Systematically Rising Above the Noise

@msweezey
Mathew Sweezey
Principal of Marketing Insights
Salesforce.com
@msweezey
THREE WAYS TO SYSTEMATICALLY RISE
ABOVE THE NOISE
INTRODUCE TO THE INFINTIE FUTURE

@msweezey
@msweezey

This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to slideshare.
Find my slides on Twitter @msweezey and there is the
URL to the slideshare presentation.

@msweezey
We are
here
You must understand we are in a time of radical
change, and only changing radically can we
succeed, and become extinct.
In assessing the blame for the failure of good companies, the distinction is
sometimes made between innovations requiring very different technological
capabilities, that is, so called radical change, and those that build upon
well-practiced technological capabilities, often called incremental
innovations. The notion is the magnitude of the technological change
relative to the companies’ capabilities will determine which firms triumph
after a technology invade an industry.

-Clayton M. Christensen, The Innovators Dilemma

@msweezey
Old Foundations
Don’t work in the
Limitless World
The marketing foundations we use were built during
the world of limited access to information. We no
longer live in this world yet continue to use those
foundations to guide our efforts. This is a failure.

@msweezey
We need New
Systems
We need a new coherent body of ideas or
principles which take into account the
changed environment. Not just iterations of
the old ones.

@msweezey
These are
Not New
Systems
You’ll likely say, “But I’ve got social media, marketing
automation, and do content marketing. I’ve got new
systems”. You are wrong. You have new tools, and channels.
We still use your same old systems, just on new channels.

@msweezey
Forrester
Estimates
For every 100 leads a best in class B2B company
generates they close 1.54 of them into actual business.
It’s half of that for every one else.
1.5

@msweezey
Infinite noise is the largest marketing
problem we face in the future. Our current
models and foundations are not adapted to
infinite environments so we must change.
Problem’s we face

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

@msweezey
Over 200
Channels now
Gartner also predicts the CMO will have the
largest IT budget by 2017. Increasing the number
of channels into infinity because it will be the
biggest budget, so it will get the most tools.

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

@msweezey
Media
Ubiquity
More people in the world have access to a mobile
phone than have access to clean drinking water or
electricity. The effects of this are only now beginning
to be fully understood.

@msweezey
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). You also have 7.4 social
channels on average.

@msweezey
Media  
Changes  
Everything
Marshall McLuhan denotes how media has changed
every society in his foundation text “Gutenberg
Galaxy”. Campaigns have not caught up to the
modern human, or how we use media.
“For Richard Nixon to win the
presidency he must lose 10
pounds.”
-Marshall McLuhan

@msweezey
Attention
Spans
The average human based on a Microsoft study in
2013 has an average attention span of 8 seconds.
NINE SECONDS
Goldfish have an attention span of

@msweezey
Buyers harness more power when they do a single Google
search than all of NASA had in 1969 to land a man on the
moon. Anything can be found in an instant, and if it’s not
they they leave.
1.70
Page views
Per visit to your site
80%
Bounce Rate
From Google AdWords
Instant
demands
are a
heuristic
result from
Google’s
power.
Instant
Demands

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

@msweezey
“A” or “b”How do you manage your
email in box?

@msweezey
“We now
disqualify before
we qualify”

@msweezey
“A” or “b”How do you download data?

@msweezey
“We batch research”

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

@msweezey
Add to this the idea of more channels, more
noise, and more businesses and you can see the
idea of “More is not more, but different”
emerges.
limitless Competition

@msweezey
Production3-D printing has democratized production.
Now anyone, anywhere, at anytime can
print them selves products.

@msweezey
TechnologySaaS technology democratized business
operations. Now any business can have the
best tool set to run their business, and build
their product, with almost zero overhead.

@msweezey
The switching economy is estimated at $1.7
Trillion dollars. Making it the 10th largest
economy on planet earth in 2015.
$1.7 Trillion

@msweezey
REACHIt is easier and cheaper to reach a single
person today than it every has been in our
history as marketers. Every social media
channel is locked in competition for your
marketing dollars. Reach is now
democratized.

@msweezey
There are entire industries being revolutionized not by
new businesses, but by new market places which
businesses are not apart of. This is technology making
latent supply instantly available.
A world with
No Businesses

@msweezey
Production, Technology, Distribution, and Reach are all
democratized making the relationship you have with
your consumer the only sustainable competitive
advantage.
Old business
Models fail
of Fortune 500 companies
are removed from the list in
Last decade (2004-2015)1/3

@msweezey
The New 
Revolution
Thought marketing we build the relationships
which fulfill human desires. It is from these
relationships we learn what to build, and fulfill the
human desires of the future.
Market > Sell > Build

@msweezey
Infinite media not only is more noise, infinite
competition, but it also changes the inner
desires of every human.
Desires Change

@msweezey
Authentic
Experiences
Joe Pine II explains consumers want, “Honest and Authentic”
experiences. He also writes about this concept in three books,
Authenticity, The Experience Economy, and Mass
Customization.

@msweezey
Experiences
Are Made of
“Content”
Wrote “Permission Based Marketing” in 1999. The forward to
this book was Don Peppers who co-authored “The One to
One Future” written in 1993. Yet, most of us just see
“Content” as something we create and mass distribute.
Nope! He said create value,
and then exchange the value
for permission. People don’t
desire content they desire
honest and authentic
experiences, content is just
one of ways to deliver it.
Most people read Seth Godin’s
book and decided they needed
to create more content.

@msweezey
Mass Media
Does not create
Relationships
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. We need to be relationship brands.

@msweezey
The Truth
About
Mass Media
Mass Media owned the relationship because
there was no other way to access content. Mass
publishing is not the way forward, but rather
only what worked in the finite environment. Case
and point, organic reach on social media.

@msweezey
More is not
inﬂuential
There is no correlation between publishing more often and
influence the content has with in a persons life, or with the
relationship you have with the consumer. The idea of more
content is better is a total red herring.

@msweezey
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have
been disappointed with
content
-Pardot Research Report 2013

@msweezey
71% of B2B buyers have
been disappointed by content
-Pardot research 2013
25% Of them will never
engage with your
content again
-Pardot Research Report 2013

@msweezey
Social literacy means connecting to the
desires the person has for the media, and
the engagement.
Radical Tactic #1

@msweezey
Building relationships with consumers inner desires is
what we should be focused on. This means
understanding the desires of the modern human from
their experiences.
Edward Bernay’s created Public
Relations after learning from his uncle
Sigmund Freud the power of the
unconscious mind. He create a new
form of strategic marketing which
built relationships between products
and consumers inner desires.
Relationships
are built on
Human Desire

@msweezey
Path to
Purpose
Google research done in 2013 proves it is no longer a linear
journey to purchase, but rather helping consumers meet their
purpose. When you do you increase purchases by 42%.
Honest experiences help
them fulfill their inner
desires, and discover
their purpose.

@msweezey
Fight
Boredom
PEW research found that 51% of the time a CEO picks up their
mobile device because they are BORED. We use the internet to
fight boredom. This is the purpose at that time. It can lead to
other things via passive discovery.

@msweezey
Escape !People 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
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.

@msweezey
Discover
Things
Self Discovery means finding things on your own.
Same reason your boss doesn’t like your idea, until
they think it is their own.

@msweezey
Discover!Discovery 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
Self  
Discovery
The highest form of value the internet provides to a
human is self discovery. The instant nature to find
what ever, and fulfill any purpose or desire instantly.
“Mass Publishing is the lowest
form of value the internet
provides”
-David Weinberger ( Co-author of Cluetrain
Manifesto)

@msweezey
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.

@msweezey
Passive 
Discovery
Amazon hires 473 “Data Scientists” to
study their conversions, and it’s effect on
the customer relationship. If they do
something look at why.
“Amazon.com strives to be the
e-commerce destination where
consumers can find and
discover anything they want to
buy online.”
Jeff Bezos,

@msweezey
Guided
Discovery
Requires you to know each and every person, and demands a system of
relevance which touches all aspects of your business. This puts the
customer success platform at the heart of your marketing efforts. Then
allows for scaling across all channels, with dynamic and predictive
personalization.

@msweezey
Presence!Is 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
Mediated
Self
On average we have 7.4 social channels and project a
different self on each one. The value to us is in expressing our
being, and having that desire validate by others. The Power
of a Like!

@msweezey
“
“
“Maintaining mediated relationships at
a distance requires "Frequent small
gestures that tend to be phatic. Mobile
media fit into a continuous conversation
in which each mediated interaction
reactivates, reaffirms, and reconfigures
the relationship".
Lipscome: 2004 "Connected" presence: the emergence of a new
repertoire for managing social relationship in a changed
communication technoscope

@msweezey
“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
“
“

@msweezey
Modern Media
Engagement
Releases Dopamine
The New York Times, called Dopamine “The
Molecule for Motivation” in their 2009 article on
neuroscience. http://www.nytimes.com/
2009/10/27/science/27angier.html?_r=0

@msweezey
Dynamic automations are the only way to
provide a contextual and instant
experience at scale.
Radical Tactic #2

@msweezey
David Oglivy once said, “He’s the best copy writer in the
world. That’s why I’ve got him”. Remember 80% of your email
copy is not read, and people vary rarely even “Read” anymore.
It’s mostly scanning.
Get to the
point
“Most marketers write like
engines. They take a while to
start up, then they get running.
Just start off running.”

@msweezey
Cookie based tracking and automated marketing
technology allows this to happen, far surpassing
Dunbars wildest dreams. Now small teams of people
are traffic cops rather than execution machines.

Automations
Are not optional

@msweezey
Data
Collection
Buyers become highly fragmented beings across multiple channels. They are
always connected, and always on. The only way to reach them is to know more
about them, and understand what it takes to really be relevant to the modern
buyer.
You no longer compete with those in your
own industry, but rather the best of those
fields. Consumer are now comparing all
experiences against each other rather than
against their vertical.
Behavioral Data
You no longer compete with those in
your own industry, but rather the best
of those fields. Consumer are now
comparing all experiences against each
other rather than against their vertical.
Psychographic Data
Also combine with all other internal data.
CRM Data

@msweezey
This Is the old way of thinking about conversion.
How do we make content, and drive people to it.
Now we take a new approach with dynamic
journeys.
Static Experiences
Follow Historical  
Logic. Stop it!

@msweezey
Demandbase underwent a new optimization of their website.
They began changing their website based on the IP of the people
landing on their home page they obtained a 416% increase in
demo requests.
416% Increase in Demo’s
The idea of Zero Click is to be
able to completely change the
experience you are presenting
to someone based on a
variable you know about
them. This can be an IP
address, a lead score, a buyer
persona, etc.
The Goal Is
a Zero Click
experience

@msweezey
Lead Nurturing Wins
Using the 3-2-1 technique of lead
nurturing eCornell has been able
to see amazing results.
Converting 50% of all sales
qualified leads who are nurtured
into new customers.
eCornell Lead Program
Is the online branch of the Ivy
League Cornell University. They
are responsible for driving all
traffic and produce 5,000 leads
per month.
16X
Higher conversion rate on leads that
have been nurtured vs those that have
not. Produced the single biggest
increase in leads from any other
method.

@msweezey
Choose Your
Own Adventure
This is how you nurture leads on your
website and provide a relevant, and
contextual information. Offers change
based on their stage to be relevant.
( These are Dynamic Content)

@msweezey
John,

I thought you’d like these 10 tips on
nurturing. It was written by Trulia, one
of our clients.

Also if you’re looking for some
research reports on marketing
automation here’s the Gartner Magic
Quadrant.

Best,

Mathew

STAGE 3 CTA
STAGE 2 CTA
Choose Your
Own Adventure
This is how you use Choose Your Own
Adventure in email. By allowing people
to self select into content you gain the
insights, and they gain trust.

@msweezey
The majority of the “Noise” in the future
will not come from business but come
from consumers. The only effecitve way
to manage this is with a proactive
mindset.
Radical Tactic #3

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

@msweezey
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
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
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
MindsetEveryone in the organization understands everything they do will end
up online. Services will receive tweets, product will receive reviews,
and sales will be talked about. Everyone must understand the net
positive effects of their actions.

@msweezey
Creating
Mindset
Everyone in the company must be able to answer three basic
questions. If they can you will proactively mitigate bad
experiences and ensure a “Net Positive” experience in the
future.
-  What do we value in an employee
-  What do we value in a customer
-  What do we call success
Simplicity Wins in Mindset

@msweezey
Customer
Executive
Having everyone in your 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.

@msweezey
Customer
Experience
Forrester’s Customer Experience Index (CXi) leaders had a
cumulative 43% gain in performance over a six-year period (2007
to 2012), compared with a 14.5% increase for the S&P 500 Index
and a 33.9% decrease for a portfolio of customer experience
laggards.

@msweezey
Creativity in the future is itterative, not
singular.
Radical Tactic #4

@msweezey
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
Your line probably looks like this.

@msweezey
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
Your second line probably looks like this.

@msweezey
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
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?
User Stories
MVPReview
Execute

@msweezey
MVP
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.
User Stories
MVPReview
Execute

@msweezey
Review
You need to have baselines to compare things to.
Industry baselines will not help you much. Instead
look at your own internal numbers. Better not best is
what you should shoot for.
User Stories
MVPReview
Execute

@msweezey
Further
Reading
On Agile:
Read this: http://www.clickz.com/
clickz/column/2278708/the-future-
trend-of-marketing-automation-
agile-marketing
User Stories
MVPReview
Execute

@msweezey
Pick up
The Phone
Was the content you engaged with helpful?
How can it be better?
What was the best thing you’ve found?

@msweezey
We are
here
You must understand we are in a time of radical
change, and only by fully understanding the
change can we succeed in the infinite future.
In assessing the blame for the failure of good companies, the distinction is
sometimes made between innovations requiring very different technological
capabilities, that is, so called radical change, and those that build upon
well-practiced technological capabilities, often called incremental
innovations. The notion is the magnitude of the technological change
relative to the companies’ capabilities will determine which firms triumph
after a technology invade an industry.

-Clayton M. Christensen, The Innovators Dilemma

@msweezey
Thank youPlease share if you enjoyed this

Systematically Rising Above the Noise

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (7)

Ähnlich wie Systematically Rising Above the Noise

Ähnlich wie Systematically Rising Above the Noise (20)

Mehr von Mathew Sweezey

Mehr von Mathew Sweezey (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Systematically Rising Above the Noise