The Gilbane Advisor

Curated for content, computing, and digital experience professionals

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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.

Findability Issues Impact Everything Work Related

This should have been the last post of 2013 but you know how the holidays and weather (snow removal) get in the way of real work. However, throughout the month of December emails and messages, meetings, and reading peppered me with reminders that search surrounds everything we do. In my modest enterprise, findability issues occupy a major portion of my day and probably yours, too.

Deciding how important search is for workers in any enterprise is easy to determine if we think about how so many of us go about our daily work routines:

  • Receiving and sending emails, text messages, voice mail,
  • Documenting and disseminating work results,
  • Attending meetings where we listen, contribute, view presentations and take notes,
  • Researching and studying new topics or legacy content to begin or execute a project

As content accrues, information of value that will be needed for future work activities, finding mechanisms come into play, or should. That is why I probably expend 50% of my day consuming content, determining relevance and importance, deciding where and how it needs to be preserved, and clearing out debris. The other 50% of the time is devoted to retrieving, digesting and creating new content, new formulations of found material. The most common outputs are the result of:

  • Evaluation of professionals who would be candidates for speaking at programs I help organize,
  • Studying for an understanding of client needs, challenges and work environments,
  • Evaluation of technology solutions and tools for clients and my own enterprise,
  • Responding to inquiries for information, introductions, how-to solve a problem, opinions about products, people or processes,
  • Preparing deliverables to clients related to projects

Without the means and methods of my finding systems, those used by my clients, and those in the public domain, no work would get done. It is just that simple.

So, what came at me in December that made the cut of information to be made findable? A lot, but here are just three examples.

Commentary on metadata and taxonomy governance was a major topic in one session I moderated at the Gilbane Conference in Boston, Dec. 3-4, 2013. All of the panelists shared terrific observations about how and why governance of metadata and taxonomies is enterprise-critical; from one came this post-conference blog post. It, Taxonomy Governance, was written by Heather Hedden, author of The Accidental Taxonomist and a frequent speaker on taxonomy topics. The point here: when you engage in any work activity to consistently organize and manage the professional content in your possession, you are governing that material for findability. Anything that improves the process in the enterprise, is going to be a findability plus, just as it is for your own content.

Also in December, the Boston KM Forum hosted Allan Lewis, an “informaticist” at Lahey Health in Massachusetts; he is responsible for an initiative that will support healthcare professionals’ sharing of information via social business software tools. As a healthcare informatics professional, working with electronic clinical data sets to better codify diagnostic information, Allan is engaging in an enterprise-wide project. It is based on the need for a common view of medical conditions, how to diagnose them, and assign accurate classification to ensure the best records. Here is an issue where the quality of governing rules will be reached through consensus among medical experts. Again, findability is a major goal of this effort for everyone in a system, from the clinicians who need to retrieve information to the business units who must track cases and outcomes for accountability.

Last, from among the hundreds of information resources crossing my desk last month came one, a “Thank you for donating to the Wikimedia Foundation. You are wonderful!” You might ask why this did not simply get filed away for my tax return preparation; it almost did but read on.

Throughout the year I have been involved in numerous projects that rely on my ability to find definitions or explanations of hundreds of topics outside my areas of expertise. Sometimes I use known resources, such as government agency web sites that specialize in a field, or those of professional associations and publications with content by experts in a domain. I depend on finding tools at those sites to get what I am looking for. You can be certain that I know which ones have quality findability and those with difficult to use search functions.

When all else fails, my Google search is usually formatted as “define: xxx yyy” to include a phrase or name I seek to better understand. A simple term or acronym will usually net a glossary definition but for more complex topics Wikipedia is the most prominent resource showing up in results. Sometimes it is just a “stub” with notations that the entry needs updating, but more often it is very complete with scores of links and citations to help further my research. During one period when I had been beating a path to its site on a frequent basis, a banner requesting a donation appeared and persisted. As a professional benefiting from its work, I contributed a very modest sum. When the thank you came, I found the entire correspondence compelling enough to share parts of it with my readers. The last paragraph is one I hope you will read because you are interested in “search” and probably have the knowledge to contribute content that others might search for. Contributions of money and your knowledge are both important.

It’s easy to ignore our fundraising banners, and I’m really glad you didn’t. This is how Wikipedia pays its bills — people like you giving us money, so we can keep the site freely available for everyone around the world.

People tell me they donate to Wikipedia because they find it useful, and they trust it because even though it’s not perfect, they know it’s written for them. Wikipedia isn’t meant to advance somebody’s PR agenda or push a particular ideology, or to persuade you to believe something that’s not true. …

You should know: your donation isn’t just covering your own costs. The average donor is paying for his or her own use of Wikipedia, plus the costs of hundreds of other people. …

Most people don’t know Wikipedia’s run by a non-profit. Please consider sharing this e-mail with a few of your friends to encourage them to donate too. And if you’re interested, you should try adding some new information to Wikipedia. If you see a typo or other small mistake, please fix it, and if you find something missing, please add it. There are resources here that can help you get started. Don’t worry about making a mistake: that’s normal when people first start editing and if it happens, other Wikipedians will be happy to fix it for you.

So, this is my opening for 2014, a reflection on what it means to be able to find what we need to do our work and keep it all straight. The plug for Wikipedia is not a shameless endorsement for any personal gain, just an acknowledgement that I respect and have benefitted from the collaborative spirit under which it operates. I am thanking them by sharing my experience with you.

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: 

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/

Creating the Global User Experience

I was gratified to have the opportunity to do a presentation on the Global User Experience at the Gilbane Conference, as well as moderating several sessions in the technology track. For those that missed my presentation, I’ve posted a short recap here and a further exploration of the topic.

A common theme throughout the conference sessions was digital experiences and the role of mobile, web, content management, and other technologies in providing superior experiences to customers. That’s to be expected as creating superior customer experiences is a strategic imperative for most organizations, and also the current focus of most content software solutions in the marketplace, including content management systems. What is often overlooked (and the subject of my presentation) is that the CMS doesn’t just support delivery of the customer experience—it also has to support the behind the scenes players that create the customer experience.

Providing a compelling digital user experience is a complex undertaking no matter what the nature of the business or enterprise. It requires a range of talents including authoring, curation, story telling, design, and development, testing and deployment—and the tools to effectively support those diverse skill sets.

The heart of that experience is a modern CMS; in fact, delivering compelling digital user experiences is virtually impossible without one. But selecting the right CMS is challenging—after all, there are many to choose from and it can be difficult to differentiate products—most promise to deliver superior digital user experiences.

But one thing that is often overlooked is that creating great customer experiences requires an orchestrated approach by the “other users” of the CMS: editors and developers. It also requires the integration of tools and content that may reside outside of the CMS. In other words, the quality of the customer experience is directly related to the quality of the experience that a CMS provides to content creators, developers, and integrators.

Digging a bit deeper, content creators are actually a diverse collection of roles and skill sets, not just authors and editors. What’s common across those roles is that many are not full time professional content authors, which makes the quality of the content creator experience vitally important. Content creators want to use tools that are easy and familiar with a short learning curve. Most of all, they want to be able to focus on telling stories and creating great content, not mastering complex tools.

Developers, like content creators, also value ease of use and familiarity. They want to use tools, languages, and frameworks that they are familiar with and that work well in the technology environment in which they live. Most importantly, they want and need to be involved in the process of selecting a CMS—failure to include IT will lead to increased time to operation, and a risk that the chosen solution won’t work well in the enterprise’s IT environment.

The integrator experience involves the developers, partners, and vendors that have to integrate the CMS with enterprise systems and applications (the installed base), but also with solutions from other vendors that help provide the customer experience. If integration is difficult, it will take more time or, worse yet, not be done. Poorly done integration drains energy, productivity, and innovation leading to later, less desirable results.

The solution to providing the global user experience is a well-architected CMS that provides comfortable and easy-to-use core functionality while easily integrating with enterprise and third party tools and applications. The selection of that CMS requires a concerted and cooperative effort on the part of all stakeholders that will ultimately use the content management system. Selection of a CMS is not a technology decision, it’s a strategic business decision that warrants the time, effort, and participation of all business and technology stakeholders in order to render the best decision.

Beyond Customer Experience Management: What Your CMS Really Needs to Deliver

Selecting a new or replacement content management system CMS is one of the most strategic technology decisions you can make. Why? Because customers and prospects expect personalized, engaging, dynamic, and high quality experiences and will leave if they don’t find them.

Selecting the right CMS is important because it is a primary tool in providing those experiences and the hub that connects and drives many of the components that make up customer experience management. This post is based on a white paper entitled “Beyond Customer Experience: What Your CMS Really Needs to Deliver, “ which was also the subject of a recent presentation I did at the Gilbane Conference. You can download the white paper here.

Providing a personalized and seamless experience to customers across myriad devices, touch points, and stages in the relationship is a big challenge; one with which many organizations struggle. A recent Bain & Company survey found that while 80% of surveyed executives believe their companies are delivering a great customer experience, only 8% of their customers agree.

One reason they struggle is that customer experience is only part of the equation, specifically, the goal. The other parts of the equation that achieve that goal are content creator experience, developer experience, and integrator experience-in total, the  “global user experience.” While those are “behind the scenes players, they create and shape the customer experience.

Great customer experiences are predicated on the effectiveness with which a CMS provides those other experiences—in effect, a well-designed CMS inspires better performance on the part of content creators and developers, yielding customer experiences that deliver more business impact. It also allows integration of familiar and new tools to enhance the productivity and effectiveness of content creators and developers. Shown as an equation, the global user experience would look like the diagram below:

equation

Key to achieving a superior customer experience is the ability for content creators, marketers, and developers to focus on the experience itself, not the mechanics of producing it. That requires a mature CMS solution that provides a balanced set of tools and capabilities for content creators, developers, and integrators. That, in turn, requires a coordinated CMS selection process amongst all of those stakeholders that emphasizes not only the individual experiences, but the collective experience as well.

As we noted at the top of this post, selecting a CMS is a strategic decision-the CMS solution that provides the right global user experience is a growth engine that helps power the success of any business or firm-the right strategic decision.

Speaker Spotlight: Karl Wirth – Real time and relevant content

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

Karl Wirth | Gilbane Conference
Speaker Spotlight: Karl Wirth

Co-Founder and CEO

Evergage

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?

I believe the best overall strategy is delivering relevant content to audiences. Thanks to Big Data and technology, organizations now have the ability to serve their users and visitors dynamic, personalized content, based off of their behaviors and actions. Increasing relevancy and interacting with people in real time will capture attention, drive engagement, and ultimately increase conversions.

Real-time behavior-based personalization:

  • Is always relevant
  • Drives customer engagement
  • Compels action
  • Increases conversion rates

The biggest challenges that we have observed are:

  • Lack of resources – a customer success manager or marketer may not have the time to utilize a new technology
  • Budget constraints – organizations may not have budgeted for a new marketing tool
  • Content control – content may be managed by different departments creating inconsistencies and ownership confusion

The truth is that the days of static and irrelevant content are over. In our customer-driven world, organizations should invest to get to know their customers and tailor content to their actions.

Catch Up with Karl at Gilbane

Product Labs


Wednesday, December 4:  3:30 p.m. – 4:15 p.m.

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

Be sure to follow Karl @Evergage

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What is Content, Context, and Educational Marketing?

You can see our series of speaker spotlights and general updates about our upcoming conference in Boston. Here, I’ll be highlighting a few conference sessions and why we have decided to include them.

You could say that our conference has assumed content marketing since our initial focus on web content management has always attracted marketers. But there is certainly a lot more attention now paid to the crafting of content, as well as to matching content to context whether that is channel context, customer context, buying-cycle context, or better, at least these three. In spite of the wise-cracky session description, you will hear thoughtful and reliable commentary on one of the biggest buzz terms of the year.

C5. Content, Context, and Educational Marketing

Wednesday, December, 4: 9:40 a.m. – 10:40 a.m.

Content Marketing is certainly hot. But what is it? Is it new? Is it old? Was there ever a time when marketing was content-free? Has it always been content-free? Is there some new kind of content that makes marketing different? Is it a strategy, a methodology, a parallel universe? Snarkiness aside, it is easy to see that carefully created or chosen content can help improve success rates of different kinds of marketing objectives. This session takes a serious look at what content marketing is today, how you can use it, and how it is evolving.

Moderator:
Jose Castillo, President, thinkjose

Speakers:
Kipp Bodnar, Director of Marketing, Hubspot
WTF is Context Marketing?
Doug Bolin, Associate Director, User Experience Design, Creative, DigitasLBi, and Adjunct Professor, Mass Art
Beyond Content Marketing, The Emergence of Edumarketing

 

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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