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Marketing technology landscape explosion and CMS evolution

The most popular and pervasive meme at the recent Gilbane Conference on Content and the Digital Experience was certainly “marketing technologist”. There were many other topic streams but none quite so critical to marketings’, and marketers’, future (and not only marketers, but that’s another story).

One of the three questions we posed to our speakers prior to the conference was, Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be? A number of speakers, including Scott Brinker, provided answers in our speaker spotlight series. Scott also delivered the keynote What is a Marketing Technologist? where he shared a graphic he had created of the marketing technology landscape that illustrates what a marketing technologist has to deal with. Last week he published the new substantially enhanced version below that is now a must-have reference tool.

Marketing technology landscape

What makes Scott’s latest version dramatically more valuable for marketers and IT, or anyone involved in digital experience strategies and architectures is the organizational structure he added. As Scott says this is not perfect or the final word. But the six technology categories and structure are certainly a courageous stake in the ground.

Martec marketing technology categories

Be sure to read Scott’s full post, where he explains what he has done in more detail, provides links to high resolution .png and .pdf versions of the marketing technology landscape super graphic 3.0, links to additional resources, and answers the many comments he has received.

Web content management

Scott’s new landscape also provides some food for thought regarding a second major theme at the conference, which we included in another of the three questions for the speaker spotlights: Do you think “web content management” should be the hub of digital experience management implementations? If so, should it have a new name to match an expanded role? If not, what should be at the center? A slightly different way to think about this is to ask where the center of gravity is in marketing technology architectures.

Scott places WCM and all its variations (CEM, CXM, DXM, etc.) in the Marketing Backbone Platform category. This is surely where it belongs, but it raises lots of questions about just how it ties in with or ties together all the other categories and the variety of technologies within them. And of course there is overlap and competition for the center-of-gravity crown between e-commerce, CRM, and marketing automation platforms, though some of them may not realize it yet. This will be a very interesting game to watch in 2014 (and certainly one we’ll be addressing in this year’s conference). See Scott’s thoughts on this in his CMS Wire post on 9 Key Facts about Web CMS in the Marketing Technology Landscape.

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Press Release: Gilbane Conference Keynotes Share Strategies for Building Next-Generation Digital Experiences

Gilbane Conference 2013, Banner, Content and the Digital Experience

The rapid-fire format allows attendees to get the most from their keynote experience

Boston — October 10, 2013BUSINESS WIRE – The Gilbane Conference 2013 (http://gilbaneconference.com), now in its 12th year, taking place December 3–5 at the Westin Boston Waterfront, features a stellar mix of leading industry practitioners and analysts in its two keynote sessions.

In the first keynote session, hear from two marketing executives at global organizations who have critical responsibilities for digital experience strategy and delivery. Our third speaker, a technologist who co-founded a company to help brands and agencies implement digital experiences, authors the well-known and highly Chief Marketing Technologist blog covering the intersection of marketing and technology.

The keynotes, scheduled on Tuesday, December 3 at 8:30 a.m., and 11:00, a.m., are moderated by conference founder and chair, Frank Gilbane. The first features the following speakers and topics:

  • Sara Larsen, Vice President, Digital Marketing, SAP
    Squeeze Every Penny Out of Your Content Investment
  • Meghan Walsh, Senior Director, eCommerce Platform System Management, Marriott International
    Rethinking Content Delivery: Moving Beyond a Traditional Web Content Management Approach
  • Scott Brinker, Founder & CTO, ion interactive, inc., and Author, Chief Marketing Technologist Blog
    What Is a Marketing Technologist?

“One of the unique benefits of our conferences is that we always include industry analysts from multiple competing firms to ensure our conference attendees hear differing opinions so they can make better informed decisions” says Gilbane Conference founder and chair, Frank Gilbane. “In our second keynote session, we have senior analysts from Gartner, Forrester, and Real Story Group. Each will address a topic crucial to digital experience strategies for customers and employees.”

Speakers and topics include:

  • Jake Sorofman, Research Director, Marketing Leaders Research Team, Gartner
    Move Over Big Data — Here Comes Big Content!
  • Stephen Powers, Vice President and Research Director, Forrester Research
    The Context Conundrum?
  • Tony Byrne, Founder, Real Story Group
    ShakesPoint: What the Bard Could Teach Us About SharePoint — And the Digital World

To register to attend the Gilbane Conference 2013 go to https://secure.infotoday.com/forms/default.aspx?form=gil2013 or phone 1-800-300-9868. For a limited time, those who sign up for the ConferencePlus Pass will receive a Google Nexus 7.

Media registration is open to working journalists and analysts with commercial news organizations and research firms. To register for free, please go to .

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About Bluebill Advisors and Gilbane.com
Gilbane.com was launched in 1996 by Frank Gilbane. Bluebill Advisors, Inc. is a technology analyst firm focused on disruptive information technologies and their potential for strategic application. The firm has advised hundreds of organizations representing a wide range of industries and has helped executives responsible for a variety of functions, including corporate strategy, marketing, investment, product development and support, engineering, and publishing. Bluebill has created the program and chaired the Gilbane Conferences since its inception in 2002.

About Information Today, Inc.
Information Today, Inc., (www.infotoday.com) is a leading publisher and conference organizer in the field of technology and technology applications in today’s enterprise. In addition to producing the KMWorld, CRM Evolution, and Customer Service Experience conferences, Information Today, Inc. publishes KMWorld, EContent, and CRM magazines and their corresponding websites (www.destinationCRM.com, www.econtentmag.com, and www.kmworld.com). The company also publishes Streaming Media and Speech Technology magazines and organizes several other technology conferences including the Gilbane Conference.

Contact:

Information Today
Misty Simms, 859-278-2223
msimms@infotoday.com

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Gilbane Boston workshop details posted

The best way to start the Gilbane conference is by attending one or two of the pre-conference workshops offered on Tuesday, November 27, 9:00 am to 4:00 pm:

  • Insider’s Guide to Selecting WCM Technology – Tony Byrne & Irina Guseva, Real Story Group
  • Implementing Systems of Engagement: Making it Work with the Team That Will Make it Work – Scott Liewehr & Rob Rose, Digital Clarity Group
  • So You Want to Build a Mobile Content App? – Jonny Kaldor, Kaldor Group (creators of Pugpig)
  • Content Migrations: A Field Guide – Deane Barker, Blend Interactive & David Hobbs, David Hobbs Consulting
  • Social Media: Creating a Voice & Personality for Your Brand – AJ Gerritson, 451 Marketing
  • Text Analytics for Semantic Applications – Tom Reamy, KAPS Group

See the schedule and full descriptions of the in-depth pre-conference workshops.

Please save the date and check http://gilbaneboston.com for further information about the main conference schedule & conference program as they become available.

New Location!
Intercontinental Boston Waterfront Hotel
510 Atlantic Avenue
Boston, Massachusetts 02210

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Welcome Back Real Story Group

We’re pleased to welcome back Real Story Group as an Analyst Sponsor of Gilbane Boston this year. Tony and team at the Real Story Group (previously CMS Watch) will be giving one of their popular in-depth pre-conference workshops (more details to be posted shortly), as well as participating in the main conference sessions, and in our Analyst Insight program for premium conference attendees.

See the Real Story Group Content Technology Vendor Map and find out more about a getting free sample of their research.

 

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Welcome Digital Clarity Group

As many of you may know, Scott Liewehr has been involved with Gilbane activities for years and was our lead consultant and analyst for web content management, and a contributor to our conference program, a role he will continue again this year as a chair of the Customer and Engagement track. Scott has been putting together a team to launch a new analyst firm over the last few months, and the not-so-secret effort is just now officially launched, but already busy, as the Digital Clarity Group (DCG).

Given Scott’s experience and energy level, I was gratified and a little surprised how easy it was to talk him into joining the Gilbane Group. I was gratified and not at all surprised to find he was great to work with and immediately in high demand among our customers. With the seriously impressive group of colleagues Scott has assembled Digital Clarity Group is an organization you will be hearing a lot more from and about. Congratulations and best of luck to all on the team. Below is today’s press release introducing the team and a little about their vision.

(Disclosure: In case you hadn’t noticed, DCG is an analyst sponsor of Gilbane Boston - of course!)

DCG Press Release:

Digital Clarity Group Identifies Top Trends For The Digital Enterprise

NEW YORK, June 12, 2012Engagement and control are two words driving conversations across the enterprise in 2012 and beyond. As the CIO grapples for technology governance, the CMO struggles to keep up with the chaotic changes in marketing.  Both are challenged with leveraging technology to engage, collaborate, socialize, and measure the more empowered consumer and the ever-more virtual workforce.  To meet this challenge – some clarity is needed.

Digital Clarity Group (DCG), a new research-driven advisory firm focused on helping leaders navigate the digital transformation, is celebrating its launch today by identifying several seismic trends affecting the enterprise.

Technology industry veteran Scott Liewehr is President and Principal Analyst of DCG and has assembled an extraordinary “all-star team” of experts to focus on working with business leaders on all aspects of digital transformation.  This includes advising technology vendors on how to approach this market, as well as the buyers on how to better navigate the changes. As Scott stated; “Consumers and knowledge workers alike are grabbing control of the reigns and not letting go. The combination of the social web, open standards, the cloud, and ubiquitous mobility to name just a few, represent a field of dreams for empowered audiences to both collaborate and self-satisfy. For organizations, these represent an opportunity to transform, innovate, engage and develop loyal customers and employees like never before.”

The transformation that DCG addresses is the overlap of where Innovative Change meets the Social Enterprise and Consumer Engagement, and is facilitated with Adaptive Technology.  And as part of the inaugural launch of DCG’s practice, the team has identified several seismic trends impacting leaders across these four themes.

Former Forrester Analyst, and industry veteran Tim Walters is a Partner and Principal Analyst in the new venture and also serves as Director of Research. Tim most recently led Forrester’s research on intranets/employee portals and the emerging next-generation Information Workplace.  His top transformational trend stresses a focus on an enterprise’s need for speed as opposed to “backbone technology”. “Today’s business environment is what the US military calls VUCA – Volatile, uncertain, complex and ambiguous,” said Tim. “The five-year plan is as archaic in this context as a flintlock rifle on a modern battlefield.  Agility, flexibility, and rapid response will define the winners of the next decade.  Tactics are the new strategy, and ‘business as usual’ is a terminal disease.”

Cathy McKnight is also a Partner and Principal Analyst with DCG, and comes from senior and director level consulting/advisor roles with IBM, Prescient Digital Media, and Aon Hewitt.  She identified employee engagement and empowerment as one of the largest trends impacting the enterprise.   As Cathy said, “To satisfy consumers’ growing demand for comprehensive systems of engagement companies have to completely rethink their approach to everything; operations, IT, sales, customer service, employee empowerment – everything. Success will require a long-term commitment, a full company transformation, and the willingness to embrace the disruption rather than avoid it. ‘That’s not how we do things here’ will appear on the tombstones of the hesitant and half-hearted.”

As a Partner and head of Client Services for DCG, Elise Segar brings more than 15 years of industry expertise to bear directing sales strategy with iFridge & Company, as well as RedDot and, subsequently, OpenText.  As one of the most important trends in the Digital Enterprise, Elise identified the extraordinary importance of collaboration between sales and marketing teams; balancing technology, process – and patience.  As Elise said, “today’s sales and marketing teams are armed with more technology in their quiver than ever imaginable.  Marketing teams can target and tailor messaging, and sales can track and understand relevance of message at any stage in the funnel.  But balancing the tools and the process – and allowing the right amount of adaptability for these teams to understand this context is what is critical.”

Robert Rose is a Contributing Senior Analyst with DCG and comes with a deep background and experience in web content management technology, marketing, and enterprise marketing strategy.  He’s working with DCG to help lead the Web Engagement and Experience Management research and advisory themes. The biggest trend he identified is the need for CMO’s to embrace the chaotic nature of the new consumer engagement model – and to approach technology as one would media, channels or even brand messaging.  “Technology should only be scaled where it helps to drive agility and flexibility to react more quickly,” said Robert. “Adaptability will be the new competitive advantage in marketing. The enterprise’s ability to not only be agile – but its capacity to embrace chaos and change will be critical to marketing success.”

Digital Clarity Group Research themes

Digital Clarity Group’s mission is to provide research-driven, actionable advice to business leaders who are working through the strategic application of adaptive technology.  This may come as a focus to engage employees more deeply or enable a more social and collaborative workspace – or as a way to create new digital experiences for customers and engage them more holistically.  Or, it may come as a way to use measurement techniques to draw insight into any of those areas.   In short, today’s business leader is challenged with creating innovative new strategies for navigating digital transformations.  DCG is there to provide the clearest, most pragmatic, and actionable advice to make that effort successful.

As part of its launch and the identification of these five trends, DCG invites you to a virtual “open house” for food, drink and conversation about the enterprise’s digital transformation.   Join the DCG team in New York City on June 25th at the W Hotel In Times Square.  At 2:00 PM the team plans a more formal conversation on DCG’s plans for research, and at 5:00 join the team for casual cocktails and celebration of the DCG launch.  Space will be limited so please contact DCG to reserve your place.

Contact Information

Elise Segar
Director Client Services
info@digitalclaritygroup.com
www.digitalclaritygroup.com

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Speaker proposal update

Thanks all for the speaker proposals!

Next step is a preliminary organization by the program committee to see if we have all the topics covered.

If you have submitted a proposal remember that it may be a few weeks before a decision is made, but we will keep you posted here on our overall progress.

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One week till Gilbane Boston speaking proposals deadline!

Every year we get a last minute rush of speaking proposals for Gilbane Boston, and then… we get tons of emails asking when the deadline is, and then… we get requests for an extra day or two, and then… well, you get the picture. You’ve got a week, but why wait till the weekend!?

The deadline this year is May 14th. Here are the relevant links:

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Call for Papers for Gilbane Boston 2012 now open

Proposal deadline is May 14th!

This year’s conference takes place November 27-29, 2012, at The InterContinental Boston Waterfront in Fort Point Channel & Boston’s Innovation and Seaport District.

The Gilbane conference is all about helping organizations apply content, web, and mobile technologies to increase communication and engagement with their ecosystem of customers, employees, suppliers, and partners in the most effective and efficient way possible.

This means understanding what technologies can and can’t do, what practices in applying them succeed or fail, how to effectively analyze data and apply results, and how to plan for rapid changes in market and technology evolution. Companies need to be agile and able to incorporate multiple mobile platforms with different form factors and capabilities, and also need to combine engaging content and interfaces with small devices and big data. Our program will be designed to help.

To submit a proposal for a presentation or panel please see the topics below listed for the four tracks, then read the guidelines and submit your proposal using our proposal submission form. Please feel free to suggest additional topics on the proposal form.

You can also learn more by visiting the conference website at http://gilbaneboston.comwhere you can see information from our 2011 conference.

 

Customers & Engagement track

Designed for anyone responsible for content, marketing, business, or technical aspects of public facing websites, including, sales & marketing, digital marketing, brand managers, business units with P&L, Web strategists, IT, Web managers, business managers, digital media, e-commerce managers, content managers & strategists. Topics:

  • Web content management
  • Digital marketing
  • Web and mobile analytics
  • User experience
  • Responsive design
  • Localization
  • Social marketing
  • Content strategies
  • Cross-channel marketing
  • e-commerce integration
  • Search engine strategies

 

Colleagues & Collaboration track

Designed for anyone responsible for internal websites, portals, collaboration & knowledge sharing, including, knowledge managers, product managers, project managers, IT, departments (R&D, support, mfg, financial, legal, authoring, etc.). Topics:

  • Collaboration tools
  • Social software platforms
  • Adoption strategies
  • Social media metrics
  • Knowledge sharing
  • Federated search

 

Content Technologies track

Designed for those who are either responsible for technology decisions, or those who need to keep up-to-speed with the latest technology for enterprise content applications of all types, including, central IT, departmental IT, strategists, and managers who need to know what’s possible and what’s coming. Topics:

  • Multilingual technologies
  • Big data
  • Big analytics
  • HTML5
  • Search
  • Semantic technologies
  • Visualization
  • Touch interfaces
  • Content migration
  • Digital asset management
  • Choosing the right technologies
  • Choosing a system integrator

 

Web & Mobile Publishing track

Designed for those responsible for content creation, management, and multi-channel/multi-lingual publishing, product managers, IT and others that need to learn about new mobile and multi-channel demands, including corporate or commercial publishers, content managers, developement managers. Topics:

  • Mobile development frameworks
  • App development strategies
  • HTML5
  • Multi-channel publishing
  • Ebook readers vs tablets
  • Tablets vs smartphones
  • Mobile publishing workflows
  • Matching content to platform

Speaker guidelines • Speaker submission form • Questions? speaking@gilbane.com

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Mark your calendar for Gilbane Boston 2012!

Gilbane Boston content management and technologies conference bannerIt is time to mark your calendar for Gilbane Boston 2012. We will be back on Boston’s waterfront adjacent to the new “innovation district“, at the Intercontinental Boston Waterfront. The dates are November 27-29, 2012.

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Get the inside scoop at the Insider’s Guide to Selecting WCM Technology

Today we highlight Workshop A: Insider’s Guide to Selecting WCM Technology taking place at Gilbane Boston, November 29, 9:00am – 12:00pm at the Westin Boston Waterfront.

If you are a website or intranet manager or architect, this year may well find you looking to implement new tools or refresh dated platforms. However, you face a wide and growing array of vendors willing to address your problems. Which ones offer the best fit for your particular circumstances?

This fast-paced workshop led by CMS Watch founder Tony Byrne will help you understand the broad but converging marketplaces for Web CMS technologies. Tony will sort out the key players and business models, and offer you a roadmap for deciding which types of technologies and vendors provide the best long-term fit for your needs.

The workshop will answer several key questions:

  • How can you quickly distinguish among the 120 major toolsets across these marketplaces?
  • How are changes in the open source landscape impacting your options today and going forward?
  • Where does Web Publishing intersect with emergent technologies?
  • What should you expect to pay for these tools?
  • What are the critical, can’t-ignore architectural distinctions you need to make?
  • How mature are the vendors?
  • What are the strengths and weaknesses of some key players, including Microsoft, IBM, and Oracle
  • How can you insure that your selection process meets your original business objectives?
  • Which should you pick first: Agency, Integrator, Vendor, or…?
  • What are some major pitfalls others have made that you can readily avoid?
  • How are these marketplaces likely to evolve in the coming years, and how can you best align your firm to take advantage of future innovation?

Are there other questions you want answered? Feel free to send them to Tony at tbyrne@cmswatch.com, so that he can weave them into the workshop. Or, simply bring them that day. Hope to see you there.

Instructors: Tony Byrne, Founder & Irina Guseva, Analyst, RealStoryGroup (CMSWatch)

Register today!

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