The Fearless Marketer: A Practical Approach to Creating Great Experiences
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The document emphasizes the need for marketers to adopt a 'fearless' approach by embracing risks and learning from failures. It provides examples of fearless marketing initiatives, highlighting both successes and lessons learned, such as the importance of intent data and cultivating a culture of innovation within marketing teams. Key strategies include rewarding risk-taking and dedicating time to explore new ideas while acknowledging and addressing failures.
![Fearless
[adjective]
1.Without fear; bold or brave; intrepid.](https://image.slidesharecdn.com/fearlessmarketerwebinar-190306205220/85/The-Fearless-Marketer-A-Practical-Approach-to-Creating-Great-Experiences-10-320.jpg)
![FearlessMarketer
[adjective + noun]
1. A Marketer that feels empowered to take risks.
2. A Marketer that embraces and learns from their failures.](https://image.slidesharecdn.com/fearlessmarketerwebinar-190306205220/85/The-Fearless-Marketer-A-Practical-Approach-to-Creating-Great-Experiences-14-320.jpg)
The Fearless Marketer: A Practical Approach to Creating Great Experiences
- 1. G U R D E E P D H I L L O N Group Vice President of Demand Generation, Marketing & Technology Operations MARKETO
- 2. G U R D E E P D H I L L O N The Fearless Marketer – A Practical Approach to Creating Great Experiences 2019
- 3. W E L C O M E
- 5. A C C E L E R A T E Y O U R GROWTH & INNOVATION
- 6. T H E E N G A G E M E N T E C O N O M Y
- 7. C R E A T E E X C E P T I O N A L E X P E R I E N C E S
- 10. Fearless [adjective] 1.Without fear; bold or brave; intrepid.
- 12. So Does Work 😉
- 13. “It’s supposed tobe hard. If it wasn’thard, everyone woulddo it. It’s the hardthat makes it great.” - Jimmy Dugan
- 14. FearlessMarketer [adjective + noun] 1. A Marketer that feels empowered to take risks. 2. A Marketer that embraces and learns from their failures.
- 17. The Art and Science of Marketing
- 18. Art Science
- 20. 4 Examples of Fearless Marketing
- 21. # 1 T H E A C C I D E N T A L W E B I N A R
- 23. # 2 T H A T T I M E I N T E N T D A T A B R O K E M A R K E T O
- 24. L E S S O N S L E A R N E D Our BlindExpedition into IntentDataLand What Went Wrong • The toll on Marketo was EXPENSIVE (Smart Campaign engine andAPI calls) • Sales adoption was poor • Enabling sales to action surging accounts was difficult (Inbound vs. Outbound) Why it Was Worth It • We learned quickly which kinks needed to be worked out • Intent data works! (For targeted email and outbound lead gen) • Sourced and influenced millions in pipeline despite implementation challenges
- 25. # 3 H O W T O F I G H T A G A I N S T T H E C U R R E N T ( A N D W I N )
- 26. A DecliningIndustry: • LowerPerceived Value • SoManyOptions • ProximityBias • AwarenessandAffinityGaps 48% Partner program growth 21% Enrollment Funnel Conversion ↑
- 27. # 4 T A K I N G O W N E R S H I P O F O U R T E C H S T A C K
- 29. W H A T C A N Y O U D O ?
- 30. A F E W T H I N G S W E D O How to Create Fearlessness Culture • Create a culture of innovation by making failure acceptable and not feared • Reward those that take risks and learn from their mistakes • Test with a purpose, and take action on insights Goals/KPIs • We commit to spending 10% of our time on big, new ideas (Process,Technology, or Content/Campaigns) • We acknowledge our failures and work through them, together
- 31. THANKYOU!
Editor's Notes
- #10: At Marketo, we also take this to heart, putting it into practice at our big user conference this year. The theme for Marketing Nation Summit was “The Fearless Marketer,” the idea behind this was to inspire attendees – customers, prospects, partners, and even employees to be fearless. So, we launched a unique campaign called the Fearless 50, to highlight those in the industry who are being fearless in the face of rapid changes in marketing. We called upon our Marketing Nation to nominate the marketers from inside and outside our ecosystem to be part of this program, and we highlighted a few of them on stage. It allowed us to tell the “good news” stories of those driving innovation and cultivating change. It was emotional. It was authentic, and it was the kind of deeper, more personalized interaction that goes beyond marketing. This was true engagement.
- #27: FEARLESS MARKETING Higher education enrollment has been declining for the past seven years (people questioning the value of higher ed, and a strong economy disincentivizing making the value of getting a degree higher ed less necessary) When it comes to a single program alone like a business degree, there are 5,194 different online business degree programs to choose from (crazy competition for online programs) 75% of online students still choose a school 100 miles from their home Helix’ partner base of small- to mid-size private non-profit institutions with small brand awareness and affinity (even locally), online growth can seem daunting Yet, by developing strong and unique brand positions for these partners, and by creating sophisticated engagement marketing programs in Marketo that send stage-based and calender-based messaging to both educate and inspire action, Helix partner programs have grown 48% in the last 3 years, with a 21% increase in enrollment funnel conversion in the last 12 months with these advanced Marketo engagement programs.