5 characteristics of confident marketers - snapapp

@Snap_App #MarTech16 @ajdun

“Marketing on Fleek”5 Characteristics of Confident Marketers

Aaron Dun, SVP Marketing, SnapAppMarTech 2016


Meet Sam:Fake glasses

Fancy shoes

Spam email

Retro Flip phone

Outbound marketer

Fake hipster haircut

Hipster socks


Sam Is Overwhelmed

Suzy Wants to Help

Sam Is Out Of His Element

We are ALL Sam.


The ratio of expectations to capability is way out of whack.


5 Easy Steps To Confident Marketing

Buyer Knowledge

Tool Mastery Trail Blazing Extreme Empathy

Resonance

Sam Needs To Ground Himself

Walk in Your Buyer’s Shoes

#1


Sam Sees His Customers at a Camp


Which Persona Works Better?

Based on assumptions Based on conversations

VS

#MarTech16

Personas should be based on real conversations with buyers,

not assumptions.


Find The Common Ground With Your Audience

Nancy Duarte: Resonate

Take Stock of Your Tools

#2


Sam Explores His Backpack


MarTech is Exploding

Source: Radius


Analytics

MA

SFACMS

Next Frontier?

In Progress…

Simplify the Stack.


What’s Next?

Interactivity Account Based Marketing

Advocacy

#MarTech16

ABM, Advocacy and Content Interactivity should be

your top 2016 MarTech priorities.

Blaze Your Own Trail

#3


Sam is Getting Comfortable


What Are Trendsetting Marketers Doing?

Growth Hacking Expanding Content Types

Pushing Boundaries


2XDouble Form Page Conversion Rate

2XDouble Raw Site Conversion Rate

2XDouble Web Traffic

Existing traffic + forms, from 2 leads per day to 4

Existing traffic + More calls to action, better paths to

forms, from 4 leads/day to 8

Doubling traffic against more calls to action and highly optimized forms, from 8 leads/day to 16

4 8 16

X

Existing traffic + Existing forms deliver 2 leads per day

2

Growth Hacking: Test. Iterate. Test. Iterate...

#MarTech16

Doubling web traffic is hard. Focus on improving conversion on

high-leverage pages first.


Top

Middle

Bottom

Survey InteractiveInfographic Quiz

Quiz

Assessment

CalculatorAssessment

Calculator Product Picker

Expand Content Types Through the Funnel

Ebook

White Paper

ROI Tool

+

+

+

@Snap_App #MarTech16 @ajdunPush Your Boundaries

Survey Canvas

iVideoBracket

GalleryContest

#MarTech16

Don’t settle for safe, and boring! 10x change comes from pushing your boundaries, from testing crazy-ass

ideas to find ones that deliver.

Extreme Empathy

#4


Sam Can Now Share The Experience


Connecting Personas to Action

Barbara Buyer

Candace Customer

Phil Finance

Sarah Systems

Christy C-Level

PERSONA Stage 1 Stage 2 Stage 3 Stage 4

Ebook

ROI Tool

White Paper

White Paper

EbookROI Tool

Ebook

Quiz

InteractiveInfographic

ROI Calculator

Product Picker


“It’s never an afterthought to achieve empathy. It requires pinpointing a handful of the challenges that people are having, and creating content around those challenges.”

-- John Bonini, Litmus

Louder Than Words Podcast

Achieve Resonance

#5

Back From the Forest


Resonance

Content that provokes an emotional or intellectual response in your reader --a response that sticks around after they’ve finished engaging with your content.

#MarTech16

Once you have a strong foundation in place, you can focus on creating

content that resonates.


First: Find the Nugget of Insight

“From the the very, very beginning, we think, “What will resonate with this audience?” And that specific empathy seems to be the heart of resonance.”

– Doug Kessler, Velocity Partners

Second: Personalize the Experience

Leads nurtured with personalized content produce a 20% increase in sales opportunities.


Third: Create That “A-ha” Moment

"When I think of resonance, I think of times when a word, or an idea or a concept sparks a mental and emotional “YES!” or “AHA!” reaction.

--Emily Popson, Blackbaud

#MarTech16

Take a nugget of insight, personalize it for your audience segments to deliver

an A-Ha moment that resonates.


Resonance in the Wild



500 QUALIFIED LEADS

133% Q1 QUOTA ATTAINMENT

$600K ADDITIONAL Q1 SALES


CONVERSION RATE

35% HIGHER AVERAGE DEAL SIZE

66% RETURN ON INVESTMENT

650%


Meet Confident Sam:

Real beard

Practical shoes

Publishes content that resonates

Demonstrating Results

Inbound marketer

No more fake glasses

Wool socks


4 Short Steps to Becoming Sam:

1. Schedule 1 “coffee”/week with a customer for the next 5 weeks

2. Audit your current marketing tech stack – what do you need? What is out of date?

3. Launch 1 crazy-ass content idea this month

4. Map your content to buyer stage AND your personas (don’t forget Christy C-Level!)

BONUS TIP….


This should be you!

Start resonating.Stop by SnapApp – Booth #303.


Thanks! Get in touch!

Aaron DunSVP of Marketing, SnapApp@ajdun

snapapp.com/demo

http://www.snapapp.com/demo