Presentation from Breakfast event at Salesforce 21st March 2017

1. The Future of
marketing
Exclusively for:
Digital Mornings

2. @msweezey
ABOUT ME
Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for
Dummies (Wiley) (2013)
• Context Revolution (Harvard)
(2018)

3. High performers
New research to show what a high performer is
New research on

4. To be successful, marketing leaders must view marketing as a primary product they create. Here we see how
marketing leaders rate their business performance versus their direct competitors, divided by performance level.
High-performing vs.
Underperforming Teams
96.3xmore likely to rate overall
business performance as
much stronger than their
direct competitors
Underperformers
High performers
Moderate performers
40%
30%
20%
10%
0%
50%
60%
1%
8%
71%
70%
@msweezey

5. EXECUTIVE BUY IN
HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES
NUMBRER ONE TRAIT

6. 82%OFHIGH
PERFORMERSHAVE
FULLEXECUTIVEBUYIN
@msweezey

7. They must buy into a new idea of
marketing. Not just that they need
more marketing.“ @msweezey

8. human
centered
GET PAST THE IDEA
THAT YOUR
DEMOGRAPHIC WILL
ONLY ACCEPT STIFF,
AND BORING.

9. Laughter:
All people laugh, even CFO’s of
the worlds biggest companies.
@msweezey

10. Track
influence45% of all customers have watched 1 video,
a n d t h e y h av e i n f l u e n c e d o v e r
$100 million dollars in pipeline.
T I P S F O R E X E C S U P P O R T

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

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

13. Understand
ModernHuman
Desiresformedia@msweezey

14. 51% of the time a CEO’s picks up
their mobile device because they
are bored. - Pew Research“ @msweezey

15. Social media
is the modern
day smoke
break
ESCAPE CONTENT
“
@msweezey

16. Kronos uses these
comics to share on
social media. They see
10x more engagement on
these comics than their
corporate blog.
“
@msweezey

17. FOR MORE IDEas
Follow these 103 Genuine Marketing
thought leaders
@msweezey
h#ps://www.slideshare.net/MathewSweezey/103-genuine-
marke>ng-thought-leaders-63565128

18. budgetsThis has a ton to do with what you can do
Dollar, dollar bills, y’all

19. 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

20. 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*Gross revenue *Gross revenue *Projected revenue

21. How to go from established
to market leader
exacttarget
Cmo, TIM KOPP

22. Step1:
Double the budget to pay
for new mega marketing
hits, sff & connections.
@msweezey

25. Results:
• 100k+ downloads.
• Contentmarketingprogramof
theyear2012/2013-cmi
@msweezey

27. CNX16’Results:
5k+ marketers joined us
750k+watcheditliveonline
$200M+pipelineinfluenced
@msweezey

28. PRO TIP FOR TRADESHOWS
USE Ipads with pardot forms on them
at the booth. This way you remove
manual input of data, and lead
routing.
@msweezey

29. DYNAMIC
The cool kids are all

30. 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

31. Webpersonalization:
57% of high performers use web
personalization, where only 5%
of underperformers use it.
@msweezey

32. C O N S I D E R
U S I N G
D Y N A M I C
C O N T E N T
B L O C K S
@msweezey

33. C O N T E N T
B E C O M E S
D Y N A M I C T O
A P E R S O N
IF <lead> has not been
contacted by sales
<give> offer 1, if so
<give> offer 2
@msweezey

34. MORE on STAGED CONTENT
READ:
@msweezey
h#ps://www.clickz.com/3-2-1-nurturing-
technique-for-lead-genera>on/34734/

35. agile productionAgile is more than just a buzz word
The modern building process

36. 52%OFHIGH
PERFORMERSuseagile
methods.
@msweezey

37. Agile is the modern
production method.“ @msweezey
(speaking note: drop the mic here)

38. Agilestructure
&Agileprocess*These can operate independent of each other

39. Of marketers say
it takes 2-5 weeks
to create a piece
of content.
42%
Of marketers say it
takes more than 7
weeks to create a
piece of content.
1/3
1 h#p://www.techvalidate.com/blog/2013-content-marke>ng-
research->me-spent-crea>ng-content-2892
@msweezey
@msweezey

40. A better way to make it
There are an infinitely growing number of marketing
channels which require content. This brings about a new level
of content we must produce. The only way to create enough
content with a high enough success demands a new
foundation on how we execute marketing campaigns. We
must learn from other business departments who have faced
similar issues.

41. Place your pin on the blue dot. Your goal will be to close your eyes
and then draw a straight line to the red dot. Stop when you get
there.

42. Your line probably looks like this.

43. Now try again, but feel free to stop when ever you want. Leave
your pen on the paper, and open your eyes. Recalibrate, close your
eyes then continue to draw your line. Take as many stops as you
want.

44. Your second line probably looks like this.

45. Agile
Theory
Small and frequent iteration is the key to success when you
operate in dynamic environments. Our marketing enjoinment
is dynamic since our consumer, and channels are constantly
changing. Technology also has now caught up to a place
where instant iteration is possible.
User Stories
MVPReview
Execute

46. 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 ?
@msweezey

47. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
Example of Agile building

48. IT FUNDAMENTALY CHANGED THE
WAY WE GO TO MARKET.“ @msweezey
HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES

49. FOR MORE on AGILE
VIEW:
@msweezey
h#ps://www.slideshare.net/
MathewSweezey/the-x-factor-the-secret-to-
be#er-content-marke>ng

50. TacticsAgile is more than just a buzz word
The modern building process

51. High and low performers use the
same tactics, but high performers
see 2x-3x the value.
“ @msweezey

52. social
media
marketing
This is how to use
social to smash it
and drive serious
lead gen.

53. Organic Reach is now
2-4% at best
@msweezey
How many Facebook followers?
Who cares!
@msweezey

54. Volvo Construction
dealers sell $100
million dollars
worth of new and
used equipment each
yearwith Facebook.

55. @msweezey
PaidSOCIAL+email
YOUR EMAIL
DATABASE
UPLOAD TO
FACEBOOK/
TWITTER
DISPLAY ADS
TO THOSE
EMAILS +
LOOK-A-LIKES

56. WHEN A SOCIAL AD AND EMAIL ARE
BOTH SENT TO A PERSON THE TOTAL
NET EFFECT IS A 22% INCREASE IN
ENGAGEMENT OVER EITHER BY
THEMSELVES
22
@msweezey
P E R C E N T

57. NURTURING
IS’NTEMAIL
MARKETING
THIS IS ONE OF THE
BEST WAYS TO
INCREASE
ENGAGEMENT WITH
OUT CREATING MORE
CONTENT.

58. INCREASED
Leadflow
BY16x
@msweezey

59. “A” or “b”How do you engage with content
online?

60. “We batch research”

61. Daily content consump>on. Usually is Learn, and
Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined
Batch Batch Batch

62. LEAD GEN NURTURING’S REAL GOAL
MOVE TO NEXT STAGE
Y 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

63. 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

64. modern email Design
SKIP - HTML
It doesn’t belong in nurturing emails, and let me prove to you why
@msweezey

65. Our job isn’t to be pretty. It’s
to be effective.“ @msweezey

66. RICHTEXT isauthentic
I can not hand code HTML
and never have. So if I sign
an email which is fully
formatted HTML it’s
obviously an automated
email.
RICH TEXT is how humans
write emails to each other.
Short, to the point, and with
out formatting.
John,
I didn’t know if you follow @jaybaer. He’s talking a lot about
content these days. Check him out!
best,
Mat
@msweezey

67. 15th largest bank
In the UNITED STATES
DID A SIDE BY SIDE
with HTML v RICH ->
INCREASED
ENGAGEMENT
BY4x
@msweezey

68. FOR MORE TACTICS
READ:
Marketing automation for dummies
@msweezey

69. Conclusion
Putting a bow on all of this

70. You must transform the way
you see marketing, not just
the tools and tactics.
“ @msweezey

71. @msweezey
Mathew sweezey
THANKYOU