Forget Everything You Know About Marketing Bill Nussey, CEO of Silverpop, presented to IEI on October 14, 2010 about the major changes in marketing. He discussed four big changes: 1) branding is no longer controlled by companies and customers now help build brands, 2) everything a company does is now considered marketing, 3) relationships have replaced acquisitions as the focus, and 4) engagement has become more important than interruption. Nussey provided tips for modern marketing such as going native on social networks, constant testing and measurement, deputizing entire companies for marketing, and building customer relationship databases. He emphasized that the new world of marketing presents big opportunities for those who adapt to the changes.

1. Forget Everything You Know
About Marketing
Presented to the IEI
Bill Nussey, CEO of Silverpop
y, p p
October 14, 2010
Copyright Bill Nussey

2. I have made these presentations
available in the hopes that the ideas will
il bl i h h h h id ill
be helpful to others.
I only ask that you respect my work by
providing attribution as appropriate and
not re-posting them.
Thank you and enjoy.
Bill Nussey
2

3. Agenda
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• Introduction
• Four big changes in marketing
• Thriving in the changes
• Wrap up and questions

4. Marketing 20 Years Ago
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5. Marketing Today
g y

6. Marketing Today
g y

7. Marketing Today (
g y (Reality)…
y)
Most marketers still start with a press release…
p

8. Four Big
Changes in
Marketing
M k ti

9. Branding is dead, long live Branding
g , g g
Your b d has never
Y brand h
mattered more and it
tt d d
has
h never b been more
out of your control
f l

10. The Evolution of Branding
g
Before: Your Brand
Is Built Here
Now: They
Build Y
B ild Your
Brand

11. Branding is dead, long live Branding
g , g g
• Companies live in a world of total transparency
p p y
• It’s never been easier for buyers to talk to each
It s
other
• At best, you can start the conversation about your
brand but buyers will always finish it
y y

12. Branding in the New World
g
• Participate in the conversation
p
“ ”
Think DIALOG not PUBLISH“ ”
• Dare to be different
Communicate with a Personality
Be Remarkable

14. Everything is Marketing
y g g
Marketing – mahr-ki-ting – the process or technique
mahr ki ting
of promoting, selling, and distributing a product or
service

15. Sales i
S l is marketing
k i +
Support is marketing +
Billing i
Billi is marketing
k i +
Product is marketing +
Service is
S i i marketing +
k i
Pricing is marketing +
Contracts
C t t are marketing +
k ti
Everything is marketing
E hi i k i

16. Everything is Marketing
y g g
• Since your brand is now built by customers…
y y
and all your customers are talking all the time…
everything single thing you do drives your brand
Zappos grew from $0 to
$1,000,000,000 in less than 10
years entirely on the reputation
of i customer service…with
f its i ih
virtually no marketing

17. Relationship is the new
Acquisition
A i iti
• It costs 5X as much to get a new customer than to
keep one
p
• Yet I’ve never seen a single marketing team whose
et e e e see s g e a et g tea ose
budget reflects this

18. The Noise is Getting Louder…
g
• Acquisition = Interruption
q p
• Customers are looking for places to get away from
the interruptions
• Social networks were supposed to kill email
because they were less cluttered…
y
but have you looked at
your Twitter or Facebook
feed recently?

19. Customers cannot find any
place that is safe from
interruption so they are
learning to tune
everything out…
… except for their friends
… and the companies that
y
actually build valuable
relationships with them

20. The Future of Marketing
is Engagement
i E t
• Buyers will retreat to companies that can
communicate with them when they want about
y
what they want
• To get above the noise, marketers must be relevant
and they must engage with their customers

23. What is Engagement Marketing?
g g g
List size Behavior data
1:1 targeting 1:1 dialogs
Impractical complexity Easy automation
Interruption Permission
CPA LTV
Marketing Department Entire Company

24. Engagement War Story
g g y
Who is this guy?
1. Everyone needs to realize they are in
Lessons marketing
Learned
L d 2.
2 This exchange was genuine and said more
about our culture than any ad
3. This stuff is hard, messy and very imperfect

25. Tips for Modern
Marketingg

26. “How
“H can my
small team
possibly get on
top of all these
things?”
hi ?”

27. Go Native
• Go and live online
– Post on Facebook, a lot
– Tweet on Twitter
– Put videos on YouTube
– Check-in with Foursquare
– Post a product review
– Start a personal blog
– Post comments on other
blogs
– Move to cloud with DropBox
– Get an iPad (and expense it)
– Hang out at LinkedIn
Answers

28. Test, measure, test, measure
, , ,
• Bad news: I don’t have a clue how
to build your marketing mix
• Worse news: whatever mix you y
find that works won’t work as well
in a year
• Good news: you can measure
everything so you shouldn’t be
guessing for l
i f long and you’ll see
d ’ll
the changes as they’re happening

29. Join the Automation Revolution

30. Deputize Your Whole Company
p p y
• Everyone needs to be in marketing
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• Send in a “secret shopper” and report back on how
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your company really looks
p y y
• Get your colleagues to Go Native
• Survey custo e sat on things like
Su ey customer o t gs e
billing, support, services

31. Build a Marketing CRM Database
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• Whether you have 10 customers or 10,000,000
y , ,
– Know what your customers are doing so that every contact with
them is relevant and engaging
• Use your SFA, email marketing or even Outlook – it
doesn t
doesn’t have to be fancy
• G beyond contact information
Go b d t ti f ti
– Purchases, features used, frequency of use,
calculate life cycle, etc.

32. Wrap Up

33. Forget Everything You Know…
g y g
• Marketing has seen an explosion in the number of
g p
channels – customers are everywhere
• Customers are talking about you whether or not
your listening
• We live in a world of complete transparency –
p p y
ignore this at your peril

34. The New World is Better
Than You Thi k
Th Y Think
• The new marketing is a lot less about $$$ and a lot
g
more about creativity, brand and genuine dialogs
• All this change represents the biggest opportunity in
decades
• No one is good at it so you might as well be in there
g y g
early and skin your knees before your competition
does

35. So
ome of my
m
fav e boo
vorite oks
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