It Shouldn't Be Scary to Go Digital

#ZGMultifamily
IT SHOULDN’T BE SCARY T GO DIGITAL
Kyle Lacy, Head of Marketing Strategy, OpenView

@KYLEPLACY@KYLEPLACY2 @KYLEPLACY
We must understand
change.

Why is this happening?

Mobility completely
changed the game.
CURRENT DISRUPTION

DAY IN THE LIFE OF A MOBILE USER
Average #
Apps Installed
on Device
Average
Numbers of
Apps Used
Daily
Average # of
Apps
Accounting for
80%+ of App
Usage
Time Spent on
Phone (per
Day)
Most
Commonly
Used Apps
USA 37 12 3 5 hours Facebook
Chrome
YouTube
Source: KPCB Internet Trends Report

Every customer is a
consumer first.

And the consumer
experience is seamless.

Smart machines are
here to stay.
FUTURE DISRUPTION

Have no fear.

We don’t survive.

We evolve.

Embracing the 4 Ps f
Digital Evolution
SUPREME SURVIVAL TIP

PROCESS
PEOPLE
PERSONA
PERFORMANCE

PEOPLE
Do you have the right people? Hire for
aptitude, attitude and agility.

Is your team organized
to win in the digital
environment?

Acquisition Conversion Brand
Content
PR
Brand Enablement
Corporate Comms
Creative
Events
Digital
Traditional
Ads
Managers
Operations
Automation
Personas/Strategy
Messaging
Sales Enablement
Training
Retention
THE MODERN MARKETING ORG

The marketing team of the
future…

controls every aspect of
the consumer experience.

PERSONA
Do you know your customer? Do you
understand their behavior, motivations,
goals and demographics?

PERSONA
a semi-fictional representation of your ideal
customer based on market research and
real data about your existing customers.

PROCESS
How does your team operate and optimize
for product, pricing, promotions and
channels?

Your UXperience
matters.
PROCESS TIP #1

Get the experience right
and your product will sell
itself.

Or you customers will
sell it for you.

73% of companies consider
user experience
a top priority
Source: Forrester Research, Forrester’s CX Index

1% of companies deliver an
excellent experience
Source: Forrester Research, Forrester’s CX Index

Source: UserTesting.com

Customer service is the
new marketing.
PROCESS TIP #2

Social media
engagement is about
retention,
not acquisition.

It’s time to
hug your haters.

$500
Billion Per
Year in
Marketing
Source: Jay Baer, Hug Your Haters

$500
Billion Per
Year in
Marketing
$9
Billion Per
Year in
Customer
Service

40% of social media haters
expect a reply within one hour.

Answering one complaint
online increases customer
love as much as 25%.

80% of companies say they
deliver exceptional customer
service.

8% of their customers agree.

Go back and answer the first
2 pages of reviews
everywhere.

PERFORMANCE
Do you have the system in place to track
and evolve?

Source: David Walmsley
“We must move from
numbers keeping score to
numbers that drive better
actions.”

Data is life.
PERFORMANCE TIP #1

70% of technology
implementations fail because
of BAD DATA.
Source: Forrester Research

What about small data vs.
big data vs. medium data vs.
somewhat large data?

Courtesy of Alex Tellez + Amy Wang + H2O Team

HOW DO YOU EFFICIENTLY MANAGE DATA?
• Database cleansing should be top priority
• Do you have someone focused on data management?
• Get your team off spreadsheets
• One system of record for the entire company

Better Goal Tracking
Leads to Better Results
PERFORMANCE TIP #2

Data /
Automation
CRM
MY PRIMARY STACK
Goal / Project
Management

Die engagement metrics.
Long live unit economics.
PERFORMANCE TIP #3

Marketing should
function like an
ecommerce company.

ENGAGEMENT IS IMPORTANT
• Open Rate
• Click Through Rate
• Cost per Click
• Time on Site
• Bounce Rate
• Close rate per Channel
But
secondary

UNIT ECONOMICS
Direct revenues and costs associated with a
particular business model expressed on a
per unit basis.

LIFETIME VALUE (LTV)
the amount of revenue a single user
generated during the entire duration of their
usage of your service

Strive to understand your
unit economics better than
the CEO

PROCESS
PEOPLE
PERSONA
PERFORMANCE

We believe providing (individual)
with this (service) will result in
this (outcome).
We will know this when we see
(measureable result).
@JimKalbach

Your PEOPLE should develop
and re-develop your
PERSONAS and PROCESSES
to improve PERFORMANCE.

One last thing…

You are not marketers

growth hackers

growth hackers
CEO
social media ninjas

growth hackers
CEO
social media ninjas
digital marketing savants
or growth hackers

You are experience
makers and managers.

It is the only thing that
makes you relevant.

@kyleplacy
Thank you!

It Shouldn't Be Scary to Go Digital

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