iei - forget everything you know about marketing 10-2010
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Forget Everything You Know About MarketingPresented to the IEI Bill Nussey, CEO of Silverpop
About Marketingy, p p
October 14, 2010
Copyright Bill Nussey
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I have made these presentations il bl i h h h h id illavailable in the hopes that the ideas will
be helpful to others.
I only ask that you respect my work byI only ask that you respect my work by providing attribution as appropriate and not re-posting them.
Thank you and enjoy.Bill Nussey
2
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Agendag
• Introduction• Four big changes in marketing• Thriving in the changesThriving in the changes• Wrap up and questions
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Marketing 20 Years Agog g
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Marketing Todayg y
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Marketing Todayg y
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Marketing Today (Reality)…g y ( y)
Most marketers still start with a press release…p
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Four Big Changes in M k tiMarketing
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Branding is dead, long live Brandingg , g g
Y b d hYour brand has never tt d d itmattered more and it
h bhas never been more f lout of your control
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The Evolution of BrandinggBefore: Your Brand
Is Built HereIs Built Here
Now: They B ild YBuild Your
Brand
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Branding is dead, long live Brandingg , g g
• Companies live in a world of total transparencyp p y
• It’s never been easier for buyers to talk to eachIt s never been easier for buyers to talk to each other
• At best, you can start the conversation about your brand but buyers will always finish ity y
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Branding in the New Worldg
• Participate in the conversationp
Think “DIALOG” not “PUBLISH”
• Dare to be different
Communicate with a Personality
Be Remarkable
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Everything is Marketingy g g
Marketing – mahr-ki-ting – the process or techniqueMarketing mahr ki ting the process or technique of promoting, selling, and distributing a product or service
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S l i k iSales is marketing +Support is marketing +Billi i k iBilling is marketing +Product is marketing +S i i k iService is marketing +Pricing is marketing +C t t k tiContracts are marketing +
E hi i k iEverything is marketing
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Everything is Marketingy g g
• Since your brand is now built by customers…y yand all your customers are talking all the time… everything single thing you do drives your brand
Zappos grew from $0 to $1,000,000,000 in less than 10
years entirely on the reputation f i i i hof its customer service…with
virtually no marketing
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Relationship is the new A i itiAcquisition
• It costs 5X as much to get a new customer than to keep onep
• Yet I’ve never seen a single marketing team whose et e e e see a s g e a et g tea osebudget reflects this
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The Noise is Getting Louder…g
• Acquisition = Interruptionq p
• Customers are looking for places to get away fromCustomers are looking for places to get away from the interruptions
• Social networks were supposed to kill email because they were less cluttered…y
but have you looked atyour Twitter or Facebook
feed recently?
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Customers cannot find any place that is safe from interruption so they areinterruption so they are learning to tune everything out…
… except for their friends
… and the companies that actually build valuable yrelationships with them
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The Future of Marketingi E tis Engagement
• Buyers will retreat to companies that can communicate with them when they want about ywhat they want
• To get above the noise, marketers must be relevant and they must engage with their customers
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What is Engagement Marketing?g g g
List size Behavior data
1:1 targeting 1:1 dialogs
Impractical complexity Easy automation
Interruption Permission
CPA LTV
Marketing Department Entire CompanyMarketing Department Entire Company
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Engagement War Storyg g y
Who is this guy?
1. Everyone needs to realize they are in marketing
2 This exchange was genuine and said moreLessons L d 2. This exchange was genuine and said more
about our culture than any ad3. This stuff is hard, messy and very imperfect
Learned
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Tips for ModernTips for Modern Marketingg
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“H“How can my small teamsmall team
possibly get on top of all these
hi ?”things?”
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Go Native
• Go and live online– Post on Facebook, a lot– Tweet on Twitter
Put videos on YouTube– Put videos on YouTube– Check-in with Foursquare– Post a product review– Start a personal blog– Post comments on other
blogs– Move to cloud with DropBox– Get an iPad (and expense it)– Hang out at LinkedInHang out at LinkedIn
Answers
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Test, measure, test, measure, , ,
• Bad news: I don’t have a clue how to build your marketing mix
• Worse news: whatever mix you yfind that works won’t work as well in a year
• Good news: you can measure everything so you shouldn’t be
i f l d ’llguessing for long and you’ll see the changes as they’re happening
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Join the Automation Revolution
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Deputize Your Whole Companyp p y
• Everyone needs to be in marketingy g• Send in a “secret shopper” and report back on how
your company really looksy p y y• Get your colleagues to Go Native• Survey customer sat on things likeSu ey custo e sat o t gs e
billing, support, services
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Build a Marketing CRM Databaseg
• Whether you have 10 customers or 10,000,000y , ,– Know what your customers are doing so that every contact with
them is relevant and engaging
• Use your SFA, email marketing or even Outlook – it doesn’t have to be fancydoesn t have to be fancy
G b d t t i f ti• Go beyond contact information– Purchases, features used, frequency of use,
calculate life cycle, etc.
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Wrap Up
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Forget Everything You Know…g y g
• Marketing has seen an explosion in the number of g pchannels – customers are everywhere
• Customers are talking about you whether or not your listening
• We live in a world of complete transparency –p p yignore this at your peril
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The New World is Better Th Y Thi kThan You Think• The new marketing is a lot less about $$$ and a lot g $$$
more about creativity, brand and genuine dialogs
• All this change represents the biggest opportunity in decades
• No one is good at it so you might as well be in there g y gearly and skin your knees before your competition does
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