forget “know your buyers.” know your ecosystems...
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Software Improvement Group / CONFIDENTIAL
forget “Know Your Buyers.”
Maureen
Blandford
CMO, SIG
Marshall
Kirkpatrick
Product Director, Sprinklr
Know your ecosystems instead
Software Improvement Group / CONFIDENTIAL
you YOU
Software Improvement Group / CONFIDENTIAL
Grow unpaid reach for your company
Build brilliant relationships, for you and your company
Exponentially grow your brainpower
WH
Y
Know Your Ecosystems
Maureen
Blandford
CMO, SIG
Marshall
Kirkpatrick
Product Director, Sprinklr
Software Improvement Group / CONFIDENTIAL
TO ¯\_(ツ)_/¯
+ Quantitative &
Qualitative Results
Why? What? How?
What? How?
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
WH
AT
1. Forget what you know
2. Pivot towards ecosystems
3. Ignite trend spotting superpowers
4. Engage as a human
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
More content Content is King
Less content
Be Social
Know your buyer
Content is dead
Print is back
Print is dead
Social is dead
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
TO
Ecosystems
Traditional You, yours, theirs
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
TO
Ecosystems
Traditional You, yours, theirs
Adjacent
Ex PR v AR v MarTech
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
TO
Ecosystems
Traditional You, yours, theirs
Adjacent
Ex PR v AR v MarTech
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
RE
SU
LT
S
Software Improvement Group / CONFIDENTIAL
TO
Ecosystems
Marshall’s Social
Listening tips
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
TO
Trendspotting
Superpowers
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
RE
SU
LT
S
Software Improvement Group / CONFIDENTIAL
TO
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
TO
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
Google Hubspot Sage The Next Web
Engagio
1. Be cool with
rejection.
2. 10:1
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
1. Discover: find relevant people
2. Monitor: make it easy to find important conversations
3. Engage: regularly add value to other people’s conversations
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
Adding value
1. Be early
2. Say it best
3. Add unique perspective
4. Bring people and ideas together
Relevance wins the day HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
HO
W
Once again…
1. Discover: find relevant people
2. Monitor: make it easy to find important
conversations
3. Engage: regularly add value to other
people’s conversations
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
RE
SU
LT
S
Your content will drive materially better quality conversions.
Super cool influencers will want to work with you. Unpaid.
Know Your Ecosystems
Software Improvement Group / CONFIDENTIAL
you YOU
Software Improvement Group / CONFIDENTIAL
forget “Know Your Buyers.”
Maureen
Blandford
CMO, SIG
Marshall
Kirkpatrick
Product Director, Sprinklr
Know your ecosystems instead
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