3. …Understanding the new social
customer
Unraveling their Identifying and
lifestyle, pains, pa connecting with
ssions those who
influence them
Connecting the
Identifying their dots between
media brands and their
consumption customer with/
choices social content
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5. (Scratch) Marketing
A marketer’s only permanent alliance is with the
audience.
Erin Kissane (adapted)
Our responsibility is to:
• Understand the user’s mental model before
designing products, websites or creating copy
• Validate assumptions about the audience
• Tune the communications to suit that audience
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6. Evolving Marketing
The Evolution of Marketing
• Up to 1980’s: Marketing the past
• Telemarketing, Radio, billboards, posters, print media
• 1980-1990’s: Marketing the present
• Database marketing, relationship marketing, e-commerce, spam,
guerilla marketing, CRM gains dominance in strategy
• 2000+: Marketing the (social) future
• Social media, an ongoing effort, creative exploration in
developing technology and platforms
Marketing of the Future
• Products/services are never finished
• Products/services never stand alone
8. 2000’s: What People Buy
• Promise that the brand will continue to deliver
now and in the future
• Trust = the belief that a brand is capable of
delivering now and in the future
9. You want to be a great marketer?
You need to understand two things
18. Startup Marketing: The Reality
• Used a video of a non- • Started as a platform for
existent product to gather gathering support using
feedback “tipping points”
• Formulated hypotheses • Customers told them that
about features and tested the idea was too abstract
them rapidly and unfocused
• Changed marketing • The company almost ran
approach and feature set out of money
when hypotheses were • Found that only one
disconfirmed by market aspect was working,
feedback group deals
19. Startup Marketing: The Reality
Payment system for PDAs
Massive multi-player game
Video-dating site
Automated email recommendation service
Podcasting (as Odeo)
21. Feedback and Loops
• Validate needs
• Collect customer
feedback, have the
mechanisms to adjust
• Perpetual listening and
integration of data for
meaningful feedback
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23. In High Tech, Marketing is More About
Opps than Current Market
Current Market Demand Opportunity
Current products meet current Novel products, often targeting
customers non-users
Needs well understood and stable Needs not well-defined, likely to
change
Substitutes for existing products Creates new categories of
within category demand
Selection, resulting in market Rate of adoption and penetration
share
Size of market, ease of addressing Potential benefits vs. behavioral
change
Source: Michael Davies, Endeavour Partners
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24. Novel, Innovative Tech Products:
Difficult to Adopt
• Most people, most of the time loathe change
• Investment in time and effort
• Uncertainty, anxiety
• Not familiar with novel products and
their potential
• Novel products always require trade-offs
• Evaluation based on perceived value,
relative to products in use
• Sensitive to loss aversion
• Companies underestimate the switching costs,
overestimate the potential benefits
Source: Michael Davies, Endeavour Partners
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25. The Gap b/n Eager Sellers and
Stony Buyers
Source: Michael Davies, Endeavour Partners
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26. What Can You to Do to Drive
Rapid Adoption?
• Accept resistance
• Anticipate long adoption
• Manage accordingly
• Strive for >10x gain:
• Make relative benefits so great they overcome customers’
overweighting of potential losses
• Minimize resistance:
• Target non-users – don’t use product now, no change
needed or the unendowed
• Target segments of customers who don’t give up as much
• Make behaviorally compatible products
Source: Michael Davies, Endeavour Partners
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28. Go-to-Market Plan Inputs
• Customer understanding: pains and passions
• Business plan and goals
• Sales plan and goals
• Addressable market and potential entry points
• Positioning and segmentation
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33. PR/ Influencers
• Framework
• What are you doing?
• Why does it matter?
• Why should people care about it now?
• Hire agencies for the right reasons
• Don’t ask them if they have a rolodex of media
contacts
• Ask them if they will build media relations for you
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34. Advertising = Influencer Marketing
• Push is dead; it is all about the right pull
• Decision-making is a complex & strategic
process
• Although there is an ultimate decision-maker,
there are numerous others involved to inform,
support and validate decisions
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35. Content Marketing
9 out of 10 B2B organizations
market with content and 60%
will increase spend in 2012:
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40. Resources
• Books:
• Thinking in Systems by Donella Meadows
• Momentum: How Companies Become Unstoppable
Market Forces by Ron Ricci and John Volkmann
• Influencer Marketing by Duncan Brown and Nick Hayes
• Building Strong Brands by David A. Aaker
• Predictably Irrational by Dan Ariely
• The Psychology of Influence by Robert Cialdini
• CRM at the Speed of Light by Paul Greenberg
• Marketing Destinations:
• Awareness, Inc.
• Marketo
• HubSpot
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