This is the presentation given at the Digital Summit event.

1. Digital Summit 2016

2. Metrics
M A R K E T E R S S H O U L D K N O W
T O S H O W T R U E O B J E C T I V E V A L U E
ROI – Clicks –
Email Open Rates
– Attribution -
Downloads
Social
SalesAlignment
MarketinMathew Sweezey @msweezey
• Author: Marketing Automation for Dummies
• Principal of Marketing Insights Salesforce
• Love marketing, hate stupidity
• Farmer and Brewer
• Generally a fun guy

3. New Media
Environment

4. Media
Environment
Businesses
Consumers
@msweezey

5. MediaMedia is the embryotic fluid
supporting the connections between
businesses and consumers. It dictates
what type of connections can exist,
and what is possible. When the media
environment shifts if has massive
effects to the relationship between
buyers and sellers.
@msweezey

6. 5 Media
Channels
In 1960 there were only 5 marketing channels we must
master. They are all analog, and mass. All of our marketing
foundations are created during this time.
@msweezey

7. Over 200
Channels now
Increasing the number of channels into
infinity because it will be the biggest
budget, so it will get the most tools.
@msweezey

8. Limitless
Media
On average there are 1,500 posts waiting for you on
Facebook, and on average you check Facebook 17 times per
day (Ages 35-49).
@msweezey

9. Limitless
Distribution
More people in the world have access to a mobile
phone than have access to clean drinking water or
electricity.
@msweezey

10. Limitless
Consumption
This is over 12 hours per day, across multiple
screens. Tangling up work life, personal life,
and everything else together.
@msweezey

11. By 2020 there will be:
7 times as many connected devices
as there are people on the planet.
Each devices must be connected to
deliver the experience the
consumers want.
-CNN Report 2014
@msweezey

12. We entered a new
era of media in
2007. Consumers
over took
businesses as the
largest creators of
Media..
@msweezey

13. New Buyer
Behaviors
heu· ris· tic: Enabling a
person to discover or learn
something for themselves.
Digital experiences are
heuristic.
A consumer can determine if
there is value in a web
experience with in 1/20 of a
second. If it is not valuable then
they leave. On average a person
only stays on 1.7 pages of a
website Nobody taught
consumers how to search, how to
use email, or use Facebook. They
learned on their own.
- Cliff Seal 2015

14. Let’s Test YouLets see just how much you have changed based on the
environment around you to make this point even clearer.

15. “A” or “B”How do you manage your email
in box?
@msweezey

16. We Disqualify
before we
Qualify
The massive amount of data coming to us via email has trained
us to first delete what is not relevant so we can have an easier
time managing what we really need to be working on. This is a
Heuristic behavior, because nobody taught you how to do this.
You just learned on your own.
@msweezey

17. “A” or “B”How do you download content?
@msweezey

18. We batch
research
Based on how easy it is to find and consume content we now
naturally do it in large batches. Once again this is a learned
behavior and something which is a new buyer behavior. If we
can understand this we can now start to optimize for greater
content conversions when someone is on our site.
@msweezey

19. Daily content consumption. Usually is Learn, and
Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined
@msweezey

20. Branding?

21. 1960:
There were only 5
forms of media in
our “Golden Age” @msweezey

22. BRANDING
Display the values of the brand through
the interactions we controlled. This
created the “Golden Era” of marketing
from 1959-1972.
@msweezey

23. 18% of US consumers
use ad blocking
software. It is also
estimated this number
will double in 2016.
There are 185 million
global users of ad
blocking technology.
Ad
Blocking
- Pagefair and Adobe, 2015

24. 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”
@msweezey

25. 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.
@msweezey

26. 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. @msweezey

27. Forrester Research estimates for
every 100 leads a B2B company
generates, best in class only
convert 1.5 into revenue. Average
companies only convert .7 into
revenue.
@msweezey

28. Corporate
Mindset
We must be able to build bridges between all
departments to ensure a holist corporate
mindset. Mindset is the only proactive way to
protect your brand, and provide customers
with the best experience.In companies like
AT&T this role also is
being given a new
name: Customer
Experience Executive.
@msweezey

29. @msweezey

30. Relationships are hard to substitute! Having everyone in
your company 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.
A new Position: Experience Executive

31. Leaders
Vs
Laggards
Companies who excel at
customer experience out
performance the S&P
index by 30%, and
customer experience
laggards by 65%. It must
be looked at as a
product you produce.
-Watermark Consulting @msweezey

32. Contextual
Content

33. Founda(on #2
Social Literacy

34. Nobody says
“I want content”They decide engage with content to solve
goals, they engage with it because it aligns
with their purpose
@msweezey

35. 71%
Have been
Disappointed by
content
25%Will never re-
engage
If disappointed
once
The
content
we create
sucks
@msweezey

36. Path
To
Purpose
There is no longer a path to
purchase, but a Path to Purpose.
Buyers paths are constant strings
of moments intertwined together
equaling an experience, fulfilling a
buyers purpose. What are your
buyers purpose for engaging with
you?
- Google Think, Path to Purpose
@msweezey

37. Purpose is Contextual
The role of the new middle is to have contextual engagements
with people. These engagements are a combination of human
and automated interactions designed to build rapport,
overcome simple objections, and create a strong and lasting
relationship with the brand.
@msweezey

38. PEW research found:
CEO’s pick up their mobile device
51% of the time because they are
BORED
@msweezey @msweezey

39. EscapePeople 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. However the
escape must be an honest, escape. It can not be contrived by a
business, but must be found by the person.
@msweezey

41. Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.

42. DiscoverDiscovery 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
@msweezey

43. Active
Discovery
Discovery is extremely powerful
for marketers to understand
because it allows us to fulfill a
desired purpose of the consumer.
Consider how much we like to
discover. The top 7 websites in
the world are all places for
consumers to actively discovery
things.
-Alexa research 2015
Top 7 Site are:
1. Google
2. Facebook
3. Youtube
4. Baidu
5. Yahoo
6. Amazon
7. Wikipedia
@msweezey

44. Active
Discovery
Anytime you do a search you are engaging in “Active
Discovery” This is when you are looking, seeking, or
wanting to find a specific item. “Amazon.com strives to be the e-
commerce destination where consumers can find and discover anything they
want to buy online.” – Jeff Bezos

45. Passive
Discovery
Passive discovery is the secondary
action of search. It is the reason we
“Surf” in the first place. We are
passively seeking an experience,
and trust the things we find on our
own. Discovering something new is
our purpose.
@msweezey

46. Passive
Discovery
There is value in helping people discover things.
Amazon hires 473 “Data Scientists” to study their
conversions, and it’s effect on the customer
relationship. If they do something look at why.

47. Self Discovery = Trusted Content
The modern consumers
build trust in a new way.
They have found the value
of the instant access of the
internet and placed a high
value on self discovery. They
even block your ads! Learn
how to help aid in their
discovery and you will gain
their trust.
@msweezey

48. PresenceIs 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.
@msweezey

49. Mediated
Persons
On average a person has 7.4 social
channels, and will be very hard to
reach on those channels due to
increased competition from their
friends, digital ad budgets, and ad
blocking software. Mediated
relationships require “Frequent
and phatic gestures” to build and
maintain mediated relationships
and so our marketing must evolve
as well. Larry D. Rosen (editor), The Wiley Handbook of
Psychology, Technology and Society

50. Values of Presence
1) Self Validation (posting)
2) Societal Validation (being liked)
3) Belonging (groups)
4) Reciprocity (the golden rule)
Social Capital is the key to understanding the “Micro Action”. With out it
you will not be able to fulfill the persons purpose. By understanding these 4
simple rules you will easily understand what someone purpose is, and how to
build stronger relationships.
@msweezey

51. “When you see people voting up your answer
or adding their own replies in real time it
makes you realize there’s a good group of
people reading your stuff. I don’t get that
immediate rush on my blog”
-Robert Scoble,
Futurist and Social Media icon
“
“

52. Agile
Efforts

53. 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 h6p://www.techvalidate.com/blog/2013-content-marke(ng-
research-(me-spent-crea(ng-content-2892
@msweezey

54. @msweezey

55. Creativity is no longer a
singular genius, but an
iterative process““
- David Weinberger, Author and Fellow at Harvard University
@msweezey

56. The Agile Proof
@msweezey

57. Step 1: 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.@msweezey

58. Your line probably looks like this.
@msweezey

59. Step 2: 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.@msweezey

60. Your second line probably looks like this. You reached your goal,
faster, and with less effort. You can stair at the red dot all you
want, but agile is the only consistently way to get there.
@msweezey

61. Capital One Goes Agile
The 9th largest bank in the US has shifted their entire marketing department from the
top down into an agile frame work. Why? Because they have seen the power of it in
their adoption of technology. They have “Burned the boats. There is no going back”

62. The 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.
@msweezey

63. User Stories
MVPReview
Execute
User
Stories
What responsibilities do they have?
What issues do they face?
What do they want to learn?
Have they found things before they liked?
@msweezey

64. User Stories
MVPReview
Execute
M.V.P. Minimum Viable Product: What is smallest way you can
provide value to your core consumer. This is your
minimum viable product. Create this, then learn how to
improve it.
@msweezey

65. User Stories
MVPReview
Execute
Review
It is good to have comparable metrics, but asking
consumers directly is the best feedback you can have on
how to improve your experiences.
• Was the content you engaged with helpful?
• How can it be better?
• What was the best thing you’ve found?ASK @msweezey

66. Agile Math
What the math represents:
FV = Future Value. This score you wish your content will reach in the future.
On a scale from 1-10 if you want your score to be perfect this number would be 10, assuming 10 is the
highest value.
CV = The current score your content is rated.
X = Your x factor, or your ability to iterate on your previous version.
i = The number of iterations it will take you to reach the goal
(FV-CV) - ((FV-CV)*X) = i
@msweezey

67. Iteration TableI’ve done the math for you!
Your “X” factor
ThePVofthecontent
10% 20% 30% 40% 50% 60% 70% 80% 90%
1 8 7 6 5 5 4 3 2 1
2 7 6 6 5 4 3 2 2 1
3 6 6 5 4 4 3 2 1 1
4 5 5 4 4 3 2 2 1 1
5 5 4 4 3 3 2 2 1 1
6 4 3 3 2 2 2 1 1 0
7 3 2 2 2 2 1 1 1 0
8 2 2 1 1 1 1 1 0 0
9 1 1 1 1 1 0 0 0 0
10 0 0 0 0 0 0 0 0 0
@msweezey

68. 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..
Put it all togetherIt doesn’t take 10 minutes to create this nurturing string. Test then make 3 more

69. A Telephone does it best
DO NOT use forms, Surveys, or questionnaires to understand the impact of the content
on the consumer experience. They make the customer experience worse, and you will
lose out on your ability to really dig into conversation. Be human, if not there is no way
your content or experiences can be.

70. Thank You
Mathew Sweezey
Principal of Marke(ng Insights, Salesforce
msweezey@salesforce.com
@msweezey