blueprint for high performing b2b marketing campaigns
TRANSCRIPT
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The Blueprint for
High performing
B2B MARKETING
campaigns D R E A M F O R C E
2 0 1 6
B y M a t h e w
S w e e z e y
@ m s w e e z e y
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@msweezey
ABOUT ME Mathew Sweezey
Principal of Marketing Insights Salesforce
Author of
• Marketing Automation for Dummies (2013)
• Context Not Content (2017)
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High performers New research to show what a high performer is
New research on
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who
@msweezey
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WHAT IS A HIGH PERFOMER
@msweezey
THOSE BUSINESSES WHO COMPARE THEIR OVERALL BUSINESS PERFOMRMANCE MUCH STRONGER THAN THEIR DIRECT COMPETITION.
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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
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EXECUTIVE BUY IN HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES
NUMBRER ONE TRAIT
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82% OF HIGH PERFORMERS HAVE FULL EXECUTIVE BUY IN
@msweezey
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They must buy into a new idea of marketing. Not just that they need
more marketing. “@msweezey
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human centered
GET PAST THE IDEA THAT YOUR DEMOGRAPHIC WILL ONLY ACCEPT STIFF, AND BORING.
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TAULIA SAID
F^CK IT!THEY SELL TO THE CFO’S OF FORTUNE 50 COMPANIES.
@msweezey
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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
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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
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Results: It has driven a 28% increase in website visits and 25% more completed “Contact Us” forms.
@msweezey
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Side benefit: Taulia's marketing is 4 years old with 12 team members. They have had zero voluntary turn over during that time.
@msweezey
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ADVICE FROM TAULIA ON USING HUMOR
DON’T NAME YOUR FIRST CAMAIGN “F’CK IT”
@msweezey
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holistic marketing
Marketing is no longer just a department. Executives must give larger reach
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Marketing Takes on a
Bigger role - holistic -
Experiences
@msweezey
40%6
0%
30%
20%
50
%
10%
Percentage Who Excel at Creating Personalized Omni-Channel Customer Experiences
across All Business Units
High-performing vs.
Underperforming Teams
71xmore likely to be excellent
at creating personalized
omni-channel customer
experiences
High performers
Moderate performers
Underperformers
65%
1%
16%
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Infinite Media Hurts
Upon a Google search to find the local store the average review is 2.9 out of 5. Creating a bad impression directly following the positive impression of the “Ship My Pants” campaign. @msweezey
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Net Positive Experience
Upon going to the website to then purchase the website was broken. This now has created a “NET NEGATIVE” effect and the only way to win this consumer back is to spend more money. This is not sustainable.
@msweezey
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THE CONSUMER loves/HATES THE BUSINESSS. NOT THE DEPARTMENT. “
@msweezey
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High performers are 17x more likely to be excellent At collaborating with other businesses units
@msweezey
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At&t hires Customer
Experience executive
@msweezey
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THEIR JOB IS TO BE A BRIDGE BUILDER BETWEEN ALL DEPARTMENTS. SO IT’S A CONSISTENT EXPERIENCE.
@msweezey
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budgets This has a ton to do with what you can do
Dollar, dollar bills, y’all
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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
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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 55% programs 15% tech + other
13-30% PR *Grossrevenue *Grossrevenue *Projectedrevenue
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How to go from established to market leader
exacttarget Cmo, TIM KOPP
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Step 1: Double the budget to pay for new mega marketing hits, sff & connections.
@msweezey
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Results: • 100k+ downloads. • Content marketing program of
the year 2012/2013 - cmi @msweezey
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CNX 15’ Results: 5k+ marketers joined us 750k+ watched it live online $200M+ pipeline influenced
@msweezey
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technology What are the high performers using
All the cool toys
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B2B High performers
use12 Tools on average
@msweezey
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@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
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High performers are 19x more likely to be able to create a single
customer view. “
@msweezey
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abm: 52% of high performers use abm, where only 6% of underperformers use it.
@msweezey
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Web personalization: 57% of high performers use web personalization, where only 5% of underperformers use it.
@msweezey
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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.
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NEW OPPS WITH 1/6 OF THEIR
TARGET ACCOUNTS IN 5 MONTHS =
$47M in pipeline
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agile production Agile is more than just a buzz word
The modern building process
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52% OF HIGH PERFORMERS use agile methods.
@msweezey
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Agile is the modern production method. “
@msweezey
(speaking note: drop the mic here)
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Agile structure & Agile process
*These can operate independent of each other
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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 ?
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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
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We burned the boats, there is no going back. “
@msweezey
Executive management at capital one on move to agile in marketing department
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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.
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@msweezey
AGILE Structure
PODSPODS PODSPODS
SHAREDRESOURCES
ACCOUNTABLEEXECUTIVE ACCOUNTABLEEXECUTIVE
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@msweezey
POD MAKE UP
COPYWRITER
ARTDIRECTOR COODINATORGRAPHIC
ARTIST
BUSINESSANALYST/DATAANALYST
PRODUCTOWNER/PRODUCTMANAGER
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@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:hFp://www.slideshare.net/MathewSweezey/the-x-factor-the-secret-to-beFer-content-markeUng
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IT FUNDAMENTALY CHANGED THE WAY WE GO TO MARKET. “
@msweezey
HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
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Tactics Agile is more than just a buzz word
The modern building process
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High and low performers use the same tactics, but high performers
see 2x-3x the value. “
@msweezey
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social media
marketing This is how to use social to smash it and drive serious lead gen.
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Organic reach on social media is 2-4%. This is
because they are now a pay to play model. $$
@msweezey
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Volvo Construction dealers sell $100 million dollars worth of new and used equipment each year with Facebook.
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@msweezey
Paid SOCIAL + email
YOUREMAILDATABASE
UPLOADTOFACEBOOK/TWITTER
DISPLAYADSTOTHOSEEMAILS+
LOOK-A-LIKES
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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
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Dynamic Content Delivery
THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
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We looked at 1 million visitor sessions across
hundreds of sites, the Average page views per
session 1.7
@msweezey
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Zero click site DEMANDBASE SAW LEAD FLOW INCRASE BY 400% WHEN THEY DYNAMICALLY CHANED THE CONTENT BASED ON IP ADDRESSES OF VISITORS.
@msweezey
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NURTURING IS’NT EMAIL MARKETING
THIS IS ONE OF THE BEST WAYS TO INCREASE ENGAGEMENT WITH OUT CREATING MORE CONTENT.
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INCREASED Lead flow
BY 16x @msweezey
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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
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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
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modern email Design
F^CK HTMLIt doesn’t belong in nurturing emails, and let me prove to you why
@msweezey
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Our job isn’t to be pretty. It’s to be effective. “
@msweezey
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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
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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
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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.
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@msweezey Mathew sweezey
THANK YOU