Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.

1. Deriving
Intelligence
From buyers actions
A presentation for Data Marketing 2015

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3. @msweezey
This presentation will be covering a lot of slides in a very
short amount of time. If you would like to follow along on
your device please find my slides posted to twitter under
@msweezey.
• Mathew Sweezey (only one “T”)
• Principal of Marketing Insights for Salesforce
• Author of “Marketing Automation for
Dummies”
• Writer for Clickz.com

4. What is the biggest problem
marketers face?
#1 New Business Development
We asked 5000 B2B and B2C marketers this question:
They said: (http://www.salesforce.com/research)
Q
A #2 Quality of leads
#3 Keeping up with trends

5. What is the biggest problem
marketers face?
We asked 5000 B2B and B2C marketers this question:
Q
A
How do we drive business amidst
an entirely new consumer
landscape?

6. A Dynamic and predicative
engagements across all channels.
This answer presents a major set of problems for
you. Predictive and dynamic content is only as
good as your content, and what you are able to
derive from engagement with it. If you can not
decipher what a consumer desires you can’t fulfill
their desire no matter what buzz word you use!
P

7. Empower
Buyers
They have the power
And they know
How to use it.
There is more computing
power used in a single Google
search than all of NASA had in
1969 to land a man on the
moon.
-Google research team

8. Needs Change
With Mobility
More people in the world have access
to a mobile phone than have access to
clean drinking water or electricity.
They use it to fulfill human needs.
Instant access to consumer generated
content fulfills a human desire of
belonging.
The Noise you create does not have any place in Maslow’s
hierarchy of needs. Yet, consumer generated content does.

9. Limitless Media
Is very different
This is over 12 hours per day, across
multiple screens. Tangling up work life,
personal life, and everything else together.

10. “A” or “B”
How do you manage your email in box?

11. “We now disqualify
before we qualify”
We are faced with so much content we now disqualify content before we
even begin to qualify it. This is a technique we learned on our own
(heuristic) and use it as the standard way we now filter large sets of
data.

12. Our systems
Don’t work
For every 100 leads an aveerage
company generates they close .7 of them
into actual business.
1.5
Forester estimates for every
100 leads a B2B company
generates, best in class only
converts 1.5 into revenue.

13. Content product is the largest single item in a marketing
budget at 16% of the total budget. This is a result of the
modern buyer and the marketer owing 80% of the sales
cycle by 2020.
Massive
Inefficiencies
Of content a
business creates
never gets utilized.70% - Sirius Decisions

14. In their 1993 books “The One to One Future”, Peppers
and Rogers state outline the fundamentals of the future
of marketing in a personalized way. This book is a must
read! PHOTO: Their acceptance into the DMA hall of fame
One to One
Marketing
“We must operate in realities not
abstractions of reality” –Peppers & Rogers

15. To derive intelligence
we must understand
new techniques.
Now it’s time to go over the ways in which you can
deduce what the customers are actually thinking and use
this to provide a true one to one experience across any
channel, or device.

16. Stage Based Theory
01
Content must be made relevant to the buyer at
the stage of the lifecycle they are in. This is
extremely important for both you and them.

17. Have you ever been disappointed
by content you’ve engaged with
from a brand?
71% of them said, “YES”.
We asked 400 B2B buyers the following questions:
Survey says:
Q
A hWp://www.clickz.com/clickz/column/2349580/71-­‐percent-­‐of-­‐buyers-­‐have-­‐been-­‐
disappointed-­‐by-­‐content#

18. How did the negative experience
affect your relationship?
25% said they never would
engage with the brand again.
We asked those buyers a follow up question:
Survey says:
Q
A hWp://www.clickz.com/clickz/column/2349580/71-­‐percent-­‐of-­‐buyers-­‐have-­‐been-­‐
disappointed-­‐by-­‐content#

19. My First
White Paper
I wrote my first White Paper in 2007. spent 3
weeks writing a white paper. I tried to answer all
buyer questions at once. Create the pain, make
you want to solve the pain, and why you should
buy from us.

20. “A” or “B”
How do you down load data?

21. “We batch research”

22. Daily content consumption. Usually is Learn,
and Escape. Happens across all media channels.
How we engage with Research content.
Batch Research Defined
Read
this:
hWp://www.clickz.com/clickz/column/2285540/new-­‐research-­‐defines-­‐buyers-­‐journey-­‐
to-­‐3-­‐steps

23. Break it into
buyer stages
If you break your white papers up into buyers stages
then your white paper is more likely to appeal to a
person in a specific stage, it will also then tell you
which stage the buyer is in via “Self Selection”.

24. How to map
Your stages
This data is based on aggregate
consumer research. The only way to
determine what your buyers need
and want is to ask them.

25. Desirable Content
02
The human desire has shifted over
time, yet our marketing practices are
still based on the idea of mass
publication is valuable to consumers.
We must re learn what consumers
desire, and what creates a valuable
relationship for them.

26. Nobody Ever Said
“I want content”They decide engage with content to
solve goals, they engage with it because
it aligns with their purpose
The worlds best media brands are failing. BBC laid of 500
reporters last year. Gigaom the $22 million dollar backed
media brand, who pioneered blogging closed it’s doors after
8 years in 2015. We need to be relationship brands.
Media
Brands?

27. Building relationships with
consumers inner desires is what we
should be focused on
Edward Bernay’s created Public
Relations after learning from his
uncle Sigmund Freud the power of
the unconscious mind. He create a
new form of strategic marketing
which built relationships between
products and consumers inner
desires.
Relationships focus
on Human Desire

28. Experiences
Are Made of
“Content”
Wrote
“Permission
Based
Marke4ng”
in
1999.
The
forward
to
this
book
was
Don
Peppers
who
co-­‐authored
“The
One
to
One
Future”
wriWen
in
1993.
Yet,
most
of
us
just
see
“Content”
as
something
we
create
and
mass
distribute.
“Our job is to connect with people,
and leave them better off than when
we found them”
- Seth Godin

29. More is not
influential
There is no correlation between publishing more often and
influence the content has with in a persons life, or with the
relationship you have with the consumer. The idea of more
content is better is a total red herring.

30. “Consumers want
honest and
authentic
experiences”
-Joseph Pine II
Author of the Experience
Economy, Authenticity, & Infinite
Possibilities

31. “Consumers want honest and
authentic experiences”
-Joseph Pine II
Author of the Experience Economy, Authenticity, & Infinite Possibilities

32. Path to
Purpose
Google research done in 2013 proves it is no longer a linear
journey to purchase, but rather helping consumers meet their
purpose. When you do you increase purchases by 42%.
Honest
experiences
help
them
fulfill
their
inner
desires,
and
discover
their
purpose.

33. Content is
contextual to the
moment………

34. Fight
Boredom
PEW research found that 51% of the time a CEO picks up their
mobile device because they are BORED. We use the internet to
fight boredom. This is the purpose at that time. It can lead to
other things via passive discovery.

35. Escape !People wanting to escape will lean on self discover and
social channels. They are looking to escape their work, life,
job, and take a short break. No barring on sales readiness.
However the escape must be an honest, escape. It can not
be contrived by a business, but must be found by the
person.

37. Read this article for more on creating humor in your content: http://
www.clickz.com/clickz/column/2389218/create-better-content-via-humor
Kronos Case Study
Kronos, a workforce
management software
company, uses a weekly
comic to engage with their
audience. Their comics are
consistently shared on
LinkedIn two to 10x more
than their corporate blog
posts.

38. Discover
Things
The top 5 websites in the world are all “Search
Engines”. We use search engines to discover things,
but actively and passively.

39. Discover!Discovery is one of the greatest gifts of the internet. We
have both passive and active discovery modes.
Active Discovery: Direct searches on the internet
Passive Discovery: When you scroll down in Facebook

40. Self
Discovery
The highest form of value the internet provides
to a human is self discovery. The instant nature
to find what ever, and fulfill any purpose or
desire instantly.
“Mass
Publishing
is
the
lowest
form
of
value
the
internet
provides”
-­‐David
Weinberger
(
Co-­‐author
of
Cluetrain
Manifesto)

41. Active
Discovery
Anytime you do a search you are engaging in “Active
Discovery” This is when you are looking, seeking, or
wanting to find a specific item. “Amazon.com strives to be
the e-commerce destination where consumers can find and discover
anything they want to buy online.” – Jeff Bezos

42. Passive
Discovery
There is value in helping people discover
things. Amazon hires 473 “Data Scientists” to
study their conversions, and it’s effect on the
customer relationship. If they do something
look at why.

43. Presence!Is the content which consumers create about themselves to
validate the mediated self they are projecting. Simply
engaging with this is fulfilling their purpose, and is
helpful, and does not require you to create more content.

44. Mediated
Self
On average we have 7.4 social channels and project a
different self on each one. The value to us is in expressing our
being, and having that desire validate by others. The Power
of a Like!

45. “When you see people voting up your
answer or adding their own replies in real
time it makes you realize there’s a good
group of people reading your stuff. I don’t
get that immediate rush on my blog”
-Robert Scoble,
Futurist and Social Media icon
“
“

46. Modern Media
Releases
Dopamine
Causing positive relationships, and a
Pavlovian response to engagement.
The
New
York
Times,
called
Dopamine
“The
Molecule
for
Mo;va;on”
in
their
2009
ar4cle
on
neuroscience.
hWp://
www.ny4mes.com/2009/10/27/science/27angier.html?_r=0

47. System of Relevance
03
Building a system of relevance is the only way to scale
personal relationships and create desirable experiences at
scale required across infinite channels.

48. Single View
Of Customer
Buyers become highly fragmented beings across multiple channels.
They are always connected, and always on. The only way to reach
them is to know more about them, and understand what it takes to
really be relevant to the modern buyer.
You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver4cal.
Behavioral Data
You
no
longer
compete
with
those
in
your
own
industry,
but
rather
the
best
of
those
fields.
Consumer
are
now
comparing
all
experiences
against
each
other
rather
than
against
their
ver4cal.
Psychographic Data
Also
combine
with
all
other
internal
data,
created
in
a
CRM.
Internal CRM Data

49. Bi-Directional
Value
The value you create with dynamic systems provides heightened value to
the buyer but also allows you use this data for dynamic and predictive
personalization. Facilitating both passive, and active discovery creating
value for both consumer and producer.

50. This Is the old way of thinking about conversion.
How do we make content, and drive people to it.
Now we take a new approach with dynamic
journeys.
Static Experiences
Follow Historical
Logic. Stop it!

51. Companies using predicative content on
average are seeing an increase in revenue
by 15% because it help facilitate
discovery, and fulfills modern desire.
Predictive Content
Dynamic content suggests
the best next piece of
content given set algorithms
of most likely engagement.
Owned Experiences
Creating customized
experiences also needs to
happen both on your
website and via the email
content.
+15%
Revenue

52. Modern buyers will not respond to forced campaigns, and value self discover above all
things. Creating a relationship able to support self discovery through out the buying
cycle is the only way to drive demand in the future. Customer intelligence is a
combination of both observed, asked, and inferred things dynamically put together
providing the best experience possible.
Conclusion:
1) Experiences must be relevant to the moment.
2) Moments reveal themselves though both action and data.
3) You must have a system in place to execute in the moment.
4) You will not know if you do not ask.

53. Thank you
Mathew
Sweezey
Principal
of
Marke4ng
Insights,
Salesforce
msweezey@salesforce.com
@msweezey