Director of Technology Ryan Horner describes tools marketers can use and how essential it is for them to work together to create a productive digital marketing ecosystem.

1. NOV 2-4, 2016
Keeping Your Pace
Making the Modern Digital Marketing
Ecosystem Work For You

2. NOV 2-4, 2016
Ryan Horner
@4RyanHorner

3. NOV 2-4, 2016
Power of Digital to Transform Marketing
Externally
From Broadcast
Marketing to All
To Tailored
Experiences
Across Channels
Internally
From Disconnected
Sales & Marketing
Efforts
To a Seamless
Handoff with a
Single View of the
Customer

4. NOV 2-4, 2016
The Modern Digital Marketing Ecosystem
CRM
Email /
MA
CMS
Analytics
Web Mobile
Web Desktop
Blog
Social Share
Phone Calls
ConferencesDirect Emails
Marketing Emails
Subscribes
Engagement

5. NOV 2-4, 2016
A Powerful Vision Unrealized
Challenges
Trying to Build it
All in One
Expensive
Project
Overwhelming
Options /
Confusion
Expecting
Prepackaged
Solutions to
Solve All
Problems Lacking ROI
Understanding /
Leadership Buy
In
Technology /
Team Silos

6. NOV 2-4, 2016
Towards a Powerful Vision
Solutions
Start Small
Learn & Adapt
Simplify the
Marketing
Landscape
Build the
Ecosystem as
your own
Product
Prove MROI
through Small
Steps
Share Narrative
and Small
Successes

7. NOV 2-4, 2016
A Way Forward
For each component and integration understand:
§ Goals
§ Use Cases
§ Technologies
§ Tips
Learn what's possible and simple steps
to continually improve your marketing
ecosystem

8. NOV 2-4, 2016
Identity Discovery
§ The Web is anonymous
§ To connect systems we need Email
– Web Forms
– Email Newsletters / Thought Leadership
Email Clicks
CRM
Email
/
MA
CMS
Analytics

9. NOV 2-4, 2016
Integrating CRM to CMS
Goal
What CRM data allows us to personalize our website experience?
CRM
Email
/
MA
CMS
Analytics
Integration Technology
CMS data models and unique business rules require a custom
integration
Title /
Department
Industry
Company
Size
Location
Existing
customer
CRM list
segments
Lead
Nurturing
State*
Microsoft CRM
/ LinkedIn
Data*
Use Cases

10. NOV 2-4, 2016
CMS Personalization
§ Tips
– Start on High Visit Page, i.e. Home Page
– Component – Condition – Content
– Greentarget Research
• B2B buyers expect a tailored experience
• Case studies with results for their industry
CRM
Email
/
MA
CMS
Analytics
§ Technologies
– Sitecore
– Optimizely / Google Optimize
– DemandBase

11. NOV 2-4, 2016
Integrating CMS to CRM
Goal
What web activity would improve our sales efforts?
CRM
Email
/
MA
CMS
Analytics
Integration Technology
– CMS data models and unique business rules require a
custom integration
– CRM Tracking JS & CRM Alerts
Count Web
Pages / Visits
Last Web Visit
Search
Queries
Event
Registration
PDF
Downloads
Webinars /
Podcasts
Blog Site
Visits
Social Shares
(Advocates)
User
Personas*
Use Cases

12. NOV 2-4, 2016
Email, MA and CMS ConvergenceCapabilityTechnology
HubSpot, Eloqua, Marketo, Act-On
Sitecore, Adobe CQ
Exact Target, Vuture, Constant Contact
Email Tools
Marketing Automation Web CMS
§ Contact List Mgmt.
§ Email Delivery
§ Email Analytics
§ Email + Landing Pages /
Web Forms
§ Lead Nurture / Scoring
§ Channel Workflow
§ Rich Data Models
§ Enterprise
Workflows
§ Complex Pages

13. NOV 2-4, 2016
MA and CMS Tips
§ Sitecore
– Big benefits having integrated MA & Web functionality
– More powerful and customizable
– But less out of box functionality
§ MA tools
– More functionality out of the box
– But less customization to your unique needs
– Can still make sense to start using separate MA tool with Sitecore
§ Tips
– Some MA tools do integrate with CRM directly and share web
visits through JS tags
– Rapid change and consolidation requires hesitation when deeply
embedded in one MA product
CRM
Email
/
MA
CMS
Analytics

14. NOV 2-4, 2016
Essential Analytics
CRM
Email
/
MA
CMS
Analytics
Goal
– Know what’s working and what we can improve
– Overcome HiPPO
Tips
– Avoid a universal dashboard (PowerBI, BlueKai, Krux)
across tools
• Different products have different use cases
• Share insightful marketing goals & outcomes instead
– Don’t just turn it on, but configure for each tool
• Identify Goals, Establish Key Metrics, Measure Results, Optimize
Performance

15. NOV 2-4, 2016
Process and Organizational Structure
Process
• Avoid Monolithic
Projects
• Continual Adaption
and Improvement
• Internal User
Experience and
Communication
Structure
• Siloed Groups
Creates Siloed
Tools
• Senior Buy In
Skills
• Analytics
• Specific Tool
Expertise
Champions to
understand and
push advanced MA,
CMS

16. NOV 2-4, 2016
So, What Now?
Understand
• The capability
to create your
marketing
ecosystem
Start Small
• Think big, but
implement
incrementally
Get Buy-In
• Use small
successes to
show MROI
Iterate
• Create
program to
continually
improve your
ecosystem
To Tailored Experiences Across
Channels
To a Seamless Handoff with a
Single View of the Customer
Delivering Modern Marketing Capabilities

17. NOV 2-4, 2016
Further Reading
§ Hacking Marketing by Scott Brinker
– “A must-read operating manual for CMOs who
want to lead in the digital age” - Bain
– www.chiefmartec.com
§ Marketo Definitive Guides
– https://www.marketo.com/resources/

18. NOV 2-4, 2016
Keeping Your Pace
Making the Modern Digital Marketing
Ecosystem Work For You