The document discusses creating digital harmony within a marketing technology ecosystem. It begins by acknowledging that complexity is outpacing resources over time. It then provides steps to demystify and simplify, including discovery, mapping out current integrations, identifying hubs and spokes, and setting measurable goals. Hubs are described as complex systems that aggregate and syndicate data across the enterprise, while spokes are more nimble and domain-specific technologies. The document uses a hypothetical company and goals as an example, mapping out potential ways to integrate tools like AWeber, Google Analytics, and Salesforce to meet goals like tracking newsletter signups. It concludes by advising readers to choose an approach that works for their team and organization.

1. Pete Amundson
@peteamundson

2. Creating Digital Harmony
The Marketing Technology Ecosystem

3. Marketing Technology Ecosystem
Website

4. Marketing Technology Ecosystem
CMS

5. Marketing Technology Ecosystem
CMS
Intranet

6. Marketing Technology Ecosystem
CMSCRM
Email
AnalyticsIntranet

7. Marketing Technology Ecosystem
CMSCRM
Email Video
Social
Media
RFP
RFI
Analytics
Event
Management
Intranet

8. Marketing Technology Ecosystem
CMSCRMERP
DAM
Email Video
Social
Media
RFP
RFI
Analytics
CDN
Syndication
Event
Management
Ads
Intranet
Apps

9. Complexity Is Outpacing Resources
2000 2005 2010 2015
Complexity Time Resources

10. Stop and Breathe

11. Take a Step Back

12. Even though it is complex, there
are ways to demystify and simplify.

13. DISCOVERY
First, let’s do a little

14. Content Management Systems
Sitecore WordPress Drupal
Home-
Built
Proprietary
Joomla! Keystone
Ektron /
EPiServer
Adobe CQ Magento

15. Customer Relationship Management Tools
Salesforce Dynamics SugarCRM Infusionsoft Proprietary
InterAction
ZOHO
CRM
QuickBase Solve CRM NetSuite

16. Email Marketing Systems
GetResponse AWeber
Constant
Contact
Unbounce SendGrid
MailGun
Campaign
Monitor
ExactTarget iContact Mandrill

17. Eventbright
WebEx
GoToWebinar
Events
Google
Analytics
WebTrends
SiteImprove
Analytics
Hootsuite
Komfo
SproutSocial
Social Media
Vimeo
Youtube
Brightcove
Video
Qorus
Qvidian
TinderBox
RFP/RFI

18. I have these tools, but they
aren’t working together.

19. First thing’s first, figure out what
you have.

20. Hypothetical Company, LLC
AWeber Salesforce
HootsuiteBrightcove
Google
Analytics
Sitecore

21. Next, map out ways that they
are already working together.

22. Hypothetical Company, LLC
SitecoreAWeber Salesforce
HootsuiteBrightcove
Google
Analytics

23. Hypothetical Company, LLC
AWeber
Google
Analytics
Newsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove

24. Hypothetical Company, LLC
AWeber
Google
Analytics
Public Visitor
Tracking
Sitecore Salesforce
HootsuiteBrightcove

25. Hypothetical Company, LLC
AWeber
Google
Analytics
Embedded
Video
Sitecore Salesforce
HootsuiteBrightcove

26. Hypothetical Company, LLC
AWeber
Google
Analytics
Manual Social
Posting
Internal
Tracking
Sitecore Salesforce
HootsuiteBrightcove

27. All Marketing Technologies
are not created equal.

28. Marketing Technology is
Comprised of Hubs and
Spokes
https://www.flickr .c om/ photos/ par eeer ic a/4499 2451 00

29. Hypothetical Company, LLC
AWeber
Google
Analytics
Manual Social
Posting
Internal
Tracking
Sitecore Salesforce
HootsuiteBrightcove

30. Hubs + Spokes: What are Spokes?

31. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.

32. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.

33. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.

34. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
Spokes are interchangeable.

35. Hubs + Spokes: What are Spokes?
Spokes are typically less complex.
Spokes are typically more nimble technologies.
Spokes are domain specific.
Spokes are interchangeable.
Spokes can be the best product, but for only one offering.

36. Marketing Technology Spokes
CMSCRMERP
DAM
Email Video
Social
Media
RFP
RFI
Analytics
CDN
Syndication
Event
Management
Ads
Intranet
Apps

37. Hubs + Spokes: What are Hubs?

38. Hubs + Spokes: What are Hubs?
Hubs are complex systems.

39. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.

40. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.

41. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.

42. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.
Hubs can accomplish many things (Jack-of-all-trades).

43. Hubs + Spokes: What are Hubs?
Hubs are complex systems.
Hubs aggregate data.
Hubs syndicate data.
Hubs are very enterprise-y.
Hubs can accomplish many things (Jack-of-all-trades).
Hubs are hard to replace.

44. Marketing Technology Hubs
CMSCRMERP
DAM
Email Video
Social
Media
RFP
RFI
Analytics
CDN
Syndication
Event
Management
Ads
Intranet
Apps

45. Hubs + Spokes: What are the Best Hubs?

46. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems

47. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs

48. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
Have Global Partners

49. Hubs + Spokes: What are the Best Hubs?
Leverage both Marketing and Technology Ecosystems
Have Documented APIs
Have Global Partners
Have Third Party Add-ons/Modules/Integrations

50. Hubs: Marketing Automation Platforms
Sitecore HubSpot Marketo Eloqua Salesfusion
Pardot Adobe
Campaign
Microsoft
Dynamics
Marketing
Act-On eTrigue

51. What Do I Want to Accomplish?

52. GOAL SETTING
Time for some

53. Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fit a business need.

54. Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational. but not unattainable.
3. Goals should fit a business need.

56. http://imgs.x kc d.c om/ com ics/s hoot _f or _t he_m oon.png

57. Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fit a business need.

58. Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fulfill a business need.

59. Rules for Marketing Technology Goals
1. Goals should be measurable.
2. Goals should be aspirational, but not unattainable.
3. Goals should fulfill a business need.
It is OK if your current Marketing Technology tools cannot
achieve your goals.

60. Hypothetical Company, LLC
AWeber
Google
Analytics
Manual Social
Posting
Internal
Tracking
Sitecore Salesforce
HootsuiteBrightcove

61. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.

62. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
Not a good business goal; more traffic isn’t better traffic.

63. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate
practice.

64. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate
practice.
Needs to be measurable.

65. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate
practice.
§ We want to know when potential customers sign up for
our Real Estate newsletter so that our practice lead can
reach out to them.

66. Hypothetical Company with Hypothetical Goals
§ We want to boost website traffic by 50%.
§ We want to increase awareness of our Real Estate
practice.
§ We want to know when potential customers sign up for
our Real Estate newsletter so that our practice lead can
reach out to them.
§ We want to automate posting our corporate news to
LinkedIn.

67. Goal:
AWeber
Google
Analytics
We want to know when potential customers sign up for our Real Estate
newsletter so that our practice lead can reach out to them.
Sitecore Salesforce
HootsuiteBrightcove

68. Goal:
Google
Analytics
We want to know when potential customers sign up for our Real Estate
newsletter so that our practice lead can reach out to them.
AWeber
Newsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove

69. Goal:
Google
Analytics
We want to know when potential customers sign up for our Real Estate
newsletter so that our practice lead can reach out to them.
AWeber
Using AWeber
connector for
Salesforce
Newsletter
Signup Forms
Sitecore Salesforce
HootsuiteBrightcove

70. Goal:
Google
Analytics
We want to know when potential customers sign up for our Real Estate
newsletter so that our practice lead can reach out to them.
AWeber
Contact
integration
Sitecore
+ WFFM
+ ExM
Salesforce
HootsuiteBrightcove

71. Goal:
AWeber
Google
Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore Salesforce
HootsuiteBrightcove

72. Goal:
AWeber
Google
Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore Salesforce
HootsuiteBrightcove
Hootsuite
Syndicator
App.

73. Goal:
AWeber
Google
Analytics
We want to automate posting our corporate news to LinkedIn.
Sitecore
+ Social
Salesforce
HootsuiteBrightcove
Sitecore Social
Experience

74. Choosing the right approach
is not always easy.

75. Implementing the right
approach is not always easy.

76. It is not as simple as picking
the best product.

77. You need to choose what
works for your team and your
organization.

78. Now, How Do You Get Started?
?

79. Now, How Do You Get Started?
§ What Tools do you have?

80. Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?

81. Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?

82. Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?
§ What are your Goals?

83. Now, How Do You Get Started?
§ What Tools do you have?
§ How do you utilize them?
§ What are your Hubs and Spokes?
§ What are your Goals?
§ How can you utilize your current tools or new tools to
meet those Goals?

84. Just Think…

85. …This Could Be You!
2000 2005 2010 2015 2020
Complexity Time Resources

86. Thank You!