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.

1. The data from looking at over 7,000 businesses
Makings of a
HIGH PERFORMER

2. @msweezey
Get the slides
GOOGLE

3. “
“
51% of Millenials said their
bank had nothing to offer them
over a competing bank.
Viacom Media Networks http://www.millennialdisruptionindex.com/
@msweezey

4. “
“71% of Millenials would
rather visit the Dentist than
listen to what a bank had to
say.
Viacom Media Networks http://www.millennialdisruptionindex.com/
@msweezey

5. “
“
73% of Millenials would
rather hand their financial
services needs with Google,
Apple, Amazon, PayPal, or
Square than with their own
nationwide bank.
Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey

6. CHANGE OR DIE

7. WHAT TO CHANGE INTO?

8. “
“
High performers
outperformer their
direct competition
by a factor of 96x
Salesforce Sate of Marketing 2016
@msweezey

9. Executive Buy InThe number one key to being a high performer

10. 82%OFHIGH
PERFORMERSHAVE
FULLEXECUTIVEBUYIN
@msweezey

11. They must buy into a new idea of
marketing. Not just that they need
more marketing.“ @msweezey

12. Theproblem:
More media than ever is
available & It is not from
businesses
@msweezey

13. FORCONSUMERS
Filters/Algorithms/
Newsfeeds/Search
Results/AutoTAGGING

14. It’salldesignedtoweedout
bull sh!t.
@msweezey

15. 25,000 followers
2 organic facebook posts
Total reach = 84 people
#truth
@msweezey

16. Purposeful Action
Vs Branding
The idea most business leaders
have of marketing was created for a
different time and place. This is
how modern brands succeed.

17. Action
Branding
Shared Action + Shared Values = Shared Profit
First proposed by Cindy Gallop
and put into action by Levi,
Action Branding proposes a new
idea of how brands build
connections with consumers.
-Cindy Gallop in her NYC apartment

19. Shared
Value
Get back to work.
Both Levi and
Braddock had the
same goal.
Shared
Action
Levi hired the towns
people to be in their ads,
and gave $1 million to
rebuild the city, and
created an ad campaign for
the city.
Shared
Profit
They both shared in
the profit. Braddock
got back to work, and
Levi showed their
honest brand.
+ =

20. 51% of the time a CEO’s picks up their
mobile device because they are
bored. - Pew Research
“

21. Social media is the modern
day smoke break
ESCAPE CONTENT
“
Give people something to
enjoy, and help them escape
from their day. This is
authentic to social
channels.
@msweezey

22. Kronos uses these
comics to share on
social media. They see
10x more engagement on
these comics than their
corporate blog.
“
@msweezey

23. FOR MORE
READ:
Humanizing Your Brand
@msweezey
h#ps://moz.com/blog/4-ways-to-build-trust-
and-humanize-your-brand

24. Correct budgetThe number Two key to being a high performer

25. Maintain
branding
15% headcount
80% programs
5 % tech + other
2-6% GR
Average
budget
Fast
growth
25% Headcount
65% programs
10% tech + other
7-12% GR
30% headcount
55% programs
15% tech + other
13-30% PR*Gross revenue *Gross revenue *Projected revenue

26. Where are high performing budgets going
@msweezey
With out executive buy in
there is no way you will
have a best in class
budget.
70%
39%
59%
39%
39%
Digital Marketing Spend
Traditional Marketing
Spend
Marketing tools and
technology
Marketing consulting
Marketing headcount
Increase in Spending

27. Correct TOOLSThe number Three key to being a high performer

28. High
performers
use12
Toolson
average
@msweezey

29. @msweezey
56%
57%
61%
48%
49%
51%
28%
21%
18%
18%
21%
17%
12%
5%
4%
5%
11%
4%
MarkeKng analyKcs
Web personalizaKon
Emerging technology (e.g.,
wearables, IoT)
Social listening tools
MarkeKng automaKon
Guided selling
Break Down of Tools / Performance Level
High Performers
Moderate Performers
Underperformers

30. High performers are 19x more likely
to be able to create a single
customer view.
“ @msweezey

31. Journey must be personalized across all
channels, and contextual to the moment.
This means a minimum of the following
connected systems:
• CRM (system of record)
• Marketing Automation (system of engagement)
• Website (owned engagements)
• Product (increased value)
Connected
Journeys

32. Marketing Sales
Service
Single Customer
View allows for
contextual
experiences to be
automated on any
connected channel.
Automation Platform (s) CRM
System of relevance
Allows for plug and
play integrations
with other apps who
use data, and add to
data.
Website
Product API
Supports direct integration
into your products and
website for dynamic in
product experiences, and bi
directional data flow.

33. Correct TacticsThe number Four key to being a high performer

34. High performers see 2x-3x
the value from the same
tactics
“ @msweezey

35. Of marketers say
it takes 2-5 weeks
to create a piece
of content.
42%
Of marketers say it
takes more than 7
weeks to create a
piece of content.
1/3
1 h#p://www.techvalidate.com/blog/2013-content-markeKng-
research-Kme-spent-creaKng-content-2892 @msweezey

36. 52%OFHIGH
PERFORMERSuseagile
methods.
@msweezey

37. Agile is the modern
production method.“ @msweezey
(speaking note: drop the mic here)

38. Agilestructure
&Agileprocess*These can operate independent of each other

39. Agile PROCESS
There are an infinitely growing number of marketing
channels which require content. This brings about a new level
of content we must produce. The only way to create enough
content with a high enough success demands a new
foundation on how we execute marketing campaigns. We
must learn from other business departments who have faced
similar issues.

40. Place your pin on the blue dot. Your goal will be to close your eyes
and then draw a straight line to the red dot. Stop when you get
there.

41. Your line probably looks like this.

42. Now try again, but feel free to stop when ever you want. Leave
your pen on the paper, and open your eyes. Recalibrate, close your
eyes then continue to draw your line. Take as many stops as you
want.

43. Your second line probably looks like this.

44. User Stories
MVPReview
Execute
Iterate
This is the best way to create any future
marketing asset, campaign, or program.

45. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
AGILE EXAMPLE
It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more

46. IT FUNDAMENTALY CHANGED THE
WAY WE GO TO MARKET.“ @msweezey
HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES

47. FOR MORE on AGILE
VIEW:
@msweezey
h#ps://www.slideshare.net/
MathewSweezey/the-x-factor-the-secret-to-
be#er-content-markeKng

48. More TACTICS

49. High and low performers use the
same tactics, but high performers
see 2x-3x the value.
“ @msweezey

50. Organic reach on social
media is 2-4%. This is
because they are now a
pay to play model. $$
@msweezey

51. Volvo Construction
dealers sell $100
million dollars
worth of new and
used equipment each
yearwith Facebook.

52. @msweezey
PaidSOCIAL+email
YOUR EMAIL
DATABASE
UPLOAD TO
FACEBOOK/
TWITTER
DISPLAY ADS
TO THOSE
EMAILS +
LOOK-A-LIKES

53. WHEN A SOCIAL AD AND EMAIL ARE
BOTH SENT TO A PERSON THE TOTAL
NET EFFECT IS A 22% INCREASE IN
ENGAGEMENT OVER EITHER BY
THEMSELVES
22
@msweezey
P E R C E N T

54. Traditional
Marketing
Digital Rapport building,
lead generation
Sales
Acquisition
20% 20%
The New Middle
60%
Creating, building, and managing relationships across social media will require
frequent small and phatic gestures. These actions can not be created by
advertisements, or automations. They must be managed and executed by
humans creating a new role for marketers, “The New Middle”.
a new marketing role

55. Micro Actions
Small phatic gestures called “Micro
Actions” will be used by the new
middle. These are likes, comments,
shares, re-shares, etc. They also
have the ability to create instant
notifications on mobile devices by
passing news feeds altogether.
Provide a use to “Like”
They are able to reliably break
through the infinite noise because
they are warranted, wanted, and
valued by consumers and can not
be blocked by ad-blockers. They
also fulfill consumers purpose for
being social in the first place.

57. Engage
Look to doing
simple social
enabled actions.
These actions go
deeper into their
purpose.
• Like
• Comment
• Mention
• Share
@msweezey

58. Notifications
Let the new middle know who to engage with and when. This is
how the new middle improves the velocity of leads in the new
selling market place.

59. People + Brand
Look at both of these
social profiles. Both
engagements build the
brand of Annuitas One is
more human.
@cahildago = Carlos
Hildago, CEO Annuitas
Group
Followers = 11,401
@_annuitas = Annuitas
Group, his company
Followers = 1,999

60. “ By asking specific questions related to the content and
mentioning the customers and people of interest from Twitter. I
received engagement from the customers, who began to ask
questions or agree or challenge points we made in the blogs…..
They told us our approach was “refreshing” because we were
building relationships without bombarding them with phone
calls, emails and meetings (like the competition).“
@msweezey

61. They were successful at landing a total of
$47 million in new businesses from the
RFP’s and new businesses directly from
these efforts.
@msweezey

62. Conclusions

63. Thank You
Mathew Sweezey
Principal of MarkeKng Insights, Salesforce
@msweezey