#1NLab15: Creating Digital Harmony – The Marketing Technology Ecosystem
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The document discusses creating digital harmony within a marketing technology ecosystem. It begins by acknowledging that complexity is outpacing resources over time. It then provides steps to demystify and simplify, including discovery, mapping out current integrations, identifying hubs and spokes, and setting measurable goals. Hubs are described as complex systems that aggregate and syndicate data across the enterprise, while spokes are more nimble and domain-specific technologies. The document uses a hypothetical company and goals as an example, mapping out potential ways to integrate tools like AWeber, Google Analytics, and Salesforce to meet goals like tracking newsletter signups. It concludes by advising readers to choose an approach that works for their team and organization.
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#1NLab15: Creating Digital Harmony – The Marketing Technology Ecosystem
- 2. Creating Digital Harmony The Marketing Technology Ecosystem
- 7. Marketing Technology Ecosystem CMSCRM Email Video Social Media RFP RFI Analytics Event Management Intranet
- 8. Marketing Technology Ecosystem CMSCRMERP DAM Email Video Social Media RFP RFI Analytics CDN Syndication Event Management Ads Intranet Apps
- 9. Complexity Is Outpacing Resources 2000 2005 2010 2015 Complexity Time Resources
- 10. Stop and Breathe
- 11. Take a Step Back
- 12. Even though it is complex, there are ways to demystify and simplify.
- 13. DISCOVERY First, let’s do a little
- 14. Content Management Systems Sitecore WordPress Drupal Home- Built Proprietary Joomla! Keystone Ektron / EPiServer Adobe CQ Magento
- 15. Customer Relationship Management Tools Salesforce Dynamics SugarCRM Infusionsoft Proprietary InterAction ZOHO CRM QuickBase Solve CRM NetSuite
- 16. Email Marketing Systems GetResponse AWeber Constant Contact Unbounce SendGrid MailGun Campaign Monitor ExactTarget iContact Mandrill
- 18. I have these tools, but they aren’t working together.
- 19. First thing’s first, figure out what you have.
- 20. Hypothetical Company, LLC AWeber Salesforce HootsuiteBrightcove Google Analytics Sitecore
- 21. Next, map out ways that they are already working together.
- 22. Hypothetical Company, LLC SitecoreAWeber Salesforce HootsuiteBrightcove Google Analytics
- 23. Hypothetical Company, LLC AWeber Google Analytics Newsletter Signup Forms Sitecore Salesforce HootsuiteBrightcove
- 24. Hypothetical Company, LLC AWeber Google Analytics Public Visitor Tracking Sitecore Salesforce HootsuiteBrightcove
- 25. Hypothetical Company, LLC AWeber Google Analytics Embedded Video Sitecore Salesforce HootsuiteBrightcove
- 26. Hypothetical Company, LLC AWeber Google Analytics Manual Social Posting Internal Tracking Sitecore Salesforce HootsuiteBrightcove
- 27. All Marketing Technologies are not created equal.
- 28. Marketing Technology is Comprised of Hubs and Spokes https://www.flickr .c om/ photos/ par eeer ic a/4499 2451 00
- 29. Hypothetical Company, LLC AWeber Google Analytics Manual Social Posting Internal Tracking Sitecore Salesforce HootsuiteBrightcove
- 30. Hubs + Spokes: What are Spokes?
- 31. Hubs + Spokes: What are Spokes? Spokes are typically less complex.
- 32. Hubs + Spokes: What are Spokes? Spokes are typically less complex. Spokes are typically more nimble technologies.
- 33. Hubs + Spokes: What are Spokes? Spokes are typically less complex. Spokes are typically more nimble technologies. Spokes are domain specific.
- 34. Hubs + Spokes: What are Spokes? Spokes are typically less complex. Spokes are typically more nimble technologies. Spokes are domain specific. Spokes are interchangeable.
- 35. Hubs + Spokes: What are Spokes? Spokes are typically less complex. Spokes are typically more nimble technologies. Spokes are domain specific. Spokes are interchangeable. Spokes can be the best product, but for only one offering.
- 36. Marketing Technology Spokes CMSCRMERP DAM Email Video Social Media RFP RFI Analytics CDN Syndication Event Management Ads Intranet Apps
- 37. Hubs + Spokes: What are Hubs?
- 38. Hubs + Spokes: What are Hubs? Hubs are complex systems.
- 39. Hubs + Spokes: What are Hubs? Hubs are complex systems. Hubs aggregate data.
- 40. Hubs + Spokes: What are Hubs? Hubs are complex systems. Hubs aggregate data. Hubs syndicate data.
- 41. Hubs + Spokes: What are Hubs? Hubs are complex systems. Hubs aggregate data. Hubs syndicate data. Hubs are very enterprise-y.
- 42. Hubs + Spokes: What are Hubs? Hubs are complex systems. Hubs aggregate data. Hubs syndicate data. Hubs are very enterprise-y. Hubs can accomplish many things (Jack-of-all-trades).
- 43. Hubs + Spokes: What are Hubs? Hubs are complex systems. Hubs aggregate data. Hubs syndicate data. Hubs are very enterprise-y. Hubs can accomplish many things (Jack-of-all-trades). Hubs are hard to replace.
- 44. Marketing Technology Hubs CMSCRMERP DAM Email Video Social Media RFP RFI Analytics CDN Syndication Event Management Ads Intranet Apps
- 45. Hubs + Spokes: What are the Best Hubs?
- 46. Hubs + Spokes: What are the Best Hubs? Leverage both Marketing and Technology Ecosystems
- 47. Hubs + Spokes: What are the Best Hubs? Leverage both Marketing and Technology Ecosystems Have Documented APIs
- 48. Hubs + Spokes: What are the Best Hubs? Leverage both Marketing and Technology Ecosystems Have Documented APIs Have Global Partners
- 49. Hubs + Spokes: What are the Best Hubs? Leverage both Marketing and Technology Ecosystems Have Documented APIs Have Global Partners Have Third Party Add-ons/Modules/Integrations
- 50. Hubs: Marketing Automation Platforms Sitecore HubSpot Marketo Eloqua Salesfusion Pardot Adobe Campaign Microsoft Dynamics Marketing Act-On eTrigue
- 51. What Do I Want to Accomplish?
- 52. GOAL SETTING Time for some
- 53. Rules for Marketing Technology Goals 1. Goals should be measurable. 2. Goals should be aspirational, but not unattainable. 3. Goals should fit a business need.
- 54. Rules for Marketing Technology Goals 1. Goals should be measurable. 2. Goals should be aspirational. but not unattainable. 3. Goals should fit a business need.
- 56. http://imgs.x kc d.c om/ com ics/s hoot _f or _t he_m oon.png
- 57. Rules for Marketing Technology Goals 1. Goals should be measurable. 2. Goals should be aspirational, but not unattainable. 3. Goals should fit a business need.
- 58. Rules for Marketing Technology Goals 1. Goals should be measurable. 2. Goals should be aspirational, but not unattainable. 3. Goals should fulfill a business need.
- 59. Rules for Marketing Technology Goals 1. Goals should be measurable. 2. Goals should be aspirational, but not unattainable. 3. Goals should fulfill a business need. It is OK if your current Marketing Technology tools cannot achieve your goals.
- 60. Hypothetical Company, LLC AWeber Google Analytics Manual Social Posting Internal Tracking Sitecore Salesforce HootsuiteBrightcove
- 61. Hypothetical Company with Hypothetical Goals § We want to boost website traffic by 50%.
- 62. Hypothetical Company with Hypothetical Goals § We want to boost website traffic by 50%. Not a good business goal; more traffic isn’t better traffic.
- 63. Hypothetical Company with Hypothetical Goals § We want to boost website traffic by 50%. § We want to increase awareness of our Real Estate practice.
- 64. Hypothetical Company with Hypothetical Goals § We want to boost website traffic by 50%. § We want to increase awareness of our Real Estate practice. Needs to be measurable.
- 65. Hypothetical Company with Hypothetical Goals § We want to boost website traffic by 50%. § We want to increase awareness of our Real Estate practice. § We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them.
- 66. Hypothetical Company with Hypothetical Goals § We want to boost website traffic by 50%. § We want to increase awareness of our Real Estate practice. § We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them. § We want to automate posting our corporate news to LinkedIn.
- 67. Goal: AWeber Google Analytics We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them. Sitecore Salesforce HootsuiteBrightcove
- 68. Goal: Google Analytics We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them. AWeber Newsletter Signup Forms Sitecore Salesforce HootsuiteBrightcove
- 69. Goal: Google Analytics We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them. AWeber Using AWeber connector for Salesforce Newsletter Signup Forms Sitecore Salesforce HootsuiteBrightcove
- 70. Goal: Google Analytics We want to know when potential customers sign up for our Real Estate newsletter so that our practice lead can reach out to them. AWeber Contact integration Sitecore + WFFM + ExM Salesforce HootsuiteBrightcove
- 71. Goal: AWeber Google Analytics We want to automate posting our corporate news to LinkedIn. Sitecore Salesforce HootsuiteBrightcove
- 72. Goal: AWeber Google Analytics We want to automate posting our corporate news to LinkedIn. Sitecore Salesforce HootsuiteBrightcove Hootsuite Syndicator App.
- 73. Goal: AWeber Google Analytics We want to automate posting our corporate news to LinkedIn. Sitecore + Social Salesforce HootsuiteBrightcove Sitecore Social Experience
- 74. Choosing the right approach is not always easy.
- 75. Implementing the right approach is not always easy.
- 76. It is not as simple as picking the best product.
- 77. You need to choose what works for your team and your organization.
- 78. Now, How Do You Get Started? ?
- 79. Now, How Do You Get Started? § What Tools do you have?
- 80. Now, How Do You Get Started? § What Tools do you have? § How do you utilize them?
- 81. Now, How Do You Get Started? § What Tools do you have? § How do you utilize them? § What are your Hubs and Spokes?
- 82. Now, How Do You Get Started? § What Tools do you have? § How do you utilize them? § What are your Hubs and Spokes? § What are your Goals?
- 83. Now, How Do You Get Started? § What Tools do you have? § How do you utilize them? § What are your Hubs and Spokes? § What are your Goals? § How can you utilize your current tools or new tools to meet those Goals?
- 84. Just Think…
- 85. …This Could Be You! 2000 2005 2010 2015 2020 Complexity Time Resources
- 86. Thank You!