ektron marketing agility webinar
DESCRIPTION
Ektron Marketing Agility webinar slides from 1/27/2011.TRANSCRIPT
Increase your marketing agilityan Ektron Webinar
Tom Wentworth
Vice President of Web Solutions @ Ektron
10 years in web content management, 15 in enterprise software
Twitter @twentworth12
LinkedIn http://www.linkedin.com/in/twentworth12
Blog http://ektron.com/tomwentworthblog
Slideshare http://ektron.com/twentworth12
About Me
B2B & B2C marketing challenges. Or- why CMO’s keep their LinkedIn profiles updated
What does marketing agility mean? Does it mean agile marketing?
4 tips for increasing marketing agility.
About Ektron, next steps, and suggested reading.
Agenda
Marketing is Hard
http://www.flickr.com/photos/bcymet/3292063588/sizes/l/in/photostream/
Business-to-Consumer
http://www.flickr.com/photos/juska/163818086
Balance of power has shifted betweenbuyers and
marketers
http://www.flickr.com/photos/rathian/233438086
Delight Customers
http://www.flickr.com/photos/will-lion/2646432270/
Business-to-Business
Channel Complexi
ty
Website
Social media
Video
Paid search
PR
Direct Mail
Tradeshows
Display
The Leads are Weak
http://www.flickr.com/photos/akbar2/4843218127
Supr
eme
Court
Just
ice
US Av
erag
eCM
O
My
first
job
051015202530
Average Job Tenure
We need a better way
Agile
adj. Characterized by quickness, lightness, and ease of movement; nimble.
Antonyms: brittle, clumsy, stiff
\“Continuous improvement is
better thandelayed perfection” – Mark Twain
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
Agile Marketing requires Marketing Agility
Use The ADAPT Framework To Combat The Barriers Of Traditional MarketingNovember 2010 “CMO Mandate: Adapt Or Perish”
1. End the reign of the HiPPO
2. Perfect is the Enemy of Good
3. Adapt campaigns in Real Time
4. Data is the Fuel of Agility
Four Tips for Increasing Marketing Agility
Tip #1 Tip #1 – End the reign of the HiPPO
Perfect is the
enemy of good
Tip #2
Author Design Publish
Create
Content Copy Call to action
Optimize
Targeted Multi-channel Social
Deliver
Goals Traffic sources Visitors
Analyze
Tip #3 Adapt campaigns in real time
Product interest Visit patterns Previous purchases Campaign
responses
Site Behavior
City, State, Zip Time zone OS Browser
Environment
Referring domain Search keyword Campaign ID Traffic type
Traffic Source
Salesforce MS Dynamics …
External Data
Anonymous Customer
Points of Context
Tip #4 Data is the fuel of agility
About Ektron Ektron provides mission critical web solutions that
drive revenue, improve customer satisfaction and increase productivity. Web content management, marketing optimization,
social business software
Over 8, 000 customers powering over 12,000 websites
Founded in 1998 with a track record of innovation and growth
Headquartered in Nashua, New Hampshire
Worldwide offices in United Kingdom, Australia, and Canada,
Resources & Additional Reading
Slideshare http://www.slideshare.net/ektron
Agile Marketing Blog http://www.agilemarketingblog.com/
Content Rules http://www.contentrulesbook.com/
Next Steps
To learn more about
Marketing AgilityVisit http://www.ektron.com/Products/Web-CMS/Marketing-Optimization/
Tom Wentworth VP, Web [email protected] @twentworth12 on Twitter