Chris Moody, GE Digital

1. marketIng
for $1000chris moody @cnmoody #socialfresh
content

4. A SLIDE THAT FORCES YOU TO RELAX
AND SLIGHTLY DISARMS THE AUDIENCE
TRUST ME, IT WORKS
THE AWWWWWWW SLIDE

5. @cnmoody
create
content with only $1,000
goal
revenue producing

6. @cnmoody@cnmoody

7. @cnmoody@cnmoody
shot at.
cancer survivor.
hit by a car twice.
cease and desisted.
Escaped kidnapping.
chased by spearman.
sued over a blog post.
deposed for nine hours.
lettered in women’s hoops.

8. @cnmoody@cnmoody

9. @cnmoody@cnmoody

10. @cnmoody
problem
the
marketing

11. @cnmoody
strategy roi
Most problems fall under
execution

12. @cnmoody
the plan the value
Most problems fall under
the work
buzzword free!

13. @cnmoody
Only 37% of
marketers have a
documented content
strategy
MarketingProfs / CMIMarketingProfs / CMI
Only 37% of
marketers have a
documented content
strategy
@cnmoody

14. @cnmoody Forrester
82% of enterprise
marketers have
no centralized
view of the customer
@cnmoody
82% of enterprise
marketers have
no centralized
view of the customer

15. @cnmoody
65% of CMOs
can’t measure ROI
for digital marketing
Forrester
65% of CMOs
can’t measure ROI
for digital marketing
@cnmoody

16. @cnmoody
digital media spending
will total $118 billion
by 2021
Forrester
digital media spending
will total $118 billion
by 2021
@cnmoody

17. @cnmoody
$118 billion
times 65%
equals
$76.7 billion
$118 billion
times 65%
equals
$76.7 billion
@cnmoody

18. @cnmoody
say hi to
four
new people
10 second networking
say hi to
four
new people

19. @cnmoody Fournaise
80% OF CEOS WERE NOT IMPRESSED
BY THE WORK DONE BY MARKETERS
AND BELIEVED MARKETERS WERE
POOR BUSINESS PERFORMERS.
@cnmoody

20. @cnmoody
Why do we suck?
1. Marketers could
not prove roi of
activities
1. Marketers could
not prove roi of
activities
@cnmoody

21. @cnmoody
Why do we suck?
2. Marketers had
lost sight of what
their job really was
2. Marketers had
lost sight of what
their job really was
@cnmoody

22. @cnmoody
Why do we suck?
3. Marketers were not
business performance-
obsessed enough
3. Marketers were not
business performance-
obsessed enough
@cnmoody

23. @cnmoody
But, wait! 70% of CEOs
admit they may be
responsible for poor
marketing performance!
But, wait! 70% of CEOs
admit they may be
responsible for poor
marketing performance!
@cnmoody

24. @cnmoody
Ceos blame themselves for
having steadily lost
trust in the ability of
marketing to be
successful
having steadily lost
trust in the ability of
marketing to be
successful
@cnmoody

25. @cnmoody@cnmoody
Ceos blame themselves for
having given up on
holding marketers
accountable
having given up on
holding marketers
accountable

26. Ceos blame
themselves because
we aren’t performing
and they should have
fired us already
Ceos blame
themselves because
we aren’t performing
and they should have
fired us already
@cnmoody

27. @cnmoody
$$$ job?
marketing
perception
Without change,
?
@cnmoody

28. STOP CHASING THE
NEXT BIG THING AND
DO YOUR JOB BETTER.
@cnmoody

29. get results,
get budget.
get results,
get budget.
@cnmoody

30. Today,
we
change
Today,
we
change@cnmoody

31. getting
started
getting
started@cnmoody

32. create a
documented
content
strategy
create a
documented
content
strategy
$0.00
@cnmoody

33. those who
do are
300% more
effective
MarketingProfs / CMI
those who
do are
300% more
effective
@cnmoody

34. what is
your mission?
@cnmoody

35. one word
challenge
eg. safety innovation
@cnmoody

36. what do you want
your customers
to say about you?
@cnmoody

37. what’s your
main goal?
@cnmoody

38. drive 20% more
sales qualified
leads in FY2017
eg.
@cnmoody

39. how will you
achieve the goal?
@cnmoody

40. - IdentIfy top performIng
assets and replIcate
- run a cross-channel campaIgn
- sponsor/conduct research
- buIld an Influencer program
drive 20% more sqls
@cnmoody

41. how do you
measure success?
@cnmoody

42. - lead to mql to sql to
opportunity to revenue
- traffic and variations
- share of voice & awareness
- top converting assets by
channel and campaign
key metrIcs
@cnmoody

43. establish a baseline
and measure against it
@cnmoody

44. - what worked?
- what didn’t?
- why?
- focus on insights@cnmoody

45. be
like
marcus
be
like
marcus
$0.00
@thesaleslion
@cnmoody

46. they ask.
you answer.
they ask.
you answer.
@cnmoody

47. answer
questions
on video
answer
questions
on video
$300.00
@cnmoody

48. @cnmoody

49. @cnmoody
know
your
customers
know
your
customers
$0.00

50. create buyer and
user personas
@cnmoody

51. get out of the
office and meet
them!
@cnmoody

52. share
strategically
share
strategically
$0.00
@cnmoody

53. I’m 341 times more
likely to win the
Powerball lottery
than find your piece
of content online.
I’m 341 times more
likely to win the
Powerball lottery
than find your piece
of content online.
@cnmoody

54. leverage
your
half-life
one channel
at a time
@drewdavishere
leverage
your
half-life
one channel
at a time
@cnmoody

55. create
modular
content@cnmoody@cnmoody
create
modular
content
$0.00

56. @cnmoody
content for two
customers &
prospects
Sales &
Colleagues

57. interview
colleagues
@cnmoody
interview
colleagues
$0.00

58. @cnmoody
be the
dumbest one
in the room
be the
dumbest one
in the room

59. spend $100
on facebook
and linkedin@cnmoody
$200.00
$500.00
spend $100
on facebook
and linkedin

60. @cnmoody
- Start measuring traffic
- narrow your target audience <10,000
- “copy” your customers
- target news feeds
- set a low daily budget (eg. $3.33)
- use a call to action & social proof
- measure & gather insights

61. spend $100
on
google ads@cnmoody
$100.00$600.00
spend $100
on
google ads

62. @cnmoody
- Start measuring traffic
- narrow your target audience
- “copy” your customers
- use broad match
- set a low daily budget (eg. $3.33)
- use a call to action & social proof
- measure & gather insights

63. Is thIs
conclusIve
data?
@cnmoody
reminder!
Is thIs
conclusIve
data?

64. @cnmoody
A sample this small is most likely not
statistically significant. We’re placing bets
with a small amount of money to start
figuring this all out.
bit.ly/statsign

65. mIne
your
emaIls@cnmoody
$0.00$600.00
mIne
your
emaIls

66. @cnmoody

67. @cnmoody

68. @cnmoody
$0.00
learnlearn
$600.00

69. @cnmoody@cnmoody
the only
barrIer to
InformatIon
Is lazIness

70. @cnmoody
content Is
everywhere
content Is
everywhere

71. let
It
run
@cnmoody@cnmoody
$0.00$600.00
let
It
run

72. @cnmoody
master
vISIt to
qualIFIed lead
$0.00$600.00
master
vISIt to
qualIFIed lead

73. @cnmoody
0
450
900
1350
1800
April May June July
mqls
leads
(submits)
visits
(no submit)

74. @cnmoody
ASSET VISITS LEADS MQLS % MQL
Year in
Review
12325 3599 983 27.31%
Guide to
Content
Mktg
6208 2981 787 26.40%
Guide to
Mktg
Automation
2432 650 417 64.15%
Holiday
Shopping
Tips
9741 893 224 25.08%

75. repeat
what
worked@cnmoody
$400.00
$1000.00
repeat
what
worked

76. @cnmoody@cnmoody
REPETITION BUILDS
THE MUSCLE OF
DATA-DRIVEN
MARKETING
REPETITION BUILDS
THE MUSCLE OF
DATA-DRIVEN
MARKETING

77. CREATE A DOCUMENTED CONTENT STRATEGY
BE LIKE MARCUS SHERIDAN
ANSWER QUESTIONS ON VIDEO ($300)
KNOW YOUR CUSTOMERS
SHARE STRATEGICALLY
CREATE MODULAR CONTENT
INTERVIEW COLLEAGUES
SPEND $100 ON FACEBOOK, LINKEDIN, GOOGLE ($300)
MINE YOUR EMAILS
LEARN
MASTER VISIT TO QUALIFIED LEAD
REPEAT WHAT WORKS ($400) @cnmoody

78. do more with less
THE DEFINING FACTOR
IS NEVER RESOURCES,
IT IS RESOURCEFULNESS.
tony robbins

79. love the work or leave
AN UNFULFILLED VOCATION
DRAINS THE COLOR FROM A
MAN’S ENTIRE EXISTENCE.
Honoré de Balzac (1799-1850)

80. @cnmoody
NEVER
GIVE UP
NEVER
GIVE UPUNLESS IT IS REALLY HARD,
THEN YOU CAN SWITCH JOBS

81. @cnmoody
FIND AN
ACCOUNTABILITY
PARTNER
FIND AN
ACCOUNTABILITY
PARTNER
@cnmoody

82. @cnmoody
TEXT
MARKETING
TO 66866
@cnmoody
TEXT
MARKETING
TO 66866
free
to-do
list!
a $995
value!
lol

83. WITH A STORY TO TELL, AND DATA TO
SUPPORT IT, YOU CAN HAVE YOUR JERRY
MAGUIRE MOMENT AND OWN IT.
BODYSURFING internal ORGS

84. CHRIS MOODY
/IN/CHRISMOODY
@CNMOODY
CM@CHRIS-MOODY.COM
WE’RE IN THIS TOGETHER
THANK YOU!