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@msweezey!
Video killed the radio star
@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
@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.
@msweezey!
Environmental
change
Status quo no longer exists. We
must look at how things have
changed to move forward.
@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.
@msweezey!
Media has changed
infinitely
Media has changed the
environment we live in causing
major changes to our species
@msweezey!
1960 2014
5
@msweezey!
@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.
@msweezey!
1960 2014
2005
@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.
@msweezey!
Estimated Ad impression
Per day
5000
@msweezey!
@msweezey!
12 hours per daye time a person spends in front
of a screen.
@msweezey!
““CMO will have the
largest IT budget by
2017
-Gartner
@msweezey!
2014 2020
1k+200
@msweezey!
New Media affects
actions
Media has changed the way
people relate to each other, act,
and obtain information.
@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.
@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.
@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.
@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!
We bypass bullshit
Nobody wants to talk to sales.
@msweezey!
Of the buying cycle by 2020
will happen before we talk
to sales.
80%
@msweezey!
Always on createsMultitasking which has eroded
our memory, and the way we
process things mentally.
@msweezey!
e average person used to have
seven queues they stored memory
too.
@msweezey!
Now they have three. ey are
relying on their mobile phone to
do the rest.
@msweezey!
8 Secondse average adult attention span
in 2013
@msweezey!
9 Seconds
Goldfish have an attention span of
@msweezey!
66%Of all emails are opened on a smart phone.
-Moveabletype
@msweezey!
“A” or “b”How do you manage your email
in box?
@msweezey!
“We now disqualify
before we qualify”
@msweezey!
Buying behaviors
change
Instant access, and always on
have change our decision
making process.
@msweezey!
of B2B buyers said they waited longer to
initiate contact with B2B vendors –
DemandGen Report 2014
40%
@msweezey!
@msweezey!
of B2B buying decisions
Involve mobile media
91%
@msweezey!
of B2B buying decisions
Involve watching videos.
48% involve 30+ minutes
of video.
60%
@msweezey!
Business goals
change
Media has changed the
environment we live in causing
major changes to our business
@msweezey!
Build > Market > Sell
Industrial Revolution taught us….
90% of efforts10% of efforts
@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!
DistributionDistribution and selling of goods has been
democratized by online marketplaces. It is easier
than ever to sell something at scale.
@msweezey!
ContentSeth Godin writes “Permission Based Marketing” in 1999.
Becomes a National Best Seller, creating the idea of content
marketing.
@msweezey!
But do you really?
“I get all that”
@msweezey!
of Fortune 500 companies are
removed from the list in Last
decade (2004-2015)
1/3
@msweezey!
“media Companies”
Should we all be?
@msweezey!
@msweezey!
InfluenceAmount of consumption
does not equal influence
from content marketing.
@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!
Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..
@msweezey!
Relationship > CONTENT
We should learn…..
Campaign
CONVERSIONS
@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.
@msweezey!
Marketing ≥	
 Build > Sell
Infinite environment demands…
20% of efforts80% of efforts are now
Relationship building.
@msweezey!
Tenants of the 80/20
business
Most of the mobile media
about our business isn’t
created by us.
@msweezey!
Infinite mobile media means a
strategy must begin with a
holistic mindset
Relationships are more
than Just what you say
@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!
Mindset is an organizational
discipline, branding is a
departmental execution.
Mindset > Branding
@msweezey!
“SHIP MY PANTS”
@msweezey!“SHIP MY PANTS”
@msweezey!“SHIP MY PANTS”
@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
@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?
@msweezey!
Traditional branding is ineffective
because it is unsustainable to think a
single department can manage your
brand in the infinite media
environment.
@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
@msweezey!
An Infinite type of
content
Content is engrained much
deeper in our beings than we
may imagine.
@msweezey!
Nobody says
“I want content”ey decide engage with content to solve
goals, they engage with it because it aligns
with their purpose
@msweezey!
-Jay Baer, Author of Youtility,
“
“
Historically, we created
relationships and loyalty with
people, but now we're creating
relationships and loyalty with
information.
@msweezey!
“Consumers want
honest and authentic
experiences”
-Joseph Pine II
Author of the Experience Economy,
Authenticity, & Infinite Possibilities
@msweezey!
Think Small
@msweezey!
More content is produced
in 2 years than existed
before in history
IBM research study 2013
@msweezey!
Purpose#likeagirl campaign is watched by over 57 million fans
@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
@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.
@msweezey!
@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.
@msweezey!
WARNING: You engaging with this
presentation is you “Learning”.
@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.
@msweezey!
1.4 Trillion hours/day
are spent online every day in the United States
@msweezey!
PresencePeople want to be present in all scenarios possible. is means being active, as
well as passive in the situations they choose.
@msweezey!
28% of all online usage
Social networks account for
@msweezey!
AGE: 24-54
check Facebook 17 times per day
@msweezey!
Relevance at
scale
Mobile marketing is about
thinking differently, and
marketing in a new way.
@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
“
“
@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!
@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.
@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.
@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.
@msweezey!
The power of Infinite
Creativity
Creativity moves past colors,
into the sub conscious, and
data science.
@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.
@msweezey!
@msweezey!
Shared Value + Shared Action = Shared Profit
Action Branding Formula
@msweezey!
@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.
@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.
@msweezey!
Micro Actionsink of them as digital hugs from your peers
@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
“
“
@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….
@msweezey!
Notificationse final frontier for marketers on mobile.
@msweezey!
A new breed of
sales
Marketing are not the
only people who have to
change
@msweezey!
We will lose 1 million b2b
sales jobs by 2020
is is predicted by Forrest in 2015.
@msweezey!
1 million people get new
roles. They don’t get
unemployed.
Let’s clarify:
@msweezey!
e new sales model:
Marketing
Functions
Digital Rapport building, lead generation Customer
acquisition
80% 20%
@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.
@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.
@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.
@msweezey!
Provides bonuses to the middle team on hitting
pipeline contribution goals (about 80% of bonus)
and MRR (about 20%)
@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.
@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.
@msweezey!
Thank youPlease share if you enjoyed this @msweezey

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