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The Future of marketing
E xc l u s i v e ly f o r : D i g i ta l M o r n i n g s
@msweezey
ABOUT ME Mathew Sweezey Principal of Marketing Insights Salesforce Author of • Marketing Automation for
Dummies (Wiley) (2013) • Context Revolution (Harvard)
(2018)
High performers New research to show what a high performer is
New research on
To be successful, marketing leaders must view marketing as a primary product they create. Here we see how
marketing leaders rate their business performance versus their direct competitors, divided by performance level.
High-performing vs.
Underperforming Teams
96.3xmore likely to rate overall
business performance as
much stronger than their
direct competitors
Underperformers
High performers
Moderate performers
40%
30%
20%
10%
0%
50
%
60%
1%8%
71%
70%
@msweezey
EXECUTIVE BUY IN HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES
NUMBRER ONE TRAIT
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
human centered
GET PAST THE IDEA THAT YOUR DEMOGRAPHIC WILL ONLY ACCEPT STIFF, AND BORING.
Laughter: All people laugh, even CFO’s of the worlds biggest companies.
@msweezey
Track influence
45% of all customers have watched 1 video, a n d t h e y h a v e i n f l u e n c e d o v e r $ 1 0 0 m i l l i o n d o l l a r s i n p i p e l i n e .
T I P S F O R E X E C S U P P O R T
Results: It has driven a 28% increase in website visits and 25% more completed “Contact Us” forms.
@msweezey
Side benefit: Taulia's marketing is 4 years old with 12 team members. They have had zero voluntary turn over during that time.
@msweezey
Understand Modern Human Desires for media
@msweezey
51% of the time a CEO’s picks up their mobile device because they
are bored. - Pew Research “@msweezey
Social media is the modern
day smoke break
ESCAPE CONTENT
“
@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 IDEas
Follow these 103 Genuine Marketing thought leaders
@msweezey
h#ps://www.slideshare.net/MathewSweezey/103-genuine-marke>ng-thought-leaders-63565128
budgets This has a ton to do with what you can do
Dollar, dollar bills, y’all
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
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
How to go from established to market leader
exacttarget Cmo, TIM KOPP
Step 1: Double the budget to pay for new mega marketing hits, sff & connections.
@msweezey
Results: • 100k+ downloads. • Content marketing program of
the year 2012/2013 - cmi @msweezey
CNX 16’ Results: 5k+ marketers joined us 750k+ watched it live online $200M+ pipeline influenced
@msweezey
PRO TIP FOR TRADESHOWS
USE Ipads with pardot forms on them at the booth. This way you remove
manual input of data, and lead routing.
@msweezey
DYNAMIC The cool kids are all
Marketing must be contextual across all channels, and specific 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)
Context Must be dynamic
@msweezey
Web personalization: 57% of high performers use web personalization, where only 5% of underperformers use it.
@msweezey
C O N S I D E R U S I N G D Y N A M I C C O N T E N T B L O C K S
@msweezey
C O N T E N T B E C O M E S D Y N A M I C T O A P E R S O N
IF<lead>hasnotbeencontactedbysales<give>offer1,ifso
<give>offer2
@msweezey
MORE on STAGED CONTENT READ:
@msweezey
h#ps://www.clickz.com/3-2-1-nurturing-technique-for-lead-genera>on/34734/
agile production Agile is more than just a buzz word
The modern building process
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
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-marke>ng-research->me-spent-crea>ng-content-2892
@msweezey @msweezey
A better way to make it 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.
Agile Theory
Small and frequent iteration is the key to success when you operate in dynamic environments. Our marketing enjoinment is dynamic since our consumer, and channels are constantly changing. Technology also has now caught up to a place where instant iteration is possible.
User Stories
MVP
Review
Execute
How to Interview If you ask 9 people Via Phone These
three questions You’ll get it.
• What were you looking for ? • Did it meet your expectations ? • Have you seen better ?
@msweezey
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..
Example of Agile building
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-marke>ng
Tactics Agile is more than just a buzz word
The modern building process
High and low performers use the same tactics, but high performers
see 2x-3x the value. “
@msweezey
social media
marketing This is how to use social to smash it and drive serious lead gen.
Organic Reach is now 2-4% at best
@msweezey
How many Facebook followers? Who cares!
@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
NURTURING IS’NT EMAIL MARKETING
THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
INCREASED Lead flow
BY 16x @msweezey
“A” or “b” Howdoyouengagewithcontent
online?
“Webatchresearch”
Dailycontentconsump>on.UsuallyisLearn,andEscape.Happensacrossallmediachannels.HowweengagewithResearchcontent.
Batch Research Defined
Batch Batch Batch
LEAD GEN NURTURING’S REAL GOAL
MOVE TO NEXT STAGEY O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y
@msweezey
Example\
The first call to action is relevant to them at the moment.
Secondary call to action is for the next stage in the
buying cycle.
John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew
@msweezey
modern email Design
SKIP - HTML It doesn’t belong in nurturing emails, and let me prove to you why
@msweezey
Our job isn’t to be pretty. It’s to be effective. “
@msweezey
RICH TEXT is authentic I can not hand code HTML
and never have. So if I sign an email which is fully
formatted HTML it’s obviously an automated
email.
RICH TEXT is how humans write emails to each other. Short, to the point, and with
out formatting.
John, I didn’t know if you follow @jaybaer. He’s talking a lot about content these days. Check him out! best, Mat
@msweezey
1 5 t h l a r g e s t b a n k I n t h e U N I T E D S TA T E S D I D A S I D E B Y S I D E w i t h H T M L v R I C H - >
INCREASED ENGAGEMENT
BY 4x @msweezey
FOR MORE TACTICS
READ:
Marketing automation for dummies
@msweezey
Conclusion Putting a bow on all of this
You must transform the way you see marketing, not just
the tools and tactics. “
@msweezey
@msweezey Mathew sweezey
THANK YOU