From the MarTech Conference in San Francisco, California, March 31-April 1, 2015. SESSION: The Marketing Technology Myth: Connecting Systems & Experiences - Given by Jeff Cram, @jeffcram - ISITE Design, Chief Strategy Officer

1. a
MarTech 2015 San Francisco
Jeff Cram @jeffcram ISITE Design, Co-founder
The Marketing Technology Myth
Connecting Systems & Experiences

2. a
I have a confession…

3. a
I’m a Mythbuster

4. a
@jeffcram | @ISITE_Design

5. a
I’m a CMS Mythbuster

6. a

7. a
“The company has extremely
capable point solutions in
marketing tech which it has
tried to unify around [its
branded Marketing Cloud].
Unfortunately, that brand
is just a brand.”
8 separate product families
12 separate named products
The Marketing Technology Myth
6 analytics products
11 omnichannel products

8. a
The Marketing Technology Myth
@jeffcram | @ISITE_Design

9. a
This is our problemopportunity

10. a
“About 373,000 results…”
@jeffcram | @ISITE_Design

11. a
Saying Doing
“Our digital experiences
aren’t coordinated across
channels or silos.”
“We’re have a lot of
point solutions that
aren’t integrated.”
“Personalization is
the phase two that
never comes.”
“We want a 360-degree
view of our customer
across all of our digital
channels.”
“We will deliver the
right information to the
right person at the
right time.”
“Our organization is
customer obsessed. We
want to differentiate on
experience.”

12. a
“While 83% of marketers
say creating buyer-centric
content is a priority, only
23% claim to be at
advanced state of this
transition.”
The Saying vs. Doing Gap

13. a
The Age of the Customer
@jeffcram | @ISITE_Design

14. aBusiness CustomerExperience

15. aBusiness CustomerDigital
Experience

16. a

17. a
Connecting
platforms &
channels
@jeffcram | @ISITE_Design

18. a
Digital is too often a word that divides.
Strategy, design, technology and culture
must be connected across insight and
execution.

19. aFinding and fixing the cracks
in your digital experiences*
* SO EVERYTHING IS AWESOME!

20. a
Source: http://www.servicedesigntools.org/tools/8

21. a
Source: Adaptive Path
@jeffcram | @ISITE_Design

22. a
@jeffcram | @ISITE_Design

23. a
@jeffcram | @ISITE_Design

24. a
We need a different type of
map for making digital
experiences work

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Prof. Dr. Michael Erlhoff
Service design is the activity of planning and
organizing people, infrastructure,
communication and material components of
a service in order to improve its quality and
the interaction between service provider and
customers.
@jeffcram | @ISITE_Design

26. a
Source: Cooper (http://www.cooper.com/journal/2014/8/service-blueprints-laying-the-foundation)
The Anatomy of a Service Blueprint
@jeffcram | @ISITE_Design

27. a
Digital Experience
Maps can connect
people, content,
processes, platforms,
and outcomes. CONTENT
Brand
Tone
Message
Structure

28. aCONTENT
Brand
Tone
Message
Structure
Frontstage
Backstage

29. a
@jeffcram | @ISITE_Design

30. a
• 200+ products
• Five separate business units
• Moving to centralized CMS
• Expanding global footprint
• Inconsistent brand story
• Too product-centric
• Cumbersome user experience
• Lacking content direction
The Organization Challenges
@jeffcram | @ISITE_Design

31. a
13 Languages
30 Segments
262 Products
1,800+ PDFs
10,000+ Pages
Embracing the Scale
@jeffcram | @ISITE_Design

32. a
Wrangling the Content

33. a
Aligning Content to Personas
@jeffcram | @ISITE_Design

34. a
Defining Content Components

35. a
You’re not launching a website;
you’re launching a hypothesis.
Then you test and optimize.
Mark Fries, BMC Software
@jeffcram | @ISITE_Design

36. aCONTENT
Brand
Tone
Message
Structure
Gatum Ramdurai
Google Creative Lab
“The more digital we
get, the more human
we must be.”

37. a
Thank You
Delight 2015
October 5-6: Portland, Oregon
www.delight.us/conference
Jeff Cram
Co-founder, ISITE Design
617-401-2295
jcram@isitedesign.com
ISITE Design
www.isitedesign.com
CMS Myth
www.cmsmyth.com
@jeffcram | @ISITE_Design