Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesforce.com company

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We’ve all made websites, learned SEO, understood email marketing, but now the speed at which marketing technologies and mediums are being created greatly out paces our ability to keep up. Mathew will walk us thought the biggest change businesses need to understand to make the best use of both current and future marketing technologies. Learn how to increase demand with less spend, cut thought the noise and create sustainable demand well into the future.

Educação

MARKETING
AS A MINDSET
Not a
DEPARTMENT
Mar16thB2BRISINGCAROLINA

Marketing
Author:
Marketing Automation
For Dummies – 2014
Is my love, work, passion, and what I think about all day
every day
- Mathew “Sweezey”
@msweezey

NASA
MORE POWER
IN A GOOGLE
SEARCH, THAN
ALL OF NASA
HAD TO PUT A
MAN ON THE
MOON @msweezey

12
HOURS
PER DAY
INFRONT OF
A SCREEN
@msweezey

MORE PEOPLE
HAVE CELL PHONES
THAN ACCESS TO
ELECTRICITY OR
CLEAN DRINKING
WATER

2/3@msweezey
CONTENT GETS BUYERS
THROUGH BUYING
CYCLE

Marketing
“2/3”
Sales
@msweezey
“RAPPORT BUILDING”

ABM@msweezey
FOCUS ON COLLECTIVE
ACCOUNT BASED MARKETING

MARKETING
AUTOMATION
@msweezey
53% of B2B Fortune 500
86% of B2B SaaS Companies

RE:@msweezey
FOCUS ON INDIVIDUAL
COOKIE BASED RE MARKETING

1960 !
5 marketing
Channels
2013!
60+ marketing
Channels

2020!
100’s of
marketing
Channels

Print
Radio
Television
DirectMail
Fax
Telemarketing
Internet
Email
Facebook
@msweezey

UNLIMITED >< BI DIRECTIONAL
WWW
@msweezey

IMPRESSIONS / EXPERIENCES
A B
Received a
$50 gift card
and a thank
you via email.
Received a
personal phone
call, and no
money.

294 Billion
Emails
2 Million Blog
Posts
400Million
Tweets
PER
DAY
@msweezey

“CREATIVE”
HEAD COUNT + BUDGET
+ TIME = CREATIVE
@msweezey

EMAILWWW SEO SOCIAL/MOBILESOCIAL AUTOMATION CX
DEMAND GENERATION
TOOLS OVER
20 YEARS
Mindset

“MINDSET”
Leveraging each interaction with
your company to reach a net
positive gain in rapport.

BRANDING
Branding is only owned by
Marketing.

HEIARCHY OF DEMAND GENERATION
COMPANY MINDSET
BASIC CAMPAIGNS
AUTOMATIONS
SKUNK
@msweezey

+5 +5
0 +5
+15 +5
The only way to
systematically RISE ABOVE
THE Noise is to remove the
volatility

DNA
1:
2:
3:
What do we value in a customer?
What do we value in a employee?
What do we consider success?
@msweezey

MANAGED
Must have ability to manage
360 degree experience for
leads/customers. This
includes UX, CX, Support, and
Marketing.

CASE STUDY
• NO VC MONEY
• 1/10 sales staff
• 1 marketer (until 2011)
• 1/20 marketing budget

#WINNING
• 70% win rate
• Goodwill – (nice guys don’t come in
last when social media is involved)
• Single Digit Churn
@msweezey

• Positive
• Self Starting
• Supportive
@msweezey
Our Values

• Best place to be a
customer
• Best place to work
@msweezey
Our Mindset

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Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesforce.com company