5 characteristics of confident marketers - snapapp

@Snap_App #MarTech16 @ajdun

“Marketing on Fleek”5 Characteristics of Confident Marketers

Aaron Dun, SVP Marketing, SnapAppMarTech 2016

@Snap_App #MarTech16 @ajdun

Meet Sam:Fake glasses

Fancy shoes

Spam email

Retro Flip phone

Outbound marketer

Fake hipster haircut

Hipster socks

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Sam Is Overwhelmed

Suzy Wants to Help

Sam Is Out Of His Element

We are ALL Sam.

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The ratio of expectations to capability is way out of whack.

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5 Easy Steps To Confident Marketing

Buyer Knowledge

Tool Mastery Trail Blazing Extreme Empathy

Resonance

Sam Needs To Ground Himself

Walk in Your Buyer’s Shoes

#1

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Sam Sees His Customers at a Camp

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Which Persona Works Better?

Based on assumptions Based on conversations

VS

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Personas should be based on real conversations with buyers,

not assumptions.

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Find The Common Ground With Your Audience

Nancy Duarte: Resonate

Take Stock of Your Tools

#2

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Sam Explores His Backpack

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MarTech is Exploding

Source: Radius

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Analytics

MA

SFACMS

Next Frontier?

In Progress…

Simplify the Stack.

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What’s Next?

Interactivity Account Based Marketing

Advocacy

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ABM, Advocacy and Content Interactivity should be

your top 2016 MarTech priorities.

Blaze Your Own Trail

#3

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Sam is Getting Comfortable

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What Are Trendsetting Marketers Doing?

Growth Hacking Expanding Content Types

Pushing Boundaries

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2XDouble Form Page Conversion Rate

2XDouble Raw Site Conversion Rate

2XDouble Web Traffic

Existing traffic + forms, from 2 leads per day to 4

Existing traffic + More calls to action, better paths to

forms, from 4 leads/day to 8

Doubling traffic against more calls to action and highly optimized forms, from 8 leads/day to 16

4 8 16

X

Existing traffic + Existing forms deliver 2 leads per day

2

Growth Hacking: Test. Iterate. Test. Iterate...

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Doubling web traffic is hard. Focus on improving conversion on

high-leverage pages first.

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Top

Middle

Bottom

Survey InteractiveInfographic Quiz

Quiz

Assessment

CalculatorAssessment

Calculator Product Picker

Expand Content Types Through the Funnel

Ebook

White Paper

ROI Tool

+

+

+

@Snap_App #MarTech16 @ajdunPush Your Boundaries

Survey Canvas

iVideoBracket

GalleryContest

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Don’t settle for safe, and boring! 10x change comes from pushing your boundaries, from testing crazy-ass

ideas to find ones that deliver.

Extreme Empathy

#4

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Sam Can Now Share The Experience

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Connecting Personas to Action

Barbara Buyer

Candace Customer

Phil Finance

Sarah Systems

Christy C-Level

PERSONA Stage 1 Stage 2 Stage 3 Stage 4

Ebook

ROI Tool

White Paper

White Paper

EbookROI Tool

Ebook

Quiz

InteractiveInfographic

ROI Calculator

Product Picker

@Snap_App #MarTech16 @ajdun

“It’s never an afterthought to achieve empathy. It requires pinpointing a handful of the challenges that people are having, and creating content around those challenges.”

-- John Bonini, Litmus

Louder Than Words Podcast

Achieve Resonance

#5

Back From the Forest

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Resonance

Content that provokes an emotional or intellectual response in your reader --a response that sticks around after they’ve finished engaging with your content.

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Once you have a strong foundation in place, you can focus on creating

content that resonates.

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First: Find the Nugget of Insight

“From the the very, very beginning, we think, “What will resonate with this audience?” And that specific empathy seems to be the heart of resonance.”

– Doug Kessler, Velocity Partners

Second: Personalize the Experience

Leads nurtured with personalized content produce a 20% increase in sales opportunities.

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Third: Create That “A-ha” Moment

"When I think of resonance, I think of times when a word, or an idea or a concept sparks a mental and emotional “YES!” or “AHA!” reaction.

--Emily Popson, Blackbaud

#MarTech16

Take a nugget of insight, personalize it for your audience segments to deliver

an A-Ha moment that resonates.

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Resonance in the Wild

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Resonance in the Wild

500 QUALIFIED LEADS

133% Q1 QUOTA ATTAINMENT

$600K ADDITIONAL Q1 SALES

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CONVERSION RATE

35% HIGHER AVERAGE DEAL SIZE

66% RETURN ON INVESTMENT

650%

Resonance in the Wild

Meet Confident Sam:

Real beard

Practical shoes

Publishes content that resonates

Demonstrating Results

Inbound marketer

No more fake glasses

Wool socks

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4 Short Steps to Becoming Sam:

1. Schedule 1 “coffee”/week with a customer for the next 5 weeks

2. Audit your current marketing tech stack – what do you need? What is out of date?

3. Launch 1 crazy-ass content idea this month

4. Map your content to buyer stage AND your personas (don’t forget Christy C-Level!)

BONUS TIP….

@Snap_App #MarTech16 @ajdun

This should be you!

Start resonating.Stop by SnapApp – Booth #303.

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Thanks! Get in touch!

Aaron DunSVP of Marketing, SnapApp@ajdun

snapapp.com/demo