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Succeeding	
  in	
  the	
  Infinite	
  Future	
  
​ Mathew	
  Sweezey	
  
​ Principal	
  of	
  Marke;ng	
  Insights,	
  Salesforce	
  	
  	
  
​ msweezey@salesforce.com	
  
​ @msweezey	
  
​  	
  	
  
How	
  to	
  systema;cally	
  rise	
  above	
  the	
  noise	
  to	
  build	
  a	
  sustainable	
  and	
  
scalable	
  marke;ng	
  founda;on	
  for	
  the	
  “Always	
  on	
  Consumer”.	
  	
  
	
  
•  Safe	
  harbor	
  statement	
  under	
  the	
  Private	
  Securi;es	
  Li;ga;on	
  Reform	
  Act	
  of	
  1995:	
  
•  This	
  presenta;on	
  may	
  contain	
  forward-­‐looking	
  statements	
  that	
  involve	
  risks,	
  uncertain;es,	
  and	
  assump;ons.	
  If	
  any	
  such	
  uncertain;es	
  materialize	
  
or	
  if	
  any	
  of	
  the	
  assump;ons	
  proves	
  incorrect,	
  the	
  results	
  of	
  salesforce.com,	
  inc.	
  could	
  differ	
  materially	
  from	
  the	
  results	
  expressed	
  or	
  implied	
  by	
  
the	
  forward-­‐looking	
  statements	
  we	
  make.	
  All	
  statements	
  other	
  than	
  statements	
  of	
  historical	
  fact	
  could	
  be	
  deemed	
  forward-­‐looking,	
  including	
  any	
  
projec;ons	
  of	
  product	
  or	
  service	
  availability,	
  subscriber	
  growth,	
  earnings,	
  revenues,	
  or	
  other	
  financial	
  items	
  and	
  any	
  statements	
  regarding	
  
strategies	
  or	
  plans	
  of	
  management	
  for	
  future	
  opera;ons,	
  statements	
  of	
  belief,	
  any	
  statements	
  concerning	
  new,	
  planned,	
  or	
  upgraded	
  services	
  or	
  
technology	
  developments	
  and	
  customer	
  contracts	
  or	
  use	
  of	
  our	
  services.	
  
•  The	
  risks	
  and	
  uncertain;es	
  referred	
  to	
  above	
  include	
  –	
  but	
  are	
  not	
  limited	
  to	
  –	
  risks	
  associated	
  with	
  developing	
  and	
  delivering	
  new	
  func;onality	
  
for	
  our	
  service,	
  new	
  products	
  and	
  services,	
  our	
  new	
  business	
  model,	
  our	
  past	
  opera;ng	
  losses,	
  possible	
  fluctua;ons	
  in	
  our	
  opera;ng	
  results	
  and	
  
rate	
  of	
  growth,	
  interrup;ons	
  or	
  delays	
  in	
  our	
  Web	
  hos;ng,	
  breach	
  of	
  our	
  security	
  measures,	
  the	
  outcome	
  of	
  any	
  li;ga;on,	
  risks	
  associated	
  with	
  
completed	
  and	
  any	
  possible	
  mergers	
  and	
  acquisi;ons,	
  the	
  immature	
  market	
  in	
  which	
  we	
  operate,	
  our	
  rela;vely	
  limited	
  opera;ng	
  history,	
  our	
  
ability	
  to	
  expand,	
  retain,	
  and	
  mo;vate	
  our	
  employees	
  and	
  manage	
  our	
  growth,	
  new	
  releases	
  of	
  our	
  service	
  and	
  successful	
  customer	
  deployment,	
  
our	
  limited	
  history	
  reselling	
  non-­‐salesforce.com	
  products,	
  and	
  u;liza;on	
  and	
  selling	
  to	
  larger	
  enterprise	
  customers.	
  Further	
  informa;on	
  on	
  
poten;al	
  factors	
  that	
  could	
  affect	
  the	
  financial	
  results	
  of	
  salesforce.com,	
  inc.	
  is	
  included	
  in	
  our	
  annual	
  report	
  on	
  Form	
  10-­‐K	
  for	
  the	
  most	
  recent	
  
fiscal	
  year	
  and	
  in	
  our	
  quarterly	
  report	
  on	
  Form	
  10-­‐Q	
  for	
  the	
  most	
  recent	
  fiscal	
  quarter.	
  These	
  documents	
  and	
  others	
  containing	
  important	
  
disclosures	
  are	
  available	
  on	
  the	
  SEC	
  Filings	
  sec;on	
  of	
  the	
  Investor	
  Informa;on	
  sec;on	
  of	
  our	
  Web	
  site.	
  
•  Any	
  unreleased	
  services	
  or	
  features	
  referenced	
  in	
  this	
  or	
  other	
  presenta;ons,	
  press	
  releases	
  or	
  public	
  statements	
  are	
  not	
  currently	
  available	
  and	
  
may	
  not	
  be	
  delivered	
  on	
  ;me	
  or	
  at	
  all.	
  Customers	
  who	
  purchase	
  our	
  services	
  should	
  make	
  the	
  purchase	
  decisions	
  based	
  upon	
  features	
  that	
  are	
  
currently	
  available.	
  Salesforce.com,	
  inc.	
  assumes	
  no	
  obliga;on	
  and	
  does	
  not	
  intend	
  to	
  update	
  these	
  forward-­‐looking	
  statements.	
  
Safe	
  Harbor	
  
@msweezey

This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to twitter under
@msweezey.
This presentation is compliments of Salesforce.com.
What is the biggest problem
marketers face?
#1 New Business Development
We asked 5000 B2B and B2C marketers this question: 	
  
They said: (http://www.salesforce.com/research) 	
  
Q
A #2 Quality of leads
#3 Keeping up with trends
What is the biggest problem
marketers face?
We asked 5000 B2B and B2C marketers this question: 	
  
Q
A
How do we drive business amidst
an entirely new consumer
landscape?
Industrial 

Revolution
Taught us marketing was a by product of production, and
the businesses had complete control of information about
products, and the buying process. There were only 5
media channels.
	
  
Limitless
Channels
There are currently 200+ channels, and Gartner
predicted in 2014 that by 2017 the CMO would
have the largest IT budget in the company,
taking it away from the CIO.
	
  
Media
Ubiquity
More people in the world have access to a mobile
phone than have access to clean drinking water or
electricity. The effects of this are only now beginning
to be fully understood.
	
  
Limitless
Media
On average there are 1,500 posts waiting for you on
Facebook, and on average you check Facebook 17
times per day (Ages 35-49). You also have 7.4 social
channels on average.
Limitless Media 

Is very different
This is over 12 hours per day, across
multiple screens. Tangling up work life,
personal life, and everything else together.
	
  
CNN reports there will be 50 Billion connected devices by the
year 2020. That would mean devices out number people 7 to 1.
Each device can create, distribute, and consume content as well,
making them the largest creators of noise.
	
  
Internet of
Things
He Proved Media 

Consumption Changes 
Human Actions
Marshall McLuhan denotes how
media has changed every society in
his foundation text “Gutenberg
Galaxy”. Campaigns have not caught
up to the modern human, or how we
use media.
	
  
“For Richard Nixon to win the
presidency he must lose 10
pounds.”
	
  
-­‐Marshall	
  McLuhan	
  
“A” or “B”
How do you manage your email in box?
“We now disqualify
before we qualify”
We are faced with so much content we now disqualify content before we
even begin to qualify it. This is a technique we learned on our own
(heuristic) and use it as the standard way we now filter large sets of
data.
Attention 
Spans
The average human based on a Microsoft study in
2013 has an average attention span of 8 seconds. This
does not mean make “Snack-able Content”. This
means you must deliver value faster.
	
  
NINE SECONDS
Goldfish	
  have	
  an	
  a3en4on	
  span	
  of	
  	
  
Buyers	
  harness	
  more	
  power	
  when	
  they	
  do	
  a	
  single	
  Google	
  search	
  
than	
  all	
  of	
  NASA	
  had	
  in	
  1969	
  to	
  land	
  a	
  man	
  on	
  the	
  moon.	
  Anything	
  
can	
  be	
  found	
  in	
  an	
  instant,	
  and	
  if	
  it’s	
  not	
  they	
  they	
  leave.	
  	
  
	
  
INSTANT
RESULTS
80%
Bounce Rate
On visits from Adwords
71%
Have been 
Disappointed by content
25%
Will never re-engage
If disappointed once
1.70
Page views
Per visit to your site
Why should you even care about this.
You already have social media. You
already do content marketing. You’ve
read the latest blog post from the experts,
and do lead nurturing. Why should you
care?
Why Care?	
  
Our systems
Don’t work
For every 100 leads an aveerage
company generates they close .7 of them
into actual business.
1.5
Forester estimates for every
100 leads a B2B company
generates, best in class only
converts 1.5 into revenue.
Production, Technology, Distribution, and Reach are all
democratized making the relationship you have with
your consumer the only sustainable competitive
advantage.
	
  
Large Scale
Failure
of Fortune 500 companies
are removed from the list in
Last decade (2004-2015)1/3
Content product is the largest single item in a marketing
budget at 16% of the total budget. This is a result of the
modern buyer and the marketer owing 80% of the sales
cycle by 2020.
	
  
Massive 
Inefficiencies
Of content a
business creates
never gets utilized.70%
We are 
here
You must understand we are in a time of radical
change, and only changing radically can we
succeed, and become extinct.
In assessing the blame for the failure of good
companies, the distinction is sometimes made
between innovations requiring very different
technological capabilities, that is, so called radical
change, and those that build upon well-practiced
technological capabilities, often called incremental
innovations.
	
  
-­‐Clayton	
  M.	
  Christensen,	
  The	
  Innovators	
  Dilemma	
  
We need New 
Systems
We need a new coherent body of
ideas or principles which take
into account the changed
environment. Not just iterations
of the old ones.
These are
Not Systems 
You’ll likely say, “But I’ve got social media, marketing
automation, and do content marketing. I’ve got new
systems”. You are wrong. You have new tools, and
channels. We still use your same old systems, just on
new channels.
Net Positive System
01
The company must have an understanding that limitless
interactions must be controlled by a company Mindset of
positive experience, or fail at the death of departmental
campaigns.
Ship My 
Pants
National retailer spends millions on a campaign to get people
to shop in their stores. The campaign was based off of an
award winning tag line “Ship My Pants”. Yet it ended at very
sour experience for many.
	
  
“SHIP MY PANTS”
Infinite
Media Hurts 
Upon a Google search to find the local store the average
review is 2.9 out of 5. Creating a bad impression directly
following the positive impression of the “Ship My Pants”
campaign.
	
  
“SHIP MY PANTS”
Net Positive
Experience
Upon going to the website to then purchase the website was
broken. This now has created a “NET NEGATIVE” effect and
the only way to win this consumer back is to spend more
money. This is not sustainable.
	
  
“It is not the height of your
highs, but the valley of your
lows which will shape your
brand”
-Andrew Davis, Author of Brandscaping
“
“
This is the value of the “switching economy” this
means switching from one product to another. This
makes the economy of switching the 10th largest
economy in the world.
$1.7 Trillion
Products are easily substituted.
Relationships are not.
Relationships are hard to substitute! Having everyone
in your company with the same mindset is the only
sustainable way for you to proactively protect your
brand from the infinite amount of content and create a
net positive experience for every customer across all
touch points. This is why companies like AT&T give
CX a seat at the Executive Table.
Customer
Experience 
belongs in
the C-Suite
Desirable Relationships
02
The human desire has shifted over time, yet our marketing
practices are still based on the idea of mass publication is
valuable to consumers. We must re learn what consumers
desire, and what creates a valuable relationship for them.
Building relationships with
consumers inner desires is what we
should be focused on
Edward Bernay’s created Public
Relations after learning from his
uncle Sigmund Freud the power of
the unconscious mind. He create a
new form of strategic marketing
which built relationships between
products and consumers inner
desires.
Relationships focus
on Human Desire
	
  
Experiences
Are Made of 
“Content”
Wrote	
  “Permission	
  Based	
  Marke;ng”	
  in	
  1999.	
  The	
  forward	
  to	
  this	
  
book	
  was	
  Don	
  Peppers	
  who	
  co-­‐authored	
  “The	
  One	
  to	
  One	
  Future”	
  
wriben	
  in	
  1993.	
  Yet,	
  most	
  of	
  us	
  just	
  see	
  “Content”	
  as	
  something	
  
we	
  create	
  and	
  mass	
  distribute.	
  	
  
	
  
“Our job is to connect with people,
and leave them better off than when
we found them”
- Seth Godin
More is not 
influential
There is no correlation between publishing more often and
influence the content has with in a persons life, or with the
relationship you have with the consumer. The idea of more
content is better is a total red herring.
	
  
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities
“Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities
Nobody Ever Said
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
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. We need to be relationship brands.
	
  

Media 
Brands?
Path to 
Purpose
Google research done in 2013 proves it is no longer a linear
journey to purchase, but rather helping consumers meet their
purpose. When you do you increase purchases by 42%.
	
  
Honest	
  experiences	
  help	
  
them	
  fulfill	
  their	
  inner	
  
desires,	
  and	
  discover	
  their	
  
purpose.	
  	
  
Their purpose’s for
engaging with
content are………
Fight
Boredom
PEW research found that 51% of the time a CEO picks up their
mobile device because they are BORED. We use the internet to
fight boredom. This is the purpose at that time. It can lead to
other things via passive discovery.
	
  
Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.
However the escape must be an honest, escape. It can not
be contrived by a business, but must be found by the
person.
Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.
Discover
Things
The top 5 websites in the world are all “Search
Engines”. We use search engines to discover things,
but actively and passively.
Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet
Passive Discovery: When you scroll down in Facebook
Self 

Discovery
The highest form of value the internet provides
to a human is self discovery. The instant nature
to find what ever, and fulfill any purpose or
desire instantly.
	
  
“Mass	
  Publishing	
  is	
  the	
  lowest	
  form	
  
of	
  value	
  the	
  internet	
  provides”	
  
	
  
-­‐David	
  Weinberger	
  (	
  Co-­‐author	
  of	
  Cluetrain	
  
Manifesto)	
  
Active

Discovery
Anytime you do a search you are engaging in “Active
Discovery” This is when you are looking, seeking, or
wanting to find a specific item. “Amazon.com strives to be
the e-commerce destination where consumers can find and discover
anything they want to buy online.” – Jeff Bezos
Passive

Discovery
There is value in helping people discover
things. Amazon hires 473 “Data Scientists” to
study their conversions, and it’s effect on the
customer relationship. If they do something
look at why.
Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply
engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.
Mediated 
Self 
On average we have 7.4 social channels and project a
different self on each one. The value to us is in expressing our
being, and having that desire validate by others. The Power
of a Like!
	
  
“When you see people voting up your
answer or adding their own replies in real
time it makes you realize there’s a good
group of people reading your stuff. I don’t
get that immediate rush on my blog”
-Robert Scoble,
Futurist and Social Media icon
“
“
Modern Media
Releases Dopamine
To Be Released
Causing positive relationships, and a
Pavlovian response to engagement.
	
  
The	
  New	
  York	
  Times,	
  called	
  Dopamine	
  “The	
  Molecule	
  for	
  
Mo4va4on”	
  in	
  their	
  2009	
  ar;cle	
  on	
  neuroscience.	
  hbp://
www.ny;mes.com/2009/10/27/science/27angier.html?_r=0	
  
Dynamic Relevance
03
Building a system of relevance is the only way to scale
personal relationships and create desirable experiences at
scale required across infinite channels.
This Is the old way of thinking about conversion.
How do we make content, and drive people to it.
Now we take a new approach with dynamic
journeys.
	
  
Static Experiences
Follow Historical 

Logic. Stop it!
Single View
Of Customer
Buyers become highly fragmented beings across multiple channels.
They are always connected, and always on. The only way to reach
them is to know more about them, and understand what it takes to
really be relevant to the modern buyer.
	
  
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  own	
  
industry,	
  but	
  rather	
  the	
  best	
  of	
  those	
  fields.	
  
Consumer	
  are	
  now	
  comparing	
  all	
  experiences	
  
against	
  each	
  other	
  rather	
  than	
  against	
  their	
  
ver;cal.	
  	
  
	
  
Behavioral Data
You	
  no	
  longer	
  compete	
  with	
  those	
  in	
  your	
  
own	
  industry,	
  but	
  rather	
  the	
  best	
  of	
  those	
  
fields.	
  Consumer	
  are	
  now	
  comparing	
  all	
  
experiences	
  against	
  each	
  other	
  rather	
  than	
  
against	
  their	
  ver;cal.	
  	
  
	
  
Psychographic Data
Also	
  combine	
  with	
  all	
  other	
  internal	
  data,	
  
created	
  in	
  a	
  CRM.	
  	
  
	
  
Internal CRM Data
Authentic
Journeys
Requires you to know each and every person, and demands a system of
relevance which touches all aspects of your business. This puts the
customer success platform at the heart of your marketing efforts. Then
allows for scaling across all channels, with dynamic and predictive
personalization. Facilitating both passive, and active discovery.
	
  
Companies using predicative content on
average are seeing an increase in revenue
by 15% because it help facilitate
discovery, and fulfills modern desire.
Predictive Content
Dynamic content suggests
the best next piece of
content given set algorithms
of most likely engagement.
Owned Experiences
Creating customized
experiences also needs to
happen both on your
website and via the email
content.
+15%
Revenue 	
  
99% of all organisms who have
ever lived on the earth are extinct
due to environmental changes. The
modern environment has changed
the consumers desires a new type
of mediated relationship. They will
not respond to forced campaigns,
and value self discover above all
things. Creating a relationship able
to support self discovery, and
always be contextually relevant
will require a new set of marketing
systems. You only have one other
alternative. Extinction.
Raphus	
  cucullatus	
  
“DoDo	
  Bird”	
  	
  
Conclusion: 	
  
Thank you
Mathew	
  Sweezey	
  
Principal	
  of	
  Marke;ng	
  Insights,	
  Salesforce	
  	
  	
  
msweezey@salesforce.com	
  
@msweezey	
  
	
  	
  

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Argyle CMO Summit 2015

  • 1. Succeeding  in  the  Infinite  Future   ​ Mathew  Sweezey   ​ Principal  of  Marke;ng  Insights,  Salesforce       ​ msweezey@salesforce.com   ​ @msweezey   ​      How  to  systema;cally  rise  above  the  noise  to  build  a  sustainable  and   scalable  marke;ng  founda;on  for  the  “Always  on  Consumer”.      
  • 2. •  Safe  harbor  statement  under  the  Private  Securi;es  Li;ga;on  Reform  Act  of  1995:   •  This  presenta;on  may  contain  forward-­‐looking  statements  that  involve  risks,  uncertain;es,  and  assump;ons.  If  any  such  uncertain;es  materialize   or  if  any  of  the  assump;ons  proves  incorrect,  the  results  of  salesforce.com,  inc.  could  differ  materially  from  the  results  expressed  or  implied  by   the  forward-­‐looking  statements  we  make.  All  statements  other  than  statements  of  historical  fact  could  be  deemed  forward-­‐looking,  including  any   projec;ons  of  product  or  service  availability,  subscriber  growth,  earnings,  revenues,  or  other  financial  items  and  any  statements  regarding   strategies  or  plans  of  management  for  future  opera;ons,  statements  of  belief,  any  statements  concerning  new,  planned,  or  upgraded  services  or   technology  developments  and  customer  contracts  or  use  of  our  services.   •  The  risks  and  uncertain;es  referred  to  above  include  –  but  are  not  limited  to  –  risks  associated  with  developing  and  delivering  new  func;onality   for  our  service,  new  products  and  services,  our  new  business  model,  our  past  opera;ng  losses,  possible  fluctua;ons  in  our  opera;ng  results  and   rate  of  growth,  interrup;ons  or  delays  in  our  Web  hos;ng,  breach  of  our  security  measures,  the  outcome  of  any  li;ga;on,  risks  associated  with   completed  and  any  possible  mergers  and  acquisi;ons,  the  immature  market  in  which  we  operate,  our  rela;vely  limited  opera;ng  history,  our   ability  to  expand,  retain,  and  mo;vate  our  employees  and  manage  our  growth,  new  releases  of  our  service  and  successful  customer  deployment,   our  limited  history  reselling  non-­‐salesforce.com  products,  and  u;liza;on  and  selling  to  larger  enterprise  customers.  Further  informa;on  on   poten;al  factors  that  could  affect  the  financial  results  of  salesforce.com,  inc.  is  included  in  our  annual  report  on  Form  10-­‐K  for  the  most  recent   fiscal  year  and  in  our  quarterly  report  on  Form  10-­‐Q  for  the  most  recent  fiscal  quarter.  These  documents  and  others  containing  important   disclosures  are  available  on  the  SEC  Filings  sec;on  of  the  Investor  Informa;on  sec;on  of  our  Web  site.   •  Any  unreleased  services  or  features  referenced  in  this  or  other  presenta;ons,  press  releases  or  public  statements  are  not  currently  available  and   may  not  be  delivered  on  ;me  or  at  all.  Customers  who  purchase  our  services  should  make  the  purchase  decisions  based  upon  features  that  are   currently  available.  Salesforce.com,  inc.  assumes  no  obliga;on  and  does  not  intend  to  update  these  forward-­‐looking  statements.   Safe  Harbor  
  • 3. @msweezey This presentation will be covering a lot of slides in a very short amount of time. If you would like to follow along on your device please find my slides posted to twitter under @msweezey. This presentation is compliments of Salesforce.com.
  • 4. What is the biggest problem marketers face? #1 New Business Development We asked 5000 B2B and B2C marketers this question:   They said: (http://www.salesforce.com/research)   Q A #2 Quality of leads #3 Keeping up with trends
  • 5. What is the biggest problem marketers face? We asked 5000 B2B and B2C marketers this question:   Q A How do we drive business amidst an entirely new consumer landscape?
  • 6. Industrial 
 Revolution Taught us marketing was a by product of production, and the businesses had complete control of information about products, and the buying process. There were only 5 media channels.  
  • 7. Limitless Channels There are currently 200+ channels, and Gartner predicted in 2014 that by 2017 the CMO would have the largest IT budget in the company, taking it away from the CIO.  
  • 8. Media Ubiquity More people in the world have access to a mobile phone than have access to clean drinking water or electricity. The effects of this are only now beginning to be fully understood.  
  • 9. Limitless Media On average there are 1,500 posts waiting for you on Facebook, and on average you check Facebook 17 times per day (Ages 35-49). You also have 7.4 social channels on average.
  • 10. Limitless Media 
 Is very different This is over 12 hours per day, across multiple screens. Tangling up work life, personal life, and everything else together.  
  • 11. CNN reports there will be 50 Billion connected devices by the year 2020. That would mean devices out number people 7 to 1. Each device can create, distribute, and consume content as well, making them the largest creators of noise.   Internet of Things
  • 12. He Proved Media 
 Consumption Changes Human Actions Marshall McLuhan denotes how media has changed every society in his foundation text “Gutenberg Galaxy”. Campaigns have not caught up to the modern human, or how we use media.   “For Richard Nixon to win the presidency he must lose 10 pounds.”   -­‐Marshall  McLuhan  
  • 13. “A” or “B” How do you manage your email in box?
  • 14. “We now disqualify before we qualify” We are faced with so much content we now disqualify content before we even begin to qualify it. This is a technique we learned on our own (heuristic) and use it as the standard way we now filter large sets of data.
  • 15. Attention Spans The average human based on a Microsoft study in 2013 has an average attention span of 8 seconds. This does not mean make “Snack-able Content”. This means you must deliver value faster.   NINE SECONDS Goldfish  have  an  a3en4on  span  of    
  • 16. Buyers  harness  more  power  when  they  do  a  single  Google  search   than  all  of  NASA  had  in  1969  to  land  a  man  on  the  moon.  Anything   can  be  found  in  an  instant,  and  if  it’s  not  they  they  leave.       INSTANT RESULTS 80% Bounce Rate On visits from Adwords 71% Have been Disappointed by content 25% Will never re-engage If disappointed once 1.70 Page views Per visit to your site
  • 17. Why should you even care about this. You already have social media. You already do content marketing. You’ve read the latest blog post from the experts, and do lead nurturing. Why should you care? Why Care?  
  • 18. Our systems Don’t work For every 100 leads an aveerage company generates they close .7 of them into actual business. 1.5 Forester estimates for every 100 leads a B2B company generates, best in class only converts 1.5 into revenue.
  • 19. Production, Technology, Distribution, and Reach are all democratized making the relationship you have with your consumer the only sustainable competitive advantage.   Large Scale Failure of Fortune 500 companies are removed from the list in Last decade (2004-2015)1/3
  • 20. Content product is the largest single item in a marketing budget at 16% of the total budget. This is a result of the modern buyer and the marketer owing 80% of the sales cycle by 2020.   Massive Inefficiencies Of content a business creates never gets utilized.70%
  • 21. We are here You must understand we are in a time of radical change, and only changing radically can we succeed, and become extinct. In assessing the blame for the failure of good companies, the distinction is sometimes made between innovations requiring very different technological capabilities, that is, so called radical change, and those that build upon well-practiced technological capabilities, often called incremental innovations.   -­‐Clayton  M.  Christensen,  The  Innovators  Dilemma  
  • 22. We need New Systems We need a new coherent body of ideas or principles which take into account the changed environment. Not just iterations of the old ones.
  • 23. These are Not Systems You’ll likely say, “But I’ve got social media, marketing automation, and do content marketing. I’ve got new systems”. You are wrong. You have new tools, and channels. We still use your same old systems, just on new channels.
  • 24. Net Positive System 01 The company must have an understanding that limitless interactions must be controlled by a company Mindset of positive experience, or fail at the death of departmental campaigns.
  • 25. Ship My Pants National retailer spends millions on a campaign to get people to shop in their stores. The campaign was based off of an award winning tag line “Ship My Pants”. Yet it ended at very sour experience for many.  
  • 26. “SHIP MY PANTS” Infinite Media Hurts Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign.  
  • 27. “SHIP MY PANTS” Net Positive Experience Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.  
  • 28. “It is not the height of your highs, but the valley of your lows which will shape your brand” -Andrew Davis, Author of Brandscaping “ “
  • 29. This is the value of the “switching economy” this means switching from one product to another. This makes the economy of switching the 10th largest economy in the world. $1.7 Trillion
  • 30. Products are easily substituted. Relationships are not.
  • 31. Relationships are hard to substitute! Having everyone in your company with the same mindset is the only sustainable way for you to proactively protect your brand from the infinite amount of content and create a net positive experience for every customer across all touch points. This is why companies like AT&T give CX a seat at the Executive Table. Customer Experience belongs in the C-Suite
  • 32. Desirable Relationships 02 The human desire has shifted over time, yet our marketing practices are still based on the idea of mass publication is valuable to consumers. We must re learn what consumers desire, and what creates a valuable relationship for them.
  • 33. Building relationships with consumers inner desires is what we should be focused on Edward Bernay’s created Public Relations after learning from his uncle Sigmund Freud the power of the unconscious mind. He create a new form of strategic marketing which built relationships between products and consumers inner desires. Relationships focus on Human Desire  
  • 34. Experiences Are Made of “Content” Wrote  “Permission  Based  Marke;ng”  in  1999.  The  forward  to  this   book  was  Don  Peppers  who  co-­‐authored  “The  One  to  One  Future”   wriben  in  1993.  Yet,  most  of  us  just  see  “Content”  as  something   we  create  and  mass  distribute.       “Our job is to connect with people, and leave them better off than when we found them” - Seth Godin
  • 35. More is not influential There is no correlation between publishing more often and influence the content has with in a persons life, or with the relationship you have with the consumer. The idea of more content is better is a total red herring.  
  • 36. “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  • 37. “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  • 38. Nobody Ever Said “I want content”They decide engage with content to solve goals, they engage with it because it aligns with their purpose 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. We need to be relationship brands.   Media Brands?
  • 39. Path to Purpose Google research done in 2013 proves it is no longer a linear journey to purchase, but rather helping consumers meet their purpose. When you do you increase purchases by 42%.   Honest  experiences  help   them  fulfill  their  inner   desires,  and  discover  their   purpose.    
  • 40. Their purpose’s for engaging with content are………
  • 41. Fight Boredom PEW research found that 51% of the time a CEO picks up their mobile device because they are BORED. We use the internet to fight boredom. This is the purpose at that time. It can lead to other things via passive discovery.  
  • 42. Escape !People wanting to escape will lean on self discover and social channels. They are looking to escape their work, life, job, and take a short break. No barring on sales readiness. However the escape must be an honest, escape. It can not be contrived by a business, but must be found by the person.
  • 43.
  • 44. Read this article for more on creating humor in your content: http:// www.clickz.com/clickz/column/2389218/create-better-content-via-humor Kronos Case Study Kronos, a workforce management software company, uses a weekly comic to engage with their audience. Their comics are consistently shared on LinkedIn two to 10x more than their corporate blog posts.
  • 45. Discover Things The top 5 websites in the world are all “Search Engines”. We use search engines to discover things, but actively and passively.
  • 46. Discover!Discovery is one of the greatest gifts of the internet. We have both passive and active discovery modes. Active Discovery: Direct searches on the internet Passive Discovery: When you scroll down in Facebook
  • 47. Self 
 Discovery The highest form of value the internet provides to a human is self discovery. The instant nature to find what ever, and fulfill any purpose or desire instantly.   “Mass  Publishing  is  the  lowest  form   of  value  the  internet  provides”     -­‐David  Weinberger  (  Co-­‐author  of  Cluetrain   Manifesto)  
  • 48. Active
 Discovery Anytime you do a search you are engaging in “Active Discovery” This is when you are looking, seeking, or wanting to find a specific item. “Amazon.com strives to be the e-commerce destination where consumers can find and discover anything they want to buy online.” – Jeff Bezos
  • 49. Passive
 Discovery There is value in helping people discover things. Amazon hires 473 “Data Scientists” to study their conversions, and it’s effect on the customer relationship. If they do something look at why.
  • 50. Presence!Is the content which consumers create about themselves to validate the mediated self they are projecting. Simply engaging with this is fulfilling their purpose, and is helpful, and does not require you to create more content.
  • 51. Mediated Self On average we have 7.4 social channels and project a different self on each one. The value to us is in expressing our being, and having that desire validate by others. The Power of a Like!  
  • 52. “When you see people voting up your answer or adding their own replies in real time it makes you realize there’s a good group of people reading your stuff. I don’t get that immediate rush on my blog” -Robert Scoble, Futurist and Social Media icon “ “
  • 53. Modern Media Releases Dopamine To Be Released Causing positive relationships, and a Pavlovian response to engagement.   The  New  York  Times,  called  Dopamine  “The  Molecule  for   Mo4va4on”  in  their  2009  ar;cle  on  neuroscience.  hbp:// www.ny;mes.com/2009/10/27/science/27angier.html?_r=0  
  • 54. Dynamic Relevance 03 Building a system of relevance is the only way to scale personal relationships and create desirable experiences at scale required across infinite channels.
  • 55. This Is the old way of thinking about conversion. How do we make content, and drive people to it. Now we take a new approach with dynamic journeys.   Static Experiences Follow Historical 
 Logic. Stop it!
  • 56. Single View Of Customer Buyers become highly fragmented beings across multiple channels. They are always connected, and always on. The only way to reach them is to know more about them, and understand what it takes to really be relevant to the modern buyer.   You  no  longer  compete  with  those  in  your  own   industry,  but  rather  the  best  of  those  fields.   Consumer  are  now  comparing  all  experiences   against  each  other  rather  than  against  their   ver;cal.       Behavioral Data You  no  longer  compete  with  those  in  your   own  industry,  but  rather  the  best  of  those   fields.  Consumer  are  now  comparing  all   experiences  against  each  other  rather  than   against  their  ver;cal.       Psychographic Data Also  combine  with  all  other  internal  data,   created  in  a  CRM.       Internal CRM Data
  • 57. Authentic Journeys Requires you to know each and every person, and demands a system of relevance which touches all aspects of your business. This puts the customer success platform at the heart of your marketing efforts. Then allows for scaling across all channels, with dynamic and predictive personalization. Facilitating both passive, and active discovery.  
  • 58. Companies using predicative content on average are seeing an increase in revenue by 15% because it help facilitate discovery, and fulfills modern desire. Predictive Content Dynamic content suggests the best next piece of content given set algorithms of most likely engagement. Owned Experiences Creating customized experiences also needs to happen both on your website and via the email content. +15% Revenue  
  • 59. 99% of all organisms who have ever lived on the earth are extinct due to environmental changes. The modern environment has changed the consumers desires a new type of mediated relationship. They will not respond to forced campaigns, and value self discover above all things. Creating a relationship able to support self discovery, and always be contextually relevant will require a new set of marketing systems. You only have one other alternative. Extinction. Raphus  cucullatus   “DoDo  Bird”     Conclusion:  
  • 60. Thank you Mathew  Sweezey   Principal  of  Marke;ng  Insights,  Salesforce       msweezey@salesforce.com   @msweezey