12019B2BMARKETINGTRENDS2StartWithWho1MostMarketingTodayIsNotCustomer-Centricofbuyerssayadvertisingisrelevanttothem3%3Source:Infolinksstudyon“bannerblindness”ActualCustomer-CentricMarketingIsRadicallyIndividualistic4Source:NetflixBlogOn“ArtworkPersonalization”ThatMeansEveryLittleDetailIsDrivenByInsights5ROMANTICCOMEDICSource:NetflixBlogOn“ArtworkPersonalization”ArtificialIntelligenceEngagementMachineLearningMalwarePhishingSecurityHackerRiskManagement014004001000TheFirstStepTowardsNetflixStartsWithInsights-DrivenPersonasTRENDINGCONTENTWEBSITEDEMOGRAPHICS67FirstToMind2BeingFirstToMarketDoesn’tMatter8Source:22ImmutableLawsofMarketingAltair8800AppleRelationshipBetweenMarketShareandAwarenessMarketShareAwareness0%10%20%30%40%50%40%20%0%60%9Source:AmericanMarketingAssociationStudy,“HowBrandAwarenessAidsProfitability”WhatMattersIsBeingFirstToMindIfYouCan’tBeFirstToMind,InventANewCategory10LindberghEarheartSource:22ImmutableLawsofMarketingEmergingAwarenessStrongAwarenessWeakAwarenessNoAwareness11UseOur“FirstToMind”MatrixToFindOpportunitiesEngagementReachHigh100%High100%Low0%Low0%HybridConnectivityFuelCellFutureofMobilitySharedMobilitySelfDrivingCarAutomotive12TheOriginalityDelusion3MarketersAreObsessedWithNewnessCREATIVEBRIEFNEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORENEVERBEENDONEBEFORE13ButNewIsn’tWhatSells200914Source:TheDrum,“WhyResearchShowsYou’reBetterOffWithYourExistingAdCampaign”Source:TheBrandingJournal,”WhatToLearnFromTropicana’sRedesignFailure”newadcampaignsoutperformoldcampaigns15onlyinWhatSellsIsRelevance+Familiarity63%34%RELEVANCEORIGINALITYWhatDoCXOsWantFromThoughtLeadership?152xSource:LinkedIn+EdelmanResearch,“HowThoughtLeadershipImpactsB2BDemandGeneration”Don’tSell“Original,”Sell“MAYA”16Source:RaymondLoewy,“MAYAPrinciple”MOSTADVANCED,YETACCEPTABLEInvestInTacticsThatReplicateAcrossIndustries,Markets,AndYe...