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.

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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  • Search to Sale: Marketing in a 2.0 World

    1. 1. Confidential and Proprietary Search to Sale – Marketing in a 2.0 World Web Content 2008 - Chicago
    2. 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. 3. Clickability joins, RightNow, WebSideStory, Omniture, NetSuite and Webex on’s Top 25 Providers.
    4. 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>
    5. 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
    6. 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 & SDK simpler more complex Leveraging the Power of Web Services
    7. 9. World of Marketing
    8. 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>
    9. 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>
    10. 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 to be a world class marketing tool for our global business”
    11. 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”
    12. 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 < 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
    13. 16. Product Marketing Event Producers User Generated Content Community
    14. 17. Enabling Non-Technical Users to Publish Dynamic Content <ul><li>Accessible via WWW </li></ul><ul><li>UI designed in a “tabular” format (, 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>
    15. 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
    16. 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>
    17. 23. Internal Corporate Content Assets External Channels Content Aggregators User-Generated Content Social Media / Syndication Corporate Podcasts Corporate Video Corporate Blogs
    18. 24. Confidential and Proprietary Thank You [email_address]