The Future of Marketing: Five Megatrends of 2018 [Webinar] It's a brand new year and there are a million "must-do" trends floating out there. How do you know which ones will make the most impact for your organization? Ask the experts. Mathew Sweezey, Principal of Marketing Insights at Salesforce, is a household name among marketing professionals and is forever at the forefront of identifying—and educating the rest of us on—the top trends and strategies in marketing. His annual report, The Future of Marketing in 2018, just went viral on LinkedIn, and Kapost is excited to host him for an exclusive webinar to dive into his report. Watch the full webinar at http://resources.kapost.com/the-future-of-marketing-5-megatrends-of-2018.html?rs=sshare to learn more about these five marketing megatrends: 1. The future of marketing is contextual 2. Purpose is the heart of marketing 3. The future of public relations is participatory 4. Marketing automation 2.0: how to see past the walls of your MAP 5. Chatbots are here to stay The Presenters: Mathew Sweezey - Principal of Marketing Insights at Salesforce A consummate writer, he has been featured in numerous publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies (published by Wiley February 2014). Mathew speaks around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com. Paralee Walls - Director of Digital Marketing and Content Operations at Kapost An educator at heart, Paralee is dedicated to building a marketing operation that matters. That means designing digital experiences for every customer that engage, delight, and inform with the right content at right time. She is a guest lecturer for the Digital Creative Institute and General Assembly and contributor to Forbes, CMI, and Kapost's own Marketeer.

1. The Future of Marketing:
Five Megatrends of 2018
Kapost webinar featuring Mathew Sweezey of Salesforce

2. THE B2B MARKETING OPERATING SYSTEM © 2018
Meet the Presenters
Paralee Walls
Director of Digital Marketing & Content
Operations, Kapost
linkedin.com/in/paraleewalls
@paralee
kapost.com/resources-library
Mathew Sweezey
Principal of Marketing Insights,
Salesforce
linkedin.com/in/mathewsweezey
@msweezey
Salesforce

4. THE FOLLOWING
PRESENTATION IS
DESINGED TO OPEN YOUR
EYES TO THE LEADING
EDGE OF WHAT
MARKETING IS BECOMING,
AND WHY…
@msweezey

6. HOLISTIC Experience is the goal
Not products
-Joe Pine
E X P E R I E N C E S
A R E T H E
H I G H E S T
E C O N O M I C
V A L U E A F I R M
C A N
P R O D U C E .
“
- JOE PINE II

7. Think about it…..

8. -MathewSweezey
Starbucks doesn’t
market coffee.
They market the
experience.

9. Yet, China is their 2nd
largest market with
2,600+
locations
@msweezey

10. Chinese only
drink 2 cups of
coffee per year
on average.
Two!
@msweezey

11. -MathewSweezey
@msweezey

12. EXPERIENCES
REPLACE THE PRODUCT
AS THE PRIMARY VALUE
DRIVER OF THE FIRM…..
@msweezey

13. MARKETING
MUST BECOME THE
OWNERS AND SUSTAINERS
OF THE EXPERIENCE
@msweezey

14. The New Age Of Infinite Media
And What It Means For Marketing
Want More?
Read this->

15. Why Now?

16. 79% OF CONSUMERS
PREFER TO PURCHASE
PRODUCTS FROM A
COMPANY THAT
OPERATES WITH A
SOCIAL PURPOSE- E c o n o m i s t P u r p o s e S t u d y 2 0 1 8 *
@msweezey

17. Cotopaxi makes and sells adventure
gear. They have built a contextual
relationship with their audience via
purpose. Here is their story.
@msweezey

18. Why Now?
@msweezey

19. @msweezey

20. Why Now?
Cotopaxi sold over $900k of this sweater in under 30 days!
They then repeated this feat a few months later with a new
backpack. All on Kickstarter and Indigogo! They followed the
market > sell > build model just like Tesla. @msweezey

21. Purpose-driven goals
also provide
additional value…

22. By matching with the
purpose of their
audience by promoting
adventure sports,
RedBull has become the
media channel of their
fans.
It is so popular, they just
inked a deal with the
Associated Press to
distribute their media
around the world. They
don’t need press; they
are the press!
@msweezey

23. Has Marketing Lost Its Way?
Want More?
Read this->

24. MARKET FIRST MODEL

30. Break your audience into
overlapping segments and
identify segments
H i l l a r y
T r u m p

31. THEN LOOK
AT EACH
SEGMENT
TO SEE THE
CATEGORIES
OF WHO
THEY “LIKE.”
THIS IS WHO
THEY LISTEN
TO MOST.
@msweezey

32. Lessons for Brands
AUDIENCE ANALYSIS WILL
TELL YOU THE STORY LINES
THAT ALREADY EXIST.
FOLLOW THOSE. DO NOT
TRY TO CREATE A NEW ONE.
1

33. 30 houIS THE TOTAL
LIFESPAN OF
CONTENT, REAL
OR FAKE

34. The problem is:
Too much content,
too little time…

35. OF PEOPLE SHARE A POST WITHOUT
READING IT.
– WASHINGTON POST
60%@msweezey

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

38. Lessons for Brands
2
ENGAGEMENT WITH
STORIES CAN EASILY
COMBAT QUALITY OF
PUBLICATIONS.
@msweezey

39. MODERN PROPAGANDA IS
PARTICIPATORY WHICH
MEANS PEOPLE HAVE TO
ENGAGE FOR IT TO WORK.
PR vs PP
@msweezey

40. Engage much?
LESS THAN 50% OF LIBERAL
MEDIA FB PAGES ALLOW USERS
TO COMMENT & POST
@msweezey

41. They do!77% OF FAR RIGHT FB PAGES
ARE COMMUNITIES AND ALLOW
FOR COMMENTING & POSTING.
@msweezey

42. Lessons for Brands
TRADITIONAL PR IS ABOUT
GETTING A MESSAGE OUT.
PP IS ABOUT DRIVING
ENGAGEMENT TO SET THE
AGENDA.3 @msweezey

43. Are we prepared for propaganda
in the digital age?
Want More?
Read This->

44. AUTOMAITON 2.0

45. IS THE TOOLSET OF THE
GROWTH HACKER…
Automation 2.0
WHERE AUTOMATION 1.0 IS THE TOOLSET OF
THE DEMAND GENERATION SPECALIST.
@msweezey

47. Automation 1.0
I S S E L F C O N TA I N E D
Automation 2.0
HA P P E NS A C R OS S A
NE T W OR K

48. Automation 1.0
Channels
• Email
• Website
Automation 1.0
Tasks
• Nurturing Emails
• Lead Scoring
• Lead Routing via Email
• Sales Notifications

49. Automation 2.0
Channels
• Any Data
• Any Channel
Automation 2.0
Tasks
• Lead Nurturing via Any
Channel
• Cross-Channel
• Engagement
• Consistent Experience
on Every Channel

50. ExamplesTHINK ABOUT THE FOLLOWING
SCENARIOS WHICH WOULD BE
VERY HARD TO CREATE JUST
WITHIN A 1.0 ENVIRONMENT.

51. CUSTOMER ISN’T
USING ALL OF
YOUR PRODUCT
SO YOU SET UP AN
AUTOMATION TO CONNECT
THE USER TO THE CRM
RECORD
THEN YOUR MA TOOL
EXECUTES A NURTURE
TO INCREASE USE
SEGMENT TRAY.IO PARDOT

52. YOU’VE SET UP A NEW
FEATURE IN YOUR
PRODUCT
SO YOU SET UP AN
AUTOMATION TO POP UP A
SURVEY ONLY TO THOSE
AFFECTED USERS WITHIN THE
APP
SURVEY TOOL RUNS
THEN PASSES DATA
BACK TO DRIVE
NEW CAMPAIGN
INTERCOM TRAY.IO PROMOTER.IO

53. NEW CAMPAIGN GOAL:
IMPROVE NPS SCORES
FINDS UESRS WITH THE LOWEST
NPS IN THE APP…
PROVIDES THEM
LIVE HELP IN
THE APP TO
IMPROVE
EXPERIENCE
AND USAGE
TRAY.IO DRIFTPROMOTER.IO

54. Automation 2.0
OPENS UP A NEW WORLD OF POSSIBLE
AUTOMATIONS FAR EXCEEDING THE
REALM OF EMAIL AND THE WEBSITE.
@msweezey

55. Want More?
Read This- > AirBnB: The Growth Story you
Didn’t Know.

57. OF CONSUMERS PREFER TO
ENGAGE VIA MESSAGING APPS!
85%@Msweezey

58. Consumer Research on
Perception of bots
@msweezey

59. Top
Issues
3 Access to information
Speed of getting information
Engagement on their terms
of Modern
Consumers

60. Chat Bots are App Killers
@msweezey

61. Case Study on Drift
@msweezey

62. On email Jay see’s
15% open and 2-4% click
Messenger 70% read, and 13% click
@msweezey

63. On email Jay see’s
15% open and 2-4% click
Messenger 70% read, and 13% click
& 5x the click-thoughs
over email.
@msweezey

64. Tip for Brands
YOU’RE GOING TO HAVE TO EXPAND
YOUR IDEA OF COMMUNICATION
PAST JUST EMAIL AND SOCIAL.
@msweezey

65. Want More?
Read this-> CHATBOT STUDY WITH CONSUMER
PERCEPTION ON HOW TO USE THEM
TO IMPROVE EXPERIENCE.

66. Conclusions…

68. WE LIVE IN A NEW
MEDIA ERA WHERE
THE CONSUMERS ARE
IN CONTROL—AND
THEY DEMAND
CONTEXT.
@msweezey

69. Why Now?

70. CONTEXT MEANS
UNDERSATNDING YOU
MUST CARE ABOUT
MORE THAN PROFIT.
@msweezey

71. MARKET FIRST MODEL

72. ENGAGEMENT IS
MORE POWERFUL
THAN PUBLICATION.
@msweezey

73. AUTOMAITON 2.0

74. ENGAGEMENT NOW
HAPPENS ON MORE
CHANNELS THAN
YOUR CURRENT TOOL
SET CAN HANDLE.
@msweezey

76. CHAT BOTS ARE A
GREAT EXAMPLE OF
HOW CONSUMERS
WANT TO BE ENGAGED
IN THE NEW ERA.
@msweezey

77. THE B2B MARKETING OPERATING SYSTEM © 2018
Thank You!