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© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
THE ‘C’ IN CMO STANDS FOR
COJONES
JohnEllett(@jellett), CEO@nFusion
#CojonesSXSW
OVERWHELMING
COMPLEXITY?
— OR —
UNPRECEDENTED
OPPORTUNITY?
CUSTOMERS ARE
DIGITALLY
ENABLED AND
SOCIALLY
CONNECTED.
THEIR DECISION
JOURNEYS
HAVE SHIFTED.
OneCommonAttribute
COURAGE
OraswesayinTexas
COJONES
(WHETHER YOU WERE BORN WITH THEM
OR ACQUIRED THEM)
Today’smarketingleaders
musthavethecourage
todo5things
Buildauthenticbrandswithasenseofpurpose
1. INSPIRE
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
10
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
11
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
12
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
13
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
14
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
15
Engagecustomerswithmeaningfulexperiencesateach touch
point
2. CONNECT
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
16
TRADITIONAL CAMPAIGNS VS. CONVERGED CAMPAIGNS
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
17
PAID
BRAND IDEA
OWNED EARNED
BRAND
EXPERIENCES
PAID
OWNEDEARNED
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
18
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
19
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
20
Breakoutofsafeandsameness
3. BE BOLD
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
21
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
22
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
23
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
24
Usebothdataandcreativitytotestandlearn
4. EXPERIMENT
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
25
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
26
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
27
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
28
Buildorganizationalcapacityformarketinginthedigitalage
5. EMPOWER
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
29
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
30
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
31
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
32
HAVE THE COJONES TO…
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
33
1.  Inspire
2.  Connect
3.  BeBold
4.  Experiment
5.  Empower
@jellett
#CojonesSXSW
JOHN ELLETT
© NFUSION GROUP, LLC. PROPRIETARY AND CONFIDENTIAL.
34
Here’sawebinarreplayofthissession.Signuptoday!
http://info.nfusion.com/webinar-cojones

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SXSW14: The C in CMO Stands for Cojones