The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
We are entering a world of limitless: noise, marketing channels, and business competition. The systems we have used for over 100 years were built for a world of limited access to information and will not work in the limitless future. We need new systems, which take into account the changed relationships we must have with consumers. Only by shifting our foundations to new systems can we create an effective, scaleable, and sustainable marketing future.
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
This is an overview of the tools and techniques it will require to succeed in the infinite environment. Join Mathew Sweezey, author of "Marketing Automation for Dummies" as he walks you though the basic foundations of marketing automation.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
This detailed report on the state of demand generation for 2013 was a the first look at the depths of marketing automations impact on the B2B demand generation landscape. Detailed analysis by leading experts this report set a new standard for baselines among B2B marketers.
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
We are entering a world of limitless: noise, marketing channels, and business competition. The systems we have used for over 100 years were built for a world of limited access to information and will not work in the limitless future. We need new systems, which take into account the changed relationships we must have with consumers. Only by shifting our foundations to new systems can we create an effective, scaleable, and sustainable marketing future.
Dallas retail Summit - Succeeding in the Infinite Marketing Future Mathew Sweezey
This is a variation of the Infinite marketer series specifically tailored to retail marketers, and presented at the Texas A&M Retail Summit 2015. This is a forward to the upcoming book Infinite Marketer to be published in 2016
This is an overview of the tools and techniques it will require to succeed in the infinite environment. Join Mathew Sweezey, author of "Marketing Automation for Dummies" as he walks you though the basic foundations of marketing automation.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
This detailed report on the state of demand generation for 2013 was a the first look at the depths of marketing automations impact on the B2B demand generation landscape. Detailed analysis by leading experts this report set a new standard for baselines among B2B marketers.
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
Content marketing needs a better way than ROI, and attribution. Learn why velocity should be your greatest business metric, and why reach still is something you need to track.
What does it take to be a high performer in B2B marketing? This presentation looks at the results of the largest study focused on B2B marketing specifically looking at the difference between high performers and under performers. This report details the tools, techniques, and best practices of over 1,000 companies to help you see what you need to do to become one of the best.
A look at both near and far term futures for demand generation. Covering new consumer trends, the power of contextual experiences, chabots, and much more.
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
Privacy Please: Why Retailers Need to Rethink PersonalizationCapgemini
Today, retailers face a significant conundrum. With the rapid proliferation of mobile, social media and in-store sensors, they are now sitting on a treasure trove of data. Walmart, for example, has about 30 petabytes of shopping information – the equivalent of nearly seven million DVDs. Retailers have all the data they need to create personalized promotions and offers. And consumers are very much in favor of personalization – survey after survey shows consumers increasingly expect personalized offers presented at the right moment.
But this customer data opportunity has a flip side: the personalization that consumers have a taste for can rapidly deteriorate into something that they find unpalatable. This could be because the personalization exercise is perceived to stray into the consumer’s private domain, or because the exercise is clumsily executed. This report examines this invisible border between personalization and privacy and how retailers can balance this tension in their customer experience.
We launched a comprehensive research exercise that analyzed over 220,000 conversations on social media to gauge customer sentiment on the themes of personalization and privacy for retailers. We collected data relating to 65 of the largest global retailers, collectively generating revenues of over a trillion dollars.
The results are worrying:
• Consumers worldwide are strongly dubious of retailers’ privacy initiatives: 93 percent of all consumer sentiment on this subject was negative
• Security and invasion of privacy are key data issues: The report finds that the main factors contributing to negative sentiment are data security (76 percent) and intrusive behaviour by the retailer (51 percent). Consumer skepticism grew when trigger incidents occurred, including updates of privacy policies during mergers and acquisitions, or regulatory inquiries into a retailer’s violation of data security policies
• Striking the balance between privacy and personalization eludes most: Only 14 percent of retailers are perceived positively by consumers on both personalization and privacy initiatives.
We believe that the 14% of leaders who solve the personalization-privacy conundrum demonstrate best practice in three areas: personalization initiatives that give customers control and a clear value; using technology to drive customer satisfaction rather than just as an enabler; and a clear governance framework and practices on personalization and privacy.
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
The first ever study to define the size, growth, and churn of 90 specific B2B personas. A combination of research from Linkedin, Data.com, and Salesforce combined to help marketers answer the key questions surrounding target demographics.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
Social Listening in Practice: Social SellingBrandwatch
This paper, one of the Social Listening in Practice use case series, is going to show you how social selling will bring your business into the sights of the 81% of consumers who are undertaking pre-purchase research online right now.
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
Research shows that marketers are finding new ways to use webinars to drive customer engagement at numerous phases of the buyer’s journey. Webinars present myriad opportunities for marketers to change and interact in experimental ways. You just have to think beyond the traditional uses and find new ways to use webinars to build and engage audiences to ultimately drive marketing success.
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
Are you looking to make the right decisions for your content marketing technology? The Content Marketing Institute has prepared 12 questions that will be valuable to ask any company as you navigate this process. Let us help! And at the end of the presentation, we've gotten you started with three technology guides on content curation, content collaboration and native advertising, now available for free download. Enjoy!
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
How to develop a measurement model to effectively monitor and report on your digital marketing activity.
If you would like to come to a workshop like this, register for free at: http://www.minttwist.com/events
It’s no surprise that B2B and B2C marketers have different goals and strategies. In January, we released new research on the overall state of marketing — including businesses of all sizes and types, based on the responses of 5,000+ global marketers.
Now we’re separating B2B from B2C marketers. Today, we present you with data about B2B trends, goals, and obstacles in 2015 with the 2015 State of B2B Marketing.
Using survey responses from 2,100+ B2B marketers, this report takes a look at what B2B marketers are really thinking and dealing with this year.
Content marketing needs a better way than ROI, and attribution. Learn why velocity should be your greatest business metric, and why reach still is something you need to track.
What does it take to be a high performer in B2B marketing? This presentation looks at the results of the largest study focused on B2B marketing specifically looking at the difference between high performers and under performers. This report details the tools, techniques, and best practices of over 1,000 companies to help you see what you need to do to become one of the best.
A look at both near and far term futures for demand generation. Covering new consumer trends, the power of contextual experiences, chabots, and much more.
An increased number of consumers are using the mobile web and native apps on their smartphones to research products and make purchases, however many mobile marketing efforts miss key opportunities to maximize their app ROI.
By focusing on a consumer-friendly app strategies, companies can increase their ROI, gain insight into consumers’ mobile behavior, and enhance their consumer appeal.
Download our white paper to learn more about how Gold Mobile can accelerate customer engagement, drive transactions, and reward your most loyal customers with our unique platform. Included are examples of how our platform has been utilized by other companies to help combat precise challenges and achieve specific goals.
50 Must Know Statistics for B2B Lead GenerationPierre de Braux
If you want to improve your lead generation capabilities, it's important that you know the facts.
Learn more about lead generation at: http://pureb2b.com/blog
Privacy Please: Why Retailers Need to Rethink PersonalizationCapgemini
Today, retailers face a significant conundrum. With the rapid proliferation of mobile, social media and in-store sensors, they are now sitting on a treasure trove of data. Walmart, for example, has about 30 petabytes of shopping information – the equivalent of nearly seven million DVDs. Retailers have all the data they need to create personalized promotions and offers. And consumers are very much in favor of personalization – survey after survey shows consumers increasingly expect personalized offers presented at the right moment.
But this customer data opportunity has a flip side: the personalization that consumers have a taste for can rapidly deteriorate into something that they find unpalatable. This could be because the personalization exercise is perceived to stray into the consumer’s private domain, or because the exercise is clumsily executed. This report examines this invisible border between personalization and privacy and how retailers can balance this tension in their customer experience.
We launched a comprehensive research exercise that analyzed over 220,000 conversations on social media to gauge customer sentiment on the themes of personalization and privacy for retailers. We collected data relating to 65 of the largest global retailers, collectively generating revenues of over a trillion dollars.
The results are worrying:
• Consumers worldwide are strongly dubious of retailers’ privacy initiatives: 93 percent of all consumer sentiment on this subject was negative
• Security and invasion of privacy are key data issues: The report finds that the main factors contributing to negative sentiment are data security (76 percent) and intrusive behaviour by the retailer (51 percent). Consumer skepticism grew when trigger incidents occurred, including updates of privacy policies during mergers and acquisitions, or regulatory inquiries into a retailer’s violation of data security policies
• Striking the balance between privacy and personalization eludes most: Only 14 percent of retailers are perceived positively by consumers on both personalization and privacy initiatives.
We believe that the 14% of leaders who solve the personalization-privacy conundrum demonstrate best practice in three areas: personalization initiatives that give customers control and a clear value; using technology to drive customer satisfaction rather than just as an enabler; and a clear governance framework and practices on personalization and privacy.
Medicare Marketing in Our Digital World- The definitive digital marketing han...Scott Levine
Read the entire 43 page ebook now or download it here.
http://ow.ly/Y2st30csWl9
Medicare Marketers Are Struggling to Develop Digital Marketing Strategy
The first ever study to define the size, growth, and churn of 90 specific B2B personas. A combination of research from Linkedin, Data.com, and Salesforce combined to help marketers answer the key questions surrounding target demographics.
The production and management of large volumes of content is fast becoming an expected part of a marketers role. This paper highlights the importance of having the right foundations in place, like a digital asset management solution, to ensure your content marketing succeeds.
Overview: The State of B2C Content Marketing IN NORTH AMERICA
Greetings Consumer Marketers,
In many ways, it’s a good year for B2C content marketers. Adoption rates of content marketing are on the rise and confidence has grown:
90% of B2C marketers are using content marketing, compared with 86% last year.
34% of B2C marketers consider themselves effective at content marketing—up from 32% last year.
B2C marketers have rated many tactics higher in effectiveness this year; in-person events and eNewsletters top the list of effective tactics.
B2C marketers are using all social platforms more often, with LinkedIn use registering the biggest jump (from 51% to 71%).
This confidence in content marketing also shows in terms of investment: 60% of B2C marketers plan to increase the amount they allocate to content marketing. Perhaps surprisingly, the least effective B2C marketers plan to increase their content marketing budgets more than the most effective ones (69% vs. 55%): another indication that marketers believe in the principles of content marketing, even if they have not quite figured out how to best execute.
Read on to discover not only how the B2C content marketing landscape has changed over the last year, but also to learn what the most effective B2C marketers are doing differently than their peers.
On with the content marketing revolution!
Social Listening in Practice: Social SellingBrandwatch
This paper, one of the Social Listening in Practice use case series, is going to show you how social selling will bring your business into the sights of the 81% of consumers who are undertaking pre-purchase research online right now.
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
Research shows that marketers are finding new ways to use webinars to drive customer engagement at numerous phases of the buyer’s journey. Webinars present myriad opportunities for marketers to change and interact in experimental ways. You just have to think beyond the traditional uses and find new ways to use webinars to build and engage audiences to ultimately drive marketing success.
The World’s 50 Most Influential CMOs Study 2015ScribbleLive
We’re pleased to present the Fourth Annual Forbes/ScribbleLive (formerly Appinions) World’s 50 Most Influential CMOs Study in which we identify and recognize the marketing leaders who have established themselves by publishing and sharing opinions that travel and generate significant reactions. Others’ influence is based on newsworthiness, either personally or that of the companies they represent.
Are you looking to make the right decisions for your content marketing technology? The Content Marketing Institute has prepared 12 questions that will be valuable to ask any company as you navigate this process. Let us help! And at the end of the presentation, we've gotten you started with three technology guides on content curation, content collaboration and native advertising, now available for free download. Enjoy!
#69Predictions Marketing Experts Share for 2016Bryan Kramer
It’s that time of year again. A time to take what we’ve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the world’s top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
How to develop a measurement model to effectively monitor and report on your digital marketing activity.
If you would like to come to a workshop like this, register for free at: http://www.minttwist.com/events
Social Insights on the Luxury Fashion IndustryBrandwatch
Our new Fashion and Luxury Report explores how social media has changed the landscape of fashion marketing. We undertake a deep-dive analysis by deciphering the factors that are setting brands apart in the highly competitive fashion and luxury markets.
Affluent Buyers Exposed: Get The Full ExposéNeedle
Ever wonder what makes affluent buyers tick? It turns out they are a unique group in the way they interact with their favorite brands online and in stores.
They prefer exclusive opportunities and personalized experiences, and they're flocking to online retail spaces.
This presentation was prepared in United world School of Business by our group of PGDM (1st year). This presentation is about the MIS-Management Information System in Walmart.
Nobody Cares About Your Newsletter - Mobile MarketingMathew Sweezey
More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.
Going Beyond the Empowered Buyer: The Next Five Mega Marketing Challenges Demandbase
In the modern B2B buying cycle, control has moved away from businesses and into the hands of their buyers. This challenge has inspired a wave of marketing innovation, but there are even bigger challenges ahead. Follow along as Mathew Sweezey reveals the next Five Mega challenges facing B2B marketers – and how to confront them.
New Era of Marketing - Content Marketing Conference - 2016 Mathew Sweezey
This presentation was given at the Content Marketing Conference in 2016. The new era of marketing is vastly different based on a new marketing environment. The new era of marketing has a new view on branding, value, content, how we create the contnet, and how we present it to the consumer. Join Mathew as he takes you along a journey to explain how to succeed in the new era.
A presentation I gave at Digital Summit: Mass publishing is the lowest form of value the internet can provide you. Relying on a content publishing model for lead generation, and relationship building will not give you the sustainable, or scaleable competitive advantage you need to succeed in this new world of infinite noise. Nobody cares about your content because you’ve missed the true reason people consume content, because it fulfills their inner purpose. Learn what the five pillars are and why they must be new foundations for the future marketing organization.
Digital Leadership Series : Shawn O'Neal Capgemini
Shawn O’Neal is VP of Global Marketing Data and Analytics at Unilever, part of the Consumer & Marketing Insights (CMI) team, and he leads the company’s Global People Data Program.
The ultimate objective of the program is to enable 1 billion relationships through digital data analysis and new ways of
connecting with people.
In his 12 years at Unilever, Shawn has worked across a range of roles in customer development
and consumer & marketing insights, with a particular focus on strategy, analysis, and the optimal use of information for
decision-making.
My slides from SAScon 2013 on the topic of "Maximising your online reputation" with some tips around how to gain and use insights into social conversations to manage brand reputation online.
We are all living through a period of exciting, widespread
technological change. We need to be prepared to take on
the challenges and embrace the many opportunities that
the data revolution brings.
Video killed the radio star, marketing in the infinite environment Mathew Sweezey
The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.
The Future of Demand: What to Expect in the Next 1, 5 and 10 YearsDemandbase
Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
The biggest problems facing marketers today is how to drive business amidst the rapidly changing environment. This presentation details the effects of limitless media on consumers, their changes in their desires, and how to systematically build marketing programs to drive demand in the infinite media landscape.
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
Connect, Engage, Collaborate: Building & Sustaining an Audience in a Social W...Michelle Killebrew
Knowledge is being created and shared at unprecedented rates. People are now sharing original content, forming and joining virtual communities, organizing activities, tapping into the advice of others and sharing experiences at scale and without boundaries. This collective knowledge is enabling people to rapidly learn, act with greater confidence and influence others in entirely new ways. In fact, social is now the #1 use of the internet, with 94% using it to learn, 78% to share knowledge and 49% to engage experts. With 2 billion social connections and more than 3 billion expressions per day, it’s fueling the emergence of a knowledge economy and empowered individuals.
As social and mobile technologies become increasingly pervasive, the opportunity to engage people in new ways is profoundly changing the way we do business. With individuals expecting to engage when and how they want, organizations are tasked with encouraging and supporting collaboration for employees, customers, partners and citizens while keeping an unrelenting focus on user experience. How can they do this, while safeguarding the integrity of both the business and the brand?
In this session, we’ll discuss:
• Building a community across various channels
• How to sustain and grow your audience and advocates
• Case studies of brands doing it right
The Greek philosopher Heraclitus said, “The only thing that is constant is change,” and nowhere does this seem truer than in the world of marketing. Change seems to happen more frequently and with more severe consequences than ever before. Learn about five key factors driving complexity in today's marketplace.
Flightpath hosted a webinar on 2017 Digital trends in January. These slides are taken directly from the presentation, which covers trends in video, marketing automation, data attribution, and ad spend.
The Future of marketing isn't the same for everyone. In this presentation, we'll dig into two different futures. The near term future as demonstrated by what current high performers are doing, and the distant future and what you need to prepare for.
5 Marketing Automation Tips for Small Businesses Mathew Sweezey
Five easy ways to scale marketing automation across sales, lead gen, and demand generation and increase your engagement by 3x, brought to you by the author of marketing automation for dummies.
The Future of Marketing is here once again with new insights into the future of PR, Demand Generation, Growth Hacking, and Media. It's 101 slides designed to jump-start your new year with fresh ideas, and the answers to why marketing must change in 2018.
If you're needing more marketing budget here are the steps to take to get that money! Building on new ideas such as a stretch budget, agile workflows, and new valuation models.
American Banking Association Marketing Conference - Modern ConsumersMathew Sweezey
The new consumer is not like the old. This means your bank has to be more than a bank. They must be contextual to the needs of the consumer, which are far past just financial. Here's what you need to know.
5 Key Traits of High Performing Marketing Organizations Mathew Sweezey
We've researched over 7,000 companies over the past two years, and have found the 5 key traits to high performing marketing organizations. See how you rank, and or what you need to do to become a high performer.
What it takes to be a high performing marketing organization in the banking world. Research from the Salesforce on modern marketing tactics and leading marketing solutions.
Why Your Content Is Failing You, and How to Fix it Mathew Sweezey
Content marketing is more about strategy, than the piece of content itself. In these 5 examples of amazing content marketing, Mathew explains why high performing contnet marketings prevail, and how you can too.
With everyone claiming to be an expert should you listen to? This list of 103 marketing thought leaders is made to help answer that question. It's also incorporated into Twitter lists so you can easily follow everyone with a single click.
The X factor: The Secret to Better Content Marketing Mathew Sweezey
Content Marketing is something we all must do, but we do not all do it well. The X Factor which separates the two is Agile Marketing. In this presentation I'll teach you what Agile Content Marketing is, the data to prove why Agile is better, and how to execute agile content marketing with agile lead nurturing, agile social advertising, and agile content creation.
Change Management for Demand Geneation eBook Mathew Sweezey
Change Management is not an easy road to head down...
However, in this crazy, sophisticated world of B2B marketing, you must address Change Management as a critical component of Demand Generation if you want to drive real success, real revenue.
This eBook shows you how to Stay Relevant, Productive and Sane and manage the Changing Landscape of Demand Generation written by Mathew Sweezey and Carlos Hidalgo.
This eBook will help you identify and implement effective Change Management principals to help effectively drive Demand Generation success for your organization.
Why the status quo no longer works- Change Management is the missing link
How to identify the barriers to Change
Strategic steps to take to implement Change Management
The realities of Change
The most comprehensive marketing report of 2015 is here. Salesforce surveyed over 5,000 marketers globally to understand top priorities for 2015 across all digital channels. Inside this second annual report, you get an unparalleled look at the modern marketer’s mindset, including:
3 most pressing business challenges
Top 5 areas for increased spending
Biggest changes from 2014
Hottest trends in social, mobile, and email marketing
Deriving Intelligence from Customer Actions: Data Marketing 2015 presentation Mathew Sweezey
Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.
2. @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.
3. @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
4. @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.
7. @msweezey
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.
8. @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
13. @msweezey
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
14. @msweezey
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)
15. @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
16. @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.
17. @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.
23. @msweezey
Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined
24. @msweezey
of B2B buyers said they waited longer
to initiate contact with B2B vendors –
DemandGen Report 2014
40%
25. @msweezey
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
30. @msweezey
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
31. @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
32. @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.
+
+
34. @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
35. @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
36. @msweezey
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
38. @msweezey
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.
39. @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.
40. @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.
41. @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
42. @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
43. @msweezey
Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..
44. @msweezey
Mindset is the only way to
manage your brand across
infinite number of media
channels in the future.
BIG IDEA #3
45. @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.
46. @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.
47. @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”
48. @msweezey
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.
49. @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.
50. @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.
51. @msweezey
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
52. @msweezey
“It is not the height of your highs,
but the valley of your lows which
will shape your brand”
-Andrew Davis, Author of Brandscaping
“
“
53. @msweezey
Infinite content is required
to market in the future so
what type of content do we
need to create?
BIG IDEA #4
54. @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.
55. @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?
56. @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%.
57. @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.
58. @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
59. @msweezey
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.
60. @msweezey
Relevance at scale. How do
you scale a small team up to
manage infinite
relationships in the future?
BIG IDEA #5
61. @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
62. @msweezey
“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
“
“
64. @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.
65. @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.
66. @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
67. @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.
68. @msweezey
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%
69. @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
70. @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”