Marketing is Dead. Build a Foundation. Ignore the Hype.

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

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@KYLEPLACY #STATEOFSEARCH
CHECK OUT
LABS.OPENVIEWPARTNERS.COM
FOR WEEKLY CONTENT ON SCALING
COMPANIES

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TRENDS VS REALITY

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Louis CK Video

66
WTH IS HAPPENING?

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MOBILITY COMPLETELY
CHANGED THE GAME
CURRENT DISRUPTION

9
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

1010

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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

2323
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

4141

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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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http://www.typeform.com

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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

82
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

85HOW DOES MARKETING EFFICIENTLY MANAGE
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

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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

9292
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.

94
CHECK OUT
LABS.OPENVIEWPARTNERS.COM
FOR WEEKLY CONTENT ON SCALING
COMPANIES

Marketing is Dead. Build a Foundation. Ignore the Hype.

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Marketing is Dead. Build a Foundation. Ignore the Hype.