marketing as a mindset not a department by mathew sweezey of pardot, a salesforce.com company
DESCRIPTION
We’ve all made websites, learned SEO, understood email marketing, but now the speed at which marketing technologies and mediums are being created greatly out paces our ability to keep up. Mathew will walk us thought the biggest change businesses need to understand to make the best use of both current and future marketing technologies. Learn how to increase demand with less spend, cut thought the noise and create sustainable demand well into the future.TRANSCRIPT
MARKETING AS A MINDSET
Not a DEPARTMENT
Mar 1
6th B2
BRISI
NG CA
ROLIN
A
Marketing Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey” @msweezey
A
THINGS/HAVE/CHANGED
Consumers
NASA MORE POWER IN A GOOGLE
SEARCH, THAN ALL OF NASA
HAD TO PUT A MAN ON THE
MOON @msweezey
12
HOURS PER DAY INFRONT OF A SCREEN
@msweezey
MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICITY OR CLEAN DRINKING WATER
24/7
@msweezey
THINGS/HAVE/CHANGED
AMarketing
MARKETING
“MASS MARKETING”
“RAPPORT BUILDING”
Marketing Sales
2/3
@msweezey
CONTENT GETS BUYERS
THROUGH BUYING CYCLE
Marketing “2/3”
Sales
@msweezey
“RAPPORT BUILDING”
“INBOUND MARKETING”
ABM
@msweezey
FOCUS ON COLLECTIVE
ACCOUNT BASED MARKETING
MARKETING AUTOMATION
@msweezey
53% of B2B Fortune 500
86% of B2B SaaS Companies
RE:
@msweezey
FOCUS ON INDIVIDUAL
COOKIE BASED RE MARKETING
THINGS/HAVE/CHANGED
AChannels
1960 !5 marketing
Channels 2013!
60+ marketing Channels
2020!100’s of
marketing Channels
Radi
o Te
levisi
on
Dire
ct M
ail
Fax
Telem
arke
ting
Inte
rnet
Em
ail
Face
book
@msweezey
2017
UNLIMITED >< BI DIRECTIONAL
WWW
@msweezey
LIVES FOREVER / TRUSTED
WWW
@msweezey
EXPERIENCE = PERCEPTION
WWW
@msweezey
IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
EXPERIENCE WINS by 2X
@msweezey
THINGS/HAVE/CHANGED
ACosts
294 Billion Emails
2 Million Blog Posts
400Million Tweets
PER DAY @msweezey
“CREATIVE” HEAD COUNT + BUDGET
+ TIME = CREATIVE @msweezey
THINGS/HAVE/CHANGED
ATools
EMAIL WWW SEO SOCIAL/MOBILE SOCIAL AUTOMATION CX
DEMAND GENERATION TOOLS OVER 20 YEARS
Mind
set
A BETTER WAY
AMindset
“MINDSET” Leveraging each interaction with
your company to reach a net positive gain in rapport.
BRANDING Branding is only owned by
Marketing.
HEIARCHY OF DEMAND GENERATION
COMPANY MINDSET BASIC CAMPAIGNS
AUTOMATIONS
SKUNK
@msweezey
“SHIP MY PANTS”
+10 = Great Campaign
BAD EXPERIENCE
BAD EXPERIENCE
THE NOISE
+5 -10 +15 -10
+5 -20
WWW
+5 +5 0 +5
+15 +5
The only way to systematically RISE ABOVE THE Noise is to remove the volatility
IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
EXPERIENCE COSTS LESS
@msweezey
REMOVE VOLATILITY WITH AMindset
DNA 1: 2: 3:
What do we value in a customer?
What do we value in a employee?
What do we consider success?
@msweezey
MANAGED Must have ability to manage
360 degree experience for leads/customers. This
includes UX, CX, Support, and Marketing.
EMPOWER
CASE STUDY • NO VC MONEY • 1/10 sales staff • 1 marketer (until 2011) • 1/20 marketing budget
#WINNING • 70% win rate • Goodwill – (nice guys don’t come in
last when social media is involved)
• Single Digit Churn @msweezey
• Positive • Self Starting
• Supportive @msweezey
Our Values
• Best place to be a customer • Best place to work
@msweezey
Our Mindset
IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
MINDSET IS POWERFUL
@msweezey
MINDSET IS HOLISTIC
@msweezey
MINDSET IS SUSTAINABLE
@msweezey
BAD EXPERIENCES
Questions? @msweezey #leadlovedenver