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Succeeding in the Infinite Future 3 systems for success A presentation created for Argyle Summit Boston 2015

Argyle CMO Summit, Boston 2015

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Succeeding in the Infinite Future 3 systems for success

A presentation created for Argyle Summit Boston 2015

•  Safe  harbor  statement  under  the  Private  Securi4es  Li4ga4on  Reform  Act  of  1995:  •  This  presenta4on  may  contain  forward-­‐looking  statements  that  involve  risks,  uncertain4es,  and  assump4ons.  If  any  such  uncertain4es  materialize  

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Safe  Harbor  

@msweezey This presentation will be covering a lot of slides in a very

short amount of time. If you would like to follow along on your device please find my slides posted to twitter under @msweezey. This presentation is compliments of Salesforce.com.

What is the biggest problem marketers face?

#1 New Business Development

We asked 5000 B2B and B2C marketers this question:  

They said: (http://www.salesforce.com/research)  

Q

A #2 Quality of leads #3 Keeping up with trends

What is the biggest problem marketers face?

We asked 5000 B2B and B2C marketers this question:  

Q

A How do we drive business amidst an entirely new consumer landscape?

Industrial Revolution

Taught us marketing was a by product of production, and the businesses had complete control of information about products, and the buying process. There were only 5 media channels.  

Limitless Channels There are currently 200+ channels, and Gartner

predicted in 2014 that by 2017 the CMO would have the largest IT budget in the company, taking it away from the CIO.  

Media Ubiquity More people in the world have access to a mobile

phone than have access to clean drinking water or electricity. The effects of this are only now beginning to be fully understood.  

Limitless Media On average there are 1,500 posts waiting for you on

Facebook, and on average you check Facebook 17 times per day (Ages 35-49). You also have 7.4 social channels on average.

Limitless Media Is very different This is over 12 hours per day, across

multiple screens. Tangling up work life, personal life, and everything else together.  

CNN reports there will be 50 Billion connected devices by the year 2020. That would mean devices out number people 7 to 1. Each device can create, distribute, and consume content as well, making them the largest creators of noise.  

Internet of Things

He Proved Media Consumption Changes

Human Actions Marshall McLuhan denotes how media has changed every society in his foundation text “Gutenberg Galaxy”. Campaigns have not caught up to the modern human, or how we use media.  

“For Richard Nixon to win the presidency he must lose 10

pounds.”  

-­‐Marshall  McLuhan  

“A” or “B” How do you manage your email in box?

“We now disqualify before we qualify”

We are faced with so much content we now disqualify content before we even begin to qualify it. This is a technique we learned on our own (heuristic) and use it as the standard way we now filter large sets of

data.

Attention Spans The average human based on a Microsoft study in

2013 has an average attention span of 8 seconds. This does not mean make “Snack-able Content”. This means you must deliver value faster.  

NINE SECONDS

Goldfish  have  an  a3en4on  span  of    

Buyers  harness  more  power  when  they  do  a  single  Google  search  than  all  of  NASA  had  in  1969  to  land  a  man  on  the  moon.  Anything  can  be  found  in  an  instant,  and  if  it’s  not  they  they  leave.      

INSTANT RESULTS

80% Bounce Rate

On visits from Adwords

71% Have been Disappointed by content

25% Will never re-engage If disappointed once

1.70 Page views

Per visit to your site

Why should you even care about this. You already have social media. You

already do content marketing. You’ve read the latest blog post from the experts, and do lead nurturing. Why should you

care?

Why Care?  

Our systems Don’t work For every 100 leads an aveerage

company generates they close .7 of them into actual business.

1.5 Forester estimates for every 100 leads a B2B company generates, best in class only converts 1.5 into revenue.

Production, Technology, Distribution, and Reach are all democratized making the relationship you have with your consumer the only sustainable competitive advantage.  

Large Scale Failure

of Fortune 500 companies are removed from the list in Last decade (2004-2015) 1/3

Content product is the largest single item in a marketing budget at 16% of the total budget. This is a result of the modern buyer and the marketer owing 80% of the sales cycle by 2020.  

Massive Inefficiencies

Of content a business creates never gets utilized. 70%

- SiriusDecsions Report  

We need New Systems We need a new coherent body of

ideas or principles which take into account the changed environment. Not just iterations of the old ones.

These are Not Systems You’ll likely say, “But I’ve got social media, marketing

automation, and do content marketing. I’ve got new systems”. You are wrong. You have new tools, and channels. We still use your same old systems, just on new channels.

Net Positive System 01

The company must have an understanding that limitless interactions must be controlled by a company Mindset of positive experience, or fail at the death of departmental campaigns.

Ship My Pants

National retailer spends millions on a campaign to get people to shop in their stores. The campaign was based off of an award winning tag line “Ship My Pants”. Yet it ended at very sour experience for many.  

“SHIP MY PANTS” �Infinite

Media Hurts Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign.  

“SHIP MY PANTS” �Net Positive Experience

Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.  

“It is not the height of your highs, but the valley of your lows which will shape your brand”

-Andrew Davis, Author of Brandscaping

“ “

This is the value of the “switching economy” this means switching from one product to another. This

makes the economy of switching the 10th largest economy in the world.

$1.7 Trillion

It takes

- “Understanding Customers” by Ruby Newell-Legner

Positive experiences to make up for one

unresolved bad experience.

Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content and create a net positive experience for every customer across all touch points. This is why companies like AT&T give CX a seat at the Executive Table.

Customer Experience belongs in

the C-Suite

Desirable Relationships 02

The human desire has shifted over time, yet our marketing practices are still based on the idea of mass publication is valuable to consumers. We must re learn what consumers desire, and what creates a valuable relationship for them.

Building relationships with consumers inner desires is what we should be focused on

Edward Bernay’s created Public Relations after learning from his

uncle Sigmund Freud the power of the unconscious mind. He create a

new form of strategic marketing which built relationships between

products and consumers inner desires.

Relationships focus on Human Desire

 

Experiences Are Made of

“Content”

Wrote  “Permission  Based  Marke4ng”  in  1999.  The  forward  to  this  book  was  Don  Peppers  who  co-­‐authored  “The  One  to  One  Future”  wriaen  in  1993.  Yet,  most  of  us  just  see  “Content”  as  something  we  create  and  mass  distribute.      

“Our job is to connect with people, and leave them better off than when we found them” - Seth Godin

“Consumers want honest and

authentic experiences”

-Joseph Pine II

Author of the Experience Economy, Authenticity, & Infinite

Possibilities

Nobody Ever Said “I want content”

They decide engage with content to solve goals, they engage with it because

it aligns with their purpose

The worlds best media brands are failing. BBC laid of 500 reporters last year. Gigaom the $22 million dollar backed media brand, who pioneered blogging closed it’s doors after 8 years in 2015. We need to be relationship brands.  

Media

Brands?

Path to Purpose

Google research done in 2013 proves it is no longer a linear journey to purchase, but rather helping consumers meet their purpose. When you do you increase purchases by 42%.  

Honest  experiences  help  them  fulfill  their  inner  desires,  and  discover  their  purpose.    

Their purpose’s for engaging with content are………

Fight Boredom

PEW research found that 51% of the time a CEO picks up their mobile device because they are BORED. We use the internet to fight boredom. This is the purpose at that time. It can lead to other things via passive discovery.  

Escape !People wanting to escape will lean on self discover and

social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. However the escape must be an honest, escape. It can not

be contrived by a business, but must be found by the person.

Read this article for more on creating humor in your content: http://www.clickz.com/clickz/column/2389218/create-better-content-via-humor

Kronos Case Study Kronos, a workforce

management software company, uses a weekly

comic to engage with their audience. Their comics are

consistently shared on LinkedIn two to 10x more than their corporate blog

posts.

Discover Things

The top 5 websites in the world are all “Search Engines”. We use search engines to discover things, but actively and passively.

Discover!Discovery is one of the greatest gifts of the internet. We

have both passive and active discovery modes.

Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook

Self Discovery The highest form of value the internet provides

to a human is self discovery. The instant nature to find what ever, and fulfill any purpose or desire instantly.  

“Mass  Publishing  is  the  lowest  form  of  value  the  internet  provides”  

 -­‐David  Weinberger  (  Co-­‐author  of  Cluetrain  

Manifesto)  

ActiveDiscovery

Anytime you do a search you are engaging in “Active Discovery” This is when you are looking, seeking, or wanting to find a specific item. “Amazon.com strives to be the e-commerce destination where consumers can find and discover anything they want to buy online.” – Jeff Bezos

PassiveDiscovery There is value in helping people discover

things. Amazon hires 473 “Data Scientists” to study their conversions, and it’s effect on the customer relationship. If they do something look at why.

Presence!Is the content which consumers create about themselves to

validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is

helpful, and does not require you to create more content.

Mediated Self

On average we have 7.4 social channels and project a different self on each one. The value to us is in expressing our being, and having that desire validate by others. The Power of a Like!  

“When you see people voting up your answer or adding their own replies in real time it makes you realize there’s a good group of people reading your stuff. I don’t get that immediate rush on my blog”

-Robert Scoble, Futurist and Social Media icon

“ “

Modern Media Releases Dopamine

To Be Released

Causing positive relationships, and a Pavlovian response to engagement.  The  New  York  Times,  called  Dopamine  “The  Molecule  for  Mo4va4on”  in  their  2009  ar4cle  on  neuroscience.  hap://www.ny4mes.com/2009/10/27/science/27angier.html?_r=0  

Dynamic Relevance 03

Building a system of relevance is the only way to scale personal relationships and create desirable experiences at scale required across infinite channels.

This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys.  

Static Experiences Follow Historical

Logic. Stop it!

Single View Of Customer

Buyers become highly fragmented beings across multiple channels. They are always connected, and always on. The only way to reach them is to know more about them, and understand what it takes to really be relevant to the modern buyer.  

You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of  those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other  rather  than  against  their  ver4cal.      

Behavioral Data

You  no  longer  compete  with  those  in  your  own  industry,  but  rather  the  best  of  those  fields.  Consumer  are  now  comparing  all  experiences  against  each  other  rather  than  against  their  ver4cal.      

Psychographic Data

Also  combine  with  all  other  internal  data,  created  in  a  CRM.      

Internal CRM Data

Authentic Journeys

Requires you to know each and every person, and demands a system of relevance which touches all aspects of your business. This puts the customer success platform at the heart of your marketing efforts. Then allows for scaling across all channels, with dynamic and predictive personalization. Facilitating both passive, and active discovery.  

Email  

Companies using predicative content on average are seeing an increase in revenue by 15% because it help facilitate discovery, and fulfills modern desire.

Predictive Content Dynamic content suggests

the best next piece of content given set algorithms

of most likely engagement.

Owned Experiences Creating customized

experiences also needs to happen both on your

website and via the email content.

+15% Revenue  

99% of all organisms who have ever lived on the earth are extinct due to environmental changes. The modern environment has changed the consumers desires a new type of mediated relationship. They will not respond to forced campaigns, and value self discover above all things. Creating a relationship able to support self discovery, and always be contextually relevant will require a new set of marketing systems. You only have one other alternative. Extinction.

Raphus  cucullatus  “DoDo  Bird”    

Conclusion:  

Thank you Mathew  Sweezey  

Principal  of  Marke4ng  Insights,  Salesforce      [email protected]  

@msweezey