SlideShare a Scribd company logo
Delivering ROI
         with Marketing
           Platforms

             Growing Brands With Fans




Presented by
Rob Marlbrough, Co-Founder, CTO
Introduction &
Background                            Growing Brands With Fans

Over 15 years experience in corporate IT management,
most recently at the company that developed Apple's 2011
iPad App of the Year, managing salesforce.com, database,
and analytics integration.
A San Diego Magazine Top Tech Exec Award nominee,
founded Web Wizards Hosting and Minglestream, and now
co-founder and CTO of Fandom Marketing, a marketing
firm specializing in social media.

Say hi on twitter: @DowntownRob

Follow the brands:
@FandomMarketing, @WebWizards, @Minglestream
Marketing Platforms
Building Blocks                        Growing Brands With Fans

What makes up a well-rounded marketing system?

Core platforms and tools must work together:

 ●   Customer Relationship Management (CRM)
 ●   Analytics
 ●   Marketing Automation (MA)
 ●   Content Management System (CMS)
Marketing Platforms
Building Blocks                         Growing Brands With Fans

There are other systems that could be integrated:

 ●   Email marketing
 ●   Search
 ●   e-Commerce
 ●   Social Media
 ●   Text messaging
Marketing Platforms
Building Blocks                          Growing Brands With Fans

Each platform contributes a different value to the marketing
ecosystem

CRM is the Who.
CMS is the What.
Analytics is the How.
MA is the Why.
Marketing Platforms
CRM is the Who                      Growing Brands With Fans

Traditional CRM: collects
detailed demographic and
transaction data about
prospects and customers.

Social CRM: Exploring how to
capture social, web site visitor,
and other data to analyze and
measure behavior, deliver
personalized content matching
individual interests.
Marketing Platforms
Analytics is the How             Growing Brands With Fans

Typical analytics track and
then measure how your
prospects and customers are
engaging with your platforms.

With today's tools like Google
Analytics, you can track and
measure individual paths,
create automated responses
to those paths, and deliver
dynamic content based on
patterns.
Marketing Platforms
Automation is the Why          Growing Brands With Fans

Marketing automation can be
used to deliver content that
targets why prospects
engaged with your platforms,
help build ongoing
relationships.
Marketing Platforms
CMS is the What               Growing Brands With Fans

A CMS is the core of
publishing content: add,
revise, approve, publish.

Today's CMS systems add
automation including
distribution, search engine
optimization (SEO), social
media, mobile, email,
syndication, and more.
Marketing Platforms
CMS is the What             Growing Brands With Fans

The fastest growing CMS
is Wordpress.

Started as a blogging
platform, it now powers
49% of the top tech web
sites including Mashable,
TechCrunch, etc.

Community driven, with
over 19,000 plugins.
Marketing Platforms
Delivering the ROI            Growing Brands With Fans

ROI can be boosted in a
few ways:
 ● increasing efficiency =
   increased results for
   the same spend
 ● decreasing costs =
   same results for less
   spend

 ●   increasing efficiency
     and decreasing costs =
     increased results AND
     less spend
Marketing Platforms
Delivering the ROI                 Growing Brands With Fans

Using scalable open source
software can bring the biggest
boost to ROI.

It can increase efficiency
through automation and
scalability.

It can save thousands of dollars
in licensing fees.

It's not for everyone. It takes
trust, skill, and guts.
Marketing Platforms
Delivering the ROI                 Growing Brands With Fans

A safer hybrid approach:

Choose marketing platforms
that have license-free options
but sell enterprise support, and
phase out their support over 1-2
years, developing or hiring
expertise in-house.

Win, win, win.
Marketing Platforms
Delivering the ROI              Growing Brands With Fans

ROI-boosting platforms of
choice:

CRM: Sugar CRM
CMS: Wordpress Core
Automation: Wordpress plugins
Analytics: Google Analytics

Bonus platforms:
For email: Mailchimp
For social: Sprout Social
Marketing Platforms
Making the Transition                  Growing Brands With Fans

Started with:
 ● Salesforce ($56K annually)
 ● Boomi database integration platform ($20K annually)
 ● custom licensing platform
 ● custom e-commerce
 ● custom CMS

Transition to:
 ● Sugar CRM
 ● Wordpress for web site CMS, and e-Commerce
 ● stand-alone licensing service (API) distributes keys
 ● Saving $76K annually, simplified, more reliable system
Marketing Platforms
More Information                                    Growing Brands With Fans

Resources with more information:

Wordpress and marketing platform independence:
http://www.building43.com/blogs/2011/01/26/marketing-platform-independence/


Developing a Content Marketing Platform:
http://www.clickz.com/clickz/column/2173985/developing-operating-content-
marketing-platforms?utm_source=twitterfeed&utm_medium=twitter


22 Social Media Marketing Platforms
http://www.toprankblog.com/2010/09/22-social-media-marketing-management-
tools/
Any questions?



        Growing Brands With Fans



  Web: fandommarketing.com
  Twitter: @FandomMarketing
Email: rob@fandommarketing.com

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Delivering ROI with Marketing Platforms

  • 1. Delivering ROI with Marketing Platforms Growing Brands With Fans Presented by Rob Marlbrough, Co-Founder, CTO
  • 2. Introduction & Background Growing Brands With Fans Over 15 years experience in corporate IT management, most recently at the company that developed Apple's 2011 iPad App of the Year, managing salesforce.com, database, and analytics integration. A San Diego Magazine Top Tech Exec Award nominee, founded Web Wizards Hosting and Minglestream, and now co-founder and CTO of Fandom Marketing, a marketing firm specializing in social media. Say hi on twitter: @DowntownRob Follow the brands: @FandomMarketing, @WebWizards, @Minglestream
  • 3. Marketing Platforms Building Blocks Growing Brands With Fans What makes up a well-rounded marketing system? Core platforms and tools must work together: ● Customer Relationship Management (CRM) ● Analytics ● Marketing Automation (MA) ● Content Management System (CMS)
  • 4. Marketing Platforms Building Blocks Growing Brands With Fans There are other systems that could be integrated: ● Email marketing ● Search ● e-Commerce ● Social Media ● Text messaging
  • 5. Marketing Platforms Building Blocks Growing Brands With Fans Each platform contributes a different value to the marketing ecosystem CRM is the Who. CMS is the What. Analytics is the How. MA is the Why.
  • 6. Marketing Platforms CRM is the Who Growing Brands With Fans Traditional CRM: collects detailed demographic and transaction data about prospects and customers. Social CRM: Exploring how to capture social, web site visitor, and other data to analyze and measure behavior, deliver personalized content matching individual interests.
  • 7. Marketing Platforms Analytics is the How Growing Brands With Fans Typical analytics track and then measure how your prospects and customers are engaging with your platforms. With today's tools like Google Analytics, you can track and measure individual paths, create automated responses to those paths, and deliver dynamic content based on patterns.
  • 8. Marketing Platforms Automation is the Why Growing Brands With Fans Marketing automation can be used to deliver content that targets why prospects engaged with your platforms, help build ongoing relationships.
  • 9. Marketing Platforms CMS is the What Growing Brands With Fans A CMS is the core of publishing content: add, revise, approve, publish. Today's CMS systems add automation including distribution, search engine optimization (SEO), social media, mobile, email, syndication, and more.
  • 10. Marketing Platforms CMS is the What Growing Brands With Fans The fastest growing CMS is Wordpress. Started as a blogging platform, it now powers 49% of the top tech web sites including Mashable, TechCrunch, etc. Community driven, with over 19,000 plugins.
  • 11. Marketing Platforms Delivering the ROI Growing Brands With Fans ROI can be boosted in a few ways: ● increasing efficiency = increased results for the same spend ● decreasing costs = same results for less spend ● increasing efficiency and decreasing costs = increased results AND less spend
  • 12. Marketing Platforms Delivering the ROI Growing Brands With Fans Using scalable open source software can bring the biggest boost to ROI. It can increase efficiency through automation and scalability. It can save thousands of dollars in licensing fees. It's not for everyone. It takes trust, skill, and guts.
  • 13. Marketing Platforms Delivering the ROI Growing Brands With Fans A safer hybrid approach: Choose marketing platforms that have license-free options but sell enterprise support, and phase out their support over 1-2 years, developing or hiring expertise in-house. Win, win, win.
  • 14. Marketing Platforms Delivering the ROI Growing Brands With Fans ROI-boosting platforms of choice: CRM: Sugar CRM CMS: Wordpress Core Automation: Wordpress plugins Analytics: Google Analytics Bonus platforms: For email: Mailchimp For social: Sprout Social
  • 15. Marketing Platforms Making the Transition Growing Brands With Fans Started with: ● Salesforce ($56K annually) ● Boomi database integration platform ($20K annually) ● custom licensing platform ● custom e-commerce ● custom CMS Transition to: ● Sugar CRM ● Wordpress for web site CMS, and e-Commerce ● stand-alone licensing service (API) distributes keys ● Saving $76K annually, simplified, more reliable system
  • 16. Marketing Platforms More Information Growing Brands With Fans Resources with more information: Wordpress and marketing platform independence: http://www.building43.com/blogs/2011/01/26/marketing-platform-independence/ Developing a Content Marketing Platform: http://www.clickz.com/clickz/column/2173985/developing-operating-content- marketing-platforms?utm_source=twitterfeed&utm_medium=twitter 22 Social Media Marketing Platforms http://www.toprankblog.com/2010/09/22-social-media-marketing-management- tools/
  • 17. Any questions? Growing Brands With Fans Web: fandommarketing.com Twitter: @FandomMarketing Email: rob@fandommarketing.com