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Kyle Lacy, 8/25/2016
Understanding the trends changing content and
what you must do to survive

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I am a marketer.
I’ve written 3 books.
Vice President of Marketing
OpenView Venture Partners
Previously at
ExactTarget & Salesforce
ABOUT KYLE

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WE MUST UNDERSTAND
CHANGE

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Louis CK Video

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WHY IS THIS HAPPENING?

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MOBILITY COMPLETELY
CHANGED THE GAME
DISRUPTIVE TREND #1

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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
Worldwide 33 12 3 4 hours Facebook
WhatsApp
Chrome
DAY IN THE LIFE OF A MOBILE USER

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EVERY CUSTOMER IS A
CONSUMER FIRST…

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AND THE CONSUMER
EXPERIENCE IS SEAMLESS

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MOBILE TECHNOLOGY
CONSUMPTION HAS MATURED

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GLOBAL INTERNET
CONSUMPTION IS JUST
BEGINNING

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WHOEVER OWNS THE
AUDIENCE, OWNS THE MARKET
DISRUPTIVE TREND #2

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AMOUNT GLOBAL WEB
TRAFFIC DIPPED WHEN
GOOGLE SUFFERED A 5
MINUTE OUTAGE
40%
http://expandedramblings.com/index.php/by-the-numbers-a-gigantic-list-of-google-stats-and-facts

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181 ACQUISITIONS
AS OF APRIL 16, 2016

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THE RISE OF
THE MACHINES
DISRUPTIVE TREND #3

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70% OF YOUR JOB WILL BE
AUTOMATED BY 2020*
*me

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HAVE NO FEAR

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YOU WILL NOT SURVIVE.

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YOU WILL EVOLVE.

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EMBRACING THE 4 PS OF
DIGITAL SURVIVAL
SUPREME SURVIVAL TIP

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PEOPLE
PROCESS
PROGRAMS
PERFORMANCE

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

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IS YOUR TEAM ORGANIZED TO
WIN IN THE DIGITAL FUTURE?

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THE MODERN EXPERIENCE ORG
Acquisition Conversion Brand
Content
PR
Brand Enablement
Corporate Comms
Creative
Events
Digital
Traditional
Ads
Managers
Operations
Automation
Sales Enablement
Customer Success
Product Marketing
Retention

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SUCCESSFUL MARKETING
TEAMS OF THE FUTURE…

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SUCCESSFUL EXPERIENCE
TEAMS OF THE FUTURE…

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CONTROL EVERY ASPECT OF
THE CUSTOMER JOURNEY…

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

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YOUR UXPERIENCE
MATTERS
PROCESS TIP #1

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GET THE EXPERIENCE RIGHT
AND YOUR PRODUCT WILL
SELL ITSELF

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OR YOUR CUSTOMERS WILL
SELL IT FOR YOU

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73% OF COMPANIES
CONSIDER USER EXPERIENCE
A TOP PRIORITY
Source: Forrester Research, Forrester’s CX Index

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1% OF COMPANIES DELIVER
AN EXCEPTIONAL UX
EXPERIENCE
Source: Forrester Research, Forrester’s CX Index

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via UserTesting
MAP OUT YOUR CUSTOMER JOURNEY

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AWARENESS EVALUATION PURCHASE USAGE
REPURCHAS
E
ADVOCACY

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AWARENESS EVALUATION PURCHASE USAGE
REPURCHAS
E
ADVOCACY
Corp Brand
Website
Press
Advertising
Social
Sponsorship
Employees
Referrals
Word of mouth
Offers
Experience
Referrals
Website
Press
Advertising
Ease of Use
Price
Bags
Locations
Ease of Use
Experience
Referral
Offers
Pre-flight
Boarding
Airplane
Luggage
Seats
Bathrooms
Inflight Service
Time
Drinks
Retrieval
Notifications
Contact
App Use
Check-in
Loyalty Program
Post flight comm
Offers
Hotels/Cars
Hospitality
Forums
Referrals
Support
Complains
Loyalty Prog
Social Media
Advertising
Word of Mouth
AIRLINE CUSTOMER JOURNEY

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CUSTOMER EXPERIENCE IS
THE NEW MARKETING
PROCESS TIP #2

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$500
Billion Per
Year in
Marketing

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$9
Billion Per
Year in
Customer
Service
$500
Billion Per
Year in
Marketing

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80% OF COMPANIES SAY
THEY DELIVER EXCEPTIONAL
CUSTOMER SERVICE
Source: Hug Your Haters by Jay Baer

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8% OF THEIR CUSTOMERS
AGREE
Source: Hug Your Haters by Jay Baer

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“If you see customer support as a
business’s competitive advantage, rather
than a cost to be controlled, it leads you
to build a completely different product.”
Nick Francis
CEO, HelpScout

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USERS ARE HUMANS.
NOT TICKETS.

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

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“WE MUST MOVE FROM
NUMBERS KEEPING SCORE TO
NUMBERS THAT DRIVE BETTER
ACTIONS.”
DAVID WALMSLEY

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DATA HEALTH IS MORE
IMPORTANT THAN ANY TREND
PERFORMANCE TIP #1

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4300% INCREASE IN ANNUAL
DATA GENERATION BY 2020*
*http://www.csc.com/big_data/flxwd/83638-big_data_just_beginning_to_explode_interactive_infographic

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70% OF CRM
IMPLEMENTATIONS FAIL
BECAUSE OF BAD DATA*
*Forrester Research

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“BIG DATA IS LIKE TEENAGE SEX…
EVERYONE TALKS ABOUT IT, NOBODY
REALLY KNOWS HOW TO DO IT,
EVERYONE ELSE IS DOING IT, SO
EVERYONE CLAIMS THEY ARE DOING
IT.”DAN ARIELY
DUKE UNIVERSITY

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• Database cleanse should be your top priority
• Get your team off of spreadsheets
• One system of record for the entire company (Good luck)
• Get your team off of spreadsheets
• Get your team off of spreadsheets
• Get your team off of spreadsheets
• Process. Process. Process. Process. Process.
HOW DO YOU EFFICIENTLY MANAGE DATA?

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DIE ENGAGEMENT METRICS!
LONG LIVE UNIT ECONOMICS!
PERFORMANCE TIP #2

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7
YOU SHOULD FUNCTION LIKE
AN ECOMMERCE COMPANY

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

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CAC & LCV & LTV
PAYBACK PERIOD
CUSTOMER RETENTION

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KNOW YOUR UNIT ECONOMICS
BETTER THAN THE CEO

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PEOPLE
PROCESS
PROGRAMS
PERFORMANCE

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AND ONE LAST THING…

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YOU ARE NOT GROWTH
HACKERS

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YOU ARE NOT GROWTH
HACKERS OR PRODUCT
MARKETERS

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YOU ARE NOT GROWTH
HACKERS OR PRODUCT
MARKETERS
FOUNDERS OR THE CEO

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YOU ARE NOT GROWTH
HACKERS OR PRODUCT
MARKETERS
FOUNDERS OR THE CEO
DIGITAL SAVANTS OR UX
NINJAS

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YOU ARE EXPERIENCE
MAKERS AND MANAGERS.

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THE CREATION AND
MANAGEMENT OF THE
CUSTOMER EXPERIENCE IS
THE ONLY THING THAT MAKES
YOU RELEVANT.

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THANK YOU!