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FOR MORE
MARKETING
RESOURCES
@msweezey
Mathew Sweezey
Principal of Marketing
Insights
Salesforce
Author of
•  Marketing Automation for
Dummies (2013)
•  Context Revolution (2019)
Slides are
Online and
can be
found Here:
@msweezey
The ProblemWE FACE IN MARKETING
@msweezey
1995
“HEY BOSS WE NEED A WEBSITE”
@msweezey
MARKETING
BUDGETS WERE
ON AVERAGE 2%
OF GROSS
REVENUE IN
1995.
@msweezey
1999
“HEY BOSS WE NEED TO DRIVE
TRAFFIC TO OUR SITE”
@msweezey
2001
“HEY BOSS WE NEED EMAIL”
@msweezey
2005
“HEY BOSS WE NEED SEO”
@msweezey
MARKETING HAS
CHANGED MORE IN THE
PAST 10 YEARS THAN IT
HAS IN THE PREVIOUS
100.
@msweezey
“
NEW MARKETING
ASKS HAPPEN
BEFORE
REALIZING PRIOR
INVESTMENTS
@msweezey
70%	
39%	
59%	
39%	
39%	
Digital	Marke2ng	Spend		
Tradi2onal	Marke2ng	
Spend		
Marke2ng	tools	and	
technology	
Marke2ng	consul2ng	
Marke2ng	headcount	
Increase	in	Spending	
Where High Performers are Spending Now
@msweezey
HIGH PERFORMING
MARKETING BUDGETS
WILL DOUBLE IN ALL
AREAS WITH IN THE
NEXT 1.8 YEARS
@msweezey
Road BlocksTO GETTING
WHAT WE NEED
@msweezey
WE STUDIED 7,500
BUSINESSES AROUND
THE WORLD TO FIND
OUT WHAT MAKES A
HIGH PERFORMING MARKETING
ORGNIZATION
@msweezey
82% OF HIGH
PERFORMERS
HAVE FULL
EXECUTIVE
BUY IN
@msweezey
EXECUTIVES MUST BUY INTO
A NEW IDEA OF MARKETING.
NOT JUST THAT THEY NEED MORE
MARKETING.
“
@msweezey
More MoneyIS’NT AN OPTION
@msweezey
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
@msweezey
SolutionsTO GETTING THE BUDGET YOU NEED
@msweezey
EducationIS REQUIRED TO GET BUY IN
@msweezey
IT IS HARD TO BE A
PROFIT IN YOUR
OWN LAND.
“
@msweezey
5 PIECES OF CONTENT TO PUT
ON YOUR BOSSES DESK
•  Read– “The Experience Economy”
•  Read– “Driving Demand”
•  Read – “ClueTrain Manifesto”
•  Watch – TED Talk “What Consumers Want”
•  Follow- 103 Genuine Marketing Thought Leaders
@msweezey
Prove it outSMALL GAINS CAN LEAD TO BIGGER BUDGETS
@msweezey
Bottom Up Approach – Small Wins
•  No Budget Content– Learn to leverage others
content. Remember anything with a URL is
content.
•  One Step at a Time– Prove the value of your
ideas in tiny steps, ratcheting up each time.
@msweezey
Examples
TWO KEY METRICS
•  Efficiency – Keep track of the time it takes you
to do a task, so you can show how a new tool
improves this.
•  Effectiveness – Keep track of your results so
you can show a side by side comparison.
@msweezey
PROVING OUT
HUMOR -
Taulia – Used humor in
small ways, comparing it each
time to a campaign with out
it. Showing the value of it at
each step. Bumping up the
humor each time until their
“F@ck It” campaign.
25% increase in web
traffic and a 28%
increase in contact
us forms as a result.
New ValuesON MARKETING RETURNS
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
TO GET MORE MONEY, WE
HAVE TO SHOW VALUE ON
OUR EFFORTS.
ROI DOESN’T DO THIS.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
WHY ROI IS A BAD VALUE METRIC
•  IT DOESN’T LIVE ON A BALANCE
SHEET– If a number doesn’t live on a balance sheet
it’s a vanity metric. Roi is an efficiency number not an
effectiveness number.
•  IT’S NOT PRESCRIPTIVE– Roi doesn’t
help executives run their business better. It just keeps you
from being fired.
@msweezey
Weighted PipelineIS THE VALUE WE SEEK
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
•  SALES ALREADY USES IT– It’s a value
number your executives already buy into.
•  IT’S IS PRESCRIPTIVE– It shows future
outcomes with a high degree of certainty.
•  IT IS HOLISTIC – It accounts for all experiences,
providing the measure for you to control the full experience.
@msweezey
Example
Weighted Pipeline Chart (Lead Flow Volume)
Marketing	
Stage	
Volume		 Velocity		 Efficiency		 Weighted	Value		
1	 100	 5	days		 70%	 (100x.7)x10,000	
2	 90	 9	days		 77%	 (90x.77)x10,000	
3	 80	 10	days	 88%	 (80x.88)x10,000	
Pipeline	
Total			
270	 24	days	 Pipline	
Value		
$2,097,000	
	
@msweezey
Stretch BudgetsGET THE MONEY FASTER
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
STRETCH BUDGET BASICS
•  NEGOTIATE UP FRONT– Stretch budgets
are negotiated up front, just like a line of credit.
•  DOUBLE DOWN – They allow you to double
down on great ideas, proving out new tactics and channels.
•  INSTANTLY ACCESABLE – You have
instant access to them because they were pre-negotiated.
@msweezey
Example
Normal Goal: 200
S tretch Goal: 1K
S TRETCH B UD GET: $5K
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 . 	
@msweezey
Getting
More Reach
HIGH
PERFORMERS
ARE 17X MORE
LIKELY TO BE
EXELENT AT
COLLABORATION
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
IT’S ABOUT EXPERIENCE
•  Brand is no longer what you say, rather it is
the sum of all experiences.
•  Marketing must own the experience across
the entire lifecycle.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
CREATE AN EXPERIENCE COUNCIL
•  One member of each department–
Their job is to have a collective vision across the full lifecycle and
help each team see a collective vision, and execute on it.
•  Meet Once a Month– Interview a prospect each
month on their experiences, and how the full organization can
make them better.
@msweezey
There are a few
basic tricks you have
to have the ability to
do for ABM to
technically be a
possibility.
LEVERAGE AGILE WORKFLOWS
•  THIS WILL REFINE YOUR TASKS–
Allowing you to take on the greater role of experience. With
out agile you will not have enough time to take on existing
roles and new one.
•  Read– The X Factor on slide share for more on agile -
https://www.slideshare.net/MathewSweezey/the-x-factor-
the-secret-to-better-content-marketing
@msweezey
THANK YO U
Mathew Sweezey / @msweezey
Principal of Marketing Insights
Salesforce

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How To Get More Marketing Budget

  • 2. Mathew Sweezey Principal of Marketing Insights Salesforce Author of •  Marketing Automation for Dummies (2013) •  Context Revolution (2019) Slides are Online and can be found Here: @msweezey
  • 3. The ProblemWE FACE IN MARKETING @msweezey
  • 4. 1995 “HEY BOSS WE NEED A WEBSITE” @msweezey
  • 5. MARKETING BUDGETS WERE ON AVERAGE 2% OF GROSS REVENUE IN 1995. @msweezey
  • 6. 1999 “HEY BOSS WE NEED TO DRIVE TRAFFIC TO OUR SITE” @msweezey
  • 7. 2001 “HEY BOSS WE NEED EMAIL” @msweezey
  • 8. 2005 “HEY BOSS WE NEED SEO” @msweezey
  • 9. MARKETING HAS CHANGED MORE IN THE PAST 10 YEARS THAN IT HAS IN THE PREVIOUS 100. @msweezey “
  • 10. NEW MARKETING ASKS HAPPEN BEFORE REALIZING PRIOR INVESTMENTS @msweezey
  • 12. HIGH PERFORMING MARKETING BUDGETS WILL DOUBLE IN ALL AREAS WITH IN THE NEXT 1.8 YEARS @msweezey
  • 13. Road BlocksTO GETTING WHAT WE NEED @msweezey
  • 14. WE STUDIED 7,500 BUSINESSES AROUND THE WORLD TO FIND OUT WHAT MAKES A HIGH PERFORMING MARKETING ORGNIZATION @msweezey
  • 15. 82% OF HIGH PERFORMERS HAVE FULL EXECUTIVE BUY IN @msweezey
  • 16. EXECUTIVES MUST BUY INTO A NEW IDEA OF MARKETING. NOT JUST THAT THEY NEED MORE MARKETING. “ @msweezey
  • 17. More MoneyIS’NT AN OPTION @msweezey
  • 18. 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 @msweezey
  • 19. SolutionsTO GETTING THE BUDGET YOU NEED @msweezey
  • 20. EducationIS REQUIRED TO GET BUY IN @msweezey
  • 21. IT IS HARD TO BE A PROFIT IN YOUR OWN LAND. “ @msweezey
  • 22. 5 PIECES OF CONTENT TO PUT ON YOUR BOSSES DESK •  Read– “The Experience Economy” •  Read– “Driving Demand” •  Read – “ClueTrain Manifesto” •  Watch – TED Talk “What Consumers Want” •  Follow- 103 Genuine Marketing Thought Leaders @msweezey
  • 23. Prove it outSMALL GAINS CAN LEAD TO BIGGER BUDGETS @msweezey
  • 24. Bottom Up Approach – Small Wins •  No Budget Content– Learn to leverage others content. Remember anything with a URL is content. •  One Step at a Time– Prove the value of your ideas in tiny steps, ratcheting up each time. @msweezey
  • 26.
  • 27.
  • 28. TWO KEY METRICS •  Efficiency – Keep track of the time it takes you to do a task, so you can show how a new tool improves this. •  Effectiveness – Keep track of your results so you can show a side by side comparison. @msweezey
  • 29. PROVING OUT HUMOR - Taulia – Used humor in small ways, comparing it each time to a campaign with out it. Showing the value of it at each step. Bumping up the humor each time until their “F@ck It” campaign. 25% increase in web traffic and a 28% increase in contact us forms as a result.
  • 30. New ValuesON MARKETING RETURNS @msweezey
  • 31. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. TO GET MORE MONEY, WE HAVE TO SHOW VALUE ON OUR EFFORTS. ROI DOESN’T DO THIS. @msweezey
  • 32. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. WHY ROI IS A BAD VALUE METRIC •  IT DOESN’T LIVE ON A BALANCE SHEET– If a number doesn’t live on a balance sheet it’s a vanity metric. Roi is an efficiency number not an effectiveness number. •  IT’S NOT PRESCRIPTIVE– Roi doesn’t help executives run their business better. It just keeps you from being fired. @msweezey
  • 33. Weighted PipelineIS THE VALUE WE SEEK @msweezey
  • 34. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. •  SALES ALREADY USES IT– It’s a value number your executives already buy into. •  IT’S IS PRESCRIPTIVE– It shows future outcomes with a high degree of certainty. •  IT IS HOLISTIC – It accounts for all experiences, providing the measure for you to control the full experience. @msweezey
  • 36. Weighted Pipeline Chart (Lead Flow Volume) Marketing Stage Volume Velocity Efficiency Weighted Value 1 100 5 days 70% (100x.7)x10,000 2 90 9 days 77% (90x.77)x10,000 3 80 10 days 88% (80x.88)x10,000 Pipeline Total 270 24 days Pipline Value $2,097,000 @msweezey
  • 37. Stretch BudgetsGET THE MONEY FASTER
  • 38. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. STRETCH BUDGET BASICS •  NEGOTIATE UP FRONT– Stretch budgets are negotiated up front, just like a line of credit. •  DOUBLE DOWN – They allow you to double down on great ideas, proving out new tactics and channels. •  INSTANTLY ACCESABLE – You have instant access to them because they were pre-negotiated. @msweezey
  • 40. Normal Goal: 200 S tretch Goal: 1K S TRETCH B UD GET: $5K 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 . @msweezey
  • 42. HIGH PERFORMERS ARE 17X MORE LIKELY TO BE EXELENT AT COLLABORATION @msweezey
  • 43. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. IT’S ABOUT EXPERIENCE •  Brand is no longer what you say, rather it is the sum of all experiences. •  Marketing must own the experience across the entire lifecycle. @msweezey
  • 44. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. CREATE AN EXPERIENCE COUNCIL •  One member of each department– Their job is to have a collective vision across the full lifecycle and help each team see a collective vision, and execute on it. •  Meet Once a Month– Interview a prospect each month on their experiences, and how the full organization can make them better. @msweezey
  • 45. There are a few basic tricks you have to have the ability to do for ABM to technically be a possibility. LEVERAGE AGILE WORKFLOWS •  THIS WILL REFINE YOUR TASKS– Allowing you to take on the greater role of experience. With out agile you will not have enough time to take on existing roles and new one. •  Read– The X Factor on slide share for more on agile - https://www.slideshare.net/MathewSweezey/the-x-factor- the-secret-to-better-content-marketing @msweezey
  • 46. THANK YO U Mathew Sweezey / @msweezey Principal of Marketing Insights Salesforce