Aligning Technology Stack and Content for Digital Transformation

•

0 likes•262 views

We will explore the steps that McKesson has taken on their digital transformation journey, from building their martech stack and getting buy-in from multiple stakeholders to acquiring technology and showing how content/marketing activities affect the bottom line. Eric Herman, Director, Brand Partnerships, Skyword Omar Al-Sinjari, Senior Manager, Digital Marketing Operations and Technology, McKesson

Marketing

#forward17 »
Aligning Technology Stack and Content for
Digital Transforma8on

#forward17 » 3
Hello!
I am Omar Al-Sinjari
Senior Manager, Marke-ng
Opera-ons and Technology at
McKesson Corporate

#forward17 » #forward17 »
•  McKesson is a market leader in Pharmaceu6cal Distribu6on,
Medical-Surgical Supplies, and Pharmacy Automa6on
•  Currently #5 on Fortune 500 list

What is McKesson?
4

#forward17 » #forward17 »
•  Crea6ng ineﬃciencies and slowing McKesson’s ability to connect
with customers
•  Increased our overall costs and reduced our ability to adapt to
changes in our market
•  Looked at exis6ng systems and found opportuni6es to focus on
technology partners along with consolida6on
Challenges: Siloed and Complex Systems
5

#forward17 » #forward17 »
•  Digital is new normal – No longer “Digital Marke6ng” it’s
“Marke6ng”
•  Everyone is adop6ng digital – because it’s what your customers
expect
•  Low internal collabora6on due to complex organiza6on structure
•  Many new opportuni6es are available due to digital marke6ng

Need: Digital TransformaLon
6

#forward17 » #forward17 »
•  Shape a vision to help steer the change eﬀort and develop
strategic ini6a6ves to achieve that vision
•  Vision could be verbal and unoﬃcial
•  Build and sell a business case to create urgency and gather a
coali6on
•  Deﬁne a roadmap

Process: Form a Strategic Vision and IniLaLves
8

#forward17 » #forward17 »
•  People
•  Projects
•  Processes
•  Customer Journey and Personas
•  Technology

Key Takeaways: It’s Not Just About the Technology
9

#forward17 » #forward17 »
•  Marke6ng Automa6on
•  CRM
•  Content Marke6ng Pla[orm
•  Op6miza6on, Personaliza6on, and Tes6ng
•  Marke6ng Analy6cs and A]ribu6on

Key Takeaways: Stay Revenue Focused
12

#forward17 » #forward17 »
•  Content is what fuels the marke6ng revenue engine
•  What drives your TOFU, MOFU, and BOFU?
•  Aligning your MarTech stack to how you ul6mately deliver
content

Key takeaways: Content, Content, and More Content
13

#forward17 » #forward17 »
1.  Open Forward mobile app
2.  Navigate to session
3.  Click “Take Survey”
Your Feedback Needed
15

Machine Learning and the Human Endeavor: How AI is Being Applied to the Futur...

Skyword Inc.

Every marketer wants to be a leader in their industry; they want to be creating trends, not following them. How do you accomplish that with content? It takes the perfect fusion of industry expertise, research, and creative thinking to be innovative. This session will examine what goes into becoming a true thought leader. We’ll unpack how marketers can challenge themselves to shake up the status quo and think bigger—and how expert contributors leverage their personal passions and experience to deliver stories that exceed their clients’ expectations. Casey Nobile, Editorial Director, Skyword Molly Berry, Community Manager, Skyword Ray Hainer, Senior Director, Content Services, Skyword Kyle Harper, Digital Marketer, Freelance Writer Pam Jones, World Wide Digital Marketing Strategist, IBM

Creating Trends, Not Just Following Them: How IBM & Other Top Brands Have Ear...

Skyword Inc.

When you’re a writer in content marketing, you constantly hear that you need to follow content creation guidelines and brand voice and tone. But what if a brand is looking to create a publication with individual and unique voices throughout? We will discuss how writers can cultivate their voice while still giving clients what they need to help brands create true publications. Tom Hardej, Editorial Director, Skyword Ben Chamas, Senior Editorial Manager, Skyword Laurie Mega, Content Director, FEN Learning Liz Alton, Skyword Contributor

Cultivating Your Individual Voice: When a Publication Looks Beyond Brand Tone

Skyword Inc.

Combine the power of Skyword’s technology with a white glove services team, and what do you get? Unprecedented content marketing genius. Take your marketing strategy to the next level. We’ll ensure you get more comfortable with the Skyword Platform by learning the tricks and tools to capitalize on to kickstart your content marketing strategy. Megan Menesale, Director, Product Marketing, Skyword Jim Fisher, Product Manager, Skyword Marc Wasserman, Customer Success Manager, Skyword Allie Chartoff, Director, Content Services, Skyword

Skyword Platform Tips & Tricks: Content Marketing Made Easier

Skyword Inc.

A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience’s attention, we must deliver the right content, to the right people, at the right time in their journey. Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. During this session, Mary Ward, Vice President of Account Services at ion interactive, will showcase real-world examples of interactive content success at each stage of the buyer’s journey. Mary Ward, VP of Account Services, Ion Interactive

How to Use Interactive Content to Tell Your Story & Accelerate the Buyer’s Jo...

Skyword Inc.

As brands forge ahead with content marketing programs, many fail to go beyond the surface when it comes to brand storytelling, limiting their ability to embrace story at the core. In order to push your organization to the future and remain ahead of the competition, you need to focus your energy on creating a story-centric marketing culture. Reuben Staines, Senior Director, Content Marketing, Samsung Mandi Tompkins, Director of Content Services, Skyword

Content Choreography: An Inside Look at Samsung’s Omni-Channel Content Program

Skyword Inc.

When you spend so much time investing in your content creation process, it can be easy to lose sight of the end goal. A successful content strategy must be able to measure it’s worth by tracking the new leads coming in, as well as audience engagement. In order to own your audience, you have to first figure out how they interact with your content. During the webinar, he will discuss key factors to content marketing success including how to: -Define your mission statement -Track your buyer's journey -Identify key KPIs Don’t just hear him speak during the webinar. Secure your seat to see him at Forward by registering for our conference from June 22nd-23rd (http://www.skyword.com/forward/). Use the promo code 100_off to get 20% off your ticket.

Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by...

Skyword Inc.

With traditional advertising on the decline, brands are looking for new ways to engage their audiences. A recent study by Skyword and Researchscape International found that 40 percent of enterprise marketers have expanded their content marketing, and 47 percent have invested in analytics technology over the past year. Join Skyword’s own Content Standard team, Tricia Travaline, Chief Marketing Officer, Ted Karczewski, Managing Editor of the Content Standard, and Adam Vavrek, Director of Marketing Operations, to learn how they transformed their own model to focus on proving the ROI of brand storytelling. Discover how the team: Engages its audience across channels Uses content performance to influence its editorial calendar Follows its audience from first touch point through to conversion

Transforming the Content Standard by Skyword

Skyword Inc.

More from Skyword Inc. (20)

Skyword360 Product Webinar — November 15, 2018

Skyword and TrackMaven Join Forces: Webinar with the Founders Tom Gerace and ...

Connecting with Content: Building Brand and Demand Through Content Strategy

Keeping Up with the Algorithms: SEO Best Practices from Skyword [Webinar Slides]

Enterprise Planning and Streamlined Navigation from Skyword [Webinar]

Inspiring Trust and Transparency: Skyword's Compliance with GDPR [Webinar]

Master the Art of Story for Business [Webinar with Robert McKee]

Inside the Content Marketing Continuum [Webinar Slides]

Brands and Their Contributors: Working Together to Build a Cohesive Social M...

The Content Marketing Death Spiral

Reimagining the Patient Experience: Content Marketing & Digital Experience De...

Beers with Engineers: Getting a Firsthand Look at Skyword’s Product Vision

Machine Learning and the Human Endeavor: How AI is Being Applied to the Futur...

Creating Trends, Not Just Following Them: How IBM & Other Top Brands Have Ear...

Cultivating Your Individual Voice: When a Publication Looks Beyond Brand Tone

Skyword Platform Tips & Tricks: Content Marketing Made Easier

How to Use Interactive Content to Tell Your Story & Accelerate the Buyer’s Jo...

Content Choreography: An Inside Look at Samsung’s Omni-Channel Content Program

Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by...

Transforming the Content Standard by Skyword

Recently uploaded

Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...

Macromator Inc.

Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx

IngridSelk

Welcome to Ardency Elite, where sophistication meets practicality. Our catalog showcases a meticulously curated selection of lifestyle essentials designed to enhance every aspect of your journey. From premium travel accessories to stylish apparel and delightful toys for toddlers, Ardency Elite offers unparalleled comfort, style, and functionality. Dive into our catalog and elevate your lifestyle with Ardency Elite today.

Discover Ardency Elite: Elevate Your Lifestyle

My Heart Throw Pillow

Abortion Clinic in Alberton+27791653574 WhatsApp Abortion Clinic Services in Alberton. For both Medical And Surgical Procedures, Mifepristone Plus Misoprostol Pills. Boon Now. Fourways Bryanston Rivonia Woodmead Morningside Sunninghill Same day services Call Today +27791653574 or email us Same day abortion clinic with abortions pills at the Alberton Womens Clinic. Our safe abortions pills ensure pain free legal abortion, Medical abortion, u can also find our Abortion Clinic in Alberton & Abortion Alberton . Order the pregnancy termination abortion pills at Abortion clinic in Alberton Abortion Pills in Alberton +27791653574 Safest abortion techniques offered at Alberton women's clinic. RU-486, Non-Surgical Abortion Pill, morning after pill At the Abortion Clinic Alberton we offer safe abortions pills, No prescription is required & we ship worldwide, The abortions pill is the safest method to have an abortion for women both physically and psychologically. Legal abortion clinic in Alberton Induced abortions using abortion pills have been successfully used for abortion for the past 30 years, Get a legal abortion at the Abortions Clinic one of UAE most professional Legal Abortions Clinics Abortion pills in Alberton The abortion pill can be used for abortion for pregnancies of 7 -12 weeks. Many women are not aware that there is a non-surgical, medical abortion option for women over the age of 18 at the Alberton Abortions Clinic using abortion pills or pregnancy termination pill. Abortion Clinic in Alberton & surrounding areas with Dr ray a qualified medical doctor who has a support team of experienced nurses for safe & legal abortion services Same day abortion, The Abortions Clinic gives you same day, pain free, legal pregnancy termination pills delivered same day nationwide WHAT ARE THESE PILLS? The pills should not be confused with the morning after pills as they are intended to be used with in 3 to 5 days of intercourse. These pills are the most approved pregnancy termination pills in Alberton and they can only be prescribed by a medical Doctor. ARE THESE PILL SAFE? The pill is usually safer than surgical abortion but should only be considered in the first 12 weeks of pregnancy. Like any procedure, the use of abortion pills can result in complications but if used under the supervision of a medical Doctor, the chances of complications are greatly reduced. Your Doctor will be best suited to handle any complications should they arise. Order the pregnancy termination abortion pills at +27791653574 WhatsApp

Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...

mikehavy0

Saudi Arabia [ Abortion pills) Jeddah/riaydh/dammam/+918761049707☎️] cytotec tablets uses abortion pills 💊💊 How effective is the abortion pill? 💊💊 +918761049707) "Abortion pills in Jeddah" how to get cytotec tablets in Riyadh " Abortion pills in dammam*💊💊 The abortion pill is very effective. If you’re taking mifepristone and misoprostol, it depends on how far along the pregnancy is, and how many doses of medicine you take:💊💊 +918761049707) how to buy cytotec pills At 8 weeks pregnant or less, it works about 94-98% of the time. +918761049707[ 💊💊💊 At 8-9 weeks pregnant, it works about 94-96% of the time. +918761049707) At 9-10 weeks pregnant, it works about 91-93% of the time. +918761049707)💊💊 If you take an extra dose of misoprostol, it works about 99% of the time. At 10-11 weeks pregnant, it works about 87% of the time. +918761049707) If you take an extra dose of misoprostol, it works about 98% of the time. In general, taking both mifepristone and+918761049707 misoprostol works a bit better than taking misoprostol only. +918761049707 Taking misoprostol alone works to end the+918761049707 pregnancy about 85-95% of the time — depending on how far along the+918761049707 pregnancy is and how you take the medicine. +918761049707 The abortion pill usually works, but if it doesn’t, you can take more medicine or have an in-clinic abortion. +918761049707 When can I take the abortion pill?+918761049707 In general, you can have a medication abortion up to 77 days (11 weeks)+918761049707 after the first day of your last period. If it’s been 78 days or more since the first day of your last+918761049707period, you can have an in-clinic abortion to end your pregnancy.+918761049707 Why do people choose the abortion pill? Which kind of abortion you choose all depends on your personal+918761049707preference and situation. With+918761049707medication+918761049707 abortion, some people like that you don’t need to have a procedure in a doctor’s office. You can have your medication abortion on your own+918761049707schedule, at home or in another comfortable place that you choose.+918761049707 You get to decide who you want to be with during your abortion, or you can go it alone. Because+918761049707medication abortion is similar to a miscarriage, many people feel like it’s more “natural” and less invasive. And some+918761049707 people may not have an in-clinic abortion provider close by, so abortion pills are more available to+918761049707 them. +918761049707 Your doctor, nurse, or health center staff can help you decide which kind of abortion is best for you. More questions from patients: Saudi Arabia+918761049707 CYTOTEC Misoprostol Tablets. Misoprostol is a medication that can prevent stomach ulcers if you also take NSAID medications. It reduces the amount of acid in your stomach, which protects your stomach lining. The brand name of this medication is Cytotec®️.+918761049707) Unwanted Kit is a combination of two medicines, which is used fo

Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...

ahmedjiabur940

Affiliate Marketing is a dynamic and lucrative method of earning income online, where individuals or businesses promote products or services and receive a commission for each sale, lead, or action generated through their referral. At its core, affiliate marketing operates on the principle of revenue sharing, where merchants reward affiliates for driving traffic or sales to their business. Understanding the Basics Affiliate Marketing is rooted in the concept of performance-based marketing. Instead of paying for traditional advertising methods upfront, merchants pay affiliates only when a specific action is completed, such as a sale, lead, or click. This performance-based model aligns the interests of both parties, as affiliates are incentivized to generate results for the merchants they promote. How Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and socialHow Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and social media accounts to large scale Marketing Institution

Mastering Affiliate Marketing: A Comprehensive Guide to Success

Abdulsamad Lukman

How consumers use technology and the impacts on their lives

Mathuraa

Lead generation is the process of attracting and converting potential customers into leads – individuals or organizations who have shown interest in your product or service. This involves tactics like targeted advertising, content marketing, and networking to capture the attention of potential leads and encourage them to provide their contact information or engage with your business. The ultimate goal is to nurture these leads through the sales funnel, turning them into paying customers. Effective lead generation strategies focus on understanding the needs and preferences of your target audience, offering valuable content or solutions, and building relationships to establish trust and credibility

Gain potential customers through Lead Generation

vidhyalakshmiveerapp

INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE

RicaAbellanosa

ch05.ppt Strategies in marketing channel

ahmedjaura1

Taprank - Boost your Google reviews with personalized NFC cards

Juan Pablo Ponce

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN

Cara Menggugurkan Kandungan 087776558899

Cartona.pptx. Marketing how to present your project very well , discussed a...

BeshoyFawaz1

The Art of sales from fictional characters.

Bharathi sakthi

Crypto Quantum Leap - Digital - membership area

jaynee G

Killer Packaging__Published in PrintAction

Victoria Gaitskell

Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf

Piyush Kumar

It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

[Expert Panel] New Google Shopping Ads Strategies Uncovered

Search Engine Journal

Meta unveils enhanced gen-AI tools catering tomarketers.pdf

Great India Shop Fest

Social Media Marketing Portfolio - Maharsh Benday

MaharshBenday

Recently uploaded (20)

Macro PDF - How a Global Partner Marketing Concierge Team Can Drive Channel R...

Personal Brand Exploration Selk_Ingrid_DMBS_PB1_2024-01.pptx

Discover Ardency Elite: Elevate Your Lifestyle

Abortion Clinic in Alberton +27791653574 WhatsApp Abortion Clinic Services in...

Top Abortion Clinic in Muscat +918761049707!!!!!!!!!!! Get Cytotec kit availa...

Mastering Affiliate Marketing: A Comprehensive Guide to Success

How consumers use technology and the impacts on their lives

Gain potential customers through Lead Generation

INCOME TAXATION- CHAPTER 13-A ADDITIONAL CLAIMABLE COMPENSATION EXPENSE

ch05.ppt Strategies in marketing channel

Taprank - Boost your Google reviews with personalized NFC cards

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN

Cartona.pptx. Marketing how to present your project very well , discussed a...

The Art of sales from fictional characters.

Crypto Quantum Leap - Digital - membership area

Killer Packaging__Published in PrintAction

Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf

[Expert Panel] New Google Shopping Ads Strategies Uncovered

Meta unveils enhanced gen-AI tools catering tomarketers.pdf

Social Media Marketing Portfolio - Maharsh Benday

Aligning Technology Stack and Content for Digital Transformation

1. #forward17 »

2. #forward17 » Aligning Technology Stack and Content for Digital Transforma8on

3. #forward17 » 3 Hello! I am Omar Al-Sinjari Senior Manager, Marke-ng Opera-ons and Technology at McKesson Corporate

4. #forward17 » #forward17 » •  McKesson is a market leader in Pharmaceu6cal Distribu6on, Medical-Surgical Supplies, and Pharmacy Automa6on •  Currently #5 on Fortune 500 list What is McKesson? 4

5. #forward17 » #forward17 » •  Crea6ng ineﬃciencies and slowing McKesson’s ability to connect with customers •  Increased our overall costs and reduced our ability to adapt to changes in our market •  Looked at exis6ng systems and found opportuni6es to focus on technology partners along with consolida6on Challenges: Siloed and Complex Systems 5

6. #forward17 » #forward17 » •  Digital is new normal – No longer “Digital Marke6ng” it’s “Marke6ng” •  Everyone is adop6ng digital – because it’s what your customers expect •  Low internal collabora6on due to complex organiza6on structure •  Many new opportuni6es are available due to digital marke6ng Need: Digital TransformaLon 6

7. #forward17 »

8. #forward17 » #forward17 » •  Shape a vision to help steer the change effort and develop strategic ini6a6ves to achieve that vision •  Vision could be verbal and unofficial •  Build and sell a business case to create urgency and gather a coali6on •  Define a roadmap Process: Form a Strategic Vision and IniLaLves 8

9. #forward17 » #forward17 » •  People •  Projects •  Processes •  Customer Journey and Personas •  Technology Key Takeaways: It’s Not Just About the Technology 9

10. #forward17 »

11. #forward17 »

12. #forward17 » #forward17 » •  Marke6ng Automa6on •  CRM •  Content Marke6ng Pla[orm •  Op6miza6on, Personaliza6on, and Tes6ng •  Marke6ng Analy6cs and A]ribu6on Key Takeaways: Stay Revenue Focused 12

13. #forward17 » #forward17 » •  Content is what fuels the marke6ng revenue engine •  What drives your TOFU, MOFU, and BOFU? •  Aligning your MarTech stack to how you ul6mately deliver content Key takeaways: Content, Content, and More Content 13

14. #forward17 » #forward17 » QuesLons? 14

15. #forward17 » #forward17 » 1.  Open Forward mobile app 2.  Navigate to session 3.  Click “Take Survey” Your Feedback Needed 15

Aligning Technology Stack and Content for Digital Transformation

Recommended

Recommended

More Related Content

Similar to Aligning Technology Stack and Content for Digital Transformation

Similar to Aligning Technology Stack and Content for Digital Transformation (20)

More from Skyword Inc.

More from Skyword Inc. (20)

Recently uploaded

Recently uploaded (20)

Aligning Technology Stack and Content for Digital Transformation