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  • Marketer one: “How do you work with sales? They won’t use the CRM!”Marketer two: “We work with sales very well; we hope they will protect us from IT… We hide our marketing automation system from IT…”Marketer three: “Our marketing automation system is not setup right – we need a small army of data entry clerks to operate it. We don’t know why – everybody involved left the company.”Marketer four: “I was sitting at the table when the decisions were made in my company and my managers chose little integration – now we can not use many features…”Marketer five: “I was the one who made the decisions in my company, but I did not know enough two years ago… Now we have a lead scoring, and all our leads D4.”
  • Cloud: more connectivity, but also more variety in available technology
  • Content Management System should be compatible with SEO needs and easy to use for lead scoringPPC vendor’s proprietary system should not prevent from native GA resorts setup (can happen)Marketing automation system must be properly integrated with CRM; ideally real-time (b-to-b)
  • Marketing automation companies are trying to help customers to use their product; can you imagine a TV manufacturer calling a customer a couple of months after the purchase and asking: “Have you turned it on yet?”

Transcript

  • 1. First, it has to work!
    Challenge of complex marketing technology in the enterprise and opportunities it presents
    Vanessa Bright @Vanessa_Bright June 18, 2011
  • 2. Marketer’s struggle
    2
  • 3. Marketing technology a decade ago
    Marketing direct
    technology responsibility
    English Grammar?
    3
  • 4. Marketing technology today
    Marketing direct
    technology responsibility
    Automation/
    Email
    CRM
    CMS
    Web
    Analytics
    Whatever comes next
    4
  • 5. Marketing and technology - challenges
    Skill set
    Marketing operations
    Marketing technology infrastructure
    Recognizing new technologies
    Implementing new technologies
    Integrating new technologies with existing ones (and home-grown systems if necessary)
    5
  • 6. Marketing and technology - issues
    Lead scoring
    Marketing automation
    Email
    SEO
    CMS
    CRM
    PPC
    General complexity
    Role of the IT
    Compatibility
    Setup
    Customization
    Knowledge
    Users (willingness to use)
    Analytics
    6
  • 7. How is the industry handling these challenges?
    The industry is just discovering the issue; very often companies:
    Avoid new marketing technology
    Use technologies in silos and compensate with data entry
    Use the technology, but only 5% of capacity while paying for 100%
    7
  • 8. What can we do?
    ?
    Using technology is a competitive advantage
    Long term
    CMTO?
    Marketing technologist?
    Short term
    We do need to use technologies
    Using heuristics to handle complexity
    Wide-spread and compatible solutions
    No extensive customization in the beginning
    “Baby steps” that work
    Devote time/resources to learning (it is inevitable)
    Start selling technology use internally before it is available
    ?
    8
  • 9. Thank you!
    Vanessa Bright @Vanessa_Bright June 18, 2011