The Behavioral

Marketing Manifesto
Dave Walters, Evangelist

@_DaveWalters
#spopwebinar

Available
Now
http://bit.ly/BehavioralMarketingBook

Lets give away

three copies!

Great Manifestos of the World

Frank Lloyd Wright (Advice to Taliesin Apprentices)
1. An honest ego in a healthy body.
2. An eye to see nature.
3. A heart to feel nature.
4. Courage to follow nature.
5. The sense of proportion (humor).
6. Appreciation of work as idea and idea as work.
7. Fertility of imagination.
8. Capacity for faith and rebellion.
9. Disregard for commonplace (inorganic) elegance.
10. Instinctive cooperation.

Great Manifestos of the World

Great Manifestos of the World

Great Manifestos of the World

The Ten Manifesto Categories

#marketing

#behaviors

#sales

#team

#customers

#company

#prospects

#vendors

#data

#revenue

The Behavioral Marketing Manifesto

Almost every sale

begins with marketing.
Get it right, then scale.

#marketing

The Behavioral Marketing Manifesto

Marketing is your best

chance to frame the
buying decision in your
favor. Start early.
#marketing

The Behavioral Marketing Manifesto

Marketing without a
point of view is time
and money wasted.

#marketing

The Behavioral Marketing Manifesto

Theres a human on
the other end of every
marketing experience.
Recognize.
#marketing

The Behavioral Marketing Manifesto

Understand the difference

between the science and
art of marketing. Be better
at both.
#marketing

The Behavioral Marketing Manifesto

A marketers best
friend is a wellinformed sales rep.

#sales

The Behavioral Marketing Manifesto

Expect CRM drama

between sales and
marketing. Solve it with
more qualified leads.
#sales

The Behavioral Marketing Manifesto

Sales complains about

logging activity, until
they close six more
deals a month.
#sales

The Behavioral Marketing Manifesto

Yes, sales is compdriven first, but dont

underestimate the roles
of team and mission.
#sales

The Behavioral Marketing Manifesto

10

Done well, great

sales informs better
marketing and
vice versa.
#sales

The Behavioral Marketing Manifesto

11

Your customers will

solve their business
problems with or
without you.

#customer

The Behavioral Marketing Manifesto

12

Cherish your existing

customer base and
build raving fans from
Day One.
#customer

The Behavioral Marketing Manifesto

13

Your goal: Remain so

critical your customers
dont even accept
competitor calls.
#customer

The Behavioral Marketing Manifesto

14

Build a core competency

in customer listening
closest to your most
progressive executive.
#customer

The Behavioral Marketing Manifesto

15

Your customer's skill set is

a spectrum: some are at
zero, some are improving
fast, some could teach you.
#customer

The Behavioral Marketing Manifesto

16

Educating prospects
is marketings most
important job. Always
and forever.
#prospect

The Behavioral Marketing Manifesto

17

If you dont positively

articulate your value prop,
your competitors will stack
the deck against you.
#prospect

The Behavioral Marketing Manifesto

18

Winning content strategy

is built on value exchange.
You provide insight, they
share data and allow you
to shape their thinking.
#prospect

The Behavioral Marketing Manifesto

19

Understand the lead source,

content preferences and
behaviors of your best
prospects and double down.
#prospect

The Behavioral Marketing Manifesto

20

Choose the best three

social destinations and
engage like your business
life depends on it. It does.
#prospect

The Behavioral Marketing Manifesto

21

Data driven is nice,

but conversion
driven is better.
#data

The Behavioral Marketing Manifesto

22

Care more about what

your audiences do
than what they say.

#data

The Behavioral Marketing Manifesto

23

Its marketings job to figure

out how to make sense of
all that data. Start now
and work it hard.
#data

The Behavioral Marketing Manifesto

24

All the data in the world

wont gloss over bad
customer experience or
poor campaign execution.
#data

The Behavioral Marketing Manifesto

25

Customer data is like

human knowledge build
it from diverse sources
over a lifetime.
#data

The Behavioral Marketing Manifesto

26

One Buy Now button

click is worth more
than 100 email opens.

#behaviors

The Behavioral Marketing Manifesto

27

Buyer intent is captured in

actions not words. Sales
and marketing should both
understand this reality.
#behaviors

The Behavioral Marketing Manifesto

28

Behaviors are a
marketers treasure
map, defining the path
to conversion moments.
#behaviors

The Behavioral Marketing Manifesto

29

A great scoring model

includes behaviors,
demographics, sentiment
and complete objectivity.
#behaviors

The Behavioral Marketing Manifesto

30

Factoring your customer

experiences for behavior
transforms marketing
effort into revenue.
#behaviors

The Behavioral Marketing Manifesto

31

Hire for potential, and

be prepared to
mentor your staff to
greatness.
#team

The Behavioral Marketing Manifesto

32

Build a team and culture

that incents and celebrates
new-hire referrals from
existing employees.
#team

The Behavioral Marketing Manifesto

33

Require your marketers to

work directly with sales
management on program
development and reporting.
#team

The Behavioral Marketing Manifesto

34

Hire an expert on your

marketing platform of
choice. Their deep skill
enables your success.
#team

The Behavioral Marketing Manifesto

35

Develop a strong
competency around hiring
brilliant 25-year-olds.
Theyre tomorrows directors
and VPs in training.
#team

The Behavioral Marketing Manifesto

36

Its your job to educate

your executives on
marketing. Ignore this
at your own peril.
#company

The Behavioral Marketing Manifesto

37

Your company has a

story. Discover it and
anchor your marketing
on its principles.
#company

The Behavioral Marketing Manifesto

38

No one cares about your

constraints. Give 120
percent to every customer
experience you tackle.
#company

The Behavioral Marketing Manifesto

39

Authenticity and trust are

the basis of every great
customer relationship.

#company

The Behavioral Marketing Manifesto

40

Look beyond your

industry for winning
marketing tactics.
Different is better.
#company

The Behavioral Marketing Manifesto

41

Trust but verify in the

demo phase. Evaluate
on end-to-end solutions,
not slide ware.
#vendors

The Behavioral Marketing Manifesto

42

Outsource when
necessary, but develop
policies and processes to
drive execution.
#vendors

The Behavioral Marketing Manifesto

43

Use agencies to scale your

most successful marketing
programs while challenging
them to develop Big Ideas.
#vendors

The Behavioral Marketing Manifesto

44

Clearly understand and

enforce how your vendors
work together to make
your marketing better.
#vendors

The Behavioral Marketing Manifesto

45

Cheaper isnt always better.

Hire the best thinking your
budget can buy, and track
ROI like a beast.
#vendors

The Behavioral Marketing Manifesto

46

Revenue lift cures

almost all ills.

#revenue

The Behavioral Marketing Manifesto

47

If youre ignoring behaviors

today, youre missing a
huge chunk of income.
Especially in e-commerce.
#revenue

The Behavioral Marketing Manifesto

48

Every marketing interaction

costs money. Being brutally
efficient on cost drives topline revenue.
#revenue

The Behavioral Marketing Manifesto

49

Great marketing makes

your customer want to
give you money. Dont
get in the way.
#revenue

The Behavioral Marketing Manifesto

50

Email opens, customer

satisfaction and hold time
KPIs are important.
Revenue trumps them all.
#revenue

Available
Now
Dave Walters
dwalters@us.ibm.com
@_DaveWalters

http://bit.ly/BehavioralMarketingBook

Thanks!

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