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GETTING
EXECUTIVE
BUYIN
FOR MORE
MARKETING
RESOURCES
@MSWEEZEY
Principal of Marketing
Insights
Salesforce
Author of
•  Marketing Automation for
Dummies (2013)
•  Context Revolution (2018)
T H E P R O B L E M
The problem begins in 1995…..
“Hey Boss, we
need a website”
MARKETING
BUDGETS WERE
ON AVERAGE 2%
OF GROSS
REVENUE IN
1995. @msweezey
The problem continues in 2000…..
“Hey Boss, we need to
drive traffic to the
website”
The new things you
never needed before:
•  CMS
•  SEO
•  PAID Search budget
•  Webmaster
@msweezey
The problem continues in 2003…..
“Hey Boss, we need to
convert traffic on the
website”
The new things you
never needed before:
•  Email tool
•  Form tool
•  Website tracking tool
@msweezey
The problem continues in 2006…..
“Hey Boss, we
need to social”
The new things you
never needed before:
•  Social tool
•  More Time to do social
marketing
@msweezey
The problem continues in 2010…..
“Hey Boss, we
need content”
The new things you
never needed before:
•  Blog
•  Content Designer
•  Content Creators
•  Content Distribution
@msweezey
The problem continues in 2013…..
“Hey Boss, we
need automation”
The new things you
never needed before:
•  Marketing Automation
•  Artificial Intelligence
•  New reporting tools
•  API integrations
@msweezey
T H E R E A L
P R O B L E M
NEW MARKETING
ASKS HAPPEN
BEFORE
REALIZING PRIOR
INVESTMENTS @msweezey
AND IT CONTINUES
TO BE THIS
WAY….......
70%	
39%	
59%	
39%	
39%	
Digital	Marke3ng	Spend		
Tradi3onal	Marke3ng	
Spend		
Marke3ng	tools	and	
technology	
Marke3ng	consul3ng	
Marke3ng	headcount	
Increase	in	Spending	
Where High Performers are Spending Now
@msweezey
HIGH PERFORMING
MARKETING BUDGETS
WILL DOUBLE IN ALL
AREAS WITH IN THE
NEXT 3 YEARS
@msweezey
R O A D B L O C K S
A L L
S O L U T I O N S
R E Q U I R E A
N E W I D E A O F
M A R K E T I N G
82% OF HIGH
PERFORMERS
HAVE FULL
EXECUTIVE
BUY IN @msweezey
Executives must buy into a new
idea of marketing. Not just that they
need more marketing.“	@msweezey
A L L
S O L U T I O N S
R E Q U I R E
M O R E
M O N E Y
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	
@msweezey
S O L U T I O N S
G E T T I N G	
E X E C U T I V E		
B U Y 	 I N
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
1:	It’s	about	Educa&on	
You have to get your leaders
educated on the new idea of
business. This will take lots of
‘others’ to help because businesses
tend to listen to outside voices
greater than those inside.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Top	Down	Approach	–	Teach	Them	
•  Read– “The Experience
Economy”
•  Read– “Driving Demand”
•  Read – “ClueTrain Manifesto”
•  Watch – TED Talk “What
Consumers Want”
•  Follow- 103 Genuine Marketing
Thought Leaders @msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
BoUom	Up	Approach	–	Small	Wins	
•  No Budget Content– Learn to
leverage others content.
Remember anything with a URL is
content.
•  One Step at a Time– Prove the
value of your ideas in tiny steps,
ratcheting up each time.
@msweezey
E X A M P L E S
@msweezey
https://www.clickz.com/b2b-companies-can-
buck-the-norm-and-win-big-in-marketing/26174/
READ THIS ARTICLE
It	show’s	how	Taulia	launched	a	video	
campaign	called	“Fu@K	It”	and	the	
power	of	proving	value	via	small	steps	
@msweezey
G E T T I N G	
M O R E	
B U D G E T
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
1:	It’s	about	VALUE	
The only way to get more money is
to show it is a wise investment.
Which means you have to be able
to show the value of your
investment. ROI isn’t the answer.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Why	ROI	is	a	bad	Value	Metric		
•  It doesn’t live on a balance sheet–
If a number doesn’t live on a balance sheet it’s
a vanity metric. ROI is an efficiency number
not an effectively number.
•  It’s not prescriptive– ROI doesn’t help
executives run their business better. It just
keeps you from being fired.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
You’ve	got	to	adopt	Weighted	Pipeline	
•  Sales Already Uses it– It’s a value
number your executives already buy into.
•  It’s is prescriptive– It shows future
outcomes with a high degree of certanity.
•  It is holistic – It accounts for all
experiences, providing the measure for you to
control the full experience.
@msweezey
E X A M P L E
Weighted	Pipeline	Chart	(Lead	Flow	Volume)		
Marketing	
Stage	
Volume		 Velocity		 Efficiency		 Weighted	Value		
1	 100	 5	days		 70%	 (100x.7)x10,000	
2	 90	 9	days		 77%	 (90x.77)x10,000	
3	 80	 10	days	 88%	 (80x.88)x10,000	
Pipeline	
Total			
270	 24	days	 Pipline	
Value		
$2,097,000	
	
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
2:	Learn	to	Stretch	
Have a conversation and set up a
stretch budget. This is a budget
you have set aside you have direct
access to ONLY if you hit key
metrics. It is doubling down
money.
@msweezey
E X A M P L E
@MSWEEZEY
PAID SOCIAL+ EMAIL
YOUR
EMAIL
DATABASE
UPLOAD
TO
FACEBOOK
/TWITTER
DISPLAY
ADS TO
THOSE
EMAILS +
LOOK-A-
LIKES
Set your stretch goal at a 15% increase in conversion
rates. Then run this campaign with Paid Social ads,
you should get 22% increase giving you access to that
STRETCH money.
VOLVO
CONSTRUCTION
DEALERS SELL
$100 MILLION
DOLLARS WORTH
OF NEW AND USED
EQUIPMENT EACH
YEAR WITH THIS
TECHNIQUE
G E T T I N G	
MORE	 SCOPE
HIGH
PERFORMERS
ARE 17X MORE
LIKELY TO BE
EXELENT AT
COLLABORATION @msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
1:	It’s	about	EXPERIENCE	
Brand is no longer what you say,
rather it is the sum of all experiences.
Marketing must own the experience
across the entire lifecycle.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Create	an	Experience	Council		
•  One member of each department–
Their job is to have a collective vision across
the full lifecycle and help each team see a
collective vision, and execute on it.
•  Meet Once a Month– Interview a
prospect each month on their experiences,
and how the full organization can make them
better.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Leverage	Growth	Teams		
•  Highly Tactical Team– Their job is to
go in a fix experience issues via a structured
process of iteration. They cut across silo’s to
work on a core issue affecting the bottom line.
Think of them as the a ‘special force unit’
•  Read– Hacking Growth by Sean Ellis and
Morgan Brown on how to do this
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
Leverage	Agile	Workflows		
•  This will refine your tasks– Allowing
you to take on the greater role of experience.
With out agile you will not have enough time
to take on existing roles and new one.
•  Read– The X Factor on slide share for more
on agile - https://www.slideshare.net/
MathewSweezey/the-x-factor-the-secret-to-
better-content-marketing
@msweezey
REMEMBER
WEIGHTED
PIPELINE SHOWS
THE VALUE OF
EXPERIENCE! @msweezey
C O N C L U S I O N S
E D U C A T I O N
S H O W I N G
V A L U E
C O L L A B O A T I O N
T H A N K Y O U
Mathew Sweezey / @msweezey
Principal of Marketing Insights
Salesforce

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Mathew Sweezey - Getting Executive Buy In for Marketing Resources

  • 2. @MSWEEZEY Principal of Marketing Insights Salesforce Author of •  Marketing Automation for Dummies (2013) •  Context Revolution (2018)
  • 3. T H E P R O B L E M
  • 4. The problem begins in 1995….. “Hey Boss, we need a website”
  • 5. MARKETING BUDGETS WERE ON AVERAGE 2% OF GROSS REVENUE IN 1995. @msweezey
  • 6. The problem continues in 2000….. “Hey Boss, we need to drive traffic to the website”
  • 7. The new things you never needed before: •  CMS •  SEO •  PAID Search budget •  Webmaster @msweezey
  • 8. The problem continues in 2003….. “Hey Boss, we need to convert traffic on the website”
  • 9. The new things you never needed before: •  Email tool •  Form tool •  Website tracking tool @msweezey
  • 10. The problem continues in 2006….. “Hey Boss, we need to social”
  • 11. The new things you never needed before: •  Social tool •  More Time to do social marketing @msweezey
  • 12. The problem continues in 2010….. “Hey Boss, we need content”
  • 13. The new things you never needed before: •  Blog •  Content Designer •  Content Creators •  Content Distribution @msweezey
  • 14. The problem continues in 2013….. “Hey Boss, we need automation”
  • 15. The new things you never needed before: •  Marketing Automation •  Artificial Intelligence •  New reporting tools •  API integrations @msweezey
  • 16. T H E R E A L P R O B L E M
  • 17. NEW MARKETING ASKS HAPPEN BEFORE REALIZING PRIOR INVESTMENTS @msweezey
  • 18. AND IT CONTINUES TO BE THIS WAY….......
  • 20. HIGH PERFORMING MARKETING BUDGETS WILL DOUBLE IN ALL AREAS WITH IN THE NEXT 3 YEARS @msweezey
  • 21. R O A D B L O C K S
  • 22. A L L S O L U T I O N S R E Q U I R E A N E W I D E A O F M A R K E T I N G
  • 23. 82% OF HIGH PERFORMERS HAVE FULL EXECUTIVE BUY IN @msweezey
  • 24. Executives must buy into a new idea of marketing. Not just that they need more marketing.“ @msweezey
  • 25. A L L S O L U T I O N S R E Q U I R E M O R E M O N E Y
  • 26. 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 @msweezey
  • 27. S O L U T I O N S
  • 28. G E T T I N G E X E C U T I V E B U Y I N
  • 29. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. 1: It’s about Educa&on You have to get your leaders educated on the new idea of business. This will take lots of ‘others’ to help because businesses tend to listen to outside voices greater than those inside. @msweezey
  • 30. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. Top Down Approach – Teach Them •  Read– “The Experience Economy” •  Read– “Driving Demand” •  Read – “ClueTrain Manifesto” •  Watch – TED Talk “What Consumers Want” •  Follow- 103 Genuine Marketing Thought Leaders @msweezey
  • 31. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. BoUom Up Approach – Small Wins •  No Budget Content– Learn to leverage others content. Remember anything with a URL is content. •  One Step at a Time– Prove the value of your ideas in tiny steps, ratcheting up each time. @msweezey
  • 32. E X A M P L E S
  • 33.
  • 36. G E T T I N G M O R E B U D G E T
  • 37. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. 1: It’s about VALUE The only way to get more money is to show it is a wise investment. Which means you have to be able to show the value of your investment. ROI isn’t the answer. @msweezey
  • 38. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. Why ROI is a bad Value Metric •  It doesn’t live on a balance sheet– If a number doesn’t live on a balance sheet it’s a vanity metric. ROI is an efficiency number not an effectively number. •  It’s not prescriptive– ROI doesn’t help executives run their business better. It just keeps you from being fired. @msweezey
  • 39. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. You’ve got to adopt Weighted Pipeline •  Sales Already Uses it– It’s a value number your executives already buy into. •  It’s is prescriptive– It shows future outcomes with a high degree of certanity. •  It is holistic – It accounts for all experiences, providing the measure for you to control the full experience. @msweezey
  • 40. E X A M P L E
  • 41. Weighted Pipeline Chart (Lead Flow Volume) Marketing Stage Volume Velocity Efficiency Weighted Value 1 100 5 days 70% (100x.7)x10,000 2 90 9 days 77% (90x.77)x10,000 3 80 10 days 88% (80x.88)x10,000 Pipeline Total 270 24 days Pipline Value $2,097,000 @msweezey
  • 42. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. 2: Learn to Stretch Have a conversation and set up a stretch budget. This is a budget you have set aside you have direct access to ONLY if you hit key metrics. It is doubling down money. @msweezey
  • 43. E X A M P L E
  • 44. @MSWEEZEY PAID SOCIAL+ EMAIL YOUR EMAIL DATABASE UPLOAD TO FACEBOOK /TWITTER DISPLAY ADS TO THOSE EMAILS + LOOK-A- LIKES Set your stretch goal at a 15% increase in conversion rates. Then run this campaign with Paid Social ads, you should get 22% increase giving you access to that STRETCH money.
  • 45. VOLVO CONSTRUCTION DEALERS SELL $100 MILLION DOLLARS WORTH OF NEW AND USED EQUIPMENT EACH YEAR WITH THIS TECHNIQUE
  • 46. G E T T I N G MORE SCOPE
  • 47. HIGH PERFORMERS ARE 17X MORE LIKELY TO BE EXELENT AT COLLABORATION @msweezey
  • 48. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. 1: It’s about EXPERIENCE Brand is no longer what you say, rather it is the sum of all experiences. Marketing must own the experience across the entire lifecycle. @msweezey
  • 49. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. Create an Experience Council •  One member of each department– Their job is to have a collective vision across the full lifecycle and help each team see a collective vision, and execute on it. •  Meet Once a Month– Interview a prospect each month on their experiences, and how the full organization can make them better. @msweezey
  • 50. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. Leverage Growth Teams •  Highly Tactical Team– Their job is to go in a fix experience issues via a structured process of iteration. They cut across silo’s to work on a core issue affecting the bottom line. Think of them as the a ‘special force unit’ •  Read– Hacking Growth by Sean Ellis and Morgan Brown on how to do this @msweezey
  • 51. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. Leverage Agile Workflows •  This will refine your tasks– Allowing you to take on the greater role of experience. With out agile you will not have enough time to take on existing roles and new one. •  Read– The X Factor on slide share for more on agile - https://www.slideshare.net/ MathewSweezey/the-x-factor-the-secret-to- better-content-marketing @msweezey
  • 52. REMEMBER WEIGHTED PIPELINE SHOWS THE VALUE OF EXPERIENCE! @msweezey
  • 53. C O N C L U S I O N S
  • 54. E D U C A T I O N
  • 55. S H O W I N G V A L U E
  • 56. C O L L A B O A T I O N
  • 57. T H A N K Y O U Mathew Sweezey / @msweezey Principal of Marketing Insights Salesforce