Marketing Operations

lionbridge.comglobalmarketingops.comwww.contenthere.nettwitter.com/sggottlieb

How to get the most bang from your bytes

Database, CRM

@sggottlieb

My Name is Seth GottliebHello! 1995 Present2000 2005

Tech. Developer/Consumer

Systems Integration

CM Pros

Industry Analyst

Marketing Operations

Vendor

@sggottlieb

A dirty little secret.

@sggottlieb

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

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

The solution

content management crm

personalization

commerce email marketing

lead nurturing

analytics

search

web publishing

@sggottlieb

The solution

content management crm

personalization

commerce email marketing

lead nurturing

analytics

search

web publishing

nowwith

SOCIAL!

@sggottlieb

The solution

content management crm

personalization

commerce email marketing

lead nurturing

analytics

search

web publishing

nowwith

SOCIAL!new!

ENGAGEMENT

@sggottlieb

Operators view

@sggottlieb

We want Wall-E technology

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But a more flattering version

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How about the stock photo version?

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If you think your marketing organization works that way......

You are not paying attention.

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Star Wars

@sggottlieb

Marketing technology is like

the Millenium Falcon

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For Example....

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Now, that’s clever!

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You have the strategy!

@sggottlieb

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

@sggottlieb

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

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

FAIL

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Mistakes happen when we do new things.

Mistakes happen when we do hard things.

@sggottlieb

Strategy + Technology != SUCCESS

@sggottlieb

Strategy + Execution = SUCCESS

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Technology + Operational Capacity

Execution

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What is Organizational Capacity?

✦ Process✦ Skill✦ Teamwork✦ Time

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Process

@sggottlieb

Skills

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Planning: Ruthless Prioritization

Who:Product Manager

What:• Performance• Quality• Backlog• Budget

optimization

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Creative: Vision to Experience

Who:Interactive Designer

What:• Graphic design• Graphics

production• Web development• Constraint aware

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Creative: Vision to Experience

Who:Writer

What:• Audience analysis• Writing• Editing• Constraint aware

@sggottlieb

Publishing: Findable, Usable, Actionable

Who:Publisher

What:• Trained on all

platforms• SEO• Instrumentation• QA• Graphics

production

@sggottlieb

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

@sggottlieb

Analysis: Insight from Information

Who:Data Analyst

What:• Trained on

platforms• Assembles/

correlates data • Highlights what is

actionable• Tweaks and

measures response

@sggottlieb

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

@sggottlieb

Teamwork

@sggottlieb

@sggottlieb

Time

38

•We Want ENGAGEMENT!•We Want SOCIAL!•We Want BetterSearch Engine Rankings!

Management

A typical scenario

The Web Master•When I have time

I WILL FIX THAT…•When I have time

TAKE THAT DOWN•When I have timeImprove the mobile experience

@sggottlieb

✦Access

@sggottlieb

✦Access

@sggottlieb

✦Access✦Usability

@sggottlieb

✦Access✦Usability

@sggottlieb

✦Access✦Usability✦Automation

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✦Access✦Usability✦Automation

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✦Access✦Usability✦Automation✦Time

@sggottlieb

Marketing operations is multiple full time jobs.

@sggottlieb

And you can’t automate them away.Discipline Tiny Small Medium

Product Manager

1

1 1

Data Analyst

1

1 1

Publisher

1

1 3

Creative

1

2 4

Total 2 5 9

@sggottlieb

40 Publishers40 Publishers

@sggottlieb

Summary

Strategy

TechnologicalCapability

OperationalCapacity

@sggottlieb

Let’s go blow up a death star

@sggottlieb

Questions

• Email: seth.gottlieb@lionbridge.com• Twitter: @sggottlieb• Company Site: http://

www.globalmarketingops.com• Blog: http://www.contenthere.net