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A strategic shift in ownership of corporate websites is occurring with power moving from IT departments to marketing teams. Until recently, content management systems were the responsibility of IT to centralize control of content. Now, marketers seek to fully leverage the web as the critical channel to drive business results. Marketers are seeking solutions that are agile and able to attract visitors and convert leads. This webinar covers: • The challenges and opportunities offered by the web as a channel to drive growth • The needs of web content management for marketing success verses IT control • Steps to take to harness the potential of the web to build demand • What skills really matter for marketers to win with web marketing
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Beyond WCM: Driving Business from Your WebsiteMay 13th 2010
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The Way the Internet Used to Be…
Graph Source: International Telecommunication Union (ITU), 2007
In 1997 there were 70 million internet users worldwide.
Statistic Source: Internet World Stats, www.internetworldstats.com
Before – WCM was an IT Initiative
What IT wanted in a WCM solution:
• Strict content management / ownership
• Content back-up / Security
• Firm scheduling and content consistency
• Page loading time
• Compatibility with data center
• Audit trails
But the World has Changed…
Image by SocialGrow
Internet Users Statistics – December 2009
Source: Internet World Stats, www.internetworldstats.com
There are currently over 1.8 Billion internet users worldwide.
0 200 400 600 800 1000
AustraliaMiddle East
AfricaLatin America
North AmericaEurope
Asia
Internet Users in the World by Geographic Regions -2009
The Internet as Part of a Marketing Strategy
• The internet is now used as part of business and marketing strategies
Attract & Engage
Capture
Nurture
Qualified
New Customer
So What Does Marketing Need WCM to Do Now?
RSS
Blogs
Social Media
Members Sections
Landing Pages
Micro-sites
PPC
Search Engines
Mobile Apps
Drip Email Campaigns
Webinars
Subscriber Database
Sales
Website
WCM is Now an Integrated Marketing Platform
What marketing wants in a WCM solution: 1. Flexibility and ease-of-use, for non-technical users2. Business blogging3. Syndication and social media integration4. Analytics integration, tracking and testing5. Simple form management with auto responders6. Built-in lead database7. Email campaigns to nurture leads8. Workflow with approvals and versioning9. Roles and Permissions10. Digital asset management
Image from Jason Gulledge
Opportunities for Internet Marketing
• The web is now complex and distributedthis is both an opportunity and a challenge
• It has gone from 1.0 (static and out-dated) to 2.0 (dynamic and shared)
• David and Goliath
Case Study
• Salesforce.com vs. traditional enterprise software solutions
• Founded in 1999
• Internet savvy company that took on a traditional “Goliath”
• Now has over 72,500 customers and over 2,100,000 subscribers
• In January 2010 Salesforce.com had a revenue of $ 1.3 Billion
Source: Salesforce.com
Source: Yahoo Finance, 2010
Harness the web and building demand
Attract & Engage
Capture
Nurture
Qualified
New Customer
SEO, Keywords, Social Media, RSS, Fresh Content, Blog
Landing Pages, A/B Split Tests, Form Builder, Secure Sections, Marketing Database,
Google Website Optimizer
Drip email campaigns, Educational content, Webinars, Social Media Integration,
Business Blogging
Lead scoring, Subscriber Database, CRM Integration, Activity profiling, Dynamic
Segmentation
Harnessing the Web: Skills You Need
• Creative – copywriting, content competency
• Analytical – strong attention to detail, ability to understand metrics
• Determined – willing to continually improve based on metrics to reach targets
• Inquisitive – desire to explore new marketing channels, technology and opportunities
Questions?
Richard Sharp, VP Marketing
604.484.8543
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
