humanizing your brand with marketing technology
TRANSCRIPT
Humanizing your Brand with Marketing Technology Wednesday, June 1 2016
Jim WilliamsVice President of MarketingInfluitive
@jimcwilliams @influitive
LookFamiliar?
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79% leads that never
convert to sales
68% content marketing
strategies are ineffective
64% consumers don’t
trust company information
Sources: Marketing SherpaHubspot, Kolsky
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92% of buyers trust
recommendations from individuals not brands
Marketers Don’t Communicate Like People
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Traditional marketing has turned into a shouting
match
Company-DrivenMarketing
• Me-first: company talking about itself
• Pushing products• Handful of go-to references• Companies try to control their
brand• Sales tries to own and control the
buying process
Advocate-DrivenMarketing
• Customers talking about their experience
• Building lifetime relationships• Army of active advocates• Brands are built by customers• Existing customers help prospects
navigate the buying process
to
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How do you cut through the noise ?embrace a new model of marketing
Your customers can
help humanize your marketing – if you let them!
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Stage 1Talk about
them, not YOU
Stage 2Involve them in your marketing
Stage 3Empower & mobilize them to market on your behalf
Stage 1: Talk about your customers, not your company
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Real stories spark an emotional connection
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What Really Motivates Buyers?
Stage 2: Involve your customers in your marketing
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150%
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Stage 3: Empower & mobilize them to market for you
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Data.com
44% ↑ in reference customers
7 new case studies
3 customer success story videos
31 customers opt in to speak at events
100%↑ in customer stories
100% Sourced Customer Content
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Subject Line: Grab a coffee with Davin from Intuit
Hi {first name},
{Personalized greeting/context}. I have a great opportunity that just fell in my lap and I immediately thought of you.
This isn’t webinar. We’re extending the invitation to only ~12 or so folks and you will have an opportunity to get your questions answered.
Every meet up needs coffee so if you let me know that you are interested, we will send you a $25 Starbucks gift card after the meeting.
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Start right nowBy tapping into the potential of
your existing customers and initiatives
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Influitive powers your advocate communityOn the web, on the go and in your app
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www.influitive.com