The document discusses new rules of marketing and PR compared to old rules. It provides examples of Barack Obama's and Salesforce's successful digital marketing campaigns that utilized tools like marketing automation and targeted personas. The key aspects of their approaches included gathering user data through online registration platforms to personalize outreach, and developing content and campaigns around specific target profiles to increase engagement. Overall, the document advocates for a new model of marketing focused on rich online content creation and distribution, feedback data, and facilitating participation rather than promotional interruption.

1. The Alpha Marketing
Mindset

2. The Old Rules of Marketing & PR
• Marketing was based on campaigns with limited life;
• Only way to get column inches and air time was through
legacy media;
• Companies had to have significant news before they
could write a press release;
• Advertising and PR were separate disciplines run by
different people;
Scott, The New Rules of Marketing & PR, 4.

3. CAMPAIGNS = HYPECAMPAIGNS = HYPE
Advertising Through Interruption

4. The Guardian called Barack Obama’s campaign followed by his reelection The Holy Grail of Digital Campaigning.
Although it may sound revolutionary, Obama’s team did no more than explore the potential of Marketing Automation to
the full. What really helped Obama become reelected was The Dashboard – online registration platform for volunteers
willing to support the candidate’s campaign. In order to register, volunteer ZIP code and a valid email address were
required. After registration, everyone could access the portal and at first glance, it actually looked like any other social
platform giving access to news, political and election events and discussion forums. In fact, at that particular time, Obama’s
team was doing all they could to gather information about registered users which later helped them craft personalized
message to groups of users.
Following registration, every email address was recorded in a database. As The Dashboard grew, every piece of information
about a given user was added to the database, including online activity pattern, social media activity pattern and offline
activities such as phone calls, donations and completed volunteer tasks. This way, Obama’s team could quickly contact
people they thought could help develop the campaign simultaneously eliminating redundant communication (i.e.
encouraging volunteers who have already made a donation to contribute). The Dashboard also incorporated elements of
psychological mechanisms to motivate volunteer groups to action through instilling a sense of competition between groups.
Thus, using Marketing Automation tools could have largely contributed to Obama’s success.
The Guardian called Barack Obama’s campaign followed by his reelection The Holy Grail of Digital Campaigning.
Although it may sound revolutionary, Obama’s team did no more than explore the potential of Marketing Automation to
the full. What really helped Obama become reelected was The Dashboard – online registration platform for volunteers
willing to support the candidate’s campaign. In order to register, volunteer ZIP code and a valid email address were
required. After registration, everyone could access the portal and at first glance, it actually looked like any other social
platform giving access to news, political and election events and discussion forums. In fact, at that particular time, Obama’s
team was doing all they could to gather information about registered users which later helped them craft personalized
message to groups of users.
Following registration, every email address was recorded in a database. As The Dashboard grew, every piece of information
about a given user was added to the database, including online activity pattern, social media activity pattern and offline
activities such as phone calls, donations and completed volunteer tasks. This way, Obama’s team could quickly contact
people they thought could help develop the campaign simultaneously eliminating redundant communication (i.e.
encouraging volunteers who have already made a donation to contribute). The Dashboard also incorporated elements of
psychological mechanisms to motivate volunteer groups to action through instilling a sense of competition between groups.
Thus, using Marketing Automation tools could have largely contributed to Obama’s success.
Case study #1: Barack Obama’s campaign

5. Salesforce.com organized a UK campaign based on the idea of “Getting Found” introduced by Hubspot. The idea behind
the project was to become visible to those actively looking for the kind of services the company offers and to provide top
quality content to the audience. Saleforce’s key focus area was the intersection of search, social and content.
First of all, the company came up with 5-6 profiles users they were trying to target. At a later stage, these were assigned to
different stages of purchase cycle and company size in order to optimize all produced content. Salesforce also picked
themes holding their content together to maintain quality. The next stage was topic selection and instilling a sense of
engagement in the project on Chatter – their own collaboration tool. Budgeting (resources) and metrics were also taken
into consideration. In order to measure the effectiveness of their activity, Salesforce designed a dashboard with all the
metrics they needed to monitor.
What is so great about Salesforce’s campaign is that at all stage of campaign planning and development, they always had
their target persona profiles in mind. The results were staggering: Salesforce’s traffic was up by 80% YoY and their traffic
from social sites reached an unbelievable 2500%. What is more, their eBook was downloaded over 10,000 times, which
generated 10,000 leads in total.
Salesforce.com organized a UK campaign based on the idea of “Getting Found” introduced by Hubspot. The idea behind
the project was to become visible to those actively looking for the kind of services the company offers and to provide top
quality content to the audience. Saleforce’s key focus area was the intersection of search, social and content.
First of all, the company came up with 5-6 profiles users they were trying to target. At a later stage, these were assigned to
different stages of purchase cycle and company size in order to optimize all produced content. Salesforce also picked
themes holding their content together to maintain quality. The next stage was topic selection and instilling a sense of
engagement in the project on Chatter – their own collaboration tool. Budgeting (resources) and metrics were also taken
into consideration. In order to measure the effectiveness of their activity, Salesforce designed a dashboard with all the
metrics they needed to monitor.
What is so great about Salesforce’s campaign is that at all stage of campaign planning and development, they always had
their target persona profiles in mind. The results were staggering: Salesforce’s traffic was up by 80% YoY and their traffic
from social sites reached an unbelievable 2500%. What is more, their eBook was downloaded over 10,000 times, which
generated 10,000 leads in total.
Case study #2: Salesforce.com

6. The Character of Media
LEAN MEDIA RICH MEDIA
• Impersonal
• Few cues to aid in
decoding
• Delayed
feedback
• Personal
• Multiple cues to
aid in decoding
• Immediate
feedback
Hitt, Black & Porter, Management, Int.

7. FEEDBACK & DATA
CONTENT CREATION PAID MEDIA
#Videos #Blog posts
#Ebooks #Webinars
#Infographics #Audio
#PPC #Offline #Social
#Display #Affiliate partners
The Millennial Marketing Cycle
SOCIAL SHARING
TRAFFIC TRAFFIC
CONSUMERS

8. The New Rules of Marketing & PR
• Companies need to drive people into the purchasing
process with high quality rich online content;
• You are what you publish;
• People want authenticity, not spin;
• People want participation, not propaganda;
• PR is not about your boss seeing your company on TV,
but about your buyers seeing your company on the
Web;
Scott, The New Rules of Marketing & PR, 4.

9. CONTENT = LOYALTYCONTENT = LOYALTY
Marketing Through Inclusion

10. Achieving Digital Synergy

11. Universal (Online) Content Distribution
• App Reviews
• Tips & Tricks
• Webinars
• Interviews
• Sponsored Events
• Products
• Offline Campaigns
• CSR
• How-Tos &
guides
• Case Studies
• Rich Media
FOCUS ON FACILITATION,
RATHER THAN ON PROMOTION…

12. Extending the reach of your sales team!
http://amarketing.co
@AlphaMarketers
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