Future of Marketing - Keynote Brandemonium 2018

Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
Marketing Automation for
Dummies
-Wiley (2013)
Context Revolution
-Harvard Business Press (2019)
@msweezey

THE LIMITED
MEDIA ERA
1 9 0 0 - 2 0 0 9
• Limited creation of media
• Limited distribution of media
• Limited access
All of our ideas of what marketing is and how it operates were formed in this era.
2 0 0 91 9 0 0

THE INFINITE
MEDIA ERA
2 0 0 9 - ? ?
THE CONSUMERS ARE NOW IN CONTROL OF THE MEDIA
OUR IDEA OF MARKETING WAS CREATED
DURRING THIS LIMITED ERA
n o w
• Infinite creation of media
• Infinite distribution of media
• Infinite access

IT’S NOT JUST MORE - IT’S NEW
• 70% OF NOISE IS CONSUMER GENERATED
• 500 MPD
2018 - NOISE
• ALL BUSINESS GENERATED
• 50 MPD
1970 - NOISE

MARKETING CREATES MESSAGES TO TELL
THE WORLD ABOUT THE PRODUCTS.
OLD IDEA

MARKETING CREATES EXPERIENCES
FOCUSED ON A SHARED PASSION.
INFNITE ERA

A FOCUS ON
‘THE EXPERIENCE’
IS A KEY TRAIT OF ALL HIGH
PERFORMING MARKETING
ORGINIZATIONS
@msweezey

HIGH PERFORMERSA R E
96.3XM O R E L I K E L Y T O B E B E A T I N G
T H E I R D I R E C T C O M P E T I T I O N
- S A L E S F O R C E R E S A E R C H O F 7 , 5 0 0 B U S I N E S S

Isn’t what you say.
It is the the sum of
all experiences.
@msweezey
BRAND

PURPOSE
DRIVEN
BRANDS
OUT PERFORM
THEIR DIRECT
COMPETITION BY
@msweezey
2X- 2017 STATE OF MARKETING – SALESFORCE RESEARCH

CSR = CORPORATE SOCIAL RESPONSABILITY
@msweezey
• HABITAT FOR HUMANITY BUILDS
• DONATIONS TO CHARITY
• VOUNTEER WORK
• CHARITY OF ANY KIND
ACCOMPLISHES PR GOALS AND CULTURE GOALS NOT
MARKETING GOALS

PURPOSE =
@msweezey
• ALWAYS – Inspire confidence in women
• PATAGONIA – Sustainable products
• TESLA – Get the world off of fossil fuels
• SALESFORCE – To be a platform for change for all stake holders
PUROSE ACCOMPLISHES MARKETING GOALS
SHARED ACTIONS FOCUED
ON SHARED PASSION

PURPOSE DRIVE APPROACH TO THE
AUDIENCE EXPERINCE
• AT SALESFORCE - OUR AUDIENCE ARE PEOPLE WHO WANT TO
GROW THEIR BUSINESS.
• FOCUSING IN ON THIS SHARED PASSION OF PERSONAL AND
PROFESSIONAL GROWTH DRIVES SERIOUS MARKETING
RESULTS
@msweezey

BY HELPING OUR
AUDIENCE FULFILL THEIR
GOALS THEY SHARE OUR
BRAND WITH OTHERS.
THEN THOSE WHO ARE
SUPER ACTIVE – ‘MVP
STATUS’ BECOME BRAND
EXTENDERS
NOTICED THIS LINKEDIN POST
@msweezey

CUSTOMERS WHO JOIN THE COMMUNITY
@msweezey
PURCHASE 2X MORE
STAY CUSTOMERS 4X LONGER
DRIVING SERIOUS REVENUE IMPACTS BY
FOCUSING IN ON SHARED PASSIONS

PROPAGANDA IS THE
PROVENANCE OF PR

EDWARD
BERNAYS
CREATES THE FIELD OF
PUBLIC RELATIONS IN
1917
FUN FACT: HIS UNCLE IS
SIGMUND FREUD
@msweezey

But that was 1917….
In a limited media era…what happens now?
@msweezey

PARTICIPATORY
PROPAGANDA
IS WHAT
WORKS IN THE
INFINITE MEDIA
ERA
Alicia Wanless
“
@msweezey

PARTICIPATION IS MORE
IMPORTANT FOR
CONTROLLING NARRATIVE
THAN PUBLICATION
@msweezey

The #1 SERP for
“Election Results”
was Fake news!

HOW DID A
WORDPRESS.COM SITE
HACK THE BIGGEST NEWS
STORY OF THE DECADE?
@msweezey

This fake news story on
70news.wordpress.com has
123 domains with over 331
back links, and over 400k
social shares.
CNN.com electin results official
page only has 325 back links,
and 40k social shares.
PARTICIPATION
@msweezey

@msweezey
THEY DROVE 10X THE
ENGAGEMENT AS CNN

@msweezey
MODERN PR IS
PARTICIPATORY
PEOPLE HAVE TO ENGAGE
FOR IT TO WORK.

@msweezey
NARRATIVE
CONTROL
MEANS CONTROLING THE
ANSWERS THEY FIND WHEN
THEY ASK THEM.

“Best Toothbrush”
Search's are up 100%
from 2016-2017.
@msweezey

Consumer Research on
Perception of bots
@msweezey

CONSUMER BELIEVE
CHATBOTS TO BE
BETTER THAN EMAIL,
APPS, OR PHONE
CALL TO ANSWER
SIMPLE QUESTIONS.
- STATE OF CHATBOTS 2018
@msweezey

W H A T I F Y O U
K I L L E D F O R M S ?

#1 sources of qualified opportunities for
Segment.io.
5X Increase in engagement
2X Increase in conversations

WEBSITES
WILL BE
GONE IN A
DECADE.
CONVERSATIONAL
INTERFACES. LIKE
THIS ONE FROM K2
BANK.
CHATBOTS ARE
THE BEGINNING.
@msweezey

70%
39%
59%
39%
39%
Digital Marketing Spend
Traditional Marketing Spend
Marketing tools and technology
Marketing consulting
Marketing headcount
WHERE HIGH PERFORMERS PLAN TO INCREASE SPENDING
Source: Salesforce State of Marketing Report @msweezey

H I G H P E R F O R M I N G
M A R K E T I N G B U D G E T S
W I L L D O U B L E I N
1.8 YEARS
@msweezey

MAINTAIN
BRANDING
15% HEADCOUNT
80% PROGRAMS
5 % TECH + OTHER
2-6% GR
AVERAGE
BUDGET
FAST
GROWTH
25% HEADCOUNT
65% PROGRAMS
10% TECH + OTHER
7-12% GR
30% HEADCOUNT
55% PROGRAMS
15% TECH + OTHER
13-30%
*GROSS REVENUE *GROSS REVENUE *PROJECTED REVENUE
@msweezey

T H E F U T U R E I S N ’ T J U S T
A B O U T N E W M A R K E T I N G
T A C T I C S , I T ’ S A L S O N E W
WAYS O F WO R K I N G
@msweezey

H I G H P E R F O R M E R S
A R E T E N T I M E S M O R E
L I K E L Y T O U S E A G I L E
M E T H O D S
10X
@msweezey

AG I L E = T H E M O D E R N
P R O D U C T I O N M E T H O D
@msweezey

Of marketers say it
takes 2-5 weeks to
create a piece of
content.
42%
Of marketers say it takes
more than 7 weeks to
create a piece of content.
1/31
http://www.techvalidate.com/bl
og/2013-content-marketing-
research-time-spent-creating-
content-2892
@msweezey

3 P R O D U C T S
3 B U Y E R P E R S O N A S
3 S TAG E S I N T H E C YC L E
2 7 P I E C E S O F C O N T E N T
@msweezey

2 7 P I E C E S O F
C O N T E N T
AT 2 W E E K S
P E R P I E C E WEEKS
54
@msweezey

U S E R S T O R I E S
T E S TR E V I E W
E X E C U T E
AGILE PROCESS
@msweezey

USER STORIES
1 . W H A T Q U E S T I O N S A R E T H E Y A S K I N G
2 . W H E N / W H E R E A R E T H E Y A S K I N G T H O S E
Q U E S T I O N S
3 . W H A T E X P E R I E N C E S A R E Y O U R S
C O M P E T I N G W I T H
@msweezey

John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
AGILE TES T
@msweezey

REVIEW
1 . W H A T W E R E Y O U L O O K I N G F O R ?
2 . D I D I T M E E T Y O U R E X P E C T A T I O N S ?
3 . H A V E Y O U F O U N D B E T T E R ?
@msweezey

H I G H P E R F O R M E R S A R E
17X BETTER
A T C O L L A B O R A T I O N
A C R O S S
T H E C U S T O M E R
L I F E C Y C L E
@msweezey

C H I E F E X P E R I E N C E O F F I C E R
CXO
T H E I R G O A L I S T O B U I L D A
B R I D G E B E T W E E N A L L
D E P A R T M E N T S
@msweezey

JCrew just hired
this guy as their
CXO. He will
report to the
CEO.
Prior to that he
lead Starbucks
digital efforts!

C O L L A B O R AT I O N I S T H E
K E Y T O C O N N E C T E D
E X P E R I E N C E S
“
@msweezey

IT’S NOT JUST MORE - IT’S NEW
• 70% OF NOISE IS CONSUMER GENERATED
• 500 MPD
2018 - NOISE
• ALL BUSINESS GENERATED
• 50 MPD
1970 - NOISE
@msweezey

IN THE NEW ERA
PARTICIPATION TRUMPS
PUBLICATION
@msweezey

H I G H P E R F O R M E R S
A R E T E N T I M E S
M O R E L I K E L Y T O
U S E A G I L E
M E T H O D S
10X
@msweezey

Future of Marketing - Keynote Brandemonium 2018

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Future of Marketing - Keynote Brandemonium 2018