Software Improvement Group / CONFIDENTIAL

forget “Know Your Buyers.”

Maureen

Blandford

CMO, SIG

Marshall

Kirkpatrick

Product Director, Sprinklr

Know your ecosystems instead

Software Improvement Group / CONFIDENTIAL

you YOU

Software Improvement Group / CONFIDENTIAL

Grow unpaid reach for your company

Build brilliant relationships, for you and your company

Exponentially grow your brainpower

WH

Y

Know Your Ecosystems

Maureen

Blandford

CMO, SIG

Marshall

Kirkpatrick

Product Director, Sprinklr

Software Improvement Group / CONFIDENTIAL

TO ¯\_(ツ)_/¯

+ Quantitative &

Qualitative Results

Why? What? How?

What? How?

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

WH

AT

1. Forget what you know

2. Pivot towards ecosystems

3. Ignite trend spotting superpowers

4. Engage as a human

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

More content Content is King

Less content

Be Social

Know your buyer

Content is dead

Print is back

Print is dead

Social is dead

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

TO

Ecosystems

Traditional You, yours, theirs

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

TO

Ecosystems

Traditional You, yours, theirs

Adjacent

Ex PR v AR v MarTech

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

TO

Ecosystems

Traditional You, yours, theirs

Adjacent

Ex PR v AR v MarTech

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

RE

SU

LT

S

Software Improvement Group / CONFIDENTIAL

TO

Ecosystems

Marshall’s Social

Listening tips

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

TO

Trendspotting

Superpowers

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

RE

SU

LT

S

Software Improvement Group / CONFIDENTIAL

TO

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

TO

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

Google Hubspot Sage The Next Web

Engagio

1. Be cool with

rejection.

2. 10:1

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

1. Discover: find relevant people

2. Monitor: make it easy to find important conversations

3. Engage: regularly add value to other people’s conversations

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

Adding value

1. Be early

2. Say it best

3. Add unique perspective

4. Bring people and ideas together

Relevance wins the day HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

HO

W

Once again…

1. Discover: find relevant people

2. Monitor: make it easy to find important

conversations

3. Engage: regularly add value to other

people’s conversations

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

RE

SU

LT

S

Your content will drive materially better quality conversions.

Super cool influencers will want to work with you. Unpaid.

Know Your Ecosystems

Software Improvement Group / CONFIDENTIAL

you YOU

Software Improvement Group / CONFIDENTIAL

forget “Know Your Buyers.”

Maureen

Blandford

CMO, SIG

Marshall

Kirkpatrick

Product Director, Sprinklr

Know your ecosystems instead