Post on 07-Apr-2017
transcript
Pete Amundson@peteamundson
Creating Digital Harmony
The Marketing Technology Ecosystem
Marketing Technology Ecosystem
Website
Marketing Technology Ecosystem
CMS
Marketing Technology Ecosystem
CMS
Intranet
Marketing Technology Ecosystem
CMSCRM
AnalyticsIntranet
Marketing Technology Ecosystem
CMSCRM
Email VideoSocial Media
RFP RFI
Analytics
Event Management
Intranet
Marketing Technology Ecosystem
CMSCRMERP
DAM
Email VideoSocial Media
RFP RFI
Analytics
CDN
Syndication
Event Management
Ads
Intranet
Apps
Complexity Is Outpacing Resources
2000 2005 2010 2015
Complexity Time Resources
Stop and Breathe
Take a Step Back
Even though it is complex, there are ways to demystify and simplify.
DISCOVERYFirst, let’s do a little
Content Management Systems
Sitecore WordPress DrupalHome-Built Proprietary
Joomla! KeystoneEktron /
EPiServer Adobe CQ Magento
Customer Relationship Management Tools
Salesforce Dynamics SugarCRM Infusionsoft Proprietary
InterActionZOHO CRM QuickBase Solve CRM NetSuite
Email Marketing Systems
GetResponse AWeberConstant Contact Unbounce SendGrid
MailGunCampaign Monitor
ExactTarget iContact Mandrill
Eventbright
WebEx
GoToWebinar
Events
Google Analytics
WebTrends
SiteImprove
Analytics
Hootsuite
Komfo
SproutSocial
Social Media
Vimeo
Youtube
Brightcove
Video
Qorus
Qvidian
TinderBox
RFP/RFI
I have these tools, but they aren’t working together.
First thing’s first, figure out what you have.
Hypothetical Company, LLC
AWeber Salesforce
HootsuiteBrightcoveGoogle
Analytics
Sitecore
Next, map out ways that they are already working together.
Hypothetical Company, LLC
SitecoreAWeber Salesforce
HootsuiteBrightcoveGoogle
Analytics
Hypothetical Company, LLC
AWeber
Google Analytics
Newsletter Signup Forms
Sitecore Salesforce
HootsuiteBrightcove
Hypothetical Company, LLC
AWeber
Google Analytics
Public Visitor Tracking
Sitecore Salesforce
HootsuiteBrightcove
Hypothetical Company, LLC
AWeber
Google Analytics
Embedded Video
Sitecore Salesforce
HootsuiteBrightcove
Hypothetical Company, LLC
AWeber
Google Analytics
Manual Social Posting
Internal Tracking
Sitecore Salesforce
HootsuiteBrightcove
All Marketing Technologies are not created equal.
Marketing Technology is Comprised of Hubs and
Spokes
https://www.fl i ckr .c om/ photos/ par eeer ic a/4499 2451 00
Hypothetical Company, LLC
AWeber
Google Analytics
Manual Social Posting
Internal Tracking
Sitecore Salesforce
HootsuiteBrightcove
Hubs + Spokes: What are Spokes?
Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
Spokes are interchangeable.
Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
Spokes are interchangeable.
Spokes can be the best product, but for only one offering.
Marketing Technology Spokes
CMSCRMERP
DAM
Email VideoSocial Media
RFP RFI
Analytics
CDN
Syndication
Event Management
Ads
Intranet
Apps
Hubs + Spokes: What are Hubs?
Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.
Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.
Hubs can accomplish many things (Jack-of-all-trades).
Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.
Hubs can accomplish many things (Jack-of-all-trades).
Hubs are hard to replace.
Marketing Technology Hubs
CMSCRMERP
DAM
Email VideoSocial Media
RFP RFI
Analytics
CDN
Syndication
Event Management
Ads
Intranet
Apps
Hubs + Spokes: What are the Best Hubs?
Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
Have Global Partners
Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
Have Global Partners
Have Third Party Add-ons/Modules/Integrations
Hubs: Marketing Automation Platforms
Sitecore HubSpot Marketo Eloqua Salesfusion
Pardot Adobe Campaign
Microsoft Dynamics Marketing
Act-On eTrigue
What Do I Want to Accomplish?
GOAL SETTINGTime for some
Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fit a business need.
Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational. but not unattainable.
3. Goals should fit a business need.
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Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fit a business need.
Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fulfill a business need.
Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fulfill a business need.
It is OK if your current Marketing Technology tools cannot achieve your goals.
Hypothetical Company, LLC
AWeber
Google Analytics
Manual Social Posting
Internal Tracking
Sitecore Salesforce
HootsuiteBrightcove
Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.Not a good business goal; more traffic isn’t better traffic.
Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate practice.
Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate practice.Needs to be measurable.
Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate practice.
§ We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate practice.
§ We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
§ We want to automate posting our corporate news to LinkedIn.
Goal:
AWeber
Google Analytics
We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
Sitecore Salesforce
HootsuiteBrightcove
Goal:
Google Analytics
We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
AWeberNewsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove
Goal:
Google Analytics
We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
AWeber
Using AWeber connector for
SalesforceNewsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove
Goal:
Google Analytics
We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
AWeberContact
integration
Sitecore + WFFM + ExM
Salesforce
HootsuiteBrightcove
Goal:
AWeber
Google Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore Salesforce
HootsuiteBrightcove
Goal:
AWeber
Google Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore Salesforce
HootsuiteBrightcove
Hootsuite Syndicator
App.
Goal:
AWeber
Google Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore + Social
Salesforce
HootsuiteBrightcove
Sitecore Social Experience
Choosing the right approach is not always easy.
Implementing the right approach is not always easy.
It is not as simple as picking the best product.
You need to choose what works for your team and your
organization.
Now, How Do You Get Started?
?
Now, How Do You Get Started?
§ What Tools do you have?
Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?
Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?
§ What are your Goals?
Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?
§ What are your Goals?
§ How can you utilize your current tools or new tools to meet those Goals?
Just Think…
…This Could Be You!
2000 2005 2010 2015 2020
Complexity Time Resources
Thank You!