Archive for marketing

Deadline Reminder – Gilbane Conference call for papers

Don’t miss The Gilbane Conference Call for Papers

Proposal deadline is May 9!

The Gilbane Conference on Content and the Digital Experience is designed for marketers, content managers, technologists, and executives responsible for building strategies and implementations for compelling multichannel digital experiences for customers, employees, and partners. Topics are organized into four main tracks:

Content, Marketing, and the Customer Experience – Designed for marketers, marketing technologists, growth hackers, content managers, strategists and technologists focused on customers and digital marketing.

Content, Collaboration and Employee Engagement – Designed for content, information, technical, and business managers focused on enterprise social, collaboration, intranet, portal, knowledge, and backend content applications.

Re-imagining the Future: Technology and the Postdigital Experience – Designed for technology strategists, IT, and executives focused on the future of content and either internal or external digital experiences.

Digital Strategies for Publishing and Media – Designed for publishing and information product managers, marketers, technologists, and business or channel managers focused on the transition to digital products.

If you have not spoken at our conference before please read the Speaker Guidelines.

Send your proposal today!

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.

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, 2013 – BUSINESS 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

The Marketing Technology Landscape

It’s no secret that marketing continues to increase spending on technology, which raises the question of which technologies they are spending on. The answer is “lots” – the marketing technology landscape has become much larger, more varied, and more complex. One sign is the evolution of some web content management systems to solutions for web experience management, web engagement management, digital experience management, etc., which involves integrating with marketing automation, predictive analytics, social and many other marketing tools and back end systems.

Not all this is new. In 1999 more advanced businesses were already integrating e-commerce, web analytics, personalization, and marketing automation, but it was much harder then and there were far fewer options. I hesitate to say it is easier now, but it is in many ways – the technology is much better and we have much more experience with it. What is certainly not easier is navigating the technology landscape which is extremely dynamic, and contains categories with too many vendors. Both CMOs and CIOs need a marketing technologist function in some form, and would certainly benefit from input from analysts, and a <plug> vendor and analyst neutral conference </plug>. The illustration below may be scary, but should be very useful. Thanks to Scott Brinker for first pointing this landscape out. Scott also has his own similar graphic.

Marketing Technology Landscape

 

 

Customer experiences, communications, and analytics

three epicenters of innovation in modern marketing
I recently discovered Scott Brinker’s Chief Marketing Technologist blog and recommend it as a useful resource for marketers. The Venn diagram above is from a recent post, 3 epicenters of innovation in modern marketing. It was the Venn diagram that first grabbed my attention because I love Venn diagrams as a communication tool, it reminded me of another Venn diagram well-received at the recent Gilbane Conference, and most of the conference discussions map to someplace in the illustration.

As good as the graphic is on its own, you should read Scott’s post and see what he has to say about the customer experience “revolution”.

Lest you think Scott is a little too blithe in his acceptance of the role of big data, see his The big data bubble in marketing — but a bigger future, where the first half of the (fairly long) post talks about all the hype around big data. But you should read the full post because he is right on target in describing the role of big data in marketing innovation, and in his conclusion that data-driven organizations will need to make use of big data though these data-driven and data-savvy organizations will take some time to build.

So don’t let current real or perceived hype about the role of big data in marketing lead you to discount its importance – it’s a matter of when, not if. “When” is not easy to predict, but will certainly be different depending on an organizations’ resources and ability to deal with complexity, and organizational and infrastructure changes.

Successful Deployment of Systems of Engagement: Making it Work with the Team That Will Make it Work

Gilbane Conference Workshop: Successful Deployment of Systems of Engagement: Making it Work with the Team That Will Make it Work

Instructors: Scott Liewehr, President and Principal Analyst & Rob Rose, Senior Analyst, Digital Clarity Group
November 27th, 2012, 1:00pm – 4:00pm, at the InterContinental Boston Waterfront

We’ve all heard that enterprise marketing technology tools are really only as good as they are well-implemented. So why is it that enterprises often place much more effort into selecting the tool than they do the team that will make it work for their unique needs? Even if the deployment will be performed by the internal technology team, enterprise business managers need to make sure that the team that is going to help them realize their objectives by implementing the Web Content Management (WCM), Social, Marketing Automation, Search, and Analytics systems is ready to facilitate the new world of constant change in strategic content and web engagement. This workshop will explore proven methodologies for translating business strategies into selection criteria for both technologies and the agencies and integrators that implement them. It will prepare participants to answer critical questions that will help them ensure their enterprise technologies are successful:

  • What does my organization need to be prepared for?
  • How should I determine the optimal solutions given the many options?
  • What are the best practices for finding the best team to carry out my strategy and implement my chosen technology(ies)?
  • What responsibilities do I have for making sure the team is successful, and how can I stack the deck in my favor?

We will explore all of this and more in an entertaining, informative and actionable workshop. Led by Digital Clarity Group’s Scott Liewehr and Robert Rose, attendees will leave this workshop much better equipped to make strategic decisions about how to select and work with the team that help fulfill their vision.

See the full pre-conference workshop schedule at Gilbane Boston, then [button link=”http://gilbaneboston.com/registration_information.html” variation=”red”]Register[/button].

Gilbane Conference schedule posted

We have published the conference schedule for Gilbane Boston. We’ll be publishing detailed conference session descriptions with speakers in the next week or so including details on the keynote sessions. It is very tempting to provide more details right here but we are still in the process of a few speaker placements we want to finish up first.

The pre-conference workshop schedule, including detailed descriptions and instructors is also available. If you registered for a conference pass that included a workshop before the workshop options were available, you can make your choice now and contact customer service to have your registration updated.

 

Welcome Social Media Marketing Manager Mary Stevens!

We are very pleased to welcome Mary Stevens to the Gilbane Conference team as Social Media Marketing Manager. Mary is already active on our social channels and someone you’ll be hearing a lot from as conference activity ramps up.

In addition to keeping our social channels updated on conference and related activity Mary is a resource for conference attendees, sponsors, speakers, fans, who follow or want to engage and network with the Gilbane conference community. She’ll be updating you more specifically on what that means to you, but in general, she’ll be facilitating communication, conversations, and networking among all stakeholders. For example, we’ll be publishing speaker social media links to help attendees learn more about our speakers in advance of the event.

Mary can be reached via email; she can be found on our Facebook, Google+, LinkedIn pages and groups (buttons below); you can follow her posts on this blog (none yet!); and you can DM her at @gilbane or @gilbaneboston.

Follow the Gilbane Conference!

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