Marketing is Dead by Kyle Lacy

1. Kyle Lacy, 8/25/2016
Building sustainable growth by focusing on
the foundation. Not the hype.

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GET THE DECK
CHECK OUT
LABS.OPENVIEWPARTNERS.COM
FOR WEEKLY CONTENT ON SCALING
COMPANIES
http://bit.ly/stateofkyle

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TRENDS VS REALITY

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Louis CK Video

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WTH IS HAPPENING?

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MOBILITY COMPLETELY
CHANGED THE GAME
CURRENT DISRUPTION

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Average # Apps
Installed on
Device
Average
Numbers of
Apps Used
Daily
Average # of
Apps
Accounting for
80%+ of App
Usage
Time Spent on
Phone (per Day)
Most Commonly
Used Apps
USA 37 12 3 5 hours Facebook
Chrome
YouTube
Worldwide 33 12 3 4 hours Facebook
WhatsApp
Chrome
DAY IN THE LIFE OF A MOBILE USER

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EVERY CUSTOMER IS A
CONSUMER FIRST…

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AND THE CONSUMER
EXPERIENCE IS SEAMLESS

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THE RISE OF
THE MACHINES
FUTURE DISRUPTION

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70% OF YOUR JOB WILL BE
AUTOMATED BY 2020*
*me

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HAVE NO FEAR

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YOU WILL NOT SURVIVE.

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YOU WILL EVOLVE.

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THE 4 PS TO
SUSTAINABLE GROWTH*
SUPREME SURVIVAL TIP
*IGNORE ALL THIS GROWTH HACKING CRAP

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PEOPLE
PROCESS
PROGRAMS
PERFORMANCE

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Do you have the right people?
Hire for aptitude, attitude and agility.
PEOPLE

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SUCCESSFUL MARKETING
TEAMS OF THE FUTURE…

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SUCCESSFUL EXPERIENCE
TEAMS OF THE FUTURE…

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CONTROL EVERY ASPECT OF
THE CUSTOMER JOURNEY…

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THE MODERN EXPERIENCE ORG
Acquisition Conversion Brand
Public Relations
Brand Enablement
Corporate Comms
Creative
Events
Advertising
Field Managers
Content / Search
Automation
Sales Enablement
Customer Success
Product Marketing
Retention
Operations

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How does your team operate and
optimize for the customer journey?
PROCESS

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YOUR PRODUCT IS YOUR
MARKETING STRATEGY
PROCESS TIP #1

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73% OF COMPANIES
CONSIDER USER EXPERIENCE
A TOP PRIORITY
Source: Forrester Research, Forrester’s CX Index

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1% OF COMPANIES DELIVER
AN EXCEPTIONAL UX
EXPERIENCE
Source: Forrester Research, Forrester’s CX Index

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GET THE EXPERIENCE RIGHT
AND YOUR PRODUCT WILL
SELL ITSELF

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OR YOUR CUSTOMERS WILL
SELL IT FOR YOU

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via UserTesting.com
MAP OUT YOUR CUSTOMER JOURNEY

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PROGRAMS
How do you create leverage that uncovers new sources
of revenue growth and increases marketing production
efficiency at scale?

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IT’S NOT CONTENT
MARKETING. IT’S THOUGHT
LEADERSHIP.
PROGRAMS TIP #1

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THOUGHT LEADERSHIP IS
NOT ABOUT YOU.

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THOUGHT LEADERSHIP IS
NOT ABOUT YOU. IT STARTS
AND ENDS WITH YOUR
CUSTOMER.

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80%of press mentions were a direct result of our content
effort

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Not product launches…

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FOUR TYPES OF THOUGHT-LEADERSHIP
EXPERIENCE CONSUMER PEER BENCHMARK

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EXPERIENTIAL THOUGHT LEADERSHIP
Understand your
customer’s customer
journey.

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EXPERIENTIAL THOUGHT LEADERSHIP
Shopped in 100 retail stores
Tracked 80 different marketing
touch points over 90 days
Delivered tailored report cards
and competitive analysis

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CONSUMER THOUGHT LEADERSHIP
Understand trends in
consumer behavior
• Surveying consumers on mobile,
social and email consumption
patterns.
• Used for geo launches and TOFU
demand generation

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PEER THOUGHT LEADERSHIP
Let your
prospects and
customers
compare against
each other

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PEER THOUGHT LEADERSHIP

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PEER THOUGHT LEADERSHIP

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PEER THOUGHT LEADERSHIP
http://www.typeform.com

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PEER THOUGHT LEADERSHIP
Interview the top
influencers in the field.
• Create a target list of top influencers
• Skype / Call Recorder / Voice Recorder
• Speechpad.com for transcription
• Publish interviews over the course of the
year
• Roll up into fun end of year deliverable

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BENCHMARK THOUGHT LEADERSHIP
Your data is your only
differentiator.
• What makes you unique?
• Best time to send an email
• Amount of money or time saved
for customers

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THOUGHT LEADERSHIP IS NOT
THE SALES PITCH.

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THOUGHT LEADERSHIP IS NOT
THE SALES PITCH. IT
SUPPLEMENTS THE SELL.

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DON’T FORGET ABOUT
INTERNAL ACTIVATION
PROGRAMS TIP #2

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MEET BABY KYLE

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Why is our conversion
rate so low?

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Do you have the system in place to
track and evolve?
PERFORMANCE

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BETTER GOAL TRACKING
LEADS TO BETTER RESULTS
PERFORMANCE TIP #1

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MY PRIMARY STACK
Data / AutomationCRMGoal / Project
Management

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DATA HEALTH IS MORE
IMPORTANT THAN
ANY TREND
PERFORMANCE TIP #2

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EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here

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EXAMPLE OF AN
IMPACT SLIDE TEXT
Example of supporting information or
sourcing information goes here

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70% OF CRM
IMPLEMENTATIONS FAIL
BECAUSE OF BAD DATA*
*Forrester Research

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DATA?
• Database cleansing should be top priority
• Do you have someone focused on data management?
• Get your team off spreadsheets
• One system of record for the entire company
• Get your team off spreadsheets
• Get your team off spreadsheets

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DIE ENGAGEMENT METRICS!
LONG LIVE UNIT ECONOMICS!
PERFORMANCE TIP #3

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YOU SHOULD FUNCTION LIKE
AN ECOMMERCE COMPANY

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UNIT ECONOMICS
Direct revenues and costs associated with a
particular business model expressed on a
per unit basis.

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CAC & LCV & LTV
PAYBACK PERIOD
CUSTOMER RETENTION

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KNOW YOUR UNIT ECONOMICS
BETTER THAN THE CEO

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FINAL THOUGHTS

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YOUR PEOPLE SHOULD
DEVELOP & RE-DEVELOP YOU
PROCESSES & PROGRAMS TO
IMPROVE PERFORMANCE.

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THE CREATION AND
MANAGEMENT OF THE
CUSTOMER EXPERIENCE IS
THE ONLY THING THAT MAKES
YOU RELEVANT.

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GET THE DECK
CHECK OUT
LABS.OPENVIEWPARTNERS.COM
FOR WEEKLY CONTENT ON SCALING
COMPANIES
http://bit.ly/stateofkyle