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Video killed the radio star, marketing in the infinite environment

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The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.

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Video killed the radio star, marketing in the infinite environment

  1. @msweezey! Video killed the radio star
  2. @msweezey! 1. Historical foundations fail in the infinite environment 2. New tenets arise in the world of infinite 3. Case Studies to learn from   CONTENTS
  3. @msweezey! Raphus cucullatus Extinction: More than 99 percent of all species, amounting to over five billion species, that ever lived on Earth are estimated to be extinct due to environmental factors.
  4. @msweezey! Environmental change Status quo no longer exists. We must look at how things have changed to move forward.
  5. @msweezey! The Environment Business: Use media to consume information and to publish information. ey are reactionary to the consumer. Media: Is the medium for communication between all parties in the environment. Consumers: Are the ones who obtain information from media to fulfill their needs.
  6. @msweezey! Media has changed infinitely Media has changed the environment we live in causing major changes to our species
  7. @msweezey! 1960 2014 5
  8. @msweezey!
  9. @msweezey! DIGITAL DISCOVERYA person uses more computing power to do a search on Google, than all of NASA had in 1969, when they landed a man on the moon.
  10. @msweezey! 1960 2014 2005
  11. @msweezey! Media UBIQUITYAnyone in the world can create, distribute, and consume content. ere are more people in the world with a cell phone, than there are those with clean drinking water, or electricity.
  12. @msweezey! Estimated Ad impression Per day 5000
  13. @msweezey!
  14. @msweezey! 12 hours per daye time a person spends in front of a screen.
  15. @msweezey! ““CMO will have the largest IT budget by 2017 -Gartner
  16. @msweezey! 2014 2020 1k+200
  17. @msweezey! New Media affects actions Media has changed the way people relate to each other, act, and obtain information.
  18. @msweezey! Media Changes culturese written word destroyed the oral society, and brought with language, math, and documented history. Gutenberg democratized writing, and the internet combined with mobility has changed us once again.
  19. @msweezey! Oral Society Transformed By Gutenberg Press. Creates a world of literacy. Radio brings news to the world. Allows for news to spread faster, and changes the face of warfare. Television creates a visual society. Changes politics, culture, and the basis of how we perceive each other. Internet connects the world in real time. Creates a global society which breaks down the visual barriers and creates a new economy. Social media and increased connectivity creates an instant always on society which changes our communication once again.
  20. @msweezey! Socially Literate: Understanding modern media changes how we want to engage with media, and what we want out of our relationships with mobile media.
  21. @msweezey! “A” or “b”How do you download data?
  22. @msweezey! “We batch research”
  23. @msweezey! Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. How we engage with Research content. Batch Research Defined
  24. @msweezey! We bypass bullshit Nobody wants to talk to sales.
  25. @msweezey! Of the buying cycle by 2020 will happen before we talk to sales. 80%
  26. @msweezey! Always on createsMultitasking which has eroded our memory, and the way we process things mentally.
  27. @msweezey! e average person used to have seven queues they stored memory too.
  28. @msweezey! Now they have three. ey are relying on their mobile phone to do the rest.
  29. @msweezey! 8 Secondse average adult attention span in 2013
  30. @msweezey! 9 Seconds Goldfish have an attention span of
  31. @msweezey! 66%Of all emails are opened on a smart phone. -Moveabletype
  32. @msweezey! “A” or “b”How do you manage your email in box?
  33. @msweezey! “We now disqualify before we qualify”
  34. @msweezey! Buying behaviors change Instant access, and always on have change our decision making process.
  35. @msweezey! of B2B buyers said they waited longer to initiate contact with B2B vendors – DemandGen Report 2014 40%
  36. @msweezey!
  37. @msweezey! of B2B buying decisions Involve mobile media 91%
  38. @msweezey! of B2B buying decisions Involve watching videos. 48% involve 30+ minutes of video. 60%
  39. @msweezey! Business goals change Media has changed the environment we live in causing major changes to our business
  40. @msweezey! Build > Market > Sell Industrial Revolution taught us…. 90% of efforts10% of efforts
  41. @msweezey! Production3-D printing has democratized production. Now anyone, anywhere, at anytime can print them selves products.
  42. @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.
  43. @msweezey! DistributionDistribution and selling of goods has been democratized by online marketplaces. It is easier than ever to sell something at scale.
  44. @msweezey! ContentSeth Godin writes “Permission Based Marketing” in 1999. Becomes a National Best Seller, creating the idea of content marketing.
  45. @msweezey! But do you really? “I get all that”
  46. @msweezey! of Fortune 500 companies are removed from the list in Last decade (2004-2015) 1/3
  47. @msweezey! “media Companies” Should we all be?
  48. @msweezey!
  49. @msweezey! InfluenceAmount of consumption does not equal influence from content marketing.
  50. @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
  51. @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
  52. @msweezey! Media Made money Because they owned the relationship. Not because they mass published media. We should learn…..
  53. @msweezey! Relationship > CONTENT We should learn….. Campaign CONVERSIONS
  54. @msweezey! Relationships:Are built over a long time. ey require a net positive interaction to sustain and grow. ey require relevant communication at all times. If not the relationship is damaged.
  55. @msweezey! Marketing ≥ Build > Sell Infinite environment demands… 20% of efforts80% of efforts are now Relationship building.
  56. @msweezey! Tenants of the 80/20 business Most of the mobile media about our business isn’t created by us.
  57. @msweezey! Infinite mobile media means a strategy must begin with a holistic mindset Relationships are more than Just what you say
  58. @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.
  59. @msweezey! Mindset is an organizational discipline, branding is a departmental execution. Mindset > Branding
  60. @msweezey! “SHIP MY PANTS”
  61. @msweezey!“SHIP MY PANTS”
  62. @msweezey!“SHIP MY PANTS”
  63. @msweezey! Volatility is the result of both negative and positive experiences. After a negative experience the only way to drive positive experience is to spend more money because the trust has eroded. Volatility
  64. @msweezey! 1000’s of marketing channels, 24/7 with out you being involvede question is how do you make sure content related to your brand is maintaining the best possible experience?
  65. @msweezey! Traditional branding is ineffective because it is unsustainable to think a single department can manage your brand in the infinite media environment.
  66. @msweezey! Creating Mindset -  What do we value in an employee -  What do we value in a customer -  What do we call success Everyone in the company should be able to answer these three questions
  67. @msweezey! An Infinite type of content Content is engrained much deeper in our beings than we may imagine.
  68. @msweezey! Nobody says “I want content”ey decide engage with content to solve goals, they engage with it because it aligns with their purpose
  69. @msweezey! -Jay Baer, Author of Youtility, “ “ Historically, we created relationships and loyalty with people, but now we're creating relationships and loyalty with information.
  70. @msweezey! “Consumers want honest and authentic experiences” -Joseph Pine II Author of the Experience Economy, Authenticity, & Infinite Possibilities
  71. @msweezey! Think Small
  72. @msweezey! More content is produced in 2 years than existed before in history IBM research study 2013
  73. @msweezey! Purpose#likeagirl campaign is watched by over 57 million fans
  74. @msweezey! more often than they do those that simply urge them to buy the product being advertised. As a result, their path to purchase is actually their path to purpose. Consumers choose the brands that engage them on their passions and interests 42%PathtoPurpose -Google THINK
  75. @msweezey! EscapePeople wanting to escape will lean on self discover and social channels. ey are looking to escape their work, life, job, and take a short break. No barring on sales readiness.
  76. @msweezey!
  77. @msweezey! LearnPeople wanting to learn are looking on ways to be better at what they care about. is can also take place during an escape. May be an early sign of sales readiness if they move to research.
  78. @msweezey! WARNING: You engaging with this presentation is you “Learning”.
  79. @msweezey! SeekPeople wanting to seek will dedicate time to search, learn, and solve. ey are looking for content to help them fulfill purpose, or solve a problem.
  80. @msweezey! 1.4 Trillion hours/day are spent online every day in the United States
  81. @msweezey! PresencePeople want to be present in all scenarios possible. is means being active, as well as passive in the situations they choose.
  82. @msweezey! 28% of all online usage Social networks account for
  83. @msweezey! AGE: 24-54 check Facebook 17 times per day
  84. @msweezey! Relevance at scale Mobile marketing is about thinking differently, and marketing in a new way.
  85. @msweezey! “Our end goal is to present the customer with content that is relevant, not invasive” -Kimberly Ruthenbeck, Director of Web Customer Experience for Room & Board “ “
  86. @msweezey! Marketing now knows every interaction they company has had with the person across external sources. Other data sources can be added into know what is relevant to a person based on their digital fingerprints. Every channel has the ability to read and write to this record so in the future every conversation in enabled to be relevance. These conversations are also used to trigger automated content based on rule sets set up by the business. External View Internal View Must have this first!
  87. @msweezey! Marketing Sales Service Single Customer View Automation Platform (s) CRM System of relevance Allows for plug and play integrations with other apps who use data, and add to data.
  88. @msweezey! Automations Scale relevance Automations allow for owned media properties to be “Zero Click”. Making them infinitely relevant. Automations allow for distributed media to be dynamically shown to the correct people, at the correct time. Automations allow for hot leads to be identified and passed to sales instantly. Automations allow for leads to be nurtured over full lifecycle.
  89. @msweezey! Achieved a 30% reduction in sales cycle length in their industrial storage business within one year, and another 25% reduction in two years with the use lifecycle marketing and relevant automations.
  90. @msweezey! The power of Infinite Creativity Creativity moves past colors, into the sub conscious, and data science.
  91. @msweezey! Creativity Left Brain Bernay’s created the idea of Public Relations after learning from his uncle Sigmon Freud the power of the unconscious mind. He create a new form of strategic marketing which still exists to this day. is is our guide.
  92. @msweezey!
  93. @msweezey! Shared Value + Shared Action = Shared Profit Action Branding Formula
  94. @msweezey!
  95. @msweezey! Shared Value + Shared Action = Shared Profit People want to rebuild Braddock PA. Levi wants to have people associate their clothes with work again. Levi puts money, and hires a company to coordinate community events to rebuild Braddock. People pitch in, and suggest projects, and execute them. ey both profit from a better community, which got back to working again.
  96. @msweezey! Right Brain Creativity e traditional creative brain thinks in colors, shapes, and visual appeal. We must remove our selves from thinking this is the only thing which matters.
  97. @msweezey! Micro Actionsink of them as digital hugs from your peers
  98. @msweezey! “When you se 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 “ “
  99. @msweezey! Retweeting, Favoriting, At Mentioning…. Commenting on a blog posts. Sharing a blog post…. Commenting on a group, Inmail, creating new content…. Liking a post, commenting on a post, commenting in a group….
  100. @msweezey! Notificationse final frontier for marketers on mobile.
  101. @msweezey! A new breed of sales Marketing are not the only people who have to change
  102. @msweezey! We will lose 1 million b2b sales jobs by 2020 is is predicted by Forrest in 2015.
  103. @msweezey! 1 million people get new roles. They don’t get unemployed. Let’s clarify:
  104. @msweezey! e new sales model: Marketing Functions Digital Rapport building, lead generation Customer acquisition 80% 20%
  105. @msweezey! the new middle e majority of the modern revenue engine is effectively finding, and building relationships. People can use new tools to do this in a hyper targeted 1-1 way, which can be aided by and accelerate by marketing efforts.
  106. @msweezey! Marin Software has seen a 646%increase in the number of qualified contacts, by focusing on digital rapport building, and by effectively using the “System of Relevance” model.
  107. @msweezey! Supporting roles It will depend on the company as to is the middle supporting marketing, or is marketing supporting the middle. Either way a new compensation has to happen. Sales can no longer receive 100% of the commissions for only doing 20% of the work.
  108. @msweezey! Provides bonuses to the middle team on hitting pipeline contribution goals (about 80% of bonus) and MRR (about 20%)
  109. @msweezey! Bill (CMO) said their goals is, will someone recommend Slack? “And that’s a much higher bar.” is is why they use Net Promoter Score in their sales compensation metrics, not just closed/won.
  110. @msweezey! Raphus cucullatus Don’t be a Dodo….. Realize the environment we operate in requires large shifts in our business strategy. We have not seen a change like this in over 100 years in our departments so this won’t be easy, but there is only one alternative.
  111. @msweezey! Thank youPlease share if you enjoyed this @msweezey
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The iconic pop song of the 80’s explains the shift in marketing and sales perfectly. New technology killed the former king, and in todays age we have seen this play out in our sale and marketing roles. The former king of revenue generation for any business is now only 20% of their former glory. In our modern world of limitless information, easy access, and instant feedback 80% of the buying cycle will be in the hands of marketers by 2020. Learning how to deal with the shifts from the 10/90 sales and marketing mix to the new 80/20 marketing and sales mix takes a new set of foundations, fresh approaches to selling, and deeper understanding of the new consumer. Join Mathew as he walks us through the new tenets of sales and marketing, the new roles we must fill, and better practices for converting your department into the revenue machine of the future.

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