2017: The Year of Tough Choices - Michael Brenner, Marketing Insider Group

1. KEYNOTE Michael Brenner@BrennerMichael | michael@marketinginsidergroup.com CHIEF EXECUTIVE OFFICER, MARKETING INSIDER GROUP NEW YORK, NY ~ MAY 8 – 9, 2017 | DIGIMARCONEAST.COM #DigimarconEast 2017: The Year of Tough Choices

6. MARKETING INSIDER GROUP

12. MARKETING INSIDER GROUP If we ask CEOs The answer is clear...

13. 68% of CEOs expect Marketing to deliver REVENUE! ~ CMO Council Survey (Dec. 2016) Marketing Must Deliver Revenue @BrennerMichael

14. MARKETING INSIDER GROUP OKAY, so we have to Drive Revenue… But here’s what happens.

16. MARKETING INSIDER GROUP CEO SAYS: “WE NEED TO BE ON INSTAGRAM” CMO Says: “Get on Instagram ASAP!”

17. MARKETING INSIDER GROUP CEO SAYS: “WE NEED TO BE ON INSTAGRAM” CMO Says: “Get on Instagram ASAP!” So WE… Figure out Instagram

18. MARKETING INSIDER GROUP 3Weeks Later…

20. MARKETING INSIDER GROUP CEO SAYS: “WHAT’S UP WITH INSTAGRAM” CMO Says: “COME ON FOLKS!” So WE… Buy Ads on Instagram

21. MARKETING INSIDER GROUP 3Weeks Later…

25. MARKETING INSIDER GROUP Real Beards Not Actors . . . Sales DECLINE after buyers see 40 ads from a brand. ~Advertising Research Foundation 40

26. MARKETING INSIDER GROUP We Don’t Just Ignore Brands Who Advertise. We Punish Them! @BrennerMichael

27. MARKETING INSIDER GROUP WHY Do We Do All This Stuff We Know Won’t Work? @BrennerMichael

28. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Behind every bad idea is an EXECUTIVE who asked for it. @BrennerMichael

29. MARKETING INSIDER GROUP CEO Drive Revenue CMO Says: Do something So WE… Do Stuff

30. MARKETING INSIDER GROUP We’re the ones who Do. All. The. Stuff. Even though we know better! @BrennerMichael

31. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style STOP blaming our boss for bad ideas @BrennerMichael

32. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style

33. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style STOP blaming our boss for bad ideas START Proposing better ones @BrennerMichael

34. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style “The toughest choice you’ll make in your career is the choice between making everyone above you happy or making your customers successful.” @BrennerMichael

35. We must choose to become CHAMPION LEADERS @BrennerMichael

36. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style What is a CHAMPION LEADER? ANYONE Who fights for the ideas that bridge the gap between a task and an outcome. @BrennerMichael

37. We are all leaders. We are accountable for doing the stuff that matters and makes an IMPACT. @BrennerMichael

38. MARKETING INSIDER GROUP Lyly Lepinay Marketing Manager Capgemini

41. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CEO Had an idea

42. MARKETING INSIDER GROUP Phil Mickelson

43. MARKETING INSIDER GROUP Phil Mickelson Christel Boeljon

44. MARKETING INSIDER GROUP Phil Mickelson Christel Boeljon

45. MARKETING INSIDER GROUP CEO: Had an idea - LOGO ON A HAT . . . YAY!!!

46. MARKETING INSIDER GROUP CMO: Let’s sponsor golf tournaments. CEO: Had an idea LOGO ON A HAT . . . YAY!!!

47. MARKETING INSIDER GROUP CMO: Let’s sponsor golf tournaments. CEO: Has an idea LOGO ON A HAT . . . YAY!!! VP Marketing: We need to make signs, and shirts, and hats and ….

48. MARKETING INSIDER GROUP CMO: Let’s sponsor golf tournaments. CEO: Has an idea LOGO ON A HAT . . . YAY!!! VP Marketing: We need to make signs, and shirts, and hats and …. WHAT? There’s a better way to get new clients.

49. MARKETING INSIDER GROUP LYLY’S IDEA… Invest in Content Marketing Ask: 0.1% ad budget Goal: Raise Awareness Measure: 1M visitors

50. MARKETING INSIDER GROUP CMO: SVP Marketing: WHAT? There’s a better way to get new clients. LYLY TOOK HER IDEA TO HER MANAGER… VP Marketing: GO FOR IT!!!

52. MARKETING INSIDER GROUP Capgemini Content-Loop.com 1 Year Result: $1 Million in Sales

53. MARKETING INSIDER GROUP LYLY HAD ANOTHER IDEA

54. MARKETING INSIDER GROUP YEAR 2: Goal: Double the results Approach: Customer insights

55. MARKETING INSIDER GROUP Capgemini Content-Loop.com Year 2 Result: $24 Million

56. MARKETING INSIDER GROUP CEO: Awareness Sales: $25 Million Marketing: .01% Ad Budget = ROI

57. MARKETING INSIDER GROUP- 100,000 200,000 300,000 400,000 500,000 600,000 0 100 200 300 400 500 600 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Traffic #Articles COMPOUNDING RETURN of CUSTOMER-FOCUSED MARKETING ________ Revenue Investment -------- >

58. Champion Leaders choose to focus on customer impact. And that delivers business outcomes. @BrennerMichael

59. MARKETING INSIDER GROUP Lyly: HAD AN IDEA…

60. MARKETING INSIDER GROUP Emmanuel: CHAMPIONED her vision Lyly: Had an idea

61. MARKETING INSIDER GROUP Virginie: Supported Emanuel’s Leadership Emmanuel: CHAMPIONED her idea Lyly: Had an idea

62. MARKETING INSIDER GROUP WHO’S THE REAL HERO Virginie: Supported Emanuel’s Leadership Emmanuel: CHAMPIONED her idea Lyly: Had an idea

65. MARKETING INSIDER GROUP THE BACK STORY Emmanuel: Had an idea Lyly: Championed Emanuel’s Idea

66. We don’t find “idea champions.” WE EARN them! @BrennerMichael

67. When we champion someone’s idea… We earn a champion for life. @BrennerMichael

68. Who’s idea have you championed lately? @BrennerMichael

69. We don’t have to like our co-workers to champion their ideas. Be an idea champion @BrennerMichael

70. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The 1-Question Survey™ Q: On a scale of 0-10, how likely is your manager (or TEAM) to CHAMPION your IDEAS? 1.We present new ideas 2.Our Managers champion our ideas 3.OurTeam supports our ideas @BrennerMichael

71. Pssst. I have a secret… It took me 33 Jobs before I figured out that the key to success is to be a champion leader.

72. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style 1.Paperboy 2.Babysitter 3.Lawn mower 4.Landscaper 5.Pizza Hut 6.Concession stand 7.Stock boy 8.Caterer 9.Painter 10.Construction worker 11.Bank Vault Deposit Manager 12.Bank Data entry 13.Referee 14.Orientation leader 15.Stadium usher 16.Student tutor 17.Waiter 18.Bartender country club 19.Bartender seafood 20.Bartender college bar 21.Enterprise rent a car. I picked people up 22.Sandwich maker 23.Importer / exporter 24.Nielsen Account Manager 25.Sales rep (#2 in company) 26.Sales manager (CPG Manufacturer Division) 27.Sales Director (Retail Division) 28.Field marketer 29.Product marketer 30.Booth babe. Yeah I know. It's a joke. 31.Corporate marketer 32.Job I don't talk about 33.CMO (ICR) 34.CMO (FullTilt) 35.Digital Marketing (SAP) 36.Paid Blogger / Influencer 37.Startup co-founder (B2C) 38.Content marketer (SAP) 39.Speaker 40.Book author 41.Writer 42.Publisher 43.Board advisor 44.Startup executive 45.CEO 46.Consultant 47.Workshop Facilitator 48.Board Member 49.Journalist 50.Dad 51.Coach 52.Husband 53.Therapist

78. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Do what you’re told and You’ll succeed @BrennerMichael

82. For 3 MONTHS I listened to ideas from people who’d been in the trenches

85. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Do what you’re told and You’ll succeed @BrennerMichael

88. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style All week I received voicemail messages from sales and marketing team members who wanted to tell me how much they appreciated my efforts and apologize on behalf of the President.

92. Real success doesn’t come from doing what you’re told but by being a Champion for other people and their ideas. @BrennerMichael

93. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style WHAT IF… We started asking our team “How can I help you?” @BrennerMichael

94. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Uhhh. I’m not telling my boss “No!”

95. The Art of the Productive PUSH BACK @BrennerMichael

96. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Julie Fleischer Former Sr. Director, Data + Content + Media Kraft Foods Julie is a master of the Productive Pushback.

97. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Julie Fleischer Former Sr. Director, Data + Content + Media Kraft Foods

98. CEO Improve our ROI for Marketing

99. CEO Improve our ROI for Marketing CMO: The magazine is expensive

100. CEO Improve our ROI for Marketing CMO: The magazine is expensive VP: Let’s cut the magazine

101. CEO Improve our ROI for Marketing CMO: The magazine is expensive VP: Let’s cut the magazine Julie The CEO wants us to cut the magazine? Champion leaders RESIST The immediate urge to pushback UP the org chart.

102. CEO Improve our ROI for Marketing CMO: The magazine is expensive VP: Let’s cut the magazine Julie The CEO wants us to cut the magazine? Champion leaders RESIST The immediate urge to pushback UP the org chart. Instead they all do one thing… They identify the Illusion Point!

103. THE ILLUSION POINT where business objectives are translated into tasks that contradict the vision. @BrennerMichael

104. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style What is a CHAMPION LEADER? ANYONE Who fights for the ideas that bridge the gap between a task and an outcome. @BrennerMichael

105. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Illusion Point Disengaged Employees FrustrationMoney Time Hard Work Failure Sacrifice Lost Opportunity

106. CEO Improve our ROI for Marketing CMO: The magazine is expensive VP: Let’s cut the magazine Julie The CEO wants us to cut the magazine?

107. MARKETING INSIDER GROUPCUSTOMER IMPACT CEO VISION = Actions Tasks Milestones WDTMTM WDTMTU WDTMTU Vision Impact The Illusion Point Improve ROI “Let’s cut the magazine!” What isn’t revenue- generating? Food & Family, KraftRecipes.com

108. THE ILLUSION POINT where business objectives are translated into tasks that contradict the vision.@BrennerMichael

109. CEO Improve our ROI for Marketing CMO: The magazine is expensive VP: Let’s cut the magazine Julie The CEO wants us to cut the magazine? Here’s a whole team that believes in the magazine Champion leaders can be found anywhere below the illusion point

110. Step ONE: Identify the illusion point and rally the champions from below. @BrennerMichael

111. Step TWO: The Art of The Pushback @BrennerMichael

112. The Art of Pushing Back Why does this matter?

113. The Art of Pushing Back Why does this matter? What is the impact?

114. The Art of Pushing Back Why does this matter? What is the impact? How will it be measured? @BrennerMichael

115. The Art of Pushing Back Why does this matter? A: “Our Profits Are Down” What is the impact? A: “Improve ROI” How will it be measured? A: “Revenue – Expense / Expense” @BrennerMichael

116. CEO Improve our ROI for Marketing CMO: The magazine is expensive VP: Let’s cut the magazine Julie The CEO wants us to cut the magazine? Here’s a whole team that believes in the magazine What if we tied subscriber data to sales?

117. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Julie Fleischer Former Sr. Director, Data + Content + Media Kraft Foods Subscribers spent 11x more

118. MARKETING INSIDER GROUP WHAT IF… We stopped doing the the things that don’t work?” @BrennerMichael

119. MARKETING INSIDER GROUP “The data yielded insights that transformed Kraft’s entire organizational structure … And supercharged marketing ROI.”

120. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CHAMPIONS LEADERS focus on customer value. @BrennerMichael

121. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CHAMPIONS LEADERS support the ideas from their peers. @BrennerMichael

122. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style CHAMPIONS leaders are EVERYWHERE inside our organizations. @BrennerMichael

123. CHAMPION LEADERS Hold the secret to changing the entire culture! @BrennerMichael

124. CHAMPION LEADERS START by asking WIIFTC? (What’s in it for the customer?)@BrennerMichael

125. The BULLSEYE @BrennerMichael

126. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The Org Chart @BrennerMichael

127. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style The REAL Org Chart Source: IntegrationTraining Where’s the customer?

128. The Maze CEO Customer

129. Customer The Bulls-eye

131. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Customer The Bulls-eye

132. What’s the impact of focusing on the customer? Employees 10X > company 3% employees = 30% reach

133. Customer The Bulls- eye Your employees are the experts!

134. MARKETING INSIDER GROUP Your Employees Are The Experts • Customer Service and Sales FAQs • Emails = answers to customer questions Help them tell their stories!

135. MARKETING INSIDER GROUP What if… we encouraged our employees to share what they know and love? @BrennerMichael

136. MARKETING INSIDER GROUP 3 posts / day Reached 23 Million 60,000 clicks 3 posts / day 22 Million 58,000 clicks 2 posts / day 18 Million 49,000 clicks

137. MARKETING INSIDER GROUP Your employees are the experts 3 employees - 8 posts / day 63 Million Impressions- 167,000 clicks “Tons of Pipe” “What’s in it for them?” (WIIFTC) 1. Grow connections 2. Build personal brand 3. Propel your career

138. CHAMPION LEADERS START by asking WIIFTC? What’s in it for the customer? What’s in it for my colleagues?@BrennerMichael

139. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style “When we put our customer at the center of everything we do, our customer, our employees and our companies thrive.”@BrennerMichael

140. MARKETING INSIDER GROUP Companies focused on customer impact and employee engagement

141. MARKETING INSIDER GROUP WIIFTC… @BrennerMichael

142. MARKETING INSIDER GROUP WIIFTC: WIIFT Customers WIIFT Colleagues WIIFT Company @BrennerMichael

163. Do STUFF that really MATTERS

164. CLICK TO EDIT MASTER TITLE Click to edit Master subtitle style Are you ready to make an IMPACT?

165. Are You Ready To Become a CHAMPION LEADER? @BrennerMichael

2017: The Year of Tough Choices - Michael Brenner, Marketing Insider Group

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2017: The Year of Tough Choices - Michael Brenner, Marketing Insider Group

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