New Rules for �Modern Customer �

Engagement �-Mathew Sweezey�

@msweezey�

MARKETING �HEAD OF B2B MARKETING THOUGHT LEADERSHIP FOR SALESFORCE.COM �

AUTHOR OF: �MARKETING AUTOMATION �FOR DUMMIES – 2014 �

M A T H E W “ S W E E Z E Y ” = @ M S W E E Z E Y �

MY THESIS�

@msweezey�

“Relevance Through Research” �

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

MODERN THEORY �

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

Content ENGAGEMENT

12hrs People are in front of a screen for 12 hours every day

@msweezey

MORE PEOPLE �HAVE CELL PHONES �THAN ACCESS TO �ELECTRICTY OR �CLEAN DRINKING WATER�

@msweezey

Content consumption

2/3 People are 63% thought their buying cycle before they talk to sales

@msweezey

1960 �5 marketing�

Channels �

2013�60+ marketing�

Channels ��

Print�

Radio�

Telev

ision�

Direc

t Mail

�

Fax�

Telem

arke

ting� Int

ernet �

Email� Face

book�

@msweezey�

GARTNER SAYS IN

2017 CMO WILL HAVE THE LARGEST BUDGET OF ANY DEPARTMENT

@msweezey

“TECHNOLOGY FOLLOWS MONEY” �

Print�

Radio�

Telev

ision�

Direc

t Mail

�

Fax�

Telem

arke

ting� Int

ernet �

Email� Face

book�

@msweezey

UNLIMITED & �CONSUMER DRIVEN�

@msweezey�

FUTURE CHANNELS ARE �

CONSUMERS ARE �EDUCATING CONSUMERS�

@msweezey�

EXPERIENCE IS PERCEPTION�

UNMANAGEABLE BY A SINGLE DEPARTMENT�

24/7 MARKETING �

EXPERIENCE IS KEY �INCREASED DIGITAL ENGAGEMENT�

PROBLEMS FACING MARKETERS�

RESEARCH DONE BY @msweezey

IMPRESSIONS ARE

CRAP EXPERIENCE IS THE FUTURE TO YOUR CUSTOMER’S HEART

@msweezey

@msweezey�

IMPRESSIONS / EXPERIENCES�

A� B�

Received a $50 gift card and a thank you via email. �

Received a personal phone call and no money. �

@msweezey�

IMPRESSIONS EXPERIENCES�

A� B�

Received a $50 gift card and a thank you via email. �

Received a personal phone call and no money. �

2x �More likely �

To buy again

CONTENT �ISN’T KING �GET IT OR �

DIE TRYING �

EFFECT OF BAD EXPERIENCE

1/4 Of buyers say if they are disappointed with your content

They will never read content from you again

RESEARCH DONE BY @msweezey

HOW DO �YOU MANAGE �

CONSUMER �PERCEPTION�

IS Unsustainable

24/7 The only way to be sustainable and create net positive interactions

Is to have a marketing mindset in your organization

@msweezey

EVERY INTERACTION �ENDS UP ONLINE �

CONSUMERS ARE �EDUCATING CONSUMERS�

@msweezey

“SHIP MY PANTS” �

“SHIP MY PANTS” �

“SHIP MY PANTS” �

@msweezey�

VOLATILITY �+5 �

-10�

+15 �

-10�

+5 �

-20�

@msweezey�

SPEND MORE MONEY �

HOW TO SOLVE VOLATILITY �

WE ASK FOR MORE BUDGET�

@msweezey�

BE MORE CREATIVE �

HOW TO SOLVE VOLATILITY �

OUR BOSSES SAY �

@msweezey�

TIME + TALENT + RESOURCES�

EQUATION FOR CREATVITY �

IT IS NOT FREE – OR MAGIC �

@msweezey�

EVERY INTERACTION IS SHAREABLE �

EVERYONE IS A MARKETER �

EVERY INTERACTION IS SEARCHABLE �EVERY INTERACTION IS PERCEPTION�

WHICH COMPANIES �ARE BEST AT MINDSET?�

THOSE WITH THE �BEST CULTURES�

@msweezey

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

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. �

HOW DO YOU ENGAGE �

Daily content consumption. Usually is Learn, and Escape. Happens across all media channels. �

How we engage with Research content. �

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. �

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

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�

“SELF DISCOVERY will always be the NEW BLACK”

Marty Weintraub/ author - speaker

GOOD EXAMPLE �HOW SELF DISCOVERY IS HELPING INTEL�

PAID FOR BY INTEL BUT

PUBLISHED BY MASHABLE �

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 �

BAD EXAMPLE �BOTH PAID – BUT ONE HAS HIGHER CONVERSION & ENGAGEMENT�

YOU ARE MORE LIKELY TO SURVIVE A PLANE CRASH THAN CLICK THESE �

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

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 �