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Opticon 2015-The 21st Century Marketing Stack & Team
The document outlines the marketing stacks and strategies of three companies: Demandbase, 99designs, and Hipmunk, focusing on B2B advertising, website personalization, and customer engagement. It details the various tools, technologies, and marketing techniques employed by these companies, including analytics, content marketing, CRM, and social media strategies. Each company's marketing team structure and functions are also described, emphasizing their roles in acquisition, brand communication, and performance optimization.
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- 1. #opticon2015 The 21st CenturyMarketing 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 focusedon 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 largestonline marketplace for graphic design. 99designs
- 6. The99designsMarketingStack Insights & Analysis Acquisition Execution DataProcessing & 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 OnlineMarketing (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 focusedon making travel planning simple and delightful. Hipmunk
- 9. Hipmunk’s Marketing Stack CENTRALANALYTICS 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 ProductMarketing 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 CenturyMarketing 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.
- 13. Demandbase Marketing Stack WebAnalytics 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