"How engaged is your brand with your prospects and customers? Since the 1800s we’ve been building new communication technologies. From the telegraph to the fax machine to the “leave a message after the beep”. From voicemail to email then to the first instant messaging service and SMS. Finally, we arrived at live chat which gave us the experience of quick message and those three little dots signaling a reply. Communication these days is instant and its interactive — friends make plans faster, families stay closer, and businesses provide answers instantly. Customers expect conversations to happen how, when, and where they want. Across whatever platform a customer wants to communicate with your brand on - phone, text, Facebook Messenger, email, Slack, and more. Whether you are B2B or B2C – today is all about B2H (Business To Human) and with it a demand for a personal, fast and relevant user experience at every touch point across the buyer journey. In this session, we’ll show how business strategy, user experience and real-time data are driving today’s marketing and sales experience. Be prepared to discover: • Why the Marketing Funnel is dead and the customer centric Fly Wheel is the key • How chat bots are blurring the line between marketing, sales and service • How Messenger delivered a 477% improvement in the cost per lead (Case Study) • How to generate leads and engage customers through conversational marketing • How SMarketing is driving a unified sales and marketing team • What tools and technologies you need in your 2018 MarTech Growth Stack to do all the heavy lifting for you"

1. Tony Eades
CHIEF STRATEGY OFFICER
SALTED STONE
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
Conversational
Marketing Master ClassMASTERCLASS

2. DigiMarCon | August 2019
Conversational
Growth Strategy
M A S T E R C L A S S
@tonyeades |
saltedstone.com/conversations

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@tonyeades |
saltedstone.com/conversations

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Slow
Bumpy
Expensive
T H E O L D M O D E L
Full Service
Open 9-5
Buy First

5. 5
Fast
Flat
Free
T H E N E W M O D E L
Self Service
Open 24/7
Try First

7. 7
A brand is what people say
about you when you
are not around.
D E L I V E R I N G T H E E X P E R I E N C E
@tonyeades |
saltedstone.com

9. Today’s buyer
knows what they
want and when
they want it.

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saltedstone.com/conversations

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12. Why Mary loves this company:
• She can learn Inbound
Marketing
• Provides easy to use tools that
make her life easier
• It’s easier to create reports for
sales and the CEO
12
Buyer Persona
F O U N D A T I O N
Background Demographic, gender,
age, income, job, career path,
location
Key identifiers Demeanor,
communication preferences
Goals Primary goal, secondary goal
Challenges Primary challenges,
secondary challenges
Common Objections Why wouldn't they
buy your product or service?
Specific problems our business solves
What we can do to help our person
reach their goal?
Process for buying The steps involved to
buy your product or service
Marketing message How do you
describe your solution in 1-2
sentences?
PERSONA PROFILE
Marketing Manager
25 - 2000 Employees
MARY MARKETER

13. 13
F O U N D A T I O N
WHISPERED SOFTLY SPOKEN CONVERSATIONAL LOUD IN YOUR FACE
CHILLED RELAXED SWITCHED ON EFFERVESCENT MANIC
ONE ON ONE INNER CIRCLE
CUSTOMERS &
FRIENDS
BROAD
COMMUNITY
UNIVERSAL
SAFE CONVENTIONAL
SPORADIC
UNEXPECTEDNESS UNCONVENTIONA
L
POLARISING
Brand Voice
@tonyeades |
saltedstone.com/conversations

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Buyer Journey
T O D A Y ’ S N O N L I N E A R
@tonyeades |
saltedstone.com/conversations

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Buyer Journey
T O D A Y ’ S N O N L I N E A R
@tonyeades |
saltedstone.com/conversations

16. 16
Buyer Journey
F O U N D A T I O N
@tonyeades |
saltedstone.com/conversations

17. 17
Buyer Journey
F O U N D A T I O N
@tonyeades |
saltedstone.com/conversations

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@tonyeades |
saltedstone.com/conversations

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Funnel v Flywheel
R E M O V E T H E F R I C T I O N
@tonyeades |
saltedstone.com/conversations

20. 20
A Customer
Centric
Approach
D I G I T A L M A R K E T I N G T R E N D S
@tonyeades |
saltedstone.com/conversations

21. 21

22. @jatgilbert | #Inboundpartnerday | @HubSpot
Source: Companies, Apptopia, TechCrunch, BI Intelligence estimates, 2017
Messaging app
surpasses
social network
Global monthly active users for the top 4 messaging apps and
social networks, in millions
@tonyeades | #Getungagged | @BrandManagerSyd

23. @jatgilbert | #Inboundpartnerday | @HubSpot

24. @jatgilbert | #Inboundpartnerday | @HubSpot
Chat has emerged
as the centre of
the mobile universe
@tonyeades | #Getungagged | @BrandManagerSyd
@tonyeades |
saltedstone.com/conversations

25. @jatgilbert | #Inboundpartnerday | @HubSpot
Results
Events
GwH Melbourne GwH Sydney
Attendees to the event 340 912
People enrolled on the day 114 430
Average open rate during the day 93.86% 78%
Meetings booked on the day 4 65
Meetings booked as a % of people enrolled 3.5% 15.1%
@tonyeades | #Getungagged | @BrandManagerSyd

26. Interactive
Offers
ResMed Malaysia

28. Instant
Results
24/7 Communication
with the customer

29. 29
>40% conversion
rate on the Online
Sleep Assessment
landing page
(industry average
4%)
The lead
generation form
built on HubSpot,
saw monthly leads
triple (an increase
of 150%)
25% of these leads
went on to be
customers who
purchased a home
sleep test
CONVERSION INCREASED LEADS CUSTOMERS
>40
%
150% 25%
Performance
R E S M E D S L E E P A S S E S S M E N T
10% GO ON TO PURCHASE LONG-TERM SLEEP THERAPY AND TREATMENT
@tonyeades |
saltedstone.com/conversations

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Omni-Channel
F R I T I C I O N L E S S E X P E R I E N C E

32. 32
Every. Single.
Time
D E L I V E R I N G T H E E X P E R I E N C E
The right message
At the right time
To the right person
With the right information
On the right channel
@tonyeades |
saltedstone.com/conversations

35. 35
Experience
C O N V E R S A T I O N A L
@tonyeades |
saltedstone.com/conversations

36. 36
Craft the narrative first.
Build the bot second.
D E L I V E R I N G T H E E X P E R I E N C E
@tonyeades |
saltedstone.com/conversations

37. 37
The least “technologically
enabled” members of the team
often have the most impact in the
development of the
conversational design
@tonyeades |
saltedstone.com/conversations

38. 38
TIME TO LIVE (TTL) SHARED
KNOWLEDGE
S.C.O.P.E
Bot Considerations
B U I L D I N G T H E E X P E R I E N C E
@tonyeades |
saltedstone.com/conversations

39. @tonyeades |
saltedstone.com/conversations

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In 2011 there were 150
companies in the
marketing technology
Landscape
D E L I V E R I N G T H E E X P E R I E N C E
@tonyeades |
saltedstone.com/conversations

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@tonyeades |
saltedstone.com/conversations

50. 50

51. 51

52. 52

53. 53

54. Ride Details
Lyft fare (1.51mi, 6m 20 s) US$5.80
Visa *7965 US$5.80
Thanks for riding with Rodrigo!
August 30 , 20 18 at 9:0 3 AM
This and every ride is
carbon neutral
54
Brand Experience
A T R U E S T O R Y

55. 55
Thursday, 30 August 2018 12:32:51 pm Pacific Daylight Time
Subject: [Ly ] Re: Follow-up from Ly
Date: Thursday, 30 August 2018 9:26:15 am Pacific Daylight Time
From: Ly <support@ly -new.zendesk.com>
To: Tony Eades <tony@saltedstone.com>
##- Please type your reply above this line - ##
Your request (125467014) has been updated. To add additional comments, reply to this email.
Passenger help bot (Lyft)
Aug 30, 9:26 AM PDT
Tony,
Thanks for using our passenger help bot to let us know about your recent ride
issue.
We take every ride with Lyft seriously, and any ride that doesn’t meet our standards
is carefully reviewed.
A member of our customer support team will email you once we start the review
process.
Thank you for your patience,
Lyft
This email is a service from Lyft. Delivered by Zendesk
[5LVLYL-36L7]
@tonyeades |
saltedstone.com/conversations

56. 56
Thursday, 30 August 2018 12:31:45 pm Pacific Daylight Time
Subject: [Ly ] Re: Follow-up from Ly
Date: Thursday, 30 August 2018 9:31:47 am Pacific Daylight Time
From: Ly <support@ly -new.zendesk.com>
To: Tony Eades <tony@saltedstone.com>
##- Please type your reply above this line - ##
Your request (125467014) has been updated. To add additional comments, reply to this email.
Janea (Lyft)
Aug 30, 9:31 AM PDT
Hi Tony,
We appreciate your time and eff ort in reaching out to us about your promo.
It looks like your promotional credit should have applied. As courtesy, I've gone
ahead and refunded the full amount of $5.80, which will return to your account
within 5- 7 business days.
Welcome to Lyft, Tony! ☺We are happy to have you as part of the community. Stay
safe and have a great day ahead.
If there is anything else that Lyft can help you with, please do not hesitate to email
us back.
All the best,
- - Janea
Lyft Support Representative
Help Center
Ask Lyft on Twitter!
@tonyeades |
saltedstone.com/conversations

57. 57
Thursday, 30 August 2018 12:31:45 pm Pacific Daylight Time
Subject: [Ly ] Re: Follow-up from Ly
Date: Thursday, 30 August 2018 9:31:47 am Pacific Daylight Time
From: Ly <support@ly -new.zendesk.com>
To: Tony Eades <tony@saltedstone.com>
##- Please type your reply above this line - ##
Your request (125467014) has been updated. To add additional comments, reply to this email.
Janea (Lyft)
Aug 30, 9:31 AM PDT
Hi Tony,
We appreciate your time and eff ort in reaching out to us about your promo.
It looks like your promotional credit should have applied. As courtesy, I've gone
ahead and refunded the full amount of $5.80, which will return to your account
within 5- 7 business days.
Welcome to Lyft, Tony! ☺We are happy to have you as part of the community. Stay
safe and have a great day ahead.
If there is anything else that Lyft can help you with, please do not hesitate to email
us back.
All the best,
- - Janea
Lyft Support Representative
Help Center
Ask Lyft on Twitter!
Thursday, 30 August 2018 12:32:06 pm Pacific Daylight Time
Subject: [Ly ] Re: Follow-up from Ly
Date: Thursday, 30 August 2018 9:46:47 am Pacific Daylight Time
From: Ly <support@ly -new.zendesk.com>
To: Tony Eades <tony@saltedstone.com>
##- Please type your reply above this line - ##
Your request (125467014) has been updated. To add additional comments, reply to this email.
Tony Eades
Aug 30, 9:46 AM PDT
Thank you @Lyft … I love your service!
Cheers
Tony
T O N Y EA D ES
C S O | C E O ( A P A C )
(02) 8824 7880 saltedstone.com
Want to schedule a meeting? Here's my calendar with my availability.
This email is a service from Lyft. Delivered by Zendesk
[5LVLYL-36L7]
@tonyeades |
saltedstone.com/conversations

58. Thursday, 30 August 2018 12:32:24 pm Pacific Daylight Time
Subject: [Ly ] Re: Follow-up from Ly
Date: Thursday, 30 August 2018 10:25:50 am Pacific Daylight Time
From: Ly <support@ly -new.zendesk.com>
To: Tony Eades <tony@saltedstone.com>
##- Please type your reply above this line - ##
Your request (125467014) has been updated. To add additional comments, reply to this email.
Janea (Lyft)
Aug 30, 10:25 AM PDT
Hi Tony,
You are very much welcome and it's been my pleasure to assist you.
I am more than happy to hear that you are having a great experience with us, and
we'd love to continuously give you more of that! ☺
We value and appreciate your continued support. Stay safe and have a great day
ahead, Tony. ☺
If there is anything else that Lyft can help you with, please do not hesitate to email
us back.
All the best,
- - Janea
Lyft Support Representative
Help Center
Ask Lyft on Twitter!
This email is a service from Lyft. Delivered by Zendesk
58
@tonyeades |
saltedstone.com/conversations

59. Thursday, 30 August 2018 12:32:24 pm Pacific Daylight Time
Subject: [Ly ] Re: Follow-up from Ly
Date: Thursday, 30 August 2018 10:25:50 am Pacific Daylight Time
From: Ly <support@ly -new.zendesk.com>
To: Tony Eades <tony@saltedstone.com>
##- Please type your reply above this line - ##
Your request (125467014) has been updated. To add additional comments, reply to this email.
Janea (Lyft)
Aug 30, 10:25 AM PDT
Hi Tony,
You are very much welcome and it's been my pleasure to assist you.
I am more than happy to hear that you are having a great experience with us, and
we'd love to continuously give you more of that! ☺
We value and appreciate your continued support. Stay safe and have a great day
ahead, Tony. ☺
If there is anything else that Lyft can help you with, please do not hesitate to email
us back.
All the best,
- - Janea
Lyft Support Representative
Help Center
Ask Lyft on Twitter!
This email is a service from Lyft. Delivered by Zendesk
59
@tonyeades |
saltedstone.com/conversations

60. 60
Brand Choice
M O V I N G I N T O 2 0 2 0
@tonyeades |
saltedstone.com/conversations

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saltedstone.com/conversations