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There was more content created online in the last two years than was created in all of the prior 2000 years. Every conversation, tweet, and piece of content is a part of your brand image, and impacts a prospect’s experience with your brand.
The future success of your brand relies on you being able to provide and manage a positive experience across over 60+ marketing channels, 24 hours a day. Simple branding no longer works; the only sustainable way to consistently provide a positive experience to your prospects is by understanding Mindset.
Salesforce.com’s Mathew Sweezey explains why the modern digital landscape has killed the traditional concept of branding, and why Mindset is your only hope for building a consistent brand in the future.
Mathew Sweezey is the Head of B2B Marketing Thought Leadership for 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.
12. @msweezey!
0control!
Consumers interact with each other without the
brands involvement on these channels.
-the interactions are searchable
-they are based off of the experiences they have with your company, not
your marketing department. Think post sales demo, product experience,
reviews of your service team, etc.
-they live for ever
13. @msweezey!
Branding: !
!How marketing
portrays the company.
• Not sustainable when content is
created by consumers
• Not possible by a single department
• Does not scale with the amount of
interactions in a digital landscape
14. @msweezey!
Your boss says to help over
come volatility, and create a
better brand we just need to be
more “Creative”
15. @msweezey!
TIME + TALENT + RESOURCES!
EQUATION FOR CREATVITY!
Creativity is not scalable because it is
looking at marketing as a single department
rather than a function of all business
interactions. It also is very costly, and takes
time.
21. @msweezey!
How do we create positive
experiences which are scalable,
live 24/7, and come from all
departments
22. @msweezey!
Mindset: !
!Creating a net positive
interactions at all
times
• Part of everyone’s job
• 100% scalable
• Creates lasting positive digital
experiences demonstrating the
brand experience
• Cost effective
24. @msweezey!
B2C Example: National Retailer
A B
Received a $50
gift card and a
thank you via
email.
Received a
personal phone
call and no money.
CASE STUDY: What is the power of experience versus a marketing
impression
25. @msweezey!
2X
B2C Example: National Retailer
The group who
received the personal
phone call were 2x
more likely to buy
again compared to
the group who were
given an email with
$50 in it.
CASE STUDY: What is the power of experience versus a marketing
impression
28. @msweezey!
B2B Example: SaaS software
A B
• 30 sales people
• Team of marketers
• Name recognition
• Venture Backed
CASE STUDY: How David slayed the Goliath in the industry with zero
dollars, and 1/10 of the sales staff. Both companies start at the same time.
• 3 sales people
• 1 marketer
• No Name recognition
• NO VC money
29. @msweezey!
B2B Example: SaaS software
B
CASE STUDY: How David slayed the Goliath in the industry with zero
dollars, and 1/10 of the sales staff
• 70% win rate against “A”
• Builds reputation as “best to
work with”
• Able to leverage bad social
media against company “A” to
counter “Branding”
• Ends up being sold as apart of a
$2.5 billion dollar exit within 7
years
33. @msweezey!
Alignment: !
1. What do we value in a customer !
2. What do we value in an employee !
3. What do we call success!
Every person in your organization must
be able to answer all three of these
questions the same.
35. @msweezey!
Tactical: !Here are some ways to see it tactically
working
Pick up a phone and call prospects to see
what they thought of the content they
engaged with.
36. @msweezey!
Tactical: !Be diligent with your hiring
Set up a culture team. Use the canoe test.
If you can’t see your self going down a
river with this person and having a good
time. Don’t hire them. Bad hires do things
which end up online.
37. @msweezey!
Tactical: !Protect your people
Service, Sales, and Support have lots of
interactions with both prospects and
customers. Empower them with good
culture, and protect them from bad work
environments.
FIRE BAD CLIENTS. If clients bad mouth
your support, fire them.
38. @msweezey!
0control!
Over the number of interactions in the future,
over the channels they happen on, or the
resulting experience a prospect will have with
your brand online. Mindset is the only
sustainable way to protect your image, and
create a positive experience in a digital world.