5. 4
1. It’s About the Business, Bozo
2. Technology is a Tool, Marketing is a Mindset
3. Not all Platforms are Created Equal
4. Loveable Imperfection Rules
5. It Takes a Village
THE BIG 5
7. 6
PUT THE
BUSINESS FIRST.
ALWAYS.
ASSESS YOUR :
‣ Business culture
‣ Strategies and goals
‣ Core values
‣ Brand attributes
… THEN ALIGN THEM WITH A SIMILAR SYSTEM.
1
2
3
5
4
8. 7
BUSINESS
ALIGNMENT
[example]
OUR VALUES SYSTEM 1 SYSTEM 2 SYSTEM 3
Agile & Flexible
Collaborative
Entrepreneurial
Transparent
Integrated/Full-Service
Creative
Competitive
Fast Growing
Customer-Focused
9. 8
LESSONS LEARNED:
BUSINESS
ALIGNMENT
‣ Expand RFPs beyond technical criteria to
company values, culture, brand.
‣ Create a business alignment checklist.
‣ Ask vendors what values guide their solution.
‣ Call their Support Line!
11. 10
TECHNOLOGY IS
ALWAYS CHANGING;
BASIC TENETS OF
MARKETING ARE NOT
KEEP MARKETING CONCEPTS AT THE CORE:
‣ Content is King
‣ Creativity is Queen
‣ Personas & Buyer Profiles
‣ Always be Helping
2
1
3
5
4
12. 11
COMBINE
ART + SCIENCE
THE ART
content, personas, visuals
designs, branding
What does this mean for your team/skillsets, strategy?
THE SCIENCE
the technology, testing,
reporting & analytics, SEO
13. 12
LESSONS LEARNED:
BALANCE MARKETING
& TECHNOLOGY
‣ Stay true to your inner marketing goddess.
‣ Channel Peter Drucker.
‣ Focus first on marketing strategy, second
on how technology enables it.
‣ Embrace both right and left brain
approaches.
15. 14
NOT ALL
PLATFORMS ARE
CREATED EQUAL
2
5
4
1
3 MYTH::
All Marketing Automation systems pretty
much do the same thing.
FACT:
There are big differences between many
platforms.
16. 15
‣ Major differences to look for: inbound,
outbound, SEO, reporting, CRM integration,
mobile, ease of use.
‣ My first vs. second selection process.
NOT ALL
PLATFORMS ARE
CREATED EQUAL
17. 16
LESSONS LEARNED:
PLATFORM
DIFFERENCES
‣ Outbound is only the tip of the iceberg.
‣ Focus on diverse, integrated approaches.
‣ Don’t overlook mobile friendliness.
‣ Empower your team/users in the selection
process.
Prediction: competitive landscape will get
smaller, systems more integrated
19. 18
LOVEABLE
IMPERFECTION
RULES
MARKETERS:
It’s time to let go of perfection. Our new rallying
cry is loveable imperfection.
‣ Adaptive and iterative over Big Bang.
‣ There’s no silver bullet. But many little bronze
bullets.
‣ Embrace Reporting & Analytics, but don’t
belabor it
23. 22
IT TAKES A
VILLAGE
2
1
5
3
4
TEAM SKILLSETS
‣ The Content Guru
‣ The Measurer & Enforcer
‣ The Designer
‣ The CRM Aligner
COMMON ATTRIBUTE: LOVE SALES
24. 23
LESSONS LEARNED:
BUILD YOUR
VILLAGE
‣ Establish an open and transparent environment.
‣ Involve all key stakeholders early and often.
‣ Ask for their advice/insight.
‣ Train and educate.
‣ Keep it real (tell stories).