Infinite Noise Surviving the aftermath Of the empowered buyer

B y M a t h e w S w e e z e 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 (2013)

•  Context Revolution(2017)

Big problems That nobody is talking about yet

We have some very

Lead Generation Conversion rate ROI – CLICK THROUGH EMAIL SUBSCRIBERS

Environment Understanding This is the only way to solve these issues

We operate In a new

THE ENVIRONMENT

- BIZ

-

- CONSUMER

- MEDIA

IS connective tissue of all commerce, and communication

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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

Breaking Through Was about Hype, sex, And flash

Be Top of mind Minimize waste Sell the feeling Convert, sell, sell

There is no mind to be top of

Humans have offloaded memory to

devices

There is no such Thing as waste In a world of One to one marketing

N O W I N 2 0 1 5 THERE ARE 200+ CHANNELS

@msweezey

UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption

*This is a new era of media

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BY 2020 Connected Devices

OUT NUMBER HUMANS 7 to 1

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Up until 2007 businesses were the largest creators of noise. No consumers, and soon connected devices will be the largest creators of noise. They are also more powerful than business noise. Your businesses messages can not compete unless you understand the power of authenticity.

We Entered The new

Era in 2007

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SO WHAT?

Permission Based Marketing Spawns the content

revolution

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S e t h G o D i n S u g g e s t s : I n a w o r l d w i t h i n f i n i t e d i s t r i b u t i o n , o n l y t h e m e s s a g e s w h i c h a r e g i v e n p e r m i s s i o n w i l l g e t e n g a g e d w i t h .

This is the problem. Connected devices, social networks, email. All of these have permission to be in their lives, and now that is table stakes. The real issue is how do you break through when everything is relevant.

@msweezey

Every piece of Noise in the

red Already

has permission

NEXT EVOLUTION

When everything has permission, only the most contextual message gets

engaged with “

@msweezey

context How to break through the infinite noise

The how to of

@msweezey

Diagram of context

Available

Purposeful

Authentic

Available The lowest level of context and it is easy to understand why. There is no way to be contextual if you are not there. Once there you then begin to compete on other levels, and to other degrees.

Authentic Authentic in modern media means “what is expected”. So if you send an email with a personal subject line, and write it in HTML it is not authentic. If someone lands on a webpage and it doesn’t have the answer to their question, it isn’t authentic.

Purposeful Does it fulfill their purpose of the moment. Are they trying to escape, to fight boredom, to learn, to research? Only the message which helps them fulfill their purpose at the moment has a change to get engaged with.

RULES of context

1.  CONTEXT BUILDS ON ITS SELF. (YOU CAN NOT BE PURPOSEFUL IF YOU ARE NOT THERE.) 2.  CONTEXT IS TO THE MOMENT, AND CHANGES BY THE MOMENT. (WHAT IS

CONTEXTUAL THIS MOMENT IS NOT THE NEXT)

3.  ONLY THE MOST CONTEXTUAL MESSAGE WILL BE ENGAGED WITH 4.  A choice will always be made from existing options (if only one

option then it is authentic and purposeful by default)

5.  The more options the more important authenticity and purpose become.

May the odds be forever in your favor

authenticity Get the joke?

Building

New deffinition

Au-then-ticMeans more than just being genuine. It means helping people have the experience they believe they should be having. In the new era this means you have to leverage new technology, new tactics, and new types of content because with out it your messages will never rise above the noise.

@msweezey

Do you do “A” or “B”? A – open an email, scan it, and decide to read it or delete it. Then go to the next? B – scan the inbox, delete the junk, and work on the rest?

HOW DO YOU

manage email?

‘B’ = disqualify before you qualify

@msweezey

You can identify if an email is authentic or not with in a fraction of

a second! “

@msweezey

Do you do “A” or “B”? A – Download a piece, log off line and read it. Go back and repeat? B – Download a bunch at one time. Log off, and hope to read them?

HOW DO YOU

DOWNLOAD CONTET?

‘B’ = YOU BACTCH RESEARCH

@msweezey

Daily content consumption. Usually is Learn, and Escape. Happens across all media channels.

How we engage with Research content.

BATCH\

SALESMarketing

The spike is the quick rise in

content consumption.

Threshold is the amount of

content it takes for you to feel

like you have enough.

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GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.

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What if we sent this email to

the girl at the party? Would she

open it?

Subject line: “Pardotisthebestmarke0ngautoma0ontool”

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What if we sent this email to

the girl at the party? Would she

open it?

Subject line: FWD: New Trend in Segmentation

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PURPOSE It’s all about the

Purpose is defined by the moment

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Lets look at some moments

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The Moment They land on your site

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The average ‘micro journey’ lasts 70 seconds and includes a total of 4

websites– Google Think Research “

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B2B DEMANDBASE SAW LEAD FLOW INCRASE BY 400%

WHEN THEY DYNAMICALLY CHANED THE CONTENT

BASED ON IP ADDRESSES OF VISITORS.

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B2C Sales jumped 50% by introducing dynamic

content to their website and email. They saw over

$700k of sales from online in the first month.

DYNAMICCONTENTBASEDONWEB

BEHAVIOR

DYNAMIC

DYNAMIC

DYNAMIC

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How does a website answer

purpose?

Purpose: Theywanttofindtheanswersinstantly.

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How is a website

authentic?

Authentic: Nottosurfyoursite,buttosurfGoogle.Soifit’snottheretheybounce.

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The Moment They are looking to buy

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And they hire 473 data scientists to help them increase their biggest metrics, customer experience and conversions

Amazon Does this

How does dynamic

and predictive

content answer

purpose?

Purpose: Theywanttoknowaboutallop0ons.

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The Moment They are bored

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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.

“

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dynamic Context has to be

By definition each moment is fleeting

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Gartner said by 2017 the CMO will have the largest IT budget in your

organization. “

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

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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. @msweezey

conclusion Wrap this up with a bow on it

environment We live in a totally new

Where your old ideas don’t work anymore.

LIMITLESS THERE IS NOW

Content, and all of it has permission

CONTEXT You’re only hope is

And context is a hierarchy of things

moments Context is to the

Moments matter more than ever

technology Context can only be reached via

There is only one way to scale context

@msweezey Mathew sweezey

THANK YOU