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Death of Marketing As We Know It
 

Death of Marketing As We Know It

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Presentation on how changing customer demands and behaviors are killing traditional marketing, and giving way to new strategies and techniques.

Presentation on how changing customer demands and behaviors are killing traditional marketing, and giving way to new strategies and techniques.

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Death of Marketing As We Know It Death of Marketing As We Know It Presentation Transcript

  • Death of Marketing as we know it Adapting marketing to changing customer behaviors and demands
  • Rand Schulman, principal [email_address] Rand has been a technology executive for the past 25 years and helped create an industry - inventing brand name online marketing and new media companies. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine , and has been on the executive team for two IPOs and served as a public company officer at three technology firms. He has been active advisor and board member to several Social Media companies. He is regularly quoted in the WSJ, Business Week , and in numerous industry publications. Rand is a founder and past board member of the Web Analytics Association. Rand holds a BA in English from the University of the Pacific. @RandSchulman
  • Pelin Thorogood, principal [email_address] Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, leading the go-to-market strategy for WebSideStory 's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP ) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the very first mobile B2B applications designed for the Windows CE platform. A principal in Schulman+Thorogood Group , Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “ 20 Women to Watch ” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management . Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University. @PelinT
  • What Will You Get From This Presentation?
        • How Online Marketing and Social Media have changed everything… and not !
            • Understanding Customer 2.0
            • Engaging Customer 2.0
            • Evolution of Marketing and Marketers
            • Optimizing your Marketing ROI
  • The Customer is Driving the Conversation
    • “ … social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers.    Think about that.
    • Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ”  
    • Geoffrey James
          • BNET
  • 6 Keys to Marketing Success to Customer 2.0
    • Listen before you talk
    • Engage in the conversation
    • Invest in the Content Engineer
    • Create a Virtuous Marketing Cycle
    • Build a culture of measurement
    • … .and Repeat!
  • Listen Before You Talk Social Media Analytics
  • Listen Before You Talk Social Media Sentiments
  • Engage in the Conversation
    • Create relevant content
    • Go where your customers are
    • Empower your community managers
    • Leverage different social channels for different purposes
    • Power the community !
  • Engage both Search Engines and Readers
  • Emergence of Inbound Marketing
  • Outbound v Inbound Interrupt-driven Talking Program $$ Push Business-Generated Press releases, seminars, videos, collateral Business Connections Building Websites Sales Cycle Organic / Findability-based Listening People $$ Pull User-Generated Blog posts, podcasts, LinkedIn & Facebook groups, YouTube Social Connections Building Communities Buying Cycle
  • 2011 Marketing Trends
  • Era of the Content Engineer™
    • The cost per lead for inbound marketing is 60% less than outbound marketing 1
        • Investment in People-dollars
        • Investment in Program-dollars
    • Content Engineer = One Part Creative Director + One Part Data Analyst
        • Both LEFT and RIGHT Brain Required!
    1 IDC 2010 and Hubspot 2010
  • Relevance is Key
    • Relevant content is key to findability
        • SEO (search engine optimization)
        • Link-building
    • Relevant content is key to customer engagement, stickiness and community building
    • Relevance  Engagement  Conversion
    • Creativity without Conversion = ZERO
  • A Cross-Linked World
    • Increase search engine rankings
            • Links are key to search engine rankings and good rankings are key to findability!
    • Drive referral traffic
            • Establish your site in a community of related sites
    • Think community as well as “supply chain”
    • Remember quality matters…
          • For people as well as search engines!
  • Creating a Virtuous Marketing Cycle™
  • Who’s Doing What Today?
    • Reach – Whole Foods, InsideView (client)
    • Geo / Micro-targeting – Whole Foods
    • Engagement - Nordstrom's
    • Transparency – California Olive Farms
    • Re-branding – Domino’s Pizza
    • Crisis Management –Wright County Farms, Domino’s Pizza
  • Establishing A Culture of Measurement COMPANY SCORECARD ACCOUNT MANAGEMENT PRODUCT MANAGEMENT MARKETING SALES ADOPTION RATE PENETRATION RATE ACCOUNT HEALTH WEBSITE PERFORMANCE CAMPAIGN PERFORMANCE LEADS PIPELINE/OPS BOOKINGS AGGREGATE UTLIZATION CONVERSION By Users By Company Total Seats # of products By Customer By Company Size Visits to Site Visits from Campaigns Pages Visited Leads from Campaign ROI for Campaign Leads by Product Type By Product Type By Channel Product Traction Upsell Conversion by Rep Lead Source Lead Status Number of Deals Created by Rep Rep Activity Against Pipeline Value of Deals Won Monthly vs. Quota
  • Establishing A Culture of Measurement COMPANY SCORECARD ACCOUNT MANAGEMENT PRODUCT MANAGEMENT MARKETING SALES ADOPTION RATE PENETRATION RATE ACCOUNT HEALTH WEBSITE PERFORMANCE CAMPAIGN PERFORMANCE LEADS PIPELINE/OPS BOOKINGS AGGREGATE UTLIZATION CONVERSION By Users By Company Total Seats # of products By Customer By Company Size Visits to Site Visits from Campaigns Pages Visited Leads from Campaign ROI for Campaign Leads by Product Type By Product Type By Channel Product Traction Upsell Conversion by Rep Lead Source Lead Status Number of Deals Created by Rep Rep Activity Against Pipeline Value of Deals Won Monthly vs. Quota
  • Keeping Marketing Honest
  • Optimizing the Lead Funnel
  • www.schulmanthorogood.com