MARKETING
AS A MINDSET
Not a
DEPARTMENT
Mar16thB2BRISINGCAROLINA
Marketing
Author: 
Marketing Automation 
For Dummies – 2014
Is my love, work, passion, and what I think about all day
ever...
A
THINGS/HAVE/CHANGED
Consumers
NASA
MORE POWER
IN A GOOGLE
SEARCH, THAN
ALL OF NASA
HAD TO PUT A
MAN ON THE
MOON @msweezey
12
HOURS
PER DAY
INFRONT OF
A SCREEN
@msweezey
MORE PEOPLE
HAVE CELL PHONES
THAN ACCESS TO
ELECTRICITY OR
CLEAN DRINKING
WATER
24/7@msweezey
THINGS/HAVE/CHANGED
AMarketing
MARKETING
“MASS MARKETING”
“RAPPORT BUILDING”
Marketing
Sales
2/3@msweezey
CONTENT GETS BUYERS
THROUGH BUYING
CYCLE
Marketing
“2/3”
Sales
@msweezey
“RAPPORT BUILDING”
“INBOUND MARKETING”
ABM@msweezey
FOCUS ON COLLECTIVE
ACCOUNT BASED MARKETING
MARKETING
AUTOMATION
@msweezey
53% of B2B Fortune 500
86% of B2B SaaS Companies
RE:@msweezey
FOCUS ON INDIVIDUAL
COOKIE BASED RE MARKETING
THINGS/HAVE/CHANGED
AChannels
1960 !
5 marketing
Channels
2013!
60+ marketing
Channels

2020!
100’s of
marketing
Channels

Print
Radio
Television
Direct...
2017
UNLIMITED >< BI DIRECTIONAL
WWW
@msweezey
LIVES FOREVER / TRUSTED
WWW
@msweezey
EXPERIENCE = PERCEPTION
WWW
@msweezey
IMPRESSIONS / EXPERIENCES
A B
Received a
$50 gift card
and a thank
you via email.
Received a
personal phone
call, and no
m...
EXPERIENCE
WINS by 2X
@msweezey
THINGS/HAVE/CHANGED
ACosts
294 Billion
Emails 
2 Million Blog
Posts
400Million
Tweets
PER
DAY
 @msweezey
“CREATIVE”
HEAD COUNT + BUDGET
+ TIME = CREATIVE
@msweezey
THINGS/HAVE/CHANGED
ATools
EMAILWWW SEO SOCIAL/MOBILESOCIAL AUTOMATION CX
DEMAND GENERATION
TOOLS OVER
20 YEARS
Mindset
A BETTER WAY
AMindset
“MINDSET”
Leveraging each interaction with
your company to reach a net
positive gain in rapport.
BRANDING
Branding is only owned by
Marketing.
HEIARCHY OF DEMAND GENERATION
COMPANY MINDSET
BASIC CAMPAIGNS
AUTOMATIONS
SKUNK
@msweezey
“SHIP MY PANTS”
+10 = Great Campaign	
  
BAD EXPERIENCE
BAD EXPERIENCE
THE NOISE
+5-10
+15-10
+5 -20
WWW
+5 +5
0 +5
+15 +5
The only way to
systematically RISE ABOVE
THE Noise is to remove the
volatility
IMPRESSIONS / EXPERIENCES
A B
Received a
$50 gift card
and a thank
you via email.
Received a
personal phone
call, and no
m...
EXPERIENCE
COSTS LESS
@msweezey
REMOVE VOLATILITY WITH
AMindset
DNA
1:
2:
3:
What do we value in a customer?
What do we value in a employee?
What do we consider success?
@msweezey
MANAGED
Must have ability to manage
360 degree experience for
leads/customers. This
includes UX, CX, Support, and
Marketin...
EMPOWER
CASE STUDY
• NO VC MONEY
• 1/10 sales staff
• 1 marketer (until 2011)
• 1/20 marketing budget
#WINNING
• 70% win rate
• Goodwill – (nice guys don’t come in
last when social media is involved)
• Single Digit Churn
@ms...
• Positive
• Self Starting
• Supportive
@msweezey
Our Values
• Best place to be a
customer
• Best place to work
@msweezey
Our Mindset
IMPRESSIONS / EXPERIENCES
A B
Received a
$50 gift card
and a thank
you via email.
Received a
personal phone
call, and no
m...
MINDSET IS
POWERFUL
@msweezey
MINDSET IS
HOLISTIC
@msweezey
MINDSET IS
SUSTAINABLE
@msweezey
BAD EXPERIENCES
Questions?
@msweezey#leadlovedenver
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 by Mathew Sweezey of Pardot, a Salesforce.com company

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We’ve all made websites, learned SEO, understood email marketing, but now the speed at which marketing technologies and mediums are being created greatly out paces our ability to keep up. Mathew will walk us thought the biggest change businesses need to understand to make the best use of both current and future marketing technologies. Learn how to increase demand with less spend, cut thought the noise and create sustainable demand well into the future.

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Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesforce.com company

  1. 1. MARKETING AS A MINDSET Not a DEPARTMENT Mar16thB2BRISINGCAROLINA
  2. 2. Marketing Author: Marketing Automation For Dummies – 2014 Is my love, work, passion, and what I think about all day every day - Mathew “Sweezey” @msweezey
  3. 3. A THINGS/HAVE/CHANGED Consumers
  4. 4. NASA MORE POWER IN A GOOGLE SEARCH, THAN ALL OF NASA HAD TO PUT A MAN ON THE MOON @msweezey
  5. 5. 12 HOURS PER DAY INFRONT OF A SCREEN @msweezey
  6. 6. MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICITY OR CLEAN DRINKING WATER
  7. 7. 24/7@msweezey
  8. 8. THINGS/HAVE/CHANGED AMarketing
  9. 9. MARKETING “MASS MARKETING”
  10. 10. “RAPPORT BUILDING” Marketing Sales
  11. 11. 2/3@msweezey CONTENT GETS BUYERS THROUGH BUYING CYCLE
  12. 12. Marketing “2/3” Sales @msweezey “RAPPORT BUILDING”
  13. 13. “INBOUND MARKETING”
  14. 14. ABM@msweezey FOCUS ON COLLECTIVE ACCOUNT BASED MARKETING
  15. 15. MARKETING AUTOMATION @msweezey 53% of B2B Fortune 500 86% of B2B SaaS Companies
  16. 16. RE:@msweezey FOCUS ON INDIVIDUAL COOKIE BASED RE MARKETING
  17. 17. THINGS/HAVE/CHANGED AChannels
  18. 18. 1960 ! 5 marketing Channels 2013! 60+ marketing Channels 2020! 100’s of marketing Channels Print Radio Television DirectMail Fax Telemarketing Internet Email Facebook @msweezey
  19. 19. 2017
  20. 20. UNLIMITED >< BI DIRECTIONAL WWW @msweezey
  21. 21. LIVES FOREVER / TRUSTED WWW @msweezey
  22. 22. EXPERIENCE = PERCEPTION WWW @msweezey
  23. 23. IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
  24. 24. EXPERIENCE WINS by 2X @msweezey
  25. 25. THINGS/HAVE/CHANGED ACosts
  26. 26. 294 Billion Emails 2 Million Blog Posts 400Million Tweets PER DAY @msweezey
  27. 27. “CREATIVE” HEAD COUNT + BUDGET + TIME = CREATIVE @msweezey
  28. 28. THINGS/HAVE/CHANGED ATools
  29. 29. EMAILWWW SEO SOCIAL/MOBILESOCIAL AUTOMATION CX DEMAND GENERATION TOOLS OVER 20 YEARS Mindset
  30. 30. A BETTER WAY AMindset
  31. 31. “MINDSET” Leveraging each interaction with your company to reach a net positive gain in rapport.
  32. 32. BRANDING Branding is only owned by Marketing.
  33. 33. HEIARCHY OF DEMAND GENERATION COMPANY MINDSET BASIC CAMPAIGNS AUTOMATIONS SKUNK @msweezey
  34. 34. “SHIP MY PANTS” +10 = Great Campaign  
  35. 35. BAD EXPERIENCE
  36. 36. BAD EXPERIENCE
  37. 37. THE NOISE +5-10 +15-10 +5 -20 WWW
  38. 38. +5 +5 0 +5 +15 +5 The only way to systematically RISE ABOVE THE Noise is to remove the volatility
  39. 39. IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
  40. 40. EXPERIENCE COSTS LESS @msweezey
  41. 41. REMOVE VOLATILITY WITH AMindset
  42. 42. DNA 1: 2: 3: What do we value in a customer? What do we value in a employee? What do we consider success? @msweezey
  43. 43. MANAGED Must have ability to manage 360 degree experience for leads/customers. This includes UX, CX, Support, and Marketing.
  44. 44. EMPOWER
  45. 45. CASE STUDY • NO VC MONEY • 1/10 sales staff • 1 marketer (until 2011) • 1/20 marketing budget
  46. 46. #WINNING • 70% win rate • Goodwill – (nice guys don’t come in last when social media is involved) • Single Digit Churn @msweezey
  47. 47. • Positive • Self Starting • Supportive @msweezey Our Values
  48. 48. • Best place to be a customer • Best place to work @msweezey Our Mindset
  49. 49. IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
  50. 50. MINDSET IS POWERFUL @msweezey
  51. 51. MINDSET IS HOLISTIC @msweezey
  52. 52. MINDSET IS SUSTAINABLE @msweezey
  53. 53. BAD EXPERIENCES
  54. 54. Questions? @msweezey#leadlovedenver
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