Systematically Rising Above the Noise - MarketingProfs B2B Forum 2016

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Systematically Rising Above The Noise Three Four Ways to Break Through Mathew Sweezey Principal of Marketing Insights Salesforce msweezey

Transcript of Systematically Rising Above the Noise - MarketingProfs B2B Forum 2016

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Systematically Rising Above The Noise Three Four Ways to Break Through

Mathew Sweezey

Principal of Marketing Insights Salesforce msweezey

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@msweezey

ABOUT ME Mathew Sweezey

Principal of Marketing Insights Salesforce

Author of

•  Marketing Automation for Dummies (2013)

•  Context Revolution(2018)

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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.

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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

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environment Understanding This is the only way to solve these issues

We aren’t in Kansas anymore

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THE ENVIRONMENT

- BIZ

-

- CONSUMER

- MEDIA

IS connective tissue of all commerce, and communication

@msweezey

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I N 1 9 6 0 t h e r e a r e

ONLY 5 MEIDA

CHANNELS @msweezey

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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

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N O W I N 2 0 1 5 THERE ARE 200+ CHANNELS

@msweezey

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UNLIMITED Creation UNLIMITED Distribution UNLIMITED Consumption

*This is a new era of media

@msweezey

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BY 2020 Connected Devices

OUT NUMBER HUMANS 7 to 1

@msweezey

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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

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Systems to break through

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context How to break through the infinite noise

System of content

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With infinite noise, only the most contextual message gets engaged

with “

@msweezey

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@msweezey

Diagram of context

Available

Purposeful Authentic

PERSONAL

ALL

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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

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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.

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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.

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PERIPHERY The data surrounding each and every digital action. Cookies, URL strings, Hash, 3rd Party Data, DSP, ect.

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-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

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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.

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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?

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‘B’ = disqualify before you qualify

@msweezey

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You can identify if an email is authentic or not with in a fraction of

a second! “

@msweezey

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PURPOSEFUL Purpose is helping them

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

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Let’s look at some moments

@msweezey

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The Moment They land on your site

@msweezey

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We looked at 1 million visitor sessions across

hundreds of sites, the Average page views per

session 1.7

@msweezey

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The average ‘micro journey’ lasts 70 seconds and includes a total of 4

websites– Google Think Research “

@msweezey

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B2B Demandbase saw lead flow increase by 400% when they dynamically changed the content

based on IP addresses of visitors.

@msweezey

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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

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How does a website answer

purpose?

Purpose: Theywanttofindtheanswersinstantly.

@msweezey

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The Moment They are looking to buy

@msweezey

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And they hire 473 data scientists to help them increase their biggest metrics, customer experience and conversions

Amazon Does this

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How does dynamic

and predictive

content answer

purpose?

Purpose: Theywanttoknowaboutallop6ons.

@msweezey

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The Moment They are bored

@msweezey

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51% of the time a CEO’s picks up their mobile device because they are

bored. - Pew Research “

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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

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Kronos uses these comics to share on

social media. They see 10x more engagement on these comics than their

corporate blog.

@msweezey

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Must review Results of Content

@msweezey

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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 ?

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System of context System of technology

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

@msweezey

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Dynamic Experiences are how you create Infinite Context

@msweezey

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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

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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

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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

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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

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Holistic mindset System of mindset

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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%

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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

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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

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Customer Experience

Forrester’sCustomerExperienceIndex(CXi)leadershadacumulaLve43%gaininperformanceoverasix-yearperiod(2007to2012),comparedwitha14.5%increasefortheS&P500Indexanda33.9%decreaseforapor^olioofcustomerexperiencelaggards.

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THE CONSUMER loves/HATES THE BUSINESSS. NOT THE DEPARTMENT. “

@msweezey

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

@msweezey

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82% OF HIGH PERFORMERS HAVE FULL EXECUTIVE BUY IN

@msweezey

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They must buy into a new idea of marketing. Not just that they need

more marketing. “@msweezey

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TAULIA SAID

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

@msweezey

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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

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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

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Results: It has driven a 28% increase in website visits and 25% more completed “Contact Us” forms.

@msweezey

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Side benefit: Taulia's marketing is 4 years old with 12 team members. They have had zero voluntary turn over during that time.

@msweezey

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Stages How to break through the infinite noise

System of plays

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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?

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‘B’ = YOU BACTCH RESEARCH

@msweezey

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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

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GIRL AT THE PARTY Stage based marketing is understanding people will only engage with content relevant to their stage.

@msweezey

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What if we sent this email to

the girl at the party? Would she

open it?

Subject line: Marke6ngautoma6onbuyersguide

@msweezey

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What if we sent this email to

the girl at the party? Would she

open it?

Subject line: FWD:NewTrendsinSegmenta6on

@msweezey

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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

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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

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conclusion Wrap it up

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

@msweezey

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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

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@msweezey Mathew sweezey

THANK YOU