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#mpb2b @cnmoody How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time Lessons from the Trenches (the longest title I could come up with) Chris Moody Content Marketing Leader GE Digital @cnmoody Speaker Photo (2.5” square) Hi! I’m Chris.

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Page 1: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

Lessons from the Trenches (the longest title I could come up with)

Chris Moody

Content Marketing Leader GE Digital @cnmoody

Speaker Photo

(2.5” square) Hi!

I’m Chris.

Page 2: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 3: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 4: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Can Chris break Powerpoint???

Page 5: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 6: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Who is this guy? ü  Sued over a blog post ü  Deposed for nine hours ü  Been fired once ü  Been hired more than once ü  Escaped a kidnapping attempt ü  Been shot at & chased by a man

with a spear ü  Won a national poetry contest in 5th

grade with a poem I wrote while the teacher collected our “homework”

Page 7: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 8: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

THE STATE OF MARKETING

#mpb2b @cnmoody

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#mpb2b @cnmoody

"FAILURE IS GROWTH. FAILURE IS LEARNING. BUT, SOMETIMES

FAILURE IS JUST FAILURE.” GAVIN BELSON

#mpb2b @cnmoody

Page 10: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

82% OF ENTERPRISE MARKETERS HAVE NO CENTRALIZED VIEW OF THE CUSTOMER

FORRESTER

#mpb2b @cnmoody

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#mpb2b @cnmoody

65% OF CMOS CAN’T MEASURE ROI FOR DIGITAL MARKETING

FORRESTER

#mpb2b @cnmoody

Page 12: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 13: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody INSANELY EFFECTIVE?

Page 14: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

“The definition of insanity is doing something over and over again and expecting a different result.”

Albert Einstein, Mark Twain, or Ben Franklin

Page 15: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

80% of CEOs were not impressed by the work done by marketers and believed marketers were poor business performers. Fournaise

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#mpb2b @cnmoody

Page 17: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

1. Marketers could not prove ROI of activities

WHY DO WE SUCK?

FOURNAISE

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#mpb2b @cnmoody #mpb2b @cnmoody #mpb2b @cnmoody

Page 19: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

1. Marketers could not prove ROI of activities 2. Marketers had lost sight of what their job really was

WHY DO WE SUCK?

FOURNAISE

Page 20: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody #mpb2b @cnmoody

Page 21: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

1. Marketers could not prove ROI of activities 2. Marketers had lost sight of what their job really was 3. Marketers were not business performance-obsessed enough

WHY DO WE SUCK?

FOURNAISE

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#mpb2b @cnmoody #mpb2b @cnmoody

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#mpb2b @cnmoody

But, wait! 70% of CEOs admit they may be responsible for poor marketing performance!

Fournaise

#mpb2b @cnmoody

Page 24: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

1. Having steadily lost trust in the ability of marketing to be successful

CEOs blame themselves for:

FOURNAISE

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#mpb2b @cnmoody #mpb2b @cnmoody

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#mpb2b @cnmoody

1. Having steadily lost trust in the ability of marketing to be successful 2. Having given up on holding marketers accountable

CEOs blame themselves for:

FOURNAISE

Page 27: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 28: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

CEOs think marketers suck. They blame themselves for our terrible performance because they should have fired us a long time ago.

Recap:

Page 29: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 30: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Page 31: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

The only barrier to information today is laziness.

Page 32: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

Page 33: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Page 34: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

The best way to get more resources, time, or budget is to get results first.

Page 35: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Stop chasing the next big thing and do your job better.

Page 36: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Stop chasing the next big thing and do your job better.

Page 37: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Stop chasing the next big thing and do your job better.

Page 38: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Stop chasing the next big thing and do your job better.

Stop chasing the next big thing and do your job better.

Stop chasing the next big thing and do your job better.

Page 39: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

GETTING SHIT DONE.

#mpb2b @cnmoody

Page 40: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

"Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat." Sun Tzu

#mpb2b @cnmoody

Page 41: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

of marketers have a documented content strategy.

Only 37%

MARKETINGPROFS/CMI

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#mpb2b @cnmoody

Dubya. Tee. Eff.

Page 43: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

of content marketing is effective.

Only 30%

MARKETINGPROFS/CMI

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#mpb2b @cnmoody

Page 45: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

more effective are those with a documented content strategy.

300%

MARKETINGPROFS/CMI

Page 46: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Page 47: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Start your content strategy now

Page 48: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

What is your one thing?

Define your mission. STEP1

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#mpb2b @cnmoody

Apple : Innovation :: Volvo : Safety

Page 50: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Reminder: goal is singular

What is your main goal? STEP2

Page 51: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Our main goal is to generate more leads that become sales qualified.

Example:

Page 52: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Document a plan to achieve your goal.

STEP3

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#mpb2b @cnmoody

- Look at top 5 sales qualified lead assets & replicate - Run an influencer webinar each quarter - Sponsor and conduct original research - Identify and engage thought leaders - Atomize our content to run a cross-channel campaign

Example:Drivemoresalesqualifiedleads

Page 54: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Identify the best metrics for your company and team.

STEP4

Page 55: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

- Leads to MQLs to SQLs to Opportunities to $$$ - Traffic and variations - Share of voice and awareness metrics - Top converting assets - Engagement - Volume / production

Samplecontentmetrics

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#mpb2b @cnmoody

Establish a baseline and measure against it .

STEP5

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#mpb2b @cnmoody

Page 58: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

What?

What?

Delta

What?

Delta

Debrief: What worked? What didn’t? Why? Insights & learnings

Page 59: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

1.  Define your mission 2.  Identify your main goal 3.  Document a plan to accomplish it 4.  Decide on relevant metrics 5.  Establish a baseline and start testing

RECAP: Documenting your content strategy

Page 60: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody THEY WANT RESULTS

#mpb2b @cnmoody

Page 61: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Individual results may vary. Past performance no guarantee for future results. Results not typical. Your results may vary.

DISCLAIMER

Page 62: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

1. Answer every question your audience cares about.

GETRESULTS

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#mpb2b @cnmoody #mpb2b @cnmoody

“THE BEST TEACHER WINS.”

Marcus Sheridan

Page 64: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

2. Your SMEs are people you should be talking with.

GETRESULTS

Page 65: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody #mpb2b @cnmoody

BE THE DUMBEST PERSON IN THE ROOM

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#mpb2b @cnmoody

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#mpb2b @cnmoody

3. Stop trying to hit homeruns with every asset.

GETRESULTS

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#mpb2b @cnmoody #mpb2b @cnmoody

Since 1901, only 45 players out of 125,000+ had a season with more homeruns than strikeouts.

Min. 20 HRs

Page 69: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

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#mpb2b @cnmoody

4. Realize that content is everywhere.

GETRESULTS

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#mpb2b @cnmoody

“Sometimes I feel like I'm seeing it all at once, and it's too much, my heart fills up like a balloon that's about to burst... And then I remember to relax, and stop trying to hold on to it, and then it flows through me like rain…”

LESTER BURNHAM, AMERICAN BEAUTY

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#mpb2b @cnmoody

Fan Theory: “It” is content.

#mpb2b @cnmoody

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#mpb2b @cnmoody

“Sometimes I feel like I'm seeing content all at once, and content's too much, my heart fills up like a balloon that's about to burst... And then I remember to relax, and stop trying to hold on to content, and then content flows through me like rain…”

CHRIS MOODY, AMERICAN BEAUTY

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#mpb2b @cnmoody

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#mpb2b @cnmoody

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Content is dying on the phone. #mpb2b @cnmoody

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#mpb2b @cnmoody #mpb2b @cnmoody

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Content is dying in meetings.

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#mpb2b @cnmoody

Be opportunistic in the pursuit of creating content your customers and prospects find valuable.

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#mpb2b @cnmoody

1.  Answer every question 2.  Interview your colleagues 3.  Stop trying to hit homeruns 4.  Find content everywhere

RECAP: Insanely effective things you can do now

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#mpb2b @cnmoody

1.  Stop chasing the next big thing 2.  Document a content strategy 3.  Find content everywhere 4.  Achieve your measurable goals 5.  Connect with me and rate this session

We made it!

Page 83: How to Be Insanely Effective When You Don’t Have Enough Resources, Budget, or Time

#mpb2b @cnmoody

Chris Moody /in/chrismoody @cnmoody [email protected]


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