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The MarTech Cocktail: Selecting & implementing the right technology for your brand London, October 2015
Theresa Regli @theresaregli
[email protected] www.realstorygroup.com
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Copyright © 2015 Real Story Group www.realstorygroup.com 2
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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….
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My favorite cocktail: The Last Word
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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
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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
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Agile development methods: test. Test again.
Img src: New York Times 7
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Try different combinations. Employ user testing.
Img source: New York Times 8
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Prepare for rollout. Disguise what’s underneath.
Create a complete user experience, present it with style.
Images source: seriouseats.com
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Designing an immersive, trans-media experience
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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
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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
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Copyright © 2015 Real Story Group www.realstorygroup.com
TODAY’S AGENDA
• Digital Marketer’s Toolkit / Ingredients • A look at some marketplace segments • Key issues and differentiators • The right way to select these tools….
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Digital Marketing Toolkit
Marketing Automation Social Monitoring
Digital & Media Asset Management
Web Content & Experience Management
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Copyright © 2015 Real Story Group www.realstorygroup.com
TODAY’S AGENDA
• Digital Marketer’s Toolkit / Ingredients • A look at some marketplace segments • Key issues and differentiators • The right way to select these tools….
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Listening to our customers
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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
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DAM = digital asset management
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Copyright © 2015 Real Story Group www.realstorygroup.com
The Mythical Digital Marketing “Suite”
Source: IBM
Source: Adobe
Source: Oracle
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Many Dimensions to Scale
Geographies
Actors
Campaigns
Asset & Info Management
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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….
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Copyright © 2015 Real Story Group www.realstorygroup.com
It’s all about “fit”
Scenario Fit
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It’s all about “fit”
Technology Fit
Scenario Fit
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It’s all about “fit”
Partner Fit
Technology Fit
Scenario Fit
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Copyright © 2015 Real Story Group www.realstorygroup.com
It’s all about “fit”
Partner Fit
Technology Fit
Scenario Fit
Value Fit
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Copyright © 2015 Real Story Group www.realstorygroup.com
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
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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
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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?
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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
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Making cocktails is FUN !
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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
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