Featuring speakers from 99Designs, Demandbase, Hipmunk, Optimizely Pam Webber, CMO, 99Designs Philip Hollrah, VP, Product Marketing, Demandbase Roxy Young, VP Marketing, Hipmunk Jessie Becker, CMO, Optimizely Looking through the executive lens, we will discuss the 21st century marketing landscape, and how marketing leaders evaluate their tool stack and team. What are the most important pieces to have in place? Which teams are indispensable and what data needs to be collected? How does experience optimization fit into your digital marketing landscape, and what does the future hold?

1. #opticon2015
The 21st Century Marketing
Stack and Team
Pamela Webber
CMO, 99Designs
Phil Hollrah
VP Product Marketing,
Demandbase
@philhollrah
Roxy Young
Vice President Marketing,
Hipmunk
@roxyyoung
Jessie Becker
CMO, Optimizely
@pamwebber_sf

2. Marketing technology focused on B2B advertising and
website personalization.
Demandbase

3. DemandbaseMarketingStack
Enablement & Prospecting
Content & Ad Technology
Analytics, Intelligence,
Insights
Platforms, Data,
Automation
Ad
Tracking &
Attribution
Task
Management
CMS
Sales Email
Tracking
Pipeline
Forecasting
A/B Testing &
Optimization
SEO/SEM
Tag
Manager
Web
Analytics
Lead
Scoring
Multi-Touch
Attribution
CRM
Marketing
Automation
Advocate
Marketing
Live Chat
Campaign
Dashboard

4. DemandbaseMarketingTeam
Communications
& Brand
Product
Marketing
Field & Partner
Marketing
Integrated
Marketing
Digital
Marketing &
Operations
Public Relations
Social Media
Product Marketing
Content Marketing
Online Marketing
(SEM, SEO, Ads)
Event Marketing
Marketing
Automation
Web Optimization
Regional Field
Marketing
Customer Marketing
Partner Marketing
Analyst Relations Campaign Performance
& Optimization
Digital Marketing

5. The world’s largest online marketplace for graphic design.
99designs

6. The99designsMarketingStack
Insights & Analysis
Acquisition
Execution
Data Processing & Storage
SEM Ad
Platforms
Display
Ad
Platforms
Business
Analytics
Retargeting
Ad
Platforms
Web
Analytics
Ad & SEO
Analytics
Content
Mktg
Platforms
Social Media
Content
Platforms
Project Mgmt &
Communication
Software
CMS
Email
Service
Provider
Translation
Tools
Data
Warehouse
Distributed
Processing
User
Testing
Tools
Survey
Tools
Tag
Manager

7. The99designsMarketingTeam
Acquisition Brand Communications
Product
Marketing
International
Online Marketing
(SEM, SEO, Ads)
Affiliates/Partners
Customer Insights
Broadcast
(Podcasts, Radio)
Email
Conversion
Optimization
Category Mgmt
PR
Corp Comm
Acquisition
Brand
Campaigns
(Social, Content, Promos)
Sponsorships &
Events
Product Marketing
Communications

8. Meta-search site focused on making travel planning
simple and delightful.
Hipmunk

9. Hipmunk’s Marketing Stack
CENTRAL ANALYTICS
Key Business Metrics | Attribution | Platform | Channel | Testing
PAID OWNED EARNED
Social Listening
Social Campaign Monitoring
Media Mention Monitoring
Influencer Discovery
Customer Communications
(email + push notification tools)
Content Marketing Publishing
Ad Server (web)
Mobile App Monitoring

10. Hipmunk’s Marketing Team
Product Marketing
PAID
Display Advertising
OWNED EARNED
Search Advertising
Mobile App Advertising
Retargeting
Prospecting
Public Relations
Content Marketing
Social Media
Cross-Platform Communications
Brand Marketing
Content Amplification

11. #opticon2015
The 21st Century Marketing
Stack and Team
Pamela Webber
CMO, 99Designs
Phil Hollrah
VP Product Marketing,
Demandbase
@philhollrah
Roxy Young Jessie Becker
CMO, Optimizely
@pamwebber_sf
Vice President Marketing,
Hipmunk
@roxyyoung

12. Appendix

13. Demandbase Marketing Stack
Web Analytics
ABM full funnel marketing
Marketing Automation
Web personalization and
A/B testing
Online Chat
Salesforce reporting for
Marketing
Account & Prospect scoring
Task and campaign
management
Creative custom design for
emails
Web content management
system
CRM
Tag Management