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Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
Search to Sale: Marketing in a 2.0 World
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Search to Sale: Marketing in a 2.0 World

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Presented by Rob Lamb, Clickability at Web Content 2008 Chicago, June 17-18, 2008. …

Presented by Rob Lamb, Clickability at Web Content 2008 Chicago, June 17-18, 2008.

Marketing professionals have access to a variety of new tools and techniques to leverage a complete online sales process from web search to sale. Learn how marketers are generating more visitors, leads and revenue and most importantly tracking the metrics and constantly refining the process.

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  • Transcript

    • 1. Confidential and Proprietary Search to Sale – Marketing in a 2.0 World Web Content 2008 - Chicago
    • 2. <ul><li>Clickability Company Overview </li></ul><ul><li>Marketing Misconceptions </li></ul><ul><li>Leveraging 2.0 Tools </li></ul><ul><li>Tying it all Together </li></ul>
    • 3. Clickability joins Salesforce.com, RightNow, WebSideStory, Omniture, NetSuite and Webex on ASPnews.com’s Top 25 Providers.
    • 4. &nbsp;
    • 5. &nbsp;
    • 6. Traditional “CMS” Fully Integrated Web Content Management and Optimization Suite Create Manage Publish Deliver Interact Adapt Measure <ul><li>Content Management </li></ul><ul><li>Content Delivery </li></ul><ul><li>Analytics and Embedded Statistics </li></ul><ul><li>Email Newsletters </li></ul><ul><li>Site Search </li></ul><ul><li>User Generated Content </li></ul><ul><li>Ad Server </li></ul><ul><li>Visitor Registration </li></ul><ul><li>Web Permissions </li></ul><ul><li>Polls and Surveys </li></ul><ul><li>RSS/XML Syndication </li></ul><ul><li>Social Media/Community </li></ul>
    • 7. <ul><li>No Hardware, Software, Upgrades </li></ul><ul><li>Access through Browser </li></ul><ul><li>Lower Cost of Ownership </li></ul><ul><li>Faster Time to Implement </li></ul><ul><li>Faster ROI </li></ul>The Only Software-as-a-Service Web Content Management Solution
    • 8. <ul><li>Browser level integration </li></ul><ul><li>Site level integration through Flash, iFrames, AJAX </li></ul>Brand level integration redirect, sub-domains Template level integration Embedding HTML, RSS, and XML from outside sources Platform level integration API &amp; SDK simpler more complex Leveraging the Power of Web Services
    • 9. World of Marketing
    • 10. Marketing Perceptions <ul><li>Brand management is difficult </li></ul><ul><li>Innovation and adaptation requires IT </li></ul><ul><li>Managing results is difficult </li></ul>
    • 11. 2.0 Marketing Realities <ul><li>Brand management is NOT difficult </li></ul><ul><li>Innovation and adaptation DOES NOT require IT </li></ul><ul><li>Managing results is NOT difficult </li></ul>
    • 12. <ul><li>Proprietary systems and software generated significant and unpredictable costs. </li></ul><ul><li>All content changes required external vendor participation and significant lead time. </li></ul><ul><li>Individual business units created independent sites with multiple vendors. </li></ul><ul><li>Site was not able to provide relevant product information. </li></ul><ul><li>No multilingual support for Amcor global brand and initiatives. </li></ul><ul><li>SaaS model resulted in no hidden costs and a 30% reduction in site support costs. </li></ul><ul><li>Individual knowledge owners now maintain direct control over areas of influence. </li></ul><ul><li>Consolidation to a single vendor created a central management architecture. </li></ul><ul><li>Market Solutions section delivers relevant customer information from all brands. </li></ul><ul><li>Flexible translation strategy enables multi-lingual change management. </li></ul>“ The Clickability Platform enables amcor.com to be a world class marketing tool for our global business”
    • 13. Feedloader Feedloader Digital TV MP3 Players Kiosks E Books PDA’s Cell Phones Computers Car Infotainment Systems Translation Services “ content” “ contenido” “ contenu” “ Inhalt” “ conteúdo” “ содержание” “ Innhold” “ 內容”
    • 14. <ul><li>Launched new global brand on Clickability platform </li></ul><ul><li>16 global websites </li></ul><ul><li>50+ content publishers </li></ul><ul><li>50% cost of ownership savings vs. former content management application (on premise) </li></ul><ul><li>Migrated entire site in &lt; 120 days </li></ul><ul><li>Extranet portal for Cisco-HP Alliance </li></ul><ul><li>15,000 plus salespeople in the field accessing up-to-date sales and marketing materials </li></ul><ul><li>40% cost of ownership savings </li></ul><ul><li>Increased productivity for content publishers and sales users </li></ul><ul><li>Implemented in less than 60 days </li></ul>Enterprise Success
    • 15. &nbsp;
    • 16. Product Marketing Event Producers User Generated Content Community
    • 17. Enabling Non-Technical Users to Publish Dynamic Content <ul><li>Accessible via WWW </li></ul><ul><li>UI designed in a “tabular” format (salesforce.com, Amazon) </li></ul><ul><li>Platform requires minimal amounts of training </li></ul><ul><li>Ability to publish dynamic content without coding </li></ul><ul><li>Ability to create roles/permissions/views </li></ul>
    • 18. &nbsp;
    • 19. &nbsp;
    • 20. <ul><li>3 year release cycle </li></ul><ul><li>24 month time to market </li></ul><ul><li>Platform always lagging behind Web evolution </li></ul>Time Missed Opportunities Missed Opportunities Missed Opportunities Web Technology Evolution Trajectory Traditional Software Development Model SaaS Development Model
    • 21. Single Integrated Platform for Web Publishing and Engagement Optimization <ul><li>Keywords </li></ul><ul><li>Google AdWords </li></ul><ul><li>Landing Page Optimization </li></ul><ul><li>Search and WCM Analytics Sharing </li></ul><ul><li>CRM </li></ul><ul><li>SFA </li></ul><ul><li>Account Management </li></ul><ul><li>Lead Qualification </li></ul><ul><li>Create </li></ul><ul><li>Manage </li></ul><ul><li>Publish </li></ul><ul><li>Deliver </li></ul><ul><li>Interact </li></ul><ul><li>Measure </li></ul><ul><li>Adapt </li></ul><ul><li>Optimize for Search </li></ul>
    • 22. &nbsp;
    • 23. Internal Corporate Content Assets External Channels Content Aggregators User-Generated Content Social Media / Syndication corporate.com Corporate Podcasts Corporate Video Corporate Blogs
    • 24. Confidential and Proprietary Thank You [email_address]

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