A brief presentation I gave at the American Marketing Association San Diego's Art of Marketing Conference in May 2012. It covers marketing platform integration, the main types of platforms, and how to boost ROI using different 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