Pete Amundson@peteamundson

Creating Digital Harmony

The Marketing Technology Ecosystem

Marketing Technology Ecosystem

Website

Marketing Technology Ecosystem

CMS

Marketing Technology Ecosystem

CMS

Intranet

Marketing Technology Ecosystem

CMSCRM

Email

AnalyticsIntranet

Marketing Technology Ecosystem

CMSCRM

Email VideoSocial Media

RFP RFI

Analytics

Event Management

Intranet

Marketing Technology Ecosystem

CMSCRMERP

DAM

Email VideoSocial Media

RFP RFI

Analytics

CDN

Syndication

Event Management

Ads

Intranet

Apps

Complexity Is Outpacing Resources

2000 2005 2010 2015

Complexity Time Resources

Stop and Breathe

Take a Step Back

Even though it is complex, there are ways to demystify and simplify.

DISCOVERYFirst, let’s do a little

Content Management Systems

Sitecore WordPress DrupalHome-Built Proprietary

Joomla! KeystoneEktron /

EPiServer Adobe CQ Magento

Customer Relationship Management Tools

Salesforce Dynamics SugarCRM Infusionsoft Proprietary

InterActionZOHO CRM QuickBase Solve CRM NetSuite

Email Marketing Systems

GetResponse AWeberConstant Contact Unbounce SendGrid

MailGunCampaign Monitor

ExactTarget iContact Mandrill

Eventbright

WebEx

GoToWebinar

Events

Google Analytics

WebTrends

SiteImprove

Analytics

Hootsuite

Komfo

SproutSocial

Social Media

Vimeo

Youtube

Brightcove

Video

Qorus

Qvidian

TinderBox

RFP/RFI

I have these tools, but they aren’t working together.

First thing’s first, figure out what you have.

Hypothetical Company, LLC

AWeber Salesforce

HootsuiteBrightcoveGoogle

Analytics

Sitecore

Next, map out ways that they are already working together.

Hypothetical Company, LLC

SitecoreAWeber Salesforce

HootsuiteBrightcoveGoogle

Analytics

Hypothetical Company, LLC

AWeber

Google Analytics

Newsletter Signup Forms

Sitecore Salesforce

HootsuiteBrightcove

Hypothetical Company, LLC

AWeber

Google Analytics

Public Visitor Tracking

Sitecore Salesforce

HootsuiteBrightcove

Hypothetical Company, LLC

AWeber

Google Analytics

Embedded Video

Sitecore Salesforce

HootsuiteBrightcove

Hypothetical Company, LLC

AWeber

Google Analytics

Manual Social Posting

Internal Tracking

Sitecore Salesforce

HootsuiteBrightcove

All Marketing Technologies are not created equal.

Marketing Technology is Comprised of Hubs and

Spokes

https://www.fl i ckr .c om/ photos/ par eeer ic a/4499 2451 00

Hypothetical Company, LLC

AWeber

Google Analytics

Manual Social Posting

Internal Tracking

Sitecore Salesforce

HootsuiteBrightcove

Hubs + Spokes: What are Spokes?

Hubs + Spokes: What are Spokes?

Spokes are typically less complex.

Hubs + Spokes: What are Spokes?

Spokes are typically less complex.

Spokes are typically more nimble technologies.

Hubs + Spokes: What are Spokes?

Spokes are typically less complex.

Spokes are typically more nimble technologies.

Spokes are domain specific.

Hubs + Spokes: What are Spokes?

Spokes are typically less complex.

Spokes are typically more nimble technologies.

Spokes are domain specific.

Spokes are interchangeable.

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.

Marketing Technology Spokes

CMSCRMERP

DAM

Email VideoSocial Media

RFP RFI

Analytics

CDN

Syndication

Event Management

Ads

Intranet

Apps

Hubs + Spokes: What are Hubs?

Hubs + Spokes: What are Hubs?

Hubs are complex systems.

Hubs + Spokes: What are Hubs?

Hubs are complex systems.

Hubs aggregate data.

Hubs + Spokes: What are Hubs?

Hubs are complex systems.

Hubs aggregate data.

Hubs syndicate data.

Hubs + Spokes: What are Hubs?

Hubs are complex systems.

Hubs aggregate data.

Hubs syndicate data.

Hubs are very enterprise-y.

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 + 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.

Marketing Technology Hubs

CMSCRMERP

DAM

Email VideoSocial Media

RFP RFI

Analytics

CDN

Syndication

Event Management

Ads

Intranet

Apps

Hubs + Spokes: What are the Best Hubs?

Hubs + Spokes: What are the Best Hubs?

Leverage both Marketing and Technology Ecosystems

Hubs + Spokes: What are the Best Hubs?

Leverage both Marketing and Technology Ecosystems

Have Documented APIs

Hubs + Spokes: What are the Best Hubs?

Leverage both Marketing and Technology Ecosystems

Have Documented APIs

Have Global Partners

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

Hubs: Marketing Automation Platforms

Sitecore HubSpot Marketo Eloqua Salesfusion

Pardot Adobe Campaign

Microsoft Dynamics Marketing

Act-On eTrigue

What Do I Want to Accomplish?

GOAL SETTINGTime for some

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.

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.

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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.

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.

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.

Hypothetical Company, LLC

AWeber

Google Analytics

Manual Social Posting

Internal Tracking

Sitecore Salesforce

HootsuiteBrightcove

Hypothetical Company with Hypothetical Goals

§ We want to boost website traffic by 50%.

Hypothetical Company with Hypothetical Goals

§ We want to boost website traffic by 50%.Not a good business goal; more traffic isn’t better traffic.

Hypothetical Company with Hypothetical Goals

§ We want to boost website traffic by 50%.

§ We want to increase awareness of our Real Estate practice.

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.

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.

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.

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

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.

AWeberNewsletter

Signup Forms

Sitecore Salesforce

HootsuiteBrightcove

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

SalesforceNewsletter

Signup Forms

Sitecore Salesforce

HootsuiteBrightcove

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.

AWeberContact

integration

Sitecore + WFFM + ExM

Salesforce

HootsuiteBrightcove

Goal:

AWeber

Google Analytics

We want to automate posting our corporate news to LinkedIn.

Sitecore Salesforce

HootsuiteBrightcove

Goal:

AWeber

Google Analytics

We want to automate posting our corporate news to LinkedIn.

Sitecore Salesforce

HootsuiteBrightcove

Hootsuite Syndicator

App.

Goal:

AWeber

Google Analytics

We want to automate posting our corporate news to LinkedIn.

Sitecore + Social

Salesforce

HootsuiteBrightcove

Sitecore Social Experience

Choosing the right approach is not always easy.

Implementing the right approach is not always easy.

It is not as simple as picking the best product.

You need to choose what works for your team and your

organization.

Now, How Do You Get Started?

?

Now, How Do You Get Started?

§ What Tools do you have?

Now, How Do You Get Started?

§ What Tools do you have?

§ How do you utilize them?

Now, How Do You Get Started?

§ What Tools do you have?

§ How do you utilize them?

§ What are your Hubs and Spokes?

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?

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?

Just Think…

…This Could Be You!

2000 2005 2010 2015 2020

Complexity Time Resources

Thank You!