Markedu founder, expert marketer Michael Leander presented his marketing keynote "9,5 tips to ROMI in front of the attendees at APPM's 17th National Marketing Congress in Lisbon, Portugal. The Semana Nacional de Marketing 2015 (National Marketing Congress Portugal) was organized for the 16th time by APPM - Associação Portuguesa dos Profissionais de Marketing.

1. 9
½
$ps
to
ROMI+
How
will
Portuguese
CMO’s
earn
the
respect
and
admira:on
they
deserve?
Michael Leander, Markedu Lda.
markedu.pt
/
@markedu
/
@michaelleander

2. “By 2020 customer
experience is expected to
surpass product and pricing
as the key business
differentiator”
Source:
Forbes
Insights
“Customers
for
Life”
in
associa@on
with
Sitecore

4. Nudge to change people’s behavior
and turn intentions into actions –
add to the experience

5. Foundational elements
need “Fix’ing”
if CMO’s are to meet &
exceed expectations

6. Tip
#
1
sponsored
by
my
mother
Respect your
audience and pay
attention to their
ever changing
needs

9. Don’t bluff
Be transparent
Be(come) easy
to do business
wth in near real
time & keep
your promises

10. Who is Michael Leander?
ü As
CEO,
CMO
have
made
marke$ng
mistakes
consistently
for
20+
years
…
…
and
learned
from
most
of
them
ü Speaker
in
40+
countries
ü Judged
marke$ng
awards
in
15
countries
…
…
great
source
of
inspira@on
for
learning
how
marketers
think
&
act
ü Board
member.
Consultant,
trainer,
speaker,
father
of
many,
husband
to
one
ü Founded
Markedu
and
therefore
consistently
exposed
to
mistakes
&
solu$ons

11. You
can
win
this
today
!

12. But
wait
–
there’s
more

13. Or
you
can
win
1
$cket
for
the
Mobile
Marke$ng
Masterclass
on
20
May

14. 2
winners
will
be
randomly
selected
from
all
entries
1. Take
a
(fun)
selfie,
write
a
smart
comment,
post
a
cool
video-­‐snippet
or
quote
a
quote
2. Post
on
TwiDer,
Facebook,
YouTube,
Instagram
or
Google+
3. MenNon
#Markedu
or
#SND15
or
@Markedu
or
@Michaelleander
or
@Appm_PT
4. You
are
welcome
to
Facebook
on
APPM’s
and/or
Markedu’s
Facebook
pages
too
Winner
will
be
announced
today
immediately
aSer
the
last
session

15. Tip
#
½
Stop the
embarrassing focus
on quantities. Start
obsessing about
quality.

16. Don’t
count
the
customers
you
reach
–
Reach
those
who
count
@michaelleander

17. Tip
#
2
–
sponsored
by
Edward
Create a culture of
experimentation.
Understand that
failure is a big part of
your success.

18. Failing is not a problem. As
long as your organization
learn from each failure

19. Constant experimentation
helps innovation evolve.
Reserve 10-15% of budget &
time for experimentation
and testing
Experiments can lead to
unexpected positive results

20. Explore
different
ways

21. A $ 100 dollar experiment
created massive success

22. Get
3
more
$ps
along
with
the
full
story
in
PDF
format
directly
to
your
email.
Email: michael@leander.me

23. Tip
#
3
–
sponsored
by
Valeria
Big ideas. Big ideals.
Take your CMO vanity
somewhere else

24. Think process and culture!
Divorce “We should do this” ! Get a “Let’s do this” culture

25. Brilliant
ideas
are
1
in
1.000
and
(very)
expensive
to
generate.
Execu$on
is
bread
and
bu[er
for
CMO’s!
Choose
strong
execu$on
over
brilliant
ideas

26. VOTE
FOR
Stories
that
last
and
campaign
longevity

27. Tip
#
4
–
sponsored
by
SQL
There is more to
marketing than art!
Embracing science &
technology won’t kill
you !

31. Most effective marketing channels
ignored by Portugal CMO’s !
• SEO
• Email
markeNng
• 3
• 4
• 5

32. Tip
#
5
–
Sponsored
by
Anastasia
Mobility is not next
year’s budget. It is
happening now !

33. Being responsive is merely your
entry ticket. What matters is
the experience you deliver.

34. Me time
accounts for
46% of time
spent on
mobile
Shopping
12%
Socializing
19%

35. Tip
#
6
–
sponsored
by
my
wife
Learn how to count!
Cheap is expensive
and expensive is
cheap

36. Common
misconcep$ons
in
marke$ng
Email
is
CHEAP
Direct
mail
is
EXPENSIVE

37. Cost
per
order
€
78
Cost
per
order
€
98
Smaller
apparent
risk
Higher
apparent
risk

38. Be obsessed
about your key
marketing
numbers
Cost
per
order
Cost
per
new
customer
Cost
per
lead
Cost
per
acNon
…
8
out
of
10
CMO’s
don’t
know
their
CPL
$

39. Tip
#
7
–
sponsored
by
Winnie,
my
sister
Content means
nothing if it ain’t
relevant in context !

40. What
really
decides
consumers
to
buy
or
not
to
buy
is
the
content
of
your
adver:sing,
not
its
form.
David
Ogilvy

41. The
Power
of
Paper
Mul@-­‐channel
really
is
mul@-­‐channel.
Across
the
board
25%
of
consumers
prefer
paper
over
digital
in
cri@cal
stages
of
the
buying
cycle

42. 3 big C’s:
Context, Connectivity, Content
CONNECTIVITY
Desktop
Phone
Tablet
TV
CONTEXT
CONTENT
Watching Monday night football and has
his phone
Awareness TV Spot and Twitter
Sponsored Tweet Ad
As a high LTV prospect, loaded into Fb
custom audience list
Awareness messaging via Fb newsfeed
DR remarketing mobile display ad with
customized offer for Term Life
Life Insurance Key Word Re-Marketing
Pool
Visits site 2 days later on his iPad,
recognized as same user
Customized, responsive offer landing
page: Online quote
Searches for branded generic keyword;
Attitudinal Segment A
YouTube video on how to buy Life Insurance
High-LTV, incomplete quoter re-marketing
pool
Personalized offer email
Personalized site landing page with offer
Segment A
Perhaps
content
isn’t
King
aSer
all?
Perhaps
context
is
!

43. Tip
#
8
–
sponsored
by
my
father
Engagement is not a
fad. Nor is relevance.

45. Getting and keeping anyone’s
attention is difficult these days.
Buyers
have
an
abundance
of
choices
You
need
to
“nudge”
consistently
to
earn
the
desired
behavior.
And
occasionally
push
hard.

46. No more sex on
the first date !
On
average
buyers
engage
with
more
than
11
pieces
of
content
before
making
a
purchase
decision

47. Meet
the
new
AIDA
A
=
ADenNon
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
AcNon
Engage
me
Many
interacNons
to
convince
&
convert

48. A
=
ADenNon
(Awareness)
I
=
Interest
D
=
Desire
E
=
Engagement
A
=
AcNon
Personalized
dialogue
Eyeballs
Engage
$
Engage
Nurture
Re-­‐
acNvate
AIDEA is the new black!

49. Tip
#
9
–
sponsored
by
reality
check
The immediate value
of social media is in
the share.
Like not like.

51. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good
ac:on
counts
Like
is
NOT
a
currency,
engagements
conver@ng
to
ac@ons
are
@michaelleander
#appmpt

53. CMO’s
need
to
own
the
experience
across
all
channels
#SND15
@michaelleander
@markedu

54. Speak
to
customers
and
prospects
in
their
language
addressing
the
problems,
concerns
and
aspira:ons
of
individuals,
not
segments
Cross
channel
personaliza:on
and
customiza:on
is
the
need
of
the
hour.
Will
CMO’s
in
Portugal
succeed?

55. Obrigado
Talk
to
me
michael@leander.me