1. Marketing Operations
How to get the most bang from your bytes
lionbridge.com
globalmarketingops.com
www.contenthere.net
twitter.com/sggottlieb

2. Hello!
My Name is Seth Gottlieb
1995
2000
Present
2005
Database, CRM
Tech. Developer/Consumer
Systems Integration
Vendor
CM Pros
Industry Analyst
Marketing Operations
@sggottlieb

3. A dirty little secret.
@sggottlieb

4. 33% of marketers think their
organizations are proficient in
marketing.
Source: Dig-i-tal Dis-tress: What Keeps Mar-keters Up at Night? Adobe. 2013
@sggottlieb

5. Strategy + Technology = SUCCESS
When we know what to do and the tools
make it easy....
✦
Our website will be beautiful!
✦
Our content will be great!
✦
Our visitors will behave the way
we want them to!
@sggottlieb

6. The solution
search
web
email
lead
commerce
publishing
marketing nurturing
personalization
content management
@sggottlieb
crm
a
n
a
l
y
t
i
c
s

7. The solution
now
with
SOCIAL!
search
web
email
lead
commerce
publishing
marketing nurturing
personalization
content management
@sggottlieb
crm
a
n
a
l
y
t
i
c
s

8. The solution
new!
ENGAGEMENT
search
now
with
SOCIAL!
web
email
lead
commerce
publishing
marketing nurturing
personalization
content management
@sggottlieb
crm
a
n
a
l
y
t
i
c
s

9. Operators view
@sggottlieb

10. We want Wall-E technology
@sggottlieb

11. But a more flattering version
@sggottlieb

12. How about the stock photo version?
@sggottlieb

13. If you think your marketing organization
works that way......
You are not paying attention.
@sggottlieb

14. Star Wars
@sggottlieb

15. Marketing technology is like
the Millenium Falcon
@sggottlieb

16. For Example....
@sggottlieb

17. Now, that’s clever!
@sggottlieb

18. You have the strategy!
@sggottlieb

19. 47% of marketers have a
content marketing strategy.
Source: Unisphere’s 2013 Survey of Content Marketing Trends
@sggottlieb

20. You have the technology to...
✦
✦
✦
✦
✦
✦
✦
✦
✦
Upload and tag content
Configure personalization rules
Conduct multi-variate testing
Preview
Schedule publishing
Build a lead form
Tag leads
Monitor traffic
Measure success
@sggottlieb

21. But you wind up...
✦
✦
✦
✦
✦
✦
Accidentally put a picture of the
queen mother
Misconfiguring the rules
Miss-tagging your campaign
Not instrumenting the content
Miss-routing the leads
Not having a plan for the leads
@sggottlieb

22. FAIL
@sggottlieb

23. Mistakes happen when we do
new things.
Mistakes happen when we do
hard things.
@sggottlieb

24. Strategy + Technology != SUCCESS
@sggottlieb

25. Strategy + Execution = SUCCESS
@sggottlieb

26. Technology
+ Operational Capacity
Execution
@sggottlieb

27. What is Organizational Capacity?
✦
✦
✦
✦
Process
Skill
Teamwork
Time
@sggottlieb

28. Process
@sggottlieb

29. Skills
@sggottlieb

30. Planning: Ruthless Prioritization
Who:
Product Manager
@sggottlieb
What:
• Performance
• Quality
• Backlog
• Budget
optimization

31. Creative: Vision to Experience
Who:
What:
Interactive Designer • Graphic design
• Graphics
production
• Web development
• Constraint aware
@sggottlieb

32. Creative: Vision to Experience
Who:
Writer
@sggottlieb
What:
• Audience analysis
• Writing
• Editing
• Constraint aware

33. Publishing: Findable, Usable, Actionable
Who:
Publisher
@sggottlieb
What:
• Trained on all
platforms
• SEO
• Instrumentation
• QA
• Graphics
production

34. Most advanced CMS
functionality isn’t used.
Source: Every honest CMS vendor I have ever talked to.
@sggottlieb

35. Analysis: Insight from Information
Who:
Data Analyst
@sggottlieb
What:
• Trained on
platforms
• Assembles/
correlates data
• Highlights what is
actionable
• Tweaks and
measures
response

36. Only 10% of marketing
organizations use data in a
systematic, strategic way.
Source: Teradata 2013 Market Research Results
@sggottlieb

37. Teamwork
@sggottlieb

38. @sggottlieb

39. Time
@sggottlieb

40. A typical scenario
Management
The Web Master
• We Want
• When I have time
• We Want
• When I have time
• We Want Better
• When I have time
ENGAGEMENT!
SOCIAL!
Search Engine
Rankings!
38
I WILL FIX THAT…
TAKE THAT DOWN
Improve the mobile
experience

41. ✦Access
@sggottlieb

42. ✦Access
@sggottlieb

43. ✦Access
✦Usability
@sggottlieb

44. ✦Access
✦Usability
@sggottlieb

45. ✦Access
✦Usability
✦Automation
@sggottlieb

46. ✦Access
✦Usability
✦Automation
@sggottlieb

47. ✦Access
✦Usability
✦Automation
✦Time
@sggottlieb

48. Marketing operations is
multiple full time jobs.
@sggottlieb

49. And you can’t automate them away.
Discipline
Tiny
Small
Product
Manager
Medium
1
1
Data Analyst
1
1
Publisher
1
3
2
4
5
9
1
1
Creative
Total
@sggottlieb
2

50. 40 Publishers
@sggottlieb

51. Summary
Strategy
Technological
Capability
@sggottlieb
Operational
Capacity

52. Let’s go blow up a death star
@sggottlieb

53. Questions
• Email: seth.gottlieb@lionbridge.com
• Twitter: @sggottlieb
• Company Site: http://
www.globalmarketingops.com
• Blog: http://www.contenthere.net
@sggottlieb