Originally presented at the MarTech Conference on 4/1/2015. As marketing technology solutions proliferate, it's becoming more difficult to meet the demands of today's connected customers. Herein lies the Marketing Technology Myth: we've been promised integrated marketing clouds and out-of-the-box solutions, but most enterprise organizations aren't connecting this marketing technology to a broader experience strategy. Making it all work takes more than some tech elbow grease, APIs and all-in-one suites. It requires a fundamentally different mindset, new planning frameworks and an outside-in approach to digital experience delivery. In short, a complete reconfiguration of the way we've been planning and delivering digital experience and technology projects over the past decade. Drawing on his 15+ years of experience running digital teams and projects, Jeff Cram, Connective DX, will share insights on how to find and fix these cracks in the digital customer experience and make marketing technology work better for both the business and the customer.

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MarTech 2015 San Francisco
Jeff Cram @jeffcram ISITE Design, Co-founder
The Marketing Technology Myth
Connecting Systems & Experiences

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I have a confession…

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I’m a Mythbuster

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@jeffcram | @ISITE_Design

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I’m a CMS Mythbuster

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“The company has extremely
capable point solutions in
marketing tech which it has
tried to unify around [its
branded Marketing Cloud].
Unfortunately, that brand
is just a brand.”
8 separate product families
12 separate named products
The Marketing Technology Myth
6 analytics products
11 omnichannel products

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The Marketing Technology Myth
@jeffcram | @ISITE_Design

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This is our problemopportunity

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“About 373,000 results…”
@jeffcram | @ISITE_Design

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Saying Doing
“Our digital experiences
aren’t coordinated across
channels or silos.”
“We’re have a lot of
point solutions that
aren’t integrated.”
“Personalization is
the phase two that
never comes.”
“We want a 360-degree
view of our customer
across all of our digital
channels.”
“We will deliver the right
information to the right
person at the right time.”
“Our organization is
customer obsessed. We
want to differentiate on
experience.”

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“While 83% of marketers
say creating buyer-centric
content is a priority, only
23% claim to be at
advanced state of this
transition.”
The Saying vs. Doing Gap

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The Age of the Customer
@jeffcram | @ISITE_Design

14. aBusiness CustomerExperience

15. aBusiness CustomerDigital
Experience

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Connecting
platforms &
channels
@jeffcram | @ISITE_Design

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Digital is too often a word that divides.
Strategy, design, technology and culture
must be connected across insight and
execution.

19. aFinding and fixing the cracks
in your digital experiences*
* SO EVERYTHING IS AWESOME!

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Source: http://www.servicedesigntools.org/tools/8

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Source: Adaptive Path
@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design

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@jeffcram | @ISITE_Design

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We need a different type of
map for making digital
experiences work

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Prof. Dr. Michael Erlhoff
Service design is the activity of planning and
organizing people, infrastructure,
communication and material components of
a service in order to improve its quality and
the interaction between service provider and
customers.
@jeffcram | @ISITE_Design

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Source: Cooper (http://www.cooper.com/journal/2014/8/service-blueprints-laying-the-foundation)
The Anatomy of a Service Blueprint
@jeffcram | @ISITE_Design

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Digital Experience
Maps can connect
people, content,
processes, platforms,
and outcomes. CONTENT
Brand
Tone
Message
Structure

28. aCONTENT
Brand
Tone
Message
Structure
Frontstage
Backstage

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@jeffcram | @ISITE_Design

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• 200+ products
• Five separate business units
• Moving to centralized CMS
• Expanding global footprint
• Inconsistent brand story
• Too product-centric
• Cumbersome user experience
• Lacking content direction
The Organization Challenges
@jeffcram | @ISITE_Design

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13 Languages
30 Segments
262 Products
1,800+ PDFs
10,000+ Pages
Embracing the Scale
@jeffcram | @ISITE_Design

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Wrangling the Content

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Aligning Content to Personas
@jeffcram | @ISITE_Design

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Defining Content Components

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You’re not launching a website;
you’re launching a hypothesis.
Then you test and optimize.
Mark Fries, BMC Software
@jeffcram | @ISITE_Design

36. aCONTENT
Brand
Tone
Message
Structure
Gatum Ramdurai
Google Creative Lab
“The more digital we
get, the more human
we must be.”

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Thank You
Delight 2015
October 5-6: Portland, Oregon
www.delight.us/conference
Jeff Cram
Co-founder, ISITE Design
617-401-2295
jcram@isitedesign.com
ISITE Design
www.isitedesign.com
CMS Myth
www.cmsmyth.com
@jeffcram | @ISITE_Design