SlideShare ist ein Scribd-Unternehmen logo
1 von 35
Downloaden Sie, um offline zu lesen
Forget Everything You Know
About Marketing
Presented to the IEI
Bill Nussey, CEO of Silverpop
          y,              p p
October 14, 2010




                                Copyright Bill Nussey
I have made these presentations
    available in the hopes that the ideas will
        il bl i h h         h h id         ill
    be helpful to others.

    I only ask that you respect my work by
    providing attribution as appropriate and
    not re-posting them.

    Thank you and enjoy.
    Bill Nussey




2
Agenda
 g
•   Introduction
•   Four big changes in marketing
•   Thriving in the changes
•   Wrap up and questions
Marketing 20 Years Ago
        g           g
Marketing Today
        g     y
Marketing Today
        g     y
Marketing Today (
        g     y (Reality)…
                       y)
Most marketers still start with a press release…
                                  p
Four Big
Changes in
Marketing
M k ti
Branding is dead, long live Branding
       g        ,    g             g


Your b d has never
Y    brand h
mattered more and it
   tt d           d
has
h never b been more
 out of your control
      f            l
The Evolution of Branding
                        g
      Before: Your Brand
         Is Built Here




                            Now: They
                            Build Y
                            B ild Your
                              Brand
Branding is dead, long live Branding
       g        ,    g             g

• Companies live in a world of total transparency
     p                                    p     y

• It’s never been easier for buyers to talk to each
  It s
  other

• At best, you can start the conversation about your
  brand but buyers will always finish it
                y             y
Branding in the New World
       g
• Participate in the conversation
         p
                  “         ”
            Think DIALOG not PUBLISH“        ”
• Dare to be different

            Communicate with a Personality

            Be Remarkable
IEI - Forget Everything You Know About Marketing 10-2010
Everything is Marketing
          y    g            g


Marketing – mahr-ki-ting – the process or technique
            mahr ki ting
 of promoting, selling, and distributing a product or
 service
Sales i
S l is marketing
            k i        +
Support is marketing +
Billing i
Billi is marketing
             k i       +
Product is marketing +
Service is
S i i marketing +
              k i
Pricing is marketing +
Contracts
C t t are marketing +
                  k ti

Everything is marketing
E     hi i       k i
Everything is Marketing
    y    g            g
• Since your brand is now built by customers…
        y                         y
  and all your customers are talking all the time…
  everything single thing you do drives your brand


                                  Zappos grew from $0 to
                               $1,000,000,000 in less than 10
                              years entirely on the reputation
                               of i customer service…with
                                f its               i     ih
                                   virtually no marketing
Relationship is the new
      Acquisition
      A    i iti

• It costs 5X as much to get a new customer than to
  keep one
      p

• Yet I’ve never seen a single marketing team whose
   et e e e see s g e a et g tea                ose
  budget reflects this
The Noise is Getting Louder…
                   g

• Acquisition = Interruption
    q                  p

• Customers are looking for places to get away from
  the interruptions

• Social networks were supposed to kill email
  because they were less cluttered…
              y
            but have you looked at
            your Twitter or Facebook
                  feed recently?
Customers cannot find any
place that is safe from
interruption so they are
learning to tune
everything out…

… except for their friends

… and the companies that
       y
actually build valuable
relationships with them
The Future of Marketing
      is Engagement
      i E           t

• Buyers will retreat to companies that can
  communicate with them when they want about
                                     y
  what they want

• To get above the noise, marketers must be relevant
  and they must engage with their customers
IEI - Forget Everything You Know About Marketing 10-2010
IEI - Forget Everything You Know About Marketing 10-2010
What is Engagement Marketing?
          g g              g
       List size          Behavior data

    1:1 targeting          1:1 dialogs

Impractical complexity   Easy automation

     Interruption          Permission

         CPA                  LTV

Marketing Department     Entire Company
Engagement War Story
  g g              y

       Who is this guy?




                  1. Everyone needs to realize they are in
    Lessons          marketing
    Learned
    L     d       2.
                  2 This exchange was genuine and said more
                     about our culture than any ad
                  3. This stuff is hard, messy and very imperfect
Tips for Modern
   Marketingg
“How
 “H can my
  small team
possibly get on
top of all these
   things?”
    hi ?”
Go Native
            • Go and live online
               – Post on Facebook, a lot
               – Tweet on Twitter
               – Put videos on YouTube
               – Check-in with Foursquare
               – Post a product review
               – Start a personal blog
               – Post comments on other
                 blogs
               – Move to cloud with DropBox
               – Get an iPad (and expense it)
               – Hang out at LinkedIn
                 Answers
Test, measure, test, measure
    ,        ,     ,
• Bad news: I don’t have a clue how
  to build your marketing mix
• Worse news: whatever mix you  y
  find that works won’t work as well
  in a year
• Good news: you can measure
  everything so you shouldn’t be
  guessing for l
         i f long and you’ll see
                      d     ’ll
  the changes as they’re happening
Join the Automation Revolution
Deputize Your Whole Company
  p                    p y
• Everyone needs to be in marketing
        y                           g
• Send in a “secret shopper” and report back on how
  y
  your company really looks
             p y       y
• Get your colleagues to Go Native
• Survey custo e sat on things like
  Su ey customer         o t gs e
  billing, support, services
Build a Marketing CRM Database
                g
• Whether you have 10 customers or 10,000,000
          y                          ,   ,
   – Know what your customers are doing so that every contact with
     them is relevant and engaging


• Use your SFA, email marketing or even Outlook – it
  doesn t
  doesn’t have to be fancy

• G beyond contact information
  Go b   d    t ti f      ti
   – Purchases, features used, frequency of use,
     calculate life cycle, etc.
Wrap Up
Forget Everything You Know…
   g       y    g
• Marketing has seen an explosion in the number of
          g               p
  channels – customers are everywhere

• Customers are talking about you whether or not
  your listening

• We live in a world of complete transparency –
                            p         p     y
  ignore this at your peril
The New World is Better
Than You Thi k
Th Y Think
• The new marketing is a lot less about $$$ and a lot
                   g
  more about creativity, brand and genuine dialogs

• All this change represents the biggest opportunity in
  decades

• No one is good at it so you might as well be in there
            g             y     g
  early and skin your knees before your competition
  does
So
    ome of my
           m
  fav e boo
    vorite oks

          Purple Cow
                         Thank You!



       By Seth Godi
        y          in




Delivering Happines
         g          ss
        By Tony Hsie
         y         eh




        G
        Groundswe ell
       By Charlene Li
        y




   Behin the Clou
       nd       ud
    By Marc Benio
       M        off

Weitere ähnliche Inhalte

Was ist angesagt?

Crispin Porter Bogusky Employee Handbook
Crispin Porter Bogusky Employee HandbookCrispin Porter Bogusky Employee Handbook
Crispin Porter Bogusky Employee HandbookJESS3
 
Creative Re:Brief. A New Creative Brief For A New World
Creative Re:Brief.  A New Creative Brief For A New WorldCreative Re:Brief.  A New Creative Brief For A New World
Creative Re:Brief. A New Creative Brief For A New WorldRobert Graup
 
27 Learnings From Leading A Marketplace Business - Focus
27 Learnings From Leading A Marketplace Business - Focus27 Learnings From Leading A Marketplace Business - Focus
27 Learnings From Leading A Marketplace Business - FocusDanny Denhard
 
Some tips on selling from Ogilvy
Some tips on selling from OgilvySome tips on selling from Ogilvy
Some tips on selling from OgilvyOgilvyOne Worldwide
 
Get Sales Jazzed about Inbound Marketing
Get Sales Jazzed about Inbound MarketingGet Sales Jazzed about Inbound Marketing
Get Sales Jazzed about Inbound MarketingJenifer Kern
 
Susan McPherson - Advertising & Social Good
Susan McPherson - Advertising & Social GoodSusan McPherson - Advertising & Social Good
Susan McPherson - Advertising & Social GoodINBOUND
 
The SCORE BIG Scoreboard
The SCORE BIG ScoreboardThe SCORE BIG Scoreboard
The SCORE BIG ScoreboardBarry Feldman
 

Was ist angesagt? (9)

Crispin Porter Bogusky Employee Handbook
Crispin Porter Bogusky Employee HandbookCrispin Porter Bogusky Employee Handbook
Crispin Porter Bogusky Employee Handbook
 
Creative Re:Brief. A New Creative Brief For A New World
Creative Re:Brief.  A New Creative Brief For A New WorldCreative Re:Brief.  A New Creative Brief For A New World
Creative Re:Brief. A New Creative Brief For A New World
 
27 Learnings From Leading A Marketplace Business - Focus
27 Learnings From Leading A Marketplace Business - Focus27 Learnings From Leading A Marketplace Business - Focus
27 Learnings From Leading A Marketplace Business - Focus
 
Some tips on selling from Ogilvy
Some tips on selling from OgilvySome tips on selling from Ogilvy
Some tips on selling from Ogilvy
 
Think global
Think globalThink global
Think global
 
Get Sales Jazzed about Inbound Marketing
Get Sales Jazzed about Inbound MarketingGet Sales Jazzed about Inbound Marketing
Get Sales Jazzed about Inbound Marketing
 
Susan McPherson - Advertising & Social Good
Susan McPherson - Advertising & Social GoodSusan McPherson - Advertising & Social Good
Susan McPherson - Advertising & Social Good
 
The SCORE BIG Scoreboard
The SCORE BIG ScoreboardThe SCORE BIG Scoreboard
The SCORE BIG Scoreboard
 
What We've Learned So Far
What We've Learned So FarWhat We've Learned So Far
What We've Learned So Far
 

Andere mochten auch

What the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpotWhat the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpotHubSpot
 
Ssal presentation (1)
Ssal presentation (1)Ssal presentation (1)
Ssal presentation (1)pramodmitra1
 
Knowmads Certificate.PDF
Knowmads Certificate.PDFKnowmads Certificate.PDF
Knowmads Certificate.PDFNgan Do
 
List of mba project topics reports
List of  mba project topics  reportsList of  mba project topics  reports
List of mba project topics reportsBabasab Patil
 

Andere mochten auch (6)

What the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpotWhat the Heck is Inbound Marketing? HubSpot
What the Heck is Inbound Marketing? HubSpot
 
Ssal presentation (1)
Ssal presentation (1)Ssal presentation (1)
Ssal presentation (1)
 
Knowmads Certificate.PDF
Knowmads Certificate.PDFKnowmads Certificate.PDF
Knowmads Certificate.PDF
 
goDigital. Why a Digital Media Agency?
goDigital. Why a Digital Media Agency?goDigital. Why a Digital Media Agency?
goDigital. Why a Digital Media Agency?
 
Research report
Research reportResearch report
Research report
 
List of mba project topics reports
List of  mba project topics  reportsList of  mba project topics  reports
List of mba project topics reports
 

Ähnlich wie IEI - Forget Everything You Know About Marketing 10-2010

Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion RateAlways Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion RateHubSpot
 
Crave for digital success you’re just 5 steps away!
Crave for digital success you’re just 5 steps away!Crave for digital success you’re just 5 steps away!
Crave for digital success you’re just 5 steps away!TataBSS
 
Creating A Marketing Plan
Creating A Marketing PlanCreating A Marketing Plan
Creating A Marketing PlanTrevorLever
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media OverviewAshley Tanner
 
Boost You Brand; ACEE Your Marketing
Boost You Brand; ACEE Your MarketingBoost You Brand; ACEE Your Marketing
Boost You Brand; ACEE Your MarketingGVC Marketing, LLC
 
Branding Guidelines: Top 10 tips for successfully branding your product, serv...
Branding Guidelines: Top 10 tips for successfully branding your product, serv...Branding Guidelines: Top 10 tips for successfully branding your product, serv...
Branding Guidelines: Top 10 tips for successfully branding your product, serv...JJ Lassberg
 
Own your market
Own your marketOwn your market
Own your marketTom Erb
 
Double Your Sales - ITExpo Miami 2014
Double Your Sales - ITExpo Miami 2014Double Your Sales - ITExpo Miami 2014
Double Your Sales - ITExpo Miami 2014Angela Leavitt
 
Why Business-to-Business Marketing is Transforming to People-to-People Marketing
Why Business-to-Business Marketing is Transforming to People-to-People MarketingWhy Business-to-Business Marketing is Transforming to People-to-People Marketing
Why Business-to-Business Marketing is Transforming to People-to-People MarketingBailey Burk
 
How to sell - some tips from Ogilvy
How to sell - some tips from OgilvyHow to sell - some tips from Ogilvy
How to sell - some tips from OgilvySynergia
 
Social Media For Business Intro
Social Media For Business IntroSocial Media For Business Intro
Social Media For Business IntroJon Payne
 
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesBranding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
 
Not so Scary: Things marketers should not be afraid of
Not so Scary: Things marketers should not be afraid ofNot so Scary: Things marketers should not be afraid of
Not so Scary: Things marketers should not be afraid ofFluid
 
Storytelling to Engagement
Storytelling to EngagementStorytelling to Engagement
Storytelling to EngagementAvi Savar
 
From Skeptic To Advocate
From Skeptic To AdvocateFrom Skeptic To Advocate
From Skeptic To AdvocateGreg Verdino
 
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economy
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital EconomyMarketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economy
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economyenzoyu
 

Ähnlich wie IEI - Forget Everything You Know About Marketing 10-2010 (20)

Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion RateAlways Be Testing: 10 Tips for Improving Your Lead Conversion Rate
Always Be Testing: 10 Tips for Improving Your Lead Conversion Rate
 
Crave for digital success you’re just 5 steps away!
Crave for digital success you’re just 5 steps away!Crave for digital success you’re just 5 steps away!
Crave for digital success you’re just 5 steps away!
 
Creating A Marketing Plan
Creating A Marketing PlanCreating A Marketing Plan
Creating A Marketing Plan
 
Social Media Overview
Social Media OverviewSocial Media Overview
Social Media Overview
 
Optimizing the Lead
Optimizing the LeadOptimizing the Lead
Optimizing the Lead
 
How to sell david ogilivy
How to sell david ogilivyHow to sell david ogilivy
How to sell david ogilivy
 
Boost You Brand; ACEE Your Marketing
Boost You Brand; ACEE Your MarketingBoost You Brand; ACEE Your Marketing
Boost You Brand; ACEE Your Marketing
 
Branding Guidelines: Top 10 tips for successfully branding your product, serv...
Branding Guidelines: Top 10 tips for successfully branding your product, serv...Branding Guidelines: Top 10 tips for successfully branding your product, serv...
Branding Guidelines: Top 10 tips for successfully branding your product, serv...
 
Own your market
Own your marketOwn your market
Own your market
 
Double Your Sales - ITExpo Miami 2014
Double Your Sales - ITExpo Miami 2014Double Your Sales - ITExpo Miami 2014
Double Your Sales - ITExpo Miami 2014
 
Why Business-to-Business Marketing is Transforming to People-to-People Marketing
Why Business-to-Business Marketing is Transforming to People-to-People MarketingWhy Business-to-Business Marketing is Transforming to People-to-People Marketing
Why Business-to-Business Marketing is Transforming to People-to-People Marketing
 
How to sell - some tips from Ogilvy
How to sell - some tips from OgilvyHow to sell - some tips from Ogilvy
How to sell - some tips from Ogilvy
 
Super Built-up Area Branding
Super Built-up Area BrandingSuper Built-up Area Branding
Super Built-up Area Branding
 
Social Media For Business Intro
Social Media For Business IntroSocial Media For Business Intro
Social Media For Business Intro
 
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesBranding in the Digital World: Thinking Beyond Logos and Colour Palettes
Branding in the Digital World: Thinking Beyond Logos and Colour Palettes
 
Not so Scary: Things marketers should not be afraid of
Not so Scary: Things marketers should not be afraid ofNot so Scary: Things marketers should not be afraid of
Not so Scary: Things marketers should not be afraid of
 
Personal Branding
Personal BrandingPersonal Branding
Personal Branding
 
Storytelling to Engagement
Storytelling to EngagementStorytelling to Engagement
Storytelling to Engagement
 
From Skeptic To Advocate
From Skeptic To AdvocateFrom Skeptic To Advocate
From Skeptic To Advocate
 
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economy
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital EconomyMarketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economy
Marketing 4.0 - Chapter 4: Marketing 4.0 in the Digital Economy
 

Mehr von Bill Nussey

10 lessons from fast growth businesses for ibm
10 lessons from fast growth businesses for ibm10 lessons from fast growth businesses for ibm
10 lessons from fast growth businesses for ibmBill Nussey
 
TiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger Self
TiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger SelfTiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger Self
TiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger SelfBill Nussey
 
HBS Club Presentation - Bill's Journey
HBS Club Presentation - Bill's JourneyHBS Club Presentation - Bill's Journey
HBS Club Presentation - Bill's JourneyBill Nussey
 
Georgia Southeastern Solar Summit Keynote
Georgia Southeastern Solar Summit KeynoteGeorgia Southeastern Solar Summit Keynote
Georgia Southeastern Solar Summit KeynoteBill Nussey
 
Accelerating the shift to our clean energy future
Accelerating the shift to our clean energy futureAccelerating the shift to our clean energy future
Accelerating the shift to our clean energy futureBill Nussey
 
Solar Lighting is Transforming Lives in Rural East Aftica
Solar Lighting is Transforming Lives in Rural East AfticaSolar Lighting is Transforming Lives in Rural East Aftica
Solar Lighting is Transforming Lives in Rural East AfticaBill Nussey
 
Venture Capital 3.0
Venture Capital 3.0Venture Capital 3.0
Venture Capital 3.0Bill Nussey
 
Four Ways that Start Ups Innovate
Four Ways that Start Ups InnovateFour Ways that Start Ups Innovate
Four Ways that Start Ups InnovateBill Nussey
 
LAUNCH scale - Avoiding a Culture Implosion As You Scale Your Startup
LAUNCH scale - Avoiding a Culture Implosion As You Scale Your StartupLAUNCH scale - Avoiding a Culture Implosion As You Scale Your Startup
LAUNCH scale - Avoiding a Culture Implosion As You Scale Your StartupBill Nussey
 
Building a World Class Team
Building a World Class TeamBuilding a World Class Team
Building a World Class TeamBill Nussey
 
Customer Experience - The New Rules for Accelerating Growth
Customer Experience - The New Rules for Accelerating GrowthCustomer Experience - The New Rules for Accelerating Growth
Customer Experience - The New Rules for Accelerating GrowthBill Nussey
 
Five Big Trends (October 2013)
Five Big Trends (October 2013)Five Big Trends (October 2013)
Five Big Trends (October 2013)Bill Nussey
 
Organizing People to Get Stuff Done
Organizing People to Get Stuff DoneOrganizing People to Get Stuff Done
Organizing People to Get Stuff DoneBill Nussey
 
The Top Ten Execution Missteps
The Top Ten Execution MisstepsThe Top Ten Execution Missteps
The Top Ten Execution MisstepsBill Nussey
 
Growing a Technology Business 5-2005
Growing a Technology Business 5-2005Growing a Technology Business 5-2005
Growing a Technology Business 5-2005Bill Nussey
 
Georgia Tech - the Top Ten Truths About Startups 2-2002
Georgia Tech - the Top Ten Truths About Startups 2-2002Georgia Tech - the Top Ten Truths About Startups 2-2002
Georgia Tech - the Top Ten Truths About Startups 2-2002Bill Nussey
 

Mehr von Bill Nussey (16)

10 lessons from fast growth businesses for ibm
10 lessons from fast growth businesses for ibm10 lessons from fast growth businesses for ibm
10 lessons from fast growth businesses for ibm
 
TiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger Self
TiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger SelfTiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger Self
TiEcon Atlanta Keynote 2018 - Four Things I'd Tell My Younger Self
 
HBS Club Presentation - Bill's Journey
HBS Club Presentation - Bill's JourneyHBS Club Presentation - Bill's Journey
HBS Club Presentation - Bill's Journey
 
Georgia Southeastern Solar Summit Keynote
Georgia Southeastern Solar Summit KeynoteGeorgia Southeastern Solar Summit Keynote
Georgia Southeastern Solar Summit Keynote
 
Accelerating the shift to our clean energy future
Accelerating the shift to our clean energy futureAccelerating the shift to our clean energy future
Accelerating the shift to our clean energy future
 
Solar Lighting is Transforming Lives in Rural East Aftica
Solar Lighting is Transforming Lives in Rural East AfticaSolar Lighting is Transforming Lives in Rural East Aftica
Solar Lighting is Transforming Lives in Rural East Aftica
 
Venture Capital 3.0
Venture Capital 3.0Venture Capital 3.0
Venture Capital 3.0
 
Four Ways that Start Ups Innovate
Four Ways that Start Ups InnovateFour Ways that Start Ups Innovate
Four Ways that Start Ups Innovate
 
LAUNCH scale - Avoiding a Culture Implosion As You Scale Your Startup
LAUNCH scale - Avoiding a Culture Implosion As You Scale Your StartupLAUNCH scale - Avoiding a Culture Implosion As You Scale Your Startup
LAUNCH scale - Avoiding a Culture Implosion As You Scale Your Startup
 
Building a World Class Team
Building a World Class TeamBuilding a World Class Team
Building a World Class Team
 
Customer Experience - The New Rules for Accelerating Growth
Customer Experience - The New Rules for Accelerating GrowthCustomer Experience - The New Rules for Accelerating Growth
Customer Experience - The New Rules for Accelerating Growth
 
Five Big Trends (October 2013)
Five Big Trends (October 2013)Five Big Trends (October 2013)
Five Big Trends (October 2013)
 
Organizing People to Get Stuff Done
Organizing People to Get Stuff DoneOrganizing People to Get Stuff Done
Organizing People to Get Stuff Done
 
The Top Ten Execution Missteps
The Top Ten Execution MisstepsThe Top Ten Execution Missteps
The Top Ten Execution Missteps
 
Growing a Technology Business 5-2005
Growing a Technology Business 5-2005Growing a Technology Business 5-2005
Growing a Technology Business 5-2005
 
Georgia Tech - the Top Ten Truths About Startups 2-2002
Georgia Tech - the Top Ten Truths About Startups 2-2002Georgia Tech - the Top Ten Truths About Startups 2-2002
Georgia Tech - the Top Ten Truths About Startups 2-2002
 

Kürzlich hochgeladen

HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.ukaroemirsr
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 

Kürzlich hochgeladen (20)

HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
7movierulz.uk
7movierulz.uk7movierulz.uk
7movierulz.uk
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 

IEI - Forget Everything You Know About Marketing 10-2010

  • 1. Forget Everything You Know About Marketing Presented to the IEI Bill Nussey, CEO of Silverpop y, p p October 14, 2010 Copyright Bill Nussey
  • 2. I have made these presentations available in the hopes that the ideas will il bl i h h h h id ill be helpful to others. I only ask that you respect my work by providing attribution as appropriate and not re-posting them. Thank you and enjoy. Bill Nussey 2
  • 3. Agenda g • Introduction • Four big changes in marketing • Thriving in the changes • Wrap up and questions
  • 7. Marketing Today ( g y (Reality)… y) Most marketers still start with a press release… p
  • 9. Branding is dead, long live Branding g , g g Your b d has never Y brand h mattered more and it tt d d has h never b been more out of your control f l
  • 10. The Evolution of Branding g Before: Your Brand Is Built Here Now: They Build Y B ild Your Brand
  • 11. Branding is dead, long live Branding g , g g • Companies live in a world of total transparency p p y • It’s never been easier for buyers to talk to each It s other • At best, you can start the conversation about your brand but buyers will always finish it y y
  • 12. Branding in the New World g • Participate in the conversation p “ ” Think DIALOG not PUBLISH“ ” • Dare to be different Communicate with a Personality Be Remarkable
  • 14. Everything is Marketing y g g Marketing – mahr-ki-ting – the process or technique mahr ki ting of promoting, selling, and distributing a product or service
  • 15. Sales i S l is marketing k i + Support is marketing + Billing i Billi is marketing k i + Product is marketing + Service is S i i marketing + k i Pricing is marketing + Contracts C t t are marketing + k ti Everything is marketing E hi i k i
  • 16. Everything is Marketing y g g • Since your brand is now built by customers… y y and all your customers are talking all the time… everything single thing you do drives your brand Zappos grew from $0 to $1,000,000,000 in less than 10 years entirely on the reputation of i customer service…with f its i ih virtually no marketing
  • 17. Relationship is the new Acquisition A i iti • It costs 5X as much to get a new customer than to keep one p • Yet I’ve never seen a single marketing team whose et e e e see s g e a et g tea ose budget reflects this
  • 18. The Noise is Getting Louder… g • Acquisition = Interruption q p • Customers are looking for places to get away from the interruptions • Social networks were supposed to kill email because they were less cluttered… y but have you looked at your Twitter or Facebook feed recently?
  • 19. Customers cannot find any place that is safe from interruption so they are learning to tune everything out… … except for their friends … and the companies that y actually build valuable relationships with them
  • 20. The Future of Marketing is Engagement i E t • Buyers will retreat to companies that can communicate with them when they want about y what they want • To get above the noise, marketers must be relevant and they must engage with their customers
  • 23. What is Engagement Marketing? g g g List size Behavior data 1:1 targeting 1:1 dialogs Impractical complexity Easy automation Interruption Permission CPA LTV Marketing Department Entire Company
  • 24. Engagement War Story g g y Who is this guy? 1. Everyone needs to realize they are in Lessons marketing Learned L d 2. 2 This exchange was genuine and said more about our culture than any ad 3. This stuff is hard, messy and very imperfect
  • 25. Tips for Modern Marketingg
  • 26. “How “H can my small team possibly get on top of all these things?” hi ?”
  • 27. Go Native • Go and live online – Post on Facebook, a lot – Tweet on Twitter – Put videos on YouTube – Check-in with Foursquare – Post a product review – Start a personal blog – Post comments on other blogs – Move to cloud with DropBox – Get an iPad (and expense it) – Hang out at LinkedIn Answers
  • 28. Test, measure, test, measure , , , • Bad news: I don’t have a clue how to build your marketing mix • Worse news: whatever mix you y find that works won’t work as well in a year • Good news: you can measure everything so you shouldn’t be guessing for l i f long and you’ll see d ’ll the changes as they’re happening
  • 29. Join the Automation Revolution
  • 30. Deputize Your Whole Company p p y • Everyone needs to be in marketing y g • Send in a “secret shopper” and report back on how y your company really looks p y y • Get your colleagues to Go Native • Survey custo e sat on things like Su ey customer o t gs e billing, support, services
  • 31. Build a Marketing CRM Database g • Whether you have 10 customers or 10,000,000 y , , – Know what your customers are doing so that every contact with them is relevant and engaging • Use your SFA, email marketing or even Outlook – it doesn t doesn’t have to be fancy • G beyond contact information Go b d t ti f ti – Purchases, features used, frequency of use, calculate life cycle, etc.
  • 33. Forget Everything You Know… g y g • Marketing has seen an explosion in the number of g p channels – customers are everywhere • Customers are talking about you whether or not your listening • We live in a world of complete transparency – p p y ignore this at your peril
  • 34. The New World is Better Than You Thi k Th Y Think • The new marketing is a lot less about $$$ and a lot g more about creativity, brand and genuine dialogs • All this change represents the biggest opportunity in decades • No one is good at it so you might as well be in there g y g early and skin your knees before your competition does
  • 35. So ome of my m fav e boo vorite oks Purple Cow Thank You! By Seth Godi y in Delivering Happines g ss By Tony Hsie y eh G Groundswe ell By Charlene Li y Behin the Clou nd ud By Marc Benio M off