The mindset of an alpha marketer

The Alpha Marketing Mindset

The Alpha Marketing Mindset

The Old Rules of Marketing & PRThe 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.

CAMPAIGNS = HYPECAMPAIGNS = HYPE

Advertising Through InterruptionAdvertising Through Interruption

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 campaignCase study #1: Barack Obama’s campaign

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.comCase study #2: Salesforce.com

The Character of MediaThe 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.

FEEDBACK & DATA

CONTENT CREATION

PAID MEDIA#Videos #Blog posts #Ebooks #Webinars #Infographics #Audio

#PPC #Offline #Social #Display #Affiliate

partners

The Millennial Marketing CycleThe Millennial Marketing Cycle

SOCIAL SHARING

TRAFFIC TRAFFIC

CONSUMERS

The New Rules of Marketing & PRThe 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.

CONTENT = LOYALTYCONTENT = LOYALTY

Marketing Through InclusionMarketing Through Inclusion

Achieving Digital SynergyAchieving Digital Synergy

Universal (Online) Content DistributionUniversal (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…

Extending the reach of your sales team!

http://amarketing.co@AlphaMarketers

Ready For The Next Step?Ready For The Next Step?