Systematically Rising Above the Noise - MarketingProfs B2B Forum 2016
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Transcript of Systematically Rising Above the Noise - MarketingProfs B2B Forum 2016
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)
BEST IN CLASS IS ONLY
1.54
@msweezey
For every 100 leads a best in class B2B company generates they close 1.54 of them into actual business. It’s half of that for every one else.
Purpose of the session
New ideas/tacticsLearning 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
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
Systems to break through
context How to break through the infinite noise
System of content
With infinite noise, only the most contextual message gets engaged
with “
@msweezey
@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.
Let’s 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.
DYNAMICCONTENTBASEDONWEB
BEHAVIOR
DYNAMIC
DYNAMIC
DYNAMIC
@msweezey
How does a website answer
purpose?
Purpose: Theywanttofindtheanswersinstantly.
@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: Theywanttoknowaboutallop6ons.
@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
Must review Results of Content
@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 ?
System of context System of technology
The number of experiences you must create surpass human ability to create
@msweezey
Dynamic Experiences are how you create Infinite Context
@msweezey
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) 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 *Grossrevenue *Grossrevenue *Projectedrevenue
Holistic mindset System of mindset
Marketing Takes on a
Bigger role - holistic -
Experiences
@msweezey
40%6
0%
30%
20%
50
%
10%
Percentage Who Excel at Creating Personalized Omni-Channel Customer Experiences
across All Business Units
High-performing vs.
Underperforming Teams
71xmore likely to be excellent
at creating personalized
omni-channel customer
experiences
High performers
Moderate performers
Underperformers
65%
1%
16%
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
Forrester’sCustomerExperienceIndex(CXi)leadershadacumulaLve43%gaininperformanceoverasix-yearperiod(2007to2012),comparedwitha14.5%increasefortheS&P500Indexanda33.9%decreaseforapor^olioofcustomerexperiencelaggards.
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
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
Stages How to break through the infinite noise
System of plays
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.
@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: Marke6ngautoma6onbuyersguide
@msweezey
What if we sent this email to
the girl at the party? Would she
open it?
Subject line: FWD:NewTrendsinSegmenta6on
@msweezey
LEAD GEN NURTURING’S REAL GOAL
MOVE TO NEXT STAGEY 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
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