Welcome back to our MAICON 2021 speaker series where we introduce you to our speakers, tell you a little about why they’ll be at MAICON, what resonated with us in articles or resources of theirs, and how to connect with them prior to the event.
Mathew Sweezey is the director of market strategy for Salesforce, and author of The Context Marketing Revolution (HBR 2020). He is regarded as one of the leading minds on the future of marketing and his visionary insights into consumer behavior, technology, and new business strategies have changed the way startups, Fortune 500 firms, and nonprofit organizations alike find customers, break through, and build modern brands.
In addition to his work with brands, Sweezey is the host of the five-time award-winning podcast The Electronic Propaganda Society and an accomplished writer having written for The Economist, Forbes, Harvard Business Review, The Observer, and AdAge.
The New Shift From Experiences To Outcomes
An excerpt: While experience remains a critical aspect of modern business, there are some major issues with it as a key focus. Measurement and return are two. Yes, we all know happy customers stay longer, but as one executive interviewed for the research said, "We see happy customers with great experiences leave all the time, while many unhappy ones stay." So, they explained, experiences are nice to have, where outcomes are a must-have.
Why we like it: At Marketing AI Institute, we are huge advocates of making smarter marketing decisions using relevant data and artificial intelligence. Mathew makes an incredible point in this article—looking purely at customer experience data (oftentimes submitted by the customer themselves) is skewed and subjective. Businesses should instead take a look at the whole picture when making decisions using “outcomes as the goal, customer experience as the method, and time to value (TTV) as the measure.”
The Four Foundations of a Best-in-Class Marketing Stack
An excerpt: Best-in-class marketing stacks are full of innovative technologies, and are evolving every day. They’re easily the largest IT systems within today’s businesses, and will remain so far into the future.
Why we like it: We’re no stranger to the thousands of marketing technologies available today, and neither is Mathew. In this article, Mathew breaks down the key components of a successful marketing tech stack, based on insights from over 4,000 marketing leaders. Rather than blindly piloting new technology, marketers have the ability to strategically choose tools that make the most sense, not only for your brand, but for your customers as well.
Do You Really Know Your Customers? Three Misconceptions Marketers Must Overcome
An excerpt: The stark difference between what consumers want and what brands are delivering is staggering. Even though 84% of consumers say the experience a brand creates is just as important as the product or service it sells, only 30% of brands use customer data to create more relevant experiences, according to our data.
Many brands are simply hamstrung by old ideas about what motivates their customers to act, or who their customers even are. Yet at the end of the day, if you don’t know your customers, you’ll never meet their needs and earn their business for the long haul.
Why we like it: Consumer data platforms like Google Analytics and AI vendors like Tanjo exist to give marketers the insight they need to truly understand their customers. Yet, as Mathew points out in this article, only 30% of brands actually use data to drive customer experience decisions. Mathew does a great job not only identifying common customer misconceptions, but also giving readers actionable recommendations for future success.
By 2025, 95% of all consumer interactions with a brand will happen via AI. AI is having a massive effect on consumers, and the methods we use to reach them. Dive deep with Mathew Sweezey, Director of Market Strategy at Salesforce, and Harvard Business Review author to see the new consumer expectations resulting from AI and what this means for how you grow and sustain your business in the post-AI world.
Join us at MAICON 2021 on September 13-14, 2021 to hear Mathew and 20+ other AI and marketing leaders. Prices increase on August 6, so secure your pass today. BLOG20 saves 20% off current prices.