Digital morning, Stockholm, 23 of March
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The document discusses how businesses can survive in an era of artificial intelligence and infinite media. It argues that marketing must be contextual, dynamic, and purposeful. It advocates using an agile approach to marketing that relies on small, frequent iterations and experiments. High performing companies personalize experiences, use predictive technologies, have executive buy-in for marketing, and allocate larger budgets to digital strategies and tools. The key is breaking through the noise by providing authentic and purposeful experiences for customers.
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Digital morning, Stockholm, 23 of March
- 1. The New NormalSurviving artificial intelligence Presented by @msweezey
- 2. @msweezey ABOUT ME Mathew Sweezey Principal of Marketing Insights Salesforce Author of • Marketing Automation for Dummies (Wiley) (2013) • Context Revolution (Harvard) (2018)
- 3. NEW ERAUnderstanding This is the only way to solve these issues WE MUST START AT THE BEGINING
- 4. I N 1 9 6 0 t h e r e a r e ONLY 5MEIDA CHANNELS @msweezey
- 5. LIMITEDMEDIA LIMITED IN WHO CAN CREATE IT LIMITED IN WHO CAN DISTRIUTE IT LIMITED IN WHO CAN CONSUME IT *This is very important @msweezey
- 6. N O W I N 2 0 1 7 THERE ARE200+ CHANNELS @msweezey
- 7. UNLIMITEDCreation UNLIMITEDDistribution UNLIMITEDConsumption*This is a new era of media @msweezey
- 11. Theproblem: More media than ever is available & It is not from businesses @msweezey
- 17. contextHow to break through the infinite noise Surviving in a world of AI requires an understanding of
- 18. personal First KEY of context a completely fluid set of experience created for a single person, directed completely by the periphery.
- 19. 65% of B2B buyers would switch brands if the vendor doesn’t personalize communication to their business – SFDC RESEARCH 2016 “ @msweezey
- 20. BEHAVIORS Companies who use marketing automation see an increase in revenue by 34%. - Pardot
- 23. Authentic Means more than just being genuine, it is “What is expected” 2nd KEY of context
- 29. Purposeful Purpose is helping them fulfill the desire/ reason they are there in the first place. Purpose is to the moment. 3rd KEY of context
- 32. The average number of page views per session is 1.7 on B2B sites. “ @msweezey
- 33. predictive Sales jumped 50% by introducing predictive content DYNAMIC CONTENT BASED ON WEB BEHAVIOR DYNAMIC DYNAMIC DYNAMIC @msweezey
- 36. Social media is the modern day smoke break ESCAPE CONTENT “ Give people something to enjoy, and help them escape from their day. This is authentic to social channels. @msweezey
- 37. Kronos uses these comics to share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
- 38. 51% of the time a CEO’s picks up their mobile device because they are bored. - Pew Research “
- 39. High performers New research to show what a high performer is New research on
- 41. They must buy into a new idea of marketing. Not just that they need more marketing.“ @msweezey
- 42. budgetsThis has a ton to do with what you can do Dollar, dollar bills, y’all
- 43. Where are high performing budgets going @msweezey With out executive buy in there is no way you will have a best in class budget. 70% 39% 59% 39% 39% Digital Marketing Spend Traditional Marketing Spend Marketing tools and technology Marketing consulting Marketing headcount Increase in Spending
- 44. 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
- 45. PRO TIP FOR TRADESHOWS USE Ipads with pardot forms on them at the booth. This way you remove manual input of data, and lead routing. @msweezey
- 46. DYNAMIC The cool kids are all
- 47. Marketing must be contextual across all channels, and specific to the moment. This means a minimum of the following connected systems: • CRM (system of record) • Marketing Automation (system of engagement) • Website (owned engagements) • Product (increased value) Context Must be dynamic @msweezey
- 48. Webpersonalization: 57% of high performers use web personalization, where only 5% of underperformers use it. @msweezey
- 49. C O N S I D E R U S I N G D Y N A M I C C O N T E N T B L O C K S @msweezey
- 50. C O N T E N T B E C O M E S D Y N A M I C T O A P E R S O N IF <lead> has not been contacted by sales <give> offer 1, if so <give> offer 2 @msweezey
- 51. MORE on STAGED CONTENT READ: @msweezey hOps://www.clickz.com/3-2-1-nurturing- technique-for-lead-genera[on/34734/
- 52. agile productionAgile is more than just a buzz word The modern building process
- 54. Agile is the modern production method.“ @msweezey (speaking note: drop the mic here)
- 55. Agilestructure &Agileprocess*These can operate independent of each other
- 56. Of marketers say it takes 2-5 weeks to create a piece of content. 42% Of marketers say it takes more than 7 weeks to create a piece of content. 1/3 1 hOp://www.techvalidate.com/blog/2013-content-marke[ng- research-[me-spent-crea[ng-content-2892 @msweezey @msweezey
- 57. A better way to make it There are an infinitely growing number of marketing channels which require content. This brings about a new level of content we must produce. The only way to create enough content with a high enough success demands a new foundation on how we execute marketing campaigns. We must learn from other business departments who have faced similar issues.
- 58. Place your pin on the blue dot. Your goal will be to close your eyes and then draw a straight line to the red dot. Stop when you get there.
- 59. Your line probably looks like this.
- 60. Now try again, but feel free to stop when ever you want. Leave your pen on the paper, and open your eyes. Recalibrate, close your eyes then continue to draw your line. Take as many stops as you want.
- 61. Your second line probably looks like this.
- 62. Agile Theory Small and frequent iteration is the key to success when you operate in dynamic environments. Our marketing enjoinment is dynamic since our consumer, and channels are constantly changing. Technology also has now caught up to a place where instant iteration is possible. User Stories MVPReview Execute
- 63. How to Interview If you ask 9 people Via Phone These three questions You’ll get it. • What were you looking for ? • Did it meet your expectations ? • Have you seen better ? @msweezey
- 64. John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. Example of Agile building
- 65. IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET.“ @msweezey HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
- 66. FOR MORE on AGILE VIEW: @msweezey hOps://www.slideshare.net/ MathewSweezey/the-x-factor-the-secret-to- beOer-content-marke[ng
- 67. TacticsAgile is more than just a buzz word The modern building process
- 68. High and low performers use the same tactics, but high performers see 2x-3x the value. “ @msweezey
- 69. Conclusion Putting a bow on all of this
- 70. You must transform the way you see marketing, not just the tools and tactics. “ @msweezey