Consumer behaviors have changed drastically in the last several years. You should know; you’re likely an online consumer yourself. So you know that reaching the modern buyer can be a daunting, seemingly impossible, proposition. But it doesn’t have to be that way. Join Mathew Sweezey, Marketing Evangelist for Salesforce.com and author of Marketing Automation for Dummies, as he provides an overview of modern customer engagement and shows you how to execute on an engagement strategy that drives lasting results. During this webinar, you’ll learn: - How the modern consumer makes buying decisions - Lead nurturing best practices to increase lead flow - Social media tactics and strategies that get results - How to value and get buy-in for your efforts Mathew is the head of thought leadership for B2B marketing at Salesforce.com. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies. Mathew speaks more than 50 times per year around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com, to name a few.

1. New Rules for
Modern Customer
Engagement
-Mathew Sweezey
@msweezey

2. MARKETING
HEAD OF B2B MARKETING THOUGHT LEADERSHIP FOR SALESFORCE.COM
AUTHOR OF:
MARKETING AUTOMATIONFOR DUMMIES – 2014
M AT H E W “ S W E E Z E Y ” = @ M S W E E Z E Y

3. MY THESIS
@msweezey
“Relevance Through Research”

4. 1. WHY
2. Experience is King
3. Mindset Theory
4. Stage Based
5. Self Discovery
MODERN THEORY

6. Digital discovery
More power in a
google search, than
required to land a
man on the moon
@msweezey

7. Content ENGAGEMENT
12hrsPeople are in front of a screen for 12 hours every day
@msweezey

8. MORE PEOPLE
HAVE CELL PHONES
THAN ACCESS TO
ELECTRICTY OR
CLEAN DRINKING
WATER
@msweezey

9. Content consumption
2/3People are 63% thought their buying cycle before they talk to sales
@msweezey

10. 19605 marketing
Channels
201360+ marketing
Channels
Print
Radio
Television
DirectMail
Fax
Telemarketing
Internet
Email
Facebook
@msweezey

11. GARTNER SAYS IN
2017CMO WILL HAVE THE LARGEST BUDGET OF ANY DEPARTMENT
@msweezey

12. “TECHNOLOGY
FOLLOWS
MONEY”Print
Radio
Television
DirectMail
Fax
Telemarketing
Internet
Email
Facebook
@msweezey

13. UNLIMITED &
CONSUMER DRIVEN
@msweezey
FUTURE CHANNELS ARE

14. CONSUMERS ARE
EDUCATING CONSUMERS
@msweezey
EXPERIENCE IS PERCEPTION

15. UNMANAGEABLE BY A SINGLE DEPARTMENT
24/7 MARKETING
EXPERIENCE IS KEY
INCREASED DIGITAL ENGAGEMENT
PROBLEMS FACING MARKETERS
RESEARCH DONE BY @msweezey

17. IMPRESSIONS ARE
CRAPEXPERIENCE IS THE FUTURE TO YOUR CUSTOMER’S HEART
@msweezey

18. @msweezey
IMPRESSIONS / EXPERIENCES
A B
Received a $50
gift card and a
thank you via
email.
Received a personal
phone call and no
money.

19. @msweezey
IMPRESSIONS EXPERIENCES
A B
Received a $50
gift card and a
thank you via
email.
Received a personal
phone call and no
money.
2xMore likely
To buy again

20. CONTENT
ISN’T KING
GET IT OR
DIE TRYING

21. EFFECT OF BAD EXPERIENCE
1/4Of buyers say if they are disappointed with your content
They will never read content from you again
RESEARCH DONE BY @msweezey

22. HOW DO
YOU MANAGE
CONSUMER
PERCEPTION

24. IS Unsustainable
24/7The only way to be sustainable and create net positive interactions
Is to have a marketing mindset in your organization
@msweezey

25. EVERY INTERACTION
ENDS UP ONLINE
CONSUMERS ARE
EDUCATING CONSUMERS
@msweezey

26. “SHIP MY PANTS”

27. “SHIP MY PANTS”

28. “SHIP MY PANTS”

29. @msweezey
VOLATILITY
+5
-10
+15
-10
+5
-20

30. @msweezey
SPEND MORE MONEY
HOW TO SOLVE VOLATILITY
WE ASK FOR MORE BUDGET

31. @msweezey
BE MORE CREATIVE
HOW TO SOLVE VOLATILITY
OUR BOSSES SAY

32. @msweezey
TIME + TALENT + RESOURCES
EQUATION FOR CREATVITY
IT IS NOT FREE – OR MAGIC

33. @msweezey
EVERY INTERACTION IS SHAREABLE
EVERYONE IS A MARKETER
EVERY INTERACTION IS SEARCHABLE
EVERY INTERACTION IS PERCEPTION

34. WHICH COMPANIES
ARE BEST AT MINDSET?
THOSE WITH THE
BEST CULTURES
@msweezey

36. HERE ARE THE DEETS
HOW TO BE RELEVANT
I surveyed 400 B2B Buyers
TIP: READ “THE FUTURE OF 1 to 1, by PEPPERS AND RODGERS

37. ESCAPE
WHY DO YOU ENGAGE
LEARN
RESEARCH
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.
People wanting to research will dedicate time to search,
learn, and solve. They are looking for content to help them
solve for a problem. Shows sales readiness
People wanting to learn are looking on ways to do their job better. This
can also take place during an escape. May be an early sign of sales
readiness if they move to research.

38. HOW DO YOU ENGAGE
Daily content consumption. Usually is Learn, and
Escape. Happens across all media channels.
How we engage with Research content.

39. 77% want staged content
Because Google allows for a consumer to find
highly relevant and specific information, they
require it to fit ONLY what they are looking for at
the time.

40. CONSUMERS RETURN TO
GOOGLE 2-3 TIMES TO
RESEARCH A B2B PURCHASE
THEIR SEARCH TERMS
CHANGE EACH TIME AS WELL

41. It’s ability to teach: 42% of people say the ability of
a piece of content to teach them something is a significant factor
affecting it’s authenticity
The tone: 42% of people say the tone of a piece has a
significant affect on their view of it being authentic
The look/presentation: 44% of people say the
look/presentation of a piece of content has a significant affect on
their view of it being authentic.
HOW YOU SAY IT COUNTS

43. “SELF DISCOVERY will
always be the NEW BLACK”
Marty Weintraub/ author - speaker

44. GOOD EXAMPLEHOW SELF DISCOVERY IS HELPING INTEL
PAID FOR BY
INTEL BUT
PUBLISHED BY
MASHABLE

45. What is helpful will depend on
the channel you are using. For
Facebook a consumer wants to
escape. This content to the left
is “helpful” because it allows
me to further my interest in
discovering new things. So it is
helpful to me in this regard.
REMEMBER

46. BAD EXAMPLEBOTH PAID – BUT ONE HAS HIGHER CONVERSION & ENGAGEMENT
YOU ARE MORE
LIKELY TO SURVIVE
A PLANE CRASH
THAN CLICK THESE

47. CONCLUSIONS
• EXPERIENCE IS THE MODERN FOCUS
• MINDSET IS HOW YOU MANAGE
• STAGES ARE HOW YOU EXECUTE
• SOCIAL MEANS “Self Discovery”

48. QUESTIONS
• WHAT IS A GRIT?
• WHAT BEER DO YOU BREW?
• WHAT’S YOUR ASTROLOGICAL SIGN?
• LENGTH OF TIME TO RUN A
CAMPAIGN?
ALSO REACH ME AT @MSWEEZEY