More people in the world have access to cell phones than have access to clean drinking water, or electricity, and email open rates are at best 5%. Follow along Mathew Sweezey, head B2B marketing evangelist for Salesforce.com as he teaches you how to break thought and generate revenue with mobile marketing. Learn how to use geo fencing at tradeshows, drive real leads via paid social video, and how to design emails and content, which converts on mobile devices.
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Biography: Mathew Sweezey
Mathew is the Principal of Marketing Insights at Salesforce.com. Listed as the one the top
10 most influential B2B marketing thought leaders by Onalytica, and the author of
Marketing Automation for Dummies. His work has been featured in Moz, Clickz,
DemandGen Report, Mashable, and many others.
3. @msweezey!
1. Why nobody cares about your newsletter
2. Data to help you argue the point internally
3. Tactics which are the best use of mobile
marketing
CONTENTS
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The Environment
Business: Use media to
consume information
and to publish
information. ey are
reactionary to the
consumer.
Media: Is the medium
for communication
between all parties in
the environment.
Consumers: Are the
ones who obtain
information from media
to fulfill their needs.
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DIGITAL DISCOVERYA person uses more computing
power to do a search on Google,
than all of NASA had in 1969,
when they landed a man on the
moon.
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Media
UBIQUITYAnyone in the world can create, distribute, and
consume content. ere are more people in the
world with a cell phone, than there are those with
clean drinking water, or electricity.
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Media Changes
culturese written word destroyed the oral society, and
brought with language, math, and documented
history. Gutenberg democratized writing, and the
internet combined with mobility has changed us
once again.
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Guttenberg Meant
nothing to the illiterateYet no person can argue his impact to society. is is the same analogy for
infinite mobile media. No business in the future will be able to survive with
out an understanding of how to operate in a world of infinite mobile media.
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Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined
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71% of B2B buyers have been
disappointed by content
-Pardot research 2013
71% Of B2B Buyers Have
been disappointed with
content
-Pardot Research Report 2013
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71% of B2B buyers have been
disappointed by content
-Pardot research 2013
25% Of them will never
engage with your
content again
-Pardot Research Report 2013
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Media Made money Because they
owned the relationship. Not because
they mass published media.
We should learn…..
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Achieved a 30% reduction in sales cycle length in their industrial storage
business within one year, and another 25% reduction in two years with
the use lifecycle marketing focused on the relationship.
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Infinite mobile media means a
mobile strategy must begin with a
holistic mindset
Mobile is more than
Just what you say
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MindsetEveryone in the organization understands everything they do will end up online.
Services will receive tweets, product will receive reviews, and sales will be talked
about. Everyone must understand the net positive effects of their actions.
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Mindset is an organizational
discipline, branding is a
departmental execution.
Mindset > Branding
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1000’s of marketing
channels, 24/7 with
out you being involvede question is how do you make sure content
related to your brand is maintaining the best
possible experience?
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Traditional branding is ineffective
because it is unsustainable to think a
single department can manage your
brand in the infinite media
environment.
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Creating Mindset
- What do we value in an employee
- What do we value in a customer
- What do we call success
Everyone in the company should be able to answer these three questions
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more often than they do
those that simply urge them
to buy the product being
advertised. As a result, their
path to purchase is actually
their path to purpose.
Consumers choose the
brands that engage them
on their passions and
interests
42%PathtoPurpose
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EscapePeople wanting to escape will lean on self
discover and social channels. ey are
looking to escape their work, life, job, and
take a short break. No barring on sales
readiness.
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LearnPeople wanting to learn are
looking on ways to be better at
what they care about. is can also
take place during an escape. May
be an early sign of sales readiness if
they move to research.
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SeekPeople wanting to seek will
dedicate time to search, learn, and
solve. ey are looking for content
to help them fulfill purpose, or
solve a problem.
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How to make mobile
work
Mobile marketing is about
thinking differently, and
marketing in a new way.
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Marketing now knows every interaction
they company has had with the person
across external sources. Other data
sources can be added into know what
is relevant to a person based on their
digital fingerprints.
Every channel has the ability to read
and write to this record so in the future
every conversation in enabled to be
relevance. These conversations are
also used to trigger automated
content based on rule sets set up by
the business.
External View Internal View
Must have this first!
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Paid Social TargetingPay to provide amazing experiences, not ads.
• Bought house
with in past 6
months, or over
$350,000
• Uses an iphone,
and posts
pictures 1 time
per week
• Lives in 30315
• Looks like those
who visit my
pricing page.
• Has not been to
my website in
past 30 days.
• Learn to use
power editor.
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“Our end goal is to present the
customer with content that is relevant,
not invasive”
-Kimberly Ruthenbeck, Director of Web
Customer Experience for Room & Board
“
“
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Creativity
Left Brain
Bernay’s created the idea of Public
Relations after learning from his uncle
Sigmon Freud the power of the
unconscious mind. He create a new form
of strategic marketing which still exists to
this day. is is our guide.
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Shared Value + Shared Action = Shared Profit
People want to
rebuild Braddock
PA. Levi wants to
have people associate
their clothes with
work again.
Levi puts money, and
hires a company to
coordinate
community events to
rebuild Braddock.
People pitch in, and
suggest projects, and
execute them.
ey both profit
from a better
community, which
got back to working
again.
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Mobile marketing isn’t about mass push to cell phones, but rather 1
to 1 relationship building via strategic actions which provide people
with relevant experiences.
Mobile is a channel