the martech cocktail: selecting and implementing the right technology for your brand by theresa...

The MarTech Cocktail: Selecting & implementing the right technology for your brand London, October 2015

Theresa Regli @theresaregli

[email protected] www.realstorygroup.com

Copyright © 2015 Real Story Group www.realstorygroup.com

TODAY’S AGENDA

•  Digital Marketer’s Toolkit / Ingredients •  Key issues and differentiators •  A look at some marketplace segments •  The right way to select these tools….

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My favorite cocktail: The Last Word

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Inventing cocktails is part art, part science

Base Spirit Citrus Juice Sweet Liqueur Herbal Liqueur

Gin Lime Maraschino Green Chartreuse

Bourbon Lemon Tuaca Absinthe

Brandy Lime Madiera Green Chartreuse

Tequila Grapefruit Kirsch Aperol

Scotch Lemon Amaretto Douglas fir eau de vie

Balance, and understanding what each ingredient imparts and the role each one plays, is vital to success

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The Digital Marketing Cocktail

Base Technology

WIP Juice Sweet User Experience Add Herbal Complexity - integrations

CRM system DAM System WCM System

HTML5 Product Information and Lifecycle Management

Social Media Monitoring

Targeted mobile apps Social media platforms

Marketing automation

Touch-screen interactions ERP

Collaboration tools

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Agile development methods: test. Test again.

Img src: New York Times 7


Try different combinations. Employ user testing.

Img source: New York Times 8


Prepare for rollout. Disguise what’s underneath.

Create a complete user experience, present it with style.

Images source: seriouseats.com

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Designing an immersive, trans-media experience

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Modern Marketing: No Single Technology….

Brand Marketer’s

Cocktail

Web CMS Mobile

DAM

MRM

CRM

Call Centers & Kiosks

Analytics & Optimization

Profiling & Personaliz’n

Social Intelligence

Social Engagement

Marketing Automation

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Digital Marketing Reference Models

Social

Engagement Connect and engage

in social media

CDN Speed Digital

Delivery

OVP Deliver Streaming

Video

Optimization Analyze, test, and optimize

Mobile Middleware Custom mobile

experiences

E-commerce Conduct

Transactions

Community Discussions and profiles

Consumer Analytics Collect and report

on behavior

Portals Transact business

Page Layout Develop Print materials

and packaging

Contact Center Address customer

inquiries

BI Analytics PIM MDM ERP CRM

Marketing

Automation Manage email and social campaigns

WCM

Manage web content and customer

experience

DAM / MAM

Manage images and video

CONTENT & ENGAGEMENT MANAGEMENT

ENTERPRISE DATA FOUNDATION

Social Email Website Mobile Print TV

MAJOR CHANNELS

Enterprise Data

MARKETING & SALES SERVICES


TODAY’S AGENDA

•  Digital Marketer’s Toolkit / Ingredients •  A look at some marketplace segments •  Key issues and differentiators •  The right way to select these tools….

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Digital Marketing Toolkit

Marketing Automation Social Monitoring

Digital & Media Asset Management

Web Content & Experience Management

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TODAY’S AGENDA

•  Digital Marketer’s Toolkit / Ingredients •  A look at some marketplace segments •  Key issues and differentiators •  The right way to select these tools….

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Listening to our customers

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More overlapping functionality

MA DAM Lead Management

Campaign Management: Email Mobile Social

Landing Page Management Image management

Agency collaboration & customer support

Branded portals

Collateral Distribution

Brand Marketing

Customer role & group management

MA = marketing automation

Targeted Content Delivery

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DAM = digital asset management


The Mythical Digital Marketing “Suite”

Source: IBM

Source: Adobe

Source: Oracle

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Many Dimensions to Scale

Geographies

Actors

Campaigns

Asset & Info Management

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TODAY’S AGENDA

•  Digital Marketer’s Toolkit / Ingredients •  Key issues and differentiators •  A look at some marketplace segments •  The right way to select these tools….

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It’s all about “fit”

Scenario Fit

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Technology Fit

Scenario Fit

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Partner Fit

Technology Fit

Scenario Fit

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Partner Fit

Technology Fit

Scenario Fit

Value Fit

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Running a demo

•  Make sure your team is represented

•  Beware of the “canned” demos

•  Demo your scenarios •  Each vendor should demo

same scenarios •  Ask the tough questions

–  Especially around pricing

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A Tale of Two Vendors

Scenario SP ET B2B Lead Management & Nurturing 1 2 B2C Offer Management 3 1 Social Media Monitoring 0 2 Social Media Intelligence 0 1 Social Marketing Campaigns 0 1 Social Customer Support & Engagement 0 2 Mobile Marketing 1 1

Silverpop vs. ExactTarget

Source: Real Story Group Evaluations

Scale = 0 to 4

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Competitive POC / Bake-Off

•  Final 2 •  Real scenarios •  Real content •  Real people •  Real environment •  Negotiate fees

•  Can be expensive, but what’s the cost of a failed implementation?

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Strategic Considerations

Vendor Intangibles Rating Vendor Professional Services 2 Channel Partner Services 1 Support & Community 2 Strategy & Roadmap 3 Viability & Stability 1

Marketo Evaluation. Source: Real Story Group

Scale = 0 to 4

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Making cocktails is FUN !

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Thank you! CHEERS!

“The best audience is intelligent, well-educated and a little drunk.” -- Alben W. Barkley

•  Please visit our web site: realstorygroup.com –  Vendor/product evaluations –  Analyst advisory papers –  Webinars –  One-on-one analyst advice

Download a free research excerpt: www.realstorygroup.com/Sample Follow us on Twitter: @realstorygroup @theresaregli

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