Play in full screen mode or else!
Does something smell?
Marketing folks needs to clear the crap
Walk with me through my
garden of marketing
philosophy (ohh that might be
manure you smell) and see
examples of how to be
successful by using that
thing between your ears.
No, you can't just take
more fiber.

Why so much marketing is low-ROI (crappy)
Marketing Struggles to Make a Difference
• Budget pressures push to
core functions
Thought
Leadership
EPS • Most core functions provide
Pressure no differentiation (everyone
d
does them)
• Impact Marketing is about
innovating and streamlining
PR/AR core so effort can be spent
Lead
Gen
Publishing
outside
• Is lead generation done as a
Web
Viral Site
Collateral sales collaboration?
In this case, the bullseye is more like a bull's butt - just keeps you even with your biggest,
strongest competitors and if only focused on, it results in crappy (smelly) marketing.

Get Marketing and Sales Aligned!: The #1 synergy
problem needs to be dealt with. General power struggles
between sales and marketing cannot be accepted.
New motto: • A wingman is a partner
Marketing is Sales Wingman! • Set sales up to look good
and manage loads
• Always in communication
• A common definition of a
SALES “lead” and pass-over point
• Building off each other
• Personalities aside, these
two roles HAVE TO be on
the same page
Watch the original Coors commercial
Two solid Wingman references are Top Gun – but Goose dies and that made Meg Ryan cry and makes me
sad and the classic Coor's Light “Wingman” TV commercial.

Apply Common Sense to Stand Out
PR/Advertising/Lead Gen – take guts to be effective
Stand
Out IMPACT ZONES
e
If you don't
g
ed
Moogle
have the spend,
re
mo
you have to
d,
MBU
have/create
en
sp
stand out oohay
ss
material to rise
Le
above the noise You More spend, no edge Macrohard
Frequency/Expense
Yes, this is a blatant ripoff of Gartner's Magic Quadrant, which is a blatant rip off of a
simple 2x2.

the “Box” the box is on fire… we don’t need no water.. Let the…
Example: Greg the Architect “outside-the-box” viral campaign
• 90k+ YouTube views on 1st
video
• Winner of many marketing
awards
• Hailed in Groundswell
• Significant press: WSJ,
InformationWeek and even
South China Morning Post
• I was invited to speak at
YouTube's B2B event as an
example of success (I
w
waived my honorarium)
Click to watch the original video
Click to watch ROI of the Beholder
The firm we used is based out of Kentucky – their name is “Big Fat Brain.” They went on to be featured in TIME magazine
and produce the hugely successful “You Suck at Photoshop” series with millions of views. They got too expensive, so what
did we do?

Greg strips when the budget is tight
No, he doesn't take his clothes off.
• Videos too
expensive to
continue
• Extended brand for
<$100 per
cartoon/strip
• Continued blog
coverage of “The
Greg Strip”
• Continued to be
included in “the
conversations” in
our key areas
With “The Greg Strip” we were able to have timely and highly butt-kissing material. Turnaround in 2-3 days and
can pitch to popular blogs like above example.

Sometimes out of the box is in the (mail)box!
Direct Mail: Valentine's Day
• Less snail mail to
compete
• Valentines gets
opened
• Humor strengthens
interest
• Good will gift – blank
card
• Sales so enamored
they personally
distributed thousands
• Easy to follow-up
Click to see Valentine direct mail piece
Yes, it's ok to “Love your customer” but don't LOVE your customer!

Give your boring snoreware a pulse
Example: Giving Content some Edge
• Vibrant, easily
changeable Flash
components
• Interactive and roll-
based
• Catchy copy
Target buyers are people that care about TV shows like LOST, Battlestar Gallactica, American Idol, How I Met
Your Mother (great show!) - B2B marketers need to think “edu-tainment” to break through noise.

Step over the edge to find it
(
(sometimes)
• Not much to spend in
comparison with big
competitors
• BOLD and
memorable
• Among the company's
most recognized
pieces
• Timed with early
presidential election
• Appeared for 1-month
in SFO, DFW, JFK,
ATL
A key Gartner analyst said “I've never worn vendor schwag, you send me a shirt with that on it, and I will wear it!” -
So we did and it was the most popular shirt we ever made. It's also the campaign that resulted in the most love
and hate at the same time, but plenty of attention.

S
Spicing up a boring tech concept (SOA)
SOA Banner Ad Campaign: Seriously Over Advertised
• New agency
selection
• Convey over-hype
• Bold and hard
hitting
• Be honest about
buyer environment
These had significantly higher click-thru rates than previous campaigns and better than the other advertisers (so the
media companies told me). 25% of people that say statistics lie are really really 80% smarter than the other 75%.
T
Trust me, I watch doctor shows (like House!)

Turn workers into Killer Teams
It's typically not the people, it's management LEADERSHIP
• A happy team is a
motivated team
• A leader is a
prioritizer, an
enabler, not a
micromanager
• A leader not only
gets in the
trenches, they help
dig them
• Embrace diverse
teams – they bring
strength
Great Productivity from
Diversity, Drive and Direction
One unique practice I employed for Monday meetings was to have every team member come with a joke. This lightened
up the meeting and also built stronger relationships with colleagues while bringing others out of their shells. My team
routinely told me it made Mondays enjoyable and kicked off a productive workweek.

It's not the size of your lead gen pipeline..
It's how you use it
Evaluation Software
downloads have
Seminar and
increased dramatically
Webinar #’s
(
(1000+ downloads)
also include
Registrations. Google responses
increased dramatically in
May with new SEO
management of program
Enix BPM email
blast generated
~600 responses
Web/ Tele-
Webinars Trade Live Google Online Direct Mktg Special Exec
Online Shows Seminar Directory Email List Mktg Events Events Total
FY2006-
FQ2 4090 3705 1975 1647 1153 884 872 260 234 147 20 14987
Numbers are like letters, but they make sense when you do math stuff to them. Unless you are going algebra. Chucking out big
“lead” numbers is just a game played to pacify and to show “marketing did work.” The key is how these numbers get nurtured
and lovingly handed to sales to increase bottom line.

Battle the Bloat to Close Business
Need to Nurture Raw Leads to manageable hand-off
GOOD
B AD Leads Nurtured
High Volume of
Based on Business
Raw Leads Thrown
Rules
to Sales
R e s u lt s
C h a r a c t e r is t ic s
1. Better Visitor Experience, Identify Repeat
1. No Single Sign On or Dynamic Webforms
Visitor
2. No Defined Business Rules
2. Sales only receives Pre-Qualified leads
3. No Lead Scoring
(
(met Business Rules)
4. Manual Lead Upload
3. On-Going, Auto De-duplication of Incoming
Responses
Who doesn't need a little love? Nurturing is about keeping contact, providing value when you can
and knowing the pulse of the customer – are they ready to buy, hot?

Find your influence to do make your stuff stand out!

Influencers, Influences and hopefully no influenza.
Christopher Locheed
What he taught me: How I know him:
It's alright to say most I've never met him, just read
marketing is “shitty” - I say about him when Bob Evans
“crappy” which gets through at InformationWeek told me
spam filters. about him.
Convinced me that
“committees” although safe
are bad.
Some musings from his site:
Marketing chief at 3 public “Legendary marketing is about standing out, standing for
companies (Mercury, Scient, something, and creating a brand that makes more people buy
Vantive) and retired at age from you than anyone else...
38.
Say something provocative, engaging, or controversial and
Proclaims “Save the World people will talk about your brand. You may even set the agenda
from Shitty Marketing!”
for your industry, drive a breakthrough in growth and kick your
competition hard.”
For Christopher's birthday I made him a chocolate cake with “World's Best Marketer” on it, to match my own mug.
He never ate any cake.

Influencers, Influences and hopefully no influenza.
C.K. Prahalad What he taught me: How I know him:
The contrarian perspective He was the founder of a
is to be nurtured, explored company I worked at. We
and energized. became good friends and
constant debaters
Listening is a remarkably
important skill no matter
who you are.
Father of 'Core Competence',
'White Space', 'Bottom of the
Pyramid' and son Murali and
daughter Deepa.
Author of 'Competing for the
Future', 'The Future of
Competition', 'Fortune at the
Bottom of the Pyramid' and
'The New Ago of Innovation'
For CK's 60th birthday I got Peter Drucker (RIP) to sign and personalize a happy
b-day message in his “60 Years of Essential Drucker” book.

Influencers, Influences and hopefully no influenza.
My Top 9 Sayings
Think outside the box and inside my sphere
If you know where the box is, you probably are still in it
Safe marketing is rarely effective marketing
Most best practices are dead practices
Blinders are for horses
Mediocrity killed the cat
S
Say What you Mean, Do What you Say (The Fixx)
Vacuums suck
Don't get directions from Yogi Berra
A
An eclectic collection of a few Things that I really like (in no particular order)
Alton Brown's Good Eats Snowboarding The Matrix Commodore64 My Wife
Dogs Freakonomics SouthPark Golf Korean Food House
High-fiber cereal Futurama TRON Ender's Game Jeopardy
Green Day Crater Lake Jon Stewart/Stephen Colbert Depeche Mode
LA Confidential Field of Dreams French Food/Italian Wine Fantasy Football
Helping People
C
Cutting Edge Science (wireless electricity, space exploration, stem cell research & more)
This slide wins the Simon Cowell (judge on American Idol) “Sheer Indulgence” award

Just like sales, marketing is all about making connections: Connecting the
company's assets with the interests and opportunities that buyers, media, analysts
and the market constantly presents.
It's communicating more effectively by putting the target in the middle and
messaging outward, not the reverse like too many companies do. It's continual, bi-
directional collaboration and it takes a whole lot of passion and heart (along with
some great experience/experiments)!
If you read all of this,
congratulations, my wife wouldn't
even! Have a nice glass of wine or
beer… Have them throw it on the
Steve Jobs tab.

I rant because I care… one last thing
And you thought I was done!
This is how most of
us still get our
change.
Why do they put
the coins on the
top?
It just makes you
fumble longer.
The opportunities to innovate and
improve are everywhere