Actifio CEO Ash Ashutosh asked us to kick off a marketing planning meeting by talking about how marketing itself has changed, with emphasis on new strategies and tools being leveraged by savvy marketers right now. These are our thoughts.

1. Marketing Now
APRIL 6, 2012
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2. World War II
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3. Power in production.
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4. Economies of Scale
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5. Key: Uniform Demand
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6. Instruments of Uniform Demand
• Broadcast Media • Homogeneity
• Uncle Miltie • Consumer Culture
• CPM • LIFE Magazine
• Reach • Middle Class
• Frequency • Journalism
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7. Mad Men Ruled.
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8. Over time,
we got so good at production
it became a commodity.
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9. Competition Today
• Intellectual Property
• Customer Loyalty
• Recruiting & Retention Product of
• Culture Relationships
• Strategic Partnerships
• Access to Capital
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10. Today relationships have surpassed
production scale as a source of
competitive advantage.
New, yet familiar...
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11. Emphasis On Relationships
20th Century
19th Century 21st Century
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12. Back To The Future
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13. Back To Basics
• First know your market.
• Simple stories sell.
• Your product is your marketing.
• Good business is personal.
• Make your customers happy.
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14. New tools.
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15. Marketing Now
• Outside-In Development
• Emotional Value Proposition
• Design Innovation
• Social Marketing
• Net Promoter System
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16. Outside-In Development
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17. Start with what’s easy.
a conversation you care about is
already happening online.
… or a competitor …
or the problem you’re
maybe about you … trying to solve.
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18. Real-World Tools
• Google Reader – Free Listening Station
• UserVoice – Customer inbound channel
• QualBoard – A panel of your prospects
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19. Marketing Now
• Outside-In Development
• Emotional Value Proposition
• Design Innovation
• Social Marketing
• Net Promoter System
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20. Idea is not new.
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21. “To change what people do, you must change
what they feel.”
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22. Emotional Value Proposition
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23. Real-World Tools
• Brand Strategy – Beyond tactics.
• One Simple Thing™ – Check.
• Discipline – Follow through. Needs work.
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24. Marketing Now
• Outside-In Development
• Emotional Value Proposition
• Design Innovation
• Social Marketing
• Net Promoter System
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25. Design Innovation
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26. “When you see an object, you make so many assumptions about
that object, in seconds. What it does, how well it’s going to do it,
how much you think it should cost…”
Objectified
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27. Even for Enterprise?
• Fundamental human drivers in play
• Enterprises don’t buy products. People
within them do.
• Always a cost, and a question of value(s.)
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28. Marketing Now
• Outside-In Development
• Emotional Value Proposition
• Design Innovation
• Social Marketing
• Net Promoter System
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29. Promise of Social Marketing
Scalable Intimacy
more intimate relationships than
are possible through traditional
media, at sufficient scale to
impact the enterprise.
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30. Enabler is Worthwhile Content
1. decide who you’re talking to.
2. listen to learn how you can help them.
3. deliver content that does so.
4. build a relationship over time.
5. ask for what you want.
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31. Content Strategy
what target what you what serves
prospects need to your
want deliver interests
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©2011 31

32. Essential Functions
activation distribution and conversion
engagement outreach and participation
creation original content development
curation culling third-party content
listening monitor the conversation
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33. Proven B2B Results
Top B2B companies average 17% of leads from social
media, and 230% more marketing-generated leads. Top
20% average the following performance metrics:
• 20% annual revenue growth (vs. avg 8%, laggards -3%)
• 44% of sales-forecasted pipeline generated by
marketing (vs. avg 10%, laggards 5%)
• 73% annual customer retention rate (vs. avg 27%,
laggards 7%)
SOURCE: Aberdeen Group
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34. Social Marketing
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35. New Marketing Model
online
TV
internet radio search
mobile app
facebook twitter
TV site
mobile site radio
YouTube
print
print
online
display
SOURCE: Forrester Research ©2012 HOLLAND-MARK. ALL RIGHTS RESERVED. 35

36. Real-World Tools
• Marketing Machines – David Skok
• HubSpot – Effective basic platform
• Pardot – More robust, flexible, complex
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37. Marketing Now
• Outside-In Development
• Emotional Value Proposition
• Design Innovation
• Social Marketing
• Net Promoter System
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38. What drives growth?
ADVOCACY .
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39. How do you measure it?
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40. Net Promoter System
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41. “In a company of our size and complexity, it becomes
critically important to simplify and focus on one
number that is practical to measure. It is also vital that
this metric reliably link to profits and growth. …
Satisfaction surveys… don’t connect to business
economics … NPS links well to both market share and
profitability.”
Gary Reiner
CIO | Six Sigma Leader
General Electric
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42. Net Promoter System
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43. What It Takes
“NPS has to be more than
an executive metric to
work. The best companies
use it to drive action that
creates promoters and
converts detractors one
Fred Reicheld customer at a time. One
CEO called it his ‘GPS to
greatness.’ I love that.”
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44. Marketing Now
• Outside-In Development
• Emotional Value Proposition
• Design Innovation
• Social Marketing
• Net Promoter System
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45. Enduring Truths
• First know your market.
• Simple stories sell.
• Product is marketing.
• Good business is personal.
• Make customers happy.
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46. Building Relationships for…
Better communication.
Better products.
Happier customers.
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47. thank you.
@hollandmark
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