Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesforce.com company
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Transcript of Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesforce.com company
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MARKETING AS A MINDSET
Not a DEPARTMENT
Mar 1
6th B2
BRISI
NG CA
ROLIN
A
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Marketing Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey” @msweezey
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A
THINGS/HAVE/CHANGED
Consumers
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NASA MORE POWER IN A GOOGLE
SEARCH, THAN ALL OF NASA
HAD TO PUT A MAN ON THE
MOON @msweezey
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12
HOURS PER DAY INFRONT OF A SCREEN
@msweezey
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MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICITY OR CLEAN DRINKING WATER
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24/7
@msweezey
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THINGS/HAVE/CHANGED
AMarketing
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MARKETING
“MASS MARKETING”
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“RAPPORT BUILDING”
Marketing Sales
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2/3
@msweezey
CONTENT GETS BUYERS
THROUGH BUYING CYCLE
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Marketing “2/3”
Sales
@msweezey
“RAPPORT BUILDING”
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“INBOUND MARKETING”
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ABM
@msweezey
FOCUS ON COLLECTIVE
ACCOUNT BASED MARKETING
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MARKETING AUTOMATION
@msweezey
53% of B2B Fortune 500
86% of B2B SaaS Companies
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RE:
@msweezey
FOCUS ON INDIVIDUAL
COOKIE BASED RE MARKETING
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THINGS/HAVE/CHANGED
AChannels
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1960 !5 marketing
Channels 2013!
60+ marketing Channels
2020!100’s of
marketing Channels
Radi
o Te
levisi
on
Dire
ct M
ail
Fax
Telem
arke
ting
Inte
rnet
Em
ail
Face
book
@msweezey
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2017
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UNLIMITED >< BI DIRECTIONAL
WWW
@msweezey
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LIVES FOREVER / TRUSTED
WWW
@msweezey
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EXPERIENCE = PERCEPTION
WWW
@msweezey
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IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
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EXPERIENCE WINS by 2X
@msweezey
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THINGS/HAVE/CHANGED
ACosts
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294 Billion Emails
2 Million Blog Posts
400Million Tweets
PER DAY @msweezey
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“CREATIVE” HEAD COUNT + BUDGET
+ TIME = CREATIVE @msweezey
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THINGS/HAVE/CHANGED
ATools
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EMAIL WWW SEO SOCIAL/MOBILE SOCIAL AUTOMATION CX
DEMAND GENERATION TOOLS OVER 20 YEARS
Mind
set
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A BETTER WAY
AMindset
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“MINDSET” Leveraging each interaction with
your company to reach a net positive gain in rapport.
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BRANDING Branding is only owned by
Marketing.
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HEIARCHY OF DEMAND GENERATION
COMPANY MINDSET BASIC CAMPAIGNS
AUTOMATIONS
SKUNK
@msweezey
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“SHIP MY PANTS”
+10 = Great Campaign
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BAD EXPERIENCE
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BAD EXPERIENCE
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THE NOISE
+5 -10 +15 -10
+5 -20
WWW
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+5 +5 0 +5
+15 +5
The only way to systematically RISE ABOVE THE Noise is to remove the volatility
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IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
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EXPERIENCE COSTS LESS
@msweezey
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REMOVE VOLATILITY WITH AMindset
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DNA 1: 2: 3:
What do we value in a customer?
What do we value in a employee?
What do we consider success?
@msweezey
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MANAGED Must have ability to manage
360 degree experience for leads/customers. This
includes UX, CX, Support, and Marketing.
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EMPOWER
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CASE STUDY • NO VC MONEY • 1/10 sales staff • 1 marketer (until 2011) • 1/20 marketing budget
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#WINNING • 70% win rate • Goodwill – (nice guys don’t come in
last when social media is involved)
• Single Digit Churn @msweezey
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• Positive • Self Starting
• Supportive @msweezey
Our Values
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• Best place to be a customer • Best place to work
@msweezey
Our Mindset
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IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
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MINDSET IS POWERFUL
@msweezey
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MINDSET IS HOLISTIC
@msweezey
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MINDSET IS SUSTAINABLE
@msweezey
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BAD EXPERIENCES
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Questions? @msweezey #leadlovedenver