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Forget Everything You Know
About Marketing
Presented to the IEI
Bill Nussey, CEO of Silverpop
          y,              p p
October 14, 2010




                                Copyright Bill Nussey
I have made these presentations
    available in the hopes that the ideas will
        il bl i h h         h h id         ill
    be helpful to others.

    I only ask that you respect my work by
    providing attribution as appropriate and
    not re-posting them.

    Thank you and enjoy.
    Bill Nussey




2
Agenda
 g
•   Introduction
•   Four big changes in marketing
•   Thriving in the changes
•   Wrap up and questions
Marketing 20 Years Ago
        g           g
Marketing Today
        g     y
Marketing Today
        g     y
Marketing Today (
        g     y (Reality)…
                       y)
Most marketers still start with a press release…
                                  p
Four Big
Changes in
Marketing
M k ti
Branding is dead, long live Branding
       g        ,    g             g


Your b d has never
Y    brand h
mattered more and it
   tt d           d
has
h never b been more
 out of your control
      f            l
The Evolution of Branding
                        g
      Before: Your Brand
         Is Built Here




                            Now: They
                            Build Y
                            B ild Your
                              Brand
Branding is dead, long live Branding
       g        ,    g             g

• Companies live in a world of total transparency
     p                                    p     y

• It’s never been easier for buyers to talk to each
  It s
  other

• At best, you can start the conversation about your
  brand but buyers will always finish it
                y             y
Branding in the New World
       g
• Participate in the conversation
         p
                  “         ”
            Think DIALOG not PUBLISH“        ”
• Dare to be different

            Communicate with a Personality

            Be Remarkable
Everything is Marketing
          y    g            g


Marketing – mahr-ki-ting – the process or technique
            mahr ki ting
 of promoting, selling, and distributing a product or
 service
Sales i
S l is marketing
            k i        +
Support is marketing +
Billing i
Billi is marketing
             k i       +
Product is marketing +
Service is
S i i marketing +
              k i
Pricing is marketing +
Contracts
C t t are marketing +
                  k ti

Everything is marketing
E     hi i       k i
Everything is Marketing
    y    g            g
• Since your brand is now built by customers…
        y                         y
  and all your customers are talking all the time…
  everything single thing you do drives your brand


                                  Zappos grew from $0 to
                               $1,000,000,000 in less than 10
                              years entirely on the reputation
                               of i customer service…with
                                f its               i     ih
                                   virtually no marketing
Relationship is the new
      Acquisition
      A    i iti

• It costs 5X as much to get a new customer than to
  keep one
      p

• Yet I’ve never seen a single marketing team whose
   et e e e see s g e a et g tea                ose
  budget reflects this
The Noise is Getting Louder…
                   g

• Acquisition = Interruption
    q                  p

• Customers are looking for places to get away from
  the interruptions

• Social networks were supposed to kill email
  because they were less cluttered…
              y
            but have you looked at
            your Twitter or Facebook
                  feed recently?
Customers cannot find any
place that is safe from
interruption so they are
learning to tune
everything out…

… except for their friends

… and the companies that
       y
actually build valuable
relationships with them
The Future of Marketing
      is Engagement
      i E           t

• Buyers will retreat to companies that can
  communicate with them when they want about
                                     y
  what they want

• To get above the noise, marketers must be relevant
  and they must engage with their customers
What is Engagement Marketing?
          g g              g
       List size          Behavior data

    1:1 targeting          1:1 dialogs

Impractical complexity   Easy automation

     Interruption          Permission

         CPA                  LTV

Marketing Department     Entire Company
Engagement War Story
  g g              y

       Who is this guy?




                  1. Everyone needs to realize they are in
    Lessons          marketing
    Learned
    L     d       2.
                  2 This exchange was genuine and said more
                     about our culture than any ad
                  3. This stuff is hard, messy and very imperfect
Tips for Modern
   Marketingg
“How
 “H can my
  small team
possibly get on
top of all these
   things?”
    hi ?”
Go Native
            • Go and live online
               – Post on Facebook, a lot
               – Tweet on Twitter
               – Put videos on YouTube
               – Check-in with Foursquare
               – Post a product review
               – Start a personal blog
               – Post comments on other
                 blogs
               – Move to cloud with DropBox
               – Get an iPad (and expense it)
               – Hang out at LinkedIn
                 Answers
Test, measure, test, measure
    ,        ,     ,
• Bad news: I don’t have a clue how
  to build your marketing mix
• Worse news: whatever mix you  y
  find that works won’t work as well
  in a year
• Good news: you can measure
  everything so you shouldn’t be
  guessing for l
         i f long and you’ll see
                      d     ’ll
  the changes as they’re happening
Join the Automation Revolution
Deputize Your Whole Company
  p                    p y
• Everyone needs to be in marketing
        y                           g
• Send in a “secret shopper” and report back on how
  y
  your company really looks
             p y       y
• Get your colleagues to Go Native
• Survey custo e sat on things like
  Su ey customer         o t gs e
  billing, support, services
Build a Marketing CRM Database
                g
• Whether you have 10 customers or 10,000,000
          y                          ,   ,
   – Know what your customers are doing so that every contact with
     them is relevant and engaging


• Use your SFA, email marketing or even Outlook – it
  doesn t
  doesn’t have to be fancy

• G beyond contact information
  Go b   d    t ti f      ti
   – Purchases, features used, frequency of use,
     calculate life cycle, etc.
Wrap Up
Forget Everything You Know…
   g       y    g
• Marketing has seen an explosion in the number of
          g               p
  channels – customers are everywhere

• Customers are talking about you whether or not
  your listening

• We live in a world of complete transparency –
                            p         p     y
  ignore this at your peril
The New World is Better
Than You Thi k
Th Y Think
• The new marketing is a lot less about $$$ and a lot
                   g
  more about creativity, brand and genuine dialogs

• All this change represents the biggest opportunity in
  decades

• No one is good at it so you might as well be in there
            g             y     g
  early and skin your knees before your competition
  does
So
    ome of my
           m
  fav e boo
    vorite oks

          Purple Cow
                         Thank You!



       By Seth Godi
        y          in




Delivering Happines
         g          ss
        By Tony Hsie
         y         eh




        G
        Groundswe ell
       By Charlene Li
        y




   Behin the Clou
       nd       ud
    By Marc Benio
       M        off

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IEI - Forget Everything You Know About Marketing 10-2010

  • 1. Forget Everything You Know About Marketing Presented to the IEI Bill Nussey, CEO of Silverpop y, p p October 14, 2010 Copyright Bill Nussey
  • 2. I have made these presentations available in the hopes that the ideas will il bl i h h h h id ill be helpful to others. I only ask that you respect my work by providing attribution as appropriate and not re-posting them. Thank you and enjoy. Bill Nussey 2
  • 3. Agenda g • Introduction • Four big changes in marketing • Thriving in the changes • Wrap up and questions
  • 7. Marketing Today ( g y (Reality)… y) Most marketers still start with a press release… p
  • 9. Branding is dead, long live Branding g , g g Your b d has never Y brand h mattered more and it tt d d has h never b been more out of your control f l
  • 10. The Evolution of Branding g Before: Your Brand Is Built Here Now: They Build Y B ild Your Brand
  • 11. Branding is dead, long live Branding g , g g • Companies live in a world of total transparency p p y • It’s never been easier for buyers to talk to each It s other • At best, you can start the conversation about your brand but buyers will always finish it y y
  • 12. Branding in the New World g • Participate in the conversation p “ ” Think DIALOG not PUBLISH“ ” • Dare to be different Communicate with a Personality Be Remarkable
  • 13.
  • 14. Everything is Marketing y g g Marketing – mahr-ki-ting – the process or technique mahr ki ting of promoting, selling, and distributing a product or service
  • 15. Sales i S l is marketing k i + Support is marketing + Billing i Billi is marketing k i + Product is marketing + Service is S i i marketing + k i Pricing is marketing + Contracts C t t are marketing + k ti Everything is marketing E hi i k i
  • 16. Everything is Marketing y g g • Since your brand is now built by customers… y y and all your customers are talking all the time… everything single thing you do drives your brand Zappos grew from $0 to $1,000,000,000 in less than 10 years entirely on the reputation of i customer service…with f its i ih virtually no marketing
  • 17. Relationship is the new Acquisition A i iti • It costs 5X as much to get a new customer than to keep one p • Yet I’ve never seen a single marketing team whose et e e e see s g e a et g tea ose budget reflects this
  • 18. The Noise is Getting Louder… g • Acquisition = Interruption q p • Customers are looking for places to get away from the interruptions • Social networks were supposed to kill email because they were less cluttered… y but have you looked at your Twitter or Facebook feed recently?
  • 19. Customers cannot find any place that is safe from interruption so they are learning to tune everything out… … except for their friends … and the companies that y actually build valuable relationships with them
  • 20. The Future of Marketing is Engagement i E t • Buyers will retreat to companies that can communicate with them when they want about y what they want • To get above the noise, marketers must be relevant and they must engage with their customers
  • 21.
  • 22.
  • 23. What is Engagement Marketing? g g g List size Behavior data 1:1 targeting 1:1 dialogs Impractical complexity Easy automation Interruption Permission CPA LTV Marketing Department Entire Company
  • 24. Engagement War Story g g y Who is this guy? 1. Everyone needs to realize they are in Lessons marketing Learned L d 2. 2 This exchange was genuine and said more about our culture than any ad 3. This stuff is hard, messy and very imperfect
  • 25. Tips for Modern Marketingg
  • 26. “How “H can my small team possibly get on top of all these things?” hi ?”
  • 27. Go Native • Go and live online – Post on Facebook, a lot – Tweet on Twitter – Put videos on YouTube – Check-in with Foursquare – Post a product review – Start a personal blog – Post comments on other blogs – Move to cloud with DropBox – Get an iPad (and expense it) – Hang out at LinkedIn Answers
  • 28. Test, measure, test, measure , , , • Bad news: I don’t have a clue how to build your marketing mix • Worse news: whatever mix you y find that works won’t work as well in a year • Good news: you can measure everything so you shouldn’t be guessing for l i f long and you’ll see d ’ll the changes as they’re happening
  • 29. Join the Automation Revolution
  • 30. Deputize Your Whole Company p p y • Everyone needs to be in marketing y g • Send in a “secret shopper” and report back on how y your company really looks p y y • Get your colleagues to Go Native • Survey custo e sat on things like Su ey customer o t gs e billing, support, services
  • 31. Build a Marketing CRM Database g • Whether you have 10 customers or 10,000,000 y , , – Know what your customers are doing so that every contact with them is relevant and engaging • Use your SFA, email marketing or even Outlook – it doesn t doesn’t have to be fancy • G beyond contact information Go b d t ti f ti – Purchases, features used, frequency of use, calculate life cycle, etc.
  • 33. Forget Everything You Know… g y g • Marketing has seen an explosion in the number of g p channels – customers are everywhere • Customers are talking about you whether or not your listening • We live in a world of complete transparency – p p y ignore this at your peril
  • 34. The New World is Better Than You Thi k Th Y Think • The new marketing is a lot less about $$$ and a lot g more about creativity, brand and genuine dialogs • All this change represents the biggest opportunity in decades • No one is good at it so you might as well be in there g y g early and skin your knees before your competition does
  • 35. So ome of my m fav e boo vorite oks Purple Cow Thank You! By Seth Godi y in Delivering Happines g ss By Tony Hsie y eh G Groundswe ell By Charlene Li y Behin the Clou nd ud By Marc Benio M off