5. WHAT IS A HIGH PERFOMER
@msweezey
THOSE BUSINESSES WHO
COMPARE THEIR OVERALL
BUSINESS PERFOMRMANCE
MUCH STRONGER THAN
THEIR DIRECT COMPETITION.
6. HIGH PERFOMERERS HAVE BETTER OUTCOMES
@msweezey
Underperformers
19%
High performers
19%
Moderate performers
62%
are “slightly or not at all satisfied”
with the current outcomes
realized as a direct result of their
company’s marketing investment
are “extremely satisfied” with the
current outcomes realized as a
direct result of their company’s
marketing investment
are “very or moderately satisfied”
with the current outcomes
realized as a direct result of their
company’s marketing investment
7. EXECUTIVE BUY IN
HIGH PERFORMERS HAVE A DIFFERENT KIND OF BUY IN FROM THEIR EXECUTIVES
NUMBRER ONE TRAIT
12. Compare
campaignsConversions: Taulia displayed a form at the end of
each video, both ones with humor and ones with out.
They are able to show the conversions the increase
reach is able to drive. In their case 67% of all
video’s using comedy drove a form completion at the
end of the video.
T I P S F O R E X E C S U P P O R T
13. Track
influence45% of all customers have watched 1 video,
a n d t h e y h av e i n f l u e n c e d o v e r
$100 million dollars in pipeline.
T I P S F O R E X E C S U P P O R T
14. Results:
It has driven a 28% increase in
website visits and 25% more
completed “Contact Us” forms.
@msweezey
20. Infinite
Media Hurts
Upon a Google search to find the local store the average review is
2.9 out of 5. Creating a bad impression directly following the
positive impression of the “Ship My Pants” campaign.
@msweezey
21. Net Positive
Experience
Upon going to the website to then purchase the website was broken.
This now has created a “NET NEGATIVE” effect and the only way
to win this consumer back is to spend more money. This is not
sustainable. @msweezey
26. budgetsThis has a ton to do with what you can do
Dollar, dollar bills, y’all
27. Where are high performing budgets going
@msweezey
With out executive buy in
there is no way you will
have a best in class
budget.
70%
39%
59%
39%
39%
Digital Marketing Spend
Traditional Marketing
Spend
Marketing tools and
technology
Marketing consulting
Marketing headcount
Increase in Spending
28. Maintain
branding
15% headcount
80% programs
5 % tech + other
2-6% GR
Average
budget
Fast
growth
25% Headcount
65% programs
10% tech + other
7-12% GR
30% headcount
55% programs
15% tech + other
13-30% PR*Gross revenue *Gross revenue *Projected revenue
29. How to go from established
to market leader
exacttarget
Cmo, TIM KOPP
42. They use ABM to change the
headline and the image to
match to different target
industries.
They use
Marketing
Automation to
nurture each
persons interest
They use high end analytics
to track the website
overall performance.
48. Capital
oneThey went from 0 to the
10th largest bank in the us
In just 25 years. They did this
By being a tech first company.
W h at ’ s i n y o u r w a l l e t ?
49. Itbeganwith
anidea….....If agile works in every other department where we have waterfall like
processes could it be used in marketing as well to improve production?
BUSINESS GOAL : BE MORE ADAPTAIVE AS A CULTURE
50. We burned the boats, there is
no going back.“ @msweezey
Executive management at capital one on move to agile in marketing department
51. HowtheydiditThey created 12 pods in a team of 140 marketers. They only converted
workflows and teams which easily fit into an agile framework. This was
about 1/3 of the total 140.
They had 2 people in charge of the test who were from the IT side who were
familiar with agile and basic marketing ideas. They were there to help set
up the structure and ensure success of the program.
54. @msweezey
AGILEPROCESS
1. BUSINESS GOAL – AE
2. OUTLINE THE PLAN - PM/PO
3. PUT ON BACKLOG – PM/PO
4. BREAK UP TASKS / SET COMMITS- POD
5. FINISH Sprint DO ‘RETROSPECTIVE’ – POD
6. Constantly MEASURE – BA
7. RE SET BACKLOG BASED ON DATA – BA/PO
WANT TO READ MORE ON AGILE PROCESS:
hFp://www.slideshare.net/MathewSweezey/the-x-factor-the-
secret-to-beFer-content-markeUng
55. IT FUNDAMENTALY CHANGED THE
WAY WE GO TO MARKET.“ @msweezey
HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
62. WHEN A SOCIAL AD AND EMAIL ARE
BOTH SENT TO A PERSON THE TOTAL
NET EFFECT IS A 22% INCREASE IN
ENGAGEMENT OVER EITHER BY
THEMSELVES
22
@msweezey
P E R C E N T
68. LEAD GEN NURTURING’S REAL GOAL
MOVE TO NEXT STAGE
Y O U C A N ’ T M A K E S O M E O N E B E S A L E S R E A D Y
@msweezey
69. Example
The first call to
action is relevant to
them at the moment.
Secondary call to
action is for the
next stage in the
buying cycle.
John,
I thought you’d like these 10 tips on nurturing. It was written by
Trulia, one of our clients.
Also if you’re looking for some research reports on marketing
automation here’s the Gartner Magic Quadrant.
Best,
Mathew
@msweezey
70. modern email Design
F^CK HTML
It doesn’t belong in nurturing emails, and let me prove to you why
@msweezey
71. Our job isn’t to be pretty. It’s
to be effective.“ @msweezey
72. RICHTEXT isauthentic
I can not hand code HTML
and never have. So if I sign
an email which is fully
formatted HTML it’s
obviously an automated
email.
RICH TEXT is how humans
write emails to each other.
Short, to the point, and with
out formatting.
John,
I didn’t know if you follow @jaybaer. He’s talking a lot about
content these days. Check him out!
best,
Mat
@msweezey
73. 15th largest bank
In the UNITED STATES
DID A SIDE BY SIDE
with HTML v RICH ->
INCREASED
ENGAGEMENT
BY4x
@msweezey
74. conclusions• Get your executive team to buy into the new idea of marketing, or find a new job.
• Creating a better team with agile work flows, and creative freedom will keep your
best people.
• Agile is the only way to keep up with the content demands of the modern
marketing world.
• You don’t have a content problem, you have a distribution problem.
• Tactics are more than just channels.
• Be human at all costs. Your customers demand it.