New Rules For Modern Customer Engagement

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Consumer behaviors have changed drastically in the last several years. You should know; you’re likely an online consumer yourself. So you know that reaching the modern buyer can be a daunting, seemingly impossible, proposition. But it doesn’t have to be that way.

Join Mathew Sweezey, Marketing Evangelist for Salesforce.com and author of Marketing Automation for Dummies, as he provides an overview of modern customer engagement and shows you how to execute on an engagement strategy that drives lasting results.

During this webinar, you’ll learn:

- How the modern consumer makes buying decisions
- Lead nurturing best practices to increase lead flow
- Social media tactics and strategies that get results
- How to value and get buy-in for your efforts

Mathew is the head of thought leadership for B2B marketing at Salesforce.com. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies. Mathew speaks more than 50 times per year around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com, to name a few.

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  • Andrew, well put. Direct and to the point. Key takeaways: 1. Consumers are now 2/3 of the way through the purchase process when they contact sales. 2. Future channels are consumer driven. 3. Experience forms perception. 4. Consumers are educating consumers. 5. The experience forms the mindset which develops in stages fostered by social-driven self discovery. 6. All brought together by the three parameters of Teach, Tone and Look.
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New Rules For Modern Customer Engagement

  1. 1. New Rules for Modern Customer Engagement -Mathew Sweezey @msweezey
  2. 2. MARKETING HEAD OF B2B MARKETING THOUGHT LEADERSHIP FOR SALESFORCE.COM AUTHOR OF: MARKETING AUTOMATIONFOR DUMMIES – 2014 M AT H E W “ S W E E Z E Y ” = @ M S W E E Z E Y
  3. 3. MY THESIS @msweezey “Relevance Through Research”
  4. 4. 1.  WHY 2.  Experience is King 3.  Mindset Theory 4.  Stage Based 5.  Self Discovery MODERN THEORY
  5. 5. Digital discovery More power in a google search, than required to land a man on the moon @msweezey
  6. 6. Content ENGAGEMENT 12hrsPeople are in front of a screen for 12 hours every day @msweezey
  7. 7. MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICTY OR CLEAN DRINKING WATER @msweezey
  8. 8. Content consumption 2/3People are 63% thought their buying cycle before they talk to sales @msweezey
  9. 9. 19605 marketing Channels 201360+ marketing Channels Print Radio Television DirectMail Fax Telemarketing Internet Email Facebook @msweezey
  10. 10. GARTNER SAYS IN 2017CMO WILL HAVE THE LARGEST BUDGET OF ANY DEPARTMENT @msweezey
  11. 11. “TECHNOLOGY FOLLOWS MONEY”Print Radio Television DirectMail Fax Telemarketing Internet Email Facebook @msweezey
  12. 12. UNLIMITED & CONSUMER DRIVEN @msweezey FUTURE CHANNELS ARE
  13. 13. CONSUMERS ARE EDUCATING CONSUMERS @msweezey EXPERIENCE IS PERCEPTION
  14. 14. UNMANAGEABLE BY A SINGLE DEPARTMENT 24/7 MARKETING EXPERIENCE IS KEY INCREASED DIGITAL ENGAGEMENT PROBLEMS FACING MARKETERS RESEARCH DONE BY @msweezey
  15. 15. IMPRESSIONS ARE CRAPEXPERIENCE IS THE FUTURE TO YOUR CUSTOMER’S HEART @msweezey
  16. 16. @msweezey IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call and no money.
  17. 17. @msweezey IMPRESSIONS EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call and no money. 2xMore likely To buy again
  18. 18. CONTENT ISN’T KING GET IT OR DIE TRYING
  19. 19. EFFECT OF BAD EXPERIENCE 1/4Of buyers say if they are disappointed with your content They will never read content from you again RESEARCH DONE BY @msweezey
  20. 20. HOW DO YOU MANAGE CONSUMER PERCEPTION
  21. 21. IS Unsustainable 24/7The only way to be sustainable and create net positive interactions Is to have a marketing mindset in your organization @msweezey
  22. 22. EVERY INTERACTION ENDS UP ONLINE CONSUMERS ARE EDUCATING CONSUMERS @msweezey
  23. 23. “SHIP MY PANTS”
  24. 24. “SHIP MY PANTS”
  25. 25. “SHIP MY PANTS”
  26. 26. @msweezey VOLATILITY +5 -10 +15 -10 +5 -20
  27. 27. @msweezey SPEND MORE MONEY HOW TO SOLVE VOLATILITY WE ASK FOR MORE BUDGET
  28. 28. @msweezey BE MORE CREATIVE HOW TO SOLVE VOLATILITY OUR BOSSES SAY
  29. 29. @msweezey TIME + TALENT + RESOURCES EQUATION FOR CREATVITY IT IS NOT FREE – OR MAGIC
  30. 30. @msweezey EVERY INTERACTION IS SHAREABLE EVERYONE IS A MARKETER EVERY INTERACTION IS SEARCHABLE EVERY INTERACTION IS PERCEPTION
  31. 31. WHICH COMPANIES ARE BEST AT MINDSET? THOSE WITH THE BEST CULTURES @msweezey
  32. 32. HERE ARE THE DEETS HOW TO BE RELEVANT I surveyed 400 B2B Buyers TIP: READ “THE FUTURE OF 1 to 1, by PEPPERS AND RODGERS
  33. 33. ESCAPE WHY DO YOU ENGAGE LEARN RESEARCH 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. People wanting to research will dedicate time to search, learn, and solve. They are looking for content to help them solve for a problem. Shows sales readiness People wanting to learn are looking on ways to do their job better. This can also take place during an escape. May be an early sign of sales readiness if they move to research.
  34. 34. HOW DO YOU ENGAGE Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content.
  35. 35. 77% want staged content Because Google allows for a consumer to find highly relevant and specific information, they require it to fit ONLY what they are looking for at the time.
  36. 36. CONSUMERS RETURN TO GOOGLE 2-3 TIMES TO RESEARCH A B2B PURCHASE THEIR SEARCH TERMS CHANGE EACH TIME AS WELL
  37. 37. It’s ability to teach: 42% of people say the ability of a piece of content to teach them something is a significant factor affecting it’s authenticity The tone: 42% of people say the tone of a piece has a significant affect on their view of it being authentic The look/presentation: 44% of people say the look/presentation of a piece of content has a significant affect on their view of it being authentic. HOW YOU SAY IT COUNTS
  38. 38. “SELF DISCOVERY will always be the NEW BLACK” Marty Weintraub/ author - speaker
  39. 39. GOOD EXAMPLEHOW SELF DISCOVERY IS HELPING INTEL PAID FOR BY INTEL BUT PUBLISHED BY MASHABLE
  40. 40. What is helpful will depend on the channel you are using. For Facebook a consumer wants to escape. This content to the left is “helpful” because it allows me to further my interest in discovering new things. So it is helpful to me in this regard. REMEMBER
  41. 41. BAD EXAMPLEBOTH PAID – BUT ONE HAS HIGHER CONVERSION & ENGAGEMENT YOU ARE MORE LIKELY TO SURVIVE A PLANE CRASH THAN CLICK THESE
  42. 42. CONCLUSIONS • EXPERIENCE IS THE MODERN FOCUS • MINDSET IS HOW YOU MANAGE • STAGES ARE HOW YOU EXECUTE • SOCIAL MEANS “Self Discovery”
  43. 43. QUESTIONS • WHAT IS A GRIT? • WHAT BEER DO YOU BREW? • WHAT’S YOUR ASTROLOGICAL SIGN? • LENGTH OF TIME TO RUN A CAMPAIGN? ALSO REACH ME AT @MSWEEZEY

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