delivering roi with marketing platforms

Delivering ROIwith Marketing

Platforms

Presented byRob Marlbrough, Co-Founder, CTO

Growing Brands With Fans

Introduction &BackgroundOver 15 years experience in corporate IT management, most recently at the company that developed Apple's 2011 iPad App of the Year, managing salesforce.com, database, and analytics integration.A San Diego Magazine Top Tech Exec Award nominee, founded Web Wizards Hosting and Minglestream, and now co-founder and CTO of Fandom Marketing, a marketing firm specializing in social media. Say hi on twitter: @DowntownRob Follow the brands:@FandomMarketing, @WebWizards, @Minglestream


Marketing PlatformsBuilding Blocks

What makes up a well-rounded marketing system? Core platforms and tools must work together:

● Customer Relationship Management (CRM)● Analytics● Marketing Automation (MA)● Content Management System (CMS)



There are other systems that could be integrated:

● Email marketing● Search● e-Commerce● Social Media● Text messaging


Each platform contributes a different value to the marketing ecosystem CRM is the Who.CMS is the What.Analytics is the How.MA is the Why.



Traditional CRM: collects detailed demographic and transaction data about prospects and customers. Social CRM: Exploring how to capture social, web site visitor, and other data to analyze and measure behavior, deliver personalized content matching individual interests.


Marketing PlatformsCRM is the Who

Typical analytics track and then measure how your prospects and customers are engaging with your platforms. With today's tools like Google Analytics, you can track and measure individual paths, create automated responses to those paths, and deliver dynamic content based on patterns.


Marketing PlatformsAnalytics is the How

Marketing automation can be used to deliver content that targets why prospects engaged with your platforms, help build ongoing relationships.


Marketing PlatformsAutomation is the Why

A CMS is the core of publishing content: add, revise, approve, publish. Today's CMS systems add automation including distribution, search engine optimization (SEO), social media, mobile, email, syndication, and more.


Marketing PlatformsCMS is the What

The fastest growing CMS is Wordpress. Started as a blogging platform, it now powers 49% of the top tech web sites including Mashable, TechCrunch, etc. Community driven, with over 19,000 plugins.


Marketing PlatformsCMS is the What

ROI can be boosted in a few ways:

● increasing efficiency = increased results for the same spend

● decreasing costs = same results for less spend

● increasing efficiency

and decreasing costs = increased results AND less spend


Marketing PlatformsDelivering the ROI

Using scalable open source software can bring the biggest boost to ROI. It can increase efficiency through automation and scalability. It can save thousands of dollars in licensing fees. It's not for everyone. It takes trust, skill, and guts.



A safer hybrid approach: Choose marketing platforms that have license-free options but sell enterprise support, and phase out their support over 1-2 years, developing or hiring expertise in-house. Win, win, win.



ROI-boosting platforms of choice: CRM: Sugar CRMCMS: Wordpress CoreAutomation: Wordpress pluginsAnalytics: Google Analytics Bonus platforms:For email: MailchimpFor social: Sprout Social



Started with:● Salesforce ($56K annually)● Boomi database integration platform ($20K annually)● custom licensing platform● custom e-commerce● custom CMS

Transition to:

● Sugar CRM● Wordpress for web site CMS, and e-Commerce● stand-alone licensing service (API) distributes keys● Saving $76K annually, simplified, more reliable system


Marketing PlatformsMaking the Transition

Marketing PlatformsMore Information

Resources with more information: Wordpress and marketing platform independence:http://www.building43.com/blogs/2011/01/26/marketing-platform-independence/

Developing a Content Marketing Platform:http://www.clickz.com/clickz/column/2173985/developing-operating-content-marketing-platforms?utm_source=twitterfeed&utm_medium=twitter

22 Social Media Marketing Platformshttp://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/


http://www.building43.com/blogs/2011/01/26/marketing-platform-independence/

http://www.clickz.com/clickz/column/2173985/developing-operating-content-marketing-platforms?utm_source=twitterfeed&utm_medium=twitter

http://www.clickz.com/clickz/column/2173985/developing-operating-content-marketing-platforms?utm_source=twitterfeed&utm_medium=twitter

http://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/

http://www.toprankblog.com/2010/09/22-social-media-marketing-management-tools/

Any questions?


Web: fandommarketing.comTwitter: @FandomMarketing

Email: [email protected]

delivering roi with marketing platforms

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