The New

Normal

S u r v i v i n g a r t i f i c i a l i n t e l l i g e n c e P r e s e n t e d b y @ m s w e e z e y

@msweezey

ABOUT ME Mathew Sweezey Principal of Marketing Insights Salesforce Author of •  Marketing Automation for

Dummies (Wiley) (2013) •  Context Revolution (Harvard)

(2018)

NEW ERA Understanding This is the only way to solve these issues

WE MUST START AT THE BEGINING

I N 1 9 6 0 t h e r e a r e

ONLY 5 MEIDA

CHANNELS @msweezey

LIMITED MEDIA LIMITED IN WHO CAN CREATE IT LIMITED IN WHO CAN DISTRIUTE IT LIMITED IN WHO CAN CONSUME IT

*This is very important

@msweezey

N O W I N 2 0 1 7 THERE ARE 200+ CHANNELS

@msweezey

UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption

*This is a new era of media

@msweezey

BY 2020 Connected Devices

OUT NUMBER HUMANS 7 to 1

@msweezey

@msweezey

Total Amount of Noise from 1900-2030 Blue = Businesses Red = Consumers/Devices

@msweezey

Infinite Media Era

Limited Media Era

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

@msweezey

The Solution Artificial

Intelligence

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

It’s all designed to weed out bull sh!t.

@msweezey

FOR Businesses Programmatic buying / RTB / Automations/Dynamic content /Lead scoring / nurturing

It’s all designed so you can be

Contextual @msweezey

context How to break through the infinite noise

Surviving in a world of AI requires an understanding of

personal

First KEY of context

a completely fluid set of experience created for a single person, directed completely by

the periphery.

65% of B2B buyers would switch brands if the vendor doesn’t

personalize communication to their business – SFDC RESEARCH 2016

“@msweezey

BEHAVIORS Companies who use

marketing automation see an

increase in revenue by 34%. -

Pardot

KEY metrics, customer experience & conversions

Amazon Does this

But what happens when everything is personal?

@msweezey

Authentic Means more than just being genuine,

it is “What is expected”

2nd KEY of context

HOW How DO YOU

Engage with email?

‘B’ = we all do @msweezey

We Disqualify before we qualify

@msweezey

“

Authentic Experiences Make the Best MARKETING

@msweezey

Authentic Experiences BREAK THROUGH THE NOISE

@msweezey

Purposeful Purpose is helping them fulfill the desire/

reason they are there in the first place. Purpose is to the moment.

3rd KEY of context

Lets look at some moments

@msweezey

The Moment They land on your site

@msweezey

The average number of page views per session

is 1.7 on B2B sites. “

@msweezey

predictive Sales jumped 50%

by introducing predictive content

DYNAMICCONTENTBASEDONWEB

BEHAVIOR

DYNAMIC

DYNAMIC

DYNAMIC

@msweezey

How does a website answer

purpose?

Purpose: Theywanttofindtheanswersinstantly.

@msweezey

The Moment They are social

@msweezey

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

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

bored. - Pew Research “

High performers New research to show what a high performer is

New research on

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

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

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

hOps://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

1hOp://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

hOps://www.slideshare.net/MathewSweezey/the-x-factor-the-secret-to-beOer-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

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