Date post: | 09-May-2015 |
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Education |
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MARKETING AS A MINDSET
Not a DEPARTMENT
Mar 1
6th B2
BRISI
NG CA
ROLIN
A
Marketing Author: Marketing Automation For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey” @msweezey
A
THINGS/HAVE/CHANGED
Consumers
NASA MORE POWER IN A GOOGLE
SEARCH, THAN ALL OF NASA
HAD TO PUT A MAN ON THE
MOON @msweezey
12
HOURS PER DAY INFRONT OF A SCREEN
@msweezey
MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICITY OR CLEAN DRINKING WATER
24/7
@msweezey
THINGS/HAVE/CHANGED
AMarketing
MARKETING
“MASS MARKETING”
“RAPPORT BUILDING”
Marketing Sales
2/3
@msweezey
CONTENT GETS BUYERS
THROUGH BUYING CYCLE
Marketing “2/3”
Sales
@msweezey
“RAPPORT BUILDING”
“INBOUND MARKETING”
ABM
@msweezey
FOCUS ON COLLECTIVE
ACCOUNT BASED MARKETING
MARKETING AUTOMATION
@msweezey
53% of B2B Fortune 500
86% of B2B SaaS Companies
RE:
@msweezey
FOCUS ON INDIVIDUAL
COOKIE BASED RE MARKETING
THINGS/HAVE/CHANGED
AChannels
1960 !5 marketing
Channels 2013!
60+ marketing Channels
2020!100’s of
marketing Channels
Radi
o Te
levisi
on
Dire
ct M
ail
Fax
Telem
arke
ting
Inte
rnet
Em
ail
Face
book
@msweezey
2017
UNLIMITED >< BI DIRECTIONAL
WWW
@msweezey
LIVES FOREVER / TRUSTED
WWW
@msweezey
EXPERIENCE = PERCEPTION
WWW
@msweezey
IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
EXPERIENCE WINS by 2X
@msweezey
THINGS/HAVE/CHANGED
ACosts
294 Billion Emails
2 Million Blog Posts
400Million Tweets
PER DAY @msweezey
“CREATIVE” HEAD COUNT + BUDGET
+ TIME = CREATIVE @msweezey
THINGS/HAVE/CHANGED
ATools
EMAIL WWW SEO SOCIAL/MOBILE SOCIAL AUTOMATION CX
DEMAND GENERATION TOOLS OVER 20 YEARS
Mind
set
A BETTER WAY
AMindset
“MINDSET” Leveraging each interaction with
your company to reach a net positive gain in rapport.
BRANDING Branding is only owned by
Marketing.
HEIARCHY OF DEMAND GENERATION
COMPANY MINDSET BASIC CAMPAIGNS
AUTOMATIONS
SKUNK
@msweezey
“SHIP MY PANTS”
+10 = Great Campaign
BAD EXPERIENCE
BAD EXPERIENCE
THE NOISE
+5 -10 +15 -10
+5 -20
WWW
+5 +5 0 +5
+15 +5
The only way to systematically RISE ABOVE THE Noise is to remove the volatility
IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
EXPERIENCE COSTS LESS
@msweezey
REMOVE VOLATILITY WITH AMindset
DNA 1: 2: 3:
What do we value in a customer?
What do we value in a employee?
What do we consider success?
@msweezey
MANAGED Must have ability to manage
360 degree experience for leads/customers. This
includes UX, CX, Support, and Marketing.
EMPOWER
CASE STUDY • NO VC MONEY • 1/10 sales staff • 1 marketer (until 2011) • 1/20 marketing budget
#WINNING • 70% win rate • Goodwill – (nice guys don’t come in
last when social media is involved)
• Single Digit Churn @msweezey
• Positive • Self Starting
• Supportive @msweezey
Our Values
• Best place to be a customer • Best place to work
@msweezey
Our Mindset
IMPRESSIONS / EXPERIENCES
A B
Received a $50 gift card and a thank you via email.
Received a personal phone call, and no money.
MINDSET IS POWERFUL
@msweezey
MINDSET IS HOLISTIC
@msweezey
MINDSET IS SUSTAINABLE
@msweezey
BAD EXPERIENCES
Questions? @msweezey #leadlovedenver