MARKETING AS A MINDSET

Not a DEPARTMENT

Mar 1

6th B2

BRISI

NG CA

ROLIN

A

Marketing Author: Marketing Automation For Dummies – 2014

Is my love, work, passion, and what I think about all day

every day

- Mathew “Sweezey” @msweezey

A

THINGS/HAVE/CHANGED

Consumers

NASA MORE POWER IN A GOOGLE

SEARCH, THAN ALL OF NASA

HAD TO PUT A MAN ON THE

MOON @msweezey

12

HOURS PER DAY INFRONT OF A SCREEN

@msweezey

MORE PEOPLE HAVE CELL PHONES THAN ACCESS TO ELECTRICITY OR CLEAN DRINKING WATER

24/7

@msweezey

THINGS/HAVE/CHANGED

AMarketing

MARKETING

“MASS MARKETING”

“RAPPORT BUILDING”

Marketing Sales

2/3

@msweezey

CONTENT GETS BUYERS

THROUGH BUYING CYCLE

Marketing “2/3”

Sales

@msweezey

“RAPPORT BUILDING”

“INBOUND MARKETING”

ABM

@msweezey

FOCUS ON COLLECTIVE

ACCOUNT BASED MARKETING

MARKETING AUTOMATION

@msweezey

53% of B2B Fortune 500

86% of B2B SaaS Companies

RE:

@msweezey

FOCUS ON INDIVIDUAL

COOKIE BASED RE MARKETING

THINGS/HAVE/CHANGED

AChannels

1960 !5 marketing

Channels 2013!

60+ marketing Channels

2020!100’s of

marketing Channels

Print

Radi

o Te

levisi

on

Dire

ct M

ail

Fax

Telem

arke

ting

Inte

rnet

Em

ail

Face

book

@msweezey

2017

UNLIMITED >< BI DIRECTIONAL

WWW

@msweezey

LIVES FOREVER / TRUSTED

WWW

@msweezey

EXPERIENCE = PERCEPTION

WWW

@msweezey

IMPRESSIONS / EXPERIENCES

A B

Received a $50 gift card and a thank you via email.

Received a personal phone call, and no money.

EXPERIENCE WINS by 2X

@msweezey

THINGS/HAVE/CHANGED

ACosts

294 Billion Emails

2 Million Blog Posts

400Million Tweets

PER DAY @msweezey

“CREATIVE” HEAD COUNT + BUDGET

+ TIME = CREATIVE @msweezey

THINGS/HAVE/CHANGED

ATools

EMAIL WWW SEO SOCIAL/MOBILE SOCIAL AUTOMATION CX

DEMAND GENERATION TOOLS OVER 20 YEARS

Mind

set

A BETTER WAY

AMindset

“MINDSET” Leveraging each interaction with

your company to reach a net positive gain in rapport.

BRANDING Branding is only owned by

Marketing.

HEIARCHY OF DEMAND GENERATION

COMPANY MINDSET BASIC CAMPAIGNS

AUTOMATIONS

SKUNK

@msweezey

“SHIP MY PANTS”

+10 = Great Campaign  

BAD EXPERIENCE

BAD EXPERIENCE

THE NOISE

+5 -10 +15 -10

+5 -20

WWW

+5 +5 0 +5

+15 +5

The only way to systematically RISE ABOVE THE Noise is to remove the volatility

IMPRESSIONS / EXPERIENCES

A B

Received a $50 gift card and a thank you via email.

Received a personal phone call, and no money.

EXPERIENCE COSTS LESS

@msweezey

REMOVE VOLATILITY WITH AMindset

DNA 1: 2: 3:

What do we value in a customer?

What do we value in a employee?

What do we consider success?

@msweezey

MANAGED Must have ability to manage

360 degree experience for leads/customers. This

includes UX, CX, Support, and Marketing.

EMPOWER

CASE STUDY • NO VC MONEY • 1/10 sales staff • 1 marketer (until 2011) • 1/20 marketing budget

#WINNING • 70% win rate • Goodwill – (nice guys don’t come in

last when social media is involved)

• Single Digit Churn @msweezey

• Positive • Self Starting

• Supportive @msweezey

Our Values

• Best place to be a customer • Best place to work

@msweezey

Our Mindset

IMPRESSIONS / EXPERIENCES

A B

Received a $50 gift card and a thank you via email.

Received a personal phone call, and no money.

MINDSET IS POWERFUL

@msweezey

MINDSET IS HOLISTIC

@msweezey

MINDSET IS SUSTAINABLE

@msweezey

BAD EXPERIENCES

Questions? @msweezey #leadlovedenver