Marketing is Dead. Build a Foundation. Ignore the Hype.

PowerPoint Presentation

Kyle Lacy, 8/25/2016Building sustainable growth by focusing on the foundation. Not the hype.

@KYLEPLACY #STATEOFSEARCH#

@KYLEPLACY #STATEOFSEARCH#CHECK OUT LABS.OPENVIEWPARTNERS.COMFor weekly content on scaling companies

#@KYLEPLACY #STATEOFSEARCH

@KYLEPLACY #STATEOFSEARCH#TRENDS VS REALITY

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@KYLEPLACY #STATEOFSEARCH#Louis CK Video

@KYLEPLACY #STATEOFSEARCH#WTH IS HAPPENING?

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Mobility COMPLETELY CHANGED THE GAMECURRENT DISRUPTION



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Average # Apps Installed on DeviceAverage Numbers of Apps Used DailyAverage # of Apps Accounting for 80%+ of App UsageTime Spent on Phone (per Day)Most Commonly Used AppsUSA371235 hoursFacebookChromeYouTube

Worldwide331234 hoursFacebookWhatsAppChrome

Day in the life of a mobile user


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@KYLEPLACY #STATEOFSEARCH#Every customer is a consumer first


@KYLEPLACY #STATEOFSEARCH#And the consumer experience is seamless



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THE RISE OF THE MACHINESFUTURE DISRUPTION







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@KYLEPLACY #STATEOFSEARCH#70% of your job will be automated by 2020* *me

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@KYLEPLACY #STATEOFSEARCH#Have no fear


@KYLEPLACY #STATEOFSEARCH#YOU WILL NOT SURVIVE.

@KYLEPLACY #STATEOFSEARCH#YOU WILL EVOLVE.




The 4 ps TO SUSTAINABLE GROWTH*SUPREME SURVIVAL TIP*Ignore all this growth hacking crap


@KYLEPLACY #STATEOFSEARCH#PEOPLEPROCESSPROGRAMSPERFORMANCE


@KYLEPLACY #STATEOFSEARCH#Do you have the right people? Hire for aptitude, attitude and agility.PEOPLE



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@KYLEPLACY #STATEOFSEARCH#Successful Marketing teams of the future


@KYLEPLACY #STATEOFSEARCH#Successful Experience teams of the future


@KYLEPLACY #STATEOFSEARCH#Control every aspect of the customer journey


@KYLEPLACY #STATEOFSEARCH#The modern experience org

AcquisitionConversionBrandPublic RelationsBrand EnablementCorporate CommsCreativeEvents

AdvertisingField ManagersContent / SearchAutomation

Sales EnablementCustomer Success Product MarketingRetentionOperations

@KYLEPLACY #STATEOFSEARCH#How does your team operate and optimize for the customer journey?PROCESS



YOUR PRODUCT IS YOUR MARKETING STRATEGYPROCESS TIP #1


@KYLEPLACY #STATEOFSEARCH#73% OF COMPANIES CONSIDER USER EXPERIENCE A TOP PRIORITY

Source: Forrester Research, Forresters CX Index

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@KYLEPLACY #STATEOFSEARCH#1% OF COMPANIES DELIVER AN EXCEPTIONAL UX EXPERIENCE

Source: Forrester Research, Forresters CX Index

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@KYLEPLACY #STATEOFSEARCH#GET THE EXPERIENCE RIGHT AND YOUR PRODUCT WILL SELL ITSELF


@KYLEPLACY #STATEOFSEARCH#OR YOUR CUSTOMERS WILL SELL IT FOR YOU


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via UserTesting.comMap out your customer journey

@KYLEPLACY #STATEOFSEARCH#PROGRAMSHow do you create leverage that uncovers new sources of revenue growth and increases marketing production efficiency at scale?



ITS NOT CONTENT MARKETING. ITS THOUGHT LEADERSHIP.PROGRAMS TIP #1


@KYLEPLACY #STATEOFSEARCH#THOUGHT LEADERSHIP ISNOT ABOUT YOU.

@KYLEPLACY #STATEOFSEARCH#THOUGHT LEADERSHIP ISNOT ABOUT YOU. IT STARTS AND ENDS WITH YOURCUSTOMER.

@KYLEPLACY #STATEOFSEARCH#80%of press mentions were a direct result of our content effort


@KYLEPLACY #STATEOFSEARCH#Not product launches


@KYLEPLACY #STATEOFSEARCH#Four types of thought-leadershipEXPERIENCECONSUMERPEERBENCHMARK

@KYLEPLACY #STATEOFSEARCH#Experiential THOUGHT LEADERSHIP

Understand your customers customer journey.

@KYLEPLACY #STATEOFSEARCH#Experiential THOUGHT LEADERSHIP

Shopped in 100 retail stores

Tracked 80 different marketing touch points over 90 days

Delivered tailored report cards and competitive analysis

@KYLEPLACY #STATEOFSEARCH#CONSUMER THOUGHT LEADERSHIP

Understand trends in consumer behavior

Surveying consumers on mobile, social and email consumption patterns.

Used for geo launches and TOFU demand generation

@KYLEPLACY #STATEOFSEARCH#Peer Thought leadership

Let your prospects and customers compare against each other




http://www.typeform.com

@KYLEPLACY #STATEOFSEARCH#Peer Thought leadershipInterview the top influencers in the field.

Create a target list of top influencersSkype / Call Recorder / Voice RecorderSpeechpad.com for transcriptionPublish interviews over the course of the yearRoll up into fun end of year deliverable

@KYLEPLACY #STATEOFSEARCH#Benchmark Thought Leadership

Your data is your only differentiator.

What makes you unique?Best time to send an emailAmount of money or time saved for customers

@KYLEPLACY #STATEOFSEARCH#THOUGHT LEADERSHIP IS NOT THE SALES PITCH.

@KYLEPLACY #STATEOFSEARCH#64THOUGHT LEADERSHIP IS NOT THE SALES PITCH. IT SUPPLEMENTS THE SELL.


Dont forget about internal ACTIVATIONPROGRAMS TIP #2



MEET BABY KYLE


Why is our conversion rate so low?






@KYLEPLACY #STATEOFSEARCH#Do you have the system in place to track and evolve?PERFORMANCE




Better goal tracking leads to better resultsPERFORMANCE TIP #1



MY PRIMARY STACKData / Automation

CRM

Goal / ProjectManagement





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DATA HEALTH IS MORE IMPORTANT THAN ANY TRENDPERFORMANCE TIP #2


@KYLEPLACY #STATEOFSEARCH#Example of an impact slide textExample of supporting information or sourcing information goes here

@KYLEPLACY #STATEOFSEARCH#Example of an impact slide textExample of supporting information or sourcing information goes here


@KYLEPLACY #STATEOFSEARCH#70% OF CRM IMPLEMENTATIONS FAIL BECAUSE OF BAD DATA**Forrester Research

@KYLEPLACY #STATEOFSEARCH#How does marketing efficiently manage data?Database cleansing should be top priorityDo you have someone focused on data management?Get your team off spreadsheetsOne system of record for the entire companyGet your team off spreadsheetsGet your team off spreadsheets


DIE ENGAGEMENT METRICS! LONG LIVE UNIT ECONOMICS! PERFORMANCE TIP #3


@KYLEPLACY #STATEOFSEARCH#87YOU SHOULD FUNCTION LIKE AN ECOMMERCE COMPANY

@KYLEPLACY #STATEOFSEARCH#UNIT ECONOMICSDirect revenues and costs associated with a particular business model expressed on a per unit basis.


@KYLEPLACY #STATEOFSEARCH#CAC & LCV & LTVPAYBACK PERIODCUSTOMER RETENTION

@KYLEPLACY #STATEOFSEARCH#KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO

@KYLEPLACY #STATEOFSEARCH#FinAL THOUGHTS


@KYLEPLACY #STATEOFSEARCH#YOUR PEOPLE SHOULD DEVELOP & RE-DEVELOP YOU PROCESSES & PROGRAMS TO IMPROVE PERFORMANCE.

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@KYLEPLACY #STATEOFSEARCH#THE CREATION AND MANAGEMENT OF THE CUSTOMER EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT.

@KYLEPLACY #STATEOFSEARCH#CHECK OUT LABS.OPENVIEWPARTNERS.COMFor weekly content on scaling companies



Marketing is Dead. Build a Foundation. Ignore the Hype.

Marketing

Transcript of Marketing is Dead. Build a Foundation. Ignore the Hype.