A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Relevance, Value, Trust, Agile, Creativity
“What is the biggest
In 2015 Salesforce asked 5000 B2B and B2C
marketers a big question:
A“How to drive more
higher quality leads.”
Their number one response was:
This presentation was created to help see
the required changes to your marketing
foundations to be able to break though the
infinite noise and create a scalable,
sustainable, and valuable marketing
program.. Feel free to reach out to me on
Twitter @msweezey to continue the
Principal of Marketing Insights Salesforce
This presentation is compliments of.
Why Do we need
New Pillars?Mine work just fine!
There is more computing power used
to do a single Google search than all
existing NASA computers combined
in 1969. Which they used to land a
man on the moon.
Our foundations were created at a time
when businesses had control.
heu· ris· tic: Enabling a person
to discover or learn something for
themselves. Digital experiences are
A consumer can determine if
there is value in a web experience
with in 1/20 of a second. If it is
not valuable then they leave. On
average a person only stays on 1.7
pages of a website Nobody taught
consumers how to search, how to
use email, or use Facebook. They
learned on their own.
- Cliff Seal 2015
Yankelovich, a market research
firm, estimated a consumer sees
2000-5000 ads per day. This
number doesn’t even count
social media content.
By 2020 there will be 7 connected devices for every person
on earth. Each device can create, and filter the noise. We
can not reach consumers with mass media if it is filtered by
algorithms on devices.
- Gartner Research 2015
18% of US consumers use ad
blocking software. It is also
estimated this number will
double in 2016. There are 185
million global users of ad
- Pagefair and Adobe, 2015
a sign not a technology
There is no longer a path to purchase, but a
Path to Purpose. Buyers paths are constant
strings of moments intertwined together
equaling an experience, fulfilling a buyers
purpose. What are your buyers purpose for
engaging with you?
- Google Think, Path to Purpose
Human nature is to seek purpose
Discovery is extremely powerful
for marketers to understand
because it allows us to fulfill a
desired purpose of the consumer.
Consider how much we like to
discover. The top 7 websites in
the world are all places for
consumers to actively discovery
-Alexa research 2015
Top 7 Site are:
Discovery I the highest form of value
Passive discovery is the secondary action of
search. It is the reason we “Surf” in the first
place. We are passively seeking an
experience, and trust the things we find on
our own. Discovering something new is our
Finding unexpected things
Self Discovery = Trust
The modern consumers build trust in a new
way. They have found the value of the instant
access of the internet and placed a high value
on self discovery. They even block your ads!
Learn how to help aid in their discovery and
you will gain their trust.
We must enable self discovery
So you are a
modern marketer?How’s that working out?
70% Of the content we
create never gets
-SiriusDecisions Report 2013
“"This hurts more than I can say: I was just
told Gigaom is shutting down -- it has run
out of money. We tried our best, but it wasn't
- Mathew Ingram, a senior writer at Gigaom 2015
The worlds best media
brands are failing. BBC
laid of 500 reporters
last year. Gigaom the
$22 million dollar
backed media brand,
who pioneered blogging
closed it’s doors after 8
years in 2015. Mass
work anymore ever for
Being a Mass
Newspapers revenue is ½
of what it was in 2004.
Digital revenues are only
15% of total revenue for
the newspaper industry in
- Pew Research Center
71% Of B2B Buyers Have
been disappointed with
-Pardot Research Report 2013
25% Of them will never
engage with your
-Pardot Research Report 2013
estimates for every
100 leads a B2B
best in class only
convert 1.5 into
convert .7 of the leads
they generate into
System of Relevance
There are an infinitely growing number of marketing
channels and the only way to execute contextual experiences
is via a centralized system of relevance. It is the technological
foundation of all future marketing efforts.
“-Gartner Research 2014
The CMO will have the largest IT
budget in organizations by 2017.
Journey must be personalized across all
channels, and contextual to the moment.
This means a minimum of the following
• CRM (system of record)
• Marketing Automation (system of engagement)
• Website (owned engagements)
• Product (increased value)
View allows for
experiences to be
automated on any
Automation Platform (s) CRM
System of relevance
Allows for plug and
with other apps who
use data, and add to
Supports direct integration
into your products and
website for dynamic in
product experiences, and bi
directional data flow.
You must have full behavioral data on each
interaction across your owned channels. This
data will tell you which content to show, and
which moment the person is looking for.
Psychographic data must be leveraged when
placing advertising across any media channel.
This is the new way of targeting your
advertisements, and it is possible to target in
Your internal CRM data will need to be
combined with your Behavioral data for
content suggestions, and your
psychographic data for better
segmentation and content targeting.
Internal CRM Data Data must be able to be
bi-directional if it is to
achieve it’s full value.
More is not better, unless
you know what to do with
Due to the increase in technology
marketing will be responsible for
connecting the systems to create
seamless experiences. This will
create the need for a new in
Systems architect’s will be
familiar with all systems, and
know how to connect, and
collect data to execute
contextual cross channel
Becomes a marketing role
15% increase in
revenue for those
companies who can
transform their idea
moments into a full
Thirty Six36% increase in Customer
satisfaction scores for
business increases by
thirty six percent when we
focus on the full costumer
You must understand how modern buyers build and maintain
trust via their infinite channels. With out this understanding
you will be forced to use marketing campaigns as band aid's
for major underlying issues. Marketing’s role becomes a much
larger role and one which reaches across all departments to
ensure a cohesive customer experience.
The Economist (Intelligence Unit) found 1/3 of current
customers stop doing business with a company after a data
breech. Retargeting ads shown after the product has been
purchased are 4x more likely to discourage further purchase.
Privacy is a marketing issue, and we must be aware it affects
our brand, and the relationship with consumers.
- INSKIN MEDIA, 2014
Trust = Product x Value x Privacy
A consumer will only interact with a brand they trust. We
must understand trust is now built in new ways. Every ad
we serve is a exercise in trust, because it relies on privacy,
and must provide value. If we forget this we stand to
lose the consumers trust, and business. If we abuse
customer privacy we lose their trust.
- John Salloum, Data Marketing 2015 Summit
The cost of negative experiences is
high! It takes 12 positive experiences
to make up for one unresolved
- “Understanding Customers” by Ruby Newell-Legner
We must be able to build bridges between all departments to ensure
a holist corporate mindset. A mindset exists when every person is
aligned for the same goal. Give the limitless experiences consumers
will experience with our brand mindset is the only proactive way to
protect your brand, and provide customers with the best experience.
In companies like AT&T this role also is being given a new name:
Customer Experience Executive.
We create amazing commercials,
and beautiful brand imaging,
however these are only a single
touch among an limitless journey.
Mindset holistic, branding is
“SHIP MY PANTS”
Upon seeing the “Ship my pants”
commercial I did a Google search
to find the local store. What I
found was an average review of
2.9 out of 5. This created a
negative impression directly
following the commercial.
I then decided to go to the brand
website, and it was broken. This
created a “NET NEGATIVE” effect
and the only way to win me back is
to spend more money on another
fancy advertising campaign.
-Andrew Davis, Author of Brandscaping
““It is not the height of your
highs, but the valley of your
lows which will shape your
Companies who excel at
customer experience out
preform the S&P index
by 30%, and customer
experience laggards by
65%. It must be looked
at as a product you
Building and maintaining
mindset must be very easy
to implement and follow. If
not it will be to complicated
for people to put into
practice, and your results
will vary. Keep it simple by
making sure everyone can
answer these three
Can everyone answer these questions the same?
1) What do we value in an employee
2) What do we value in a customer
3) What do we call success
There are an infinitely growing number of marketing
channels which require content. This brings about a new level
of content we must produce. The only way to create enough
content with a high enough success demands a new
foundation on how we execute marketing campaigns. We
must learn from other business departments who have faced
Place your pin on the blue dot. Your goal will be to close your eyes
and then draw a straight line to the red dot. Stop when you get
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
Small and frequent iteration is the key to success when you
operate in dynamic environments. Our marketing enjoinment
is dynamic since our consumer, and channels are constantly
changing. Technology also has now caught up to a place
where instant iteration is possible.
What is their role with the customer?
What responsibilities do they have?
What issues do they face?
What do they want to learn?
M.V.P. Minimum Viable Product: What is smallest way you can
provide value to your core consumer. This is your minimum
viable product. Create this, then learn how to improve it.
It is good to have comparable metrics, but asking consumers
directly is the best feedback you can have on how to improve
• Was the content you engaged with helpful?
• How can it be better?
• What was the best thing you’ve found?ASK
Marketing has been looked at as a subjective art for many
years, and for many years this was correct. Most of marketers
work was subjective and intangible. However, this has
changed and our work is now one of the most important
products our business creates and needs a new system of
values to prove it.
The switching economy is estimated at $1.7 Trillion dollars.
Making it the 10th largest economy in the world, and
making churn a major issue we must face.
Marketers need to show objective value on holistic
marketing efforts and their impact to the happiness of the
consumer. This is not best represented by “Share of Wallet”
because this puts the impatience on increasing customer
spend. CSTAT scores rather place the focus on customer
• B2C: CSAT score
• B2B: NPS metric
Weighted pipeline allows you to show a metric which
is valued by the business, because it is in dollars
expected to come in. It can predict future outcomes,
is comparable, and highly accurate. It is a metric which
shows objective value!
Weighted Pipeline = Volume x Efficiency x Velocity
Velocity allows you to track the speed of a
prospect/buyer thought the stages of the
buyers journey. This allows for a holistic
measure of the impact on a buyer of all
marketing activities, and is a metric which is
valued by businesses executives because it
helps predict the future outcomes of
Efficiency is the measure of how many prospects/
buyers make it from one stage to the next. This
allows you to measure and optimize the holistic
experience of a buyer in their journey. It is valued
by business leads because when combined with
velocity it accurately predicts future revenues from
Noise takes on a new level and we must realize it takes
constant engagement to break though. The engagement also
has to take on a new form because mass publishing does not
fulfill the purpose of the modern buyer.
We need to step back to our roots
and become digital anthropologist,
and digital psychologist.
-Matt Lawson, Director of Performance
Shared Action + Shared Values = Shared Profit
First proposed by Cindy Gallop
and put into action by Levi,
Action Branding proposes a new
idea of how brands build
connections with consumers.
-Cindy Gallop in her NYC apartment
Get back to work.
Both Levi and
Braddock had the
Levi hired the towns
people to be in their ads,
and gave $1 million to
rebuild the city, and
created an ad campaign for
They both shared in
the profit. Braddock
got back to work, and
Levi showed their
On average a person has 7.4 social
channels, and will be very hard to
reach on those channels due to
increased competition from their
friends, digital ad budgets, and ad
Larry D. Rosen (editor), The Wiley Handbook of
Psychology, Technology and Society
Mediated relationships require
“Frequent and phatic
gestures” to build and
relationships and so our
marketing must evolve as well.
Have new rules
Digital Rapport building,
The New Middle
Creating, building, and managing relationships across social media will require
frequent small and phatic gestures. These actions can not be created by
advertisements, or automations. They must be managed and executed by
humans creating a new role for marketers, “The New Middle”.
a new marketing role
Small phatic gestures called “Micro
Actions” will be used by the new
middle. These are likes, comments,
shares, re-shares, etc. They also
have the ability to create instant
notifications on mobile devices by
passing news feeds altogether.
Provide a use to “Like”
They are able to reliably break
through the infinite noise because
they are warranted, wanted, and
valued by consumers and can not
be blocked by ad-blockers. They
also fulfill consumers purpose for
being social in the first place.
The future of marketing is vastly different because buyers are different,
and the ways we reach them are different. We must make strides to create
scalable, sustainable, and valuable marketing systems. The future belongs
to those who understand what is possible, why, and use modern media to
build trusted relationships and valued experiences. Advertising alone will
not get us there!