Systematically Rising Above The Noise Three Four Ways to Break Through

Mathew Sweezey

Principal of Marketing Insights

Salesforce

msweezey

@msweezey

ABOUT ME Mathew Sweezey

Principal of Marketing Insights Salesforce

Author of

•  Marketing Automation for Dummies (2013)

•  Context Revolution(2018)

Purpose of the session

New ideas/tactics!

Learning how to break through to the empowered buyer means

understanding what we are up against first. Then learning how

to win in that environment. !

@msweezey

environment Understanding This is the only way to solve these issues

We aren’t in Kansas anymore

THE ENVIRONMENT

- BIZ

-

- CONSUMER

- MEDIA !

IS connective tissue of all

commerce, and communication !

@msweezey

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

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!

@msweezey

BY 2020 Connected Devices

OUT NUMBER HUMANS 7 to 1

@msweezey

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

! @msweezey

NEXT EVOLUTION

With infinite noise, 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 !

PERSONAL!

ALL!

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 it is

then the highest context)

5.   The higher you go in context the less competition you have

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. !

PERSONAL Personal is the idea of a completely fluid set of experience created for a single person, directed completely

by the periphery. You never created the experience, rather a set of

parameters.

PERIPHERY The data surrounding each and

every digital action. Cookies,

URL strings, Hash, 3rd Party

Data, DSP, ect.

-Alexa research 2015

Top 6 Site are:

1.  Google – uses periphery to create personal search results

2.  Facebook – Uses periphery to determine what you see

3.  Youtube – Uses periphery to determine what you watch next

4.  Baidu – Facebook of China

5.  Yahoo – Uses Periphery to determine what you experience

6.  Amazon – Uses periphery to determine what offers/products

HEURISTICS Teach us

@msweezey

AUTHENTIC Means more than just being

genuine, it is “What is expected” It means helping people have the experience they believe they should be

having.

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

PURPOSEFUL Purpose is helping them

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

Lets look at some moments

@msweezey

The Moment They land on your site

@msweezey

We looked at 1 million

visitor sessions across

hundreds of sites, the

Average page views per

session

1.7!@msweezey

The average ‘micro journey’ lasts 70

seconds and includes a total of 4

websites– Google Think Research

“!@msweezey

B2B

Demandbase saw lead

flow increase by 400%

when they dynamically

changed the content

based on IP addresses of

visitors.

@msweezey

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.

"#$%&'(!()$*+$*!!

,%-+"!)$!.+,!

,+/%0')1!

"#$%&'(!

"#$%&'(!

"#$%&'(!

@msweezey

How does a

website

answer

purpose?

Purpose: !"#$%&'()%)*%+(,%)"#%'(-&#.-%/(-)'()0$1%%

@msweezey

The Moment They are looking to buy

@msweezey

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: !"#$%&'()%)*%2(*&%'3*4)%'00%*56*(-1%%

@msweezey

The Moment They are bored

@msweezey

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.

“!

@msweezey

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 ?

systems You can only win win with

The number of experiences you must create surpass human ability to create

@msweezey

Dynamic Experiences are how you create Infinite Context

@msweezey

System #1

System of context You have to have the tech to do this!

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

Marketing Sales

Service

Single Customer View allows for contextual experiences to be automated on any connected channel.

Automation Platform (s)

Market Sales S

vice

ting

Serrv

(s) CRM

System of Context

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

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 234566!47879:7! 234566!47879:7! 2;45<7=>7?!47879:7!

System #2

Holistic experiences Everyone has to be rowing in the same direction!

Marketing Takes on a

Bigger role - holistic -

Experiences

!

@msweezey

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Infinite Media Hurts

Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign. @msweezey

Net Positive Experience

Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.

@msweezey

Customer �Experience�

@54476>74A6!(:6>5B74!+CD74E79=7!'9?7C!F(GEH!I7J?746!KJ?!J!=:B:IJL87!

MNO!PJE9!E9!D74Q54BJ9=7!5874!J!6ECRS7J4!D74E5?!FTUUV!>5!TUWTHX!

=5BDJ47?!YE>K!J!WMZ[O!E9=47J67!Q54!>K7!-\;![UU!'9?7C!J9?!J!NNZ]O!

?7=47J67!Q54!J!D54^5IE5!5Q!=:6>5B74!7CD74E79=7!IJPPJ4?6Z!!

!!

THE CONSUMER loves/HATES THE

BUSINESSS. NOT THE DEPARTMENT. “!@msweezey

THEIR JOB IS TO BE A BRIDGE BUILDER BETWEEN ALL DEPARTMENTS. SO IT’S A CONSISTENT EXPERIENCE.

@msweezey

System #3

Stage based goals Move people to the next!

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\!

SALES!Marketing!

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.!

Market

@msweezey

GIRL AT THE PARTY Stage based marketing is understanding

people will only engage with content

relevant to their stage.

@msweezey

What if we

sent this

email to

the girl at

the party?

Would she

open it?

Subject line: 7'.2#6(8%'4)*9'6*(%34$#.-%84/,#%%

@msweezey

What if we

sent this

email to

the girl at

the party?

Would she

open it?

Subject line: :;<=%>#&%!.#(,-%%/(%?#89#()'6*(%%

@msweezey

LEAD GEN NURTURING’S REAL GOAL

MOVE TO NEXT STAGE!

Y 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

System #4

New idea of marketing Move people to the next!

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

TAULIA SAID

F^CK IT!!THEY SELL TO THE CFO’S OF FORTUNE 50 COMPANIES.!

@msweezey

Compare campaigns

Conversions: Taulia displayed a form at the end of

each video, both ones with humor and ones with out.

They are able to show the conversions the increase

reach is able to drive. In their case 67% of all

video’s using comedy drove a form completion at the

end of the video.

T I P S F O R E X E C S U P P O R T

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

conclusion Wrap it up

New environment = New consumer behavior, new competition, new noise, meaning the way we reach them and break through is new as well.

@msweezey

Systematic = Due to the number and level of context each experience must have it is impossible to create it with out a systematic approach

@msweezey

@msweezey

Mathew sweezey

THANK YOU