To A Changing Audience

Marketing Lessons

Telling Your Story

Marketplace From A Pivoting

     

When Markets Disrupt

Values Shift Vocabularies Change

Velocity Increases

     

There’s No Pause Button

Campaign Pace Accelerates

Duration Shortens Frequency Increases

     

Marketing Must Be Nimble These 4 Strategies Can Help:

Synchronization Orchestration

Execution Discipline

     

Lessons From Our Story

5 Shifts

4 Strategies 2 Disruptions

3 Tactics 1 Ecosystem

     

The 1st Shift The Outsourcing Appetizer

•  Talent Is Untethered From Geography Through Technology

•  Just-In-Time Was Working Well for Supply Chain

•  Focus Shifts To Program & Process Management

On Demand

Lower Overhead – Lower Cost •  Economic Differences à Lower Operational Costs

•  External Expertise Offloads Internal Overhead

     

The 2nd Shift Individual Outranks Enterprise

•  Institutional Knowledge

•  Process & Technology Expertise

•  Site & Solution Specific Insight

Individuals Are Requested Who Possess

Elastic Expertise Becomes The Mode •  “One Throat To Choke” Models Resulted in Strangled Supply

•  Direct To Expert Required More Responsibility

•  Direct To Expert Delivers Better, Faster Results

     

The 3rd Shift Evolution of ICT

SO – MO - LO •  SOCIAL – powers individual expertise location

•  MOBILE – powers solution acceleration & expert ubiquity

•  LOCAL – powers rapid consummation & community

LAST MILE EXECUTION •  Where Offshore & Electronic Deliverables Break Down

•  Rediscovery Of The Human Element At Point Of Delivery

     

The 4th Shift The Great Recession

Trends Converge •  ECONOMIC – Boomers & Millennials alike turn to freelancing

•  ON DEMAND – cloud computing, Obamacare, consumer marketplaces

•  DISENGAGEMENT – dissatisfaction grows as options emerge

SHORTER TERM PROJECTS •  Projects & PMOs Go LEAN

•  Project Lifecycle Shift Drive Up Reliance on Short-Term Contractors

     

The 5th Shift The Passion Culture

•  WORK – already more than a place we go due to always on technology

•  BLURRED BORDERS – between work & life due to shifting expectations

When Work Is Your Identity, Love Who You Are

CONSPICUOUS SUCCESS OF PASSION COMPANIES •  Millennials enjoy massive success “doing what they love”

•  Ideas are imbued with a new potential energy

•  Ideas soak up capital fleeing traditional, recession afflicted, investment areas.

•  Social proof & funding via kickstarters, angels & VCs become popular

     

5 Shifts Redux The Outsourcing Appetizer

The Individual Outranks Enterprise

The ICT Revolution

The Great Recession

The Passion Culture

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2 Disruptions

The Disengagement Disruption

The Freelancer Disruption 12

     

Disruption 1 Disengagement Disengagement Grows Among Traditional W2 Employees •  LOSS OF PURPOSE – Uncertainty of Impact | Lack of Significance

•  LOSS OF VISIBILITY – Why What You Do Matters | Why Your Peer’s Work Matters

•  EROSION OF CONNECTEDNESS – Belief in Leadership | Access To & Awareness Of Manager

Disengagement Costs •  GLOBALLY – 85% Disengagement

•  U.S. – 70% Disengagement

•  COST - $450 - $550 Billion Lost

     

Disruption 2 Freelance Boom

•  53 million freelancers in the U.S.

•  Increasing spending on contractors and freelance

•  18% of total workforce – 20% in 2 years. (SIA)

•  Technology allows direct engagement with experts anywhere the work requires.

2014: 34% of Workforce Freelances

2020: 40-50% of Workforce Freelances •  60 million+ freelancers in the U.S.

     

4 Strategies

Synchronization Orchestration

Execution Discipline

     

Orchestration

•  Aligns channels, segments & activities

•  Requires: single source of truth

•  Empowers: development of targeted, segmented, dynamic email | social | web

campaigns

Business Impact: Accelerate Demand à Faster Growth

     

Synchronization

•  Remove guesswork on WHEN to engage

•  Predictive issue & opportunity identification with patterns & profiles analysis

•  Coordinate B2B campaigns across channels, interaction history, time zones & segment preferences

Business Impact: Boost Capacity Without Adding Cost

     

Execution

•  Consistent execution builds confidence in repeatability & scalability

•  Identify, inform & empower prospects with our immediate & free solution differentiates us

•  Turn customers into fans with consistent execution & exceeding expectations

Business Impact: Do, Rather Than Plan-to-Do

     

Discipline

Business Impact: Lean in & Learn •  Visibility | Accountability | Control are the key elements in managing the marketing cycle

•  Living with the consequences of a BAD DECISION is worse than the humiliation of admitting one

•  Don’t lose sight of your purpose; remind yourself why you bother with all of this

     

3 Tactics How To Profile YOUR Audiences 1

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How To Engage YOUR Audiences

How To Deliver Impact

     

Tactic 1: Profile Your Audience

•  Pardot Campaign Metrics Deliver Insight into Our Audience

•  Website Integrated With Sales Cloud for Single Source of Truth

•  Pardot Scoring + Salesforce Workflows Automates Prospect Funnel

•  Data.com Enriches lead & prospect data for high level segmentation

How We Do It: Pardot | Data.com | Salesforce

     

Tactic 2: EngageYour Audience

•  Multi-faceted Campaigns with Dynamic Lists & Branch Logic in Pardot

•  Coordinated Social, Email, Traditional, Web, Landing Page Campaigns

•  Timing & Content Response Analysis Guides Next Best Actions For The Team

•  Sales Cloud Workflows & Automation Rules Trigger Templated 1:1 Pardot Action

How We Do It: Pardot | Salesforce

     

Tactic 3: Deliver Impact

•  Accelerate the Qualification Process

•  Mercilessly Track Performance & Measure Results

•  Demand & Conversion Dashboards Deliver Real-Time Results

•  Always Ask “What If” “How Come” “Is There Someone Else” & “Why Not”

How We Do It: Salesforce Adoption

     

1 Ecosystem

     

5 Marketplace Shifts 4 Marketing Strategies

2 Disruptions 3 Immediate Tactics

1 Ecosystem All Systems Go. Liftoff