2. @msweezey
ABOUT ME
Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for
Dummies (Wiley) (2013)
• Context Revolution (Harvard)
(2018)
36. Social media is the modern
day smoke break
ESCAPE CONTENT
“
Give people something to
enjoy, and help them escape
from their day. This is
authentic to social
channels.
@msweezey
37. Kronos uses these
comics to share on
social media. They see
10x more engagement on
these comics than their
corporate blog.
“
@msweezey
38. 51% of the time a CEO’s picks up their
mobile device because they are
bored. - Pew Research
“
41. They must buy into a new idea of
marketing. Not just that they need
more marketing.“ @msweezey
42. budgetsThis has a ton to do with what you can do
Dollar, dollar bills, y’all
43. Where are high performing budgets going
@msweezey
With out executive buy in
there is no way you will
have a best in class
budget.
70%
39%
59%
39%
39%
Digital Marketing Spend
Traditional Marketing
Spend
Marketing tools and
technology
Marketing consulting
Marketing headcount
Increase in Spending
44. Maintain
branding
15% headcount
80% programs
5 % tech + other
2-6% GR
Average
budget
Fast
growth
25% Headcount
65% programs
10% tech + other
7-12% GR
30% headcount
55% programs
15% tech + other
13-30% PR*Gross revenue *Gross revenue *Projected revenue
45. PRO TIP FOR TRADESHOWS
USE Ipads with pardot forms on them
at the booth. This way you remove
manual input of data, and lead
routing.
@msweezey
47. Marketing must be contextual across all
channels, and specific to the moment. This
means a minimum of the following
connected systems:
• CRM (system of record)
• Marketing Automation (system of engagement)
• Website (owned engagements)
• Product (increased value)
Context
Must be
dynamic
@msweezey
56. Of marketers say
it takes 2-5 weeks
to create a piece
of content.
42%
Of marketers say it
takes more than 7
weeks to create a
piece of content.
1/3
1 hOp://www.techvalidate.com/blog/2013-content-marke[ng-
research-[me-spent-crea[ng-content-2892
@msweezey
@msweezey
57. A better way to make it
There are an infinitely growing number of marketing
channels which require content. This brings about a new level
of content we must produce. The only way to create enough
content with a high enough success demands a new
foundation on how we execute marketing campaigns. We
must learn from other business departments who have faced
similar issues.
58. Place your pin on the blue dot. Your goal will be to close your eyes
and then draw a straight line to the red dot. Stop when you get
there.
60. Now try again, but feel free to stop when ever you want. Leave
your pen on the paper, and open your eyes. Recalibrate, close your
eyes then continue to draw your line. Take as many stops as you
want.
62. Agile
Theory
Small and frequent iteration is the key to success when you
operate in dynamic environments. Our marketing enjoinment
is dynamic since our consumer, and channels are constantly
changing. Technology also has now caught up to a place
where instant iteration is possible.
User Stories
MVPReview
Execute
63. How to Interview
If you ask 9 people Via Phone These
three questions You’ll get it.
• What were you looking for ?
• Did it meet your expectations ?
• Have you seen better ?
@msweezey
64. John,
I noticed an article on Content experience,
and thought you might like to give it a look.
John,
There is a video in our resource library on
Lead nurturing best practices, here’s a link to it.
It was recorded with Jay Baer.
John,
I’m not sure if you follow this guy on social. But
If you’re on Twitter you might want to
check out @jaybaer. We’ve just shot a webinar..
Example of Agile building
65. IT FUNDAMENTALY CHANGED THE
WAY WE GO TO MARKET.“ @msweezey
HIGHEST OUTPUT PER UNIT OF WORK / CHANGED HOW THEY THINK & ACT / BETTER OUTCOMES
66. FOR MORE on AGILE
VIEW:
@msweezey
hOps://www.slideshare.net/
MathewSweezey/the-x-factor-the-secret-to-
beOer-content-marke[ng