Death of Marketing As We Know It

Death of Marketing as we know it

Adapting marketing to changing customer behaviors and demands

Rand Schulman, principal [email protected]

Rand has been a technology executive for the past 25 years and helped create an industry - inventing brand name online marketing and new media companies. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine, and has been on the executive team for two IPOs and served as a public company officer at three technology firms. He has been active advisor and board member to several Social Media companies. He is regularly quoted in the WSJ, Business Week, and in numerous industry publications. Rand is a founder and past board member of the Web Analytics Association. Rand holds a BA in English from the University of the Pacific.

@RandSchulman

Pelin Thorogood, principal [email protected]

Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies. Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, leading the go-to-market strategy for WebSideStory's on-demand online marketing suite (acquired by Omniture/Adobe), extending Peregrine Systems' enterprise software business (acquired by HP) into the web-based employee self service (ESS) category, and in the mid 90s, launching one the very first mobile B2B applications designed for the Windows CE platform.

A principal in Schulman+Thorogood Group, Pelin sits on boards and advises new media and cloud computing companies. In 2011, Pelin was named one of the “20 Women to Watch” in sales lead management, and is a regular speaker and author on “Social Selling”, “Social Marketing” and related topics. She also serves as a guest lecturer and a virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a Bachelor of Science in Operations Research, M.Eng and MBA degrees, all from Cornell University.

@PelinT

What Will You Get From This Presentation?

How Online Marketing and Social Media have changed everything… and not!

Understanding Customer 2.0

Engaging Customer 2.0

Evolution of Marketing and Marketers

Optimizing your Marketing ROI

The Customer is Driving the Conversation

“…social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers. Think about that.

Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ”

Geoffrey James BNET

6 Keys to Marketing Success to Customer 2.0• Listen before you talk• Engage in the conversation• Invest in the Content Engineer• Create a Virtuous Marketing Cycle

• Build a culture of measurement• ….and Repeat!

Listen Before You TalkSocial Media Analytics

Listen Before You Talk Social Media Sentiments

Engage in the Conversation

• Create relevant content• Go where your customers are• Empower your community managers• Leverage different social channels for different purposes

• Power the community!

Engage both Search Engines and Readers

Emergence of Inbound Marketing

Outbound v Inbound Interrupt-driven

TalkingProgram $$

PushBusiness-Generated

Press releases, seminars, videos, collateral

Business Connections Building Websites

Sales Cycle

Organic / Findability-basedListeningPeople $$ PullUser-GeneratedBlog posts, podcasts, LinkedIn & Facebook groups, YouTubeSocial ConnectionsBuilding CommunitiesBuying Cycle

12

2011 Marketing Trends

Era of the Content Engineer™

The cost per lead for inbound marketing is 60% less than outbound marketing1

Investment in People-dollars Investment in Program-dollars

Content Engineer = One Part Creative Director + One Part Data Analyst

• Both LEFT and RIGHT Brain Required!

1 IDC 2010 and Hubspot 2010

Relevance is Key

• Relevant content is key to findability • SEO (search engine optimization)• Link-building

• Relevant content is key to customer engagement, stickiness and community building

Relevance Engagement ConversionCreativity without Conversion = ZERO

A Cross-Linked World

• Increase search engine rankings• Links are key to search engine rankings and good rankings are key to

findability!

• Drive referral traffic • Establish your site in a community of related sites

• Think community as well as “supply chain”• Remember quality matters…

• For people as well as search engines!

Creating a Virtuous Marketing Cycle™

Who’s Doing What Today?

• Reach – Whole Foods, InsideView (client)• Geo / Micro-targeting – Whole Foods• Engagement - Nordstrom's• Transparency – California Olive Farms• Re-branding – Domino’s Pizza• Crisis Management –Wright County Farms, Domino’s Pizza

Establishing A Culture of Measurement

COMPANYSCORECARD

ACCOUNTMANAGEMENT

PRODUCTMANAGEMENT

MARKETING

SALES

ADOPTIONRATE

PENETRATIONRATE

ACCOUNTHEALTH

WEBSITEPERFORMANCE

CAMPAIGNPERFORMANCE

LEADS

PIPELINE/OPS

BOOKINGS

AGGREGATEUTLIZATION

CONVERSION

By UsersBy Company

Total Seats# of products

By CustomerBy Company Size

Visits to SiteVisits from CampaignsPages Visited

Leads from CampaignROI for CampaignLeads by Product Type

By Product TypeBy Channel

Product TractionUpsell

Conversion by RepLead SourceLead Status

Number of Deals Created by RepRep Activity Against Pipeline

Value of Deals WonMonthly vs. Quota

Establishing A Culture of Measurement

COMPANYSCORECARD

ACCOUNTMANAGEMENT

PRODUCTMANAGEMENT

MARKETING

SALES

ADOPTIONRATE

PENETRATIONRATE

ACCOUNTHEALTH

WEBSITEPERFORMANCE

CAMPAIGNPERFORMANCE

LEADS

PIPELINE/OPS

BOOKINGS

AGGREGATEUTLIZATION

CONVERSION

By UsersBy Company

Total Seats# of products

By CustomerBy Company Size

Visits to SiteVisits from CampaignsPages Visited

Leads from CampaignROI for CampaignLeads by Product Type

By Product TypeBy Channel

Product TractionUpsell

Conversion by RepLead SourceLead Status

Number of Deals Created by RepRep Activity Against Pipeline

Value of Deals WonMonthly vs. Quota

Keeping Marketing Honest

Optimizing the Lead Funnel

www.schulmanthorogood.com