Exciting marketing technology solutions are released every month with innovative features and advanced capabilities. Unfortunately, integrating new solutions to an already complex martech stack can feel overwhelming and make it even more difficult to achieve your desired outcomes. In this session, learn about the three dimensions of martech strategy to create a streamlined model for success.
There has been an important shift within the marketing department of organizations because of the use of technology. R2i's Director of Marketing, Natalie Staines, explains why it's something we've been watching for and how the role of the CMO is changing and what they will need to be successful within this new landscape in this years CMO Summit Webinar.
#MME15: How Mintigo, the Leading Predictive Marketing Platform for Enterprise...Mintigo1
Oracle Modern Marketing Experience 2015
Keynote Presentation
Description:
Is your demand generation machine broken? Are your goals unattainable with current conversion metrics? Is Sales demanding more leads and better leads? Is your budget shrinking but your goals are growing? If this sounds like you, don’t miss learning how Mintigo fixed Seagate’s demand gen machine and made the unattainable goal, attainable.
Presented by:
- Dr.Jacob Shama, CEO and Co-Founder, Mintigo
- Michael de la Torre, Sr. Director of Demand Generation, Seagate
Pardot implementation: Preparing for a Pardot implementation and managing you...Brainrider B2B Marketing
This document provides guidance on implementing and managing Pardot, a marketing automation platform, in the first 90 days. It outlines why to choose Pardot, how to plan a successful implementation through identifying objectives and benchmarks. The first 30 days involves setting up key Pardot and Salesforce integrations. The next 60 days focuses on setting up marketing programs to attract, nurture and qualify prospects based on priorities. Common pitfalls to avoid are also discussed.
Sitecore Dev User Group Meetup in Milwaukee - Perficient - Rick BauerRick Bauer
Hosted at Perficient Milwaukee, Rick Bauer, Stephen Tynes, Nicolas Bordeleau & Isabel Tinoco along with the Sitecore UG Meetup presented a webinar to discuss Dev & Marketing perspectives along with a Coveo 4 update.
This document contains slides from a presentation by Dr. Dave Chaffey on transforming marketing technology. The presentation discusses harnessing the right marketing technologies across the customer lifecycle, auditing current martech stacks, and using tools like analytics, personalization, and automation to improve marketing outcomes. It provides examples of how technologies like conversational interfaces, AI, and automated content can enhance marketing and recommendations for assessing skills and technology gaps.
This document provides details on Microsoft's "Analytics in a Day" workshop for partners. The workshop is a one-day, hands-on event covering data analytics pipelines using Microsoft's Azure cloud platform. It is intended to introduce customers to building a scalable modern data warehouse with Azure Synapse Analytics, Azure Databricks, and Power BI. The last few hours involve hands-on labs for customers to get started with the tools. The goal is to help customers accelerate their journey to the cloud and simplify using a modern data warehouse to power their business and insights.
This document provides guidance on preparing for marketing automation by ensuring key foundations are in place first. It emphasizes that marketing automation will magnify both efficiency and inefficiency, so the focus should be on transforming marketing, not just automating tasks. The document outlines important areas to assess and align prior to implementation, including management buy-in, processes, data, skills, personas and content. It stresses the importance of having a clear strategic plan and understanding how marketing automation can help achieve sales objectives.
There has been an important shift within the marketing department of organizations because of the use of technology. R2i's Director of Marketing, Natalie Staines, explains why it's something we've been watching for and how the role of the CMO is changing and what they will need to be successful within this new landscape in this years CMO Summit Webinar.
#MME15: How Mintigo, the Leading Predictive Marketing Platform for Enterprise...Mintigo1
Oracle Modern Marketing Experience 2015
Keynote Presentation
Description:
Is your demand generation machine broken? Are your goals unattainable with current conversion metrics? Is Sales demanding more leads and better leads? Is your budget shrinking but your goals are growing? If this sounds like you, don’t miss learning how Mintigo fixed Seagate’s demand gen machine and made the unattainable goal, attainable.
Presented by:
- Dr.Jacob Shama, CEO and Co-Founder, Mintigo
- Michael de la Torre, Sr. Director of Demand Generation, Seagate
Pardot implementation: Preparing for a Pardot implementation and managing you...Brainrider B2B Marketing
This document provides guidance on implementing and managing Pardot, a marketing automation platform, in the first 90 days. It outlines why to choose Pardot, how to plan a successful implementation through identifying objectives and benchmarks. The first 30 days involves setting up key Pardot and Salesforce integrations. The next 60 days focuses on setting up marketing programs to attract, nurture and qualify prospects based on priorities. Common pitfalls to avoid are also discussed.
Sitecore Dev User Group Meetup in Milwaukee - Perficient - Rick BauerRick Bauer
Hosted at Perficient Milwaukee, Rick Bauer, Stephen Tynes, Nicolas Bordeleau & Isabel Tinoco along with the Sitecore UG Meetup presented a webinar to discuss Dev & Marketing perspectives along with a Coveo 4 update.
This document contains slides from a presentation by Dr. Dave Chaffey on transforming marketing technology. The presentation discusses harnessing the right marketing technologies across the customer lifecycle, auditing current martech stacks, and using tools like analytics, personalization, and automation to improve marketing outcomes. It provides examples of how technologies like conversational interfaces, AI, and automated content can enhance marketing and recommendations for assessing skills and technology gaps.
This document provides details on Microsoft's "Analytics in a Day" workshop for partners. The workshop is a one-day, hands-on event covering data analytics pipelines using Microsoft's Azure cloud platform. It is intended to introduce customers to building a scalable modern data warehouse with Azure Synapse Analytics, Azure Databricks, and Power BI. The last few hours involve hands-on labs for customers to get started with the tools. The goal is to help customers accelerate their journey to the cloud and simplify using a modern data warehouse to power their business and insights.
This document provides guidance on preparing for marketing automation by ensuring key foundations are in place first. It emphasizes that marketing automation will magnify both efficiency and inefficiency, so the focus should be on transforming marketing, not just automating tasks. The document outlines important areas to assess and align prior to implementation, including management buy-in, processes, data, skills, personas and content. It stresses the importance of having a clear strategic plan and understanding how marketing automation can help achieve sales objectives.
How to Turn Raw Data into Product Revenue by Retrofit PMProduct School
Most companies have a goldmine of data, yet lack the ability to know what to do with it. In this talk, Monica shared perspective on how to evaluate data, package it, and turn it in to additional revenue streams.
Main takeaways:
- Identify use cases for data.
- Turn those use cases in to product offerings.
- Create a pricing model & collect revenue.
This document summarizes an upcoming B2B sales workshop. The workshop will cover topics like building and training a sales team, defining an ideal customer profile, prospecting tools and strategies, conducting discovery conversations, marketing funnel strategies, doing proofs of concept, and creating enterprise commercial proposals. Specific tools and frameworks will be discussed for various stages of the sales process for complex enterprise deals.
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...Sean Rusinko
This document discusses personalization and how to achieve full-on personalization. It begins with an introduction of the presenters and their company Verndale. It then covers trends in users, technology and personalization. The next section discusses best practices for personalization, including assessing readiness, planning, understanding users and content. Case studies of companies achieving personalization are presented, including their processes and results. The document concludes with next steps around assessing, defining goals, roadmapping and building personalized experiences.
Mobile 2 Social - 21st Century Recruiting ToolsEcom Digital
Mobile 2 Social presents information on 21st century recruiting tools and strategies. It discusses how technology enables modern recruitment by focusing on people, content, dialogue and engagement. It emphasizes that recruitment is about candidate relationship management and defining the candidate experience. The document provides recommendations for career websites, applicant tracking systems, social media use, and mobile recruiting. It also explores themes for the future of work and recruitment, such as the use of video, big data, and developing recruiters as marketeers and content specialists in a changing landscape.
Marketing automation 101 understanding marketing automation and where to get ...Mario Kyriacou
What this presentation covers:
- What is marketing automation?
- How marketing automation can improve the overall customer experience
- How automation can improve conversions and ROI
- Why automation is applicable to both B2B and B2C
- Where to get started with your own automation program
- Getting buy-in from sales and senior management
This document discusses selecting a digital platform. It begins by defining a digital platform as a solution ecosystem used for online customer acquisition, retention and engagement. It then discusses challenges in selecting a platform, including increased marketing sophistication requiring integrated capabilities, commoditization of content management systems, and the proliferation of overlapping technologies. Finally, it provides recommendations for a successful selection process, including getting educated on options, focusing on needs over features, setting up a cross-functional team, and following a proven selection methodology.
Initial steps taken include division-level "digital days" to increase awareness and prioritize initiatives. A digital governance model is needed to coordinate initiatives at division and group levels. A digital services team now provides tools, services, and support to realize digital marketing strategies and roll out the common web platform to over 50% of the group by end 2015.
The Global Marketing Center: A Crafter CMS and Alfresco Case StudyCrafter Software
This case study will present how the Global B2B Digital Marketing team in a large financial services organization replaced dozens of fragmented regional websites with a strategic, centralized global platform built with Alfresco and Crafter CMS. The solution benefits from Alfresco's content services for managing both Web content and documents, implementing workflows, and facilitating search. The solution is supplemented by Crafter CMS for content authoring and delivery. We will review lessons learned and summarize the primary benefits and outcomes of this major Alfresco implementation.
WEBINAR – DAM 2020 Report & Analysis along side the user perspectiveActivo Consulting
WEBINAR – DAM 2020 Report & Analysis along side the user perspective after DAM NY #DAMdigital 2020 from Henry Stewart Event
In this Webinar we are exploring business requirements and best practices in 2020 and see how to select the right DAM and PIM system. We are also reporting the best technology trends in the DAM industry to enhance the customer journey.
https://frederic-sanuy.com/webinar-dam-2020-report-analysis-after-dam-ny-2020/
Which are the essential digital marketing insights and automation tools to grow your business? This deck shows you the best tools across our RACE framework.
This document summarizes a presentation given by Eric Raarup from Avtex and Mike Peterson from Microsoft on June 12th, 2013 about the intersection of technology and marketing. The presentation covered key trends impacting marketing like mobility, social media, cloud computing and data. It showcased Microsoft's technology landscape for marketers, including Dynamics CRM, ClickDimensions, and tools for social analytics, data visualization, and responsive design. The presentation discussed how these technologies can help with web-to-lead conversion, lead nurturing, gaining customer insights, delivering content to sales teams, and allocating marketing resources effectively.
This document provides guidance on adopting SharePoint through effective stakeholder engagement, prioritizing usage scenarios, raising awareness, and providing training. It recommends recruiting executive sponsors and empowering champions to drive adoption. It also suggests implementing communications campaigns, launch events, and training end users and help desks. Scenarios should be prioritized to demonstrate SharePoint's benefits. Awareness involves teaser campaigns and launch events. Training includes training champions and end users as well as establishing a training portal.
ON24 provides a webinar marketing platform but faced challenges integrating data from their platform into various CRMs and marketing automation platforms due to the number of platforms and custom workflows. They partnered with Scribe, an integration platform, which developed pre-built connectors to major CRMs and MAPs and provided a configurable workflow engine. This reduced integration development costs for ON24 and time to market. It also allowed ON24 to focus on their core competencies while providing a more seamless integration experience for customers.
Learn how to effectively utilize all of Sitecore CMS features and build a fully integrated Sitecore platform. As a certified Sitecore partner, Ameex offers end-to-end Sitecore development solutions and services and help you achieve bottom-line results. Contact our Sitecore experts for a free consultation
Marketing Automation – Generating the Desired Revenue and a Better ROI | Tine...Tinext
- The document discusses marketing automation tools and their promises to generate more sales leads, increase revenue, and improve sales productivity.
- It provides an overview of the marketing automation market, how tools work, and how they can help manage the customer journey from initial lead to purchase.
- The presentation cautions that while tools promise benefits, organizations need to ensure they have the right resources, content, and technical capabilities in place to fully realize the potential of marketing automation.
Business Intelligent Solutions Macrosoft Inc.Macrosoft Inc
This document provides an overview of Macrosoft Inc, a business intelligence solutions company. It describes Macrosoft's leadership team and subsidiaries focused on analytic solutions, big data marketing, and connected digital healthcare. It also summarizes Macrosoft's expertise in areas like legacy system conversion, cloud services, web and mobile development, technical staff recruitment, and data analytics. Visuals show growth trends and case studies of Macrosoft's work with clients.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
The document discusses Adobe's Experience Cloud business and analytics solutions. It provides an overview of Adobe's Experience Cloud, Marketing Cloud, Analytics Cloud, and Advertising Cloud offerings. It then compares Adobe Analytics to Google Analytics, highlighting strengths and weaknesses of each. Finally, it proposes a campaign to position Adobe Analytics as the market leader through enhancing the experience of prospective customers by using Adobe's own tools to deliver personalized content and insights. The goal is to practice what is preached to demonstrate leadership in analytics. The expected outcome is delivering the right message to the right person at the right time.
Monmouth Informed Decision Making Final v2 020914Michael Donohue
Michael Donohue & Associates was contracted to provide a strategic assessment and optimization strategy for Monmouth Park. The assessment would identify revenue opportunities from optimizing advertising, sponsorships, digital media and interactivity platforms. The strategy involved a multi-step process including auditing current platforms, establishing creative themes, identifying a content management system, and assessing advertising and sponsorship value across video screens, digital signage, apps and other platforms. The outcome would be an informed plan to enhance the guest experience and attract premium sponsors while improving returns for Monmouth Park.
Monmouth Informed Decision Making Final v2 020914Michael Donohue
Michael Donohue & Associates was presenting a strategic assessment and optimization strategy for Monmouth Park to improve decision making, meet business objectives, and identify revenue opportunities. The assessment would analyze Monmouth Park's existing and planned signage, digital platforms, and infrastructure to optimize advertising, sponsorships, and the guest experience. The process involved a multi-step approach including an audit, identifying goals and opportunities, developing content strategies, and quantifying revenue potential from media platforms.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
More Related Content
Similar to Navigating the Martech Jungle - Tom Hannigan, HCL Unica
How to Turn Raw Data into Product Revenue by Retrofit PMProduct School
Most companies have a goldmine of data, yet lack the ability to know what to do with it. In this talk, Monica shared perspective on how to evaluate data, package it, and turn it in to additional revenue streams.
Main takeaways:
- Identify use cases for data.
- Turn those use cases in to product offerings.
- Create a pricing model & collect revenue.
This document summarizes an upcoming B2B sales workshop. The workshop will cover topics like building and training a sales team, defining an ideal customer profile, prospecting tools and strategies, conducting discovery conversations, marketing funnel strategies, doing proofs of concept, and creating enterprise commercial proposals. Specific tools and frameworks will be discussed for various stages of the sales process for complex enterprise deals.
What Does Full-on Personalization Look Like and How Do I Get There? Sitecore ...Sean Rusinko
This document discusses personalization and how to achieve full-on personalization. It begins with an introduction of the presenters and their company Verndale. It then covers trends in users, technology and personalization. The next section discusses best practices for personalization, including assessing readiness, planning, understanding users and content. Case studies of companies achieving personalization are presented, including their processes and results. The document concludes with next steps around assessing, defining goals, roadmapping and building personalized experiences.
Mobile 2 Social - 21st Century Recruiting ToolsEcom Digital
Mobile 2 Social presents information on 21st century recruiting tools and strategies. It discusses how technology enables modern recruitment by focusing on people, content, dialogue and engagement. It emphasizes that recruitment is about candidate relationship management and defining the candidate experience. The document provides recommendations for career websites, applicant tracking systems, social media use, and mobile recruiting. It also explores themes for the future of work and recruitment, such as the use of video, big data, and developing recruiters as marketeers and content specialists in a changing landscape.
Marketing automation 101 understanding marketing automation and where to get ...Mario Kyriacou
What this presentation covers:
- What is marketing automation?
- How marketing automation can improve the overall customer experience
- How automation can improve conversions and ROI
- Why automation is applicable to both B2B and B2C
- Where to get started with your own automation program
- Getting buy-in from sales and senior management
This document discusses selecting a digital platform. It begins by defining a digital platform as a solution ecosystem used for online customer acquisition, retention and engagement. It then discusses challenges in selecting a platform, including increased marketing sophistication requiring integrated capabilities, commoditization of content management systems, and the proliferation of overlapping technologies. Finally, it provides recommendations for a successful selection process, including getting educated on options, focusing on needs over features, setting up a cross-functional team, and following a proven selection methodology.
Initial steps taken include division-level "digital days" to increase awareness and prioritize initiatives. A digital governance model is needed to coordinate initiatives at division and group levels. A digital services team now provides tools, services, and support to realize digital marketing strategies and roll out the common web platform to over 50% of the group by end 2015.
The Global Marketing Center: A Crafter CMS and Alfresco Case StudyCrafter Software
This case study will present how the Global B2B Digital Marketing team in a large financial services organization replaced dozens of fragmented regional websites with a strategic, centralized global platform built with Alfresco and Crafter CMS. The solution benefits from Alfresco's content services for managing both Web content and documents, implementing workflows, and facilitating search. The solution is supplemented by Crafter CMS for content authoring and delivery. We will review lessons learned and summarize the primary benefits and outcomes of this major Alfresco implementation.
WEBINAR – DAM 2020 Report & Analysis along side the user perspectiveActivo Consulting
WEBINAR – DAM 2020 Report & Analysis along side the user perspective after DAM NY #DAMdigital 2020 from Henry Stewart Event
In this Webinar we are exploring business requirements and best practices in 2020 and see how to select the right DAM and PIM system. We are also reporting the best technology trends in the DAM industry to enhance the customer journey.
https://frederic-sanuy.com/webinar-dam-2020-report-analysis-after-dam-ny-2020/
Which are the essential digital marketing insights and automation tools to grow your business? This deck shows you the best tools across our RACE framework.
This document summarizes a presentation given by Eric Raarup from Avtex and Mike Peterson from Microsoft on June 12th, 2013 about the intersection of technology and marketing. The presentation covered key trends impacting marketing like mobility, social media, cloud computing and data. It showcased Microsoft's technology landscape for marketers, including Dynamics CRM, ClickDimensions, and tools for social analytics, data visualization, and responsive design. The presentation discussed how these technologies can help with web-to-lead conversion, lead nurturing, gaining customer insights, delivering content to sales teams, and allocating marketing resources effectively.
This document provides guidance on adopting SharePoint through effective stakeholder engagement, prioritizing usage scenarios, raising awareness, and providing training. It recommends recruiting executive sponsors and empowering champions to drive adoption. It also suggests implementing communications campaigns, launch events, and training end users and help desks. Scenarios should be prioritized to demonstrate SharePoint's benefits. Awareness involves teaser campaigns and launch events. Training includes training champions and end users as well as establishing a training portal.
ON24 provides a webinar marketing platform but faced challenges integrating data from their platform into various CRMs and marketing automation platforms due to the number of platforms and custom workflows. They partnered with Scribe, an integration platform, which developed pre-built connectors to major CRMs and MAPs and provided a configurable workflow engine. This reduced integration development costs for ON24 and time to market. It also allowed ON24 to focus on their core competencies while providing a more seamless integration experience for customers.
Learn how to effectively utilize all of Sitecore CMS features and build a fully integrated Sitecore platform. As a certified Sitecore partner, Ameex offers end-to-end Sitecore development solutions and services and help you achieve bottom-line results. Contact our Sitecore experts for a free consultation
Marketing Automation – Generating the Desired Revenue and a Better ROI | Tine...Tinext
- The document discusses marketing automation tools and their promises to generate more sales leads, increase revenue, and improve sales productivity.
- It provides an overview of the marketing automation market, how tools work, and how they can help manage the customer journey from initial lead to purchase.
- The presentation cautions that while tools promise benefits, organizations need to ensure they have the right resources, content, and technical capabilities in place to fully realize the potential of marketing automation.
Business Intelligent Solutions Macrosoft Inc.Macrosoft Inc
This document provides an overview of Macrosoft Inc, a business intelligence solutions company. It describes Macrosoft's leadership team and subsidiaries focused on analytic solutions, big data marketing, and connected digital healthcare. It also summarizes Macrosoft's expertise in areas like legacy system conversion, cloud services, web and mobile development, technical staff recruitment, and data analytics. Visuals show growth trends and case studies of Macrosoft's work with clients.
Keynote -- Engaging Customers on Their TermsMediaPost
Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.
KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
The document discusses Adobe's Experience Cloud business and analytics solutions. It provides an overview of Adobe's Experience Cloud, Marketing Cloud, Analytics Cloud, and Advertising Cloud offerings. It then compares Adobe Analytics to Google Analytics, highlighting strengths and weaknesses of each. Finally, it proposes a campaign to position Adobe Analytics as the market leader through enhancing the experience of prospective customers by using Adobe's own tools to deliver personalized content and insights. The goal is to practice what is preached to demonstrate leadership in analytics. The expected outcome is delivering the right message to the right person at the right time.
Monmouth Informed Decision Making Final v2 020914Michael Donohue
Michael Donohue & Associates was contracted to provide a strategic assessment and optimization strategy for Monmouth Park. The assessment would identify revenue opportunities from optimizing advertising, sponsorships, digital media and interactivity platforms. The strategy involved a multi-step process including auditing current platforms, establishing creative themes, identifying a content management system, and assessing advertising and sponsorship value across video screens, digital signage, apps and other platforms. The outcome would be an informed plan to enhance the guest experience and attract premium sponsors while improving returns for Monmouth Park.
Monmouth Informed Decision Making Final v2 020914Michael Donohue
Michael Donohue & Associates was presenting a strategic assessment and optimization strategy for Monmouth Park to improve decision making, meet business objectives, and identify revenue opportunities. The assessment would analyze Monmouth Park's existing and planned signage, digital platforms, and infrastructure to optimize advertising, sponsorships, and the guest experience. The process involved a multi-step approach including an audit, identifying goals and opportunities, developing content strategies, and quantifying revenue potential from media platforms.
Similar to Navigating the Martech Jungle - Tom Hannigan, HCL Unica (20)
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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2024 Trend Updates: What Really Works In SEO & Content MarketingSearch Engine Journal
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Watch as we explore which SEO trends to prioritize to achieve sustainable growth and deliver reliable results. We’ll dive into best practices to adapt your strategy around industry-wide disruptions like SGE, how to navigate the top challenges SEO professionals are facing, and proven tactics for prioritizing quality and building trust.
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Compitive analysis on Noise pvt Ltd.pptxSauravDey45
ChatGPT
Competitive Analysis: Noise Smartwatch
Overview
Noise is an Indian electronics brand that primarily manufactures smartwatches, wireless earphones, and other electronic accessories. Noise smartwatches have gained significant popularity due to their affordable pricing, feature-rich offerings, and stylish designs. The competitive landscape for Noise smartwatches includes both local and international brands that cater to various market segments. This analysis will focus on key competitors, market positioning, product features, pricing strategies, and consumer preferences.
Key Competitors
Amazfit (Huami):
Strengths: Known for excellent battery life, robust fitness tracking, and premium build quality.
Weaknesses: Slightly higher price points compared to Noise.
Products: Amazfit Bip U, Amazfit GTS series.
Realme:
Strengths: Strong brand presence, integration with Realme smartphones, and aggressive pricing.
Weaknesses: Limited variety in smartwatch models.
Products: Realme Watch, Realme Watch S.
Boat:
Strengths: Competitive pricing, appealing designs, and extensive marketing.
Weaknesses: Relatively new to the smartwatch market, which may affect consumer trust.
Products: Boat Storm, Boat Flash.
Samsung:
Strengths: High brand credibility, advanced features, and premium design.
Weaknesses: Higher price points make it less accessible to budget-conscious consumers.
Products: Galaxy Watch Active 2, Galaxy Watch 3.
Xiaomi:
Strengths: Strong ecosystem integration, affordable pricing, and extensive features.
Weaknesses: Less focus on premium design compared to some competitors.
Products: Mi Band series, Mi Watch.
Market Positioning
Noise positions itself as an affordable yet feature-rich alternative in the smartwatch market. Its target demographic includes budget-conscious consumers and fitness enthusiasts who seek value for money without compromising on essential features like fitness tracking, notifications, and battery life. Noise leverages its strong online presence and partnerships with e-commerce platforms to reach its audience effectively.
Product Features Comparison
Noise Smartwatches:
Key Features: Heart rate monitoring, SpO2 tracking, multiple sports modes, customizable watch faces, notifications, and music control.
Battery Life: Typically lasts 7-10 days on a single charge.
Build Quality: Focus on lightweight and comfortable designs with water-resistant capabilities.
Amazfit Smartwatches:
Key Features: Advanced fitness tracking, GPS, AMOLED displays, and long battery life (up to 20 days).
Battery Life: 10-20 days depending on the model.
Build Quality: Premium materials and durable designs.
Realme Smartwatches:
Key Features: Basic fitness tracking, SpO2 monitoring, and notifications.
Battery Life: Up to 9 days.
Build Quality: Sleek designs but slightly limited in variety.
Boat Smartwatches:
Key Features: Heart rate monitoring, multiple sports modes, and customizable watch faces.
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Navigating the Martech Jungle - Tom Hannigan, HCL Unica
1. MASTER
CLASS
Tom Hannigan Jr
UNICA GLOBAL PRACTICE LEAD
HCL UNICA
Navigating the Martech
Jungle
NEW YORK, NY ~ APRIL 27 - 28, 2023
DIGIMARCONEAST.COM | #DigiMarConEast
3. 3
Welcome to the martech jungle...
Zoomed out…it all appears beautiful & orderly
4. 4
CMO 2021
Top-of-Mind Goals and Tech for Today's Chief Marketing Officer
Constellation Research
“CMOs are exhausted and growing cynical about the pitches that preach
perfection when what is needed is follow-through and success...”
“The drivers of failure will be self-inflicted wounds suffered long ago in
technology purchases that failed to deliver operational rigor and
optimization or access to the data that matters . “
Zoomed in… at ground level, it is dense,
complex and deep
5. Recent customer RFPs
“Current technology stack consists of multiple siloed
platforms; a data analysis platform, a platform for
multi-channel targeting, an email deployment
platform, multiple digital asset and content
management platforms and completely separate stack
of marketing analytics capabilities.”
Insurance Company RFP Pain Points
6. Recent customer RFPs
“The current tool implementation lacks the capability and level of
scale and integrations necessary to effectively execute relevant,
personalized marketing campaigns. The scope of this evaluation
will focus on a solution that provides a cloud-based, agile and
intuitive approach to multi-channel, multi-vehicle, hyper-
personalized campaign orchestration.”
Retailer RFP
7. Recent customer RFPs
“Company X implemented the X marketing finance
platform for the purpose of planning, budgeting and
setting up multi-dimensional tracking for marketing
programs. The platform was unable to support
Marketing’s needs for robust, flexible and data-
driven spend allocation. As a result, the platform is
mostly utilized much later than intended in the
process, to ensure tracking is enabled in the CRM
and across marketing channels, once campaign
plans and tactics are finalized. “
-- Financial Tech Company RFP
• MaritzCX
• MediaWallah
• ON24
• OneTrust
• Optmyzr
• Outreach
• PathFactory
• Plexus
• Proofpoint
• Salesforce
• Seismic
• SEM Rush
• Sendoso
• SEOMoz
• SiteImprove
• Snowflake
• SocialPoint
• SpotMe
• Tableau
• TimeTrade
• Treasure Data
CDP
• Vidyard
• WP Engine
Company ‘X’ core go-to-market
platforms include:
• 6sense
• Adobe Ad Cloud
• Adobe Analytics
• Adobe Audience Manager
• Adobe Assets
• Adobe Experience Manager
• Adobe Target
• Adobe Workfront
• BazaarVoice
• Bitly
• Certain
• Contently
• Conversica
• Coveo
• Dell Boomi
• Oracle Eloqua
• Frontify
• GaggleAmp
• Hootsuite
• HotJar
• Integrate
• Kickstart
• Lead Liaison
• Litmus
8. Meeting with sales last week...
“Customer wants a solution to make
things in our stack work together.”
10. It’s a jungle out there...
The world we’re in
• Overwhelmed with martech solutions
• Entertaining a never ending list of customer data sources
• Managing a huge diversity of audiences/offers/tactics
• Trying to make customer journeys real
• Trying to deliver personalized customer experiences
• Show results
11. In the jungle, some animals
just can’t be tamed...
...and let’s face it marketers
will always be lions
12. The best you can do is rapidly adapt
to stay ahead of the lions...
We think in terms of:
• Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
13. .
.
Own the data you make with your martech stack
360’
Customer
View
Streaming
Data
Product
Recommendation
Models
Cloud data
platform(s)
Enterprise
DWHS
Data lake(s)
That loyalty
program running
on AWS
AI/ML
Next Best
Offer
RT
Personalization
Campaign
Execution
Standards
Interaction
History
Contact History
Data Jungle Data You Make
14. .
.
Design Robust Campaign Definitions
• Considerations:
• How do you start a campaign?
• How do your campaigns roll up?
• How do you slice and dice your campaign analytics?
• How do you tie your budgets to your campaign execution?
Design your execution structure for campaigns to ensure they can be analyzed before you launch them.
15. • Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
The best you can do is rapidly adapt
to stay ahead of the lions...
16. .
.
Martech is a team sport
Dig ita l In b ou n d En d to En d Proc e ss
Strategy Design & Unica 9.1 Onboarding Process for New Campaigns
Version 1.0
Digital Strategist
Portfolio Marketing
Agency Partner
GMC OV Code
Resource
*varies by BU
Performance Marketing
Campaign Manager
Marketing
Automation Lead
Campaign
Specialist
CIO Group
Role
1.0
Pre Worksh op
Begin to Develop Campaign Strategy
2.0
Worksh op
Refine Campaign Strategy
3.0
Post Worksh op
Finalize Campaign Strategy
4.0
Pre Im p le m e n ta tion
Campaign Build - Asset Creation and Coding/Tagging
5.0
Im p le m e n ta tion
Campaign Creation in Unica 9.1
Hold Tiger Team Kick
Off Meeting & Direct
Team to Training
1.2
Identify Offering
Diamond Teams
1.4
Direct Diamond
Teams to Workshop
Homework and
Training
1.5
Determine Target
Buyer and Cohort
from Marketers
Workspace
1.7
Develop Offering
Value Proposition
1.8
Create a Narrative
Draft
1.9
Create a Content
Inventory
1.10
Finalize the Offering
Value Proposition
2.1
Refine the Narrative
and Organize by
Themes
Themes are messaging
threads
2.2
Refine the Content
Blueprint Aligning
Content to Themes
Themes are messaging
threads
2.3
Refine the Campaign
Logic Map
2.4
Finalize and Add
Narrative and
Content Blueprint to
Marketer Workspace
3.1
Set up Marketing
Framework in Unica
Marketing
Operations (UMO)
1.6
Assemble a BU
Tiger Team
1.1
Identify Offerings for
Workshop
1.3
Review Workshop
Homework with
Portfolio Marketer
1.11
Online training is available. Click on on box to access training.
Ke y
More information is available. Click on on box to access details.
XXR Team
Geos
Analytics Specialist
Customize
Campaign Project
Plan
3.2
Finalize and Add
Campaign Logic Map
to Marketer Work-
space
3.3
Complete Campaign
Quality Assessment
on Marketer Work-
space
3.5
Gain Budget
Approval for Asset
Modifications and
New Assets
3.7
Complete Email
Logic, LDR Routing,
and Retargeting
Strategy
3.4
Begin Asset Creation
and/or Modification
3.10
Create Marketing
Offers in UMO
Organized by
Narrative Themes
3.13
Develop Creatives
and/or Copy
3.9
Develop Creative
Brief, including Email
3.8
Approve Creatives
and/or Copy
3.11
Develop
Implementation
Guide Draft
3.6
Place links to assets
in Marketer Work-
space
3.12
To Step 4.4
Create Media
Strategy
4.2
Develop Media
Brief
4.1
Approve Media
Strategy
4.3
Add Base URLs,
VCPI Parameters,
and other Parame-
ters to VCPI
Spreadsheet
4.12
Create Plan to Test
and Optimize
Campaign
4.15
Begin to Develop
LDR Enablement
Materials
4.16
Create Mail Codes in
Unica Campaign
4.6
Create Offer Version
(OV) Codes
4.5
To Step 4.10
Request Offer
Version (OV) Codes
in MOM or Other
Existing Process/Tool
4.4
From Step
3.13
Add Site ID and
Category ID to
untagged pages
This was completed by the
CIO group for 70,000
IBM.com web pages.
4.8
Confirm that
Web Pages have
correct Coremetrics
Tagging
4.7
Other
Pages
IBM.com
Pages
Gather Base URLs
for IBM.com, Web
Pages, MRS
4.11
Create Registration
Forms using MRS
Pathfinder
Required Inputs: OV Code,
Campaign Code, and
Base URL
4.10
Add Tags to Web
Pages using
Standard Template
4.9
From Step
4.6
Brief Geos
5.15
Send Enablement
Materials to LDRs
and Schedule Train-
ing Call(s)
5.17
Customize and/or
Localize Campaign
5.16
Complete Training
5.18
Collect and Test
Formatted URLs
4.14
Finalize
Implementation
Guide
4.17
Deploy Formatted
Social URLs
5.2
Deploy Formatted
Paid Media URLs
5.3
Code, Configure,
Test & Deploy Digital
Flowchart
5.1
Code, Configure,
Test & Deploy Leads
Flowchart
5.13
Deploy & Monitor
New Campaign
5.19
Provide Campaign
Analysis
5.20
Provide Web
Analytics Report
5.21
Refine and Optimize
Campaign
5.22
Review Test Emails
and Provide
Feedback
5.11
Code, Configure,
Test & Email
Flowchart
5.10
Schedule and Deploy
Email Flowchart
5.12
Assemble Emails in
Content Modules in
eMessage
5.9
Work Internally or
with Agency Partner
to Code Emails in
HTML
5.5
Test Campaign with
URLs
5.4
Create Post
Deployment
Campaign Test Plan
5.14
Send VCPI Spread-
sheet to
pjodoov@
us.ibm.com
to Generate URLs
4.13
The process map is maintained by the Marketing Strategy and Automation PMO. The purpose of this map is to provide general
guidance on how to design and onboard new campaigns onto Unica 9.1. The exact process will vary by Business Unit. As new
platform capablities, and processes become made available this map will be updated.
Please contact Katie Gross (katherine.gross@
us.ibm.com) or Joan White (joan@
us.ibm.com) for more information.
Perform Email
Creative and Copy
Quality Assurance
5.7
Send HTML File and
any Images to Brian
Dunkel for assembly
in eMessage
bdunkel@
us.ibm.com
5.8
Code Emails in
HTML
Required Inputs: Formatted
Asset URLs, Mailing Code
5.6
Are your teams part of a system to execute in market?
17. .
.
Digital Tagging - Before
Savings & Clearance
BOGO
Bring consistency to campaign structure currently handled in tags inconsistently
https:// www.retailstore.com /tsc/cs/select-
rebar-cottonstrong?cm_re=20200414-_-
BANNER-_-Ariat+Rebar+Cotton+Strong+Tee
https://www.retailstore.com/tsc/cms/pet-
sale?cm_mmc=Email-_-Ecom-_-2-
20_DWPNL_PROD_0219_AR07-_-
PurinaBOGO&cm_lm_mo64=em9laXMxQHlhaG
9vLmNvbQS2&utm_source=EMAIL&utm_mediu
m=ECOMM&utm_campaign=20_DWPNL_PROD
_0219_AR07-_-
PurinaBOGO&utm_content=Hero&mi_u=10013
5305255
https://www.retailstore.com/tsc/cs/appa
rel-clearance?cm_re=20200414-_-
BANNER-_-Clearance+Workwear
https://www.retailstore.com/tsc/cm
s/two-day-sale#disclaimer
18. .
.
Digital Tagging - After
Standard Campaign and Offer codes to track campaign performance
http://www.retailstore.com/tsc/cms/pe
tsale?cm_mmc=Display_Digitaltrends-
_-Email_Ecom-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
PurinaBOGO&cm_lm_mo64=em9laXMx
&cm_mmca1=000000MI&cm_mmca2=
10000099&cm_mmca3=M00000319
http://www.retailstore.com/tsc/cms/aria
t?cm_mmc=Display_Digitaltrends-_-
Email_Ecom-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
ariatrebarBOGO&cm_lm_mo64=em9laX
Mx&cm_mmca1=000000M2&cm_mmca
2=10000088&cm_mmca3=M00000320
http://www.retailstore.com/tsc/cms/We
b_IP12-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
5daysaleSALE&cm_lm_mo64=em9laXMx
&cm_mmca1=000000M15&cm_mmca2=
10000100&cm_mmca3=M00000750
http://www.retailstore.com/tsc/cms/We
b_IP12-_-_-2-
20_DWPNL_PROD_0219_AR07-_-
ClearanceSALE&cm_lm_mo64=em9laXM
x&cm_mmca1=000000M25&cm_mmca2
=10000110&cm_mmca3=M00000950
• Considerations:
• Have you defined a clear RASCI across martech teams?
• Do your marketing workflows support it?
• Do your UTMs incorporate consistent campaign tracking codes?
19. • Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
The best you can do is rapidly adapt
to stay ahead of the lions...
20. VOC: “Personalization”
Content:
“We have content
sourced from and
deployed to
multiple
DAMs/CMSs
depending on the
channel.”
Segmentation:
“We have saved
segments that
today are created
from two
different CRM
systems for the
same campaign.”
Business rules:
“Merchandising
over-rides
personalization
rules with last
Real time Profiles:
“To do
personalization,
AI:
“How do we feed 500+
Promotions:
“Promos are
sourced from the
product catalog,
coupon, system and
multiple DAMs. We
assemble them
manually for
Recommendations:
“We want to
personalize the next
points of interest
when guests are on
site.”
21. The Personalization Challenge
Many inputs Individual outputs
Can I get a little
help here?
Profiles
360 Customer view
Segmentation
AI/ML
Next best offer
Content
Business rules
Offers & promos
Streaming data
My sale items
Recommended for you
Top trending
Points of interest
Reach your goals
Because you liked
22. Sewing - How to think about making clothes
Assembly
Pattern Materials
Designer
Styles
My shirt
23. What are your personalization patterns?
Pattern for Location Based personalization
Choose profile criteria
Set location parameters
Spec. personalization fields
24. Pattern for Goals & Milestones personalization
Define goals and milestones
Choose display for milestone progress
• Considerations:
• What are your personalization patterns?
• Common marketing intent/objectives
• Common inputs
• Common choices/tradeoffs around constraints
• What is the framework for executing your personalized customer
experiences?
What are your personalization patterns?
25. We think in terms of:
• Standards – around the data you make
• Systems – of executing in market
• Patterns – of customer experiences
The best you can do is rapidly adapt
to stay ahead of the lions...
26. What does success look like?
Successfully navigating the martech jungle gives you:
• A macro “portfolio view” across marketing
• A micro view into campaign and tactic performance
• A straight line to “your number”
28. .
.
IBM Performance and Programmatic Marketing
Response Optimization - Granular diagnosis at the campaign & tactic level
28
Identify root
causes of “no
action taken”
29. .
.
IBM Performance and Programmatic Marketing
Source: Roy Morgan Research Dec 2001
2.2
2.4
2.5 2.5
CBA ANZ WBC NAB
Average number of products
32%
45% 45%
47%
ANZ CBA WBC NAB
Premium Customers Share of Wallet
Financial Services Australia is also the leader at
meeting personal customers’ needs
§ Wealthier customer base on segmented platforms
§ Long standing CRM capabilities
§ Broadest distribution channels
Lastly – what’s your number?
29
Banks – number of banking relationships (products)
30. .
.
IBM Performance and Programmatic Marketing
Lastly – what’s your number?
30
Utilities – customer satisfaction index
31. .
.
IBM Performance and Programmatic Marketing
Lastly – what’s your number?
31
Non-profits (.org) – fundraising efficiency
32. .
.
32
• Focus on your “core four” foundational technologies
• Carrot and stick approach to marketing budgets
• Ask “how will it scale?” at the end of every demo
Final Thoughts...