digital morning, stockholm, 23 of march
TRANSCRIPT
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