Archive for digital marketing

First three Gilbane Conference workshops posted

Gilbane conference lightbulb logo
We’ll be posting the complete program for this years’ Gilbane Conference over the next 4-5 weeks on the main conference website. The first three of the six planned workshops are below.

Workshop A. Insiders Guide to Building Digital Marketing Technology Toolkit

Speaker: Theresa Regli, Principal Analyst and Managing Partner, Real Story Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Marketing practitioners multitask just about every minute of every day. There are ongoing email, web, mobile, and marketing strategies to organize, plan and execute. Each of these areas used to include a range of technologies that was purchased and implemented separately such as web content management, campaign management, analytics, digital asset management, and others. Now, there are new suites of tools that can manage all of these processes. But how do you select the right one that will help you to accomplish your marketing objectives?

Specifically, the session will provide a methodology for mapping business needs to technology alternatives, as well as a road map for evaluating digital marketing technology vendors.  We will provide critical and hard-hitting reviews of the available digital marketing technologies. Don’t be surprised after-the-fact. Find out the real strengths and weaknesses of these tools before you purchase them.

Key Takeaways:

  • Digital marketing trends and emerging architectures
  • Hints and tips on selecting a digital marketing product for your organization
  • Overcoming the daunting prospect of selection – how to narrow down your list of vendors to evaluate.
  • A critical, high-level overview of digital marketing solution providers

Workshop B. Foundations for Best-Fit WCM Service Provider Selections

Speaker: Cathy McKnight, Partner and Principal Analyst, Digital Clarity Group

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Evaluating and selecting technology and service partners is intimidating. And without proper guidance, it’s easy to take the wrong path. This workshop focuses on selection readiness. It is designed to point your organization in the right direction before you even start the journey to new solutions for web content and experience management. You will learn how to create a plan of action for getting your organization ready for a successful selection program – one that results in real business benefits as the direct result of implementing the right solutions with the right technology and service partners. We explore the fundamentals of selection preparation, covering four key areas of readiness:

  • Articulating the business case,
  • Identifying the stakeholder landscape,
  • Managing requirements gatherings, and
  • Developing realistic budgets.

We provide a step-by-step overview of an efficient, results-driven selection program, and we show you how to build a messaging and communications plan that will help you shape internal conversations about it. With this approach, you can set expectations, educate reluctant stakeholders, and get your company thinking about change management, which is often an afterthought but shouldn’t be. The selection process is all about aligning business goals with the “best-fit” solution for your organization’s needs. And finding that fit is about way more than just matching features to requirements. Armed with the outcomes of this workshop, you will be ready to move forward with confidence.

Workshop C. Successful Social Intranets

Speaker: Rebecca Rodgers, Senior Consultant, Step Two Designs

Thursday, December, 4: 9:00 a.m. – 12:00 p.m.

Modern intranets are steadily becoming more “social” and “collaborative”, but this can mean many things. Some recent intranets put social at the heart of everything (including the homepage), while others supplement existing sites with simpler features, such as commenting. While this is still a rapidly evolving space, intranet teams in the real world need to make concrete decisions with confidence.

This interactive workshop will cover four key steps for social intranets:

  • Explore the opportunities. Looking at social intranet examples around the globe, we will explore the reasons, benefits and business cases for social.
  • Understand your organisational landscape. Every organisation is different, and this has a big impact on the what, where, when and how of social intranets.
  • Choose what to launch. Where to start, what to launch and for who: there are multiple options to choose from, depending on your strategy and organisational context.
  • Make social a success. There are a growing list of best practices to draw on, relating to design, launch, adoption and governance.

This inspirational and practical workshop will mix plenty of screenshots and examples with discussions and workshop activities. While not every question will be answered, participants will walk away with a greater sense of confidence and knowledge about social intranets.

Gilbane Conference speaker proposals – update

Thank you all for the Gilbane Conference speaker proposals. We received a record number again this year. We are now busy evaluating, organizing, and mapping proposals to the topic areas our audience needs to hear the most about.

If you have submitted a proposal you can expect to hear from us over the next 6-7 weeks. With over 300 submissions we’ll have to make some difficult choices and we will be contacting many of you for further discussion.

Miss the deadline?

For all of you who missed the deadline to submit proposals for this year’s conference, our policy is that we always accept proposals – in fact we accept them all year long if you use our submission form – however, proposals received after the deadline for each conference miss the first review by the program committee and some of the early decisions. If we have two good proposals on the same topic the on-time proposal gets preference. Also, decisions are largely made on a rolling basis once the deadline passes, so if you have missed the deadline it is still a good idea to submit as soon as possible.

If there is a particular topic we need more proposals for we will post about it on this blog, so stay tuned.

A New Brand of Marketing – a must read for executives

A New Brand of Marketing
Those of you who appreciated Scott Brinker’s Gilbane Conference keynote What is a Marketing Technologist?, and even more importantly those who missed it, should check out Scott’s short new book, A New Brand of Marketing – The 7 Meta-Trends of Modern Marketing as a Technology-Powered DisciplineThe book is free to download and share and doesn’t require registration.

A New Brand of Marketing “… frames the epic collaboration underway between marketers and technologists…” – note the use of ‘collaboration’ rather than ‘battle’. Scott is not only a supreme example of a marketing technologist who knows the details, but may be the most facile communicator (and diplomat, in the most positive sense) of the marketing technology big picture.

A New Brand of Marketing is a must read for CMOs and CIOs, but all senior executives should read it to understand the dramatic changes underway in marketing or to get some pointers on how to communicate the changes to colleagues.

Just a few of my favorite quotes from the book:

Fact: everything digital is powered by software.

Companies don’t just compete for who can provide the most helpful content. They compete for who can provide the most helpful services.

When you’re skydiving, you should know how to pull your parachute.

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.

Gilbane Conference resources and coverage

Gilbane conference logoMisty has been collecting posts about this year’s Gilbane Conference. If you see any we are missing please let us know via comment or email. You can also check tweets at #gilbane, or via Topsy, find conference presentations at http://gilbaneconference.com/Presentations.aspx, and see speaker spotlights.

Media Sponsors

CMS Myth
• http://www.cmsmyth.com/2013/12/best-bets-at-gilbane-2013-which-sessions-ill-be-attending/
• http://www.cmsmyth.com/2013/12/when-will-end-users-overwhelming-love-their-cms/
• http://www.cmsmyth.com/2013/12/how-marriott-is-rethinking-content-delivery-across-70-countries-and-3800-hotels/
• added 12/17/13: http://www.cmsmyth.com/2013/12/redefining-success-for-web-cms-project-teams/

CMS Wire
• http://www.cmswire.com/cms/web-cms/5-ways-marketers-can-improve-the-cms-experience-023410.php
• http://www.cmswire.com/cms/information-management/should-cios-report-to-marketing-ridiculous-its-beginning-to-happen-023396.php
• http://www.cmswire.com/cms/customer-experience/notes-from-gilbane-business-model-first-customer-experience-second-023388.php
• http://www.cmswire.com/cms/customer-experience/forrester-4-things-about-customer-experience-management-gilbane-023373.php
• http://www.cmswire.com/cms/customer-experience/sap-says-link-revenue-to-social-media-to-show-roi-gilbane-023362.php
• http://www.cmswire.com/cms/customer-experience/cio-reports-to-cmo-technology-under-marketing-gilbane-023356.php
• added 12/20/13:  http://www.cmswire.com/cms/customer-experience/tips-from-an-industry-user-on-making-web-cms-work-023587.php
• added 3/4/14:  http://www.cmswire.com/cms/social-business/should-the-cio-report-to-the-cmo-024370.php

eContent
• http://www.econtentmag.com/Articles/News/News-Item/Context-at-Gilbane-93598.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Strategists-vs.-the-CMS-at-Gilbane-93615.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Management-and-Your-Mobile-Strategy-at-Gilbane-93637.htm
• http://www.econtentmag.com/Articles/News/News-Item/The-Internet-of-Things-Comes-to-Life-at-Gilbane-93641.htm
• added 1/13/14: http://www.econtentmag.com/Articles/Column/Content-Throwdown/The-Rise-of-the-Marketing-Technologist-93907.htm

Fierce Content Management
• http://www.fiercecontentmanagement.com/story/marketing-technologist-could-act-bridge-between-cmo-cio/2013-12-03
• http://www.fiercecontentmanagement.com/story/multichannel-delivery-means-its-time-separate-content-creation-presentation/2013-12-03

Blogs

4 hoteliers
• http://www.4hoteliers.com/features/article/8056?awsb_c=rss&awsb_k=xfeed

Accidental Taxonomist
• http://accidental-taxonomist.blogspot.com/2013/12/taxonomy-governance.html

Bluebill Advisors
• added 1/9/14: http://bluebillinc.com/2014/01/findability-issues-impact-everything-work-related/
• http://bluebillinc.com/2013/12/beyond-customer-experience-management/

Chief Marketing Technologist
• http://chiefmartec.com/2013/12/marketing-technologist-neo-marketing-matrix/

Citeworld
• http://www.citeworld.com/social/22751/sap-social-media-streamlined
• http://www.citeworld.com/consumerization/22747/customer-attention-challenge

Creative Virtual
• http://www.creativevirtual.com/blog/?p=821

Curata
• http://www.curata.com/blog/content-marketing-event-gilbane-conference-2013-wrap-up/
• http://www.curata.com/blog/content-marketing-technology-wrap-up-gilbane-2013-video/

Globalization Partners
• added 12/19/13: http://blog.globalizationpartners.com/insights-into-gilbane-conference.aspx

Engaging Times
• http://engagingtimes.com/battle-ready-offer-global-customer-experience-notes-gilbane-frontline/

I-Cubed
• added 12/17/13: http://wem.i-cubed.com/blog/content-marketing-cq-technology-gilbane

Jeff Cutler
• http://jeffcutler.com/social-media-blogs/gilbane-conference-2013-content-marketing-track-qa-session-review/#.UqdJXvRDs8w
• http://www.youtube.com/watch?v=F6HyjzloD3U

Marketing Think
• http://marketingthink.com/sap-got-social-media-act-together/

The Parallax View – Winter 2014
•  added 3/4/14:  http://www.parallax.ca/?page_id=4665

Zia Consulting
• http://www.ziaconsulting.com/blog/gilbane-conference-2013-recap/

Other

Seen.co
• added 12/17/13: http://seen.co/event/gilbane-conference-2013-boston-ma-2013-527/

 

Speaker Spotlight: Pawan Deshpande – You need a marketing technologist and a marketing strategist

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Pawan Deshpande, Founder and CEO of Curata. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Pawan Deshpande | Gilbane Conference speaker

Speaker Spotlight: Pawan Deshpande

Founder and CEO

Curata

 

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

There is no doubt that marketing technology is here to stay.  Some analyst firms have even predicted that marketing’s technology budget will one day outpace that of the IT department. (i.e., Forrester)  In order to manage the increased adoption and leverage of technology across the marketing organization, as well as integration with other functions, CMOs will need to put in place a marketing technologist role.  Two questions may come to mind when reading this recommendation:

      1. Isn’t that the role of marketing operations?; and
      2. Isn’t that the role of the IT department?

The marketing operations (MO) role first developed approximately 8-10 years ago, as covered by IDC’s CMO Advisory Service, (i.e., Rise of the Marketing Operations Function). The MO role was developed in response to the need for a process-oriented marketer who would be able to apply greater rigor to marketing’s investment management, demand generation process, performance measurement process, and overall technology. Although this role proved highly valuable in the short-term for change management, the rapid growth of marketing technology and the need for greater marketing accountability proved too much to bear for one function. More importantly, each marketing area needed to have its own level of expertise and rigor in process and technology.

Some marketing organizations attempted to increase their dependence on the IT department. However, this strategy proved detrimental since marketing technology was rarely a priority for IT teams, and IT lacks the in depth understanding of the marketing process. Better organizations tapped into the power of SaaS solutions to bypass IT, however, this still left a very disjointed marketing technology strategy. Enter the marketing technologist.

Marketing technology touches every part of marketing’s “supply chain”; from awareness building (e.g., social media, content marketing) to demand generation (e.g., lead processing, lead nurturing) to sales enablement (e.g., content management and delivery to sales and partners). Having a marketing technologist in larger organizations provides the opportunity to develop and deploy a more connected marketing strategy across the organization. This individual/team will be responsible for managing the technology associated with the different elements of marketing, as well as collaborating with the following teams: marketing-dedicated folks within IT, sales operations, and finance. (i.e., at global, regional and business unit levels). Specific examples where this role could add value include:

  • Developing a marketing technology roadmap across all functional areas (current, 1 year and 3 year plan);
  • Continuing to refine the demand management process (e.g., integration of marketing automation with sales’ pipeline process/technology); and
  • Taking on the new challenge of supporting content marketing from a technology perspective. (e.g., content creation, content curation, content lifecycle management).

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

If you ask any large company CMO about their content inventory, they will quickly tell you that they have too much content. A conversation with the same company’s digital marketing team (i.e., the team that delivers content to blogs, microsites, newsletters, web sites and social media channels) will reveal that they don’t have enough content. Herein lies the greatest challenge for delivering digital content: Putting the process and technology in place for disparate parts of an organization to collaborate on developing relevant and high quality for their audience; and getting this content to them in the right time, place, and format to drive greater engagement. Addressing this challenge will require the development of two new roles in marketing: a senior level marketing strategist to develop and deploy a content management process (e.g., VP Content Strategy) and a marketing technologist.

Catch Up with Pawan at Gilbane

Track C: Content, Marketing, and the Customer Experience


Wednesday, December 4:  2:00 p.m. – 3:20 p.m.

Find out more about this session and our other conference sessions here.

Be sure to follow Pawan @TweetsFromPawan

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Speaker Spotlight: Scott Brinker – Technology is marketing’s interface to the world

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Scott Brinker, Founder & CTO, ion interactive, inc., and author of the Chief Marketing Technologist Blog. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Technology is marketing's interface - Scott Brinker | Gilbane Conference 2013

Speaker Spotlight: Scott Brinker

Founder & CTO

ion interactive, inc.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

Marketing has been sucked into a digital world.

In this world, the majority of interactions that marketing has with its audience happen through channels that are mediated by software. Software has become the eyes and ears by which marketers observe people in their market — through tools for analytics, attribution, and social media listening. Software has become the hands and mouth by which marketers touch and talk with their prospects and customers — through web content and experiences, mobile apps, and social media outposts.

Let’s face it: technology is now marketing’s interface to the world.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

To thrive in this environment, organizations absolutely need “marketing technologists” who understand how to select, configure, operate, and extend these marketing technologies that provide that interface. They need people who blend technical talents with marketing insights and ideas to produce compelling experiences throughout the buyer’s journey.

The titles don’t matter. Some call these folks creative technologists, or marketing IT, or growth hackers. What matters is that the organization is finding and nurturing this next generation of marketing talent. They’re integrating them with the broader marketing organizations. They’re giving them a seat at the table in defining marketing strategy and the operational roadmap to execute it.

Catch Up with Scott at Gilbane

Opening Keynotes
Tuesday, December, 3: 8:30 a.m. – 10:00 a.m.

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Scott on Twitter – @chiefmartec.

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Speaker Spotlight: Mayur Gupta – Web Content Management – Not the Only Cog in the Wheel

In another installment of Speaker Spotlight, we posed a couple of our frequently asked questions to speaker Mayur Gupta, Global Head, Marketing Technology, Kimberly-Clark. We’ve included his answers here. Be sure to see additional Speaker Spotlights from our upcoming conference.

Mayur Gupta on Web Content Management at Gilbane Conference

Speaker Spotlight: Mayur Gupta

Global Head, Marketing Technology

Kimberly-Clark

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?

It’s a great question. Often as marketers and technologists, we get excited with naming conventions & terminologies and get swayed away by new, shiny objects. Back to the question though, I strongly believe that there is no CENTER or HUB for digital experience management anymore, the entire ecosystem is the center. What does that mean? The challenge as well as the opportunity in the marketing technology landscape lies in the inter connectivity (data & context) between the different technology layers and components. It’s like a bicycle wheel with many cogs, Web content management or Digital Experience Management is just one of them, if you move the wheel forward or backward, you’ll have another cog appearing to be the center. For instance, data analytics & CRM is equally central to driving personalized consumer experiences but either of them (WCMS or Analytics) in isolation is incomplete. The simultaneous diversification and consolidation of various technology providers and platforms is an effort to address this challenge — making the ecosystem as the center instead of a particular technology or platform.

Is there a “Marketing Technologist” role in your organization or in organizations you know of? Should there be? What should their responsibilities be?

I head the global marketing technology capability @ Kimberly Clark, so in that regard yes we do have the “marketing technologist” role in our organization and we are expanding it each day. We are one of the very few Fortune 500 companies that have acknowledged the massive transformation in business at the intersection of Marketing & Technology, so I have a lot of respect for my leadership for being one of the pioneers in this space. Having said that, “marketing technology” as a role is just a nomenclature, what is critical is the concept of “marketing technology” as a capability, regardless of organizational boundaries, titles and ownerships.

Marketing technology is a progressive outcome of the dramatic evolution in the digital landscape within the last decade, with an extremely demanding, strong and in-control consumer at the epicenter. This evolution and innovation has reduced the conventional gulf between consumer experiences, marketing strategies and technologies that enable them to the extent that technology itself is the experience now. We can no longer define brand strategies in isolation from technology or build technology roadmaps without connecting it to consumer experiences that enable brand strategies. And, that is the role of a “marketing technologist” – connecting & combining brand strategies, creative consumer experiences with emerging and innovative technologies. Besides the technology landscape itself, marketing technology demands a more agile, nimble and lean perspective to technology innovation and adoption and therefore it requires more of a behavioral, mindset and cultural shift as compared to the conventional ways of technology delivery.

Marketing technology is no longer an option but a necessity for brands that want to market in a digital world and engage with a digital consumer anytime anywhere & every time everywhere.

Catch Up with Mayur at Gilbane

Track C: Content, Marketing, and the Customer Experience

C1. Q&A with Real Live Marketing Technologists
Tuesday, December, 3: 1:30 p.m. – 3:30 p.m.

Follow Mayur on Twitter – @inspiremartech.

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