#H2H 12: Why Context is More Important Than Relevance & Redefining Noise w/ Mathew Sweezey

WEBVTT 1 00:00:05.519 --> 00:00:10.230 Welcome to the bet be growth show, the human to human segment. I 2 00:00:10.310 --> 00:00:16.309 am Carlos Hidalgo, author of the on American dream and driving demand and also 3 00:00:16.469 --> 00:00:21.579 your host for this human to humans segment. Today I'm excited to have my 4 00:00:21.780 --> 00:00:27.579 good friend, one of the smartest people I know in Bob Marketing, accomplished 5 00:00:27.579 --> 00:00:30.739 author, and I could go on and on, but I'm going to let 6 00:00:30.780 --> 00:00:35.380 him fill in the blanks for us. Matthew Sweezy, thank you for joining 7 00:00:35.460 --> 00:00:39.450 us on the Bob Growth Human to human segment. Tell us a little bit 8 00:00:39.450 --> 00:00:42.810 about who you are and then still going to be here. Carlos, thanks 9 00:00:42.810 --> 00:00:47.090 for having me. So I am director of market strategy at a little company 10 00:00:47.130 --> 00:00:51.920 called sales force and I focus on the future of marketing. So I own 11 00:00:51.960 --> 00:00:55.799 that Pov for the organization. As point of view, do a lot of 12 00:00:55.880 --> 00:01:00.399 writing and research, working with large strategy companies as kind of a bomb park 13 00:01:00.520 --> 00:01:03.120 of what I've got going on. And then, you know, I said, 14 00:01:03.159 --> 00:01:06.989 I write and have got that new book coming out from Harvard Business two, 15 00:01:07.030 --> 00:01:11.790 context marketing revolution, launching on the twenty four. Well, congratulations to 16 00:01:11.909 --> 00:01:15.069 you. I know what it is to to write a book. It's nothing 17 00:01:15.109 --> 00:01:19.739 easy. Lots of research. I know for this one particular, if I'm 18 00:01:19.739 --> 00:01:23.739 right, you've been working on this for four years. Correct. Yeah, 19 00:01:23.859 --> 00:01:26.980 four years. It's a long time. Well, it is a long time, 20 00:01:26.099 --> 00:01:30.099 and especially as you talked about the future of marketing. If I think 21 00:01:30.140 --> 00:01:36.969 about four years ago to now, right launch, I mean the future of 22 00:01:37.090 --> 00:01:42.209 marketing, I mean it's be to be marketing, especially has changed so rapidly 23 00:01:42.489 --> 00:01:45.930 consumer marketing. I mean four years ago we're we even talking about things like 24 00:01:45.969 --> 00:01:49.319 ai and machine learning. I think if you were, people are kind of 25 00:01:49.359 --> 00:01:53.879 giving you the suspect look. So I love the book. I love the 26 00:01:53.079 --> 00:01:59.879 context marketing revolution. You and I have spoken about this off air and multiple 27 00:01:59.959 --> 00:02:02.909 times. So give us kind of give me an overview of what what is 28 00:02:02.989 --> 00:02:07.989 the book? When you say context marketing revolution, and then I am curious, 29 00:02:07.030 --> 00:02:09.750 like how did you keep up with the future of marketing over four years? 30 00:02:09.789 --> 00:02:15.110 Yes, so let's at the first one. So what is the context 31 00:02:15.349 --> 00:02:20.419 marketing revolution? So we talked about change, and changes is rapid, but 32 00:02:20.500 --> 00:02:23.099 I think one of the big things that we've missed is we see change in 33 00:02:23.259 --> 00:02:28.900 an innerative stance. Right, we see, how does this ai essentially improve 34 00:02:29.099 --> 00:02:32.409 the things that I've been doing before. How does this new technology improve the 35 00:02:32.569 --> 00:02:37.610 things I've been doing? And in all of those scenarios we leave the underlying 36 00:02:37.650 --> 00:02:42.129 question of what was I doing alone, and don't question is that even the 37 00:02:42.169 --> 00:02:45.479 right thing to be doing moving forward. And so that's really kind of the 38 00:02:45.639 --> 00:02:49.800 underpinning of this entire book, is proving out that we entered a new media 39 00:02:49.840 --> 00:02:54.360 era and in that media era, essentially the new foundation is context. All 40 00:02:54.639 --> 00:02:59.909 digital channel also operate for contacts. The consumers demand that we do meet them 41 00:02:59.949 --> 00:03:04.870 in context. And then that shifts exactly what the definition, role and function 42 00:03:04.949 --> 00:03:07.909 of marketing then must be. And then that research that we've done so over 43 00:03:07.990 --> 00:03:10.349 the past, so this will be the fifth year we've run the state of 44 00:03:10.430 --> 00:03:15.539 marketing research reporting and total it's about Twentyzero brilliants across every port. Great report, 45 00:03:15.580 --> 00:03:19.819 by the way. Thank you. What we found is the number one 46 00:03:19.819 --> 00:03:24.620 key trait of high performing marketing organizations is executive buy into a new idea of 47 00:03:24.780 --> 00:03:29.810 marketing by and that aligns exactly with what we're talking about. That's for the 48 00:03:29.849 --> 00:03:32.810 word revolution comes in, because this isn't just a new marketing idea and saying 49 00:03:32.849 --> 00:03:37.969 how do we apply context to my old idea of marketing. It Says No, 50 00:03:38.449 --> 00:03:42.360 we operating a new media environment and that affects all things. That means 51 00:03:42.439 --> 00:03:45.759 we have to have a new concept of how we reach the consumer, because 52 00:03:45.800 --> 00:03:50.240 the consumer operates in different ways and demands different things. And then this is 53 00:03:50.319 --> 00:03:53.879 not a simple iteration of old ideas. This is a revolutionary new concept for 54 00:03:53.919 --> 00:03:57.750 a new period of time. So that's just kind of a ballpark. You 55 00:03:57.830 --> 00:04:00.550 know, of what the books about and then dives into you know, how 56 00:04:00.590 --> 00:04:03.030 do you create context in any given moment, how you transform this idea of 57 00:04:03.110 --> 00:04:08.270 marketing inside your organization? Just really kind of what it's about. So I'm 58 00:04:08.270 --> 00:04:11.219 going to pause there and then we can go back to the other question. 59 00:04:11.259 --> 00:04:14.020 Yeah, we'll get to the other question here in a minute, but I 60 00:04:14.460 --> 00:04:18.459 wrote something down here because I love the fact that you use the word context 61 00:04:18.899 --> 00:04:25.129 and if and I've been one who's promoted this idea, especially with content, 62 00:04:25.610 --> 00:04:29.490 and you talk about the fact that all of us now our content creators and 63 00:04:29.569 --> 00:04:33.490 if you have a lengthdin profile, you can create content on a daytoday basis, 64 00:04:33.569 --> 00:04:36.810 if not power by our and I've talked to and I've used the word 65 00:04:36.850 --> 00:04:41.360 and a lot of people use the word relevant. So in your mind and 66 00:04:41.560 --> 00:04:46.360 then your research. Is there a difference between context and relevance? Yes, 67 00:04:46.560 --> 00:04:49.639 major difference. So let's define context really quickly. Some contexts, and this 68 00:04:49.839 --> 00:04:53.750 idea has been around for a while. If you Google context marketing, will 69 00:04:53.750 --> 00:04:58.910 find articles from like two thousand and twelve, which essentially our programmatic advertising, 70 00:04:59.350 --> 00:05:01.029 you know, place as essentially, you know let's used to have that. 71 00:05:01.110 --> 00:05:03.589 We know to put the right message in front of the right person at the 72 00:05:03.629 --> 00:05:08.740 right time. That's essentially an iteration on things that we've always known and thought 73 00:05:08.779 --> 00:05:12.860 we're good right. Let's just make sure that we have better hyperpersonalization of our 74 00:05:12.899 --> 00:05:16.899 messages. The fundamental aspect of that is if you apply relevancy to that, 75 00:05:16.980 --> 00:05:20.259 it's still an iteration. It still says all we need to do is be 76 00:05:20.490 --> 00:05:25.329 more relevant in our messaging and that's what will drive more demand for our product. 77 00:05:25.689 --> 00:05:30.769 And the reality is that's the revolutionary part is marketing must transcend from the 78 00:05:30.850 --> 00:05:34.569 department that creates messages to the owners and sustainers of all experiences across the customer 79 00:05:34.610 --> 00:05:39.720 journey. That's a revolutionary concept, right. That moves marketing out of a 80 00:05:39.800 --> 00:05:43.319 siloid department, that makes them a part of everyone's job. We end up 81 00:05:43.360 --> 00:05:46.399 with distributed marketing across the organization, with citizen marketers, and we start looking 82 00:05:46.399 --> 00:05:51.189 at the future. So context is essentially helping a person achieve their goal. 83 00:05:51.269 --> 00:05:56.189 At the mole it relevancy is how do I take a message and make it 84 00:05:56.310 --> 00:06:00.709 relevant to an individual, where context is how do I understand their problem and 85 00:06:00.870 --> 00:06:03.269 helps them solve it. Yeah, I like that. I like that differentiation 86 00:06:03.339 --> 00:06:10.699 a lot. So you said something that talking about the experience across the journey. 87 00:06:11.100 --> 00:06:15.420 I'm a bit Tob Marketer for pretty much my entire adult life. Over 88 00:06:15.500 --> 00:06:19.529 the last number of years I've put a lot of my time and energy into 89 00:06:19.730 --> 00:06:25.889 this idea of experience. I do agree that marketing is in the prime position 90 00:06:26.529 --> 00:06:30.730 to own that experience, but I'll tell you what I see in organizations when 91 00:06:30.730 --> 00:06:33.439 I talk to CMOS, as they say, yeah, we've been tasked with 92 00:06:33.720 --> 00:06:39.839 this, but we've not really been given the authority to impact other parts of 93 00:06:39.879 --> 00:06:44.399 the organization. So what do you say to somebody who's seeing that and saying 94 00:06:45.000 --> 00:06:51.029 customer experience starts long before someone buys something and it impacts brand and impacts audience 95 00:06:51.149 --> 00:06:57.189 engagement all the way through to product delivery to customer advocacy, but I only 96 00:06:57.230 --> 00:07:00.029 own a portion of that. What is that marketer to do? Well, 97 00:07:00.110 --> 00:07:02.860 first off, they two haven't solved the number one problem yet. Write. 98 00:07:02.899 --> 00:07:06.500 The number one problem is executive buy into a new idea of marketing. When 99 00:07:06.660 --> 00:07:11.779 the chief experience, the chief executive off their CEO, understands that, they 100 00:07:11.860 --> 00:07:15.290 understand the basic, you know line we've always understood from business. If it's 101 00:07:15.329 --> 00:07:19.490 not measured, it can't be managed or improved. If customer experience is not 102 00:07:19.889 --> 00:07:24.209 it under a central executive. You can call that the chief experience officer, 103 00:07:24.290 --> 00:07:27.970 you can call that the chief growth officer, doesn't matter. Their role is 104 00:07:28.050 --> 00:07:31.759 to essentially sit on top of all Pilo departments across the organization and ensure that 105 00:07:31.920 --> 00:07:38.639 every experience is consistent and connected in contextual and if you don't have that executive 106 00:07:39.000 --> 00:07:43.839 then you find yourselves in these problems where how is one executive of one silo 107 00:07:44.000 --> 00:07:47.310 branch going to influence another executive of another branch? They have different goals, 108 00:07:47.790 --> 00:07:53.389 they have different measures, and so until we elevate experience to a new executive 109 00:07:53.389 --> 00:07:57.389 position and put it over all of what we would call traditional silos marketing, 110 00:07:57.629 --> 00:08:01.819 product, service support, it's not going to happen. Yeah, I agree 111 00:08:01.860 --> 00:08:05.500 with that. Here's the RUB now, I'm not trying to play devil's advocates, 112 00:08:05.819 --> 00:08:07.860 but now my head is filled with all the discussions I've had over the 113 00:08:07.899 --> 00:08:13.009 last number of years. So many executive still, and I'm just going to 114 00:08:13.089 --> 00:08:18.170 say CEOS, CFOS and even partly see ours, chief revenue officers, have 115 00:08:18.410 --> 00:08:24.649 this old, dated, dare I say Madmen, view of marketing. How 116 00:08:24.769 --> 00:08:28.759 hard? How hard is it? I've given you this money. How come 117 00:08:30.600 --> 00:08:35.080 you know, a quarter later, or even thirty days later, our pipelines 118 00:08:35.240 --> 00:08:39.559 not just flooded. So how does a marketer what steps, in your mind, 119 00:08:39.559 --> 00:08:45.350 or maybe your research showed this, should a marketer take to truly start 120 00:08:45.429 --> 00:08:52.509 to educate and move us from a are a executive ignorance to executive enlightenment? 121 00:08:52.110 --> 00:08:54.389 I mean, that's one of the cool reasons of why I wrote this book 122 00:08:54.740 --> 00:08:58.379 marketers. It's not that we don't know that this is the way forward. 123 00:08:58.500 --> 00:09:03.460 Most of us have a pretty solid understanding that this is the way forward right, 124 00:09:03.620 --> 00:09:05.659 but there's a major problem that we all face, and that's the simple 125 00:09:05.860 --> 00:09:09.649 theory that it's very difficult to be a profit in your own land. It's 126 00:09:09.730 --> 00:09:16.610 very difficult to try to change the underlying organizational structure and go to market strategy 127 00:09:16.809 --> 00:09:20.250 of your organization. Right. When executives change that, it usually comes from 128 00:09:20.450 --> 00:09:26.039 exterior factors. They usually paid some consultant a massive amount of money and now 129 00:09:26.159 --> 00:09:31.279 have a high level of investment in this new theory, or they've seen it 130 00:09:31.480 --> 00:09:35.679 play out from their other business partners or colleagues have told them this is what's 131 00:09:35.679 --> 00:09:39.350 going on, this is how we've done this. Internal change at this level 132 00:09:39.470 --> 00:09:43.789 is very difficult. Hints why I wrote this book to help give you that 133 00:09:43.990 --> 00:09:48.429 third party validation and provide that research. And there's also another book that you 134 00:09:48.470 --> 00:09:50.990 should definitely make sure your executives read, and that's called the experience economy. 135 00:09:52.149 --> 00:09:56.940 So I think those two books and combination would be very impactful and helping your 136 00:09:56.019 --> 00:10:01.539 executive see kind of what they need to be thinking about, why experience is 137 00:10:01.659 --> 00:10:05.419 the highest economic output your firm can produce and then exactly tactically how to put 138 00:10:05.419 --> 00:10:09.009 that in place with the context marking revolution. Yeah, I love that and 139 00:10:09.129 --> 00:10:13.929 I love that you're that is really the goal or the driver behind the book, 140 00:10:15.049 --> 00:10:18.289 because it is something and you you just set at the profit is without 141 00:10:18.330 --> 00:10:22.480 honor and their own land. I go back to when I started my first 142 00:10:22.519 --> 00:10:28.879 agency. cofounded my first agency. My first client was actually the company that 143 00:10:28.960 --> 00:10:33.320 I had just left and they hired me as a consultant and I started to 144 00:10:33.360 --> 00:10:35.200 laugh. I was like, you guys didn't listen to me when I was 145 00:10:35.360 --> 00:10:39.549 here, but now that I'm consultant you want me to come in and help 146 00:10:39.590 --> 00:10:43.750 solve your problem. So you're exactly right. I'm so so back to some 147 00:10:43.909 --> 00:10:46.230 of what the descriptor on the book, which, by the way, you 148 00:10:46.309 --> 00:10:48.909 can get on Amazon or Barnes and noble or and if you're in these stores 149 00:10:48.990 --> 00:10:52.980 and it's in preorder now, highly suggest you go and get it because it's 150 00:10:52.980 --> 00:10:56.379 a fantastic book and, as I said, from from one of the smartest 151 00:10:56.419 --> 00:11:01.340 guys I've ever encountered and the opportunity that I'm matthew. I think we've known 152 00:11:01.340 --> 00:11:05.129 each other for almost half a decade at least. But you know, you 153 00:11:05.289 --> 00:11:11.850 talk about standing out from the noise and we are inundated with media and messages 154 00:11:13.610 --> 00:11:18.000 and emails and everything else. So if I'm a company that's saying hey, 155 00:11:18.080 --> 00:11:22.720 my executives have bought in, the experience economy is rule number one. That's 156 00:11:22.759 --> 00:11:26.480 the way we're going to grow, and I only grow, but but sustain 157 00:11:26.480 --> 00:11:30.159 how do you then say, all right, I'm going to build this, 158 00:11:30.919 --> 00:11:35.029 and then what is the key to not just breaking through the noise but staying 159 00:11:35.070 --> 00:11:39.750 above the noise? I can't believe it's a if you build it, they 160 00:11:39.789 --> 00:11:43.070 will come. Yes, let's store with number one and let's talk about noise, 161 00:11:43.269 --> 00:11:46.950 right. So that was one of the big key factors of this book, 162 00:11:46.139 --> 00:11:52.500 was redefining what noise is, because most brands still assume that noise is 163 00:11:52.620 --> 00:11:56.259 from their competitors and then all they need is better messaging to stand out. 164 00:11:56.620 --> 00:11:58.059 And the reality is, I was able to prove and I said we entered 165 00:11:58.100 --> 00:12:01.929 a new media era. It's the first time in the history of the world 166 00:12:01.970 --> 00:12:05.330 that consumers are now the largest creators of noise in the market place. It's 167 00:12:05.370 --> 00:12:11.330 coming from a different player, it operates in a radically different way and well 168 00:12:11.450 --> 00:12:16.799 as the number two largest creator of noise is actually our connected devices. Right, 169 00:12:16.919 --> 00:12:18.399 think about the notification you're going to get on your phone that says you 170 00:12:18.480 --> 00:12:20.799 need to have it, that you've got a meeting coming up while you're listening 171 00:12:20.799 --> 00:12:24.279 to this, or your fit bit to get you to take ten more steps. 172 00:12:24.759 --> 00:12:28.960 Right, personal media feeds from devices are one of the most motivational forms 173 00:12:30.000 --> 00:12:31.990 of media to ever exist. Just think about the basic fact of it, 174 00:12:33.149 --> 00:12:35.309 that getting you to take five hundred more steps in a day. There is 175 00:12:35.429 --> 00:12:39.909 no messaging campaign on the face of the earth that is ever been that effective. 176 00:12:39.470 --> 00:12:43.070 Right. So we must first off understand noise is different. Once we 177 00:12:43.110 --> 00:12:48.179 understand that's different, we then see the new creative lens as contact, as 178 00:12:48.259 --> 00:12:52.620 helping people accomplish their goal at hand, and then by doing that we break 179 00:12:52.659 --> 00:12:56.059 through. But now the next part comes into, saying how do we then 180 00:12:56.100 --> 00:12:58.809 make sure it's connected and consistent? And that's really where we get into this 181 00:12:58.970 --> 00:13:03.690 idea that we must realize that consumers operate in different ways. Give any different 182 00:13:03.730 --> 00:13:09.289 environments. Right. Anything consideration is now highly considered. Right, simple things 183 00:13:09.330 --> 00:13:13.519 like toothbrushes. So the search term for best to the brush crows in a 184 00:13:13.600 --> 00:13:16.480 hundred percent. You were over a year and that journey lasts seventy seconds and 185 00:13:16.559 --> 00:13:20.919 goes across four websites. Right. This idea that, you know, to 186 00:13:20.080 --> 00:13:24.080 break through we and to motivate, we could just have one single thing be 187 00:13:24.320 --> 00:13:28.429 so good. To your point, right, the idea that the madman era. 188 00:13:28.509 --> 00:13:33.110 We can have one campaign so well, it's going to fill our pipeline. 189 00:13:33.549 --> 00:13:37.549 The reality is it's lots of tiny moments that are connected together, right, 190 00:13:37.710 --> 00:13:41.539 and it's we must own share of journey. By owning share of journey, 191 00:13:41.740 --> 00:13:46.220 we didn't drive and increase demand. And it's understanding what that journey is 192 00:13:46.379 --> 00:13:50.220 and making sure it's connected in consistent it's really kind of the crux of how 193 00:13:50.299 --> 00:13:54.100 we then motivate modern buyers to buy more. Yeah, so thanks for that 194 00:13:54.259 --> 00:14:01.129 explanation. I think your spot on. So what is the impact internally to 195 00:14:01.250 --> 00:14:05.409 a brand or to an organization? Because what you just described as far more, 196 00:14:05.450 --> 00:14:09.529 whether it's a consumer setting or a bit of beast setting, that impacts 197 00:14:09.610 --> 00:14:13.840 far more than just marketing. I mean that's that's a major organizational chift. 198 00:14:13.879 --> 00:14:16.759 Am I wrong? No, you're totally correct this. Let's break this down 199 00:14:16.759 --> 00:14:20.120 into too, two real big things. One is this means when we talk 200 00:14:20.159 --> 00:14:24.039 about revolution, this is one of the revolutionary ideas, is that marketing no 201 00:14:24.200 --> 00:14:28.389 longer is something that you create inside your organization and force out to the world. 202 00:14:28.710 --> 00:14:31.950 It's something that you cocreate with your market place. Right, and just 203 00:14:33.070 --> 00:14:35.990 think about that one basic concept. Right, you're no longer sitting in a 204 00:14:35.029 --> 00:14:39.179 room saying how creative can we be in a brainstorming session? Instead, your 205 00:14:39.299 --> 00:14:41.620 first step is saying, who is our market in this this moment? What 206 00:14:41.700 --> 00:14:45.700 are they thinking, feeling and doing, and how do we create an experience 207 00:14:45.899 --> 00:14:48.980 to help them in that moment? And then to do that, you didn't 208 00:14:48.980 --> 00:14:52.379 work with the market place to actually create that moment. And then look at 209 00:14:52.460 --> 00:14:56.690 any major word we're hearing in the marketing sphere and then think about it. 210 00:14:56.850 --> 00:15:00.370 Right, influence from marketing, advocacy, marketing, right, all of these 211 00:15:00.450 --> 00:15:03.529 ideas are human to human efforts. Right. We need to be able to 212 00:15:03.570 --> 00:15:07.279 connect humans together, and I think that's one of the major pieces of this 213 00:15:07.399 --> 00:15:13.840 book is saying what is the highest level of direct marketing in this infinite media 214 00:15:13.879 --> 00:15:18.200 era, in this post attention world? Well, it's not distribution of content. 215 00:15:18.559 --> 00:15:22.070 That was the highest form of value in a mass media world. In 216 00:15:22.149 --> 00:15:26.990 an infant media world where consumers the largest creators of noise and everyone is instantly 217 00:15:26.029 --> 00:15:30.549 connective. We've got more connections now than ever before. Right, in fact, 218 00:15:30.710 --> 00:15:33.230 thirty times more mobile connections than in two thousand and seven right. So 219 00:15:33.669 --> 00:15:37.539 just think about that. The highest thing that we can be doing is connecting 220 00:15:37.580 --> 00:15:41.779 others together. It's same theory, word of mouth. It just takes place 221 00:15:41.820 --> 00:15:45.659 in a radically different way in the modern era. Oh a hundred percent. 222 00:15:45.779 --> 00:15:48.539 So you just you just hit on something which I'm very passionate and about, 223 00:15:50.289 --> 00:15:54.889 is that human connection. I think consumer brands are starting to get it. 224 00:15:54.970 --> 00:15:58.529 I'm thinking of the apple commercial that ran around the holidays of the the grand 225 00:15:58.570 --> 00:16:03.049 daughters who made the video for their their grandfather about his wife who had passed, 226 00:16:03.210 --> 00:16:07.120 and it was so moving, it was so touching and you're like wow, 227 00:16:07.200 --> 00:16:14.720 they they just brought such a sentimental, beautiful story around an IPAD and 228 00:16:14.840 --> 00:16:18.480 how easy it is. Right. So consumers, yes, are are getting 229 00:16:18.519 --> 00:16:22.629 there. beat at being. Let's take that idea and lets it. Let's 230 00:16:22.629 --> 00:16:25.350 just spend even further and sure be to be right. It works for be 231 00:16:25.470 --> 00:16:27.509 to be as well. Right. Employee advocacy is a simple, easy theory 232 00:16:27.870 --> 00:16:32.549 that any brand must put in place right, just because you do the basic 233 00:16:32.669 --> 00:16:36.940 math right, less than one percent organic reed for any brand. Essentially, 234 00:16:36.940 --> 00:16:40.620 a be to be brand with five people who engage from their brand and human, 235 00:16:40.700 --> 00:16:44.899 human ways can surpass any other be to be brand on social media, 236 00:16:44.980 --> 00:16:48.049 with an average following a Fiftyzero, which is the average B tob size for 237 00:16:48.169 --> 00:16:52.850 social audiences, to thousand people less. Takes five people interacting in the human 238 00:16:52.889 --> 00:16:56.649 to human way, right. And so we start thinking about all the different 239 00:16:56.690 --> 00:16:59.529 ways that we can do this and how we can accomplish these things, and 240 00:16:59.649 --> 00:17:02.360 it solves major problems. Right, when you think about human to human and 241 00:17:02.440 --> 00:17:06.920 different ways. Right, think about how do we create enough content to stay 242 00:17:07.079 --> 00:17:11.000 relevant in the modern market place? Right, it's be to be problem just 243 00:17:11.079 --> 00:17:14.200 as much as it's a B Toc problem. Just go to Linkedin. There's 244 00:17:14.599 --> 00:17:17.589 so much content there you're never going to see a fraction of it. So 245 00:17:17.710 --> 00:17:18.789 what brands are going to have to do is they're going to have to move 246 00:17:18.829 --> 00:17:23.190 to a fast advertising model or a fast content model, where the reality is 247 00:17:23.710 --> 00:17:29.829 that consumer expectations of content are now set by the largest creators. Hence people, 248 00:17:30.220 --> 00:17:33.420 and people create so much content on a regular basis. We can't simply 249 00:17:33.460 --> 00:17:37.259 say, let's create one advertising campaign and play it out for two months. 250 00:17:37.579 --> 00:17:40.220 Right. We're going to have to find new ways to create enough content to 251 00:17:40.299 --> 00:17:44.019 fill that momentary need, and that means relying on our audience to help create 252 00:17:44.140 --> 00:17:47.410 content for us. Right. You can look at Cocacola. Eighty percent of 253 00:17:47.490 --> 00:17:49.970 their content is co created. Right, Daniel Wellington to start up watch brand. 254 00:17:49.970 --> 00:17:53.009 Ninety nine point five percent of all content about them is co created, 255 00:17:53.450 --> 00:17:56.450 you know. So we can start thinking about content these new ways, right, 256 00:17:56.490 --> 00:18:00.200 and we start talking about bet to be scenarios. We start talking about 257 00:18:00.200 --> 00:18:03.119 context, making you really easy. Example, about context and how this works 258 00:18:03.440 --> 00:18:07.359 in the power for a brand. Right. So it sales force. We 259 00:18:07.440 --> 00:18:10.640 created the trailhead community. Right, it's the trailblazer network. Of those are 260 00:18:10.640 --> 00:18:15.349 our customers. Anyone in our ecosystem can join this community. And as two 261 00:18:15.390 --> 00:18:18.990 aspects of this community. One is is a community where people can ask and 262 00:18:19.029 --> 00:18:23.109 answer questions. Now, why this is important, how this is really contextual 263 00:18:23.230 --> 00:18:27.059 to these people, is they want to build a personal brand. Right, 264 00:18:27.500 --> 00:18:32.140 people want to build a personal brand, they want to improve their careers. 265 00:18:32.579 --> 00:18:36.500 Well, by creating this community and letting people interact with each other and answer 266 00:18:36.500 --> 00:18:40.339 their own questions and help build their own personal brands, one quarter of all 267 00:18:40.380 --> 00:18:44.170 people in the community have found a new job. On the other aspect is 268 00:18:44.250 --> 00:18:48.529 education. So we've created courses in a badging system. Right, fourteen million 269 00:18:48.609 --> 00:18:52.609 badges have been completed. Right, people have changed their linkedin job titles to 270 00:18:52.730 --> 00:18:56.920 their status inside of this community. And then when we also find is that 271 00:18:56.599 --> 00:19:02.279 customers that join this community, that engage in these educational programs and that engage 272 00:19:02.480 --> 00:19:04.960 in helping other people out, they spend twice as much with us and stay 273 00:19:06.000 --> 00:19:08.640 custom verse four times as Long. So we talked about these traditional ideas of 274 00:19:08.720 --> 00:19:12.029 marking, of they're supposed to grow the brand, which recently think how can 275 00:19:12.069 --> 00:19:15.390 I make something so amazing it puts more people into my pipeline, rather than 276 00:19:15.430 --> 00:19:18.910 saying, how do I look at gross as a holistic measure and how do 277 00:19:18.990 --> 00:19:23.029 we apply this idea of context and experiences to the customer journey? And we 278 00:19:23.190 --> 00:19:26.579 grow by that way right, and we can see, you know, it 279 00:19:26.700 --> 00:19:32.259 impacts growth and major ways anywhere along the journey in for B tob brands as 280 00:19:32.299 --> 00:19:34.579 well. We're definitely a Beau to be brand. Yeah, I love the 281 00:19:34.660 --> 00:19:38.609 idea of using your consumers and I was fortunate enough I got a put a 282 00:19:38.730 --> 00:19:47.769 post out on Monday. Obviously now and we're recording this here on March eighteen, 283 00:19:47.890 --> 00:19:49.970 so we're in the middle of corona lockdown. I put a post on 284 00:19:51.089 --> 00:19:56.160 linkedin about some tips of working from home and I've received two messages from colleagues 285 00:19:56.319 --> 00:20:00.440 saying Hey, thank you for that. We distributed that among our entire employee 286 00:20:00.440 --> 00:20:04.079 base. It was very helpful and at I was super honored by that. 287 00:20:04.200 --> 00:20:08.230 I just put it out as a kind of a let's be a good citizen 288 00:20:08.309 --> 00:20:11.789 of this community that we're all on. But I love the fact that you're 289 00:20:11.789 --> 00:20:15.190 saying, Hey, we don't have to create all that content. And what 290 00:20:15.269 --> 00:20:19.950 are the I agree, and I think to be able to use the voice 291 00:20:19.990 --> 00:20:25.619 of the customer to use that content. So my big question is, why 292 00:20:25.740 --> 00:20:29.660 in hell are be to be brands not doing this? Well, it's change, 293 00:20:29.779 --> 00:20:33.339 right, and the simple answer is changes difficult and hard. And then 294 00:20:33.460 --> 00:20:37.730 the other easy answer is a lot of brands that are new are operating in 295 00:20:37.809 --> 00:20:41.650 these models right. Most brands are going to have to evolve from where they 296 00:20:41.650 --> 00:20:45.009 were to where they are and that's a major shift. It's going to take 297 00:20:45.009 --> 00:20:49.400 a rethinking at that the executive level. Right new strategy, new organizational discipline, 298 00:20:49.720 --> 00:20:52.160 new ways of working. This is we're going to acquire agile ways of 299 00:20:52.240 --> 00:20:57.240 working, which most organizations either one, don't understand asile methodologies or two don't 300 00:20:57.279 --> 00:21:00.480 or not set up in actual structure. They're set up in a traditional hierarchy 301 00:21:00.559 --> 00:21:04.750 with the you know, executives and underlings and underlings into them. You know, 302 00:21:06.269 --> 00:21:08.190 it's a lot of major change going on at the same time. So 303 00:21:08.269 --> 00:21:12.309 this's the simple answers to why it's difficult. But when we look at new 304 00:21:12.390 --> 00:21:18.150 companies that are starting up right now and comparing them with others, they're operating 305 00:21:18.190 --> 00:21:22.619 in radically different ways and they're easily winning when we compare, you know, 306 00:21:22.940 --> 00:21:26.740 how these methods applied and how are they, you know, doing compared to 307 00:21:26.779 --> 00:21:30.740 other brands in the similar sense. Yeah, I like to see in some 308 00:21:30.900 --> 00:21:33.809 of these these upstart brands saying we're going to do this a new way and 309 00:21:33.930 --> 00:21:37.490 put some of the more staid, you know, older, more traditional brands 310 00:21:37.529 --> 00:21:41.970 on their heels. So if I'm a marketer in one of these older brands 311 00:21:41.369 --> 00:21:45.490 and I'm listening to this podcast, I'm hooked, I've got the book and 312 00:21:45.609 --> 00:21:49.400 I'm like look, I'm ready to do this is is this a matter of 313 00:21:49.920 --> 00:21:55.200 run to your executive or is this a matter of better to ask forgiveness and 314 00:21:55.400 --> 00:21:59.960 than permission and just start doing these things the new way and try to bring 315 00:22:00.119 --> 00:22:03.470 both sides to to the met all where you're educating your executive. At the 316 00:22:03.509 --> 00:22:06.910 same time you're like luck, I'm just going to go I'm in charge of 317 00:22:06.990 --> 00:22:08.589 content for this brand, I'm going to go do it the new way. 318 00:22:08.670 --> 00:22:12.029 I mean, what would you advise that boss? You have to do both. 319 00:22:12.509 --> 00:22:15.779 One is you have to work and get them to buy in any executive 320 00:22:15.819 --> 00:22:19.500 level. Right, that's either depending on how easy your executives are to change. 321 00:22:21.019 --> 00:22:22.539 That's either one going to happen or it's not going to happen, but 322 00:22:22.619 --> 00:22:26.900 you need to try. The second is you can implement a lot of these 323 00:22:26.940 --> 00:22:30.130 theories and ideas without any executive approval. Right. The executive approval is for 324 00:22:30.369 --> 00:22:37.329 organizational change, budgetary change, new oversight, over all experiences. But it 325 00:22:37.410 --> 00:22:41.930 doesn't mean you can't start operating an agile methodologies now to create more content. 326 00:22:41.009 --> 00:22:45.039 Doesn't mean you can start creating a community. You probably already have the directive 327 00:22:45.319 --> 00:22:48.720 to create a community, but now start thinking about that community in different ways. 328 00:22:48.839 --> 00:22:52.000 Right. How do we leverage them to help create enough content for us? 329 00:22:52.319 --> 00:22:55.720 How do we leverage them to do things? Here's a great example. 330 00:22:55.880 --> 00:22:59.670 Right. There's a brand called Aquia and they found that there's a question post 331 00:22:59.710 --> 00:23:02.950 to Cora Court. We all know core of the question and answer site. 332 00:23:03.150 --> 00:23:06.349 Rather than the brand answering the question, they reached out to their advocates and 333 00:23:06.390 --> 00:23:10.630 then their advocates answer the question. Now there's twenty answers and now that ranks 334 00:23:10.789 --> 00:23:14.859 SEO right. So now it's the number one result found and the answer is 335 00:23:14.980 --> 00:23:18.619 in context because it comes from other people, not the brand, right. 336 00:23:18.740 --> 00:23:22.099 So just start thinking about these things in different ways of how do we work 337 00:23:22.140 --> 00:23:25.940 with our audience? Now, how do we work on our audience? And 338 00:23:26.220 --> 00:23:29.289 you can start implement these in little ways and then you can start to bubble 339 00:23:29.329 --> 00:23:32.130 that up and maybe these two things meet in the middle. Yeah, you 340 00:23:32.210 --> 00:23:34.529 know, we could probably go for another half an hour at least. Clearly 341 00:23:36.049 --> 00:23:40.130 you have your passionate about it, which I love. There's been so much 342 00:23:40.130 --> 00:23:44.920 I've literally taken over a page of notes. So it's it's fat. You 343 00:23:44.960 --> 00:23:48.799 have a book. That's right, that's right. Hey. So, as 344 00:23:48.880 --> 00:23:52.279 I say, we could probably go for another half an hour. Unfortunately we 345 00:23:52.319 --> 00:23:53.960 don't have that time, but let me let me ask you this. So, 346 00:23:55.119 --> 00:23:57.670 first of all, the book is going to be released when March twenty 347 00:23:57.710 --> 00:24:02.789 four, okay, and then they can find it on Amazon. There's the 348 00:24:03.269 --> 00:24:06.230 is there an audio version yet, or is it just hardcover candle at this 349 00:24:06.309 --> 00:24:11.259 point? Hardcover Candle. The audio version is on its way and sadly it's 350 00:24:11.299 --> 00:24:14.019 not my voice. They hired some ringer to do it. I mean, 351 00:24:14.059 --> 00:24:18.019 that's how Harvard operates. So sorry, guys. Yeah, I'm going to 352 00:24:18.099 --> 00:24:22.339 write a strongly worded a letter about that because I think. I think it 353 00:24:22.500 --> 00:24:25.410 the author, especially with you. You've got a great radio Voice. But 354 00:24:25.970 --> 00:24:30.130 you know, I'll let the Harvard guys do what they think abouts. Hey, 355 00:24:30.289 --> 00:24:33.329 so, in addition to the book, where can people find out more 356 00:24:33.410 --> 00:24:36.250 about you? How can they engage with you? Give us some of your 357 00:24:36.609 --> 00:24:40.920 your social handles. Yes, it's M sweezy, which, if you read 358 00:24:40.960 --> 00:24:44.200 a real fast is miss wheezy, and that's me on twitter. Yeah, 359 00:24:44.200 --> 00:24:48.799 I made that mistake. Found out later on and then on Linkedin it's just 360 00:24:48.119 --> 00:24:52.109 matthew sweezy with one tea, Mat's with one tea, and that's where I 361 00:24:52.150 --> 00:24:55.789 post most of my content, most of my updates. So if you needed 362 00:24:55.829 --> 00:24:57.990 to keep up, wanted to catch up with Kn of what the future looks 363 00:24:57.990 --> 00:25:02.230 like and when I'm researching, that's where you can go. Great. Well, 364 00:25:02.230 --> 00:25:04.670 Matthew. Thanks so much. Seriously, every time we talk it's enjoyable 365 00:25:04.789 --> 00:25:08.819 Ray. Time we talk about marketing I definitely learn something new. So thank 366 00:25:08.859 --> 00:25:11.779 you for that. And for those who are listening, go out and get 367 00:25:11.900 --> 00:25:17.299 the context marketing revolution. Actually buy one for yourself and then buy one for 368 00:25:17.380 --> 00:25:22.250 your executives, because you will learn a ton and you will educate your executives 369 00:25:22.329 --> 00:25:27.089 and you could very well be that change age that moves your organization from the 370 00:25:27.210 --> 00:25:33.009 Madman traditional era to the new era of context marketing. Thanks so much for 371 00:25:33.170 --> 00:25:37.839 taking the time and for being a part of the B tob grows show. 372 00:25:37.119 --> 00:25:41.079 Thanks for having me, Carlos. Great well, that is a wrap for 373 00:25:41.519 --> 00:25:45.559 this episode of the B to be growth human to humans segment. On again, 374 00:25:45.680 --> 00:25:49.750 thank Matthew and thank you all for listening. Have a great day and 375 00:25:49.990 --> 00:25:57.309 stay safe. I hate it when podcasts incessantly ask their listeners for reviews, 376 00:25:57.589 --> 00:26:02.190 but I get why they do it, because reviews are enormously helpful when you're 377 00:26:02.230 --> 00:26:04.140 trying to grow a podcast audience. So here's what we decided to do. 378 00:26:04.579 --> 00:26:07.619 If you leave a review for me, to be growth in apple podcasts and 379 00:26:07.819 --> 00:26:12.220 email me a screenshot of the review to James at Sweet Fish Mediacom, I'll 380 00:26:12.259 --> 00:26:15.779 send you a signed copy of my new book. Content based networking. How 381 00:26:15.819 --> 00:26:19.009 to instantly connect with anyone you want to know. We get a review, 382 00:26:19.049 --> 00:26:22.170 you get a free book. We both win.