A recap with some key takeaways from the keynotes at the Fusion Marketing Experience conference Antwerp, 2012. Created by opening and closing keynote speaker, Kristin Zhivago.

1. RECAP
KRISTIN ZHIVAGO
REVENUE COACH

2. RECAP
KRISTIN ZHIVAGO – DAY 1 – WHAT CUSTOMERS WANT
 Current customers will teach you how to sell to new
customers
 If you interview them the right way at the right time, YOU can
change your organization – YOU can make it more customer-
centric
 Customers are ignoring marketing and sales and creating their
own Customer Communities
 Buying process has changed; marketing/sales haven’t
 Anyone who doesn’t catch up fast will be beaten by
competitors who get it
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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3. RECAP
JIM LENSKOLD – DAY 1 – MEASURE CAMPAIGN VALUE
 Companies that measure are more successful
 Look for ways to measure – it’s there.
 Look at the big picture, and long-term
 What to measure, how to measure, when to measure, how to
assess, how to improve
Marketing plan > Path to Purchase > Incremental Sales;
Expense > ROI < Profits
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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4. RECAP
LEE ODDEN – DAY 1 – DIGITAL MARKETING INTEGRATION
 People asking others for recommendations, then going to Google for
validation
 Tremendous amount of content being posted by customers
 Basic SEO – keyword glossary, categories, SEO audit. Keywords in your
content.
 “Anything that can be searched on can be optimized; anything that can be
found can be shared.”
 What’s missing from classic SEO is customers. Optimize for their experience.
Understand why they buy.
 Content creators – make them responsible for socializing their content
 Social media task force
 Always be optimizing
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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5. RECAP
BRYAN EISENBERG – DAY 1 – THINK DIFFERENTLY: STEVE JOBS
 Apple stores = $4500 per square foot, BestBuy = $400
 Brands: Zappos = humanistic; Apple = spontaneous; Google =
deliberate; Amazon = competitive
 What are you doing to make your customer the hero?
 Help your customers help you
 Go for perfect; tap the experts; be ruthless; shun focus groups;
never stop studying; simplify; keep your secrets; keep teams
small; use more carrot than stick; prototype to the extreme
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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6. RECAP
JAMIE NOTTER – DAY 1 – PEOPLE-CENTRIC ORGANIZATION
 Social media is not a fad
 Organizations need to change for social media to work
 Management has been doing the same thing over and over
and expecting a different result. FAILING.
 Social media = answer. Create, share, learn. SUCCEEDING.
 Human principles: Open, generative, courageous, trustworthy
 Decentralize: Who decides, speaks, acts
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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7. RECAP
BRYAN EISENBERG - DAY 2 – VOICE OF CUSTOMER, WOM
 Pay-per-click ads:
 Words matter. Freshness matters. Always be testing.
 Highlight benefits, not features
 Presence of keywords
 Call to action
 Insert specifics
 Risk mitigation / special offers
 Experiment with the display URL
 Formatting /ordering of key elements
 Synonyms wtihin the ad
 Capitalization
 Outrageous (but relevant) imagery
 (Look up Conversion Trinity)
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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8. RECAP
BRYAN EISENBERG - DAY 2 – VOICE OF CUSTOMER, WOM
 Landing pages:
 Use actual words you used in the ad – can really raise conversion rates
 Show them options that are truly relevant to the ad
 Use badges top help people figure out what to do, emphasize a benefit
 Show a specific benefit based on their location (no tax, international, etc.)
 Test little things, any of which can significantly raise conversion rates
 Make it a landing session
 Look at conversion per impression
 Use statements that mitigate the risk in your testing
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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9. RECAP
LEE ODDEN – DAY 2 – CUSTOMER-CENTRIC CONTENT MKT
 Must know customers, specifically – care about; how they discover content;
formats, etc.
 2nd-fastest SaaS vendor via optimized content, blogging, 700% increase in
revenue
 Content marketing – it’s not great until it’s discovered, consumed, and shared
– if you have great content, set it free
 Optimize for attraction, engagement, inspiration/experience
 Align brand and customer needs
 Monitor, refine, repeat
 Buying cycle; Keywords; Social Topics; Content Type = Customer & Content
Optimization
 Know how you’re going to re-use the the articles
 Search engines don’t buy, people do
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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10. RECAP
LEE ODDEN – DAY 2 – CUSTOMER-CENTRIC CONTENT MKT
 Identify topic/story
 Research search and social keywords
 Create an optimized social content campaign
 Provide SEM, SMO guidelines to social teams
 Promote via social channels, build links
 Monitor social references, search traffic, and KPIs
 Benchmark and dashboard reporting
 SEO for video is not just about phrases, it’s about engagement (views,
comments, ratings)
 Use comparison tables to legitimately optimize for your competitors’ brand
names
 Use dedicated web pages for geo regions, models, etc.
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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11. RECAP
JIM LENSKOLD – DAY 2 - LEAD MGT, MEASUREMENT, ROI
 Resource page – Lenskold.com/Fusion
 Understand path to purchase – greater role in
education/engagement; use content as a differentiator >
increase conversion rates, increase vale per sale. Use
educational post-sales to increase retention/loyalty/advocacy
 Align marketing to financial outcomes – run ROI scenarios, tie
back to strategy
 Prioritize for high-impact measurements
 Look at the marketing activity, correlate back to incremental
sales
 Start collecting marketing data now
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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12. RECAP
JAMIE NOTTER – DAY 2 – CHANGING ORG FROM INSIDE OUT
 Behavior > Process > Culture
 Social media hurdles – can be overcome, to change organizations
 Organizations not collaborative
 Silo wars
 Some command and control is good
 Create lateral collaborative networks – to discuss social media
 Look for small ways to build trust – with some limits, and go from
there
 Innovation requires diversity
 Management must have clarity to change; make sure you address
emotions in your pitch; shape the path (facilitate)
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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13. RECAP
KRISTIN ZHIVAGO – DAY 2 – ROADMAP TO REVENUE
 Marketing is broken. Sales was sort of broken, now it’s also really broken.
 Customers are learning from each other, self-creating their own
recommendation communities, making marketing and sales irrelevant.
 Marketing COULD be relevant, COULD be powerful – ONLY if marketers
personally know customers.
 Roadmap to Revenue Method: Discover, Debate, Deploy
 Interview 5 – 10 customers (of each type) on the phone
 Record/transcribe/anonymize – leaders must read
 Analyze/Summarize/Recommend
 Brainstorming/Planning Meeting – Decide, from Customer’s perspective
 Deploy – revenue will go up; marketing will be relevant again
 Shift from customer predator to customer protector
 WIN
#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
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