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Unsummit 5


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Unsummit 5

  1. 1. First, it has to work!<br />Challenge of complex marketing technology in the enterprise and opportunities it presents<br />Vanessa Bright @Vanessa_Bright June 18, 2011 <br />
  2. 2. Marketer’s struggle<br />2<br />
  3. 3. Marketing technology a decade ago<br />Marketing direct <br />technology responsibility<br />English Grammar?<br />3<br />
  4. 4. Marketing technology today<br />Marketing direct <br />technology responsibility<br />Automation/<br />Email<br />CRM<br />CMS<br />Web <br />Analytics<br />Whatever comes next<br />4<br />
  5. 5. Marketing and technology - challenges<br />Skill set<br />Marketing operations<br />Marketing technology infrastructure<br />Recognizing new technologies<br />Implementing new technologies<br />Integrating new technologies with existing ones (and home-grown systems if necessary)<br />5<br />
  6. 6. Marketing and technology - issues<br />Lead scoring<br />Marketing automation<br />Email<br />SEO<br />CMS<br />CRM<br />PPC<br />General complexity<br />Role of the IT<br />Compatibility<br />Setup<br />Customization<br />Knowledge<br />Users (willingness to use)<br />Analytics<br />6<br />
  7. 7. How is the industry handling these challenges?<br /> The industry is just discovering the issue; very often companies:<br />Avoid new marketing technology<br />Use technologies in silos and compensate with data entry<br />Use the technology, but only 5% of capacity while paying for 100%<br />7<br />
  8. 8. What can we do?<br />?<br />Using technology is a competitive advantage<br />Long term<br />CMTO?<br />Marketing technologist?<br />Short term<br />We do need to use technologies<br />Using heuristics to handle complexity<br />Wide-spread and compatible solutions<br />No extensive customization in the beginning <br />“Baby steps” that work<br />Devote time/resources to learning (it is inevitable)<br />Start selling technology use internally before it is available<br />?<br />8<br />
  9. 9. Thank you!<br />Vanessa Bright @Vanessa_Bright June 18, 2011 <br />