Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing is Dead

604 views

Published on

Marketing is Dead by Kyle Lacy

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Marketing is Dead

  1. 1. Kyle Lacy, 8/25/2016 Building sustainable growth by focusing on the foundation. Not the hype.
  2. 2. @KYLEPLACY #STATEOFSEARCH 2
  3. 3. 3 @KYLEPLACY #STATEOFSEARCH GET THE DECK CHECK OUT LABS.OPENVIEWPARTNERS.COM FOR WEEKLY CONTENT ON SCALING COMPANIES http://bit.ly/stateofkyle
  4. 4. @KYLEPLACY #STATEOFSEARCH 44 TRENDS VS REALITY
  5. 5. @KYLEPLACY #STATEOFSEARCH 5 Louis CK Video
  6. 6. @KYLEPLACY #STATEOFSEARCH 66 WTH IS HAPPENING?
  7. 7. 7 @KYLEPLACY #STATEOFSEARCH MOBILITY COMPLETELY CHANGED THE GAME CURRENT DISRUPTION
  8. 8. @KYLEPLACY #STATEOFSEARCH 88
  9. 9. @KYLEPLACY #STATEOFSEARCH 9 Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Worldwide 33 12 3 4 hours Facebook WhatsApp Chrome DAY IN THE LIFE OF A MOBILE USER
  10. 10. @KYLEPLACY #STATEOFSEARCH 1010
  11. 11. 11 @KYLEPLACY #STATEOFSEARCH EVERY CUSTOMER IS A CONSUMER FIRST…
  12. 12. 12 @KYLEPLACY #STATEOFSEARCH AND THE CONSUMER EXPERIENCE IS SEAMLESS
  13. 13. @KYLEPLACY #STATEOFSEARCH 1313
  14. 14. @KYLEPLACY #STATEOFSEARCH 1414
  15. 15. 16 @KYLEPLACY #STATEOFSEARCH THE RISE OF THE MACHINES FUTURE DISRUPTION
  16. 16. @KYLEPLACY #STATEOFSEARCH 2323 70% OF YOUR JOB WILL BE AUTOMATED BY 2020* *me
  17. 17. 24 @KYLEPLACY #STATEOFSEARCH HAVE NO FEAR
  18. 18. @KYLEPLACY #STATEOFSEARCH 25 YOU WILL NOT SURVIVE.
  19. 19. @KYLEPLACY #STATEOFSEARCH 26 YOU WILL EVOLVE.
  20. 20. @KYLEPLACY #STATEOFSEARCH 27
  21. 21. @KYLEPLACY #STATEOFSEARCH 28
  22. 22. 29 @KYLEPLACY #STATEOFSEARCH THE 4 PS TO SUSTAINABLE GROWTH* SUPREME SURVIVAL TIP *IGNORE ALL THIS GROWTH HACKING CRAP
  23. 23. 30 @KYLEPLACY #STATEOFSEARCH PEOPLE PROCESS PROGRAMS PERFORMANCE
  24. 24. 31 @KYLEPLACY #STATEOFSEARCH Do you have the right people? Hire for aptitude, attitude and agility. PEOPLE
  25. 25. @KYLEPLACY #STATEOFSEARCH 32
  26. 26. 33 @KYLEPLACY #STATEOFSEARCH SUCCESSFUL MARKETING TEAMS OF THE FUTURE…
  27. 27. 34 @KYLEPLACY #STATEOFSEARCH SUCCESSFUL EXPERIENCE TEAMS OF THE FUTURE…
  28. 28. 35 @KYLEPLACY #STATEOFSEARCH CONTROL EVERY ASPECT OF THE CUSTOMER JOURNEY…
  29. 29. @KYLEPLACY #STATEOFSEARCH 36 THE MODERN EXPERIENCE ORG Acquisition Conversion Brand Public Relations Brand Enablement Corporate Comms Creative Events Advertising Field Managers Content / Search Automation Sales Enablement Customer Success Product Marketing Retention Operations
  30. 30. 37 @KYLEPLACY #STATEOFSEARCH How does your team operate and optimize for the customer journey? PROCESS
  31. 31. 38 @KYLEPLACY #STATEOFSEARCH YOUR PRODUCT IS YOUR MARKETING STRATEGY PROCESS TIP #1
  32. 32. @KYLEPLACY #STATEOFSEARCH 3939 73% OF COMPANIES CONSIDER USER EXPERIENCE A TOP PRIORITY Source: Forrester Research, Forrester’s CX Index
  33. 33. @KYLEPLACY #STATEOFSEARCH 4040 1% OF COMPANIES DELIVER AN EXCEPTIONAL UX EXPERIENCE Source: Forrester Research, Forrester’s CX Index
  34. 34. @KYLEPLACY #STATEOFSEARCH 4141
  35. 35. @KYLEPLACY #STATEOFSEARCH 42 GET THE EXPERIENCE RIGHT AND YOUR PRODUCT WILL SELL ITSELF
  36. 36. @KYLEPLACY #STATEOFSEARCH 44 OR YOUR CUSTOMERS WILL SELL IT FOR YOU
  37. 37. @KYLEPLACY #STATEOFSEARCH 4545
  38. 38. @KYLEPLACY #STATEOFSEARCH 46 via UserTesting.com MAP OUT YOUR CUSTOMER JOURNEY
  39. 39. 47 @KYLEPLACY #STATEOFSEARCH PROGRAMS How do you create leverage that uncovers new sources of revenue growth and increases marketing production efficiency at scale?
  40. 40. 48 @KYLEPLACY #STATEOFSEARCH IT’S NOT CONTENT MARKETING. IT’S THOUGHT LEADERSHIP. PROGRAMS TIP #1
  41. 41. @KYLEPLACY #STATEOFSEARCH 49 THOUGHT LEADERSHIP IS NOT ABOUT YOU.
  42. 42. @KYLEPLACY #STATEOFSEARCH 50 THOUGHT LEADERSHIP IS NOT ABOUT YOU. IT STARTS AND ENDS WITH YOUR CUSTOMER.
  43. 43. 51 @KYLEPLACY #STATEOFSEARCH 80%of press mentions were a direct result of our content effort
  44. 44. 52 @KYLEPLACY #STATEOFSEARCH Not product launches…
  45. 45. @KYLEPLACY #STATEOFSEARCH 53 FOUR TYPES OF THOUGHT-LEADERSHIP EXPERIENCE CONSUMER PEER BENCHMARK
  46. 46. @KYLEPLACY #STATEOFSEARCH 54 EXPERIENTIAL THOUGHT LEADERSHIP Understand your customer’s customer journey.
  47. 47. @KYLEPLACY #STATEOFSEARCH 55 EXPERIENTIAL THOUGHT LEADERSHIP Shopped in 100 retail stores Tracked 80 different marketing touch points over 90 days Delivered tailored report cards and competitive analysis
  48. 48. @KYLEPLACY #STATEOFSEARCH 56 CONSUMER THOUGHT LEADERSHIP Understand trends in consumer behavior • Surveying consumers on mobile, social and email consumption patterns. • Used for geo launches and TOFU demand generation
  49. 49. @KYLEPLACY #STATEOFSEARCH 57 PEER THOUGHT LEADERSHIP Let your prospects and customers compare against each other
  50. 50. @KYLEPLACY #STATEOFSEARCH 58 PEER THOUGHT LEADERSHIP
  51. 51. @KYLEPLACY #STATEOFSEARCH 59 PEER THOUGHT LEADERSHIP
  52. 52. @KYLEPLACY #STATEOFSEARCH 60 PEER THOUGHT LEADERSHIP http://www.typeform.com
  53. 53. @KYLEPLACY #STATEOFSEARCH 61 PEER THOUGHT LEADERSHIP Interview the top influencers in the field. • Create a target list of top influencers • Skype / Call Recorder / Voice Recorder • Speechpad.com for transcription • Publish interviews over the course of the year • Roll up into fun end of year deliverable
  54. 54. @KYLEPLACY #STATEOFSEARCH 62 BENCHMARK THOUGHT LEADERSHIP Your data is your only differentiator. • What makes you unique? • Best time to send an email • Amount of money or time saved for customers
  55. 55. @KYLEPLACY #STATEOFSEARCH 63 THOUGHT LEADERSHIP IS NOT THE SALES PITCH.
  56. 56. @KYLEPLACY #STATEOFSEARCH 64 6 THOUGHT LEADERSHIP IS NOT THE SALES PITCH. IT SUPPLEMENTS THE SELL.
  57. 57. 65 @KYLEPLACY #STATEOFSEARCH DON’T FORGET ABOUT INTERNAL ACTIVATION PROGRAMS TIP #2
  58. 58. @KYLEPLACY #STATEOFSEARCH 66 MEET BABY KYLE
  59. 59. @KYLEPLACY #STATEOFSEARCH 67 Why is our conversion rate so low?
  60. 60. @KYLEPLACY #STATEOFSEARCH 68
  61. 61. @KYLEPLACY #STATEOFSEARCH 69
  62. 62. @KYLEPLACY #STATEOFSEARCH 70
  63. 63. @KYLEPLACY #STATEOFSEARCH 71
  64. 64. @KYLEPLACY #STATEOFSEARCH 72
  65. 65. 73 @KYLEPLACY #STATEOFSEARCH Do you have the system in place to track and evolve? PERFORMANCE
  66. 66. @KYLEPLACY #STATEOFSEARCH 74
  67. 67. 75 @KYLEPLACY #STATEOFSEARCH BETTER GOAL TRACKING LEADS TO BETTER RESULTS PERFORMANCE TIP #1
  68. 68. 76 @KYLEPLACY #STATEOFSEARCH MY PRIMARY STACK Data / AutomationCRMGoal / Project Management
  69. 69. 77 @KYLEPLACY #STATEOFSEARCH
  70. 70. 78 @KYLEPLACY #STATEOFSEARCH
  71. 71. @KYLEPLACY #STATEOFSEARCH 79
  72. 72. 80 @KYLEPLACY #STATEOFSEARCH DATA HEALTH IS MORE IMPORTANT THAN ANY TREND PERFORMANCE TIP #2
  73. 73. @KYLEPLACY #STATEOFSEARCH 81 EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  74. 74. @KYLEPLACY #STATEOFSEARCH 82 EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  75. 75. @KYLEPLACY #STATEOFSEARCH 83
  76. 76. @KYLEPLACY #STATEOFSEARCH 84 70% OF CRM IMPLEMENTATIONS FAIL BECAUSE OF BAD DATA* *Forrester Research
  77. 77. @KYLEPLACY #STATEOFSEARCH 85HOW DOES MARKETING EFFICIENTLY MANAGE DATA? • Database cleansing should be top priority • Do you have someone focused on data management? • Get your team off spreadsheets • One system of record for the entire company • Get your team off spreadsheets • Get your team off spreadsheets
  78. 78. 86 @KYLEPLACY #STATEOFSEARCH DIE ENGAGEMENT METRICS! LONG LIVE UNIT ECONOMICS! PERFORMANCE TIP #3
  79. 79. @KYLEPLACY #STATEOFSEARCH 87 8 YOU SHOULD FUNCTION LIKE AN ECOMMERCE COMPANY
  80. 80. 88 @KYLEPLACY #STATEOFSEARCH UNIT ECONOMICS Direct revenues and costs associated with a particular business model expressed on a per unit basis.
  81. 81. @KYLEPLACY #STATEOFSEARCH 89 CAC & LCV & LTV PAYBACK PERIOD CUSTOMER RETENTION
  82. 82. @KYLEPLACY #STATEOFSEARCH 90 KNOW YOUR UNIT ECONOMICS BETTER THAN THE CEO
  83. 83. 91 @KYLEPLACY #STATEOFSEARCH FINAL THOUGHTS
  84. 84. @KYLEPLACY #STATEOFSEARCH 9292 YOUR PEOPLE SHOULD DEVELOP & RE-DEVELOP YOU PROCESSES & PROGRAMS TO IMPROVE PERFORMANCE.
  85. 85. @KYLEPLACY #STATEOFSEARCH 93 THE CREATION AND MANAGEMENT OF THE CUSTOMER EXPERIENCE IS THE ONLY THING THAT MAKES YOU RELEVANT.
  86. 86. 94 @KYLEPLACY #STATEOFSEARCH GET THE DECK CHECK OUT LABS.OPENVIEWPARTNERS.COM FOR WEEKLY CONTENT ON SCALING COMPANIES http://bit.ly/stateofkyle

×