This presentation was given at the Content Marketing Conference in 2016. The new era of marketing is vastly different based on a new marketing environment. The new era of marketing has a new view on branding, value, content, how we create the contnet, and how we present it to the consumer. Join Mathew as he takes you along a journey to explain how to succeed in the new era.

1. Relevance, Value, Trust, Agile, Mindset
New Era
Marketing
of

2. This presentation was created to help see the required changes to
your marketing foundations to be able to break though the infinite
noise and create a scalable, sustainable, and valuable marketing
program.. Feel free to reach out to me on Twitter @msweezey to
continue the conversation.
Mathew Sweezey,
Principal of Marketing Insights Salesforce
This presentation is compliments of.
@msweezey

3. Marketing has entered
Into a new eraWelcome to the infinite!

4. Media
Environment
Businesses
Consumers
99% of all things to ever
exist on earth are now
extinct due to changes
in their environment.
This is our
environment-
@msweezey

5. 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

6. 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

7. 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

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

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

10. 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

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

12. 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
@msweezey

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

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

15. 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

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

17. 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

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

19. Relevance, Value, Trust, Agile, Mindset
New Era
Branding
of

20. Holistic Mindset
You must understand how modern buyers build and maintain
trust via their infinite channels. With out this understanding
you will be forced to use marketing campaigns as band aid's
for major underlying issues. Marketing’s role becomes a much
larger role and one which reaches across all departments to
ensure a cohesive customer experience.

21. Without
Mindset
We create amazing commercials,
and beautiful brand imaging,
however these are only a single
touch among an limitless journey.
Mindset holistic, branding is
departmental.

22. “SHIP MY PANTS”
Consumer
Reviews
Upon seeing the “Ship my pants”
commercial I did a Google search
to find the local store. What I
found was an average review of
2.9 out of 5. This created a
negative impression directly
following the commercial.

23. Net
Positive
Experience
I then decided to go to the brand
website, and it was broken. This
created a “NET NEGATIVE” effect
and the only way to win me back is
to spend more money on another
fancy advertising campaign.

24. -Andrew Davis, Author of Brandscaping
“
““It is not the height of your
highs, but the valley of your
lows which will shape your
brand”

25. Leaders
Vs
Laggards
Companies who excel at
customer experience out
preform 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

26. @msweezey

27. Building
Mindset
Building and maintaining
mindset must be very easy
to implement and follow. If
not it will be to complicated
for people to put into
practice, and your results
will vary. Keep it simple by
making sure everyone can
answer these three
questions:
Can everyone answer these questions the same?
1) What do we value in an employee
2) What do we value in a customer
3) What do we call success
@msweezey

28. Relevance, Value, Trust, Agile, Mindset
New Era
Technology
of

29. System of Relevance
There are an infinitely growing number of marketing
channels and the only way to execute contextual experiences
is via a centralized system of relevance. It is the technological
foundation of all future marketing efforts.

30. “
“-Gartner Research 2014
The CMO will have the largest IT
budget in organizations by 2017.
@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
@msweezey

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. @msweezey

33. You must have full behavioral data on each
interaction across your owned channels. This
data will tell you which content to show, and
which moment the person is looking for.
Behavioral Data
Psychographic data must be leveraged when
placing advertising across any media channel.
This is the new way of targeting your
advertisements, and it is possible to target in
real time.
Psychographic Data
Your internal CRM data will need to be
combined with your Behavioral data for
content suggestions, and your
psychographic data for better
segmentation and content targeting.
Internal CRM Data Data must be able to be
bi-directional if it is to
achieve it’s full value.
More is not better, unless
you know what to do with
it.
@msweezey

34. Systems
Architect
Due to the increase in technology
marketing will be responsible for
connecting the systems to create
seamless experiences. This will
create the need for a new in
marketing departments.
Systems architect’s will be
familiar with all systems, and
know how to connect, and
collect data to execute
contextual cross channel
experiences.
Becomes a marketing role
@msweezey

35. Relevance, Value, Trust, Agile, Mindset
New Era
Content
of

36. Founda(on #2
Social Literacy

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

38. 70% Of the content we
create never gets
utilized
-SiriusDecisions Report 2013
@msweezey

39. 71% Of B2B Buyers Have
been disappointed with
content
-Pardot Research Report 2013
@msweezey

40. 25% Of them will never
engage with your
content again
-Pardot Research Report 2013
@msweezey

41. The worlds best media
brands are failing. BBC
laid of 500 reporters
last year. Gigaom the
$22 million dollar
backed media brand,
who pioneered blogging
closed it’s doors after 8
years in 2015. Mass
publishing doesn't’
work anymore ever for
publishers.
Being a Mass
Media Brand
Doesn’t work
Newspapers revenue is ½
of what it was in 2004.
Digital revenues are only
15% of total revenue for
the newspaper industry in
2014.
- Pew Research Center @msweezey

42. 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
Human nature is to seek purpose
Purpose is
Contextual&
@msweezey

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

44. 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

46. 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.

47. 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

48. 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
Discovery I the highest form of value
@msweezey

49. 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 @msweezey

50. 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.
Finding unexpected things
@msweezey

51. 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.
@msweezey

52. Self Discovery = Trust
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.
We must enable self discovery
@msweezey

53. 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

54. 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 @msweezey

55. 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.
Values of Social Capital
@msweezey

56. “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
“
“

57. Relevance, Value, Trust, Agile, Mindset
New Era
Reporting
of

58. Weighted pipeline allows you to show a metric which is
valued by the business, because it is in dollars expected
to come in. It can predict future outcomes, is
comparable, and highly accurate. It is a metric which
shows objective value!
Models vs Metrics
Weighted Pipeline = Volume x Efficiency x Velocity
@msweezey

59. Weighted pipeline allows you to show a metric which
is valued by the business, because it is in dollars
expected to come in. It can predict future outcomes,
is comparable, and highly accurate. It is a metric which
shows objective value!
Weighted
Pipeline
Weighted Pipeline = Volume x Efficiency x Velocity
@msweezey

60. Velocity allows you to track the speed of a
prospect/buyer thought the stages of the
buyers journey. This allows for a holistic
measure of the impact on a buyer of all
marketing activities, and is a metric which is
valued by businesses executives because it
helps predict the future outcomes of
revenue.
Weighted
Pipeline
(velocity)
@msweezey

61. Efficiency is the measure of how many prospects/
buyers make it from one stage to the next. This
allows you to measure and optimize the holistic
experience of a buyer in their journey. It is valued
by business leads because when combined with
velocity it accurately predicts future revenues from
marketing activities.
Weighted
Pipeline
(efficiency)
@msweezey

62. Now take your average size deal
and do the math:
(lets assume your average deal is 10k)
Stage Volume Velocity Efficiency Weighted Value
1 100 5 days 70% (100x.7)x10,000
2 90 9 days 77% (90x.77)x10,000
3 80 10 days 88% (80x.88)x10,000
Sales 70 Total $2,097,000
@msweezey

63. Weighted Pipeline shows:
Predictability: Every 24 Days you produce: 70 leads
Holistic View: All marketing activities even those of Good Will are account
for in the measurement. Now if our marketing can increase each stage by 1% we have a
28% lift on the total value of the pipeline.
Objective Value: It puts our marketing in terms of revenue dollars which
our business finds on objective value. The increase in any aspect of the pipeline is now
translated into revenue.
Business Metrics: These are numbers your board can understand and
valuations which help them make better decisions about how to run their business.
@msweezey

64. Relevance, Value, Trust, Agile, Mindset
New Era
Creation
of

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

66. @msweezey

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

68. Agile Execution
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

69. 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.

70. Your line probably looks like this.

71. 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.

72. Your second line probably looks like this.

73. Increased Accuracy
High
N1 N2 N3 N4 N5 N6
Low
Translation:
Each agile iteration
will have a higher
degree of accuracy than
the previous iteration,
yet you are likely to
still have some failure
in your next attempt.
However the degree of
failure will also
decrease with each
attempt.
@msweezey

74. Lower Risk Exposure
High
N1 N2 N3 N4 N5 N6
Low
Translation:
Each agile iteration of
the content has a
dramatically less
likeliness for failure.
Which means you are
less likely to see
consumers having bad
experiences with your
content.
@msweezey

75. 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”

76. Agile
Theory
Small and frequent iteration is the key to success when you
operate in dynamic environments. Our marketing enjoinment
is dynamic since our consumer, and channels are constantly
changing. Technology also has now caught up to a place
where instant iteration is possible.
User Stories
MVPReview
Execute
@msweezey

77. User Stories
MVPReview
Execute
User
Stories
What is their role with the customer?
What responsibilities do they have?
What issues do they face?
What do they want to learn?
@msweezey

78. 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

79. 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

80. 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

81. 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

82. 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 together
It doesn’t take 10 minutes to create this nurturing string. Test then make 3 more
@msweezey

83. 1. What were you looking for?
2. Did you find it?
3. How can we make this better?
What to ask during a review.
@msweezey

84. Conclusion(& prediction)
The future of marketing is vastly different because buyers are different,
and the ways we reach them are different. We must make strides to create
scalable, sustainable, and valuable marketing systems. The future belongs
to those who understand what is possible, why, and use modern media to
build trusted relationships and valued experiences. Advertising alone will
not get us there!

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