Marketing Technologies, Tools, and Tactics in the Age of the Evolving MarketerTravis Wright | Chief Marketing Technology Officer | CCP Global | @teedubya

February 5th, 2016

Who is this Travis Wright dude?

@teedubya

• Radio Disc Jockey at Age 13.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.• Military Intelligence and Russian Linguist in the US Army.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP Global • Tech Journalist for CMO.com, MarketingLand, Business.com & others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Hosting Venture Beat’s MarTech podcast launching in Q1.• @teedubya on Twitter

#DMS2015

Who is this Travis Wright dude NOT?

@teedubyaccpglobal.com/smssfbccpglobal.com/smssfb @teedubya

Silos and Silos of Data

@teedubyaccpglobal.com/rockit

@teedubya

• Ask & Answer the right questions

• Integrate marketing strategies

• Optimize your marketing mix

• Know your audience

• Recognize your customer

• Personalize customer journey

• Create a better user experiences

Data-Driven Marketing Making Smarter & More Impactful Decisions

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Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey

@teedubya

MARTECHWOMEN

@teedubya’s Tools – ccpglobal.com/rockit

Ghostery @ghostery http://ghostery.com

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Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

@teedubya#GrowthBeat

What are Marketing Clouds? • Typically non-integrated solutions:• Many ‘best of breed’ solutions sit

outside of existing marketing clouds• Well defined data layer allows

companies to ‘build your own marketing cloud’

@teedubya#GrowthBeat

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@teedubya

@teedubya

@teedubya

@teedubya

$11,222,000,000

Tag Management Brings Order to Marketing Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead NurturingMarketing Automation

Voice of Customer

Analytics

Chat

Banner Ads

Personalization

Search Engine Marketing

Visitor Remarketing

Visitor Retargeting

Social Marketing

• A/B Testing• Ad Networks• Affiliate Marketing

• Email Marketing• Lead Nurturing• Marketing Automation

• Analytics• Banner Ads• Chat

• Personalization• SEM• Social Marketing

• Visitor Remarketing• Visitor Retargeting• Voice of Customer

@teedubya

Source: Tealium

ccpglobal.com/rockit

Tag Management System @teedubya

To Build: That is the Answer!

Tag Management Options

If you’re an SMBccpglobal.com/rockit @teedubya

Ghostery @ghostery http://ghostery.com @teedubya#MARTECH

• Data is the Lifeblood for Digital Marketing

• Synchronized Data Definitions• Standardize and control data

distribution to partners & vendors• Better visitor attribution and

personalized insights

What is a Data Layer?

Look at your assets as Layers, Dimensions & Decisions

@teedubya

@teedubya

MAK

E SE

NSE

?

Retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts.

Source: DataMonitor

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Advanced Techniques Required To Optimize For Omni-ChannelPersonalization & Attribution

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#SIC2013

AGILITY

#SIC2013

NOT AGILE

WHY IS CONTENT MARKETING IMPORTANT?

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@JasonMillerCA

According to Adobe Research, Over 198 Million People Block Ads.

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CONTENT PLANNING & RESEARCH

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DivvyHQ http://DivvyHQ.com

Keyword research is foundation to contentMost people don’t do enough good quality keyword research.

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Distilled University https://www.distilled.net/u/keyword-research/

Keyword Research

Tool name Tool link

Google Keyword Planner http://goo.gl/YfmvKd

Ubersuggest http://goo.gl/GVcJ8v

Google Trends http://goo.gl/s2l3Bj

Google Correlate http://goo.gl/ZEYoeM

Merge Words http://goo.gl/Ln2rrt

Word Tracker http://goo.gl/9X6Bqe

KeywordTool.io http://goo.gl/7V7TBo

Moz Keyword Research Tool http://goo.gl/5AeCgc

Distilled University http://goo.gl/ATQBFy

@teedubyaccpglobal.com/rockit

UberSuggest http://ubersuggest.com

Help us Obiwan Contentobi – You’re our only hope.

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CONTENT CREATION

@teedubya

ccpglobal.com/rockit @teedubya

@teedubya

@teedubya

GREAT WAYS TO ORGANIZE CONTENT

@KMULLETT

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CURATE CONTENT

@KMULLETT

@teedubyaccpglobal.com/rockit

Nuzzel @Nuzzel http://nuzzel.com

@teedubya

BuzzSumo @buzzsumo http://buzzsumo.com

ccpglobal.com/rockit

CONTENT SCHEDULING & DISTRIBUTION

@teedubya

Bulk Buffer http://bulkbuffer.com @teedubya

Start a Fire @startafire? http://www.startafire.comccpglobal.com/rockit @teedubya

ccpglobal.com/smssfb @teedubya

Account Based Social Selling

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Facebook Graph Search opens up many different opportunities, BRO.

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Snip.ly @sniply http://snip.ly

2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!

Starbucks Inception

Wal-Mart

7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!

Wal-Mart Inception

Interest Graph Actions on Content

PROMOTION AND INFLUENCER OUTREACH

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@teedubya

GetLittleBird @GetLittleBird http://www.GetLittleBird.com

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How We Reach Her?

@teedubya

#1 The Simple NudgeHi Ann!

Big fan and long time follower. We made this thing that we think you’d like:http://me.com/thing

Let us know if you have any suggestions or Input!

Thanks!Me

@teedubyaVoilaNorbert @VoilaNorbert http://VoilaNorbert.com

@teedubyaConspire @Conspire http://conspire.com

@teedubya

#2 The Inclusion / Mention

@MarketingProfs, your research on B2C Content Trends and Research inspired us to make this: http://me.com/thing

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When content is inspired by or inclusive of a person/brand/place, let them know

Professional, respectful, well-thought-outPieces that advance conversations canWork even if they disagree w/ the target

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@teedubyaOutreach @Outreach_io http://outreach.io

@teedubya

#3 The Review

We reviewed the latest guide from @marketingprofs here:http://me.com/thing

@teedubya

Works when positive & authentic

Unless it’s been done to death (or if the brand is too big)

@teedubya

#4 The Network Effect

These 4 Accounts tend to share thingsThat major influencers later pick up:@SuchandSuch @thatoneguy@soandso @thatgirl

@teedubya

Influencers of Influencers are oftenEasier to target and reach

Even if the major targets don’t pick it up,It’s still a win

@teedubya

Advocate Engagement Platforms

ccpglobal.com/cmworld

@teedubya

Lead IQ @leadiq http://leadiq.io

#kciabcbcshttp://GetLittleBird.comNimble @nimble http://nimble.com

COMPETITIVE ANALYSIS & MEASUREMENT

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@teedubya

TrackMaven @trackmaven http://trackmaven.com

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Moz Open Site Explorer – Moz

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http://klear.com [formerly Twtrland]

NerdyData @nerdydata http://nerdydata.comccpglobal.com/rockit @teedubya

BuiltWith @builtwith http://builtwith.comccpglobal.com/rockit @teedubya

Over 2000 Marketing TechnologiesOver 40 Categories

And Growing….

@teedubya’s Tools – ccpglobal.com/rockit

@teedubya

Open Graph www.ogp.me Percolate www.percolate.com

Social Bro www.socialbro.com HARO www.helpareporter.com

Muck Rack www.muckrack.com GroupHigh www.grouphigh.com

Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templatesTwitter Cards www.dev.twitter.com/cards

SimplyMeasured www.simplymeasured.comThe Advanced Guide to Content Marketing

bit.ly/advcontent

@teedubya

17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersThe Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-editionPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubya’s Mind Blowing Tools – ccpglobal.com/rockit

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