Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
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@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. • Mathew Sweezey (only one “T”) • Principal of Marketing Insights for Salesforce • Author of “Marketing Automation for Dummies” • Writer for Clickz.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?
A Dynamic and predicative engagements
across all channels. This answer presents a major set of problems for you. Predictive and dynamic content is only as good as your content, and what you are able to derive from engagement with it. If you can not decipher what a consumer desires you can’t fulfill their desire no matter what buzz word you use! P
Empower Buyers They have the
power And they know How to use it. There is more computing power used in a single Google search than all of NASA had in 1969 to land a man on the moon. -Google research team
Needs Change With Mobility More
people in the world have access to a mobile phone than have access to clean drinking water or electricity. They use it to fulfill human needs. Instant access to consumer generated content fulfills a human desire of belonging. The Noise you create does not have any place in Maslow’s hierarchy of needs. Yet, consumer generated content does.
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.
“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.
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.
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% - Sirius Decisions
In their 1993 books “The
One to One Future”, Peppers and Rogers state outline the fundamentals of the future of marketing in a personalized way. This book is a must read! PHOTO: Their acceptance into the DMA hall of fame One to One Marketing “We must operate in realities not abstractions of reality” –Peppers & Rogers
To derive intelligence we must
understand new techniques. Now it’s time to go over the ways in which you can deduce what the customers are actually thinking and use this to provide a true one to one experience across any channel, or device.
Stage Based Theory 01 Content
must be made relevant to the buyer at the stage of the lifecycle they are in. This is extremely important for both you and them.
Have you ever been disappointed
by content you’ve engaged with from a brand? 71% of them said, “YES”. We asked 400 B2B buyers the following questions: Survey says: Q A hWp://www.clickz.com/clickz/column/2349580/71-‐percent-‐of-‐buyers-‐have-‐been-‐ disappointed-‐by-‐content#
How did the negative experience
aﬀect your relationship? 25% said they never would engage with the brand again. We asked those buyers a follow up question: Survey says: Q A hWp://www.clickz.com/clickz/column/2349580/71-‐percent-‐of-‐buyers-‐have-‐been-‐ disappointed-‐by-‐content#
My First White Paper I
wrote my first White Paper in 2007. spent 3 weeks writing a white paper. I tried to answer all buyer questions at once. Create the pain, make you want to solve the pain, and why you should buy from us.
Daily content consumption. Usually is
Learn, and Escape. Happens across all media channels. How we engage with Research content. Batch Research Defined Read this: hWp://www.clickz.com/clickz/column/2285540/new-‐research-‐deﬁnes-‐buyers-‐journey-‐ to-‐3-‐steps
Break it into buyer stages
If you break your white papers up into buyers stages then your white paper is more likely to appeal to a person in a specific stage, it will also then tell you which stage the buyer is in via “Self Selection”.
How to map Your stages
This data is based on aggregate consumer research. The only way to determine what your buyers need and want is to ask them.
Desirable Content 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.
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?
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 Marke4ng” in 1999. The forward to this book was Don Peppers who co-‐authored “The One to One Future” wriWen 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.
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.
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 Causing
positive relationships, and a Pavlovian response to engagement. The New York Times, called Dopamine “The Molecule for Mo;va;on” in their 2009 ar4cle on neuroscience. hWp:// www.ny4mes.com/2009/10/27/science/27angier.html?_r=0
System of 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.
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 ver4cal. 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 ver4cal. Psychographic Data Also combine with all other internal data, created in a CRM. Internal CRM Data
Bi-Directional Value The value you
create with dynamic systems provides heightened value to the buyer but also allows you use this data for dynamic and predictive personalization. Facilitating both passive, and active discovery creating value for both consumer and producer.
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!
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
Modern buyers will not respond
to forced campaigns, and value self discover above all things. Creating a relationship able to support self discovery through out the buying cycle is the only way to drive demand in the future. Customer intelligence is a combination of both observed, asked, and inferred things dynamically put together providing the best experience possible. Conclusion: 1) Experiences must be relevant to the moment. 2) Moments reveal themselves though both action and data. 3) You must have a system in place to execute in the moment. 4) You will not know if you do not ask.