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THE FUTURE OF
DEMAND2 0 1 9 - 2 0 2 5 & B E Y O N D
Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for Dummies
(2013)
• Context Revolution –Harvard
Business Press (2019)
@msweezey
YOU CAN GO AHEAD AND GET THE SLIDES BY
GOOGLING @MSWEEZEY
The future is already here it
just isn’t equally distributed.
William Gibson, Author & Futurist
@msweezey
@msweezey
DEMAND IS RESPONSIVE
TO A NEW CONSUMER
T H E N E W C O N S U M E R M A N D A T E
@msweezey
80%
@msweezey
Of customers say the
experience a company
provides is as important
as its products and
services.
Source: State of the Connected Customer 2018
@msweezey
B2B B2C
Technology has made it easier than ever to take my
business elsewhere
82% 70%
Technology is redefining my behavior as a consumer 76% 61%
Technology has significantly changed my expectations
of how companies should interact with me
77% 58%
Expect the brands they purchase from to respond and
interact with them in real time
80% 64%
B2B Buyers Are
More Affected
Source: State of the Connected Customer 2018
12%There is only a 12% delta
between the preferences of
millennials and baby boomers.
So if 100% of millennials do
something, it’s safe to say 88%
of boomers do too.
Source: State of the Connected Customer 2018
CONTEXT BREAKS
THROUGH
T H E R E I S A N E W M O D U S O P E R A N D I
@msweezey
600+ million devices have ad-blocking
on them. This is easily the largest
boycott in history.
@msweezey
““
Doc Searls, Author & Harvard Fellow
Attention: seeks to break through by stealing
the consumers attention away from the task at
hand.
Context: seeks to break through by aligning
with the consumers goal at the moment.
@msweezey
The consumer is no
longer in control…their
AI is!
@msweezey
@ m s w e e z e y
@msweezey
90%+ of customer
journeys begin with
a Google Search.
Google is one of the
largest
implementations of
AI currently. It only
serves up contextual
results.
Brands plan to
increase their
use of AI on
websites by
257% in 2019
Chatbots are
also taking hold
adding even
more AI to the
moment.
Email inboxes
use AI to filter
communications
and keep spam
out of your
inbox.
Brands also
leverage AI to
create bespoke
emails now.
Every social media
feed is AI driven only
showing contextual
experiences.
Messaging bots are
now functioning as
websites for many
brands.
Search Web Email Social
THE POST AI CONSUMER
BY 2025 95% OF ALL
CONSUMER
INTERACTIONS
The AI is attuned to the context of the
moment, and creating the best
experience for the consumer.
Source: FORBES 10 Customer Experience Implementations Of Artificial
Intelligence
@msweezey
Attention seeking messages are filtered out
by AI, because consumers don’t want them.
Only contextual experiences are let through.
Breaking through is now accomplished
by creating contextual experiences.
@msweezey
DEMAND BECOMES A
FUNCTION OF EXPERIENCE
@msweezey
E X P E R I E N E I S T H E N E W P R O D U C T W E A R E S E L L I N G
The amount of want the marketplace has for your
product. Typically measured by number of net new
sales, or interest in your brand.
@ m s w e e z e y
OLD DEFINITION OF DEMAND:
@msweezey
The amount of total revenue marketing is able to
drive. It is now a measure of both net new sales,
but also reduced churn, and increased LCV.
@ m s w e e z e y
NEW DEFINITION OF DEMAND:
@msweezey
Source: Salesforce State of Marketing 2017
High performers were 17X more
likely to be considered excellent at
collaboration across the entire
customer lifecycle
17X
HIGH PERFORMERS COLLABORATE
ACROSS THE BUSINESS
BETTER AT
COLLABORATING
ACROSS THE BUSINESS
@msweezey
Source: Salesforce State of Marketing 2018
High-performing marketers are 1.5x
more likely than underperformers to
collaborate with sales teams on ABM
programs.
Marketing + Sales
@msweezey
Currently only 1/3 of marketing teams
suppress messages to customers with
open service issues
By 2025 it is estimated that 2/3 of brands
will have a fully integrated marketing and
service team with common metrics, goals,
and programs.
Marketing + Service
Source: Salesforce State of Marketing 2018
@msweezey
Marketing + Support
opens the doors to
new ideas like
Trailhead.
Customers who join the
educational platform spend
2X as much as stay a
customer 4X as long.
@msweezey
@ m s w e e z e y
When the idea of demand shifts from only
considering net new, to a new idea of
creating better experiences across the
customer life cycle dramatically better
revenue outcomes happen.
Total Demand is increased.
@msweezey
A NEW ROLE AND SCOPE
NEEDS A NEW LEADER
@msweezey
T H E C M O I S N ” T G O I N G T O B E T H E L E A D I N T H E F U T U R E
“The CXO position can be imagined by rolling up a Chief
Revenue Officer and Chief Customer Officer into one
position. This executive should have total responsibility for
developing all revenue- and profit-generating experiences
offered to paying customers.”
-Joe Pine & Steve Gilmore – Experience Economy (HBR 2015)
@ m s w e e z e y
Leading The New Marketing Team
@msweezey
CXO’s HAVE ALREADY
TAKEN OVER AT LEADING BRANDS
M E D I A B 2 B R E T A I L O T H E R
@msweezey
AUTOMATIONS GET THEIR
OWN AUTOMATIONS
M A R K E T I N G A U T O M A T I O N 2 . 0 T A K E S H O L D
Centralized Automation
Takes place with in the walls of the tool. It ingests the
data, hosts the automation, and executes the action.
The automation tool does not host the data, or the
execution. Rather is only used to make connections
between dispersant applications and data sets.
De-Centralized Automation
DATA GETS BIGGER
AND MORE COMPLEX
M O R E D A T A N O T B I G D A T A I S Y O U R F U T U R E
45DATA SOURCES
BY 2025
THE FUTURE IS
MORE DATA
Brands plan to be using 15 data
sources on average in 2019.
At current growth rates it is easy to
see the average brand using close
to 45 data sources by 2025.
Source: Salesforce State of Marketing 2018
@msweezey
With 15 data sources, and
dozens of tools marketers
will be facing an
IDENTITY CRISIS.
Not their own, rather keeping up with a
single individual across the tools,
channels, and data sets.
@msweezey
Benchmarking Data
Which tools are being used by high performers to connect their
data, and at what rate is the industry adopting these
technologies?
Technology
Current
Use
Planed Use
Increase
YoY
UP AP HP
CRM 62% 32% +52% 59% 61% 71%
CDP 49% 39% +79% 34% 49% 62%
MAP 44% 42% +95% 29% 44% 57%
DMP 55% 35% +64% 46% 54% 66%
@msweezey
Marketing
Automation
DMP CDP CRM
Internally Focused – tracks a
persons engagement with
marketing assets. Website,
email, social.
BOTH- tracks 2nd and 3rd party
data providing more color
into website visitors.
Connects users across
browsers.
Internally focused – a
marketer-managed system
that creates a persistent,
unified customer database
that is accessible to other
systems.
Internally Focused – keeps track
of your leads, prospects,
customers and manages your
relationship with them.
Combines data with a layer
of automation to create real
time direct marketing and
sales programs.
Used to direct advertising
programs, show larger
trends. No PII is shared.
Used to direct marketing
programs and show full
customer journey. Knows the
person via PII.
Used to direct business
operations. The person is
known via PII.
Only tracks known assets Tracks both known and
unknown
Tracks both known and
unknown
Can only track Known assets
Defined Data types – must
have email address, name,
and cookie
Undefined data types – able
to handle unstructured data
and use machine learning to
connect it together
Undefined data types – able
to handle unstructured data
and use machine learning to
connect it together
Defined Data types – must have
email address, name, and
cookie
ARTIFICIAL INTELEGENCE
COMES STANDARD
A I H A S A M A T U R I T Y C U R V E A N D W E A R E A T T H E B E G I N N I N G
If Data is the Oil, then AI is
the refinery.
“
”@msweezey
HIGH PERFOMERS
LEVERAGE AI MORE
@msweezey
Total use of AI reached 29%,
a 40% increase from 2017.
Still that is not evenly
distributed as High Performers
are 2.7X more likely to use AI.
40%YOY Growth in use of
AI by all marketers
• One Off Tools
• Large investment
• Solving Big Problems
• Usage Low
• Add on to Existing Tools
• Easily added on to
existing products
• Significant Returns
• Used to solve tactical
problems
• Adopted by 30%
• Baked In To All Solutions
• AI fades into the
background
• Becomes digital assistant
• Brands can’t compete
with out it
EARLY
STAGE
CURRENT
STAGE
FUTURE
STAGE
ARTIFICIAL INTELLIGENCE MATURITY
PATH
2012
2019
2025
The marketing tools of the
future will uncover issues and
fix them for you. You’ll be
managing the tool, but the AI
will be directing you as to what
to do, and where to work.
@ m s w e e z e y
IN THE FUTURE AI WILL ENABLE
TOOLS TO WORK FOR YOU
@msweezey
Email #4 is performing
low today, it appears
there is a broken link.
Click YES to shift ad
spend to new audience
segment, expected
increase 15%
In The Future Bots Will
Empower Marketers
Elevating Issues You Didn’t Know Existed
@msweezey
AI Improved Journey Management
FORMS WILL BECOME A
THING OF THE PAST
A N D F O R G O O D R E A S O N
Forms serve the purpose
of the brand. Not the
consumer. They are not a
good experience.
@msweezey
DATA + C H AT B O T
#1 sources of qualified opportunities for
Segment.io.
5X Increase in engagement
2X Increase in conversations
@msweezey
@msweezey
VOICE WILL IMPACT
BUSINESS BUYERS TOO
C O N S U M E R T R E N D S A F F E C T B U S I N E S S B U Y E R S
38% of all shoppers have
used voice for purchasing,
searching, or checking prices
in the past three months
@msweezey
Source: State of the Connected Customer 2018
72%OF CONSUMERS
USING VOICE
DO SO DAILY
VOICE
BECOMES
DAILY HABIT
THIS TREND WILL ONLY
INCREASE IN THE
FUTURE
Source: Google Think
@msweezey
ALEXA
SKILLS
@msweezey
50,000 Alexa skills worldwide.
Both sources also reported that
Alexa is now compatible with
20,000 devices and is used by
more than 3,500 brands
BY 2025 1/8
OF ALL PEOPLE
on the planet will be using a
Virtual Digital Assistant
With the rise of voice, AI,
and chatbots WEBSITES
AS WE KNOW THEM
WILL BE GONE IN FIVE
YEARS. They will be replaced
with conversational interfaces
like this one.
@msweezey
A NEW APEX FOR
DIRECT MARKETING
H U M A N _ - t o – H U M A N
One-to-One: is one brand message
to one person.
Human-to-Human: is one person
to another on the brands behalf.
@msweezey
Cisco found 135 employees have
the same social power as a brand
with 1,000,000 social followers.
Your employees, customers, and advocates are the ground
work for direct marketing efforts of the future.
@msweezey
The average B2B business has 50,000
followers on social. To reach this
same power you only need 5 people
engaging in human-to-human ways.
@ m s w e e z e y
@msweezey
• EXPECT TO DRIVE $100 MILLION IN SALES VIA THIS
PROGRAM
• ONE GEARHEAD CAN MANAGE 10,000 RELATIONSHIP
WITH CUSTOMERS IF THEY HAVE THE TECHNOLOGY
• INCREASED THE LIFETIME VALUE OF THOSE
CUSTOMERS 40% OVER THOSE NOT ENGAGED WITH
THE PROGRAM, AND IT HAS INCREASED ORDERING
BEHAVIOR BY 105%.
• MY GEARHEAD IS WELSEY!
@msweezey
THE FASTER FISH
CREATES GREATER
DEMAND
@msweezey
T H E F U T U R E I S A L S O A B O U T
T H E W A Y W E W O R K
@msweezey
In the new world, it is not the
big fish which eats the small
fish, it’s the fast fish which
eats the slow fish.
- Klaus Schwab, Founder and Executive Chairman of the
World Economic Forum
“
“
10X
MORE LIKELY TO USE
AGILE METHODS
HIGH PERFORMERS
USE AGILE METHODS
High performers just don’t use new
tactics, they build and operate in a
different way. They are able to do
more, with less effort, and obtain
higher results via agile.
Source: Salesforce State of Marketing 2017
@msweezey
Agile is the modern
production method.
@ m s w e e z e y
@msweezey
““
User
Stories
Optimized
Outcomes
IterationTest Iteration
Review Review
The Agile Process
@msweezey
Disposition
Effective User Stories Contain
Intention:
Action
What is the persons intention at that point in time..
Example: What was your initial intention behind your search for a
solution in this category?
Helps you uncover the emotions related to to each
stage, such as anxiety or excitement.
Example: Have you bought anything in this category before? How
prepared did you feel in your search?
What emotion best describes your feelings at this stage?
What did the person do at that moment.
Example: What questions did you ask? Where? Were you able to
find what you were looking for?
@msweezey
John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
AGILE TEST
@msweezey
ASK THE QUESTION
@msweezey
REVIEW
1. WHAT WERE YOU LOOKING FOR?
2. DID IT MEET YOUR EXPECTATIONS?
3. HAVE YOU FOUND BETTER?
@msweezey
THIS ALL COSTS
A LOT MORE MONEY
D E M A N D G E N E R A T I O N W I L L C O S T M O R E
@msweezey
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
@msweezey
5 PIECES OF CONTENT TO PUT
ON YOUR BOSSES DESK
STRETCH BUDGET BASICS
1. NEGOTIATE UP FRONT– Stretch budgets are
negotiated up front, just like a line of credit.
2. DOUBLE DOWN – They allow you to double down on
great ideas, proving out new tactics and channels.
3. INSTANTLY ACCESSIBLE – You have instant
access to them because they were pre-negotiated.
@msweezey
CONCLUSIONS
@msweezey
EXPERIENCE
@msweezey
MATTERS
FOR ALL
BUYERS
@msweezey
MORE INPUTS
MORE BOTS
LESS FRICTION
REAL TIME
CONTEXT
@msweezey
IS THE KEY
TO BREAK
THROUGH
MARKETING
@msweezey
MUST OWN THE
FULL EXPERIENCE
REVENUE
@msweezey
IS INCREASED
BY MORE THAN
NET NEW
@msweezey
MORE DATA
MORE TOOLS
MORE HUMAN
MORE BUDGET
@msweezey
In the new world, it is not the
big fish which eats the small
fish, it’s the fast fish which
eats the slow fish.
- Klaus Schwab, Founder and Executive Chairman of the
World Economic Forum
“
“
@msweezey

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Future of Demand 2019 & Beyond

  • 1. THE FUTURE OF DEMAND2 0 1 9 - 2 0 2 5 & B E Y O N D
  • 2. Mathew Sweezey Principal of Marketing Insights Salesforce Author of • Marketing Automation for Dummies (2013) • Context Revolution –Harvard Business Press (2019) @msweezey YOU CAN GO AHEAD AND GET THE SLIDES BY GOOGLING @MSWEEZEY
  • 3. The future is already here it just isn’t equally distributed. William Gibson, Author & Futurist @msweezey
  • 5. DEMAND IS RESPONSIVE TO A NEW CONSUMER T H E N E W C O N S U M E R M A N D A T E @msweezey
  • 6. 80% @msweezey Of customers say the experience a company provides is as important as its products and services. Source: State of the Connected Customer 2018
  • 7. @msweezey B2B B2C Technology has made it easier than ever to take my business elsewhere 82% 70% Technology is redefining my behavior as a consumer 76% 61% Technology has significantly changed my expectations of how companies should interact with me 77% 58% Expect the brands they purchase from to respond and interact with them in real time 80% 64% B2B Buyers Are More Affected Source: State of the Connected Customer 2018
  • 8. 12%There is only a 12% delta between the preferences of millennials and baby boomers. So if 100% of millennials do something, it’s safe to say 88% of boomers do too. Source: State of the Connected Customer 2018
  • 9. CONTEXT BREAKS THROUGH T H E R E I S A N E W M O D U S O P E R A N D I @msweezey
  • 10. 600+ million devices have ad-blocking on them. This is easily the largest boycott in history. @msweezey ““ Doc Searls, Author & Harvard Fellow
  • 11. Attention: seeks to break through by stealing the consumers attention away from the task at hand. Context: seeks to break through by aligning with the consumers goal at the moment. @msweezey
  • 12. The consumer is no longer in control…their AI is! @msweezey
  • 13. @ m s w e e z e y @msweezey 90%+ of customer journeys begin with a Google Search. Google is one of the largest implementations of AI currently. It only serves up contextual results. Brands plan to increase their use of AI on websites by 257% in 2019 Chatbots are also taking hold adding even more AI to the moment. Email inboxes use AI to filter communications and keep spam out of your inbox. Brands also leverage AI to create bespoke emails now. Every social media feed is AI driven only showing contextual experiences. Messaging bots are now functioning as websites for many brands. Search Web Email Social THE POST AI CONSUMER
  • 14. BY 2025 95% OF ALL CONSUMER INTERACTIONS The AI is attuned to the context of the moment, and creating the best experience for the consumer. Source: FORBES 10 Customer Experience Implementations Of Artificial Intelligence @msweezey
  • 15. Attention seeking messages are filtered out by AI, because consumers don’t want them. Only contextual experiences are let through. Breaking through is now accomplished by creating contextual experiences. @msweezey
  • 16. DEMAND BECOMES A FUNCTION OF EXPERIENCE @msweezey E X P E R I E N E I S T H E N E W P R O D U C T W E A R E S E L L I N G
  • 17. The amount of want the marketplace has for your product. Typically measured by number of net new sales, or interest in your brand. @ m s w e e z e y OLD DEFINITION OF DEMAND: @msweezey
  • 18. The amount of total revenue marketing is able to drive. It is now a measure of both net new sales, but also reduced churn, and increased LCV. @ m s w e e z e y NEW DEFINITION OF DEMAND: @msweezey
  • 19. Source: Salesforce State of Marketing 2017 High performers were 17X more likely to be considered excellent at collaboration across the entire customer lifecycle 17X HIGH PERFORMERS COLLABORATE ACROSS THE BUSINESS BETTER AT COLLABORATING ACROSS THE BUSINESS @msweezey
  • 20. Source: Salesforce State of Marketing 2018 High-performing marketers are 1.5x more likely than underperformers to collaborate with sales teams on ABM programs. Marketing + Sales @msweezey
  • 21. Currently only 1/3 of marketing teams suppress messages to customers with open service issues By 2025 it is estimated that 2/3 of brands will have a fully integrated marketing and service team with common metrics, goals, and programs. Marketing + Service Source: Salesforce State of Marketing 2018 @msweezey
  • 22. Marketing + Support opens the doors to new ideas like Trailhead. Customers who join the educational platform spend 2X as much as stay a customer 4X as long. @msweezey
  • 23. @ m s w e e z e y When the idea of demand shifts from only considering net new, to a new idea of creating better experiences across the customer life cycle dramatically better revenue outcomes happen. Total Demand is increased. @msweezey
  • 24. A NEW ROLE AND SCOPE NEEDS A NEW LEADER @msweezey T H E C M O I S N ” T G O I N G T O B E T H E L E A D I N T H E F U T U R E
  • 25. “The CXO position can be imagined by rolling up a Chief Revenue Officer and Chief Customer Officer into one position. This executive should have total responsibility for developing all revenue- and profit-generating experiences offered to paying customers.” -Joe Pine & Steve Gilmore – Experience Economy (HBR 2015) @ m s w e e z e y Leading The New Marketing Team @msweezey
  • 26. CXO’s HAVE ALREADY TAKEN OVER AT LEADING BRANDS M E D I A B 2 B R E T A I L O T H E R @msweezey
  • 27. AUTOMATIONS GET THEIR OWN AUTOMATIONS M A R K E T I N G A U T O M A T I O N 2 . 0 T A K E S H O L D
  • 28. Centralized Automation Takes place with in the walls of the tool. It ingests the data, hosts the automation, and executes the action.
  • 29.
  • 30. The automation tool does not host the data, or the execution. Rather is only used to make connections between dispersant applications and data sets. De-Centralized Automation
  • 31.
  • 32. DATA GETS BIGGER AND MORE COMPLEX M O R E D A T A N O T B I G D A T A I S Y O U R F U T U R E
  • 33. 45DATA SOURCES BY 2025 THE FUTURE IS MORE DATA Brands plan to be using 15 data sources on average in 2019. At current growth rates it is easy to see the average brand using close to 45 data sources by 2025. Source: Salesforce State of Marketing 2018 @msweezey
  • 34. With 15 data sources, and dozens of tools marketers will be facing an IDENTITY CRISIS. Not their own, rather keeping up with a single individual across the tools, channels, and data sets. @msweezey
  • 35. Benchmarking Data Which tools are being used by high performers to connect their data, and at what rate is the industry adopting these technologies? Technology Current Use Planed Use Increase YoY UP AP HP CRM 62% 32% +52% 59% 61% 71% CDP 49% 39% +79% 34% 49% 62% MAP 44% 42% +95% 29% 44% 57% DMP 55% 35% +64% 46% 54% 66% @msweezey
  • 36. Marketing Automation DMP CDP CRM Internally Focused – tracks a persons engagement with marketing assets. Website, email, social. BOTH- tracks 2nd and 3rd party data providing more color into website visitors. Connects users across browsers. Internally focused – a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems. Internally Focused – keeps track of your leads, prospects, customers and manages your relationship with them. Combines data with a layer of automation to create real time direct marketing and sales programs. Used to direct advertising programs, show larger trends. No PII is shared. Used to direct marketing programs and show full customer journey. Knows the person via PII. Used to direct business operations. The person is known via PII. Only tracks known assets Tracks both known and unknown Tracks both known and unknown Can only track Known assets Defined Data types – must have email address, name, and cookie Undefined data types – able to handle unstructured data and use machine learning to connect it together Undefined data types – able to handle unstructured data and use machine learning to connect it together Defined Data types – must have email address, name, and cookie
  • 37. ARTIFICIAL INTELEGENCE COMES STANDARD A I H A S A M A T U R I T Y C U R V E A N D W E A R E A T T H E B E G I N N I N G
  • 38. If Data is the Oil, then AI is the refinery. “ ”@msweezey
  • 39. HIGH PERFOMERS LEVERAGE AI MORE @msweezey Total use of AI reached 29%, a 40% increase from 2017. Still that is not evenly distributed as High Performers are 2.7X more likely to use AI. 40%YOY Growth in use of AI by all marketers
  • 40. • One Off Tools • Large investment • Solving Big Problems • Usage Low • Add on to Existing Tools • Easily added on to existing products • Significant Returns • Used to solve tactical problems • Adopted by 30% • Baked In To All Solutions • AI fades into the background • Becomes digital assistant • Brands can’t compete with out it EARLY STAGE CURRENT STAGE FUTURE STAGE ARTIFICIAL INTELLIGENCE MATURITY PATH 2012 2019 2025
  • 41. The marketing tools of the future will uncover issues and fix them for you. You’ll be managing the tool, but the AI will be directing you as to what to do, and where to work. @ m s w e e z e y IN THE FUTURE AI WILL ENABLE TOOLS TO WORK FOR YOU @msweezey
  • 42. Email #4 is performing low today, it appears there is a broken link. Click YES to shift ad spend to new audience segment, expected increase 15% In The Future Bots Will Empower Marketers Elevating Issues You Didn’t Know Existed @msweezey
  • 43. AI Improved Journey Management
  • 44. FORMS WILL BECOME A THING OF THE PAST A N D F O R G O O D R E A S O N
  • 45. Forms serve the purpose of the brand. Not the consumer. They are not a good experience. @msweezey
  • 46. DATA + C H AT B O T #1 sources of qualified opportunities for Segment.io. 5X Increase in engagement 2X Increase in conversations @msweezey
  • 48. VOICE WILL IMPACT BUSINESS BUYERS TOO C O N S U M E R T R E N D S A F F E C T B U S I N E S S B U Y E R S
  • 49. 38% of all shoppers have used voice for purchasing, searching, or checking prices in the past three months @msweezey Source: State of the Connected Customer 2018
  • 50. 72%OF CONSUMERS USING VOICE DO SO DAILY VOICE BECOMES DAILY HABIT THIS TREND WILL ONLY INCREASE IN THE FUTURE Source: Google Think @msweezey
  • 51. ALEXA SKILLS @msweezey 50,000 Alexa skills worldwide. Both sources also reported that Alexa is now compatible with 20,000 devices and is used by more than 3,500 brands
  • 52. BY 2025 1/8 OF ALL PEOPLE on the planet will be using a Virtual Digital Assistant
  • 53. With the rise of voice, AI, and chatbots WEBSITES AS WE KNOW THEM WILL BE GONE IN FIVE YEARS. They will be replaced with conversational interfaces like this one. @msweezey
  • 54. A NEW APEX FOR DIRECT MARKETING H U M A N _ - t o – H U M A N
  • 55. One-to-One: is one brand message to one person. Human-to-Human: is one person to another on the brands behalf. @msweezey
  • 56. Cisco found 135 employees have the same social power as a brand with 1,000,000 social followers. Your employees, customers, and advocates are the ground work for direct marketing efforts of the future. @msweezey
  • 57. The average B2B business has 50,000 followers on social. To reach this same power you only need 5 people engaging in human-to-human ways. @ m s w e e z e y @msweezey
  • 58. • EXPECT TO DRIVE $100 MILLION IN SALES VIA THIS PROGRAM • ONE GEARHEAD CAN MANAGE 10,000 RELATIONSHIP WITH CUSTOMERS IF THEY HAVE THE TECHNOLOGY • INCREASED THE LIFETIME VALUE OF THOSE CUSTOMERS 40% OVER THOSE NOT ENGAGED WITH THE PROGRAM, AND IT HAS INCREASED ORDERING BEHAVIOR BY 105%. • MY GEARHEAD IS WELSEY! @msweezey
  • 59. THE FASTER FISH CREATES GREATER DEMAND @msweezey T H E F U T U R E I S A L S O A B O U T T H E W A Y W E W O R K
  • 60. @msweezey In the new world, it is not the big fish which eats the small fish, it’s the fast fish which eats the slow fish. - Klaus Schwab, Founder and Executive Chairman of the World Economic Forum “ “
  • 61. 10X MORE LIKELY TO USE AGILE METHODS HIGH PERFORMERS USE AGILE METHODS High performers just don’t use new tactics, they build and operate in a different way. They are able to do more, with less effort, and obtain higher results via agile. Source: Salesforce State of Marketing 2017 @msweezey
  • 62. Agile is the modern production method. @ m s w e e z e y @msweezey ““
  • 64. Disposition Effective User Stories Contain Intention: Action What is the persons intention at that point in time.. Example: What was your initial intention behind your search for a solution in this category? Helps you uncover the emotions related to to each stage, such as anxiety or excitement. Example: Have you bought anything in this category before? How prepared did you feel in your search? What emotion best describes your feelings at this stage? What did the person do at that moment. Example: What questions did you ask? Where? Were you able to find what you were looking for? @msweezey
  • 65. John, I noticed an article on Content experience, and thought you might like to give it a look. John, There is a video in our resource library on Lead nurturing best practices, here’s a link to it. It was recorded with Jay Baer. John, I’m not sure if you follow this guy on social. But If you’re on Twitter you might want to check out @jaybaer. We’ve just shot a webinar.. AGILE TEST @msweezey
  • 67. REVIEW 1. WHAT WERE YOU LOOKING FOR? 2. DID IT MEET YOUR EXPECTATIONS? 3. HAVE YOU FOUND BETTER? @msweezey
  • 68. THIS ALL COSTS A LOT MORE MONEY D E M A N D G E N E R A T I O N W I L L C O S T M O R E @msweezey
  • 69. 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 @msweezey
  • 70. 5 PIECES OF CONTENT TO PUT ON YOUR BOSSES DESK STRETCH BUDGET BASICS 1. NEGOTIATE UP FRONT– Stretch budgets are negotiated up front, just like a line of credit. 2. DOUBLE DOWN – They allow you to double down on great ideas, proving out new tactics and channels. 3. INSTANTLY ACCESSIBLE – You have instant access to them because they were pre-negotiated. @msweezey
  • 78. @msweezey In the new world, it is not the big fish which eats the small fish, it’s the fast fish which eats the slow fish. - Klaus Schwab, Founder and Executive Chairman of the World Economic Forum “ “