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.

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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

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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