INSPIRATIONS WEBINAR: Smart marketing is about help, not hype. If you’re wondering how to make your company seem more exciting, you’re asking the wrong question. You’re not only competing for attention only against other similar products, you’re competing against your customers’ friends and family, viral videos, and cute puppies. To win attention these days you must ask a different question: “How can we help?” Drawing from his experience, Jay Baer, provides a groundbreaking recipe for how to use information and helpfulness to transform the relationship between companies and customers. Youtility is a new marketing framework for the age of the information overload. Speaker: Jay Baer, President of Convince & Convert Moderated by: Joel Book, Principal, Marketing Insights, ExactTarget Marketing Cloud

1. #ETWEBINARS
Youtility: Why Smarter
Marketing is about Help,
not Hype
October 7, 2014

3. Webinar Follow-up
Watch your inbox!
Presentation will be recorded and shared
in a follow-up email.

4. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

5. Speakers
Jay Baer Joel Book
President
Convince & Convert
@jaybaer
Principal, Marketing Insights
ExactTarget Marketing Cloud
@joelbook

6. YOUTILITY
Why Smart Engagement
is About Help not Hype

7. The difference
between helping
and selling is just
2 letters
@jaybaer

8. @jaybaer
In the engagement
phase of the customer
journey you can play
the looong game

9. @jaybaer

10. @jaybaer
Embrace the power of
eventually

11. @jaybaer
YOUTILITY

12. Youtility is
marketing so
useful, people
would pay for it
@jaybaer

13. @jaybaer

14. The best and most
engaging
experiences are
useful experiences,
and we crave them
@jaybaer

15. “Useful articles are
forwarded 30% more
than average.”
@jaybaer

16. @jaybaer
Youtility is Required

17. If you create
Youtility, your
customers will
keep you close
@jaybaer

18. @jaybaer

19. 4 types of
Youtility for
Engagement
@jaybaer

20. 1. Self-Serve
Information
@jaybaer

21. Sources Needed Before Making a Purchase
5.3
10.4
2010
2011
Google!

22. Mobile data usage doubled in 2013
@jaybaer

23. @jaybaer

24. @jaybaer

25. @jaybaer
Blue Mountain Resorts uses “Social Engage” from
ExactTarget to convert Twitter Followers to email
subscribers.

26. Blue Mountain uses email to stay connected to guests, deliver
exclusive offers, and drive repeat bookings.

27. Relationships are
created with
information,
not just people
@jaybaer

28. 2. Radical
Transparency
@jaybaer

29. Trust is the prism
through which all
business success
must pass
(even post-sale)
@jaybaer

31. @jaybaer

32. @jaybaer

33. @@jajyabybaeare r

34. 3. Humanity
@jaybaer

35. @jaybaer
The best way to keep
your customers is to
make THEM the stars

36. Behold the wonders
of Cooperative
Content
@jaybaer

37. @jaybaer

38. @jaybaer

39. @jaybaer

40. @jaybaer

41. @jaybaer

42. @jaybaer

43. @jaybaer
4. Real-Time Relevancy

44. @jaybaer

45. Long-term
engagement is all
about transcending
the transaction
@jaybaer

46. @jaybaer

47. Give yourself
permission to make
the story bigger
@jaybaer

49. What do you create
to engage?
@jaybaer

50. @jaybaer
We are surrounded
by data, but starved
for insights

51. Market your marketing
and create customer
journeys
@jaybaer

52. @jaybaer

53. @jaybaer
Marketing so useful,
people would pay
for it

54. Questions?
This presentation was recorded and will be shared with all participants via email!
Jay Baer
President | Convince & Convert
@jaybaer
jay@convinceandconvert.com

55. Power the
Customer Journey
Text “JOURNEY” to 56237
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

56. Mark Your Calendars for Upcoming Webinars
October 23rd !
Leveraging a Single View of the Customer for Stellar Marketing !
November 11th !
Cost of the Customer: !
5 ways to Personalize Your Customer Experience!
November 20th!
Leveraging Customer Experience to!
Retain and Re-engage Customers !
REGISTER: http://pages.exacttarget.com/thefutureisnow !

57. Thank You
This presentation was recorded and will be shared with all participants via email!