1.
Succeeding
in
the
Infinite
Future
​ Mathew
Sweezey
​ Principal
of
Marke;ng
Insights,
Salesforce
​ msweezey@salesforce.com
​ @msweezey
​
How
to
systema;cally
rise
above
the
noise
to
build
a
sustainable
and
scalable
marke;ng
founda;on
for
the
“Always
on
Consumer”.

2.
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3.
@msweezey
This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to twitter under
@msweezey.
This presentation is compliments of Salesforce.com.

4.
What is the biggest problem
marketers face?
#1 New Business Development
We asked 5000 B2B and B2C marketers this question:
They said: (http://www.salesforce.com/research)
Q
A #2 Quality of leads
#3 Keeping up with trends

5.
What is the biggest problem
marketers face?
We asked 5000 B2B and B2C marketers this question:
Q
A
How do we drive business amidst
an entirely new consumer
landscape?

6.
Industrial
Revolution
Taught us marketing was a by product of production, and
the businesses had complete control of information about
products, and the buying process. There were only 5
media channels.

7.
Limitless
Channels
There are currently 200+ channels, and Gartner
predicted in 2014 that by 2017 the CMO would
have the largest IT budget in the company,
taking it away from the CIO.

8.
Media
Ubiquity
More people in the world have access to a mobile
phone than have access to clean drinking water or
electricity. The effects of this are only now beginning
to be fully understood.

9.
Limitless
Media
On average there are 1,500 posts waiting for you on
Facebook, and on average you check Facebook 17
times per day (Ages 35-49). You also have 7.4 social
channels on average.

10.
Limitless Media
Is very different
This is over 12 hours per day, across
multiple screens. Tangling up work life,
personal life, and everything else together.

11.
CNN reports there will be 50 Billion connected devices by the
year 2020. That would mean devices out number people 7 to 1.
Each device can create, distribute, and consume content as well,
making them the largest creators of noise.
Internet of
Things

12.
He Proved Media
Consumption Changes
Human Actions
Marshall McLuhan denotes how
media has changed every society in
his foundation text “Gutenberg
Galaxy”. Campaigns have not caught
up to the modern human, or how we
use media.
“For Richard Nixon to win the
presidency he must lose 10
pounds.”
-­‐Marshall
McLuhan

13.
“A” or “B”
How do you manage your email in box?

14.
“We now disqualify
before we qualify”
We are faced with so much content we now disqualify content before we
even begin to qualify it. This is a technique we learned on our own
(heuristic) and use it as the standard way we now filter large sets of
data.

15.
Attention
Spans
The average human based on a Microsoft study in
2013 has an average attention span of 8 seconds. This
does not mean make “Snack-able Content”. This
means you must deliver value faster.
NINE SECONDS
Goldfish
have
an
a3en4on
span
of

16.
Buyers
harness
more
power
when
they
do
a
single
Google
search
than
all
of
NASA
had
in
1969
to
land
a
man
on
the
moon.
Anything
can
be
found
in
an
instant,
and
if
it’s
not
they
they
leave.
INSTANT
RESULTS
80%
Bounce Rate
On visits from Adwords
71%
Have been
Disappointed by content
25%
Will never re-engage
If disappointed once
1.70
Page views
Per visit to your site

17.
Why should you even care about this.
You already have social media. You
already do content marketing. You’ve
read the latest blog post from the experts,
and do lead nurturing. Why should you
care?
Why Care?

18.
Our systems
Don’t work
For every 100 leads an aveerage
company generates they close .7 of them
into actual business.
1.5
Forester estimates for every
100 leads a B2B company
generates, best in class only
converts 1.5 into revenue.

19.
Production, Technology, Distribution, and Reach are all
democratized making the relationship you have with
your consumer the only sustainable competitive
advantage.
Large Scale
Failure
of Fortune 500 companies
are removed from the list in
Last decade (2004-2015)1/3

20.
Content product is the largest single item in a marketing
budget at 16% of the total budget. This is a result of the
modern buyer and the marketer owing 80% of the sales
cycle by 2020.
Massive
Inefficiencies
Of content a
business creates
never gets utilized.70%

21.
We are
here
You must understand we are in a time of radical
change, and only changing radically can we
succeed, and become extinct.
In assessing the blame for the failure of good
companies, the distinction is sometimes made
between innovations requiring very different
technological capabilities, that is, so called radical
change, and those that build upon well-practiced
technological capabilities, often called incremental
innovations.
-­‐Clayton
M.
Christensen,
The
Innovators
Dilemma

22.
We need New
Systems
We need a new coherent body of
ideas or principles which take
into account the changed
environment. Not just iterations
of the old ones.

23.
These are
Not Systems
You’ll likely say, “But I’ve got social media, marketing
automation, and do content marketing. I’ve got new
systems”. You are wrong. You have new tools, and
channels. We still use your same old systems, just on
new channels.

24.
Net Positive System
01
The company must have an understanding that limitless
interactions must be controlled by a company Mindset of
positive experience, or fail at the death of departmental
campaigns.

25.
Ship My
Pants
National retailer spends millions on a campaign to get people
to shop in their stores. The campaign was based off of an
award winning tag line “Ship My Pants”. Yet it ended at very
sour experience for many.

26.
“SHIP MY PANTS”
Infinite
Media Hurts
Upon a Google search to find the local store the average
review is 2.9 out of 5. Creating a bad impression directly
following the positive impression of the “Ship My Pants”
campaign.

27.
“SHIP MY PANTS”
Net Positive
Experience
Upon going to the website to then purchase the website was
broken. This now has created a “NET NEGATIVE” effect and
the only way to win this consumer back is to spend more
money. This is not sustainable.

28.
“It is not the height of your
highs, but the valley of your
lows which will shape your
brand”
-Andrew Davis, Author of Brandscaping
“
“

29.
This is the value of the “switching economy” this
means switching from one product to another. This
makes the economy of switching the 10th largest
economy in the world.
$1.7 Trillion

30.
Products are easily substituted.
Relationships are not.

31.
Relationships are hard to substitute! Having everyone
in your company with the same mindset is the only
sustainable way for you to proactively protect your
brand from the infinite amount of content and create a
net positive experience for every customer across all
touch points. This is why companies like AT&T give
CX a seat at the Executive Table.
Customer
Experience
belongs in
the C-Suite

32.
Desirable Relationships
02
The human desire has shifted over time, yet our marketing
practices are still based on the idea of mass publication is
valuable to consumers. We must re learn what consumers
desire, and what creates a valuable relationship for them.

33.
Building relationships with
consumers inner desires is what we
should be focused on
Edward Bernay’s created Public
Relations after learning from his
uncle Sigmund Freud the power of
the unconscious mind. He create a
new form of strategic marketing
which built relationships between
products and consumers inner
desires.
Relationships focus
on Human Desire

34.
Experiences
Are Made of
“Content”
Wrote
“Permission
Based
Marke;ng”
in
1999.
The
forward
to
this
book
was
Don
Peppers
who
co-­‐authored
“The
One
to
One
Future”
wriben
in
1993.
Yet,
most
of
us
just
see
“Content”
as
something
we
create
and
mass
distribute.
“Our job is to connect with people,
and leave them better off than when
we found them”
- Seth Godin

35.
More is not
influential
There is no correlation between publishing more often and
influence the content has with in a persons life, or with the
relationship you have with the consumer. The idea of more
content is better is a total red herring.

36.
“Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities

37.
“Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities

38.
Nobody Ever Said
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
The worlds best media brands are failing. BBC laid of 500
reporters last year. Gigaom the $22 million dollar backed
media brand, who pioneered blogging closed it’s doors after
8 years in 2015. We need to be relationship brands.
Media
Brands?

39.
Path to
Purpose
Google research done in 2013 proves it is no longer a linear
journey to purchase, but rather helping consumers meet their
purpose. When you do you increase purchases by 42%.
Honest
experiences
help
them
fulfill
their
inner
desires,
and
discover
their
purpose.

40.
Their purpose’s for
engaging with
content are………

41.
Fight
Boredom
PEW research found that 51% of the time a CEO picks up their
mobile device because they are BORED. We use the internet to
fight boredom. This is the purpose at that time. It can lead to
other things via passive discovery.

42.
Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.
However the escape must be an honest, escape. It can not
be contrived by a business, but must be found by the
person.

43.
Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.

44.
Discover
Things
The top 5 websites in the world are all “Search
Engines”. We use search engines to discover things,
but actively and passively.

45.
Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet
Passive Discovery: When you scroll down in Facebook

46.
Self
Discovery
The highest form of value the internet provides
to a human is self discovery. The instant nature
to find what ever, and fulfill any purpose or
desire instantly.
“Mass
Publishing
is
the
lowest
form
of
value
the
internet
provides”
-­‐David
Weinberger
(
Co-­‐author
of
Cluetrain
Manifesto)

47.
Active
Discovery
Anytime you do a search you are engaging in “Active
Discovery” This is when you are looking, seeking, or
wanting to find a specific item. “Amazon.com strives to be
the e-commerce destination where consumers can find and discover
anything they want to buy online.” – Jeff Bezos

48.
Passive
Discovery
There is value in helping people discover
things. Amazon hires 473 “Data Scientists” to
study their conversions, and it’s effect on the
customer relationship. If they do something
look at why.

49.
Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply
engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.

50.
Mediated
Self
On average we have 7.4 social channels and project a
different self on each one. The value to us is in expressing our
being, and having that desire validate by others. The Power
of a Like!

51.
“When you see 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
“
“

52.
Modern Media
Releases Dopamine
To Be Released
Causing positive relationships, and a
Pavlovian response to engagement.
The
New
York
Times,
called
Dopamine
“The
Molecule
for
Mo4va4on”
in
their
2009
ar;cle
on
neuroscience.
hbp://
www.ny;mes.com/2009/10/27/science/27angier.html?_r=0

53.
Dynamic Relevance
03
Building a system of relevance is the only way to scale
personal relationships and create desirable experiences at
scale required across infinite channels.

54.
This Is the old way of thinking about conversion.
How do we make content, and drive people to it.
Now we take a new approach with dynamic
journeys.
Static Experiences
Follow Historical
Logic. Stop it!

55.
Single View
Of Customer
Buyers become highly fragmented beings across multiple channels.
They are always connected, and always on. The only way to reach
them is to know more about them, and understand what it takes to
really be relevant to the modern buyer.
You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver;cal.
Behavioral Data
You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver;cal.
Psychographic Data
Also
combine
with
all
other
internal
data,
created
in
a
CRM.
Internal CRM Data

56.
Authentic
Journeys
Requires you to know each and every person, and demands a system of
relevance which touches all aspects of your business. This puts the
customer success platform at the heart of your marketing efforts. Then
allows for scaling across all channels, with dynamic and predictive
personalization. Facilitating both passive, and active discovery.

57.
Companies using predicative content on
average are seeing an increase in revenue
by 15% because it help facilitate
discovery, and fulfills modern desire.
Predictive Content
Dynamic content suggests
the best next piece of
content given set algorithms
of most likely engagement.
Owned Experiences
Creating customized
experiences also needs to
happen both on your
website and via the email
content.
+15%
Revenue

58.
99% of all organisms who have
ever lived on the earth are extinct
due to environmental changes. The
modern environment has changed
the consumers desires a new type
of mediated relationship. They will
not respond to forced campaigns,
and value self discover above all
things. Creating a relationship able
to support self discovery, and
always be contextually relevant
will require a new set of marketing
systems. You only have one other
alternative. Extinction.
Raphus
cucullatus
“DoDo
Bird”
Conclusion:

59.
Thank you
Mathew
Sweezey
Principal
of
Marke;ng
Insights,
Salesforce
msweezey@salesforce.com
@msweezey