SMASH Keynote: The Infinite Future

@msweezey
The Infinite FutureSMASH Conference Keynote 2015

@msweezey
@msweezey

This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to slideshare.
Find my slides on Twitter @msweezey and there is the
URL to the slideshare presentation.

@msweezey
We are
here
You must understand we are in a time of radical
change, and only by fully understanding the
change can we succeed in the infinite future.
In assessing the blame for the failure of good companies, the distinction is
sometimes made between innovations requiring very different technological
capabilities, that is, so called radical change, and those that build upon
well-practiced technological capabilities, often called incremental
innovations. The notion is the magnitude of the technological change
relative to the companies’ capabilities will determine which firms triumph
after a technology invade an industry.

-Clayton M. Christensen, The Innovators Dilemma

@msweezey
Business
Environment
We operate in consists of media, consumers, and
businesses. When any of these three things change
we must revaluate our foundations.
Business: Use
media to consume
information and to
publish information.
They are reactionary
to the consumer.
Media: Is the
medium for
communication
between all parties in
the environment.
Consumers: Are the
ones who obtain
information from
media to fulfill their
needs.

@msweezey
Media has changed
infinitely
Media has changed the
environment we live in causing
major changes to our species

@msweezey
5 Media
Channels
In 1960 there are only 5 marketing channels we must
master. They are all analog.

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200 Media
Channels
In 2014 there are over 200 marketing channels we must
master. They are all digital, bi-directional, and driven
by dynamic data.

@msweezey
More people in the world have access to a mobile
phone than have access to clean drinking water or
electricity. The effects of this are only now beginning
to be fully understood.
Media Ubiquity

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Limitless
Noise
On average there are 1,500 posts waiting for you on
Facebook, and the average person is exposed to 5000
ad impression per day.

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““CMO will have the
largest IT budget by
2017
-Gartner

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Limitless
Channels
Gartner predicted in 2014 that by 2017 the CMO
would have the largest IT budget in the company,
taking it away from the CIO.

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New Media affects
Humans
Media has changed the way
people relate to each other, act,
and obtain information.

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Attention
Spans
The average human based on a Microsoft study in
2013 has an average attention span of 8 seconds.
NINE
SECONDS
Goldfish have an
attention span of

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Time Spent
Online
The average person in the united states spends 12.28
hours in front of a screen every day. The average
person in the UK spends 12 hours per day. (NIH)

@msweezey
Buyers harness more power when they do a single Google
search than all of NASA had in 1969 to land a man on the
moon. Anything can be found in an instant, and if it’s not
they they leave.
INSTANT
RESULTS
80%
Bounce Rate
On visits from Adwords
71%
Have been
Disappointed by content
25%
Will never re-engage
If disappointed once
1.70
Page views
Per visit to your site

@msweezey
The new buyer is not like the old one. They are mobile, cross channel,
and highly informed. On average they consume 3-7 pieces of content
before they talk to sales. The average person between 35-49 checks
Facebook 17 times per day.
BUYERS 
CHANGE
GRANDPARENTS
Are the fasting growing demographic on
Facebook.

@msweezey
Customer
Mandate
36%
*Transforming Customer Experience: From Moments to Journeys, 2013
Understand the customer’s needs and interests and use
this insight to continuously deliver personalized content
that aids the customer’s purchase decision, provides
timely service and results in a great customer experience.
Customer satisfaction
scores for business
increases by thirty six
percent when we focus on
the full customer
experience.
15%
Increase in revenue for
those companies who can
transform their idea of
individual moments into a
full customer journey.
28%
Customers are twenty
eight percent more likely
to recommend products
from companies who
provide a personalized
journey.
33%
And are thirty three
percent less likely to
churn than customers
who do not receive a fully
personalized experience.

@msweezey
QuestionsLets see just how much you have changed based on
the environment around you to make this point
even clearer.

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“A” or “b”How do you manage your
email in box?

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“We now
disqualify before
we qualify”

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“A” or “b”How do you download data?

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“We batch research”

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Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined

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of B2B buyers said they waited longer
to initiate contact with B2B vendors –
DemandGen Report 2014
40%

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80%
Gartner predicts the buying cycle will be
primarily in the hands of marketing, as they
expect a B2B buyer do have accomplished 80% of
their buyers journey before they ever speak to
sales.
MARKETING CONTROLS THE
BUYING CYCLE

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Business goals
change
Media has changed the
environment we live in causing
major changes to our business

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Production3-D printing has democratized production.
Now anyone, anywhere, at anytime can
print them selves products.

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TechnologySaaS technology democratized business
operations. Now any business can have the
best tool set to run their business, and build
their product, with almost zero overhead.

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DistributionDistribution and selling of goods has been
democratized by online marketplaces. It is
easier than ever to sell something at scale.

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Production, Technology, Distribution, and Reach are all
democratized making the relationship you have with
your consumer the only sustainable competitive
advantage.
Inﬁnite
Competition
of Fortune 500 companies
are removed from the list in
Last decade (2004-2015)1/3

@msweezey
You no longer compete with those in your own industry,
but rather the best of those fields. Consumer are now
comparing all experiences against each other rather than
against their vertical.
Inﬁnite
Competition
Buyers harness
more power
when they do
a single
Google search
Ease of Use
Buyers harness
more power
when they do
a single
Google search
Personality
Buyers harness
more power
when they do
a single
Google search
Service
Buyers harness
more power
when they do
a single
Google search
Relationship

@msweezey
ENVIROMENT 
CHANGED
BUYERS 
CHANGE
= Radical Changes Must Occur
Buyers harness more power
when they do a single
Google search
Limitless Channels
Buyers harness
more power when
they do a single
Google search
Always on
Buyers harness
more power when
they do a single
Google search
Inﬁnite Media
Buyers harness more
power when they do a
single Google search
Instant Expectations
Optimizing for small gains will leave you way
behind in the inﬁnitely changing world.
+
+

@msweezey
The relationship is primary
focus of the future, and they
can not be built by
campaigns alone
BIG IDEA #1

@msweezey
Remember “New Coke” the only reason Coke-a-Cola didn’t
lose the cola market was because of their relationships which
they build during WWII. Where they made sure every GI got
a Coke for five cents, where ever they were in the world.
Campaigns
Can fail

@msweezey
Kimpton Hotels is using “Journey Builder” to build long
lasting relationships with customers even outside of their
travel schedule. Technology allows this to happen, far
surpassing Dunbars wildest dreams.

Now they
Can Scale

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Building relationships with consumers inner desires is what
we should be focused on. It is what our society is based off of,
and the best way to drive people to action.
Edward Bernay’s created Public
Relations after learning from his
uncle Sigmund Freud the power of
the unconscious mind. He create a
new form of strategic marketing
which built relationships between
products and consumers inner
desires.

Bernays
Is Right

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Content is what consumers
desire, but not just any
content will do.
BIG IDEA #2

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CONTENTResearch from the Content Marketing Institute
shows best in class companies spend 39% of their
total marketing budget on creating content. Yet
research also shows 70% of all content created
never gets utilized.

@msweezey
Mass Media
Fails
The worlds best media brands are failing. BBC laid of 500
reporters last year. Gigaom the $22 million dollar backed
media brand, who pioneered blogging closed it’s doors after
8 years in 2015. We need to be relationship brands.

@msweezey
More is not
Inﬂuential
There is no correlation between publishing more often and
influence the content has with in a persons life, or with the
relationship you have with the consumer.

@msweezey
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have
been disappointed with
content
-Pardot Research Report 2013

@msweezey
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
25% Of them will never
engage with your
content again
-Pardot Research Report 2013

@msweezey
Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..

@msweezey
Mindset is the only way to
manage your brand across
infinite number of media
channels in the future.
BIG IDEA #3

@msweezey
MindsetEveryone in the organization understands everything they do will end
up online. Services will receive tweets, product will receive reviews,
and sales will be talked about. Everyone must understand the net
positive effects of their actions.

@msweezey
Leading outdoor brand, headed by a climber. Not
a business leader. First company to provide on site
child care. Famous for their “When surf is good, go
surf” mentality. Pardot competed in the
highly competitive
marketing automation
space. Zero funding, and
very few dollars spent on
marketing they
succeeded in a market
where their competitors
had over ½ billion dollars.
Zappos , has become a monolith
due to their customer service, and
culture. This was spear headed by
their CEO who’s philosophy of
people first proved to be correct.
Companies
Who win
All three of these companies have a culture which breeds a
consistent net positive mindset. It comes form the top, and is
passed down. It must sit at the top.

@msweezey
Ship My
Pants
National retailer spends over $10 million on a campaign to
get people to shop in their stores. The campaign was based
off of an award winning tag line “Ship My Pants”

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Inﬁnite
Media Hurts
Upon a Google search to find the local store the average
review is 2.9 out of 5. Creating a bad impression directly
following the positive impression of the “Ship My Pants”
campaign.

@msweezey
Net Positive
Experience
Upon going to the website to then purchase the website was
broken. This now has created a “NET NEGATIVE” effect and
the only way to win this consumer back is to spend more
money. This is not sustainable.

@msweezey
Customer
Executive
Having everyone in your with the same mindset is the only
sustainable way for you to proactively protect your brand
from the infinite amount of content which will be published
about you in the future. This is why companies like AT&T
give CX a seat at the Executive Table.

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Creating
Mindset
Everyone in the company must be able to answer three basic
questions. If they can you will proactively mitigate bad
experiences and ensure a “Net Positive” experience in the
future.
-  What do we value in an employee
-  What do we value in a customer
-  What do we call success
Simplicity Wins in Mindset

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“It is not the height of your highs,
but the valley of your lows which
will shape your brand”
-Andrew Davis, Author of Brandscaping
“
“

@msweezey
Infinite content is required
to market in the future so
what type of content do we
need to create?
BIG IDEA #4

@msweezey
Homework
Watch This
Joe Pine II explains consumers want, “Honest and Authentic”
experiences. He also writes about this concept in three books,
Authenticity, The Experience Economy, and Mass
Customization.

@msweezey
Nobody Ever Said
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
The worlds best media brands are failing. BBC laid of 500
reporters last year. Gigaom the $22 million dollar
backed media brand, who pioneered blogging closed
it’s doors after 8 years in 2015. We need to be
relationship brands.

Media
Brands?

@msweezey
Path to
Purpose
Google research done in 2013 proves it is no longer a linear
journey to purchase, but rather helping consumers meet their
purpose. When you do you increase purchases by 42%.

@msweezey
Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.

@msweezey
Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet
Passive Discovery: When you scroll down in Facebook

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Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply
engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.

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Relevance at scale. How do
you scale a small team up to
manage infinite
relationships in the future?
BIG IDEA #5

@msweezey
Data
Collection
Buyers become highly fragmented beings across multiple channels. They are
always connected, and always on. The only way to reach them is to know more
about them, and understand what it takes to really be relevant to the modern
buyer.
You no longer compete with those in your
own industry, but rather the best of those
fields. Consumer are now comparing all
experiences against each other rather than
against their vertical.
Behavioral Data
You no longer compete with those in
your own industry, but rather the best
of those fields. Consumer are now
comparing all experiences against each
other rather than against their vertical.
Psychographic Data
Also combine with all other internal data.
CRM Data

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“Our end goal is to present the
customer with content that is
relevant, not invasive”
-Kimberly Ruthenbeck, Director of Web
Customer Experience for Room & Board
“
“

@msweezey
Marketing Sales
Service
Single
Customer
View
Automation Platform (s) CRM
System of relevance
Allows for
plug and play
integrations
with other
apps who use
data, and add
to data.

@msweezey
Personalized
Experience
Requires you to know each and every person, and demands a system of
relevance which touches all aspects of your business. This puts the
customer success platform at the heart of your marketing efforts. Then
allows for scaling across all channels, with dynamic and predictive
personalization.

@msweezey
Automations
Scale
Automations allow for businesses to use data and instant actions to scale
relationships across all channels. With out automations you can not scale
one to one relationships.

@msweezey
Companies using predicative
content on average are seeing an
increase in revenue by 15%.
Predictive Content
Dynamic content suggests
the best next piece of
content given set algorithms
of most likely engagement.
Owned Experiences
Creating customized
experiences also needs to
happen both on your
website and via the email
content.
+15%
Revenue

@msweezey
Lead Nurturing Wins
Using the 3-2-1 technique of lead
nurturing eCornell has been able
to see amazing results.
Converting 50% of all sales
qualified leads who are nurtured
into new customers.
eCornell Lead Program
Is the online branch of the Ivy
League Cornell University. They
are responsible for driving all
traffic and produce 5,000 leads
per month.
16X
Higher conversion rate on leads that
have been nurtured vs those that have
not. Produced the single biggest
increase in leads from any other
method.

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Lead Routing
Then identify the hottest leads in
real time and pass them to the
sales team asap.
Lead Scoring
From each engagement we can
now track the buyer’s interest
and score him based on
behavioral metrics.
Companies who automate lead
management see a 10% increase
in revenue in 6 months.
(Gartner Research)
+10%
Revenue
Of marketing leads
never convert into
sales. (Gleanster)79%

@msweezey
Sales
Automation
Real time notiﬁcations
Sales then gets instant
notifications of any lead they are
working with and their
engagement with marketing.
Sales Nurturing Programs
The biggest benefit to the sales and marketing program are
sales automations from Pardot. Giving businesses the ability
to generate leads, identify them, and close them faster.
Real time lead routing
Identify the hottest leads based
on instant behavior and then
send them to sales instantly.
One click nurturing allows sales
to then nurture those leads who
are not ready buy.
@msweezey

@msweezey
Extinction
Is Real
More than 99 percent of all species, amounting to
over five billion species, that ever lived on Earth
are estimated to be extinct due to environmental
factors. Don’t be a DoDo……
Raphus cucullatus
“DoDo Bird”

@msweezey
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SMASH Keynote: The Infinite Future