Get ready to dive into data that will show you the future of marketing, both near and long term. In this session, you’ll learn how to benchmark yourself to see where you currently stand on the marketing maturity model and how your job will change as AI becomes a new team member. Come with an open mind–your future success depends on it.
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The Future of Demand: What to Expect in the Next 1, 5 and 10 Years
2. Mathew Sweezey
Principal of Marketing Insights
Salesforce
Author of
• Marketing Automation for Dummies
(2013)
• Context Revolution –Harvard
Business Press (2019)
@msweezey
3. The future is already here it
just isn’t equally distributed.
William Gibson, Author & Futurist
@msweezey
5. DEMAND IS RESPONSIVE
TO A NEW CONSUMER
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
@msweezey
6. 80%
@msweezey
Of customers say the
experience a company
provides is as important
as its products and
services.
Source: State of the Connected Customer 2018
7. 12%There is only a 12% delta
between the preferences of
millennials and baby boomers.
So if 100% of millennials do
something, it’s safe to say 88%
of boomers do too.
Source: State of the Connected Customer 2018
8. @msweezey
B2B B2C
Technology has made it easier than ever to take my
business elsewhere
82% 70%
Technology is redefining my behavior as a consumer 76% 61%
Technology has significantly changed my expectations
of how companies should interact with me
77% 58%
Expect the brands they purchase from to respond and
interact with them in real time
80% 64%
B2B Buyers Are
More Affected
10. BY 2025 95% OF ALL
CONSUMER
INTERACTIONS
With a brand will be via artificial
intelligence as AI becomes a standard
consumer application.
Source: FORBES 10 Customer Experience Implementations Of Artificial
Intelligence
@msweezey
11. The consumer is no longer in
charge, the AI is. If you are not
contextual to the moment you
will not be let through.
@msweezey
“
“
12. DEMAND BECOMES A
FUNCTION OF EXPERIENCE
@msweezey
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
13. The amount of want the marketplace has for your
product. Typically measured by number of net new
sales, or interest in your brand.
@ m s w e e z e y
OLD DEFINITION OF DEMAND:
@msweezey
14. The amount of revenue marketing is able to drive.
It is now a measure of both net new sales, but also
increased LCV.
@ m s w e e z e y
NEW DEFINITION OF DEMAND:
@msweezey
15. Source: Salesforce State of Marketing
2017
High performers were 17X more
likely to be considered excellent at
collaboration across the entire
customer lifecycle
17X
HIGH PERFORMERS COLLABORATE
ACROSS THE BUSINESS
BETTER AT
COLLABORATING
ACROSS THE BUSINESS
16. Source: Salesforce State of Marketing 2018
High-performing marketers are 1.5x
more likely than underperformers to
collaborate with sales teams on ABM
programs.
17. Currently only 1/3 of marketing teams
suppress messages to customers with
open service issues
By 2025 it is estimated that 2/3 of brands
will have a fully integrated marketing and
service team with common metrics, goals,
and programs.
Marketing + Service/Support
Source: Salesforce State of Marketing
2018
@msweezey
18. Marketing + Service
opens the doors to
new ideas like
Trailhead.
Customers who join the
educational platform
spend 2X as much as stay a
customer 4X as long.
@msweezey
19. A NEW ROLE AND SCOPE
NEEDS A NEW LEADER
@msweezey
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
20. “The CXO position can be imagined by rolling up a Chief
Revenue Officer and Chief Customer Officer into one
position. This executive should have total responsibility for
developing all revenue- and profit-generating experiences
offered to paying customers.”
-Joe Pine & Steve Gilmore – Experience Economy (HBR 2015)
@ m s w e e z e y
Leading The New Marketing Team
@msweezey
22. AUTOMATIONS GET THEIR
OWN AUTOMATIONS
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
23. AUTOMATION 1.0
A U T O M A T I O N V E R S I O N O N E I S U S U A L L Y A
S I N G E L T O O L W I T H T H E A B I L I T Y T O A U T O M A T E
E M A I L S .
25. AUTOMATION 2.0
H A P P E N S A C R O S S A N E T W O R K O F T O O L S A N D
T E C H N O L O G I E S A N D M A R K E T I N G A U T O M A T I O N
T O O L S A R E N O W A N O D E O N A N E T W O R K -
E V E R Y T O O L H A S A U T O M A T I O N S
27. YOU’VE SET UP A
NEW FEATURE IN
YOUR PRODUCT
SO YOU SET UP AN
AUTOMATION TO POP UP A
SURVEY ONLY TO THOSE
AFFECTED USERS WITH IN
THE APP
SURVEY TOOL RUNS,
THEN PASSES DATA
BACK TO DRIVE
NEW CAMPAIGN
INTERCOM TRAY.IO PROMOTER.IO
28. S P L I T T H E C A M P A I G N T O
D E A L W I T H T H E B A D S C O R E S ,
A N D L E V E R A G E T H E G O O D
Users with lowest NPS
In real time pop
up chatbot
offering support,
or directing
them to the
answers
Ask them to
create a
review for you
on any site!
Now you have
a process of
getting
reviews from
your best
customers.
Use data from other
tool to identify user
while they are in the
app
Users with Higher NPS
Use data from other
tool to identify user
while they are in the
app
@msweezey
29. DATA GETS BIGGER
AND MORE COMPLEX
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
30. 45DATA SOURCES
BY 2025
THE FUTURE IS
MORE DATA
Brands plan to be using 15 data
sources on average in 2019.
At current growth rates it is easy to
see the average brand using close
to 45 data sources by 2025.
Source: Salesforce State of Marketing 2018
31. With 15 data sources, and
dozens of tools marketers
will be facing an
IDENTITY CRISIS.
Not their own, rather keeping up with a
single individual across the tools,
channels, and data sets.
32. Benchmarking Data
Which tools are being used by high performers, and at what
rate is the industry adopting these technologies.
Source: Salesforce State of Marketing 2018 Under Performers
Middle Performers
High Performers
20172018Currently Use Plan To Use HP VS UP Difference
33. Marketing
Automation
DMP CDP CRM
Internally Focused – tracks a
persons engagement with
marketing assets. Website,
email, social.
BOTH- tracks 2nd and 3rd party
data providing more color
into website visitors.
Connects users across
browsers.
Internally focused – a
marketer-managed system
that creates a persistent,
unified customer database
that is accessible to other
systems.
Internally Focused – keeps track
of your leads, prospects,
customers and manages your
relationship with them.
Combines data with a layer
of automation to create real
time direct marketing and
sales programs.
Used to direct advertising
programs, show larger
trends. No PII is shared.
Used to direct marketing
programs and show full
customer journey. Knows the
person via PII.
Used to direct business
operations. The person is
known via PII.
Only tracks known assets Tracks both known and
unknown
Tracks both known and
unknown
Can only track Known assets
Defined Data types – must
have email address, name,
and cookie
Undefined data types – able
to handle unstructured data
and use machine learning to
connect it together
Undefined data types – able
to handle unstructured data
and use machine learning to
connect it together
Defined Data types – must have
email address, name, and
cookie
35. If Data is the Oil, then AI is
the refinery.
“
”
36. HIGH PERFOMERS
LEVERAGE AI MORE
@msweezey
Total use of AI reached 29%,
a 40% increase from 2017.
Still that is not evenly
distributed as High Performers
are 2.7X more likely to use AI.
40%YOY Growth in use of
AI by all marketers
37. • One Off Tools
• Large investment
• Solving Big Problems
• Usage Low
• Add on to Existing Tools
• Easily added on to
existing products
• Significant Returns
• Used to solve tactical
problems
• Adopted by 30%
• Baked In To All Solutions
• AI fades into the
background
• Becomes digital assistant
• Brands can’t compete
with out it
EARLY
STAGE
CURRENT
STAGE
FUTURE
STAGE
ARTIFICIAL INTELLIGENCE MATURITY
PATH
2012
2019
2025
38. FORMS WILL BECOME A
THING OF THE PAST
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
39. DATA + C H AT B O T
#1 sources of qualified opportunities for
Segment.io.
5X Increase in engagement
2X Increase in conversations
@msweezey
42. 38% of all shoppers have
used voice for purchasing,
searching, or checking prices
in the past three months
@msweezey
Source: State of the Connected Customer 2018
43. 72%OF CONSUMERS
USING VOICE
DO SO DAILY
VOICE
BECOMES
DAILY HABIT
THIS TREND WILL ONLY
INCREASE IN THE
FUTURE
Source: Google Think
47. P E R S O N A L I Z E D : TA K E S O N A
E X T E N D E D M E A N I N G
1 ) H O W W E L L YO U C A N
P E R S O N L I Z E T H E C O N T E N T
2 ) H O W P E R S O N A L LY YO U C A N
D E L I V E R I T.
@msweezey
48. ORDER COMES IN
CONNECT ORDER TO REP
WHO SPECALIZES IN THAT
FIELD
SCHEDULE TASK FOR
REP FOR REACH OUT
@msweezey
49. • EXPECT TO DRIVE $100 MILLION IN SALES VIA THIS
PROGRAM
• ONE GEARHEAD CAN MANAGE 10,000 RELATIONSHIP
WITH CUSTOMERS IF THEY HAVE THE TECHNOLOGY
• INCREASED THE LIFETIME VALUE OF THOSE
CUSTOMERS 40% OVER THOSE NOT ENGAGED WITH
THE PROGRAM, AND IT HAS INCREASED ORDERING
BEHAVIOR BY 105%.
• MY GEARHEAD IS WELSEY!
@msweezey
50. THE FASTER FISH
CREATES GREATER
DEMAND
@msweezey
T H E F U T U R E I S A L S O A B O U T
T H E W A Y W E W O R K
51. @msweezey
“In the new world, it is not the
big fish which eats the small fish,
it’s the fast fish which eats the
slow fish.”
Klaus Schwab, Founder and Executive Chairman of the
World Economic Forum
52. A G I L E = T H E M O D E R N
P R O D U C T I O N M E T H O D
@msweezey
@msweezey
53. 10X
MORE LIKELY TO USE
AGILE METHODS
HIGH PERFORMERS
USE AGILE METHODS
High performers just don’t use new
tactics, they build and operate in a
different way. They are able to do
more, with less effort, and obtain
higher results via agile.
Source: Salesforce State of Marketing 2017
54. 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
@msweezey
55. 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
@msweezey
57. 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 F O U N D B E T T E R ?
@msweezey
58. THIS ALL COSTS
A LOT MORE MONEY
O U R M E T H O D S M U S T B E I N C O R D I A T I O N W I T H
@msweezey
59. 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
60. 5 PIECES OF CONTENT TO PUT
ON YOUR BOSSES DESK
STRETCH BUDGET BASICS
1. NEGOTIATE UP FRONT– Stretch budgets are
negotiated up front, just like a line of credit.
2. DOUBLE DOWN – They allow you to double down on
great ideas, proving out new tactics and channels.
3. INSTANTLY ACCESSIBLE – You have instant
access to them because they were pre-negotiated.
61. Normal Goal: 200
Stretch Goal (2x): 400
Stretch budget opened: $5K
If you hit your stretch goal, you can access a part of stretch
budget with out question. Allowing you to double down on
the marketing tactic that got you a big win.
Example
62. If your total stretch budget is 10k only take a portion of it
at time. Maybe only 2k, so you can repeat this 5 times
over a budgeting cycle.
DON’T USE IT
ALL AT ONCE
64. Source: Salesforce State of Marketing
2017
High performers were 17X more
likely to be considered excellent at
collaboration across the entire
customer lifecycle
17X
HIGH PERFORMERS COLLABORATE
ACROSS THE BUSINESS
BETTER AT
COLLABORATING
ACROSS THE BUSINESS
65. The consumer is no longer in charge. The
AI is. If you are not contextual to the
moment you will not be let through.
@msweezey
67. 45DATA SOURCES
BY 2025
THE FUTURE IS
MORE DATA
Brands plan to be using 15 data
sources on average in 2019.
At current growth rates it is easy to
see the average brand using close
to 45 data sources by 2025.
Source: Salesforce State of Marketing 2018