The MarTech Cocktail: Selecting and Implementing the Right Technology for your Brand By Theresa Regli

The MarTech Cocktail:
Selecting & implementing the right technology for your brand
London, October 2015
Theresa Regli
@theresaregli
tregli@realstorygroup.com
www.realstorygroup.com

Copyright © 2015 Real Story Group www.realstorygroup.com
TODAY’S AGENDA
•  Digital Marketer’s Toolkit / Ingredients
•  Key issues and differentiators
•  A look at some marketplace segments
•  The right way to select these tools….
3

My favorite cocktail: The Last Word
4

Inventing cocktails is part art, part science
Base Spirit Citrus Juice Sweet Liqueur Herbal Liqueur
Gin Lime Maraschino Green Chartreuse
Bourbon Lemon Tuaca Absinthe
Brandy Lime Madiera Green Chartreuse
Tequila Grapefruit Kirsch Aperol
Scotch Lemon Amaretto Douglas fir eau de
vie
Balance, and understanding what each ingredient
imparts and the role each one plays, is vital to success
5

The Digital Marketing Cocktail
Base
Technology
WIP Juice Sweet User Experience Add Herbal
Complexity -
integrations
CRM system DAM System
WCM System
HTML5 Product Information
and Lifecycle
Management
Social Media
Monitoring
Targeted mobile apps Social media
platforms
Marketing
automation
Touch-screen interactions ERP
Collaboration
tools
6

Agile development methods: test. Test again.
Img src: New York Times7

Try different combinations. Employ user testing.
Img source: New York Times8

Prepare for rollout. Disguise what’s underneath.
Create a complete user experience,
present it with style.
Images source: seriouseats.com
9

Designing an immersive, trans-media experience
10

Modern Marketing: No Single Technology….
Brand
Marketer’s
Cocktail
Web CMS
Mobile
DAM
MRM
CRM
Call Centers
& Kiosks
Analytics &
Optimization
Profiling &
Personaliz’n
Social
Intelligence
Social
Engagement
Marketing
Automation
11

Digital Marketing Reference Models
Social
Engagement
Connect and engage
in social media
CDN
Speed Digital
Delivery
OVP
Deliver Streaming
Video
Optimization
Analyze, test,
and optimize
Mobile Middleware
Custom mobile
experiences
E-commerce
Conduct
Transactions
Community
Discussions
and profiles
Consumer Analytics
Collect and report
on behavior
Portals
Transact business
Page Layout
Develop Print materials
and packaging
Contact Center
Address customer
inquiries
BI Analytics PIM MDM ERP CRM
Marketing
Automation
Manage email and
social campaigns
WCM
Manage web content
and customer
experience
DAM / MAM
Manage images
and video
CONTENT & ENGAGEMENT MANAGEMENT
ENTERPRISE DATA FOUNDATION
Social Email Website Mobile Print TV
MAJOR CHANNELS
Enterprise Data
MARKETING & SALES SERVICES

TODAY’S AGENDA
13

Digital Marketing Toolkit
Marketing Automation Social Monitoring
Digital & Media Asset Management
Web Content & Experience Management
14

TODAY’S AGENDA
15

Listening to our customers
16

More overlapping functionality
MA DAM
Lead Management
Campaign Management:
Email
Mobile
Social
Landing Page
Management
Image management
Agency
collaboration
& customer
support
Branded portals
Collateral
Distribution
Brand
Marketing
Customer role &
group management
MA = marketing automation
Targeted Content Delivery
17
DAM = digital asset management

The Mythical Digital Marketing “Suite”
Source: IBM
Source: Adobe
Source: Oracle
18

Many Dimensions to Scale
Geographies
Actors
Campaigns
Asset & Info Management
19

TODAY’S AGENDA
20

It’s all about “fit”
Scenario Fit
21

Technology Fit
Scenario Fit
22

Partner Fit
Technology Fit
Scenario Fit
23

Partner Fit
Technology Fit
Scenario Fit
Value Fit
24

Running a demo
•  Make sure your team is
represented
•  Beware of the “canned”
demos
•  Demo your scenarios
•  Each vendor should demo
same scenarios
•  Ask the tough questions
–  Especially around pricing
25

A Tale of Two Vendors
Scenario SP ET
B2B Lead Management & Nurturing 1 2
B2C Offer Management 3 1
Social Media Monitoring 0 2
Social Media Intelligence 0 1
Social Marketing Campaigns 0 1
Social Customer Support & Engagement 0 2
Mobile Marketing 1 1
Silverpop vs. ExactTarget
Source: Real Story Group Evaluations
Scale = 0 to 4
26

Competitive POC / Bake-Off
•  Final 2
•  Real scenarios
•  Real content
•  Real people
•  Real environment
•  Negotiate fees
•  Can be expensive, but what’s the
cost of a failed implementation?
27

Strategic Considerations
Vendor Intangibles Rating
Vendor Professional Services 2
Channel Partner Services 1
Support & Community 2
Strategy & Roadmap 3
Viability & Stability 1
Marketo Evaluation. Source: Real Story Group
Scale = 0 to 4
28

Making cocktails is FUN !
29

Thank you! CHEERS!
“The best audience is intelligent, well-educated and a
little drunk.” -- Alben W. Barkley
•  Please visit our web site: realstorygroup.com
–  Vendor/product evaluations
–  Analyst advisory papers
–  Webinars
–  One-on-one analyst advice
Download a free research excerpt:
www.realstorygroup.com/Sample
Follow us on Twitter: @realstorygroup @theresaregli
30

The MarTech Cocktail: Selecting and Implementing the Right Technology for your Brand By Theresa Regli

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