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What CEO's want from CMO's - Michael Leander keynote at Semana Nacional de Marketing XVI 2015 in Lisboa

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Markedu founder, expert marketer Michael Leander presented his marketing keynote "9,5 tips to ROMI in front of the attendees at APPM's 17th National Marketing Congress in Lisbon, Portugal.

The Semana Nacional de Marketing 2015 (National Marketing Congress Portugal) was organized for the 16th time by APPM - Associação Portuguesa dos Profissionais de Marketing.

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What CEO's want from CMO's - Michael Leander keynote at Semana Nacional de Marketing XVI 2015 in Lisboa

  1. 1. 9  ½  $ps  to  ROMI+   How  will  Portuguese  CMO’s  earn  the   respect  and  admira:on  they  deserve?   Michael Leander, Markedu Lda. markedu.pt  /  @markedu  /  @michaelleander    
  2. 2. “By 2020 customer experience is expected to surpass product and pricing as the key business differentiator”       Source:  Forbes  Insights  “Customers  for  Life”      in  associa@on  with  Sitecore  
  3. 3. Nudge to change people’s behavior and turn intentions into actions – add to the experience
  4. 4. Foundational elements need “Fix’ing” if CMO’s are to meet & exceed expectations
  5. 5. Tip  #  1  sponsored  by  my  mother    Respect your audience and pay attention to their ever changing needs
  6. 6. Don’t bluff Be transparent Be(come) easy to do business wth in near real time & keep your promises
  7. 7. Who is Michael Leander? ü  As  CEO,  CMO  have  made   marke$ng  mistakes  consistently   for  20+  years  …   …  and  learned  from  most  of  them   ü  Speaker  in  40+  countries     ü  Judged  marke$ng  awards  in  15   countries  …   …  great  source  of  inspira@on  for   learning  how  marketers  think  &  act   ü  Board  member.  Consultant,   trainer,  speaker,  father  of  many,   husband  to  one   ü  Founded  Markedu  and  therefore   consistently  exposed  to  mistakes   &  solu$ons  
  8. 8. You  can  win  this  today  !    
  9. 9. But  wait  –  there’s  more  
  10. 10.  Or  you  can  win  1  $cket  for  the     Mobile  Marke$ng  Masterclass  on  20  May  
  11. 11. 2  winners  will  be  randomly  selected   from  all  entries     1.  Take  a  (fun)  selfie,  write  a  smart  comment,  post  a   cool  video-­‐snippet  or  quote  a  quote   2.  Post  on  TwiDer,  Facebook,  YouTube,  Instagram  or   Google+   3.  MenNon  #Markedu  or  #SND15  or  @Markedu  or   @Michaelleander  or  @Appm_PT   4.  You  are  welcome  to  Facebook  on  APPM’s  and/or   Markedu’s  Facebook  pages  too   Winner  will  be  announced  today  immediately  aSer  the   last  session    
  12. 12. Tip  #  ½     Stop the embarrassing focus on quantities. Start obsessing about quality.
  13. 13. Don’t  count  the  customers    you   reach  –  Reach  those  who  count   @michaelleander  
  14. 14. Tip  #  2  –  sponsored  by  Edward   Create a culture of experimentation. Understand that failure is a big part of your success.
  15. 15. Failing is not a problem. As long as your organization learn from each failure
  16. 16. Constant experimentation helps innovation evolve. Reserve 10-15% of budget & time for experimentation and testing Experiments can lead to unexpected positive results
  17. 17. Explore  different  ways  
  18. 18. A $ 100 dollar experiment created massive success
  19. 19. Get  3  more  $ps  along  with  the   full  story  in  PDF  format  directly   to  your  email.     Email: michael@leander.me
  20. 20. Tip  #  3  –  sponsored  by  Valeria   Big ideas. Big ideals. Take your CMO vanity somewhere else
  21. 21. Think process and culture! Divorce “We should do this” ! Get a “Let’s do this” culture
  22. 22. Brilliant  ideas  are  1  in  1.000  and  (very)   expensive  to  generate.     Execu$on  is  bread  and  bu[er  for  CMO’s!   Choose  strong  execu$on  over  brilliant  ideas    
  23. 23. VOTE  FOR     Stories  that  last  and   campaign  longevity  
  24. 24. Tip  #  4  –  sponsored  by  SQL   There is more to marketing than art! Embracing science & technology won’t kill you !
  25. 25. Most effective marketing channels ignored by Portugal CMO’s ! •  SEO   •  Email  markeNng   •  3   •  4   •  5  
  26. 26. Tip  #  5  –  Sponsored  by  Anastasia   Mobility is not next year’s budget. It is happening now !
  27. 27. Being responsive is merely your entry ticket. What matters is the experience you deliver.
  28. 28. Me time accounts for 46% of time spent on mobile Shopping 12% Socializing 19%
  29. 29. Tip  #  6  –  sponsored  by  my  wife   Learn how to count! Cheap is expensive and expensive is cheap
  30. 30. Common   misconcep$ons  in   marke$ng   Email  is   CHEAP   Direct  mail  is   EXPENSIVE  
  31. 31. Cost  per  order  €  78   Cost  per  order  €  98   Smaller  apparent  risk   Higher  apparent  risk  
  32. 32. Be obsessed about your key marketing numbers Cost  per  order   Cost  per  new  customer   Cost  per  lead   Cost  per  acNon  …   8  out  of  10  CMO’s  don’t  know  their  CPL  $      
  33. 33. Tip  #  7  –  sponsored  by  Winnie,  my  sister   Content means nothing if it ain’t relevant in context !
  34. 34. What  really  decides   consumers  to  buy  or  not  to   buy  is  the  content  of  your   adver:sing,  not  its  form.   David  Ogilvy    
  35. 35. The  Power  of  Paper   Mul@-­‐channel  really  is  mul@-­‐channel.  Across  the  board  25%  of     consumers  prefer  paper  over  digital  in  cri@cal  stages  of  the   buying  cycle    
  36. 36. 3 big C’s: Context, Connectivity, Content CONNECTIVITY Desktop Phone Tablet TV CONTEXT CONTENT Watching Monday night football and has his phone Awareness TV Spot and Twitter Sponsored Tweet Ad As a high LTV prospect, loaded into Fb custom audience list Awareness messaging via Fb newsfeed DR remarketing mobile display ad with customized offer for Term Life Life Insurance Key Word Re-Marketing Pool Visits site 2 days later on his iPad, recognized as same user Customized, responsive offer landing page: Online quote Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance High-LTV, incomplete quoter re-marketing pool Personalized offer email Personalized site landing page with offer Segment A Perhaps  content  isn’t  King  aSer  all?  Perhaps  context  is  !  
  37. 37. Tip  #  8  –  sponsored  by  my  father   Engagement is not a fad. Nor is relevance.
  38. 38. Getting and keeping anyone’s attention is difficult these days.           Buyers  have  an  abundance  of  choices   You  need  to  “nudge”  consistently  to   earn  the  desired  behavior.     And  occasionally  push  hard.    
  39. 39. No more sex on the first date !     On  average  buyers  engage  with   more  than  11  pieces  of  content   before  making  a  purchase   decision  
  40. 40. Meet  the  new  AIDA   A  =  ADenNon  (Awareness)   I  =  Interest   D  =  Desire   E  =  Engagement     A  =  AcNon   Engage  me   Many   interacNons   to  convince  &   convert  
  41. 41. A  =  ADenNon  (Awareness)   I  =  Interest   D  =  Desire   E  =  Engagement     A  =  AcNon   Personalized   dialogue   Eyeballs   Engage   $     Engage   Nurture   Re-­‐ acNvate   AIDEA is the new black!
  42. 42. Tip  #  9  –  sponsored  by  reality  check   The immediate value of social media is in the share. Like not like.
  43. 43. AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action Engagement   Share  is  good   ac:on  counts   Like  is  NOT  a  currency,  engagements  conver@ng  to  ac@ons  are  @michaelleander  #appmpt  
  44. 44. CMO’s  need  to  own  the  experience  across  all  channels     #SND15  @michaelleander  @markedu  
  45. 45. Speak  to  customers  and  prospects  in   their  language  addressing  the   problems,  concerns  and  aspira:ons  of   individuals,  not  segments   Cross  channel  personaliza:on  and  customiza:on    is  the  need  of  the  hour.  Will  CMO’s  in  Portugal  succeed?
  46. 46. Obrigado     Talk  to  me  michael@leander.me    

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