Why Branding is Dead, and Why Mindset Is Your Only Hope In the Future [webinar]
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visit eCornell's blog: http://bit.ly/1wY7iqj There was more content created online in the last two years than was created in all of the prior 2000 years. Every conversation, tweet, and piece of content is a part of your brand image, and impacts a prospect’s experience with your brand. The future success of your brand relies on you being able to provide and manage a positive experience across over 60+ marketing channels, 24 hours a day. Simple branding no longer works; the only sustainable way to consistently provide a positive experience to your prospects is by understanding Mindset. Salesforce.com’s Mathew Sweezey explains why the modern digital landscape has killed the traditional concept of branding, and why Mindset is your only hope for building a consistent brand in the future. Mathew Sweezey is the Head of B2B Marketing Thought Leadership for Salesforce.com. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies. Mathew speaks more than 50 times per year around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com, to name a few.
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Why Branding is Dead, and Why Mindset Is Your Only Hope In the Future [webinar]
- 1. @msweezey! ! ! WHY BRANDING IS DEAD, AND MINDSET IS THE ONLY SUSTAINABLE WAY FORWARD. !
- 2. @msweezey! ! ! Anytime someone claims something is “Dead” you should question their logic……..
- 3. @msweezey! Mathew Sweezey: Author & Evangelist ! Salesforce.com -Marketing Automation for Dummies -Byline for ClickZ.com -B2B marketing Evangelist -Co-Founder Eventide Brewing !
- 4. @msweezey! DIGITAL DISCOVERY! !MORE POWER IN A GOOGLE SEARCH, THAN REQUIRED TO LAND A MAN ON THE MOON!
- 5. @msweezey! MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICTY OR CLEAN DRINKING WATER!
- 6. @msweezey! 12hours!The National Institute of Health (UK) reports the average person is in front of a screen for 12 hours each day. ! !
- 7. @msweezey! 80%!Of the buying cycle is out of your control by 2020. Consumers want to engage with content, rather than your sales people. ! !
- 8. @msweezey! 2017CMO ! Gartner reports by 2017 the CMO will have the largest budget of any department in your business.
- 12. @msweezey! 0control! Consumers interact with each other without the brands involvement on these channels. -the interactions are searchable -they are based off of the experiences they have with your company, not your marketing department. Think post sales demo, product experience, reviews of your service team, etc. -they live for ever
- 13. @msweezey! Branding: ! !How marketing portrays the company. • Not sustainable when content is created by consumers • Not possible by a single department • Does not scale with the amount of interactions in a digital landscape
- 14. @msweezey! Your boss says to help over come volatility, and create a better brand we just need to be more “Creative”
- 15. @msweezey! TIME + TALENT + RESOURCES! EQUATION FOR CREATVITY! Creativity is not scalable because it is looking at marketing as a single department rather than a function of all business interactions. It also is very costly, and takes time.
- 19. @msweezey! VOLATILITY ! +5 -10 +15 -10 +5 -20 Volatility is the cause of both negative and positive experiences. After a negative experience the only way to drive positive experience is to spend more money.
- 20. @msweezey! Brand is now built off of experience which we have no control over
- 21. @msweezey! How do we create positive experiences which are scalable, live 24/7, and come from all departments
- 22. @msweezey! Mindset: ! !Creating a net positive interactions at all times • Part of everyone’s job • 100% scalable • Creates lasting positive digital experiences demonstrating the brand experience • Cost effective
- 23. @msweezey! Examples of how it works:! 1. For National Retailers 2. B2B SaaS software company
- 24. @msweezey! B2C Example: National Retailer A B Received a $50 gift card and a thank you via email. Received a personal phone call and no money. CASE STUDY: What is the power of experience versus a marketing impression
- 25. @msweezey! 2X B2C Example: National Retailer The group who received the personal phone call were 2x more likely to buy again compared to the group who were given an email with $50 in it. CASE STUDY: What is the power of experience versus a marketing impression
- 28. @msweezey! B2B Example: SaaS software A B • 30 sales people • Team of marketers • Name recognition • Venture Backed CASE STUDY: How David slayed the Goliath in the industry with zero dollars, and 1/10 of the sales staff. Both companies start at the same time. • 3 sales people • 1 marketer • No Name recognition • NO VC money
- 29. @msweezey! B2B Example: SaaS software B CASE STUDY: How David slayed the Goliath in the industry with zero dollars, and 1/10 of the sales staff • 70% win rate against “A” • Builds reputation as “best to work with” • Able to leverage bad social media against company “A” to counter “Branding” • Ends up being sold as apart of a $2.5 billion dollar exit within 7 years
- 30. @msweezey!
- 31. @msweezey!
- 32. @msweezey! How to execute Mindset! 1. Alignment 2. Empowerment 3. Execution
- 33. @msweezey! Alignment: ! 1. What do we value in a customer ! 2. What do we value in an employee ! 3. What do we call success! Every person in your organization must be able to answer all three of these questions the same.
- 34. @msweezey! Empower: ! 1. Culture! 2. Top Down ! 3. Hire Slow, Fire Fast ! Mindset must be empowered to the workers of the organization thought managements efforts.
- 35. @msweezey! Tactical: !Here are some ways to see it tactically working Pick up a phone and call prospects to see what they thought of the content they engaged with.
- 36. @msweezey! Tactical: !Be diligent with your hiring Set up a culture team. Use the canoe test. If you can’t see your self going down a river with this person and having a good time. Don’t hire them. Bad hires do things which end up online.
- 37. @msweezey! Tactical: !Protect your people Service, Sales, and Support have lots of interactions with both prospects and customers. Empower them with good culture, and protect them from bad work environments. FIRE BAD CLIENTS. If clients bad mouth your support, fire them.
- 38. @msweezey! 0control! Over the number of interactions in the future, over the channels they happen on, or the resulting experience a prospect will have with your brand online. Mindset is the only sustainable way to protect your image, and create a positive experience in a digital world.
- 39. @msweezey! Thank you! Please share if you enjoyed this. Also follow me on twitter @msweezey to learn More on modern marketing