Why Your Content Is Failing You, and How to Fix it

B y M a t h e w

S w e e z e y

@ m s w e e z e y

@msweezey

ABOUT ME Mathew Sweezey

Principal of Marketing Insights Salesforce

Author of

•  Marketing Automation for Dummies (2013)

•  Context Revolution (2017)

WHITEPAPER STRATEGY

EXECUTION

DISTRIBUTION

FOLLOWUP

SOCIAL

EMAIL

DELIVERY TECHNOLOGY TACTICS

CONTENT CONTENT MARKETING

WEBINAR

SOCIALPOST

BLOGPOST

ONEPAGER

PITCHDECK

High and low performers use the same tactics, but high performers

see 2x-3x the value. “

@msweezey

High performers New research to show what a high performer is

New research on

who

@msweezey

WHAT IS A HIGH PERFOMER

@msweezey

THOSE BUSINESSES WHO COMPARE THEIR OVERALL BUSINESS PERFOMRMANCE MUCH STRONGER THAN THEIR DIRECT COMPETITION.

HIGH PERFOMERERS HAVE BETTER OUTCOMES

@msweezey

Underperformers

19%

High performers

19%

Moderate performers

62%

are “slightly or not at all satisfied” with the current outcomes realized as a direct result of their company’s marketing investment

are “extremely satisfied” with the current outcomes realized as a direct result of their company’s

marketing investment

are “very or moderately satisfied” with the current outcomes

realized as a direct result of their company’s marketing investment

EXECUTIVE BUY IN HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES

NUMBRER ONE TRAIT

82% OF HIGH PERFORMERS HAVE FULL EXECUTIVE BUY IN

@msweezey

They must buy into a new idea of marketing. Not just that they need

more marketing. “@msweezey

human centered

GET PAST THE IDEA THAT YOUR DEMOGRAPHIC WILL ONLY ACCEPT STIFF, AND BORING.

TAULIA SAID

F^CK IT!THEY SELL TO THE CFO’S OF FORTUNE 50 COMPANIES.

@msweezey

Compare campaigns

Conversions: Taulia displayed a form at the end of each video, both ones with humor and ones with out. They are able to show the conversions the increase reach is able to drive. In their case 67% of all video’s using comedy drove a form completion at the end of the video.

T I P S F O R E X E C S U P P O R T

Track influence

45% of all customers have watched 1 video, a n d t h e y h a v e i n f l u e n c e d o v e r $ 1 0 0 m i l l i o n d o l l a r s i n p i p e l i n e .

T I P S F O R E X E C S U P P O R T

Results: It has driven a 28% increase in website visits and 25% more completed “Contact Us” forms.

@msweezey

Side benefit: Taulia's marketing is 4 years old with 12 team members. They have had zero voluntary turn over during that time.

@msweezey

ADVICE FROM TAULIA ON USING HUMOR

DON’T NAME YOUR FIRST CAMAIGN “F’CK IT”

@msweezey

budgets This has a ton to do with what you can do

Dollar, dollar bills, y’all

Where are high performing budgets going

@msweezey

With out executive buy in there is no way you will have a best in class budget.

70%

39%

59%

39%

39%

Digital Marketing Spend

Traditional Marketing Spend

Marketing tools and technology

Marketing consulting

Marketing headcount

Increase in Spending

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 60% programs 10% tech + other

13-30% PR *Grossrevenue *Grossrevenue *Projectedrevenue

How to go from established to market leader

exacttarget Cmo, TIM KOPP

Step 1: Double the budget to pay for new mega marketing hits, sff & connections.

@msweezey

Results: •  100k+ downloads. •  Content marketing program of

the year 2012/2013 - cmi @msweezey

CNX 16’ Results: 5k+ marketers joined us 75k+ watched it live online $200M+ pipeline influenced

@msweezey

technology What are the high performers using

All the cool toys

High performers

use12 Tools on average

@msweezey

@msweezey

56%

57%

61%

48%

49%

51%

28%

21%

18%

18%

21%

17%

12%

5%

4%

5%

11%

4%

Marketing analytics

Web personalization

Emerging technology (e.g., wearables, IoT)

Social listening tools

Marketing automation

Guided selling

Percentage who currently use extensively

High Performers

Moderate Performers

Underperformers

High performers are 19x more likely to be able to create a single

customer view. “

@msweezey

abm: 52% of high performers use abm, where only 6% of underperformers use it.

@msweezey

Web personalization: 57% of high performers use web personalization, where only 5% of underperformers use it.

@msweezey

They use ABM to change the headline and the image to match to different target

industries.

They use Marketing

Automation to nurture each

persons interest

They use high end analytics to track the website

overall performance.

NEW OPPS WITH 1/6 OF THEIR

TARGET ACCOUNTS IN 5 MONTHS =

$47M in pipeline

agile production Agile is more than just a buzz word

The modern building process

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.

1/3

1hGp://www.techvalidate.com/blog/2013-content-markeXng-research-Xme-spent-creaXng-content-2892

52% OF HIGH PERFORMERS use agile methods.

@msweezey

Agile is the modern production method. “

@msweezey

(speaking note: drop the mic here)

Agile structure & Agile process

*These can operate independent of each other

Capital one

T h e y w e n t f r o m 0 t o t h e 10th largest bank in the us In just 25 years. They did this By being a tech first company.

W h a t ’ s i n y o u r w a l l e t ?

It began with an idea…..... If agile works in every other department where we have waterfall like processes could it be used in marketing as well to improve production? BUSINESS GOAL : BE MORE ADAPTAIVE AS A CULTURE

We burned the boats, there is no going back. “

@msweezey

Executive management at capital one on move to agile in marketing department

How they did it They created 12 pods in a team of 140 marketers. They only converted workflows and teams which easily fit into an agile framework. This was about 1/3 of the total 140. They had 2 people in charge of the test who were from the IT side who were familiar with agile and basic marketing ideas. They were there to help set up the structure and ensure success of the program.

@msweezey

AGILE Structure

PODSPODS PODSPODS

SHAREDRESOURCES

ACCOUNTABLEEXECUTIVE ACCOUNTABLEEXECUTIVE

@msweezey

POD MAKE UP

COPYWRITER

ARTDIRECTOR COODINATORGRAPHIC

ARTIST

BUSINESSANALYST/DATAANALYST

PRODUCTOWNER/PRODUCTMANAGER

@msweezey

AGILE PROCESS

1.  BUSINESS GOAL – AE 2.  OUTLINE THE PLAN - PM/PO 3.  PUT ON BACKLOG – PM/PO 4.  BREAK UP TASKS / SET COMMITS- POD

5.  FINISH Sprint DO ‘RETROSPECTIVE’ – POD 6.  Constantly MEASURE – BA 7.  RE SET BACKLOG BASED ON DATA – BA/PO

WANTTOREADMOREONAGILEPROCESS:hGp://www.slideshare.net/MathewSweezey/the-x-factor-the-secret-to-beGer-content-markeXng

IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET. “

@msweezey

HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES

Tactics Agile is more than just a buzz word

The modern building process

social media

marketing This is how to use social to smash it and drive serious lead gen.

Organic reach on social media is 2-4%. This is

because they are now a pay to play model. $$

@msweezey

Volvo Construction dealers sell $100 million dollars worth of new and used equipment each year with Facebook.

@msweezey

Paid SOCIAL + email

YOUREMAILDATABASE

UPLOADTOFACEBOOK/TWITTER

DISPLAYADSTOTHOSEEMAILS+

LOOK-A-LIKES

WHEN A SOCIAL AD AND EMAIL ARE BOTH SENT TO A PERSON THE TOTAL

NET EFFECT IS A 22% INCREASE IN ENGAGEMENT OVER EITHER BY

THEMSELVES

22@msweezey

P E R C E N T

Dynamic Content Delivery

THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.

We looked at 1 million visitor sessions across

hundreds of sites, the Average page views per

session 1.7

@msweezey

Zero click site DEMANDBASE SAW LEAD FLOW INCRASE BY 400% WHEN THEY DYNAMICALLY CHANED THE CONTENT BASED ON IP ADDRESSES OF VISITORS.

@msweezey

NURTURING IS’NT EMAIL MARKETING

THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.

INCREASED Lead flow

BY 16x @msweezey

LEAD GEN NURTURING’S REAL GOAL

MOVE TO NEXT STAGEY O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y

@msweezey

Example\

The first call to action is relevant to them at the moment.

Secondary call to action is for the next stage in the

buying cycle.

John, I thought you’d like these 10 tips on nurturing. It was written by Trulia, one of our clients. Also if you’re looking for some research reports on marketing automation here’s the Gartner Magic Quadrant. Best, Mathew

@msweezey

modern email Design

STOP HTMLIt doesn’t belong in nurturing emails, and let me prove to you why

@msweezey

Our job isn’t to be pretty. It’s to be effective. “

@msweezey

RICH TEXT is authentic I can not hand code HTML

and never have. So if I sign an email which is fully

formatted HTML it’s obviously an automated

email.

RICH TEXT is how humans write emails to each other. Short, to the point, and with

out formatting.

John, I didn’t know if you follow @jaybaer. He’s talking a lot about content these days. Check him out! best, Mat

@msweezey

1 5 t h l a r g e s t b a n k I n t h e U N I T E D S TA T E S D I D A S I D E B Y S I D E w i t h H T M L v R I C H - >

INCREASED ENGAGEMENT

BY 4x @msweezey

Outside The content

box THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.

@msweezey

Helpthemgrowtheirnetwork.Thisisoneofthethingstheyfindvaluein.

conclusions •  Get your executive team to buy into the new idea of marketing, or find a new job. •  Creating a better team with agile work flows, and creative freedom will keep your

best people. •  Agile is the only way to keep up with the content demands of the modern

marketing world. •  You don’t have a content problem, you have a distribution problem. •  Tactics are more than just channels. •  Be human at all costs. Your customers demand it.

@msweezey Mathew sweezey

THANK YOU