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SkyScape

© 2013 Skyword Inc, Confidential. All rights reserved.
Agenda
How we discover new things
Our SkyScape: Mapping the content marketing
ecosystem
A tiny little bit about us
What’s ...
Content

Driving Digital Marketing

© 2013 Skyword Inc, Confidential. All rights reserved.

3
Search and Social: Gateways to Consumer

115
BILLION

36
BILLION

GLOBAL SEARCHES

SOCIAL SHARES

every month on Google Se...
Quality Content is the Cost of Discovery

Search Lift

Social Lift

Brand Lift

Keyword Relevance
Backlinks
Higher Ranking...
Content Fuels All Marketing

© 2013 Skyword Inc, Confidential. All rights reserved

6
Market SkyScape

© 2013 Skyword Inc, Confidential. All rights reserved.

7
Content Marketing Landscape

© 2012 Skyword Inc, Confidential. All rights reserved.

8
Step 1: Figure Out What Information Customers Want

© 2012 Skyword Inc, Confidential. All rights reserved.

9
Step 2: Create/Curate Content That Meets Their Needs

© 2012 Skyword Inc, Confidential. All rights reserved.

10
Step 3: Publish It Somewhere

© 2012 Skyword Inc, Confidential. All rights reserved.

11
Step 4: Distribute And Amplify to Maximize ROI

© 2012 Skyword Inc, Confidential. All rights reserved.

12
Step 5: Measure And Optimize

© 2012 Skyword Inc, Confidential. All rights reserved.

13
Where Skyword Leads

© 2012 Skyword Inc, Confidential. All rights reserved.

14
Where Skyword Plays

© 2012 Skyword Inc, Confidential. All rights reserved.

15
Market Growth Drivers

© 2013 Skyword Inc, Confidential. All rights reserved.

16
The Big Kids
• Salesforce won the sales cloud space by owning the core
workflow and becoming the key data repository for B...
Salesforce Builds a Marketing Cloud

• March 2011
• Social Listening
• $326M

• July 2012
• Cloud-based CMS
• Built intern...
Adobe Builds a Marketing Cloud

• November 2011
• Social monitoring
• $50M (w/Efficient
Frontier)
• January 2011
• Audienc...
Oracle Builds a Marketing Cloud

• June 2012
• Social Monitoring
• (not disclosed)

• June 2012
• Social CRM
• (not disclo...
IBM Assembles a Digital Marketing Suite

• August 2011
• Web site and audience
analytics
• $620M (e)

• August 2010
• Mark...
Marketo Extending Marketing Cloud?

• April 2012
• Social marketing
platform
• (price not disclosed)

• June 2013 IPO
• Ma...
Skyword Seeks To Fill That Gap

© 2012 Skyword Inc, Confidential. All rights reserved.

23
Contact Info
Tom Gerace, CEO
EMAIL: tom@skyword.com
PHONE: (855) SKY-WORD

Tricia Travaline, VP Marketing
EMAIL: ptravalin...
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Content Marketing Ecosystem SkyScape

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Skyword presents the first Content Marketing Ecosystem SkyScape - A Definitive Guide for Enterprise Marketers.

Click Here for the SkyScape: http://www.skyword.com/content-marketing-resources/infographics/content-marketing-ecosystem-skyscape/

Click Here for Skyword's Take on the Compendium Acquisition: http://www.skyword.com/blog/oracle-seeks-to-complete-marketing-cloud-acquires-compendium/

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  • Make a little more interesting
  • ----- Meeting Notes (5/29/13 16:05) -----Tell the search and social story, but end with B2B marketers today understand that unless they can be part of these conversations, they will become irrelevant. Leading to the typewriter slide.
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  • Transcript of "Content Marketing Ecosystem SkyScape"

    1. 1. SkyScape © 2013 Skyword Inc, Confidential. All rights reserved.
    2. 2. Agenda How we discover new things Our SkyScape: Mapping the content marketing ecosystem A tiny little bit about us What’s driving content marketing How to get in touch © 2013 Skyword Inc, Confidential. All rights reserved. 2
    3. 3. Content Driving Digital Marketing © 2013 Skyword Inc, Confidential. All rights reserved. 3
    4. 4. Search and Social: Gateways to Consumer 115 BILLION 36 BILLION GLOBAL SEARCHES SOCIAL SHARES every month on Google Search every month in the US 4
    5. 5. Quality Content is the Cost of Discovery Search Lift Social Lift Brand Lift Keyword Relevance Backlinks Higher Rankings Endorsement Amplification Engagement Awareness Affinity Conversion © 2013 Skyword Inc, Confidential. All rights reserved. 5
    6. 6. Content Fuels All Marketing © 2013 Skyword Inc, Confidential. All rights reserved 6
    7. 7. Market SkyScape © 2013 Skyword Inc, Confidential. All rights reserved. 7
    8. 8. Content Marketing Landscape © 2012 Skyword Inc, Confidential. All rights reserved. 8
    9. 9. Step 1: Figure Out What Information Customers Want © 2012 Skyword Inc, Confidential. All rights reserved. 9
    10. 10. Step 2: Create/Curate Content That Meets Their Needs © 2012 Skyword Inc, Confidential. All rights reserved. 10
    11. 11. Step 3: Publish It Somewhere © 2012 Skyword Inc, Confidential. All rights reserved. 11
    12. 12. Step 4: Distribute And Amplify to Maximize ROI © 2012 Skyword Inc, Confidential. All rights reserved. 12
    13. 13. Step 5: Measure And Optimize © 2012 Skyword Inc, Confidential. All rights reserved. 13
    14. 14. Where Skyword Leads © 2012 Skyword Inc, Confidential. All rights reserved. 14
    15. 15. Where Skyword Plays © 2012 Skyword Inc, Confidential. All rights reserved. 15
    16. 16. Market Growth Drivers © 2013 Skyword Inc, Confidential. All rights reserved. 16
    17. 17. The Big Kids • Salesforce won the sales cloud space by owning the core workflow and becoming the key data repository for B2B sales. • Salesforce, Adobe, Oracle, IBM, & Marketo are all racing to create the marketing cloud. • Their investments & acquisitions help marketers to discover their customers’ information needs, host and amplify the content they produce, and measure how their work performs. © 2012 Skyword Inc, Confidential. All rights reserved. 17
    18. 18. Salesforce Builds a Marketing Cloud • March 2011 • Social Listening • $326M • July 2012 • Cloud-based CMS • Built internally • October 2012 • Social media management • $745M • December 2010 • Social applications • $212M • June 2013 • June 2013 • Email marketing • Marketing • $2.5B Automation © 2012 Skyword Inc, Confidential. All rights reserved. • (with ExactTarget) 18
    19. 19. Adobe Builds a Marketing Cloud • November 2011 • Social monitoring • $50M (w/Efficient Frontier) • January 2011 • Audience analytics, ad targeting • (not discloused) • December 2010 • CMS • $240M • Efficient Frontier – search and social buying -- November 2011 – $400M • September 2009 • Website and social analytics • $1.8B • June 2013 • Marketing automation, campaign mgmt © 2012 Skyword Inc, Confidential. All rights reserved. • $600M 19
    20. 20. Oracle Builds a Marketing Cloud • June 2012 • Social Monitoring • (not disclosed) • June 2012 • Social CRM • (not disclosed) • October 2013 • Content Creation • (not disclosed) • May 2012 • Social Management • $300M (e) • December 2012 • Marketing Automation System • $810M © 2012 Skyword Inc, Confidential. All rights reserved. 20
    21. 21. IBM Assembles a Digital Marketing Suite • August 2011 • Web site and audience analytics • $620M (e) • August 2010 • Marketing automation, planning and analytics • $480M © 2012 Skyword Inc, Confidential. All rights reserved. 21
    22. 22. Marketo Extending Marketing Cloud? • April 2012 • Social marketing platform • (price not disclosed) • June 2013 IPO • Marketing automation, planning and analytics •© 2012 Skyword Inc, Confidential. All rights reserved. $1.3B market cap 22
    23. 23. Skyword Seeks To Fill That Gap © 2012 Skyword Inc, Confidential. All rights reserved. 23
    24. 24. Contact Info Tom Gerace, CEO EMAIL: tom@skyword.com PHONE: (855) SKY-WORD Tricia Travaline, VP Marketing EMAIL: ptravaline@skyword.com PHONE (855) SKY-WORD 24
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