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Future of Marketing - Keynote Brandemonium 2018

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Keynote on the Future of Marketing

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Future of Marketing - Keynote Brandemonium 2018

  1. 1. THE FUTURE OF MARKETING
  2. 2. Mathew Sweezey Principal of Marketing Insights Salesforce Author of Marketing Automation for Dummies -Wiley (2013) Context Revolution -Harvard Business Press (2019) @msweezey
  3. 3. THE LIMITED MEDIA ERA 1 9 0 0 - 2 0 0 9 • Limited creation of media • Limited distribution of media • Limited access All of our ideas of what marketing is and how it operates were formed in this era. 2 0 0 91 9 0 0
  4. 4. THE INFINITE MEDIA ERA 2 0 0 9 - ? ? THE CONSUMERS ARE NOW IN CONTROL OF THE MEDIA OUR IDEA OF MARKETING WAS CREATED DURRING THIS LIMITED ERA n o w • Infinite creation of media • Infinite distribution of media • Infinite access
  5. 5. IT’S NOT JUST MORE - IT’S NEW • 70% OF NOISE IS CONSUMER GENERATED • 500 MPD 2018 - NOISE • ALL BUSINESS GENERATED • 50 MPD 1970 - NOISE
  6. 6. MARKETING CREATES MESSAGES TO TELL THE WORLD ABOUT THE PRODUCTS. OLD IDEA
  7. 7. MARKETING CREATES EXPERIENCES FOCUSED ON A SHARED PASSION. INFNITE ERA
  8. 8. A FOCUS ON ‘THE EXPERIENCE’ IS A KEY TRAIT OF ALL HIGH PERFORMING MARKETING ORGINIZATIONS @msweezey
  9. 9. HIGH PERFORMERSA R E 96.3XM O R E L I K E L Y T O B E B E A T I N G T H E I R D I R E C T C O M P E T I T I O N - S A L E S F O R C E R E S A E R C H O F 7 , 5 0 0 B U S I N E S S
  10. 10. Isn’t what you say. It is the the sum of all experiences. @msweezey BRAND
  11. 11. PURPOSE DRIVEN BRANDS OUT PERFORM THEIR DIRECT COMPETITION BY @msweezey 2X- 2017 STATE OF MARKETING – SALESFORCE RESEARCH
  12. 12. PURPOSE IS NOT CSR @msweezey
  13. 13. CSR = CORPORATE SOCIAL RESPONSABILITY @msweezey • HABITAT FOR HUMANITY BUILDS • DONATIONS TO CHARITY • VOUNTEER WORK • CHARITY OF ANY KIND ACCOMPLISHES PR GOALS AND CULTURE GOALS NOT MARKETING GOALS
  14. 14. PURPOSE = @msweezey • ALWAYS – Inspire confidence in women • PATAGONIA – Sustainable products • TESLA – Get the world off of fossil fuels • SALESFORCE – To be a platform for change for all stake holders PUROSE ACCOMPLISHES MARKETING GOALS SHARED ACTIONS FOCUED ON SHARED PASSION
  15. 15. PURPOSE DRIVE APPROACH TO THE AUDIENCE EXPERINCE • AT SALESFORCE - OUR AUDIENCE ARE PEOPLE WHO WANT TO GROW THEIR BUSINESS. • FOCUSING IN ON THIS SHARED PASSION OF PERSONAL AND PROFESSIONAL GROWTH DRIVES SERIOUS MARKETING RESULTS @msweezey
  16. 16. @msweezey
  17. 17. BY HELPING OUR AUDIENCE FULFILL THEIR GOALS THEY SHARE OUR BRAND WITH OTHERS. THEN THOSE WHO ARE SUPER ACTIVE – ‘MVP STATUS’ BECOME BRAND EXTENDERS NOTICED THIS LINKEDIN POST @msweezey
  18. 18. CUSTOMERS WHO JOIN THE COMMUNITY @msweezey PURCHASE 2X MORE STAY CUSTOMERS 4X LONGER DRIVING SERIOUS REVENUE IMPACTS BY FOCUSING IN ON SHARED PASSIONS
  19. 19. PROPAGANDA IS THE PROVENANCE OF PR
  20. 20. EDWARD BERNAYS CREATES THE FIELD OF PUBLIC RELATIONS IN 1917 FUN FACT: HIS UNCLE IS SIGMUND FREUD @msweezey
  21. 21. But that was 1917…. In a limited media era…what happens now? @msweezey
  22. 22. PARTICIPATORY PROPAGANDA IS WHAT WORKS IN THE INFINITE MEDIA ERA Alicia Wanless “ @msweezey
  23. 23. PARTICIPATION IS MORE IMPORTANT FOR CONTROLLING NARRATIVE THAN PUBLICATION @msweezey
  24. 24. The #1 SERP for “Election Results” was Fake news!
  25. 25. HOW DID A WORDPRESS.COM SITE HACK THE BIGGEST NEWS STORY OF THE DECADE? @msweezey
  26. 26. This fake news story on 70news.wordpress.com has 123 domains with over 331 back links, and over 400k social shares. CNN.com electin results official page only has 325 back links, and 40k social shares. PARTICIPATION @msweezey
  27. 27. @msweezey THEY DROVE 10X THE ENGAGEMENT AS CNN
  28. 28. @msweezey MODERN PR IS PARTICIPATORY PEOPLE HAVE TO ENGAGE FOR IT TO WORK.
  29. 29. @msweezey NARRATIVE CONTROL MEANS CONTROLING THE ANSWERS THEY FIND WHEN THEY ASK THEM.
  30. 30. “Best Toothbrush” Search's are up 100% from 2016-2017. @msweezey
  31. 31. Consumer Research on Perception of bots @msweezey
  32. 32. @msweezey
  33. 33. @msweezey @msweezey
  34. 34. CONSUMER BELIEVE CHATBOTS TO BE BETTER THAN EMAIL, APPS, OR PHONE CALL TO ANSWER SIMPLE QUESTIONS. - STATE OF CHATBOTS 2018 @msweezey
  35. 35. @msweezey
  36. 36. W H A T I F Y O U K I L L E D F O R M S ?
  37. 37. #1 sources of qualified opportunities for Segment.io. 5X Increase in engagement 2X Increase in conversations
  38. 38. WEBSITES WILL BE GONE IN A DECADE. CONVERSATIONAL INTERFACES. LIKE THIS ONE FROM K2 BANK. CHATBOTS ARE THE BEGINNING. @msweezey
  39. 39. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount WHERE HIGH PERFORMERS PLAN TO INCREASE SPENDING Source: Salesforce State of Marketing Report @msweezey
  40. 40. 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 @msweezey
  41. 41. 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% *GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE @msweezey
  42. 42. T H E F U T U R E I S N ’ T J U S T A B O U T N E W M A R K E T I N G T A C T I C S , I T ’ S A L S O N E W WAYS O F WO R K I N G @msweezey
  43. 43. H I G H P E R F O R M E R S A R E T E N T I M E S M O R E L I K E L Y T O U S E A G I L E M E T H O D S 10X @msweezey
  44. 44. AG I L E = T H E M O D E R N P R O D U C T I O N M E T H O D @msweezey
  45. 45. 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. 1/31 http://www.techvalidate.com/bl og/2013-content-marketing- research-time-spent-creating- content-2892 @msweezey
  46. 46. 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 TAG E S I N T H E C YC L E 2 7 P I E C E S O F C O N T E N T @msweezey
  47. 47. 2 7 P I E C E S O F C O N T E N T AT 2 W E E K S P E R P I E C E WEEKS 54 @msweezey
  48. 48. 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 @msweezey
  49. 49. 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 @msweezey
  50. 50. 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 TES T @msweezey
  51. 51. 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 F O U N D B E T T E R ? @msweezey
  52. 52. H I G H P E R F O R M E R S A R E 17X BETTER A 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 @msweezey
  53. 53. C H I E F E X P E R I E N C E O F F I C E R CXO T H E I R G O A L I S T O B U I L D A B R I D G E B E T W E E N A L L D E P A R T M E N T S @msweezey
  54. 54. JCrew just hired this guy as their CXO. He will report to the CEO. Prior to that he lead Starbucks digital efforts!
  55. 55. C O L L A B O R AT I O N I S T H E K E Y T O C O N N E C T E D E X P E R I E N C E S “ @msweezey
  56. 56. CONCLUSION
  57. 57. IT’S NOT JUST MORE - IT’S NEW • 70% OF NOISE IS CONSUMER GENERATED • 500 MPD 2018 - NOISE • ALL BUSINESS GENERATED • 50 MPD 1970 - NOISE @msweezey
  58. 58. PURPOSE DRIVEN BRANDS OUT PERFORM THEIR DIRECT COMPETITION BY @msweezey 2X- 2017 STATE OF MARKETING – SALESFORCE RESEARCH
  59. 59. IN THE NEW ERA PARTICIPATION TRUMPS PUBLICATION @msweezey
  60. 60. Consumer Research on Perception of bots @msweezey
  61. 61. 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% *GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE @msweezey
  62. 62. H I G H P E R F O R M E R S A R E T E N T I M E S M O R E L I K E L Y T O U S E A G I L E M E T H O D S 10X @msweezey
  63. 63. H I G H P E R F O R M E R S A R E 17X BETTER A 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 @msweezey
  64. 64. THANK YOU

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