Friday, May 24, 2019
CX Events

Two Marketing Truths and a Lie, with Katie Martell

SmarterCX Team
May 16, 2019

4 minute read

While on location at Oracle Modern Customer Experience 2019 in Las Vegas from March 19-21, Katie Martell, Marketing Consultant, did some feet on the street interviews with attendees to test their knowledge of marketing facts vs. fiction by playing “two truths and a lie”.

See if you are able to distinguish the truths from the lies from the video and transcript below:

Katie: Hi, I’m Katie Martell and we’re live at Modern CX 2019, where we’re going to do some feet on the street action, we’re going to play two truths and a lie with some Oracle Modern CX attendees. Let’s do this.

I’m here with Liz. Liz, tell us about yourself.

Liz: Hi, I work for Health Equity, and I am the knowledge manager there.

Katie: Three facts, and one of them is a lie.

  1. We are exposed to as much data in a single day as somebody in the 15th century would be in their entire lifetime. (Source: BBC)
  2. 500,000 blog posts are published every single day.
  3. Every day Americans take in five times as much information as they did in 1986. (Source: Fast Company)

Lie: #2 500,000 blog posts are published every single day.

Katie: One, two, or three, which one is the lie?

Liz: I am going to say two.

Katie: You’re correct. That’s a lie. In fact the real number is two million blog posts every single day. (Source) Now how many do you guys publish a day?

Liz: Not that many.

Katie: Right, well two million a day it means every time you publish it better be good, it better be relevant, it better be smart.

Katie: This is Graham, Graham works for Oracle. Graham’s about to play two truths and a lie. Are you ready?

Graham: I am ready.

Katie:

  1. We check our phones once every five minutes, that’s 150 times a day. (Source: Inc.)
  2. We use 56 different apps and websites every day. (Source: RescueTime: blog)
  3. We check our emails 20 times a day.

Lie: #3 – We check our emails 20 times a day.

Katie: Graham which one of those is a lie?

Graham: Number three is a lie.

Katie: You are absolutely right that is the lie. We actually check our email 40 times a day. That’s once every seven and a half minutes. (Source: RescueTime: blog)

Graham: 56 apps?

Katie: 56 apps is true, and we check our phones 150 times a day.

Graham: Holy smokes.

Katie: That means if you are a marketer, if you are building technology you’re competing with a lot of noise, a lot of apps, and a lot of distracted buyers. It better be relevant, it better be good.

Susan: My name is Susan Shakra, and I work for Oracle on the corporate marketing team.

Katie: Two truths, one lie, are you ready?

Susan: Ready.

Katie:

  1. Every day the average office worker receives 121 emails. (Source: Campaign Monitor)
  2. A survey found that the number one most annoying phrase in email is “per my last email”. (Source: Inc.)
  3. Research shows that emails coming from somebody named Steve are twice as likely to be opened.

Lie: #3 – Research shows that emails coming from somebody named Steve are twice as likely to be opened.

Katie: One, two, or three, which is the truth and which is the lie?

Susan: I think the third is the lie.

Katie: She’s a winner ladies and gentlemen, we have a winner. 121 emails a day, that’s a lot to contend with, that means everything we do has to be super relevant, super personalized and make that buyer feel like it was written just for them.

Katie: So nice to meet you Matt, what do you do?

Matt: I am a software engineer.

Katie:

  1. The B to B sales process has become 18% harder. (Source: Harvard Business Review)
  2. It takes 50 touches on average for Oracle to sell an app.
  3. 70% of all B to B marketing content goes unused by sales. (Source: Sirius Decisions)

Lie: #2 – It takes 50 touches on average for Oracle to sell an app.

Katie: Which is it, one, two, or three?

Matt: Three.

Katie: You are incorrect.

Matt: You’re right.

Katie: That is true, 70% of all B to B content sits unused by sales. The lie was the fact that it takes 50 touches on average for Oracle to sell an app. The real number is 80. Mark Hurd today on stage said it takes 80 touches for Oracle to sell an app to a customer. And you know what he said, the first 20 are the hardest.

Matt: Wow.

Katie: It’s a mic drop moment.

Katie: Hi Diana, how are you?

Diana: Good.

Katie:

  1. 50% of buyers want vendors to share insights that they have not considered. (Source: Forrester)
  2. 10% of buyers don’t know which companies to trust.
  3. 48% of decision makers will actually pay more to work with a vendor who has a clear vision for the future. (Source: Forrester)

Lie: #2 – 10% of buyers don’t know which companies to trust.

Katie: Is it one, two, or three? Where’s the dirty lie?

Diana: It has to be two.

Katie: You’re too good, congratulations, you absolutely are right. The stat was 10% of buyers don’t know who to trust, it’s actually 48%, that’s a study by Edelman, who found that 48% of buyers don’t know which companies to trust, which means that if you are marketing to buyers you got to realize that one and two are starting out really skeptical of you, so give them something they can trust show them that you can be trusted.

I want to thank everyone who’s watched this amazing game show and all my contestants who I faked out with my truth and my lies. Please check us out at smartercx.com and make sure you’re back here for Modern CX 2020, next April.

To see more coverage from ModernCX 2019, visit smartercx.com/moderncx.

And to be among the first to learn about ModernCX 2020, visit this page.

Copyright © 2019 Oracle. All rights reserved.

This transcript may be edited for readability.

SmarterCX Team
The SmarterCX team is comprised of subject matter experts, writers, artists, designers, and CX professionals who are dedicated to building a smarter customer experience.
SmarterCX.com by Oracle is the destination for professionals who are building the next generation of customer experience. Here, you can find breaking news, in-depth analyses, expert insights, and useful tools that will empower you to think and work progressively.
CLOSE