Marketing Operations
How to get the most bang from your bytes

lionbridge.com
globalmarketingops.com
www.contenthere.net
t...
Hello!

My Name is Seth Gottlieb
1995

2000

Present

2005

Database, CRM
Tech. Developer/Consumer
Systems Integration

Ve...
A dirty little secret.

@sggottlieb
33% of marketers think their
organizations are proficient in
marketing.
Source: Dig-i-tal Dis-tress: What Keeps Mar-keters...
Strategy + Technology = SUCCESS
When we know what to do and the tools
make it easy....

✦

Our website will be beautiful!
...
The solution

search

web
email
lead
commerce
publishing
marketing nurturing
personalization

content management

@sggottl...
The solution

now
with

SOCIAL!

search

web
email
lead
commerce
publishing
marketing nurturing
personalization

content m...
The solution
new!
ENGAGEMENT
search

now
with

SOCIAL!

web
email
lead
commerce
publishing
marketing nurturing
personaliza...
Operators view

@sggottlieb
We want Wall-E technology

@sggottlieb
But a more flattering version

@sggottlieb
How about the stock photo version?

@sggottlieb
If you think your marketing organization
works that way......

You are not paying attention.

@sggottlieb
Star Wars

@sggottlieb
Marketing technology is like

the Millenium Falcon
@sggottlieb
For Example....

@sggottlieb
Now, that’s clever!

@sggottlieb
You have the strategy!

@sggottlieb
47% of marketers have a
content marketing strategy.
Source: Unisphere’s 2013 Survey of Content Marketing Trends

@sggottli...
You have the technology to...

✦
✦
✦
✦
✦
✦
✦
✦
✦

Upload and tag content
Configure personalization rules
Conduct multi-var...
But you wind up...

✦
✦
✦
✦
✦
✦

Accidentally put a picture of the
queen mother
Misconfiguring the rules
Miss-tagging your...
FAIL
@sggottlieb
Mistakes happen when we do
new things.
Mistakes happen when we do
hard things.
@sggottlieb
Strategy + Technology != SUCCESS

@sggottlieb
Strategy + Execution = SUCCESS

@sggottlieb
Technology

+ Operational Capacity
Execution

@sggottlieb
What is Organizational Capacity?

✦
✦
✦
✦

Process
Skill
Teamwork
Time

@sggottlieb
Process

@sggottlieb
Skills

@sggottlieb
Planning: Ruthless Prioritization
Who:
Product Manager

@sggottlieb

What:
• Performance
• Quality
• Backlog
• Budget
opti...
Creative: Vision to Experience
Who:
What:
Interactive Designer • Graphic design
• Graphics
production
• Web development
• ...
Creative: Vision to Experience
Who:
Writer

@sggottlieb

What:
• Audience analysis
• Writing
• Editing
• Constraint aware
Publishing: Findable, Usable, Actionable
Who:
Publisher

@sggottlieb

What:
• Trained on all
platforms
• SEO
• Instrumenta...
Most advanced CMS
functionality isn’t used.
Source: Every honest CMS vendor I have ever talked to.

@sggottlieb
Analysis: Insight from Information
Who:
Data Analyst

@sggottlieb

What:
• Trained on
platforms
• Assembles/
correlates da...
Only 10% of marketing
organizations use data in a
systematic, strategic way.
Source: Teradata 2013 Market Research Results...
Teamwork

@sggottlieb
@sggottlieb
Time

@sggottlieb
A typical scenario
Management

The Web Master

• We Want

• When I have time

• We Want

• When I have time

• We Want Bet...
✦Access

@sggottlieb
✦Access

@sggottlieb
✦Access
✦Usability

@sggottlieb
✦Access
✦Usability

@sggottlieb
✦Access
✦Usability
✦Automation

@sggottlieb
✦Access
✦Usability
✦Automation

@sggottlieb
✦Access
✦Usability
✦Automation
✦Time
@sggottlieb
Marketing operations is
multiple full time jobs.

@sggottlieb
And you can’t automate them away.
Discipline

Tiny

Small

Product
Manager

Medium

1

1

Data Analyst

1

1

Publisher

1...
40 Publishers
@sggottlieb
Summary
Strategy

Technological
Capability
@sggottlieb

Operational
Capacity
Let’s go blow up a death star

@sggottlieb
Questions

• Email: seth.gottlieb@lionbridge.com
• Twitter: @sggottlieb
• Company Site: http://
www.globalmarketingops.com...
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Digital Pulse Summit - Marketing Operations, How to Get the Most Bang for your Buck - Seth Gottlieb, Lionbridge

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Digital Pulse Summit - Marketing Operations, How to Get the Most Bang for your Buck - Seth Gottlieb, Lionbridge

  1. 1. Marketing Operations How to get the most bang from your bytes lionbridge.com globalmarketingops.com www.contenthere.net twitter.com/sggottlieb
  2. 2. Hello! My Name is Seth Gottlieb 1995 2000 Present 2005 Database, CRM Tech. Developer/Consumer Systems Integration Vendor CM Pros Industry Analyst Marketing Operations @sggottlieb
  3. 3. A dirty little secret. @sggottlieb
  4. 4. 33% of marketers think their organizations are proficient in marketing. Source: Dig-i-tal Dis-tress: What Keeps Mar-keters Up at Night? Adobe. 2013 @sggottlieb
  5. 5. Strategy + Technology = SUCCESS When we know what to do and the tools make it easy.... ✦ Our website will be beautiful! ✦ Our content will be great! ✦ Our visitors will behave the way we want them to! @sggottlieb
  6. 6. The solution search web email lead commerce publishing marketing nurturing personalization content management @sggottlieb crm a n a l y t i c s
  7. 7. The solution now with SOCIAL! search web email lead commerce publishing marketing nurturing personalization content management @sggottlieb crm a n a l y t i c s
  8. 8. The solution new! ENGAGEMENT search now with SOCIAL! web email lead commerce publishing marketing nurturing personalization content management @sggottlieb crm a n a l y t i c s
  9. 9. Operators view @sggottlieb
  10. 10. We want Wall-E technology @sggottlieb
  11. 11. But a more flattering version @sggottlieb
  12. 12. How about the stock photo version? @sggottlieb
  13. 13. If you think your marketing organization works that way...... You are not paying attention. @sggottlieb
  14. 14. Star Wars @sggottlieb
  15. 15. Marketing technology is like the Millenium Falcon @sggottlieb
  16. 16. For Example.... @sggottlieb
  17. 17. Now, that’s clever! @sggottlieb
  18. 18. You have the strategy! @sggottlieb
  19. 19. 47% of marketers have a content marketing strategy. Source: Unisphere’s 2013 Survey of Content Marketing Trends @sggottlieb
  20. 20. You have the technology to... ✦ ✦ ✦ ✦ ✦ ✦ ✦ ✦ ✦ Upload and tag content Configure personalization rules Conduct multi-variate testing Preview Schedule publishing Build a lead form Tag leads Monitor traffic Measure success @sggottlieb
  21. 21. But you wind up... ✦ ✦ ✦ ✦ ✦ ✦ Accidentally put a picture of the queen mother Misconfiguring the rules Miss-tagging your campaign Not instrumenting the content Miss-routing the leads Not having a plan for the leads @sggottlieb
  22. 22. FAIL @sggottlieb
  23. 23. Mistakes happen when we do new things. Mistakes happen when we do hard things. @sggottlieb
  24. 24. Strategy + Technology != SUCCESS @sggottlieb
  25. 25. Strategy + Execution = SUCCESS @sggottlieb
  26. 26. Technology + Operational Capacity Execution @sggottlieb
  27. 27. What is Organizational Capacity? ✦ ✦ ✦ ✦ Process Skill Teamwork Time @sggottlieb
  28. 28. Process @sggottlieb
  29. 29. Skills @sggottlieb
  30. 30. Planning: Ruthless Prioritization Who: Product Manager @sggottlieb What: • Performance • Quality • Backlog • Budget optimization
  31. 31. Creative: Vision to Experience Who: What: Interactive Designer • Graphic design • Graphics production • Web development • Constraint aware @sggottlieb
  32. 32. Creative: Vision to Experience Who: Writer @sggottlieb What: • Audience analysis • Writing • Editing • Constraint aware
  33. 33. Publishing: Findable, Usable, Actionable Who: Publisher @sggottlieb What: • Trained on all platforms • SEO • Instrumentation • QA • Graphics production
  34. 34. Most advanced CMS functionality isn’t used. Source: Every honest CMS vendor I have ever talked to. @sggottlieb
  35. 35. Analysis: Insight from Information Who: Data Analyst @sggottlieb What: • Trained on platforms • Assembles/ correlates data • Highlights what is actionable • Tweaks and measures response
  36. 36. Only 10% of marketing organizations use data in a systematic, strategic way. Source: Teradata 2013 Market Research Results @sggottlieb
  37. 37. Teamwork @sggottlieb
  38. 38. @sggottlieb
  39. 39. Time @sggottlieb
  40. 40. A typical scenario Management The Web Master • We Want • When I have time • We Want • When I have time • We Want Better • When I have time ENGAGEMENT! SOCIAL! Search Engine Rankings! 38 I WILL FIX THAT… TAKE THAT DOWN Improve the mobile experience
  41. 41. ✦Access @sggottlieb
  42. 42. ✦Access @sggottlieb
  43. 43. ✦Access ✦Usability @sggottlieb
  44. 44. ✦Access ✦Usability @sggottlieb
  45. 45. ✦Access ✦Usability ✦Automation @sggottlieb
  46. 46. ✦Access ✦Usability ✦Automation @sggottlieb
  47. 47. ✦Access ✦Usability ✦Automation ✦Time @sggottlieb
  48. 48. Marketing operations is multiple full time jobs. @sggottlieb
  49. 49. And you can’t automate them away. Discipline Tiny Small Product Manager Medium 1 1 Data Analyst 1 1 Publisher 1 3 2 4 5 9 1 1 Creative Total @sggottlieb 2
  50. 50. 40 Publishers @sggottlieb
  51. 51. Summary Strategy Technological Capability @sggottlieb Operational Capacity
  52. 52. Let’s go blow up a death star @sggottlieb
  53. 53. Questions • Email: seth.gottlieb@lionbridge.com • Twitter: @sggottlieb • Company Site: http:// www.globalmarketingops.com • Blog: http://www.contenthere.net @sggottlieb

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