The Rise of the Feeling Machines

Presented by:

The Rise of the Feeling Machines

NOBEL LAUREATE

“Human beings are not thinking machines that feel, we are feeling machines that think.”

2© Copyright 2016 by Stein IAS. All rights reserved.

Modern Marketing defined:

“The paradigm of inbound marketing programs driven by digital channels, served by multiple touches, measured by sophisticated technologies — and where data analysis is king.”

ORACLE MARKETING CLOUD


Modern Marketing has served us well…Greater impact

Growing confidence in outcomes

More significant seat at the table

Transformative innovation

And challenged us with its complexity


But by its nature, Modern Marketing emphasizes thinking machines over feeling machines.


And so we stand at an inflection point. From its Modern age, where is

marketing headed next?


Pre-Modern

Modern

Post-Modern

Pre-Modern

Modern

Post-Modern


Remarkably, the world’s three major ages are amazingly analogous to marketing’s three seminal ages.

The third of which — Post-Modern Marketing — we believe is just starting!



A world not yet tethered to science and the purely rational.

FaithUnemcumbered

MysticismMythology

MagicSuperstition

ReligionRapture



The EnlightenmentThe Industrial Revolution

Science and TechnologyLogic and Certainty

Proof born of evidence as opposed to belief born of the heart and soul.


An age marked by constant change in the pursuit of progress



ChaoticNon-linear

Multi-dimensionalMultimedia

InteractiveExperiential

Logic, conformity, and empiricism now considered confining.


Magical. Great Leaps of Faith.


Magical. Think Mad Men.


Iconic


At one with contemporary culture


Intuitively bold and brilliant.


Empirical. Structured.


Also Empirical. Also Structured.



Marke5ngAutoma5onCampaignOrchestra6on

Automa6onSegmenta6on Leadscoring Leadnurturing Measurement

AppCloudtechnologies

ADNETWORK

SAN

DEX

CHAN

GES

DMP DSP

BidMgt

Adtarge6ng

Op6misa6on

TagMgtLook-alikes IDgraph

AUDIENCES

AUDIEN

CES INBO

UND

OUTB

OUND

Printads

Mobile

PaidSearch

Na6vecontent

PaidSocial

Programma6c

ContentSyndica6on

OOH

Broadcast

Remarke6ng

Video

E-mail

D-mail

SMS

Webcontent

PR&Socialmedia

Events

Telemarke6ng

Promotedcontent

CUSTOMEREXPERIENCEPLATFORMS

BLOGS

ARTICLES

VIDEOS

INFO-GRAPHICS

IMAGES

SLIDEKITS

VINES

GIFS

MEMES

360VIDEO

VIRTUALEVENTS

PODCAST

INTERACTIVETOOL

AUGMENTED

REALITY

Datamarketplace(3rdParty)(Firmographic,Intent,AccountData,etc.)

Known

Unknown

Highlytargetedcommunica6onbasedonprofilea[ributes

Digitalcrea6vetargetedbygeography,device,IPaddress,

accountandintent

Adsynchronisa6onandreal-6mecrea6ve

CONTEN

TATOMISATIO

N

CRM

Predic6vemodelling

Installbasedata

Socialdata

ADTECHANDMARTECHSTACK

Awareness

Events

ABM

REAC

HAN

DAT

TRAC

T

Closedloopa[ribu6on,tes6ngandop6miza6on,marke6ngperformancemeasurement

Complex Digital-Mobile-Social-Technological Ecosystems.


BrandWebsite

DynamicContent(Geography)

Integra6onofcampaigncrea6veandassetswithcorporateWebsite.

CUSTOMEREXPERIENCEPLATFORMS

Promotedcontent

BLOGS

ARTICLES

VIDEOS

INFO-GRAPHICS

IMAGES

SLIDEKITS

VINES

GIFS

MEMES

360VIDEO

VIRTUALEVENTS

PODCAST

INTERACTIVETOOL

AUGMENTED

REALITYSocialpla]orms

BRAN

DCX

CA

MPA

IGNCX

ALWAY

SONCX

IDgraph

Landingpages

DynamicContent(Referringchannel)

ResponsivePla]ormsandContent

Brand/Solu6oncontent

Campaigncontent

Prospec6ngcontent

LEADSCORING&NURTURING

Webform

Leadgenera6on

INTERACTIVEWHITEPAPER

Retarge5ngstrategiesWeb,DisplayandSearch

Progressiveprofiling

Dataaugmenta6on

CONTENTMANAGEMENT

INTERACTIVEWHITEPAPERS

INTERACTIVEE-BOOKS

SOLUTIONFINDER

PRODUCTTOUR

INTERACTIVEBROCHURE

SAVINGSCALCULATOR ASSESSMENTQUIZZES PRESENTER

AWARENESS BROWSING PURCHASING

Interac6vecontent

ENGAGEAN

DINSPIRE

Brandcampaignhub

DynamicContent(IndustrySector)

DynamicContent(ReferringChannel)

DemandgencampaignhubCampaignlandingpages

DynamicContent(BuyerStage)

Prospec6nghub

DynamicContent(RoleandIndustrySector)

AUTOMATEDNURTURES

Marketing and Ad Technology Enabling Personalized and Connected Experiences.


MARKETING SALES

INTEREST LEARN EVALUATE JUSTIFY PURCHASELEAD

SCORING&NURTURING

INTERACTIVEWHITEPAPERS

INTERACTIVEE-BOOKS

SOLUTIONFINDER

PRODUCTTOUR

INTERACTIVEBROCHURE

SAVINGSCALCULATOR ASSESSMENTQUIZZES PRESENTER

AWARENESS BROWSING PURCHASING

Websiteretarge5ng

Displayretarge5ng

E-mailnurturing Message Message Message Message

Message Message Message

Message Message

Message

MessageMessage

A4 A3 A2 A1

B4 B3 B2 B1

C4 C3 C2 C1

D4 D3 D2 D1

EXPLICIT(PROFILEFIT)

IMPLICIT(BEHAVIOUR)

Contact Account

LEADSCORING

CAMPA

IGNNURT

URE

86

Processingsteps(Contactcreatedorupdated)

ReadinessscoringIntentdata

PREDICTIVESCORING

Message

Message

Message

CRM

Profiler

Engage

Leadscoringrules

LeadspushedtoCRM

A1

D4

A3

MQL

PQL

Teleprospec6ngleadqualifica6on

Outboundtelemarke6ng

Salesacceptanceoflead

Salesqualifica6onoflead

B2Bprospec6nglistsandsalesplays

Accesstosalesenablementtools

Interac6vecontent Interac6vejourneyvisualisa6on

Leadpassbackandrecycling

Value Reach Conversion Velocity Return

Salesfunnel

Closedbusiness

Contentconsump6ondatalinkedtocontactrecord

Contact

CONTENTMANAGEMENT

Leaddistribu6onmanagement

Accountbasedscoring&

priori6sa6on

NURT

URE

ANDCO

NVE

RT

Automation and Content that Nurtures and Converts.


Multi-Dimensional. Experiential.


Multi-Dimensional. Experiential.


Spockian logic + Kirkian emotion 29© Copyright 2016 by Stein IAS. All rights reserved.

Mad Men + Mad Scientists


The Return and Rise of the Feeling Machines

WWW.POSTMODERNB2B.COM

http://www.postmodernb2b.com