We've researched over 7,000 companies over the past two years, and have found the 5 key traits to high performing marketing organizations. See how you rank, and or what you need to do to become a high performer.

2. @MsweEzey
S l i d e s c a n b e f o u n d h e r e

3. New DATA
7 , 5 0 0 m a r k e t e r s f r o m a r o u n d t h e w o r l d
O v e r a p e r i o d o f t w o y e a r s
a c r o s s a l l i n d u s t r i e s
- S a l e s f o r c e s t a t e o f m a r k e t i n g -
2 0 1 6 / 2 0 1 7

4. High Performerso u t p e r f o r m t h e i r c o m p e t i t i o n b y
96.3X@ m s w e e z e y

5. @ m s w e e z e y

6. High Performersa n d l o w p e r f o r m e r s d o t h e s a m e
T h i n g s y e t H i g h p e r f o r m e r s s e e
2x-3xT h e v a l u e f r o m t h e s a m e t a c t i c s
@ m s w e e z e y

7. @ m s w e e z e y

9. EXECUTIVES must buy into
a new idea of marketing.
“ N o t j u s t t h a t t h e y n e e d m o r e
m a r k e t i n g .
@ m s w e e z e y

10. M a r k e t i n g C r e a t e s
EXPERIENCES
@ m s w e e z e y
# 1 N E W I D E A O F m a r k e t i n g i s :
Not messages

11. THEN NOW
M a r k e t i n g
TOLD
people
a b o u t t h e
p r o d u c t s
M a r k e t i n g
Becomes
T h e
product
@ m s w e e z e y

12. THE PRODUCT IS THE
“ EXPERIENCE
@ m s w e e z e y

14. The ad went viral, with 10 million views the first week and now
standing at about 30 million clicks. It even won a Cannes Lion!

17. Even Great marketing
C a n ’ t m a k e u p f o r
@ m s w e e z e y
bad experiences

18. T h e
Marketing becomes
Primary value
@ m s w e e z e y
# 2 N E W I D E A O F m a r k e t i n g i s :

19. Market > SELL > BUILD
BUILD> market > SELL
T H E N
N O W

21. @ m s w e e z e y
@ m s w e e z e y

22. @ m s w e e z e y
@ m s w e e z e y

23. TESLA SOLD 3X as many
cars in under 24 hours
Spending 1/150th
o f B E N Z o n a d v e r t i s i n g
@ m s w e e z e y

24. TESLA’s car
didn’t
Even exist!
@ m s w e e z e y

25. Market > SELL > BUILD
BUILD> market > SELL
B E N Z
T E S L A

26. T h e
Marketing becomes
Primary value
@ m s w e e z e y
T e l s a u n d e r s t a n d s t h a t

27. 1. E x p e r i e n c e E c o n o m y ( P i n e
a n d G i l m o r e )
2. F l i p t h e F u n n e l ( j a f f e )
*solutionG e t y o u r b o s s t o r e a d
@ m s w e e z e y

29. 70%
39%
59%
39%
39%
Digital Marke2ng Spend
Tradi2onal Marke2ng Spend
Marke2ng tools and
technology
Marke2ng consul2ng
Marke2ng headcount
HIGH PERFORMERS PLAN TO INCREASE SPENDING
- S a l e s f o r c e R e s e a r c h

30. H I G H P e r f o r m i n g
m a r k e t i n g B U D G E T S
W i l l d o u b l e i n
“ 1.8 years
@ m s w e e z e y

31. 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
@ m s w e e z e y

32. Mar keting budgets
incr ease b efore prior
gains a re realized
*problem
@ m s w e e z e y

33. U n d e r s t a n d h o w t o
l e v e r a g e a s t r e t c h
b u d g e t
*solution
@ m s w e e z e y

34. Stretch Budget:
A l i n e o f c r e d i t a b l e t o b e
u s e d f o r e x p a n d i n g m a r k e t i n g
w i n s
@ m s w e e z e y

35. N o r m a l G o a l : 2 0 0
S t r e t c h G o a l : 1 K
S T R E T C H B U D G E T : $ 5 K
*EXAMPLE
I f y o u h i t y o u r s t r e t c h g o a l , y o u c a n
a c c e s s t h e s t r e t c h b u d g e t w i t h o u t
q u e s t i o n . A l l o w i n g y o u t o d o u b l e d o w n
o n t h e m a r k e t i n g t a c t i c t h a t g o t y o u
a b i g w i n .
@ m s w e e z e y

36. -PAUSE-C h e c k f o r
e x p l o d i n g b r a i n s

38. U S E 1 4 t o o l s t o c r e a t e a
c o h e s i v e e x p e r i e n c e“ HIGH PERFORMERS
@ m s w e e z e y

39. 56%
57%
61%
48%
49%
51%
28%
21%
18%
18%
21%
17%
12%
5%
4%
5%
11%
4%
Marketing analytics
Web personalization
Emerging technology (e.g., wearables, IoT)
Social listening tools
Marketing automation
Guided selling
Percentage who currently use extensively
High Performers
Moderate Performers
Underperformers
- S a l e s f o r c e R e s e a r c h

40. A r e w h a t y o u r
t o o l s s h o u l d w o r k
t o c r e a t e
Personal
EXPERIENCEs

41. ‘ e x p e r i e n c e ’ i s a f l u f f y
w o r d . W h a t t y p e o f
e x p e r i e n c e s h o u l d w e b e
m a k i n g ?
*problem
@ m s w e e z e y

42. O v e r 1 m i l l i o n v i s i t o r
s e s s i o n s a c r o s s v a r i o u s
w e b s i t e s i n 2 0 1 5 …
-research-

43. W h a t i s a v e r a g e n u m b e r o f
p a g e v i e w s a p e r s o n g o e s t o
o n a w e b s i t e ?
-Take a guess-

44. 1.7P a g e s p e r v i s i t
@ m s w e e z e y

45. H o w m a n y p e o p l e l o o k e d a t t h e
b l o g a n d t h e n w e n t a n y w h e r e
e l s e o n t h e w e b s i t e ?
-Take a guess-

46. 2.5%C r o s s o v e r f r o m b l o g
@ m s w e e z e y

47. H o w m a n y p e o p l e l o o k e d a t t h e
r e s o u r c e ( c o n t e n t ) s e c t i o n ?
-Take a guess-

48. 3.7%A c c e s s e d t h e r e s o u r c e
s e c t i o n
@ m s w e e z e y

49. “ZERO CLICK”
experience
*solution

50. -B2b-e x a m p l e

51. They use ABM to change the
copy on the site to match the
industry of the visitor
They use Marketing
Automation to change
content offers based on
behavior

52. U s i n g D y n a m i c c o n t e n t
c r e a t e d a $ 4 7 m P i p e f o r a
b r a n d n e w p r o d u c t l i n e i n
5 m o n t h s
- Cardinal Health –( A F o r t u n e 5 0 0 c o m p a n y )
@ m s w e e z e y

53. -B2c-e x a m p l e

54. DYNAMIC CONTENT
BASED ON WEB
BEHAVIOR
DYNAMIC
DYNAMIC

55. I n c r e a s e d o n l i n e s a l e s b y
5 0 % a f t e r i n t r o d u c i n g
D y n a m i c c o n t e n t
- Room & Board –

56. C a n o n l y b e c r e a t e d v i a t h e
c o r r e c t t e c h n o l o g y u t i l i z i n g
d y n a m i c c o n t e n t
“ Personal experiences
@ m s w e e z e y

58. 52% Of High
Performers use
Agile Methods

59. AGILE IS THE MODERN
PRODUCTION METHOD“

60. 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 hKp://www.techvalidate.com/
blog/2013-content-marke2ng-
research-2me-spent-crea2ng-
content-2892

61. 3 p r o d u c t s
3 b u y e r p e r s o n a s
3 s t a g e s i n t h e c y c l e
2 7 p i e c e s o f c o n t e n t

62. 2 7 p i e c e s
o f c o n t e n t
A t 2 w e e k s
p e r p i e c e weeks
54

63. 2 7 p i e c e s
o f c o n t e n t
A t 5 w e e k s
p e r p i e c e years
2.5

64. T h e
Agile Proof

65. Place your pin on the white dot. Your goal will be to close your
eyes and then draw a straight line to the gold dot. Stop when you
get there.

66. Your line probably looks like this.

67. 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.

68. Your second line probably looks like this.

69. U s e r S t o r i e s
T E S TR e v i e w
E x e c u t e
Agile Process

70. USER STORIES
1. W h a t q u e s t i o n s a r e t h e y a s k i n g
2. W h e n / w h e r e a r e t h e y a s k i n g
t h o s e q u e s t i o n s
3. W h a t e x p e r i e n c e s a r e y o u r s
c o m p e t i n g w i t h

71. 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..
Agile TEST

72. -PAUSE-A S K T H E A u d i e n c e
“ T h e e m b a r r a s s i n g q u e s t i o n ”

73. AGILE REVIEW
1. W h a t w e r e y o u l o o k i n g f o r ?
2. D i d i t m e e t y o u r e x p e c t a t i o n s ?
3. H a v e y o u s e e n b e t t e r ?
A s k T h e s e t h r e e q u e s t i o n s v i a t h e
p h o n e ( t o t a l t i m e 1 . 5 h r s i f y o u a s k 9 )
@ m s w e e z e y

74. For More on Agile:
V I E W : T H E X F A C T O R – A G I L E C O N T E N T
M A R K E T I N G – S L I D E S H A R E
R E A D : A G I L E M A R K E T I N G M A N I F E S T O
J O I N : A G I L E M A R K E T I N G F A C E B O O K G R O U P

76. HIGH PERFORMERS ARE
17x betterA t c o l l a b o r a t i o n a c r o s s
t h e c u s t o m e r L i f e c y c l e
@ m s w e e z e y

77. M a r k e t i n g S a l e s S E R V I C E P R O D U C T
EXPERIENCE I S a c r o s s a l l d e p a r t m e n t s

78. Ch ief Experience Officer
CXO
T h e n e w e x e c u t i v e p o s i t i o n w h o w i l l
h a v e t o o w n e x p e r i e n c e a n d b e
r e s p o n s i b l e f o r r e v e n u e a n d g r o w t h .
C X O r e p l a c e C R O

79. GROWTH TEAMS
R e a d : H a c k i n g G r o w t h
W i l l b e t h e i r s e c r e t

80. C h u r n i s a b o v e 7 % f o r
n e w c u s t o m e r s w i t h i n
t h e f i r s t y e a r .
-Example-

81. G r o w t h t e a m a n a l y z e s a l l
a s p e c t s o f t h e e x p e r i e n c e
f r o m t h e f i r s t m a r k e t i n g
t o u c h t o t h e p r o d u c t U X
-Step one-

82. m a r k e t i n g : m a y b e t a r g e t i n g t h e
w r o n g a u d i e n c e , o r u s i n g m i s l e a d i n g
m e s s a g i n g .
S u p p o r t : i s n ’ t o n b o a r d i n g c u s t o m e r s
e f f i c i e n t l y .
P r o d u c t : u x i s n ’ t c l e a r o n h o w p e o p l e
u s e t h e t o o l t o g e t t h e v a l u e p r o m i s e d .

83. G r o w t h t e a m w o r k s w i t h
d e p a r t m e n t s t o s e t u p
t e s t s o f n e w i d e a s f o r
s o l v i n g t h e s e i s s u e s .
-Step Two-

84. G r o w t h t e a m r e v i e w s
r e s u l t s t o i t e r a t e o n
f i n d i n g s i n a n a g i l e
f o r m a t
-Step three-

85. Collaboration is the
key to holistic
experiences“

86. -Conclusions-

87. @ m s w e e z e y

88. @ m s w e e z e y

89. @ m s w e e z e y

90. Marketing Creates
EXPERIENCES
@ m s w e e z e y
# 1 N E W I D E A O F m a r k e t i n g i s :

91. T h e
Marketing becomes
Primary value
@ m s w e e z e y
# 2 N E W I D E A O F m a r k e t i n g i s :

92. @ m s w e e z e y

93. H I G H P e r f o r m i n g
m a r k e t i n g B U D G E T S
W i l l d o u b l e i n
“ 1.8 years
@ m s w e e z e y

94. @ m s w e e z e y

95. I s w h a t y o u r t o o l s
s h o u l d w o r k t o
c r e a t e
PERSONAL
EXPERIENCE

96. @ m s w e e z e y

97. AGILE IS THE MODERN
PRODUCTION METHOD“

98. @ m s w e e z e y

99. Collaboration is the
key to holistic
experiences“

100. -THANK YOU-
F o r A c c e s s t o r e s e a r c h
h t t p s : / / w w w . s a l e s f o r c e . c o m / r e s e a r c h /
@ M S W E E Z E Y