Presentation given in New York City on 5/19 for Idio. Trends like scalability, artificial intelligence, distribution and mobility are changing the way we buy, sell and communicate. We must be poised to take advantage of these changes and equipped to handle a customer’s journey that is changing constantly. In a world of instant communication, the most successful be those that embrace experiences over marketing. Join us as we talk about why we are not the CEO or VP of sales, the head of marketing or the customer support manager, we are experience makers and managers. The only thing that makes us relevant are the experiences we provide. Everything else is just noise.

1. MARKETING IS DEAD
Kyle Lacy, 5/19/2016
Understanding the trends changing marketing
and the steps 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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TECHNOLOGY & CONSUMER BEHAVIOR
Customer
Innovation

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TECHNOLOGY & CONSUMER BEHAVIOR
Customer
Innovation
Marketing
Innovation

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WHY IS THIS HAPPENING?

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MOBILITY COMPLETELY
CHANGED THE GAME
DISRUPTIVE TREND #1

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IT IS SEAMLESS…

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1111

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IT IS JUST BEGINNING…

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“40% OF GLOBAL MOBILE USERS
HAVE A SMARTPHONE.”
MARY MEEKER

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WHY IS THIS IMPORTANT?

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60% GROWTH POTENTIAL

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WHOEVER OWNS THE
NETWORK. OWNS THE
EXPERIENCE.
DISRUPTIVE TREND #2

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COMPARISONS MATTER
$54B CAP
$12B CASH
$49B CAP
$21B CASH
$165B CAP
$40B CASH
$474B CAP
$75B CASH
$584B CAP
$215B CASH
$377B CAP
$92B CASH

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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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“MOST PEOPLE THINK OUR MAIN
COMPETITORS ARE YAHOO! AND
BING. IT’S ACTUALLY AMAZON.”
ERIC SCHMIDT
EXECUTIVE CHAIRMAN
ALPHABET (GOOGLE)

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$100,000,000,000
2015 SALES

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WHERE ARE THEY
REINVESTING?

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WHERE AREN’T THEY
REINVESTING?

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THE RISE OF THE MACHINES
DISRUPTIVE TREND #3

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Our technology application generates
news stories, industry reports,
headlines and more – at scale and
without human authoring or editing
@kyleplacy

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Our technology application
generates news stories, industry
reports, headlines and more – at
scale and without human
authoring or editing

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Our technology application generates
news stories, industry reports,
headlines and more – at scale and
without human authoring or editing
@kyleplacy

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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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MARKETING IS NOT A
FUNCTION IT IS AN
EXPERIENCE
EVOLUTION #1

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MARKETING MUST REORG
TO SURVIVE

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THE OLD WAY
MARKETING
Operations Creative

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THE NEW WAY: CUSTOMER FACING
EXPERIENCE REVENUE
CRO/CDO

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THE NEW WAY: CUSTOMER FACING
EXPERIENCE REVENUE
CRO/CDO
Controls the brand journey for prospect
and customer. They control the top and
middle of the funnel.
Controls everything related to revenue
generation. They close and upsell.

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EXPERIENCE: THE NEW MARKETING
EXPERIENCE
• Creative
• UX
• Product
Marketing
• Community
• Data Scientist
• Events
• Enablement
• Demand Gen

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THE NEW CONTENT TEAM: DEMAND GEN
DEMAND GEN
• Editor
• Writer
• Acquisition
Manager
• Operations
• Enablement
• Project
Management

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EVERY TEAM SHOULD BE
QUOTA BEARING

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EVERY TEAM SHOULD BE
QUOTA BEARING = YOU
MUST GENERATE REVENUE
FOR THE BUSINESS

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DON’T RENT AN AUDIENCE.
OWN IT.
EVOLUTION #2

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@KYLEPLACY

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@KYLEPLACY

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IF YOU CAN BUILD AN
IDENTITY NETWORK.
DO IT.

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UXPERIENCE MATTERS
EVOLUTION #3

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GET THE PRODUCT RIGHT
AND IT WILL SELL ITSELF

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GET THE EXPERIENCE RIGHT
AND IT WILL SELL ITSELF

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GET THE EXPERIENCE RIGHT
AND IT WILL SELL ITSELF
OR YOUR CUSTOMERS WILL
HELP YOU SELL IT

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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 EXPERIENCE

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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 CUSTOMER PEER BENCHMARK

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EXPERIENTIAL CONTENT
Become the
prospect’s
customer.

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EXPERIENTIAL CONTENT
• Shopped in 100 retail stores
• Tracked 80 different touch points
over 90 days
• Delivered tailored reports to the
100 retailers

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EXPERIENTIAL CONTENT
• Shopped in 100 retail stores
• Tracked 80 different touch points
over 90 days
• Delivered tailored reports to the
100 retailers
You can’t buy better
marketing.

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“YOUR MARKETING SHOULD BE
SO GOOD PEOPLE WOULD PAY
FOR IT.”
JAY BAER

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CUSTOMER’S CUSTOMER
Teach your
customer about
their customer.

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PEER RESEARCH
Teach your
customer about
their peers.

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• Connect with influencer in your customer’s network
• Interview influencer. Transcribe interview on speechpad.com
PEER INTERVIEWS

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BENCHMARKING THAT MATTERS
Your data is your
only differentiator.

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THOUGHT-LEADERSHIP IS
NOT THE SALES PITCH.

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THOUGHT-LEADERSHIP IS
NOT THE SALES PITCH.
IT SUPPLEMENTS THE SELL.

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

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MARKETING SHOULD ACT
LIKE ECOMMERCE

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MARKETING SHOULD DIG
DEEP LIKE ECOMMERCE

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

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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

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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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8
CAC & LCV & LTV
PAYBACK PERIOD
CUSTOMER RETENTION
@KYLEPLACY

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1. CAC - determine the cost associated with acquiring a
2. LCV - Lifetime Customer Value - a prediction of the net profit attributed to
the entire future relationship with a customer.
3. Payback Period- the length of time required for an investment to recover its
initial outlay in terms of profits or savings
4. Customer Retention- the number of customers you manage to keep with
respect to the number you had at the start of your period. This does not
count new customers. It is basically the opposite of customer churn.
UNIT ECONOMICS DEFINED

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DATA CLEANSE FOR HEALTHY
ARTIFICIAL INTELLIGENCE
EVOLUTION #5

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4300% INCREASE IN
ANNUAL DATA GENERATION
BY 2020

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

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

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1. Reorganization of marketing as an experience and not a function
2. Owning a network not renting it
3. Seamless user experiences
4. Shifting from content marketing to thought leadership
5. Focusing on unit economics
6. Clean data
THE FUTURE OF MARKETING DEPENDS ON…

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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