Presentation given at Uberflip's User Conference on 8/25/2016. The deck focuses on the 3 disruptions of the marketing profession by technology and the 5 ways to survive. Enjoy!

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Kyle Lacy, 8/25/2016
Understanding the trends changing content and
what you must do to survive

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I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
ABOUT KYLE

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WE MUST UNDERSTAND
CHANGE

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TECHNOLOGICAL ADVANCEMENT
Industrial
Revolution
1760-1840
Information
Revolution
1940-1990
Consumer
Revolution
2000-2016
Intelligence
Revolution
2020+
Mobile
Social
SaaS
Cloud
Machine Learning
Computers
Radio
Television
Internet
Cotton Gin
Steam Engine
Bessemer Process
Model T
Telephone
Transistor
Nanotechnology
Artificial Intelligence
Virtual Reality

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Louis CK Video

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WHY IS THIS HAPPENING?

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MOBILITY COMPLETELY
CHANGED THE GAME
DISRUPTIVE TREND #1

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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

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IT IS SEAMLESS

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MOBILE TECHNOLOGY
CONSUMPTION HAS
MATURED

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GLOBAL INTERNET
CONSUMPTION IS JUST
BEGINNING

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WHOEVER OWNS THE
AUDIENCE, OWNS THE
MARKET
DISRUPTIVE TREND #2

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AMOUNT GLOBAL WEB
TRAFFIC DIPPED WHEN
GOOGLE SUFFERED A 5
MINUTE OUTAGE
40%
http://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-facts

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181 ACQUISITIONS
AS OF APRIL 16, 2016

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THE RISE OF
THE MACHINES
DISRUPTIVE TREND #3

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70% OF YOUR JOB WILL BE
AUTOMATED BY 2020*
*me

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HAVE NO FEAR

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MARKETING DOESN’T
SURVIVE.

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MARKETING DOESN’T
SURVIVE. IT EVOLVES.

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EMBRACING THE 5 PS OF
MARKETING SURVIVAL
EVOLUTION #1

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PEOPLE
PRINCIPLES
PROCESS
PROGRAMS
PERFORMANCE

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What are your fundamental beliefs
and objectives of your team?
PRINCIPLES

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How does your team operate and
optimize for product, pricing, promotions
and channels?
PROCESS

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Do you have the right people?
Hire for aptitude, attitude and agility.
PEOPLE

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How do you deliver programs that
uncover new sources of revenue growth?
PROGRAMS

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Do you have the system in place to
track and evolve?
PERFORMANCE

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YOUR UXPERIENCE
MATTERS
EVOLUTION #2

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GET THE EXPERIENCE RIGHT
AND YOUR PRODUCT WILL
SELL ITSELF

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OR YOUR CUSTOMERS WILL
SELL IT FOR YOU

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1% OF COMPANIES
DELIVER AN EXCEPTIONAL
UX EXPERIENCE

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via UserTesting
MAP OUT YOUR CUSTOMER JOURNEY

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AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY

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AWARENESS EVALUATION PURCHASE USAGE REPURCHASE ADVOCACY
Corp Brand
Website
Press
Advertising
Social
Sponsorship
Employees
Referrals
Word of mouth
Offers
Experience
Referrals
Website
Press
Advertising
Ease of Use
Price
Bags
Locations
Ease of Use
Experience
Referral
Offers
Pre-flight
Boarding
Airplane
Luggage
Seats
Bathrooms
Inflight Service
Time
Drinks
Retrieval
Notifications
Contact
App Use
Check-in
Loyalty Program
Post flight comm
Offers
Hotels/Cars
Hospitality
Forums
Referrals
Support
Complains
Loyalty Prog
Social Media
Advertising
Word of Mouth
AIRLINE CUSTOMER JOURNEY

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IT’S NOT CONTENT
MARKETING. IT’S THOUGHT
LEADERSHIP.
EVOLUTION #3

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THOUGHT LEADERSHIP IS
NOT ABOUT YOU.

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THOUGHT LEADERSHIP IS
NOT ABOUT YOU. IT STARTS
AND ENDS WITH YOUR
CUSTOMER.

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FOUR TYPES OF THOUGHT LEADERSHIP
EXPERIENTIAL CONSUMER PEER BENCHMARK

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EXPERIENTIAL THOUGHT LEADERSHIP
Experience your
buyer’s customer
journey.

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EXPERIENTIAL THOUGHT LEADERSHIP
Shopped in 100 retail stores
Tracked 80 different marketing
touch points over 90 days
Delivered tailored report cards
and competitive analysis

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CONSUMER THOUGHT LEADERSHIP
Understand
trends in
consumer
behavior.

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PEER THOUGHT LEADERSHIP
Let your
prospects and
customers
compare
against each
other.

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BENCHMARK THOUGHT LEADERSHIP
Your data is your
only differentiator.

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THOUGHT LEADERSHIP IS
NOT THE SALE’S PITCH.

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THOUGHT LEADERSHIP IS
NOT THE SALE’S PITCH. IT
SUPPLEMENTS THE SELL.

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DIE ENGAGEMENT METRICS!
LONG LIVE UNIT
ECONOMICS!
EVOLUTION #4

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“WE MUST MOVE FROM
NUMBERS KEEPING SCORE TO
NUMBERS THAT DRIVE BETTER
ACTIONS.”
DAVID WALMSLEY

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MARKETING SHOULD
FUNCTION LIKE AN
ECOMMERCE COMPANY

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• Open Rate
• Click Through Rate
• Cost per Click
• Time on Site
• Bounce Rate
• Close rate per Channel
• Conversion Rate
ENGAGEMENT METRICS ARE IMPORTANT
BUT
SECONDARY

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UNIT ECONOMICS ARE
IMPORTANT TO
UNDERSTAND

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CAC & LCV & LTV
PAYBACK PERIOD
CUSTOMER RETENTION

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KNOW YOUR UNIT
ECONOMICS BETTER THAN
THE CEO

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DATA CLEANSE IS MORE
IMPORTANT THAN ANY
TREND
EVOLUTION #4

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“BIG DATA IS LIKE TEENAGE SEX…
EVERYONE TALKS ABOUT IT, NOBODY
REALLY KNOWS HOW TO DO IT,
EVERYONE ELSE IS DOING IT, SO
EVERYONE CLAIMS THEY ARE DOING IT.”
DAN ARIELY
DUKE UNIVERSITY

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4300% INCREASE IN
ANNUAL DATA GENERATION
BY 2020*
*http://www.csc.com/big_data/flxwd/83638-big_data_just_beginning_to_explode_interactive_infographic

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70% OF CRM
IMPLEMENTATIONS FAIL
BECAUSE OF BAD DATA*
*Forrester Research

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DATA?
• Database cleanse should be your top priority
• Get your team off of spreadsheets
• One system of record for the entire company (Good luck)
• Process. Process. Process. Process. Process.

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AND ONE LAST THING…

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YOU ARE NOT GROWTH
HACKERS

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YOU ARE NOT GROWTH
HACKERS OR MARKETERS

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YOU ARE NOT GROWTH
HACKERS OR MARKETERS
FOUNDERS OR THE CEO

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YOU ARE NOT GROWTH
HACKERS OR MARKETERS
FOUNDERS OR THE CEO
DIGITAL SAVANTS OR SOCIAL
NINJAS

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YOU ARE EXPERIENCE
MAKERS AND MANAGERS.

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THE CREATION AND
MANAGEMENT OF THE
CUSTOMER EXPERIENCE IS
THE ONLY THING THAT
MAKES YOU RELEVANT.

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I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
ABOUT KYLE