The Marketing Technology Conference
August 19, 2014
To Build or Buy a Marketing Cloud
Travis Wright | Chief Growth Officer...
Who is this Travis Wright dude?
@teedubya
• Radio Disc Jockey at Age 13.
• Stand-up comedian since 1995.
• Web developer s...
Who is this Travis Wright dude NOT?
@teedubya#MARTECH
@teedubya#MARTECH
Who is this Travis Wright dude NOT?
@teedubya#MARTECH
http://leesmallwood.com/
@teedubya#smx
Business Relationship Optimization
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
Silos and Silos of Data
@teedubya#MARTECH
@teedubya
• Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• R...
Enhance Your Marketing Strategy
Deliver Better Results Throughout The Customer Journey
@teedubya#MARTECH
Obligatory Gartner 2017 CMO Quote
“By 2017 the CMO will Spend More on IT than the CIO.”
@teedubya#MARTECH
@teedubya#GrowthBeat
90% of people use multiple
screens sequentially.
@teedubya#MARTECH
• Beyond Integrated Marketing
• Cross-device, Omni-channel
• Real-time 1:1 Personalization
• Ownership of all Data
• Beyon...
@teedubya#MARTECH
Source: Experian 2014Digital Marketer Report
“To stay competitive, enterprises must collect, own
and act on their onsite, offsite and offline data.”
Josh Manion, Ensig...
“To stay competitive, enterprises must collect, own
and act on their onsite, offsite and offline data.”
Josh Manion, Ensig...
“To stay competitive, enterprises must collect, own
and act on their onsite, offsite and offline data.”
Josh Manion, Ensig...
@teedubya#MARTECH
The Tech Giants Are Acquiring Marketing Clouds To Compete
@teedubya#MARTECH
What are Marketing Clouds?
• Acquired, non-integrated solutions
• Walled-gardens leave many
marketing technologies exclude...
To Build, or not to Build: That is the question.
The Marketing Cloud is Getting Foggy
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
The Marketing Cloud Space is Kinda Stormy
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
Tag Management SystemTag Management System @teedubya#MARTECH
To Build: That is the Answer!
@teedubya#MARTECH
Tag Management Brings Order to Marketing Chaos
A/B Testing Ad Networks
Affiliate Marketing
Email Marketing
Lead NurturingM...
Governance playbook is outdated and can't possible prepare teams for every
possible scenario
”No time to discuss this as a...
@teedubya#MARTECH
• Data is the Lifeblood for Digital
Marketing
• Synchronized Data Definitions
• Standardize and control data
distribution ...
Data Chaos  Digital Marketing Agility
Retargeting
Analytics
Before
Optimization
Ad Serving
Media
Disjointed data
collecti...
Forrester Calls This Trend….The Age of the Customer
“Your company must become customer obsessed. You need to have
a deep k...
• Title
• Time in the job
• Works directly with
• Daily tasks
• Responsibilities
• Likes/dislikes about job
• Frustrations...
• Interview Current Customers
• A/B Testing
• Try Progressive Profiling
• Study Your Web Analytics
• Leverage Your Competi...
@teedubya
Up Close and Persona http://UpCloseAndPersona.comUp Close and Persona http://UpCloseAndPersona.com
@teedubya
Facebook Graph Search opens up many different opportunities, BRO.
@teedubya
Facebook Graph Search opens up many different opportunities, BRO.
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
#MARTECH @teedubya
@teedubya#MARTECH
@teedubya
@teedubya#MARTECH
@teedubya#MARTECH
@teedubyaSearchSocialSummit
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya#MARTECH
#SIC2013 @teedubya
Unify Your Data at the Source
or
…You could always get all your vendors on a conference call
Not all data has been yours or was unified
Missing data
• Ad impressions
• Social interactions
• Video consumption
Disjoin...
Improve marketing agility with data ownership
• Collect rich online data
• Make data first party to you
• Switch vendors, ...
Advanced Techniques Required To Optimize For Omni-Channel
Personalization & Attribution
U.S. retailers lose nearly
$100 billion each year
from poorly executed
cross-channel marketing
efforts.
Source: DataMonito...
#SIC2013
#SIC2013
AGILE
#SIC2013
NOT AGILE
@teedubya
PLATFORM: Combine Any Solution in an Open Cloud
@teedubya#MARTECH
• Don't restrict marketing agility by being
vendor-locke...
DATA: Unify Marketing with Data Ownership
@teedubya#MARTECH
• Assemble your own data layer to unify
and enrich all your ma...
CUSTOMER: Focus on the Customer Journey
@teedubya#MARTECH
• Establish a 360 degree view of your customer
across all channe...
MARKETING: Take Real-Time Action
@teedubya#MARTECH
• Batch processing of data inhibits
marketing agility and effectiveness...
@teedubya
Maxymiser @maxymiser http://maxymiser.comMaxymiser @maxymiser http://maxymiser.com
@teedubya#MARTECH
Monetate @monetate http://monetate.comMonetate @monetate http://monetate.com
@teedubya#MARTECH
DemandBase @demandbase http://demandbase.comDemandBase @demandbase http://demandbase.com
@teedubya#MARTECH
Demandbase solu...
LiveRamp @liveramp http://liveramp.comLiveRamp @liveramp http://liveramp.com
@teedubya#MARTECH
Benefits
• “Siloed” solutions
enhance one another
• Collect, Own and Act on
your data everywhere
• Leverage Best-of-Breed
...
Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com
@teedubya#MARTECH
Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com
@teedubya#MARTECH
Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com
@teedubya#MARTECH
ObservePoint @observepoint http://observepoint.comObservePoint @observepoint http://observepoint.com
@teedubya#MARTECH
NerdyData @nerdydata http://nerdydata.comNerdyData @nerdydata http://nerdydata.com
@teedubya#MARTECH
@teedubya
importio @importio http://import.ioimportio @importio http://import.io
@teedubya#MARTECH
@teedubya#MARTECH
@teedubya
Advocate Technology Platforms
@teedubya#kciabcbcs
@teedubya
BuzzSumo @buzzsumo http://buzzsumo.comBuzzSumo @buzzsumo http://buzzsumo.com
@teedubya
@teedubya
TrackMaven @trackmaven http://trackmaven.comTrackMaven @trackmaven http://trackmaven.com
@teedubya
RivalIQ @rivaliq http://rivaliq.comRivalIQ @rivaliq http://rivaliq.com
http://socedo.comhttp://socedo.com
Get Little Bird @getlittlebird http://www.getlittlebird.comGet Little Bird @getlittlebird http://www.getlittlebird.com
@teedubya
Data.com @data http://data.comData.com @data http://data.com
@teedubya
@teedubya
Open Graph www.ogp.me
Percolate www.percolate.com
Social Bro www.socialbro.com
HARO www.helpareporter.com
Muck R...
@teedubya
17 Killer Content Templates: bit.ly/17templates
Twitter Chat Master List: http://bit.ly/TwitterChatMaster
Featur...
@teedubya’s Mind Blowing Tools
ccpglobal.com/martech
@teedubya’s Mind Blowing Tools
ccpglobal.com/martech
@teedubya 135
#SIC2013
@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
To Build Or Buy A Marketing Cloud By Travis Wright
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From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: To Build or Buy Your Own Marketing Cloud?. PRESENTATION: To Build or Buy a Marketing Cloud - Given by Travis Wright, @teedubya - CEO, MediaThinkLabs. #MARTECH

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To Build Or Buy A Marketing Cloud By Travis Wright

  1. 1. The Marketing Technology Conference August 19, 2014 To Build or Buy a Marketing Cloud Travis Wright | Chief Growth Officer | MediaThinkLabs | @teedubya | @TheCMTO #MARTECH
  2. 2. Who is this Travis Wright dude? @teedubya • Radio Disc Jockey at Age 13. • Stand-up comedian since 1995. • Web developer since 1996. • Helped Roll out Superpages.com in 1997. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Military Intelligence and Russian Linguist in the US Army. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP Digital • Tech Journalist for Technorati, Tech.co, MarketingLand, Salesforce & Adobe • Host of Technorati’s Social Brands & Influencer Podcast • @teedubya & @TheCMTO on Twitter #MARTECH
  3. 3. Who is this Travis Wright dude NOT? @teedubya#MARTECH
  4. 4. @teedubya#MARTECH
  5. 5. Who is this Travis Wright dude NOT? @teedubya#MARTECH
  6. 6. http://leesmallwood.com/ @teedubya#smx
  7. 7. Business Relationship Optimization @teedubya#MARTECH
  8. 8. @teedubya#MARTECH
  9. 9. @teedubya#MARTECH
  10. 10. Silos and Silos of Data @teedubya#MARTECH
  11. 11. @teedubya
  12. 12. • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions @teedubya#MARTECH
  13. 13. Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey
  14. 14. @teedubya#MARTECH
  15. 15. Obligatory Gartner 2017 CMO Quote “By 2017 the CMO will Spend More on IT than the CIO.” @teedubya#MARTECH
  16. 16. @teedubya#GrowthBeat
  17. 17. 90% of people use multiple screens sequentially. @teedubya#MARTECH
  18. 18. • Beyond Integrated Marketing • Cross-device, Omni-channel • Real-time 1:1 Personalization • Ownership of all Data • Beyond Optimization • Awesomeization @teedubya#MARTECH
  19. 19. @teedubya#MARTECH Source: Experian 2014Digital Marketer Report
  20. 20. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
  21. 21. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
  22. 22. “To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.” Josh Manion, Ensighten CEO and Founder
  23. 23. @teedubya#MARTECH
  24. 24. The Tech Giants Are Acquiring Marketing Clouds To Compete @teedubya#MARTECH
  25. 25. What are Marketing Clouds? • Acquired, non-integrated solutions • Walled-gardens leave many marketing technologies excluded or unsupported • Assembling a best-of-breed solution demands you build-your-own ‘marketing cloud’ #BYOC @teedubya#MARTECH
  26. 26. To Build, or not to Build: That is the question.
  27. 27. The Marketing Cloud is Getting Foggy @teedubya#MARTECH
  28. 28. @teedubya#MARTECH
  29. 29. @teedubya#MARTECH
  30. 30. @teedubya#MARTECH
  31. 31. @teedubya#MARTECH
  32. 32. The Marketing Cloud Space is Kinda Stormy @teedubya#MARTECH
  33. 33. @teedubya#MARTECH
  34. 34. @teedubya#MARTECH
  35. 35. Tag Management SystemTag Management System @teedubya#MARTECH To Build: That is the Answer!
  36. 36. @teedubya#MARTECH
  37. 37. Tag Management Brings Order to Marketing Chaos A/B Testing Ad Networks Affiliate Marketing Email Marketing Lead NurturingMarketing Automation Voice of Customer Analytics Chat Banner Ads Personalization Search Engine Marketing Visitor Remarketing Visitor Retargeting Social Marketing • A/B Testing • Ad Networks • Affiliate Marketing • Email Marketing • Lead Nurturing • Marketing Automation • Analytics • Banner Ads • Chat • Personalization • SEM • Social Marketing • Visitor Remarketing • Visitor Retargeting • Voice of Customer @teedubya#MARTECH Source: Tealium
  38. 38. Governance playbook is outdated and can't possible prepare teams for every possible scenario ”No time to discuss this as a committee, kid!"
  39. 39. @teedubya#MARTECH
  40. 40. • Data is the Lifeblood for Digital Marketing • Synchronized Data Definitions • Standardize and control data distribution to partners & vendors • Better visitor attribution and personalized insights What is a Data Layer? @teedubya#MARTECH
  41. 41. Data Chaos  Digital Marketing Agility Retargeting Analytics Before Optimization Ad Serving Media Disjointed data collection Optimization Ad Serving AnalyticsRetargeting Data LayerData Layer Media Centralised data collection After @teedubya#MARTECH
  42. 42. Forrester Calls This Trend….The Age of the Customer “Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.” @teedubya#MARTECH
  43. 43. • Title • Time in the job • Works directly with • Daily tasks • Responsibilities • Likes/dislikes about job • Frustrations • Pressures • Concerns • Needs • Role in buying process • Buying stage • Drivers UNDERSTAND YOUR BUYERS PERSONAS @teedubya#MARTECH
  44. 44. • Interview Current Customers • A/B Testing • Try Progressive Profiling • Study Your Web Analytics • Leverage Your Competition • Use LinkedIn and other Industry Networks • Go to Events RESEARCH YOUR BUYER PERSONAS @teedubya#MARTECH
  45. 45. @teedubya Up Close and Persona http://UpCloseAndPersona.comUp Close and Persona http://UpCloseAndPersona.com
  46. 46. @teedubya Facebook Graph Search opens up many different opportunities, BRO.
  47. 47. @teedubya Facebook Graph Search opens up many different opportunities, BRO.
  48. 48. @teedubya#MARTECH
  49. 49. @teedubya#MARTECH
  50. 50. @teedubya#MARTECH
  51. 51. @teedubya#MARTECH
  52. 52. @teedubya#MARTECH
  53. 53. #MARTECH @teedubya
  54. 54. @teedubya#MARTECH
  55. 55. @teedubya
  56. 56. @teedubya#MARTECH
  57. 57. @teedubya#MARTECH
  58. 58. @teedubyaSearchSocialSummit
  59. 59. @teedubya#MARTECH
  60. 60. @teedubya#MARTECH
  61. 61. @teedubya#MARTECH
  62. 62. #SIC2013 @teedubya
  63. 63. Unify Your Data at the Source or …You could always get all your vendors on a conference call
  64. 64. Not all data has been yours or was unified Missing data • Ad impressions • Social interactions • Video consumption Disjointed owned data • Website analytics • Mobile tracking • Email data
  65. 65. Improve marketing agility with data ownership • Collect rich online data • Make data first party to you • Switch vendors, keep the data
  66. 66. Advanced Techniques Required To Optimize For Omni-Channel Personalization & Attribution
  67. 67. U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor @teedubya#MARTECH
  68. 68. #SIC2013
  69. 69. #SIC2013 AGILE
  70. 70. #SIC2013 NOT AGILE
  71. 71. @teedubya
  72. 72. PLATFORM: Combine Any Solution in an Open Cloud @teedubya#MARTECH • Don't restrict marketing agility by being vendor-locked in a closed cloud • No single closed cloud can solve all your marketing use cases • Unlock all options to find the best fit for your business • Take advantage of the best "primo TAG-lio" digital marketing solutions in the industry
  73. 73. DATA: Unify Marketing with Data Ownership @teedubya#MARTECH • Assemble your own data layer to unify and enrich all your marketing solutions • Ensure data quality, consistency, and privacy across all vendor solutions • Standardize and share visitor profiles and actionable segments across your cloud • Break down marketing program silos & unify teams with coordinated data
  74. 74. CUSTOMER: Focus on the Customer Journey @teedubya#MARTECH • Establish a 360 degree view of your customer across all channels and devices • Assess customer value to optimize marketing spend and personalize offer depth • Build relationships by engaging in omni- channel 1:1 conversations with your customers
  75. 75. MARKETING: Take Real-Time Action @teedubya#MARTECH • Batch processing of data inhibits marketing agility and effectiveness • Manage data in real-time to take real-time, intelligent action • Coordinate marketing decisions and interactions across solutions • Improve ROI with relevent offers and content
  76. 76. @teedubya
  77. 77. Maxymiser @maxymiser http://maxymiser.comMaxymiser @maxymiser http://maxymiser.com @teedubya#MARTECH
  78. 78. Monetate @monetate http://monetate.comMonetate @monetate http://monetate.com @teedubya#MARTECH
  79. 79. DemandBase @demandbase http://demandbase.comDemandBase @demandbase http://demandbase.com @teedubya#MARTECH Demandbase solutions add value and insight to the technologies you already use.
  80. 80. LiveRamp @liveramp http://liveramp.comLiveRamp @liveramp http://liveramp.com @teedubya#MARTECH
  81. 81. Benefits • “Siloed” solutions enhance one another • Collect, Own and Act on your data everywhere • Leverage Best-of-Breed solutions without vendor lock-in • Omni-channel profiles • Single line of code • Data onboarding & syndication • 100% of technologies supported ENSIGHTEN DATA LAYER (EDL) Standardize and control data across all 3rd party clouds, platforms and tools AGILE MARKETING PLATFORM (AMP) Hybrid Client-Server Technology <script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script> Privacy Pulse One Data Collection & ActivationApps Market Manage Mobile Inform Attribution Tag Management & Testing Ensighten @ensighten http://ensighten.com
  82. 82. Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com @teedubya#MARTECH
  83. 83. Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com @teedubya#MARTECH
  84. 84. Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com @teedubya#MARTECH
  85. 85. ObservePoint @observepoint http://observepoint.comObservePoint @observepoint http://observepoint.com @teedubya#MARTECH
  86. 86. NerdyData @nerdydata http://nerdydata.comNerdyData @nerdydata http://nerdydata.com @teedubya#MARTECH
  87. 87. @teedubya importio @importio http://import.ioimportio @importio http://import.io
  88. 88. @teedubya#MARTECH
  89. 89. @teedubya#MARTECH
  90. 90. @teedubya
  91. 91. Advocate Technology Platforms @teedubya#kciabcbcs
  92. 92. @teedubya BuzzSumo @buzzsumo http://buzzsumo.comBuzzSumo @buzzsumo http://buzzsumo.com
  93. 93. @teedubya
  94. 94. @teedubya TrackMaven @trackmaven http://trackmaven.comTrackMaven @trackmaven http://trackmaven.com
  95. 95. @teedubya RivalIQ @rivaliq http://rivaliq.comRivalIQ @rivaliq http://rivaliq.com
  96. 96. http://socedo.comhttp://socedo.com
  97. 97. Get Little Bird @getlittlebird http://www.getlittlebird.comGet Little Bird @getlittlebird http://www.getlittlebird.com
  98. 98. @teedubya Data.com @data http://data.comData.com @data http://data.com
  99. 99. @teedubya
  100. 100. @teedubya Open Graph www.ogp.me Percolate www.percolate.com Social Bro www.socialbro.com HARO www.helpareporter.com Muck Rack www.muckrack.com GroupHigh www.grouphigh.com Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templates Twitter Cards www.dev.twitter.com/cards SimplyMeasured www.simplymeasured.com The Advanced Guide to Content Marketing bit.ly/advcontent
  101. 101. @teedubya 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
  102. 102. @teedubya’s Mind Blowing Tools ccpglobal.com/martech @teedubya’s Mind Blowing Tools ccpglobal.com/martech
  103. 103. @teedubya 135 #SIC2013
  104. 104. @teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com@teedubya http://bit.ly/teedubyatools tw@mediathinklabs.com
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