to build or buy a marketing cloud by travis wright

The Marketing Technology Conference

August 19, 2014

To Build or Buy a Marketing CloudTravis Wright | Chief Growth Officer | MediaThinkLabs | @teedubya | @TheCMTO

#MARTECH

Who is this Travis Wright dude?

@teedubya

• Radio Disc Jockey at Age 13.

• Stand-up comedian since 1995.

• Web developer since 1996.

• Helped Roll out Superpages.com in 1997.

• 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 Digital

• Tech Journalist for Technorati, Tech.co, MarketingLand, Salesforce & Adobe

• Host of Technorati’s Social Brands & Influencer Podcast

• @teedubya & @TheCMTO on Twitter

#MARTECH

Who is this Travis Wright dude NOT?

@teedubya#MARTECH

@teedubya#MARTECH

Who is this Travis Wright dude NOT?

@teedubya#MARTECH

http://leesmallwood.com/

@teedubya#smx

Business Relationship Optimization

@teedubya#MARTECH

@teedubya#MARTECH

Silos and Silos of Data

@teedubya#MARTECH

@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

@teedubya#MARTECH

Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey

@teedubya#MARTECH

Obligatory Gartner 2017 CMO Quote

“By 2017 the CMO will Spend More on IT than the CIO.”

@teedubya#MARTECH

@teedubya#GrowthBeat

90% of people use multiple

screens sequentially.

@teedubya#MARTECH

• Beyond Integrated Marketing

• Cross-device, Omni-channel

• Real-time 1:1 Personalization

• Ownership of all Data

• Beyond Optimization

• Awesomeization

@teedubya#MARTECH

@teedubya#MARTECH

Source: Experian 2014 Digital Marketer Report

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

@teedubya#MARTECH

The Tech Giants Are Acquiring Marketing Clouds To Compete

@teedubya#MARTECH

What are Marketing Clouds?

• Acquired, non-integrated solutions

• Walled-gardens leave many

marketing technologies excluded

or unsupported

• Assembling a best-of-breed solution

demands you build-your-own

‘marketing cloud’ #BYOC

@teedubya#MARTECH

To Build, or not to Build: That is the question.

The Marketing Cloud is Getting Foggy

@teedubya#MARTECH

@teedubya#MARTECH

The Marketing Cloud Space is Kinda Stormy

@teedubya#MARTECH

@teedubya#MARTECH

Tag Management SystemTag Management System @teedubya#MARTECH

To Build: That is the Answer!

@teedubya#MARTECH

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#MARTECH

Source: Tealium

Governance playbook is outdated and can't possible prepare teams for every

possible scenario

”No time to discuss this as a committee, kid!"

@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?

@teedubya#MARTECH

Data Chaos Digital Marketing Agility

Retargeting

Analytics

Before

OptimizationAd Serving

Media

Disjointed data

collection

OptimizationAd Serving

AnalyticsRetargeting

Data LayerData Layer

Media

Centralised

data collection

After

@teedubya#MARTECH

Forrester Calls This Trend….The Age of the Customer

“Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.”

@teedubya#MARTECH

• Title

• Time in the job

• Works directly with

• Daily tasks

• Responsibilities

• Likes/dislikes about job

• Frustrations

• Pressures

• Concerns

• Needs

• Role in buying process

• Buying stage

• Drivers

UNDERSTAND YOUR BUYERS PERSONAS

@teedubya#MARTECH

• Interview Current Customers

• A/B Testing

• Try Progressive Profiling

• Study Your Web Analytics

• Leverage Your Competition

• Use LinkedIn and other

Industry Networks

• Go to Events

RESEARCH YOUR BUYER PERSONAS

@teedubya#MARTECH

@teedubya

Up Close and Persona http://UpCloseAndPersona.comUp Close and Persona http://UpCloseAndPersona.com

@teedubya

Facebook Graph Search opens up many different opportunities, BRO.

@teedubya#MARTECH

#MARTECH @teedubya

@teedubya#MARTECH

@teedubya

@teedubya#MARTECH

@teedubyaSearchSocialSummit

@teedubya#MARTECH

#SIC2013 @teedubya

Unify Your Data at the Sourceor

…You could always get all your vendors on a conference call

Not all data has been yours or was unified

Missing data

• Ad impressions

• Social interactions

• Video consumption

Disjointed owned data

• Website analytics

• Mobile tracking

• Email data

Improve marketing agility with data ownership

• Collect rich online data

• Make data first party to you

• Switch vendors, keep the data

Advanced Techniques Required To Optimize For Omni-Channel

Personalization & Attribution

U.S. retailers lose nearly

$100 billion each year

from poorly executed

cross-channel marketing

efforts.

Source: DataMonitor

@teedubya#MARTECH

#SIC2013

#SIC2013

AGILE

#SIC2013

NOT AGILE

@teedubya

PLATFORM: Combine Any Solution in an Open Cloud

@teedubya#MARTECH

• Don't restrict marketing agility by being

vendor-locked in a closed cloud

• No single closed cloud can solve all your

marketing use cases

• Unlock all options to find the best fit for your

business

• Take advantage of the best "primo TAG-lio"

digital marketing solutions in the industry

DATA: Unify Marketing with Data Ownership

@teedubya#MARTECH

• Assemble your own data layer to unify

and enrich all your marketing solutions

• Ensure data quality, consistency, and

privacy across all vendor solutions

• Standardize and share visitor profiles

and actionable segments across your

cloud

• Break down marketing program silos &

unify teams with coordinated data

CUSTOMER: Focus on the Customer Journey

@teedubya#MARTECH

• Establish a 360 degree view of your customer

across all channels and devices

• Assess customer value to optimize marketing

spend and personalize offer depth

• Build relationships by engaging in omni-

channel 1:1 conversations with your

customers

MARKETING: Take Real-Time Action

@teedubya#MARTECH

• Batch processing of data inhibits

marketing agility and effectiveness

• Manage data in real-time to take

real-time, intelligent action

• Coordinate marketing decisions and

interactions across solutions

• Improve ROI with relevent offers

and content

@teedubya

Maxymiser @maxymiser http://maxymiser.comMaxymiser @maxymiser http://maxymiser.com

@teedubya#MARTECH

Monetate @monetate http://monetate.comMonetate @monetate http://monetate.com

@teedubya#MARTECH

DemandBase @demandbase http://demandbase.comDemandBase @demandbase http://demandbase.com

@teedubya#MARTECH

Demandbase solutions

add value and insight to

the technologies you

already use.

LiveRamp @liveramp http://liveramp.comLiveRamp @liveramp http://liveramp.com

@teedubya#MARTECH

Benefits

• “Siloed” solutions enhance one another

• Collect, Own and Act on your data everywhere

• Leverage Best-of-Breed solutions without vendor lock-in

• Omni-channel profiles

• Single line of code

• Data onboarding & syndication

• 100% of technologies supported

ENSIGHTEN DATA LAYER (EDL)Standardize and control data across all 3rd party clouds, platforms and tools

AGILE MARKETING PLATFORM (AMP)Hybrid Client-Server Technology

<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>

Pri

vacy

Pu

lse

On

e

Data Collection & Activation

Ap

ps

Ma

rke

t

Ma

na

ge

Mo

bile

Info

rm

Att

rib

uti

on

Tag Management & Testing

Ensighten @ensighten http://ensighten.com

Ghostery @ghostery http://ghostery.comGhostery @ghostery http://ghostery.com

@teedubya#MARTECH

ObservePoint @observepoint http://observepoint.comObservePoint @observepoint http://observepoint.com

@teedubya#MARTECH

NerdyData @nerdydata http://nerdydata.comNerdyData @nerdydata http://nerdydata.com

@teedubya#MARTECH

@teedubya

importio @importio http://import.ioimportio @importio http://import.io

@teedubya#MARTECH

@teedubya

Advocate Technology Platforms

@teedubya#kciabcbcs

@teedubya

BuzzSumo @buzzsumo http://buzzsumo.comBuzzSumo @buzzsumo http://buzzsumo.com

@teedubya

@teedubya

TrackMaven @trackmaven http://trackmaven.comTrackMaven @trackmaven http://trackmaven.com

@teedubya

RivalIQ @rivaliq http://rivaliq.comRivalIQ @rivaliq http://rivaliq.com

http://socedo.comhttp://socedo.com

Get Little Bird @getlittlebird http://www.getlittlebird.comGet Little Bird @getlittlebird http://www.getlittlebird.com

@teedubya

Data.com @data http://data.comData.com @data http://data.com

@teedubya

@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/17templates

Twitter Cards www.dev.twitter.com/cardsSimplyMeasured www.simplymeasured.com

The Advanced Guide to Content Marketing

bit.ly/advcontent

@teedubya

17 Killer Content Templates: bit.ly/17templates

Twitter Chat Master List: http://bit.ly/TwitterChatMaster

Feature your Brand on Tumblr: http://brands.tumblr.com

Complete Guide to Twitter Cards: dev.twitter.com/docs/cards

The Advanced Guide to Content Marketing: bit.ly/advcontent

AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource

Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools

The 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/4yqEOj

The 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-strategies

The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro

The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner

Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw

Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas

Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers

The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition

Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubya’s Mind Blowing Tools

ccpglobal.com/martech

@teedubya’s Mind Blowing Tools

ccpglobal.com/martech

@teedubya135

#SIC2013

@teedubya http://bit.ly/teedubyatools [email protected]@teedubya http://bit.ly/teedubyatools [email protected]

to build or buy a marketing cloud by travis wright

Marketing

martech source

marketing clouds

marketing strategies

marketing technologies

marketing mix

marketing strategy

teedubya facebook graph

teedubya radio disc