Travis Murdock

1. Marketing trends for
2019: Talent, Technolog
y and Influencers
11 December 2018

2. Marketing Trends
• Candidate driven market
• Low unemployment
• Tech marketing talent are all employed
• Recruiting happens well before the recruiter calls
• Marketing automation tech stack is growing rapidly
• Demands by C-level for measurement
• Customers expect closely integrated experiences
• Influencer marketing has taken over top-down marketing
• Customers, consumer and B2B, trust someone like themselves
• Relationship-centric marketers are more able to make this
change
Successful economy means marketers are competing
for talent and customers unlike anytime in our
memories

3. Talent Trends to Shape
• Tech talent is Seattle is fully employed
• Talent with modern marketing automation are hard
to find
• Reputation research is completed before arriving for
1st interview
• Glassdoor
• LinkedIn contacts
• Diversity, inclusion, career growth are keys to
recruiting
0% unemployment requires more recruiting marketing
3

4. Marketing Automation
• 2019, more firms will start to consider experience in every facet of
their business, adopting a much more holistic view of experience.
As CX, EX and brand converge, alignment of the three is essential
to fulfilling the mission of each and ultimately creating sustainable
competitive advantage.
• Brian Solis, Principal Analyst at Altimeter put it this way: “Customer
Experience is the new marketing. Customer Experiences are the
new brand.” In other words, it’s no longer what a firm says about
themselves that matters to clients, but rather it’s what others say
and what clients experience that carries weight. Marketing and
branding should reinforce what your clients experience when they
work with your firm. Which means that tomorrow’s firms will
compete more on the experiences they deliver, than the services
they provide.
Automation is really about customer experience
4

5. Heading Text Goes Here

6. Building Mindshare
• People are putting more trust in others they know and
reputable content, not ads.
• Resurgence of storytelling
• Four most-trusted sources of advertising were:
• People you know
• Branded sites
• Editorial sites
• Reviews
• Ads are near the bottom of that list
• 30 percent of all internet users are expected to be using ad blockers
by the end of this year
• Atlas campaign to reach 100 influencers in 100 days
• NOT Instagram followers – True business Influencers
The source matters, if your message reaches
audience
6

7. 7

8. Modern Integrated Marketing channels
Effective cross-
channel marketing
requires new talent
and technology

9. B2B Marketing Trends
• 84% of business-to-business decision makers start the buying
process with a referral. To further make the case, Net Promoter
research from Bain & Company and Satmetrix has shown that new
clients acquired from the recommendation of existing client
advocates are also more profitable than clients acquired through
traditional marketing efforts.
• research from Google has found that 70% of B2B buyers and
researchers are watching videos throughout the buyer’s journey
• B2B researchers #1 resource for research is search
• 90% of B2B researchers who are online use search specifically
to research business purchases…
• On average, B2B researchers do 12 searches prior to engaging
on a specific brand's site.
Colleagues and content matter most, Don’t focus only
on C-levels
9

11. Theworldneeds
innovation
Innovationis valuable
Simple problems aregetting solved,
hardones remain.These aretrillion
dollarproblems.
Innovationis hard
Risky, difficult andexpensive tofindand
managetalent, technology andcapital
especially globally.
Innovationis essential
Startups,SME,MNC,government spend
trillions$ onthis, growingevery year.

12. “Innovation isthe last black box
in a moderncompany. I throw
money into it but have no idea
what’s going on until the
project fails or the market tells
me.”
CFO of Fortune100company
(who did not want attribution)
But today’s
innovation processes
are archaic
Innovation is done by inefficient organizations
Failure rates are high. Quality and risk unknown.
Innovation is shifting to be global and diverse
150-year dominance of US innovation ending; innovation
supply and demand are distributed geographically and
across many new skills.
Innovation fails to use modern technology
Digital technologies such as big data, machine learning,
blockchain and FinTech revolutionized many industries but
not innovation.

13. Solving These Problems is Worth Trillions Globally
Pollution
$5.7T
World Bank, Air Only
Climate
Management
$359BN
Scientific American
Lifetime
Education
5.3% of global GDP
The World Bank, EOCD
Urbanization
Urban pop. grow 51% in
2010 to 70% by 2050
Statista
Aging
$140.3BN
Statista
AG Updated Content

14. “Innovation is the geopolitics of the next century. For
the first time in a century, innovation supply and
demand will be globally distributed in many places.
Like what happened in the energy economy in the
last century, the organizations that best understand
the global flows will become the most powerful
companies in the world.”
Jorma Ollila
Former Executive Chairman of Royal Dutch Shell, Current
Executive Chairman of Xinova

15. Xinova Innovation
Connecting and continuously managing talent, capital, technology
and demand to create or improve a sustainable business, in a
platform that is efficient, scalable, and risk managed.