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.
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Marketing as a Mindset not a Department by Mathew Sweezey of Pardot, a Salesforce.com company
- 1. MARKETING AS A MINDSET Not a DEPARTMENT Mar16thB2BRISINGCAROLINA
- 2. Marketing Author: Marketing Automation For Dummies – 2014 Is my love, work, passion, and what I think about all day every day - Mathew “Sweezey” @msweezey
- 4. NASA MORE POWER IN A GOOGLE SEARCH, THAN ALL OF NASA HAD TO PUT A MAN ON THE MOON @msweezey
- 5. 12 HOURS PER DAY INFRONT OF A SCREEN @msweezey
- 6. MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICITY OR CLEAN DRINKING WATER
- 11. 2/3@msweezey CONTENT GETS BUYERS THROUGH BUYING CYCLE
- 14. ABM@msweezey FOCUS ON COLLECTIVE ACCOUNT BASED MARKETING
- 15. MARKETING AUTOMATION @msweezey 53% of B2B Fortune 500 86% of B2B SaaS Companies
- 16. RE:@msweezey FOCUS ON INDIVIDUAL COOKIE BASED RE MARKETING
- 18. 1960 ! 5 marketing Channels 2013! 60+ marketing Channels 2020! 100’s of marketing Channels Print Radio Television DirectMail Fax Telemarketing Internet Email Facebook @msweezey
- 19. 2017
- 20. UNLIMITED >< BI DIRECTIONAL WWW @msweezey
- 21. LIVES FOREVER / TRUSTED WWW @msweezey
- 23. IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
- 26. 294 Billion Emails 2 Million Blog Posts 400Million Tweets PER DAY @msweezey
- 27. “CREATIVE” HEAD COUNT + BUDGET + TIME = CREATIVE @msweezey
- 29. EMAILWWW SEO SOCIAL/MOBILESOCIAL AUTOMATION CX DEMAND GENERATION TOOLS OVER 20 YEARS Mindset
- 31. “MINDSET” Leveraging each interaction with your company to reach a net positive gain in rapport.
- 32. BRANDING Branding is only owned by Marketing.
- 33. HEIARCHY OF DEMAND GENERATION COMPANY MINDSET BASIC CAMPAIGNS AUTOMATIONS SKUNK @msweezey
- 34. “SHIP MY PANTS” +10 = Great Campaign
- 35. BAD EXPERIENCE
- 36. BAD EXPERIENCE
- 38. +5 +5 0 +5 +15 +5 The only way to systematically RISE ABOVE THE Noise is to remove the volatility
- 39. IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
- 43. DNA 1: 2: 3: What do we value in a customer? What do we value in a employee? What do we consider success? @msweezey
- 44. MANAGED Must have ability to manage 360 degree experience for leads/customers. This includes UX, CX, Support, and Marketing.
- 45. EMPOWER
- 46. CASE STUDY • NO VC MONEY • 1/10 sales staff • 1 marketer (until 2011) • 1/20 marketing budget
- 47. #WINNING • 70% win rate • Goodwill – (nice guys don’t come in last when social media is involved) • Single Digit Churn @msweezey
- 49. • Best place to be a customer • Best place to work @msweezey Our Mindset
- 50. IMPRESSIONS / EXPERIENCES A B Received a $50 gift card and a thank you via email. Received a personal phone call, and no money.
- 54. BAD EXPERIENCES