#ZGMultifamily IT SHOULDN’T BE SCARY
T GO DIGITAL Kyle Lacy, Head of Marketing Strategy, OpenView

@KYLEPLACY@KYLEPLACY2 @KYLEPLACY We must understand
change.

@KYLEPLACY@KYLEPLACY3 @KYLEPLACY Why is this
happening?

@KYLEPLACY@KYLEPLACY4 @KYLEPLACY Mobility completely changed
the game. CURRENT DISRUPTION

@KYLEPLACY@KYLEPLACY5 @KYLEPLACY DAY IN THE
LIFE OF A MOBILE USER Average # Apps Installed on Device Average Numbers of Apps Used Daily Average # of Apps Accounting for 80%+ of App Usage Time Spent on Phone (per Day) Most Commonly Used Apps USA 37 12 3 5 hours Facebook Chrome YouTube Source: KPCB Internet Trends Report

@KYLEPLACY@KYLEPLACY6 @KYLEPLACY Every customer is
a consumer first.

@KYLEPLACY@KYLEPLACY7 @KYLEPLACY And the consumer
experience is seamless.

@KYLEPLACY@KYLEPLACY8 @KYLEPLACY

@KYLEPLACY@KYLEPLACY9 @KYLEPLACY Smart machines are
here to stay. FUTURE DISRUPTION

@KYLEPLACY@KYLEPLACY16 @KYLEPLACY
Have no fear.

@KYLEPLACY@KYLEPLACY17 @KYLEPLACY
We don’t survive.

@KYLEPLACY@KYLEPLACY18 @KYLEPLACY
We evolve.

@KYLEPLACY@KYLEPLACY19 @KYLEPLACY Embracing the 4
Ps f Digital Evolution SUPREME SURVIVAL TIP

@KYLEPLACY@KYLEPLACY20 @KYLEPLACY PROCESS PEOPLE PERSONA
PERFORMANCE

@KYLEPLACY@KYLEPLACY21 @KYLEPLACY PEOPLE Do you
have the right people? Hire for aptitude, attitude and agility.

@KYLEPLACY@KYLEPLACY22 @KYLEPLACY

@KYLEPLACY@KYLEPLACY23 @KYLEPLACY Is your team
organized to win in the digital environment?

@KYLEPLACY@KYLEPLACY24 @KYLEPLACY Acquisition Conversion Brand
Content PR Brand Enablement Corporate Comms Creative Events Digital Traditional Ads Managers Operations Automation Personas/Strategy Messaging Sales Enablement Training Retention THE MODERN MARKETING ORG

@KYLEPLACY@KYLEPLACY25 @KYLEPLACY The marketing team
of the future…

@KYLEPLACY@KYLEPLACY26 @KYLEPLACY controls every aspect
of the consumer experience.

@KYLEPLACY@KYLEPLACY27 @KYLEPLACY PERSONA Do you
know your customer? Do you understand their behavior, motivations, goals and demographics?

@KYLEPLACY@KYLEPLACY28 @KYLEPLACY PERSONA a semi-fictional
representation of your ideal customer based on market research and real data about your existing customers.

@KYLEPLACY@KYLEPLACY29 @KYLEPLACY PROCESS How does
your team operate and optimize for product, pricing, promotions and channels?

@KYLEPLACY@KYLEPLACY30 @KYLEPLACY Your UXperience matters.
PROCESS TIP #1

@KYLEPLACY@KYLEPLACY31 @KYLEPLACY Get the experience
right and your product will sell itself.

@KYLEPLACY@KYLEPLACY33 @KYLEPLACY Or you customers
will sell it for you.

@KYLEPLACY@KYLEPLACY34 @KYLEPLACY

@KYLEPLACY@KYLEPLACY35 @KYLEPLACY 73% of companies
consider user experience a top priority Source: Forrester Research, Forrester’s CX Index

@KYLEPLACY@KYLEPLACY36 @KYLEPLACY 1% of companies
deliver an excellent experience Source: Forrester Research, Forrester’s CX Index

@KYLEPLACY@KYLEPLACY37 @KYLEPLACY
Source: UserTesting.com

@KYLEPLACY@KYLEPLACY38 @KYLEPLACY Customer service is
the new marketing. PROCESS TIP #2

@KYLEPLACY@KYLEPLACY39 @KYLEPLACY

@KYLEPLACY@KYLEPLACY40 @KYLEPLACY

@KYLEPLACY@KYLEPLACY41 @KYLEPLACY Social media engagement
is about retention, not acquisition.

@KYLEPLACY@KYLEPLACY42 @KYLEPLACY It’s time to
hug your haters.

@KYLEPLACY@KYLEPLACY43 @KYLEPLACY $500 Billion Per
Year in Marketing Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY44 @KYLEPLACY $500 Billion Per
Year in Marketing $9 Billion Per Year in Customer Service Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY45 @KYLEPLACY 40% of social
media haters expect a reply within one hour. Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY46 @KYLEPLACY Answering one complaint
online increases customer love as much as 25%. Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY47 @KYLEPLACY 80% of companies
say they deliver exceptional customer service. Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY48 @KYLEPLACY 8% of their
customers agree. Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY49 @KYLEPLACY Go back and
answer the first 2 pages of reviews everywhere. Source: Jay Baer, Hug Your Haters

@KYLEPLACY@KYLEPLACY50 @KYLEPLACY PERFORMANCE Do you
have the system in place to track and evolve?

@KYLEPLACY@KYLEPLACY51 @KYLEPLACY Source: David Walmsley
“We must move from numbers keeping score to numbers that drive better actions.”

@KYLEPLACY@KYLEPLACY52 @KYLEPLACY Data is life.
PERFORMANCE TIP #1

@KYLEPLACY@KYLEPLACY53 @KYLEPLACY 70% of technology
implementations fail because of BAD DATA. Source: Forrester Research

@KYLEPLACY@KYLEPLACY54 @KYLEPLACY What about small
data vs. big data vs. medium data vs. somewhat large data?

Courtesy of Alex Tellez +
Amy Wang + H2O Team

one.
Moments
Matter

@KYLEPLACY@KYLEPLACY57 @KYLEPLACY HOW DO YOU
EFFICIENTLY MANAGE DATA? • Database cleansing should be top priority • Do you have someone focused on data management? • Get your team off spreadsheets • One system of record for the entire company • Get your team off spreadsheets • Get your team off spreadsheets

@KYLEPLACY@KYLEPLACY58 @KYLEPLACY Better Goal Tracking
Leads to Better Results PERFORMANCE TIP #2

@KYLEPLACY@KYLEPLACY59 @KYLEPLACY Data / Automation
CRM MY PRIMARY STACK Goal / Project Management

@KYLEPLACY@KYLEPLACY60 @KYLEPLACY

@KYLEPLACY@KYLEPLACY61 @KYLEPLACY

@KYLEPLACY@KYLEPLACY62 @KYLEPLACY

@KYLEPLACY@KYLEPLACY63 @KYLEPLACY Die engagement metrics.
Long live unit economics. PERFORMANCE TIP #3

@KYLEPLACY@KYLEPLACY64 @KYLEPLACY Marketing should function
like an ecommerce company.

@KYLEPLACY@KYLEPLACY65 @KYLEPLACY ENGAGEMENT IS IMPORTANT
• Open Rate • Click Through Rate • Cost per Click • Time on Site • Bounce Rate • Close rate per Channel But secondary

@KYLEPLACY@KYLEPLACY66 @KYLEPLACY UNIT ECONOMICS Direct
revenues and costs associated with a particular business model expressed on a per unit basis.

@KYLEPLACY@KYLEPLACY67 @KYLEPLACY LIFETIME VALUE (LTV)
the amount of revenue a single user generated during the entire duration of their usage of your service

@KYLEPLACY@KYLEPLACY68 @KYLEPLACY Strive to understand
your unit economics better than the CEO

@KYLEPLACY@KYLEPLACY69 @KYLEPLACY PROCESS PEOPLE PERSONA
PERFORMANCE

@KYLEPLACY@KYLEPLACY70 @KYLEPLACY We believe providing
(individual) with this (service) will result in this (outcome). We will know this when we see (measureable result). @JimKalbach

@KYLEPLACY@KYLEPLACY71 @KYLEPLACY Your PEOPLE should
develop and re-develop your PERSONAS and PROCESSES to improve PERFORMANCE.

@KYLEPLACY@KYLEPLACY72 @KYLEPLACY
One last thing…

@KYLEPLACY@KYLEPLACY73 @KYLEPLACY You are not
marketers

@KYLEPLACY@KYLEPLACY74 @KYLEPLACY You are not
marketers growth hackers

@KYLEPLACY@KYLEPLACY75 @KYLEPLACY You are not
marketers growth hackers CEO social media ninjas

@KYLEPLACY@KYLEPLACY76 @KYLEPLACY You are not
marketers growth hackers CEO social media ninjas digital marketing savants or growth hackers

@KYLEPLACY@KYLEPLACY77 @KYLEPLACY You are experience
makers and managers.

@KYLEPLACY@KYLEPLACY78 @KYLEPLACY It is the
only thing that makes you relevant.

@KYLEPLACY@KYLEPLACY79 @KYLEPLACY
@kyleplacy
Thank you!