9  ½  $ps  to  ROMI+  

How  will  Portuguese  CMO’s  earn  the  respect  and  admira:on  they  deserve?  

Michael Leander, Markedu Lda.

markedu.pt  /  @markedu  /  @michaelleander    

“By 2020 customer experience is expected to

surpass product and pricing as the key business

differentiator”      

Source:  Forbes  Insights  “Customers  for  Life”      in  associa@on  with  Sitecore  

Nudge to change people’s behavior and turn intentions into actions –

add to the experience

Foundational elements need “Fix’ing”

if CMO’s are to meet & exceed expectations

Tip  #  1  sponsored  by  my  mother  

 Respect your audience and pay attention to their

ever changing needs

Don’t bluff Be transparent

Be(come) easy to do business

wth in near real time & keep

your promises

Who is Michael Leander? ü  As  CEO,  CMO  have  made  

marke$ng  mistakes  consistently  for  20+  years  …  

…  and  learned  from  most  of  them  ü  Speaker  in  40+  countries    ü  Judged  marke$ng  awards  in  15  

countries  …  …  great  source  of  inspira@on  for  learning  how  marketers  think  &  act  ü  Board  member.  Consultant,  

trainer,  speaker,  father  of  many,  husband  to  one  

ü  Founded  Markedu  and  therefore  consistently  exposed  to  mistakes  &  solu$ons  

You  can  win  this  today  !    

But  wait  –  there’s  more  

 Or  you  can  win  1  $cket  for  the    Mobile  Marke$ng  Masterclass  on  20  May  

2  winners  will  be  randomly  selected  from  all  entries    

1.  Take  a  (fun)  selfie,  write  a  smart  comment,  post  a  cool  video-­‐snippet  or  quote  a  quote  

2.  Post  on  TwiDer,  Facebook,  YouTube,  Instagram  or  Google+  

3.  MenNon  #Markedu  or  #SND15  or  @Markedu  or  @Michaelleander  or  @Appm_PT  

4.  You  are  welcome  to  Facebook  on  APPM’s  and/or  Markedu’s  Facebook  pages  too  

Winner  will  be  announced  today  immediately  aSer  the  last  session    

Tip  #  ½    Stop the

embarrassing focus on quantities. Start

obsessing about quality.

Don’t  count  the  customers    you  reach  –  Reach  those  who  count  

@michaelleander  

Tip  #  2  –  sponsored  by  Edward  Create a culture of experimentation. Understand that

failure is a big part of your success.

Failing is not a problem. As long as your organization learn from each failure

Constant experimentation helps innovation evolve.

Reserve 10-15% of budget &

time for experimentation and testing

Experiments can lead to

unexpected positive results

Explore  different  ways  

A $ 100 dollar experiment created massive success

Get  3  more  $ps  along  with  the  full  story  in  PDF  format  directly  

to  your  email.    

Email: michael@leander.me

Tip  #  3  –  sponsored  by  Valeria  Big ideas. Big ideals. Take your CMO vanity

somewhere else

Think process and culture! Divorce “We should do this” ! Get a “Let’s do this” culture

Brilliant  ideas  are  1  in  1.000  and  (very)  expensive  to  generate.    

Execu$on  is  bread  and  bu[er  for  CMO’s!  Choose  strong  execu$on  over  brilliant  ideas    

VOTE  FOR    

Stories  that  last  and  campaign  longevity  

Tip  #  4  –  sponsored  by  SQL  There is more to

marketing than art! Embracing science & technology won’t kill

you !

Most effective marketing channels ignored by Portugal CMO’s !

•  SEO  •  Email  markeNng  •  3  •  4  •  5  

Tip  #  5  –  Sponsored  by  Anastasia  Mobility is not next year’s budget. It is happening now !

Being responsive is merely your entry ticket. What matters is the experience you deliver.

Me time accounts for 46% of time

spent on mobile

Shopping 12%

Socializing 19%

Tip  #  6  –  sponsored  by  my  wife  Learn how to count! Cheap is expensive

and expensive is cheap

Common  misconcep$ons  in  

marke$ng  Email  is  

CHEAP  

Direct  mail  is  

EXPENSIVE  

Cost  per  order  €  78  

Cost  per  order  €  98  

Smaller  apparent  risk  

Higher  apparent  risk  

Be obsessed about your key

marketing numbers

Cost  per  order  Cost  per  new  customer  Cost  per  lead  Cost  per  acNon  …  

8  out  of  10  CMO’s  don’t  know  their  CPL  $      

Tip  #  7  –  sponsored  by  Winnie,  my  sister  Content means

nothing if it ain’t relevant in context !

What  really  decides  consumers  to  buy  or  not  to  buy  is  the  content  of  your  adver:sing,  not  its  form.  

David  Ogilvy    

The  Power  of  Paper  

Mul@-­‐channel  really  is  mul@-­‐channel.  Across  the  board  25%  of    consumers  prefer  paper  over  digital  in  cri@cal  stages  of  the  buying  cycle    

3 big C’s: Context, Connectivity, Content

CONNECTIVITY

Desktop Phone Tablet TV

CONTEXT CONTENT

Watching Monday night football and has his phone

Awareness TV Spot and Twitter Sponsored Tweet Ad

As a high LTV prospect, loaded into Fb custom audience list

Awareness messaging via Fb newsfeed

DR remarketing mobile display ad with customized offer for Term Life Life Insurance Key Word Re-Marketing

Pool

Visits site 2 days later on his iPad, recognized as same user

Customized, responsive offer landing page: Online quote

Searches for branded generic keyword; Attitudinal Segment A YouTube video on how to buy Life Insurance

High-LTV, incomplete quoter re-marketing pool Personalized offer email

Personalized site landing page with offer Segment A

Perhaps  content  isn’t  King  aSer  all?  Perhaps  context  is  !  

Tip  #  8  –  sponsored  by  my  father  Engagement is not a fad. Nor is relevance.

Getting and keeping anyone’s attention is difficult these days.  

       

Buyers  have  an  abundance  of  choices  You  need  to  “nudge”  consistently  to  

earn  the  desired  behavior.    And  occasionally  push  hard.    

No more sex on the first date !  

 

On  average  buyers  engage  with  more  than  11  pieces  of  content  

before  making  a  purchase  decision  

Meet  the  new  AIDA  A  =  ADenNon  (Awareness)  I  =  Interest  D  =  Desire  

E  =  Engagement    

A  =  AcNon  

Engage  me  

Many  interacNons  to  convince  &  

convert  

A  =  ADenNon  (Awareness)  I  =  Interest  D  =  Desire  

E  =  Engagement    

A  =  AcNon  

Personalized  dialogue  

Eyeballs  

Engage  

$    

Engage  

Nurture  

Re-­‐acNvate  

AIDEA is the new black!

Tip  #  9  –  sponsored  by  reality  check  The immediate value of social media is in

the share. Like not like.

AID+LIRA  Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Engagement  Share  is  good  ac:on  counts  

Like  is  NOT  a  currency,  engagements  conver@ng  to  ac@ons  are  @michaelleander  #appmpt  

CMO’s  need  to  own  the  experience  across  all  channels    #SND15  @michaelleander  @markedu  

Speak  to  customers  and  prospects  in  their  language  addressing  the  

problems,  concerns  and  aspira:ons  of  individuals,  not  segments  

Cross  channel  person

aliza:on  and  custom

iza:on  

 is  the  need  of  the  ho

ur.  Will  CMO’s  in  Portugal  succe

ed?  

Obrigado    Talk  to  me  michael@leander.me