The document discusses creating digital harmony within a marketing technology ecosystem. It begins by acknowledging that complexity is outpacing resources over time. It then provides steps to demystify and simplify, including discovery, mapping out current integrations, identifying hubs and spokes, and setting measurable goals. Hubs are described as complex systems that aggregate and syndicate data across the enterprise, while spokes are more nimble and domain-specific technologies. The document uses a hypothetical company and goals as an example, mapping out potential ways to integrate tools like AWeber, Google Analytics, and Salesforce to meet goals like tracking newsletter signups. It concludes by advising readers to choose an approach that works for their team and organization.
31. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
32. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
33. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
34. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
Spokes are interchangeable.
35. 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.
39. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
40. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
41. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.
42. 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).
43. 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.
46. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
47. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
48. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
Have Global Partners
49. 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
53. 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.
54. 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.
57. 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.
58. 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.
59. 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.
62. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
Not a good business goal; more traffic isn’t better traffic.
63. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate
practice.
64. 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.
65. 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.
66. 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.
67. 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
68. 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
Newsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove
69. 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
Salesforce
Newsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove
70. 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
Contact
integration
Sitecore
+ WFFM
+ ExM
Salesforce
HootsuiteBrightcove
73. Goal:
AWeber
Google
Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore
+ Social
Salesforce
HootsuiteBrightcove
Sitecore Social
Experience
79. Now, How Do You Get Started?
§ What Tools do you have?
80. Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
81. Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?
82. 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?
83. 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?