TAKING BACK STRATEGY
@KEVINMRYAN
MOTIVITY MARKETING, INC.
Rethink
Probable
MOTIVITY
3
MOTIVITY MARKETING, INC.
CONTRIBUTION
4
DISCUSSION
5
What’s going to make it better?
What’s right?
What’s wrong with it?
What got us here?
6
MOTIVITY MARKETING, INC.
What got us here?
7
MOTIVITY MARKETING, INC.
8
Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better
GR...
9
MOTIVITY MARKETING, INC.
GRAPHIC SOURCE: ZUUM SOCIAL
CMO’S & TECHNOLOGY
 Social media &
analytics top
priorities in
deployment
“We are redirecting
money from advertising
to d...
EXPERIENCE
 Customers viewed as targets first, advocates second
Source URL: http://nyti.ms/13ZCdQB http://onforb.es/xahmzo
MARKETING ANALYTICS SPENDING
 Labor remains the single biggest budget item
Source URL: http://gtnr.it/1aDdTve
MASS TRANSIT
 Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve
MASS TRANSIT
 Strategy is a vestigial tail
Source URL: http://gtnr.it/1aDdTve
15
MOTIVITY MARKETING, INC.
What’s wrong with it?
16
MOTIVITY MARKETING, INC.
17
MOTIVITY MARKETING, INC.
Brand Control
Your Message:
18
Brand Control
My Message:
19
EXPERIENCE
 Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H
21
MOTIVITY MARKETING, INC.
What’s right?
22
MOTIVITY MARKETING, INC.
RESOURCES
Cross divisional leadership
Internal team champions
Soften departmental borders
Maintain vertical expertise
Budg...
PARTNER SELECTION
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs
Commu...
25
MOTIVITY MARKETING, INC.
What’s going to make it better?
26
MOTIVITY MARKETING, INC.
What’s going to make it better?
ADVICE
Find connections
Build tech around people
Don’t build tech to avoid people
ADVICE
Data isn’t people
Automation isn’t strategy
Don’t panic
BUY MY BOOK
YOU’RE WELCOME!
Contact:
www.motivitymarketing.com
info@MotivityMarketing.com
BREAK
summit sessions continue @ 10:55 am
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Why Marketing Automation Does Not Equal Strategy by Kevin Ryan

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Searchengineland.Com Summit Session #Smx - Automation (Does Not Equal) Strategy (Or, A Tool Box Does Not A Cabinet Make) Presentation By Kevin Ryan @Kevinmryan Of Motivity Marketing

Read articles about search marketing by Kevin Ryan at http://marketingland.com

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Why Marketing Automation Does Not Equal Strategy by Kevin Ryan

  1. 1. TAKING BACK STRATEGY @KEVINMRYAN MOTIVITY MARKETING, INC. Rethink Probable
  2. 2. MOTIVITY 3 MOTIVITY MARKETING, INC.
  3. 3. CONTRIBUTION 4
  4. 4. DISCUSSION 5 What’s going to make it better? What’s right? What’s wrong with it? What got us here?
  5. 5. 6 MOTIVITY MARKETING, INC. What got us here?
  6. 6. 7 MOTIVITY MARKETING, INC.
  7. 7. 8 Marketing Automation: An enabling technology that allows us to remove people so we can communicate with people better GRAPHIC SOURCE: ZUUM SOCIAL
  8. 8. 9 MOTIVITY MARKETING, INC. GRAPHIC SOURCE: ZUUM SOCIAL
  9. 9. CMO’S & TECHNOLOGY  Social media & analytics top priorities in deployment “We are redirecting money from advertising to develop and build CRM systems,” Source URL: http://ibm.co/mPno3H
  10. 10. EXPERIENCE  Customers viewed as targets first, advocates second Source URL: http://nyti.ms/13ZCdQB http://onforb.es/xahmzo
  11. 11. MARKETING ANALYTICS SPENDING  Labor remains the single biggest budget item Source URL: http://gtnr.it/1aDdTve
  12. 12. MASS TRANSIT  Moving people and data is a complicated process Source URL: http://gtnr.it/1aDdTve
  13. 13. MASS TRANSIT  Strategy is a vestigial tail Source URL: http://gtnr.it/1aDdTve
  14. 14. 15 MOTIVITY MARKETING, INC. What’s wrong with it?
  15. 15. 16 MOTIVITY MARKETING, INC.
  16. 16. 17 MOTIVITY MARKETING, INC.
  17. 17. Brand Control Your Message: 18
  18. 18. Brand Control My Message: 19
  19. 19. EXPERIENCE  Customers viewed as targets first, advocates second Source URL: http://ibm.co/mPno3H
  20. 20. 21 MOTIVITY MARKETING, INC. What’s right?
  21. 21. 22 MOTIVITY MARKETING, INC.
  22. 22. RESOURCES Cross divisional leadership Internal team champions Soften departmental borders Maintain vertical expertise Budget to build team, community & knowledge
  23. 23. PARTNER SELECTION Industry knowledge Channel knowledge Tactical capabilities Flexible processes Capabilities & needs Communication & reporting Thought leadership
  24. 24. 25 MOTIVITY MARKETING, INC. What’s going to make it better?
  25. 25. 26 MOTIVITY MARKETING, INC. What’s going to make it better?
  26. 26. ADVICE Find connections Build tech around people Don’t build tech to avoid people
  27. 27. ADVICE Data isn’t people Automation isn’t strategy Don’t panic
  28. 28. BUY MY BOOK
  29. 29. YOU’RE WELCOME! Contact: www.motivitymarketing.com info@MotivityMarketing.com
  30. 30. BREAK summit sessions continue @ 10:55 am

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