From the MarTech Conference in Boston, Massachusetts, August 19-20, 2014. SESSION: To Build or Buy Your Own Marketing Cloud?. PRESENTATION: To Build or Buy a Marketing Cloud - Given by Travis Wright, @teedubya - CEO, MediaThinkLabs. #MARTECH
9 Major Google Updates From 2023 & 2024 SEO Predictions
To Build Or Buy A Marketing Cloud By Travis Wright
1. The Marketing Technology Conference
August 19, 2014
To Build or Buy a Marketing Cloud
Travis Wright | Chief Growth Officer | MediaThinkLabs | @teedubya | @TheCMTO
#MARTECH
2. Who is this Travis Wright dude?
@teedubya
• Radio Disc Jockey at Age 13.
• Stand-up comedian since 1995.
• Web developer since 1996.
• Helped Roll out Superpages.com in 1997.
• SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.
• Military Intelligence and Russian Linguist in the US Army.
• Former Global Social Media Strategist – Norton / Symantec
• Chief Marketing Technologist – CCP Digital
• Tech Journalist for Technorati, Tech.co, MarketingLand, Salesforce & Adobe
• Host of Technorati’s Social Brands & Influencer Podcast
• @teedubya & @TheCMTO on Twitter
#MARTECH
3. Who is this Travis Wright dude NOT?
@teedubya#MARTECH
15. • Ask & Answer the right questions
• Integrate marketing strategies
• Optimize your marketing mix
• Know your audience
• Recognize your customer
• Personalize customer journey
• Create a better user experiences
Data-Driven Marketing
Making Smarter & More Impactful Decisions
@teedubya#MARTECH
34. The Tech Giants Are Acquiring Marketing Clouds To Compete
@teedubya#MARTECH
35. What are Marketing Clouds?
• Acquired, non-integrated solutions
• Walled-gardens leave many
marketing technologies excluded
or unsupported
• Assembling a best-of-breed solution
demands you build-your-own
‘marketing cloud’ #BYOC
@teedubya#MARTECH
36. To Build, or not to Build: That is the question.
65. • Data is the Lifeblood for Digital
Marketing
• Synchronized Data Definitions
• Standardize and control data
distribution to partners &
vendors
• Better visitor attribution and
personalized insights
What is a Data Layer?
@teedubya#MARTECH
66. Data Chaos Digital Marketing Agility
Retargeting
Analytics
Before
Optimization
Ad Serving
Media
Disjointed data
collection
Optimization
Ad Serving
AnalyticsRetargeting
Data LayerData Layer
Media
Centralised
data collection
After
@teedubya#MARTECH
68. Forrester Calls This Trend….The Age of the Customer
“Your company must become customer obsessed. You need to have
a deep knowledge of and engagement with your customers.”
@teedubya#MARTECH
69. • Title
• Time in the job
• Works directly with
• Daily tasks
• Responsibilities
• Likes/dislikes about job
• Frustrations
• Pressures
• Concerns
• Needs
• Role in buying process
• Buying stage
• Drivers
UNDERSTAND YOUR BUYERS PERSONAS
@teedubya#MARTECH
70. • Interview Current Customers
• A/B Testing
• Try Progressive Profiling
• Study Your Web Analytics
• Leverage Your Competition
• Use LinkedIn and other
Industry Networks
• Go to Events
RESEARCH YOUR BUYER PERSONAS
@teedubya#MARTECH
71. @teedubya
Up Close and Persona http://UpCloseAndPersona.comUp Close and Persona http://UpCloseAndPersona.com
93. Unify Your Data at the Source
or
…You could always get all your vendors on a conference call
94. Not all data has been yours or was unified
Missing data
• Ad impressions
• Social interactions
• Video consumption
Disjointed owned data
• Website analytics
• Mobile tracking
• Email data
95. Improve marketing agility with data ownership
• Collect rich online data
• Make data first party to you
• Switch vendors, keep the data
103. PLATFORM: Combine Any Solution in an Open Cloud
@teedubya#MARTECH
• Don't restrict marketing agility by being
vendor-locked in a closed cloud
• No single closed cloud can solve all your
marketing use cases
• Unlock all options to find the best fit for your
business
• Take advantage of the best "primo TAG-lio"
digital marketing solutions in the industry
104. DATA: Unify Marketing with Data Ownership
@teedubya#MARTECH
• Assemble your own data layer to unify
and enrich all your marketing solutions
• Ensure data quality, consistency, and
privacy across all vendor solutions
• Standardize and share visitor profiles
and actionable segments across your
cloud
• Break down marketing program silos &
unify teams with coordinated data
105. CUSTOMER: Focus on the Customer Journey
@teedubya#MARTECH
• Establish a 360 degree view of your customer
across all channels and devices
• Assess customer value to optimize marketing
spend and personalize offer depth
• Build relationships by engaging in omni-
channel 1:1 conversations with your
customers
106. MARKETING: Take Real-Time Action
@teedubya#MARTECH
• Batch processing of data inhibits
marketing agility and effectiveness
• Manage data in real-time to take
real-time, intelligent action
• Coordinate marketing decisions and
interactions across solutions
• Improve ROI with relevent offers
and content
112. Benefits
• “Siloed” solutions
enhance one another
• Collect, Own and Act on
your data everywhere
• Leverage Best-of-Breed
solutions without vendor
lock-in
• Omni-channel profiles
• Single line of code
• Data onboarding &
syndication
• 100% of technologies
supported
ENSIGHTEN DATA LAYER (EDL)
Standardize and control data across all 3rd party clouds, platforms and tools
AGILE MARKETING PLATFORM (AMP)
Hybrid Client-Server Technology
<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>
Privacy
Pulse
One
Data Collection
& ActivationApps
Market
Manage
Mobile
Inform
Attribution
Tag Management & Testing
Ensighten @ensighten http://ensighten.com
132. @teedubya
Open Graph www.ogp.me
Percolate www.percolate.com
Social Bro www.socialbro.com
HARO www.helpareporter.com
Muck Rack www.muckrack.com
GroupHigh www.grouphigh.com
Buzzstream www.buzzstream.com
17 Content Templates bit.ly/17templates
Twitter Cards www.dev.twitter.com/cards
SimplyMeasured www.simplymeasured.com
The Advanced Guide to Content Marketing
bit.ly/advcontent
133. @teedubya
17 Killer Content Templates: bit.ly/17templates
Twitter Chat Master List: http://bit.ly/TwitterChatMaster
Feature your Brand on Tumblr: http://brands.tumblr.com
Complete Guide to Twitter Cards: dev.twitter.com/docs/cards
The Advanced Guide to Content Marketing: bit.ly/advcontent
AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource
Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools
The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/
Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj
The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/
The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies
The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro
The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner
Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw
Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas
Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers
The Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-edition
Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html
134. @teedubya’s Mind Blowing Tools
ccpglobal.com/martech
@teedubya’s Mind Blowing Tools
ccpglobal.com/martech