLOGGER 37. STARTUP CO-FOUNDER (B2C) 38. CONTENT MARKETER (SAP) 39. SPEAKER 40. BOOK AUTHOR 41. WRITER 42. PUBLISHER 43. BOARD ADVISOR 44. STARTUP EXECUTIVE 45. EXECUTIVE COACH 46. CEO 47. CONSULTANT 48. NON-PROFIT BOARD MEMBER 49. STARTUP ADVISOR 50. DAD 51. COACH 52. HUSBAND 53. UNCERTIFIED THERAPIST

@BrennerMichael

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5. PIZZA HUT

@BrennerMichael



21. ENTERPRISE RENT A CAR. I PICKED PEOPLE UP

@BrennerMichael


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25. TOP SALES REP

@BrennerMichael



@BrennerMichael


28. MARKETING

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@BrennerMichael


@BrennerMichael @BrennerMichael

I was successful when I focused on customers.

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@BrennerMichael

@BrennerMichael

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@BrennerMichael

What the

world wants

What you

know

What you

love

Just a

dream

Happy

but poor

Bored

#WIN

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3% employees

30% clicks

10X connections

Help them

tell their stories! @BrennerMichael

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WE CAN’T

MAKE EMPLOYEES CARE ABOUT

OUR COMPANY,

OUR CONTENT,

OUR CUSTOMERS @BrennerMichael

What’s

In It For THEM?

@BrennerMichael

Grow connections 01

Build personal brand 02

Propel your career 03

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1 - 2 p o s t / m o n t h

R e a c h ed 2 3 M i l l i on

6 0 , 0 00 c l i c k s

1 - 2 p o s t / m o n t h

2 2 M i l l i on

5 8 , 0 00 c l i c k s

1 - 2 p o s t / m o n t h

1 8 M i l l i o n

4 9 , 0 00 c l i c k s

@BrennerMichael

3 employees

3-6 posts / month

63 Million Impressions

167,000 clicks

@BrennerMichael

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The 1-Question Survey™

Q: On a scale of 0-10, how likely is your manager to encourage your ideas

1.Encourage employees to share passions / expertise

2.Managers help employees build a business case

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@BrennerMichael

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Make our boss happy OR

Make our customers happy

@BrennerMichael

The ones who are

crazy enough to think that they can

change the world are the ones who do.

”

“

Steve Jobs

@BrennerMichael

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We need to

push

back

@BrennerMichael

@BrennerMichael

THE PUSH BACK

1. WHY DOES THIS MATTER

2. WHAT IS THE IMPACT

3. HOW WILL THIS BE MEASURED

@BrennerMichael

http://ctt.ec/dfg87

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M a r k e t i n g M a n a g e r C a pGe m i n i

2014 Annual Goals: 1.Increase Revenue

2.Elevate our Experts

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@BrennerMichael

P h i l M i c k e l s o n

C h r i s t e l B o e l j o n

T i g e r W o o d s

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Sponsor a Golfer?

Sponsor a Golfer!!!

Pushed back

@BrennerMichael

THE PUSH BACK




@BrennerMichael

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@BrennerMichael

THE PUSH BACK

1. Increase Awareness

2. Increase Sales / Market Share

3. Uhhhhhhhhhh….

@BrennerMichael

Ask: 0.1% sponsorship

Goal: Raise Awareness

Measure: 1M visitors

@BrennerMichael

9/25/2017

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Ask: 0.1% sponsorship

Goal: Raise Awareness

Result: 1M+ visitors

Result: $1 Million in Sales


P h i l M i c k e l s o n

C h r i s t e l B o e l j o n

T i g e r W o o d s

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Sponsor a Golfer?

Sponsor a Golfer!!!

Pushed back (again)!

Great Ideas Success

Bureaucracy Kill Great Ideas

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@BrennerMichael

THE PUSH BACK




@BrennerMichael

Results : $24 Million in Sales

@BrennerMichael

Ask: Double the budget

Measure: Double Awareness

and Sales

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Results : $24 Million in Sales

Employee Connections +37%

@BrennerMichael

Ask: Double the budget

Measure: Double Awareness

and Sales

@BrennerMichael

THE PUSH BACK

Allows us to bridge the gap

between the expectation to

get RESULTS and the

requests we get from the

organization.

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@BrennerMichael

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@BrennerMichael

@BrennerMichael

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THE

@BrennerMichael

Customer

An organization where everyone is focused on the customer.

@BrennerMichael

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EMPLOPYEES ARE

YOUR GREATEST

ASSET.

BUT HOW TO GET

THEM ON BOARD…

@BrennerMichael

@BrennerMichael

Customer

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What’s in it

for the customer?

@BrennerMichael

Customer

WHEN WE ASK

WHAT’S IN IT FOR OUR

CUSTOMERS

WE END UP ANSWERING

WHAT’S IN IT FOR OUR

COLLEAGUES @BrennerMichael

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@BrennerMichael

Companies focused on customer

impact and employee engagement

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@BrennerMichael

What’s in it for the Customer?

What’s in it for my Colleagues?

What’s In It For The Company? @BrennerMichael

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1. You are a Leader

2. Push Back

3. Put Your Customer at the Center

4. Ask WIIFTC?

@BrennerMichael

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Michael Brenner

CEO, Marketing Insider Group

Author, The Content Formula

@BrennerMichael

Questions / Book Me to Speak: [email protected]

Ask me anything at the Post-Presentation Huddle!

Documents

Marketing Has a Marketing Problem€¦ · Marketing That Matters How Brilliant Marketers Avoid Waste, Get Buy-In and Create More Impact Michael Brenner CEO, Marketing Insider Group