The easiest way to deal with the vast number of marketing technology tools for digital experience initiatives is to narrow your scope by identifying the type of solution that most directly addresses your core requirements. You can then build around this hub with supporting integrations. For example, you might start with a CMS and then integrate CRM, or e-commerce. Though a sensible strategy, this is easier said than done because of shifting product scope and confusing marketing. In this presentation you’ll hear what the Business Development Bank of Canada learned on just such a journey.
A101. CDP or Multi-Channel Hub? A Martech Journey
This is the journey of a bank that was looking for the new shiny thing, a customer data platform, and ended up choosing a multi-channel marketing hub. How did it happen? What did we discover along the way on our journey about these types of tools? We follow through the steps of this discovery voyage where not a lot of people have gone before … (Hey, it sounds like a new Star Trek episode!).
Monday, April 29: 10:30 a.m. – 11:15 a.m.
Richard Tea Director, Analytics & Marketing Automation, Business Development Bank of Canada
Keep in mind our audience is a combination of marketers, technologists, and content strategists and managers.
Of the almost 300 speaker proposals we will be able to include less than 100 so we welcome additional proposals on the topics above. Note that we will be notifying proposed speakers slowly over the next 2-3 weeks.
Marketing technologists are no longer rare birds, though they are often found in unfamiliar environments with less than obvious plumage. There are marketing technologists in many of our sessions this year, but we have selected a few to look at the two toughest challenges they, and their organizations, face in building modern digital strategies: support for consistent current and future multichannel experiences, and the necessary integration of data from multiple enterprise systems.
Join us Tuesday, December, 2: 1:30 p.m. – 2:30 p.m. at the Gilbane Conference to learn more.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
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.