Mathew Sweezey, The New Rule Book for Context-Based Marketing – InnovaBuzz 396

Mathew Sweezey

Mathew Sweezey, The Context Marketing Revolution

In this episode, I’m really excited to have as my guest, Mathew Sweezey, the Director of Market Strategy at Salesforce, where he works on the Future of Marketing and delivers that vision to some of the biggest brands in the world like Harley Davidson, Boeing, Shell, and Home Depot.

Mat is considered a pioneer of the marketing automation space and regarded as one of the top minds on the future of Marketing. He is the author of The Context Marketing Revolution and Marketing Automation for Dummies. He also hosted the award-winning mini-series, The Electronic Propaganda Society.

In our discussion, Mat talked to me about:

  • Marketing is a game based on rules and the rules are changing – we are now in an infinite media environment
  • How the environment we operate in dictates our behaviour
  • The new rule book for context-based marketing: Engage your audience with a vision, then Market-Sell-Build-Market

Mark Schaefer in episode 324 introduced us to Mathew.

Listen to the podcast to find out more.

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Co-creation should happen at every moment of the customer journey. When you work with your marketplace to do things, you can breakthrough new ways and decimate industries. @MSweezey on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Mathew Sweezey, Author of The Context Marketing Revolution

Key points and takeaways from this episode include:

  • The media environment dictates human behaviour. 
  • The role of marketing is to drive motivation in a human. 
  • Marketing is a game. It’s a game that we play and the rules are set based on the environment that we operate in.
  • The idea of “there is no such thing as bad press”, only worked in the era of limited media.
  • We are now in an infinite media environment, where there are different ways that humans make decisions, and the notion of being top of mind no longer makes sense. We need to have a new definition of marketing that is attuned to the new media environment.
  • Context is not just about taking something and making it contextual. It is also thinking about the context of the moment that individuals find themselves in and how to get in context with those moments.
  • What we perceive as trust is totally different. People have new ways to trust, and if you’re not aware of those as a brand and you’re not focused on those things, then you won’t be in context with those moments.
  • Ideas such as “the right message, the right person, and the right time”, no longer work. Even if you put the right message in front of the right person at the exact moment that they are asking a question, it still does not guarantee success. It’s not about what message can you put in the right place. It’s how you work with the marketplace to provide value for that individual at that moment.
  • Work with your marketplace to create experiences. Co-creation should happen at every moment of the customer journey. When you work with your marketplace to do things, you can breakthrough new ways and decimate industries.
  • The number one key trait of high-performing marketing organisations is having their full executive buying into the new idea marketing. 
  • Marketing is not a byproduct of production. It is not a silo department who creates messages. Marketing is the owner and sustainer of all experiences across the customer journey.
  • It doesn’t matter what marketplace you are in. You just have to realise that your marketplace isn’t what it once was. 
  • Work WITH the marketplace, and not ON the marketplace. That is where the power lies.
  • Marketing is the language of creating and sustaining experiences.
  • There are happy customers that leave all the time. There are unhappy customers with bad experiences that stay. The difference is the outcome they receive. 
  • The power of experience is unequivocally the future of what we must do. However, an experience that doesn’t lead people to their desired outcome means nothing, because it doesn’t get them to where they want to go.
  • One of the key metrics of outcome-based focus is time to value or the time you spend to quickly get an individual to the goal that they want to achieve. 
  • Everyone in the organisation should focus on orchestrating outcomes. Everyone should own any key outcome that a customer desires. When you have the ability to deliver outcomes efficiently, it enables you to market in a different way.
  • Experiences matter. Experiences are the method. The outcome is the goal. Time to value is the metric. Experiences matter but an experience that doesn’t lead to the desired outcome doesn’t.
  • If you want to be customer-centric, you have to be focused on the outcomes. You inherently become extremely customer-centric when you focus and orchestrate around your customer’s actual needs and desires.
  • Half the goal of marketing is building the demand for the product. It is not just testing the idea. It is building and driving demand. The demand is inherently built into the final product when you co-create.
  • Consumers are the largest creators of content on the planet. 
  • Humans have become so attuned to marketing crap that we can identify a marketing email in a fraction of a second. We are trained to recognise what is human versus what is not human. 
  • It’s not about how pretty your email is. It’s about how effective it is.
  • Authenticity is not about prettiness. It’s about genuineness.
Marketing is not a byproduct of production. It is not a silo department who creates messages. Marketing is the owner and sustainer of all experiences across the customer journey. @MSweezey on #InnovaBuzz podcast Click To Tweet

The Buzz – Our Innovation Round

Here are Mathew’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Embrace the notion of facilitation. Getting to ideas is a process. The key to innovation is working with the marketplace and bringing in more diverse opinions and ideas. It is not just having brilliant person. It is having to a find an efficient process.
  2. Best thing for new ideas – Having lots of mentors and exposing myself to more diverse ideas and opinions.
  3. Favourite tool for innovation – RSS reader, Feedly. 
  4. Keep project/client on track – Good communication and agile methods. Have an agenda for the meeting and be diligent with the time. 
  5. Differentiate – Marketing is specific to you and your marketplace. Every brand is in a different position and in a different market. Work with your marketplace. Understand your audience extremely well and work with them extremely well. Just be human because the most human company wins.

To Be a Leader

Challenge everything. Challenge your assumptions and ideas and see if there are new and better ways to do those things moving forward.

Reach Out

You can reach out and thank Mathew through his website and on Twitter.

Links

Books

Cool Things About Mathew

  • He’s an avid surfer, climber, snowboarder, and mountain biker.
  • He had the distinct privilege of working alongside Peter Schwartz, world-renowned futurist, and author of The Art of the Long View.
  • He studied Agribusiness with an emphasis on Advertising and Marketing of Agricultural Commodities at the University of Georgia.
Experiences matter but an experience that doesn't lead to the desired outcome doesn't. @MSweezey on #InnovaBuzz podcast Click To Tweet

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Jürgen Strauss

Dr. Jürgen Strauss is a transformational marketing strategist, podcaster, speaker, the chief innovator and founder of Innovabiz who partner with innovative, exceptional business coaches and consultants to enable you to build visibility, professional credibility and a deep connection with your ideal, dream clients, so that you will achieve growth and be able to make a difference to more ideal clients. Jürgen's mantra is Let's Make Marketing Human again. He believes that marketing is the art and science of creating and sustaining exceptional, remarkable customer experiences and relationships. You can find Jürgen on LinkedIn, as well as on Innovabiz' Twitter, Facebook, The InnovaBuzz Podcast, The Tales of Marketing Transformation Show and his personal Photography website.

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