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5 Key Traits of High Performing Marketing Organizations

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We've researched over 7,000 companies over the past two years, and have found the 5 key traits to high performing marketing organizations. See how you rank, and or what you need to do to become a high performer.

Published in: Marketing

5 Key Traits of High Performing Marketing Organizations

  1. 1. @MsweEzey S l i d e s c a n b e f o u n d h e r e
  2. 2. New DATA 7 , 5 0 0 m a r k e t e r s f r o m a r o u n d t h e w o r l d O v e r a p e r i o d o f t w o y e a r s a c r o s s a l l i n d u s t r i e s - S a l e s f o r c e s t a t e o f m a r k e t i n g - 2 0 1 6 / 2 0 1 7
  3. 3. High Performerso u t p e r f o r m t h e i r c o m p e t i t i o n b y 96.3X@ m s w e e z e y
  4. 4. @ m s w e e z e y
  5. 5. High Performersa n d l o w p e r f o r m e r s d o t h e s a m e T h i n g s y e t H i g h p e r f o r m e r s s e e 2x-3xT h e v a l u e f r o m t h e s a m e t a c t i c s @ m s w e e z e y
  6. 6. @ m s w e e z e y
  7. 7. EXECUTIVES must buy into a new idea of marketing. “ N o t j u s t t h a t t h e y n e e d m o r e m a r k e t i n g . @ m s w e e z e y
  8. 8. M a r k e t i n g C r e a t e s EXPERIENCES @ m s w e e z e y # 1 N E W I D E A O F m a r k e t i n g i s : Not messages
  9. 9. THEN NOW M a r k e t i n g TOLD people a b o u t t h e p r o d u c t s M a r k e t i n g Becomes T h e product @ m s w e e z e y
  10. 10. THE PRODUCT IS THE “ EXPERIENCE @ m s w e e z e y
  11. 11. The ad went viral, with 10 million views the first week and now standing at about 30 million clicks. It even won a Cannes Lion!
  12. 12. Even Great marketing C a n ’ t m a k e u p f o r @ m s w e e z e y bad experiences
  13. 13. T h e Marketing becomes Primary value @ m s w e e z e y # 2 N E W I D E A O F m a r k e t i n g i s :
  14. 14. Market > SELL > BUILD BUILD> market > SELL T H E N N O W
  15. 15. @ m s w e e z e y @ m s w e e z e y
  16. 16. @ m s w e e z e y @ m s w e e z e y
  17. 17. TESLA SOLD 3X as many cars in under 24 hours Spending 1/150th o f B E N Z o n a d v e r t i s i n g @ m s w e e z e y
  18. 18. TESLA’s car didn’t Even exist! @ m s w e e z e y
  19. 19. Market > SELL > BUILD BUILD> market > SELL B E N Z T E S L A
  20. 20. T h e Marketing becomes Primary value @ m s w e e z e y T e l s a u n d e r s t a n d s t h a t
  21. 21. 1.  E x p e r i e n c e E c o n o m y ( P i n e a n d G i l m o r e ) 2.  F l i p t h e F u n n e l ( j a f f e ) *solutionG e t y o u r b o s s t o r e a d @ m s w e e z e y
  22. 22. 70% 39% 59% 39% 39% Digital Marke2ng Spend Tradi2onal Marke2ng Spend Marke2ng tools and technology Marke2ng consul2ng Marke2ng headcount HIGH PERFORMERS PLAN TO INCREASE SPENDING - S a l e s f o r c e R e s e a r c h
  23. 23. H I G H P e r f o r m i n g m a r k e t i n g B U D G E T S W i l l d o u b l e i n “ 1.8 years @ m s w e e z e y
  24. 24. 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 @ m s w e e z e y
  25. 25. Mar keting budgets incr ease b efore prior gains a re realized *problem @ m s w e e z e y
  26. 26. U n d e r s t a n d h o w t o l e v e r a g e a s t r e t c h b u d g e t *solution @ m s w e e z e y
  27. 27. Stretch Budget: A l i n e o f c r e d i t a b l e t o b e u s e d f o r e x p a n d i n g m a r k e t i n g w i n s @ m s w e e z e y
  28. 28. N o r m a l G o a l : 2 0 0 S t r e t c h G o a l : 1 K S T R E T C H B U D G E T : $ 5 K *EXAMPLE I f y o u h i t y o u r s t r e t c h g o a l , y o u c a n a c c e s s t h e s t r e t c h b u d g e t w i t h o u t q u e s t i o n . A l l o w i n g y o u t o d o u b l e d o w n o n t h e m a r k e t i n g t a c t i c t h a t g o t y o u a b i g w i n . @ m s w e e z e y
  29. 29. -PAUSE-C h e c k f o r e x p l o d i n g b r a i n s
  30. 30. U S E 1 4 t o o l s t o c r e a t e a c o h e s i v e e x p e r i e n c e“ HIGH PERFORMERS @ m s w e e z e y
  31. 31. 56% 57% 61% 48% 49% 51% 28% 21% 18% 18% 21% 17% 12% 5% 4% 5% 11% 4% Marketing analytics Web personalization Emerging technology (e.g., wearables, IoT) Social listening tools Marketing automation Guided selling Percentage who currently use extensively High Performers Moderate Performers Underperformers - S a l e s f o r c e R e s e a r c h
  32. 32. A r e w h a t y o u r t o o l s s h o u l d w o r k t o c r e a t e Personal EXPERIENCEs
  33. 33. ‘ e x p e r i e n c e ’ i s a f l u f f y w o r d . W h a t t y p e o f e x p e r i e n c e s h o u l d w e b e m a k i n g ? *problem @ m s w e e z e y
  34. 34. O v e r 1 m i l l i o n v i s i t o r s e s s i o n s a c r o s s v a r i o u s w e b s i t e s i n 2 0 1 5 … -research-
  35. 35. W h a t i s a v e r a g e n u m b e r o f p a g e v i e w s a p e r s o n g o e s t o o n a w e b s i t e ? -Take a guess-
  36. 36. 1.7P a g e s p e r v i s i t @ m s w e e z e y
  37. 37. H o w m a n y p e o p l e l o o k e d a t t h e b l o g a n d t h e n w e n t a n y w h e r e e l s e o n t h e w e b s i t e ? -Take a guess-
  38. 38. 2.5%C r o s s o v e r f r o m b l o g @ m s w e e z e y
  39. 39. H o w m a n y p e o p l e l o o k e d a t t h e r e s o u r c e ( c o n t e n t ) s e c t i o n ? -Take a guess-
  40. 40. 3.7%A c c e s s e d t h e r e s o u r c e s e c t i o n @ m s w e e z e y
  41. 41. “ZERO CLICK” experience *solution
  42. 42. -B2b-e x a m p l e
  43. 43. They use ABM to change the copy on the site to match the industry of the visitor They use Marketing Automation to change content offers based on behavior
  44. 44. U s i n g D y n a m i c c o n t e n t c r e a t e d a $ 4 7 m P i p e f o r a b r a n d n e w p r o d u c t l i n e i n 5 m o n t h s - Cardinal Health –( A F o r t u n e 5 0 0 c o m p a n y ) @ m s w e e z e y
  45. 45. -B2c-e x a m p l e
  46. 46. DYNAMIC CONTENT BASED ON WEB BEHAVIOR DYNAMIC DYNAMIC
  47. 47. I n c r e a s e d o n l i n e s a l e s b y 5 0 % a f t e r i n t r o d u c i n g D y n a m i c c o n t e n t - Room & Board –
  48. 48. C a n o n l y b e c r e a t e d v i a t h e c o r r e c t t e c h n o l o g y u t i l i z i n g d y n a m i c c o n t e n t “ Personal experiences @ m s w e e z e y
  49. 49. 52% Of High Performers use Agile Methods
  50. 50. AGILE IS THE MODERN PRODUCTION METHOD“
  51. 51. Of marketers say it takes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/3 1 hKp://www.techvalidate.com/ blog/2013-content-marke2ng- research-2me-spent-crea2ng- content-2892
  52. 52. 3 p r o d u c t s 3 b u y e r p e r s o n a s 3 s t a g e s i n t h e c y c l e 2 7 p i e c e s o f c o n t e n t
  53. 53. 2 7 p i e c e s o f c o n t e n t A t 2 w e e k s p e r p i e c e weeks 54
  54. 54. 2 7 p i e c e s o f c o n t e n t A t 5 w e e k s p e r p i e c e years 2.5
  55. 55. T h e Agile Proof
  56. 56. Place your pin on the white dot. Your goal will be to close your eyes and then draw a straight line to the gold dot. Stop when you get there.
  57. 57. Your line probably looks like this.
  58. 58. Now try again, but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you want.
  59. 59. Your second line probably looks like this.
  60. 60. U s e r S t o r i e s T E S TR e v i e w E x e c u t e Agile Process
  61. 61. USER STORIES 1.  W h a t q u e s t i o n s a r e t h e y a s k i n g 2.  W h e n / w h e r e a r e t h e y a s k i n g t h o s e q u e s t i o n s 3.  W h a t e x p e r i e n c e s a r e y o u r s c o m p e t i n g w i t h
  62. 62. John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. Agile TEST
  63. 63. -PAUSE-A S K T H E A u d i e n c e “ T h e e m b a r r a s s i n g q u e s t i o n ”
  64. 64. AGILE REVIEW 1.  W h a t w e r e y o u l o o k i n g f o r ? 2.  D i d i t m e e t y o u r e x p e c t a t i o n s ? 3.  H a v e y o u s e e n b e t t e r ? A s k T h e s e t h r e e q u e s t i o n s v i a t h e p h o n e ( t o t a l t i m e 1 . 5 h r s i f y o u a s k 9 ) @ m s w e e z e y
  65. 65. For More on Agile: V I E W : T H E X F A C T O R – A G I L E C O N T E N T M A R K E T I N G – S L I D E S H A R E R E A D : A G I L E M A R K E T I N G M A N I F E S T O J O I N : A G I L E M A R K E T I N G F A C E B O O K G R O U P
  66. 66. HIGH PERFORMERS ARE 17x betterA t c o l l a b o r a t i o n a c r o s s t h e c u s t o m e r L i f e c y c l e @ m s w e e z e y
  67. 67. M a r k e t i n g S a l e s S E R V I C E P R O D U C T EXPERIENCE I S a c r o s s a l l d e p a r t m e n t s
  68. 68. Ch ief Experience Officer CXO T h e n e w e x e c u t i v e p o s i t i o n w h o w i l l h a v e t o o w n e x p e r i e n c e a n d b e r e s p o n s i b l e f o r r e v e n u e a n d g r o w t h . C X O r e p l a c e C R O
  69. 69. GROWTH TEAMS R e a d : H a c k i n g G r o w t h W i l l b e t h e i r s e c r e t
  70. 70. C h u r n i s a b o v e 7 % f o r n e w c u s t o m e r s w i t h i n t h e f i r s t y e a r . -Example-
  71. 71. G r o w t h t e a m a n a l y z e s a l l a s p e c t s o f t h e e x p e r i e n c e f r o m t h e f i r s t m a r k e t i n g t o u c h t o t h e p r o d u c t U X -Step one-
  72. 72. m a r k e t i n g : m a y b e t a r g e t i n g t h e w r o n g a u d i e n c e , o r u s i n g m i s l e a d i n g m e s s a g i n g . S u p p o r t : i s n ’ t o n b o a r d i n g c u s t o m e r s e f f i c i e n t l y . P r o d u c t : u x i s n ’ t c l e a r o n h o w p e o p l e u s e t h e t o o l t o g e t t h e v a l u e p r o m i s e d .
  73. 73. G r o w t h t e a m w o r k s w i t h d e p a r t m e n t s t o s e t u p t e s t s o f n e w i d e a s f o r s o l v i n g t h e s e i s s u e s . -Step Two-
  74. 74. G r o w t h t e a m r e v i e w s r e s u l t s t o i t e r a t e o n f i n d i n g s i n a n a g i l e f o r m a t -Step three-
  75. 75. Collaboration is the key to holistic experiences“
  76. 76. -Conclusions-
  77. 77. @ m s w e e z e y
  78. 78. @ m s w e e z e y
  79. 79. @ m s w e e z e y
  80. 80. Marketing Creates EXPERIENCES @ m s w e e z e y # 1 N E W I D E A O F m a r k e t i n g i s :
  81. 81. T h e Marketing becomes Primary value @ m s w e e z e y # 2 N E W I D E A O F m a r k e t i n g i s :
  82. 82. @ m s w e e z e y
  83. 83. H I G H P e r f o r m i n g m a r k e t i n g B U D G E T S W i l l d o u b l e i n “ 1.8 years @ m s w e e z e y
  84. 84. @ m s w e e z e y
  85. 85. I s w h a t y o u r t o o l s s h o u l d w o r k t o c r e a t e PERSONAL EXPERIENCE
  86. 86. @ m s w e e z e y
  87. 87. AGILE IS THE MODERN PRODUCTION METHOD“
  88. 88. @ m s w e e z e y
  89. 89. Collaboration is the key to holistic experiences“
  90. 90. -THANK YOU- F o r A c c e s s t o r e s e a r c h h t t p s : / / w w w . s a l e s f o r c e . c o m / r e s e a r c h / @ M S W E E Z E Y

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