SlideShare ist ein Scribd-Unternehmen logo
1 von 49
Downloaden Sie, um offline zu lesen
Kickstart Your 2013
Marketing Plan with the New
Rules of Digital Engagement
           Ian Michiels
           Gleanster
              @InsightFanatic
#AOWEB
•

•



•




    #AOWEB
#AOWEB
•




    #AOWEB
#AOWEB
•
    Marketing
    Lessons
    Learned
         in 2012

    #AOWEB
#AOWEB
#AOWEB
Lesson # 1



 Marketing
 Automation is
 Great…
   When used
 appropriately…
             #AOWEB
•


•




    #AOWEB
•
    – First Marketing Automation IPO 2012

    – Acquisitions


•
    – Usability matters even though it’s very subjective




                            #AOWEB

















#AOWEB
#AOWEB
•
    – Competitive Parity = Automation & Measurement


•
    1.   Integration
    2.   Configure a couple templates
    3.   Content audit
    4.   1-2 nurture marketing campaigns
    5.   Standardized metrics

                           #AOWEB
Lesson # 2



Fragmented
Systems are
Crippling Success
       & Data Driven
Decisions…   #AOWEB

         
         
         
         
         
         
         
         
         
         
         
         
         
         
         



#AOWEB
•




    #AOWEB
≠



#AOWEB
•




    #AOWEB
Lesson # 3




 Big data is not a fad



             #AOWEB
#AOWEB
•
    – Web Analytics

    – Social Media

    – Campaigns

    – Offer Optimization

    – Pricing



                           #AOWEB
#AOWEB
#AOWEB
#AOWEB
#AOWEB
•

•

•


•



    #AOWEB
•




    #AOWEB
#AOWEB
•
    – Business Rules
    – Channel agnostic communications
    – Web Analytics Data + Offline Data


•
    – Ability to converse with IT
    – Willingness to seek analytical questions
    – New roles


•
    – Reporting and analysis in the hands of business users
    – Real-time


                                     #AOWEB
Lesson # 4




   CMO vs. CIO – Ding!



             #AOWEB
•



•



•



    #AOWEB
•


•

    – Justify investments with company objectives

•




                            #AOWEB
Lesson # 5




   Back to basics
      4 Cs as
   important as 4
   Ps
             #AOWEB
#AOWEB
•
    – 1 Billion users on Facebook
    – Heavy dependence on digital channels


•
    – Key for B2B: Social & … [Email, Mobile, Video, etc.]


                            #AOWEB
•


•
•


                 •
                 •
                 •
                 •




    #AOWEB
Lesson # 6



    Armageddon is
        near
     and it’s not
    because of the
      Mayans…
             #AOWEB
#AOWEB
#AOWEB
•
    New Rules
    for Digital
    Engagemen
    t

    #AOWEB
#AOWEB
#AOWEB
Informing 2013 Marketing Plans




            #AOWEB
#AOWEB
•



•



•



    #AOWEB
#AOWEB
Ian Michiels
Gleanster
   @InsightFanatic

Weitere ähnliche Inhalte

Ähnlich wie Kickstart Your 2013 marketing Plan with the New Rules of Digital Engagement

Quantify the Value of Social Media Engagement in B2B Marketing
Quantify the Value of Social Media Engagement in B2B MarketingQuantify the Value of Social Media Engagement in B2B Marketing
Quantify the Value of Social Media Engagement in B2B MarketingAct-On Software
 
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.John Walsh
 
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...Jon Wuebben
 
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKETOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
 
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...Doyle Buehler
 
ABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your HomepageABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your HomepageOptimizely
 
Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...
Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...
Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...Cecile Thirion
 
July 2012 Survey Results Webinar
July 2012 Survey Results WebinarJuly 2012 Survey Results Webinar
July 2012 Survey Results WebinarAct-On Software
 
How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013HubSpot
 
Building Your Content Marketing Measurement Program
Building Your Content Marketing Measurement ProgramBuilding Your Content Marketing Measurement Program
Building Your Content Marketing Measurement ProgramOnline Marketing Institute
 
Myths and Illusions of Cross Device Testing - Elite Camp June 2015
Myths and Illusions of Cross Device Testing - Elite Camp June 2015Myths and Illusions of Cross Device Testing - Elite Camp June 2015
Myths and Illusions of Cross Device Testing - Elite Camp June 2015Craig Sullivan
 
11 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 201511 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 2015Mike Corak
 
Demand Generation Time Machine
Demand Generation Time MachineDemand Generation Time Machine
Demand Generation Time MachineAct-On Software
 
Demand Generation Report Webinar - Time Machine with Mede Analytics
Demand Generation Report Webinar - Time Machine with Mede AnalyticsDemand Generation Report Webinar - Time Machine with Mede Analytics
Demand Generation Report Webinar - Time Machine with Mede AnalyticsAct-On Software
 
Bath City College SEO For Beginners Training | February 2017
Bath City College SEO For Beginners Training | February 2017Bath City College SEO For Beginners Training | February 2017
Bath City College SEO For Beginners Training | February 2017Josh Baldwin
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Teresa Jones
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK
 

Ähnlich wie Kickstart Your 2013 marketing Plan with the New Rules of Digital Engagement (20)

Quantify the Value of Social Media Engagement in B2B Marketing
Quantify the Value of Social Media Engagement in B2B MarketingQuantify the Value of Social Media Engagement in B2B Marketing
Quantify the Value of Social Media Engagement in B2B Marketing
 
Show Me the Money!
Show Me the Money!Show Me the Money!
Show Me the Money!
 
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
Inside eCommerce - Micksgarage Masterclass - April 15th 2014.
 
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
#ContentMarketingWorld 2013 - Building Your Content Marketing Measurement Pro...
 
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKETOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKE
 
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...
Australian Marketing Institute Workshop - Doyle Buehler - Digital Brand Leade...
 
ABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your HomepageABM in Practice: How to Personalize your Homepage
ABM in Practice: How to Personalize your Homepage
 
Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...
Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...
Marketing Operations: An Insider's Story of Implementing ABM Successfully usi...
 
July 2012 Survey Results Webinar
July 2012 Survey Results WebinarJuly 2012 Survey Results Webinar
July 2012 Survey Results Webinar
 
How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013How to Build and Manage an Inbound Marketing Team #INBOUND2013
How to Build and Manage an Inbound Marketing Team #INBOUND2013
 
Digital Content: Kirk Hullis
Digital Content: Kirk HullisDigital Content: Kirk Hullis
Digital Content: Kirk Hullis
 
Building Your Content Marketing Measurement Program
Building Your Content Marketing Measurement ProgramBuilding Your Content Marketing Measurement Program
Building Your Content Marketing Measurement Program
 
Myths and Illusions of Cross Device Testing - Elite Camp June 2015
Myths and Illusions of Cross Device Testing - Elite Camp June 2015Myths and Illusions of Cross Device Testing - Elite Camp June 2015
Myths and Illusions of Cross Device Testing - Elite Camp June 2015
 
11 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 201511 Content Marketing Planning Tips for 2015
11 Content Marketing Planning Tips for 2015
 
Demand Generation Time Machine
Demand Generation Time MachineDemand Generation Time Machine
Demand Generation Time Machine
 
Demand Generation Report Webinar - Time Machine with Mede Analytics
Demand Generation Report Webinar - Time Machine with Mede AnalyticsDemand Generation Report Webinar - Time Machine with Mede Analytics
Demand Generation Report Webinar - Time Machine with Mede Analytics
 
Marketing Profs 9 21 12 Final
Marketing Profs 9 21 12  FinalMarketing Profs 9 21 12  Final
Marketing Profs 9 21 12 Final
 
Bath City College SEO For Beginners Training | February 2017
Bath City College SEO For Beginners Training | February 2017Bath City College SEO For Beginners Training | February 2017
Bath City College SEO For Beginners Training | February 2017
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
 

Mehr von Act-On Software

Segmentation in 3 Easy Steps
Segmentation in 3 Easy Steps Segmentation in 3 Easy Steps
Segmentation in 3 Easy Steps Act-On Software
 
The State of B2B Marketing: New Marketing Automation Stats for 2017
The State of B2B Marketing: New Marketing Automation Stats for 2017The State of B2B Marketing: New Marketing Automation Stats for 2017
The State of B2B Marketing: New Marketing Automation Stats for 2017Act-On Software
 
Why Content Marketers Should Be Making Unicorn Babies
Why Content Marketers Should Be Making Unicorn Babies Why Content Marketers Should Be Making Unicorn Babies
Why Content Marketers Should Be Making Unicorn Babies Act-On Software
 
How to Create a Successful Email Newsletter
How to Create a Successful Email Newsletter How to Create a Successful Email Newsletter
How to Create a Successful Email Newsletter Act-On Software
 
Marketing Quick Start Guide
Marketing Quick Start Guide Marketing Quick Start Guide
Marketing Quick Start Guide Act-On Software
 
INBOUND OR OUTBOUND? HOW ABOUT BOTH?
INBOUND OR OUTBOUND? HOW ABOUT BOTH?INBOUND OR OUTBOUND? HOW ABOUT BOTH?
INBOUND OR OUTBOUND? HOW ABOUT BOTH?Act-On Software
 
Marketing Automation Hacks: The Act-On Edition
Marketing Automation Hacks: The Act-On EditionMarketing Automation Hacks: The Act-On Edition
Marketing Automation Hacks: The Act-On EditionAct-On Software
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of MarketingAct-On Software
 
Creating Killer Marketing Content
Creating Killer Marketing ContentCreating Killer Marketing Content
Creating Killer Marketing ContentAct-On Software
 
Getting the Buy-In from the C-Suite
Getting the Buy-In from the C-SuiteGetting the Buy-In from the C-Suite
Getting the Buy-In from the C-SuiteAct-On Software
 
SEO in 2014: Fact, Fiction, & Sensationalism
SEO in 2014: Fact, Fiction, & SensationalismSEO in 2014: Fact, Fiction, & Sensationalism
SEO in 2014: Fact, Fiction, & SensationalismAct-On Software
 
What Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing AutomationWhat Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing AutomationAct-On Software
 
Critical Rules for SEO Success in 2014
Critical Rules for SEO Success in 2014Critical Rules for SEO Success in 2014
Critical Rules for SEO Success in 2014Act-On Software
 
Target marketing improve email pic
Target marketing   improve email picTarget marketing   improve email pic
Target marketing improve email picAct-On Software
 
Creating Killer Marketing Content
Creating Killer Marketing ContentCreating Killer Marketing Content
Creating Killer Marketing ContentAct-On Software
 
Getting Started with Lead Nurturing
Getting Started with Lead NurturingGetting Started with Lead Nurturing
Getting Started with Lead NurturingAct-On Software
 
Preparing for Compliance: Canada's Anti-Spam Law (CASL)
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Preparing for Compliance: Canada's Anti-Spam Law (CASL)
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Act-On Software
 
Who Is The Modern Customer? How Do They Want You to Talk to Them?
Who Is The Modern Customer? How Do They Want You to Talk to Them?Who Is The Modern Customer? How Do They Want You to Talk to Them?
Who Is The Modern Customer? How Do They Want You to Talk to Them?Act-On Software
 
Inactive Email Subscribers: Best Practices for Re-Engagement
Inactive Email Subscribers: Best Practices for Re-EngagementInactive Email Subscribers: Best Practices for Re-Engagement
Inactive Email Subscribers: Best Practices for Re-EngagementAct-On Software
 
Brunch and Learn - Direct Marketing on a Shoestring Budget
Brunch and Learn - Direct Marketing on a Shoestring BudgetBrunch and Learn - Direct Marketing on a Shoestring Budget
Brunch and Learn - Direct Marketing on a Shoestring BudgetAct-On Software
 

Mehr von Act-On Software (20)

Segmentation in 3 Easy Steps
Segmentation in 3 Easy Steps Segmentation in 3 Easy Steps
Segmentation in 3 Easy Steps
 
The State of B2B Marketing: New Marketing Automation Stats for 2017
The State of B2B Marketing: New Marketing Automation Stats for 2017The State of B2B Marketing: New Marketing Automation Stats for 2017
The State of B2B Marketing: New Marketing Automation Stats for 2017
 
Why Content Marketers Should Be Making Unicorn Babies
Why Content Marketers Should Be Making Unicorn Babies Why Content Marketers Should Be Making Unicorn Babies
Why Content Marketers Should Be Making Unicorn Babies
 
How to Create a Successful Email Newsletter
How to Create a Successful Email Newsletter How to Create a Successful Email Newsletter
How to Create a Successful Email Newsletter
 
Marketing Quick Start Guide
Marketing Quick Start Guide Marketing Quick Start Guide
Marketing Quick Start Guide
 
INBOUND OR OUTBOUND? HOW ABOUT BOTH?
INBOUND OR OUTBOUND? HOW ABOUT BOTH?INBOUND OR OUTBOUND? HOW ABOUT BOTH?
INBOUND OR OUTBOUND? HOW ABOUT BOTH?
 
Marketing Automation Hacks: The Act-On Edition
Marketing Automation Hacks: The Act-On EditionMarketing Automation Hacks: The Act-On Edition
Marketing Automation Hacks: The Act-On Edition
 
Rethinking the Role of Marketing
Rethinking the Role of MarketingRethinking the Role of Marketing
Rethinking the Role of Marketing
 
Creating Killer Marketing Content
Creating Killer Marketing ContentCreating Killer Marketing Content
Creating Killer Marketing Content
 
Getting the Buy-In from the C-Suite
Getting the Buy-In from the C-SuiteGetting the Buy-In from the C-Suite
Getting the Buy-In from the C-Suite
 
SEO in 2014: Fact, Fiction, & Sensationalism
SEO in 2014: Fact, Fiction, & SensationalismSEO in 2014: Fact, Fiction, & Sensationalism
SEO in 2014: Fact, Fiction, & Sensationalism
 
What Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing AutomationWhat Sales Leaders Should REALLY Expect from Marketing Automation
What Sales Leaders Should REALLY Expect from Marketing Automation
 
Critical Rules for SEO Success in 2014
Critical Rules for SEO Success in 2014Critical Rules for SEO Success in 2014
Critical Rules for SEO Success in 2014
 
Target marketing improve email pic
Target marketing   improve email picTarget marketing   improve email pic
Target marketing improve email pic
 
Creating Killer Marketing Content
Creating Killer Marketing ContentCreating Killer Marketing Content
Creating Killer Marketing Content
 
Getting Started with Lead Nurturing
Getting Started with Lead NurturingGetting Started with Lead Nurturing
Getting Started with Lead Nurturing
 
Preparing for Compliance: Canada's Anti-Spam Law (CASL)
Preparing for Compliance: Canada's Anti-Spam Law (CASL)Preparing for Compliance: Canada's Anti-Spam Law (CASL)
Preparing for Compliance: Canada's Anti-Spam Law (CASL)
 
Who Is The Modern Customer? How Do They Want You to Talk to Them?
Who Is The Modern Customer? How Do They Want You to Talk to Them?Who Is The Modern Customer? How Do They Want You to Talk to Them?
Who Is The Modern Customer? How Do They Want You to Talk to Them?
 
Inactive Email Subscribers: Best Practices for Re-Engagement
Inactive Email Subscribers: Best Practices for Re-EngagementInactive Email Subscribers: Best Practices for Re-Engagement
Inactive Email Subscribers: Best Practices for Re-Engagement
 
Brunch and Learn - Direct Marketing on a Shoestring Budget
Brunch and Learn - Direct Marketing on a Shoestring BudgetBrunch and Learn - Direct Marketing on a Shoestring Budget
Brunch and Learn - Direct Marketing on a Shoestring Budget
 

Kickstart Your 2013 marketing Plan with the New Rules of Digital Engagement

Hinweis der Redaktion

  1. CMO’s feel unprepared for the amount of complexity they face.