The Future of Marketing 2016: New Roles, and Trends

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Future of he T Roles - Trends 2016

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Q In 2015 we asked 5000 B2B and B2C marketers a big question: “What is the biggest problem marketers face?”

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A They said: “How to keep up with trends to drive more higher quality leads”

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This presentation was created to help be a guide to the biggest changes we are likely to see in buyers in 2016, and the trends you need to keep up. My goal is not to give you all the answers in this presentation, but rather help you see the major trends you need to be aware of and inspire you to take action. Feel free to reach out to me on Twitter @msweezey to continue the conversation. Mathew Sweezey, Principal of Marketing Insights Salesforce This presentation is compliments of.

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S f Discovery el & The highest form of value 2016

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Powerful Moments There is more computing power used to do a single Google search than all existing NASA computers combined in 1969. Which they used to land a man on the moon.   -­‐Michio  Kaku’s:  Physics  of  the  Future     Consumers are in front of a screen over 12 hours each and every day.   - National Institute of Health: Study from 2014

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Heuristic Behaviors heu·ris·tic: Enabling a person to discover or learn something for themselves. A consumer can determine if there is value in a web experience with in 1/20 of a second. If it is not valuable then they leave. On average a person only stays on 1.7 pages of a website Nobody taught consumers how to search, how to use email, or use Facebook. They learned on their own. - Cliff Seal 2015  

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Yankelovich, a market research firm, estimates a consumer sees 5000 ads per day. This doesn’t even count social media content. Infinite Noise By 2020 there will be 7 connected devices for every person on earth. Each device can create, and filter the noise. We can not reach consumers with mass media if it is filtered by algorithms on devices.   - Gartner Research 2015

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Ad Blocking 18% of US consumers use ad blocking software. It is also estimated this number will double in 2016. There are 185 million global users of ad blocking technology. - Pagefair and Adobe, 2015

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Path To Purpose There is no longer a path to purchase, but a Path to Purpose. Buyers paths are constant strings of moments intertwined together equaling an experience, fulfilling a buyers purpose. What are your buyers purpose for engaging with you? - Google Think, Path to Purpose  

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Self Discovery Is the highest form of value the internet provides. Mass publication is the lowest form of value it provides. - David Weinberger  

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Active Discovery Discovery is extremely powerful for marketers to understand because it allows us to fulfill a desired purpose of the consumer. Consider how much we like to discover. The top 7 websites in the world are all places for consumers to actively discovery things.   Top 7 Site are: 1.  Google 2.  Facebook 3.  Youtube 4.  Baidu 5.  Yahoo 6.  Amazon 7.  Wikipedia -Alexa research 2015  

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Passive Discovery Passive discovery is the secondary action of search. It is the reason we “Surf ” in the first place. We are passively seeking an experience, and trust the things we find on our own. Discovering something new is our purpose.  

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Self Discovery = Trust The modern consumers build trust in a new way. They have found the value of the instant access of the internet and placed a high value on self discovery. They even block your ads! Learn how to help aid in their discovery and you will gain their trust.

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Future of he T Roles and Responsibilities 2016

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“ “ We need to step back to our roots and become digital anthropologist, and digital psychologist. -Matt Lawson, Director of Performance Marketing Google

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Customer Advocacy The switching economy is estimated at $1.7 Trillion dollars. Making it the 10th largest economy in the world, and making churn a major issue we must face. Marketers need to show objective value on holistic marketing efforts and their impact to the happiness of the consumer. This is not best represented by “Share of Wallet” because this puts the impatience on increasing customer spend. CSTAT scores rather place the focus on customer happiness. •  B2C: CSAT score •  B2B: NPS metric

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Privacy Is Our Role The Economist (Intelligence Unit) found 1/3 of current customers stop doing business with a company after a data breech. Retargeting ads shown after the product has been purchased are 4x more likely to discourage further purchase. - INSKIN MEDIA, 2014

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Trust A consumer will only interact with a brand they trust. We must understand trust is now built in new ways. Every ad we serve is a exercise in trust, privacy, and value. If we forget this we stand to lose the consumers trust, and business. If we abuse customer privacy we lose their trust. Trust = Product x Value x Privacy - John Salloum, Data Marketing 2015 Summit  

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Corporate Mindset We must be able to build bridges between all departments to ensure a holist corporate mindset. Mindset is the only proactive way to protect your brand, and provide customers with the best experience. In companies like AT&T this role also is being given a new name: Customer Experience Executive.  

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Lifecycle Management The lifecycle begins with the very first touch, and never stops. However, with in each lifecycle there are many sub cycles. It is the CMO’s role to ensure they all fit together seamlessly to optimize the relationship. The sub cycles may be managed by different tools, people, or organizations, but should be orchestrated by the CMO.

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Leaders Vs Laggards Companies who excel at customer experience out preform the S&P index by 30%, and customer experience laggards by 65%. It must be looked at as a product you produce. -Watermark Consulting

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Weighted Pipeline Weighted Pipeline = Volume x Efficiency x Velocity   Weighted pipeline allows you to show a metric which is valued by the business, because it is in dollars expected to come in. It can predict future outcomes, is comparable, and highly accurate. It is a metric which shows objective value!

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Weighted Pipeline (velocity) Velocity allows you to track the speed of a prospect/buyer thought the stages of the buyers journey. This allows for a holistic measure of the impact on a buyer of all marketing activities, and is a metric which is valued by businesses executives because it helps predict the future outcomes of revenue.

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Weighted Pipeline (efficiency) Efficiency is the measure of how many prospects/ buyers make it from one stage to the next. This allows you to measure and optimize the holistic experience of a buyer in their journey. It is valued by business leads because when combined with velocity it accurately predicts future revenues from marketing activities.

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new model he T Action Branding 2016

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We are dreamers…………

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“When I grow up I want to create a sustainable, scalable, and valuable marketing program” -No Child Ever

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“What you call love was invented by guys like me … to sell nylons.” -Don Draper, Adman

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Mass Branding We used to dream about creating amazing commercials, and beautiful brand imaging, however this is what happens now if that’s what we focus on, and forget mindset.

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Consumer Reviews Upon seeing the “Ship my pants” commercial I did a Google search to find the local store. What I found was an average review of 2.9 out of 5. This created a negative impression directly following the commercial.   “SHIP MY PANTS”

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Net Positive Experience I then decided to go to the brand website, and it was broken. This created a “NET NEGATIVE” effect and the only way to win me back is to spend more money on another fancy advertising campaign.  

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Win Back Rate The cost of net negative experiences is high! It takes 12 positive experiences to make up for one unresolved negative experience. - “Understanding Customers” by Ruby Newell-Legner

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Action Branding First proposed by Cindy Gallop and put into action by Levi, Action Branding proposes a new idea of how brands build connections with consumers. Shared Action + Shared Values = Shared Profit -Cindy Gallop in her NYC apartment

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Shared Value Get back to work. Both Levi and Braddock had the same goal. + Shared Action = Levi hired the towns people to be in their ads, and gave $1 million to rebuild the city, and created an ad campaign for the city. Shared Profit They both shared in the profit. Braddock got back to work, and Levi showed their honest brand.

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he Future of T The New Middle 2016

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Forrester Research estimates for every 100 leads a B2B company generates, best in class only convert 1.5 into revenue. Average companies only convert .7 into revenue.

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eMarketer estimates digital ad spend will increase by 62% over the next three years reaching over $80 billion dollars in spend per year.

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B2B Salespeople Forester Research estimates the role of the B2B sales person is completely extinct by they year 2020.

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Mediated Persons On average a person has 7.4 social channels, and will be very hard to reach on those channels due to increased competition from their friends, digital ad budgets, and ad blocking software. Mediated relationships require “Frequent and phatic gestures” to build and maintain mediated relationships and so our marketing must evolve as well. Larry D. Rosen (editor), The Wiley Handbook of Psychology, Technology and Society

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The Rise of the New Middle   Creating, building, and managing relationships across social media will require frequent small and phatic gestures. These actions can not be created by advertisements, or automations. They must be managed and executed by humans creating a new role for marketers, “The New Middle”.   Traditional Marketing Digital Rapport building, lead generation 20% 60% Sales Acquisition 20%

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Micro Actions Small phatic gestures called “Micro Actions” will be used by the new middle. These are likes, comments, shares, reshares, etc. They are able to reliably break through the infinite noise because they are warranted, wanted, and valued by consumers and can not be blocked by adblockers.

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e future of Th Mobile Moments 2016

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Micro Moments Micro-moments are critical touch points within today’s consumer journey, and when added together, they ultimately determine how that journey ends. There are 3 critical aspects of micro-moments for mobile shoppers. – Google Think, Micro Moments  

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(1)Be There 90% of smartphone users are not absolutely certain of the specific brand they want to buy when they begin looking for information online. – Google Think, Micro Moments  

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(2)Be Useful 73% of consumers say that regularly getting useful information from an advertiser is the most important attribute when selecting a brand. – Google Think, Micro Moments  

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(3)Be Quick 70% of consumers switch apps, or sites during micro moments because “it is to slow”. – Google Think, Micro Moments  

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New Stac he k T System of Relevence 2016

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“ “ The CMO will have the largest IT budget in organizations by 2017. -Gartner Research 2014

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Connected Journeys Journey must be personalized across all channels, and contextual to the moment. This means a minimum of the following connected systems: •  •  •  •  CRM (system of record) Marketing Automation (system of engagement) Website (owned engagements) Product (increased value)

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Behavioral Data You  must  have  full  behaviorial  data  on  each   interac4on  across  your  owned  channels.  This   data  will  tell  you  which  content  to  show,  and   which  moment  the  person  is  looking  for.       Psychographic Data Psychographic  data  must  be  leveraged  when   placing  adver4sing  across  any  media  channel.   This  is  the  new  way  of  targe4ng  your   adver4sements,  and  it  is  possible  to  target  in  real   4me.       Internal CRM Data Your  internal  CRM  data  will  need  to  be   combined  with  your  Behavioral  data  for   content  sugges4ons,  and  your  psychographic   data  for  beBer  segmenta4on  and  content   targe4ng.      

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Due to the increase in technology marketing will be responsible for connecting the systems to create seamless experiences. This will create the need for a new in marketing departments. Systems architect’s will be familiar with all systems, and know how to connect, and collect data to execute contextual cross channel experiences. Systems Architect

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Predictive Content With the amount of experiences we must create it is impossible to be contextual to the moment with out predictive content. DIELEL increased revenue by 15% with predictive content.

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Conclusion (& prediction) The future of marketing is vastly different because buyers are different, and the ways we reach them are different. We must make strides to create scalable, sustainable, and valuable marketing systems. The future belongs to those who understand what is possible, why, and use modern media to build trusted relationships and valued experiences. Advertising alone will not get us there!

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Thank You Mathew  Sweezey   Principal  of  Marke4ng  Insights,  Salesforce       msweezey@salesforce.com   @msweezey    

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