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[Webinar] The Future of Marketing: Five Megatrends of 2018 with Mathew Sweezey

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The Future of Marketing: Five Megatrends of 2018 [Webinar]

It's a brand new year and there are a million "must-do" trends floating out there. How do you know which ones will make the most impact for your organization? Ask the experts.

Mathew Sweezey, Principal of Marketing Insights at Salesforce, is a household name among marketing professionals and is forever at the forefront of identifying—and educating the rest of us on—the top trends and strategies in marketing. His annual report, The Future of Marketing in 2018, just went viral on LinkedIn, and Kapost is excited to host him for an exclusive webinar to dive into his report.

Watch the full webinar at http://resources.kapost.com/the-future-of-marketing-5-megatrends-of-2018.html?rs=sshare to learn more about these five marketing megatrends:

1. The future of marketing is contextual
2. Purpose is the heart of marketing
3. The future of public relations is participatory
4. Marketing automation 2.0: how to see past the walls of your MAP
5. Chatbots are here to stay

The Presenters:

Mathew Sweezey - Principal of Marketing Insights at Salesforce
A consummate writer, he has been featured in numerous publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies (published by Wiley February 2014). Mathew speaks around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com.

Paralee Walls - Director of Digital Marketing and Content Operations at Kapost
An educator at heart, Paralee is dedicated to building a marketing operation that matters. That means designing digital experiences for every customer that engage, delight, and inform with the right content at right time. She is a guest lecturer for the Digital Creative Institute and General Assembly and contributor to Forbes, CMI, and Kapost's own Marketeer.

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[Webinar] The Future of Marketing: Five Megatrends of 2018 with Mathew Sweezey

  1. 1. The Future of Marketing: Five Megatrends of 2018 Kapost webinar featuring Mathew Sweezey of Salesforce
  2. 2. THE B2B MARKETING OPERATING SYSTEM © 2018 Meet the Presenters Paralee Walls Director of Digital Marketing & Content Operations, Kapost linkedin.com/in/paraleewalls @paralee kapost.com/resources-library Mathew Sweezey Principal of Marketing Insights, Salesforce linkedin.com/in/mathewsweezey @msweezey Salesforce
  3. 3. THE FOLLOWING PRESENTATION IS DESINGED TO OPEN YOUR EYES TO THE LEADING EDGE OF WHAT MARKETING IS BECOMING, AND WHY… @msweezey
  4. 4. HOLISTIC Experience is the goal Not products -Joe Pine E X P E R I E N C E S A R E T H E H I G H E S T E C O N O M I C V A L U E A F I R M C A N P R O D U C E . “ - JOE PINE II
  5. 5. Think about it…..
  6. 6. -MathewSweezey Starbucks doesn’t market coffee. They market the experience.
  7. 7. Yet, China is their 2nd largest market with 2,600+ locations @msweezey
  8. 8. Chinese only drink 2 cups of coffee per year on average. Two! @msweezey
  9. 9. -MathewSweezey @msweezey
  10. 10. EXPERIENCES REPLACE THE PRODUCT AS THE PRIMARY VALUE DRIVER OF THE FIRM….. @msweezey
  11. 11. MARKETING MUST BECOME THE OWNERS AND SUSTAINERS OF THE EXPERIENCE @msweezey
  12. 12. The New Age Of Infinite Media And What It Means For Marketing Want More? Read this->
  13. 13. Why Now?
  14. 14. 79% OF CONSUMERS PREFER TO PURCHASE PRODUCTS FROM A COMPANY THAT OPERATES WITH A SOCIAL PURPOSE- E c o n o m i s t P u r p o s e S t u d y 2 0 1 8 * @msweezey
  15. 15. Cotopaxi makes and sells adventure gear. They have built a contextual relationship with their audience via purpose. Here is their story. @msweezey
  16. 16. Why Now? @msweezey
  17. 17. @msweezey
  18. 18. Why Now? Cotopaxi sold over $900k of this sweater in under 30 days! They then repeated this feat a few months later with a new backpack. All on Kickstarter and Indigogo! They followed the market > sell > build model just like Tesla. @msweezey
  19. 19. Purpose-driven goals also provide additional value…
  20. 20. By matching with the purpose of their audience by promoting adventure sports, RedBull has become the media channel of their fans. It is so popular, they just inked a deal with the Associated Press to distribute their media around the world. They don’t need press; they are the press! @msweezey
  21. 21. Has Marketing Lost Its Way? Want More? Read this->
  22. 22. MARKET FIRST MODEL
  23. 23. Break your audience into overlapping segments and identify segments H i l l a r y T r u m p
  24. 24. THEN LOOK AT EACH SEGMENT TO SEE THE CATEGORIES OF WHO THEY “LIKE.” THIS IS WHO THEY LISTEN TO MOST. @msweezey
  25. 25. Lessons for Brands AUDIENCE ANALYSIS WILL TELL YOU THE STORY LINES THAT ALREADY EXIST. FOLLOW THOSE. DO NOT TRY TO CREATE A NEW ONE. 1
  26. 26. 30 houIS THE TOTAL LIFESPAN OF CONTENT, REAL OR FAKE
  27. 27. The problem is: Too much content, too little time…
  28. 28. OF PEOPLE SHARE A POST WITHOUT READING IT. – WASHINGTON POST 60%@msweezey
  29. 29. This fake news story on 70news.wordpress.com has 123 domains with over 331 back links, and over 400k social shares. CNN.com election results official page only has 325 back links and 40k social shares. @msweezey
  30. 30. Lessons for Brands 2 ENGAGEMENT WITH STORIES CAN EASILY COMBAT QUALITY OF PUBLICATIONS. @msweezey
  31. 31. MODERN PROPAGANDA IS PARTICIPATORY WHICH MEANS PEOPLE HAVE TO ENGAGE FOR IT TO WORK. PR vs PP @msweezey
  32. 32. Engage much? LESS THAN 50% OF LIBERAL MEDIA FB PAGES ALLOW USERS TO COMMENT & POST @msweezey
  33. 33. They do!77% OF FAR RIGHT FB PAGES ARE COMMUNITIES AND ALLOW FOR COMMENTING & POSTING. @msweezey
  34. 34. Lessons for Brands TRADITIONAL PR IS ABOUT GETTING A MESSAGE OUT. PP IS ABOUT DRIVING ENGAGEMENT TO SET THE AGENDA.3 @msweezey
  35. 35. Are we prepared for propaganda in the digital age? Want More? Read This->
  36. 36. AUTOMAITON 2.0
  37. 37. IS THE TOOLSET OF THE GROWTH HACKER… Automation 2.0 WHERE AUTOMATION 1.0 IS THE TOOLSET OF THE DEMAND GENERATION SPECALIST. @msweezey
  38. 38. Automation 1.0 I S S E L F C O N TA I N E D Automation 2.0 HA P P E NS A C R OS S A NE T W OR K
  39. 39. Automation 1.0 Channels • Email • Website Automation 1.0 Tasks • Nurturing Emails • Lead Scoring • Lead Routing via Email • Sales Notifications
  40. 40. Automation 2.0 Channels • Any Data • Any Channel Automation 2.0 Tasks • Lead Nurturing via Any Channel • Cross-Channel • Engagement • Consistent Experience on Every Channel
  41. 41. ExamplesTHINK ABOUT THE FOLLOWING SCENARIOS WHICH WOULD BE VERY HARD TO CREATE JUST WITHIN A 1.0 ENVIRONMENT.
  42. 42. CUSTOMER ISN’T USING ALL OF YOUR PRODUCT SO YOU SET UP AN AUTOMATION TO CONNECT THE USER TO THE CRM RECORD THEN YOUR MA TOOL EXECUTES A NURTURE TO INCREASE USE SEGMENT TRAY.IO PARDOT
  43. 43. YOU’VE SET UP A NEW FEATURE IN YOUR PRODUCT SO YOU SET UP AN AUTOMATION TO POP UP A SURVEY ONLY TO THOSE AFFECTED USERS WITHIN THE APP SURVEY TOOL RUNS THEN PASSES DATA BACK TO DRIVE NEW CAMPAIGN INTERCOM TRAY.IO PROMOTER.IO
  44. 44. NEW CAMPAIGN GOAL: IMPROVE NPS SCORES FINDS UESRS WITH THE LOWEST NPS IN THE APP… PROVIDES THEM LIVE HELP IN THE APP TO IMPROVE EXPERIENCE AND USAGE TRAY.IO DRIFTPROMOTER.IO
  45. 45. Automation 2.0 OPENS UP A NEW WORLD OF POSSIBLE AUTOMATIONS FAR EXCEEDING THE REALM OF EMAIL AND THE WEBSITE. @msweezey
  46. 46. Want More? Read This- > AirBnB: The Growth Story you Didn’t Know.
  47. 47. OF CONSUMERS PREFER TO ENGAGE VIA MESSAGING APPS! 85%@Msweezey
  48. 48. Consumer Research on Perception of bots @msweezey
  49. 49. Top Issues 3 Access to information Speed of getting information Engagement on their terms of Modern Consumers
  50. 50. Chat Bots are App Killers @msweezey
  51. 51. Case Study on Drift @msweezey
  52. 52. On email Jay see’s 15% open and 2-4% click Messenger 70% read, and 13% click @msweezey
  53. 53. On email Jay see’s 15% open and 2-4% click Messenger 70% read, and 13% click & 5x the click-thoughs over email. @msweezey
  54. 54. Tip for Brands YOU’RE GOING TO HAVE TO EXPAND YOUR IDEA OF COMMUNICATION PAST JUST EMAIL AND SOCIAL. @msweezey
  55. 55. Want More? Read this-> CHATBOT STUDY WITH CONSUMER PERCEPTION ON HOW TO USE THEM TO IMPROVE EXPERIENCE.
  56. 56. Conclusions…
  57. 57. WE LIVE IN A NEW MEDIA ERA WHERE THE CONSUMERS ARE IN CONTROL—AND THEY DEMAND CONTEXT. @msweezey
  58. 58. Why Now?
  59. 59. CONTEXT MEANS UNDERSATNDING YOU MUST CARE ABOUT MORE THAN PROFIT. @msweezey
  60. 60. MARKET FIRST MODEL
  61. 61. ENGAGEMENT IS MORE POWERFUL THAN PUBLICATION. @msweezey
  62. 62. AUTOMAITON 2.0
  63. 63. ENGAGEMENT NOW HAPPENS ON MORE CHANNELS THAN YOUR CURRENT TOOL SET CAN HANDLE. @msweezey
  64. 64. CHAT BOTS ARE A GREAT EXAMPLE OF HOW CONSUMERS WANT TO BE ENGAGED IN THE NEW ERA. @msweezey
  65. 65. THE B2B MARKETING OPERATING SYSTEM © 2018 Thank You!

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