The data from looking at over 7,000 businesses

Makings of a HIGH PERFORMER

@msweezey

Get the slides

GOOGLE

“ “ 51% of Millenials said their

bank had nothing to offer them over a competing bank.

Viacom Media Networks http://www.millennialdisruptionindex.com/

@msweezey

“ “ 71% of Millenials would

rather visit the Dentist than listen to what a bank had to say. Viacom Media Networks http://www.millennialdisruptionindex.com/

@msweezey

“ “ 73% of Millenials would

rather hand their financial services needs with Google, Apple, Amazon, PayPal, or Square than with their own nationwide bank.

Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey

CHANGE OR DIE

WHAT TO CHANGE INTO?

“ “ High performers

outperformer their direct competition by a factor of 96x

Salesforce Sate of Marketing 2016

@msweezey

Executive Buy In The number one key to being a high performer

82% OF HIGH PERFORMERS HAVE FULL EXECUTIVE BUY IN

@msweezey

They must buy into a new idea of marketing. Not just that they need

more marketing. “@msweezey

The problem: More media than ever is available & It is not from businesses

@msweezey

FOR CONSUMERS Filters / Algorithms / News feeds/ Search Results / Auto TAGGING

It’s all designed to weed out

bull sh!t. @msweezey

25,000 followers 2 organic facebook posts Total reach = 84 people

#truth

@msweezey

Purposeful Action Vs Branding

The idea most business leaders have of marketing was created for a different time and place. This is how modern brands succeed.

Action Branding

Shared Action + Shared Values = Shared Profit

First proposed by Cindy Gallop and put into action by Levi,

Action Branding proposes a new idea of how brands build

connections with consumers.

-Cindy Gallop in her NYC apartment

Shared Value

Get back to work. Both Levi and

Braddock had the same goal.

Shared Action

Levi hired the towns people to be in their ads, and gave $1 million to rebuild the city, and

created an ad campaign for the city.

Shared Profit They both shared in the profit. Braddock got back to work, and Levi showed their honest brand.

+ =

51% of the time a CEO’s picks up their mobile device because they are

bored. - Pew Research “

Social media is the modern day smoke break

ESCAPE CONTENT

“

Give people something to enjoy, and help them escape from their day. This is authentic to social channels.

@msweezey

Kronos uses these comics to share on

social media. They see 10x more engagement on these comics than their

corporate blog.

“

@msweezey

FOR MORE READ:

Humanizing Your Brand

@msweezey

h#ps://moz.com/blog/4-ways-to-build-trust-and-humanize-your-brand

Correct budget The number Two key to being a high performer

Maintain branding

15% headcount 80% programs 5 % tech + other

2-6% GR

Average budget

Fast growth

25% Headcount 65% programs 10% tech + other

7-12% GR

30% headcount 55% programs 15% tech + other

13-30% PR *Grossrevenue *Grossrevenue *Projectedrevenue

Where are high performing budgets going

@msweezey

With out executive buy in there is no way you will have a best in class budget.

70%

39%

59%

39%

39%

Digital Marketing Spend

Traditional Marketing Spend

Marketing tools and technology

Marketing consulting

Marketing headcount

Increase in Spending

Correct TOOLS The number Three key to being a high performer

High performers

use12 Tools on average

@msweezey

@msweezey

56%

57%

61%

48%

49%

51%

28%

21%

18%

18%

21%

17%

12%

5%

4%

5%

11%

4%

MarkeKnganalyKcs

WebpersonalizaKon

Emergingtechnology(e.g.,wearables,IoT)

Sociallisteningtools

MarkeKngautomaKon

Guidedselling

BreakDownofTools/PerformanceLevel

HighPerformers

ModeratePerformers

Underperformers

High performers are 19x more likely to be able to create a single

customer view. “

@msweezey

Journey must be personalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: •  CRM (system of record) •  Marketing Automation (system of engagement)

•  Website (owned engagements) •  Product (increased value)

Connected Journeys

Marketing Sales

Service

Single Customer View allows for contextual experiences to be automated on any connected channel.

Automation Platform (s) CRM

System of relevance

Allows for plug and play integrations with other apps who use data, and add to data.

Website Product API

Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow.

Correct Tactics The number Four key to being a high performer

High performers see 2x-3x the value from the same

tactics “

@msweezey

Of marketers say it takes 2-5 weeks to create a piece

of content.

42%Of marketers say it takes more than 7 weeks to create a piece of content.

1/3

1h#p://www.techvalidate.com/blog/2013-content-markeKng-research-Kme-spent-creaKng-content-2892 @msweezey

52% OF HIGH PERFORMERS use agile methods.

@msweezey

Agile is the modern production method. “

@msweezey

(speaking note: drop the mic here)

Agile structure & Agile process

*These can operate independent of each other

Agile PROCESS There are an infinitely growing number of marketing channels which require content. This brings about a new level of content we must produce. The only way to create enough content with a high enough success demands a new foundation on how we execute marketing campaigns. We must learn from other business departments who have faced similar issues.

Place your pin on the blue dot. Your goal will be to close your eyes

and then draw a straight line to the red dot. Stop when you get there.

Your line probably looks like this.

Now try again, but feel free to stop when ever you want. Leave

your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you

want.

Your second line probably looks like this.

User Stories

MVP

Review

Execute

Iterate This is the best way to create any future marketing asset, campaign, or program.

John, I noticed an article on Content experience, and thought you might like to give it a look.

John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer.

John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar..

AGILE EXAMPLE It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more

IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET. “

@msweezey

HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES

FOR MORE on AGILE

VIEW:

@msweezey

h#ps://www.slideshare.net/MathewSweezey/the-x-factor-the-secret-to-be#er-content-markeKng

More TACTICS

High and low performers use the same tactics, but high performers

see 2x-3x the value. “

@msweezey

Organic reach on social media is 2-4%. This is

because they are now a pay to play model. $$

@msweezey

Volvo Construction dealers sell $100 million dollars worth of new and used equipment each year with Facebook.

@msweezey

Paid SOCIAL + email

YOUREMAILDATABASE

UPLOADTOFACEBOOK/TWITTER

DISPLAYADSTOTHOSEEMAILS+

LOOK-A-LIKES

WHEN A SOCIAL AD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL

NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY

THEMSELVES

22@msweezey

P E R C E N T

Traditional Marketing

Digital Rapport building, lead generation

Sales Acquisition

20% 20%

The New Middle

60%

Creating, building, and managing relationships across social media will require frequent small and phatic gestures. These actions can not be created by

advertisements, or automations. They must be managed and executed by humans creating a new role for marketers, “The New Middle”.

a new marketing role

Micro Actions Small phatic gestures called “Micro

Actions” will be used by the new middle. These are likes, comments,

shares, re-shares, etc. They also have the ability to create instant

notifications on mobile devices by passing news feeds altogether.

Provide a use to “Like”They are able to reliably break through the infinite noise because they are warranted, wanted, and valued by consumers and can not be blocked by ad-blockers. They also fulfill consumers purpose for being social in the first place.

Engage Look to doing simple social enabled actions. These actions go deeper into their purpose. •  Like •  Comment •  Mention •  Share

@msweezey

Notifications Let the new middle know who to engage with and when. This is how the new middle improves the velocity of leads in the new selling market place.

People + Brand Look at both of these social profiles. Both engagements build the brand of Annuitas One is more human. @cahildago = Carlos Hildago, CEO Annuitas Group Followers = 11,401 @_annuitas = Annuitas Group, his company Followers = 1,999

“ By asking specific questions related to the content and mentioning the customers and people of interest from Twitter. I received engagement from the customers, who began to ask questions or agree or challenge points we made in the blogs….. They told us our approach was “refreshing” because we were building relationships without bombarding them with phone calls, emails and meetings (like the competition).“

@msweezey

Theyweresuccessfulatlandingatotalof$47millioninnewbusinessesfromtheRFP’sandnewbusinessesdirectlyfrom

theseefforts.

@msweezey

Conclusions

Thank You MathewSweezey

PrincipalofMarkeKngInsights,Salesforce@msweezey