Scott Wilder - Mobilizing The Marketing Nation
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Scott Wilder discusses how to build a marketing nation by mobilizing communities. He outlines 10 steps to do so: 1) gain organizational commitment, 2) use an evolutionary process, 3) build infrastructure, 4) operationalize processes, 5) accept that ebbs and flows will exist, 6) pick the right tools, 7) understand different tribes within the community, 8) build a virtual watercooler for people to connect, 9) empower community members to spread the word, and 10) leverage data. The key is activating the existing marketing nation by bringing people together around a shared purpose.
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Scott Wilder - Mobilizing The Marketing Nation
- 1. AMP TALKS: TRACK 2 MOBILIZING THE MARKETING NATION SCOTT WILDER Global Nation Builder | Marketo #ADVOCAMP
- 2. The Marketo Marketing Nation March 22, 2015 Scott K. Wilder Global Nation Builder
- 3. Page 3 What is a Global Nation Builder? A person who tries to be instrumental in the development of a a Nation – even a Marketing Nation
- 4. Page 4 Community: 24% log in each month & 10% active users 1,700 customers & 16 Raodshows 500 Partners in the Ecosystem 3K Certified Users 8,000 attendees: Virtual Events 41 User Groups Worldwide (5,000 participants) 650 Advocates 100,000 Twitter Followers 117,000 Facebook Fans
- 5. Page 5 10 Steps to Building A Nation
- 6. Page 6 1. Organization Commitment
- 7. Page 7 2. Evolutionary Process
- 9. 2. Importance of Team Selection
- 13. 5. Ebbs and Flows Exist
- 14. 6. Pick the Right Tools
- 18. Page 18 8. Build The Watercooler 9. Empower them to Spread the Word
- 19. 10. Data
- 21. Page 21 Activating the Marketing Nation
- 23. AMP TALKS: TRACK 2 MOBILIZING THE MARKETING NATION SCOTT WILDER Global Nation Builder | Marketo #ADVOCAMP
Editor's Notes
- Organization commitment is important Not a short term activity Need to get alignment on what you want to do
- Rome was not built in a day Start small and simple and grow
- 2012 - Brave New World 2013 - The Rise of the Marketer 2014 - Innovation in The Nation 2015 - Inspiration in The Nation It didn’t happen overnight We fine tuned the message Originally it was about building a network *Part of something bigger than just becoming part of a sofware company, about the network and the group of people you become a part of it (Idea).. building your brand, and the network to make you better at your job (5 Pillars of the Marketing Nation)—> Marketing First
- Internal and External Internal: Cross – Functional, but people like yourself External: Part of your team – different types of people. Intuit, invited them to our staff meetings They evaluated employees
- Learn from your customers People trust each other Arm they with info to be advocates
- Infrastructure Everyone in the company Team sport Checks and balances nation-building is more complex and time-consuming than a unilateral approach
- Infrastructure Consistent interations across organization silos Retain data – Central place Rinse Lather Repeat And Be Flexible Everyone in the company Team sport Checks and balances nation-building is more complex and time-consuming than a unilateral approach
- Two steps back, one step forward. Seasonality
- Pick the right tools Understand how they work together
- Language – Intuit Emotions Habits Fiskateers and Scrap Books Arm them to be advocates too
- Indexing and showing how you are doing vs. others Rewards, but not $$
- We love data at Marketo Marketo Ball (my new book) Google Partners Program You would have a raw score – Like A Fico Score