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If you're an ambitious marketer who understands the potential of harnessing digital channels, but feels held back (or held hostage!) by legacy technology, an agency or IT, this webinar is for you. Transform your marketing efforts and seize control of your web presence, with the help of Content Management delivered as a service (SaaS). In this webinar, you will learn: • The definition of a "next generation" CMS • How the next generation of CMS is converting content into revenue • How to determine if your marketing team is ready for a next generation CMS • How to build a business case for the investment If there's one marketing initiative to champion in 2011, this is it!
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Webinar: Cloud CMS: The Best Marketing Investment You Can Make This Year
October 12, 2011
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GoToWebinar Controls
• Click the button with the arrows to minimize your GoToWebinar controls
• Type your questions for us into the box at the bottom and press Send
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Introduction – About the Presenters
Richard Sharp, VP of Marketing Adam Koebel, Product Specialist Marqui Marqui
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Agenda
• Digital Marketing in 2011
• Web Marketing Toolkit: Traditional
vs. Next Generation
• Content into Revenue: Real-World
Example
• Is Your Marketing Team Ready?
• Wrap-Up / Questions
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Introduction – Digital Marketing in 2011
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ROI
landing pages
drip email
offline conversion
website
mobile
Slideshare
PPC
content marketing
Blogging
microsite
SEOCRM
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Digital Marketing in 2011, SMB
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The “Traditional” Toolkit…
• Legacy CMS – all about control
• Changes made by IT or webmaster
•An agency makes the changes
• G
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The “Next Generation” CMS, Defined…
• Balance and flexibility/ ease of use• Access anywhere, any device• Marketing database to track every
touch• Simple form management and
auto-responders• Email campaigns
…For less than the cost of a tradeshow.
• Social media syndication and integration
• Analytics and testing• Workflow, approvals, roles,
permissions• Rapid deployment without
internal IT• Support that marketers need
(vs IT)
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Converting Content into Revenue
A Real-World Example
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It Starts with Search!
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Combine Blog Content with CTA
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Compelling Content “Earns” a Lead
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Don’t Ask the Same Questions, but Track Everything!
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Stay Alert of New Leads
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Auto-Update Your Records
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Stay in Sync
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Stay in Sync
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Nurture that Lead!
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Is Your Marketing Team Ready?
1. Is your marketing team responsible for generating leads for the rest of your business?
2. Do your customers judge the validity of your product/service from visits to your website?
3. Is your sales process complex, with the need to communicate your expertise online?
4. Does your go-to-market execution involve many tactics?5. Do the majority of your leads “touch” your website at various
points throughout the sales process?6. Is your organization looking to rebuild its website?7. Is your organization looking to quicken publishing time and
improve efficiencies?8. Are you looking to wrestle control of your website away from your
current agency or IT team?
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Building a Business Case
25%
1% (from 0.5%)
10% (from 5%)
10% (from 5%)
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Summary• The web is complex and fragmented – yet, integrating tactics
is crucial to proving ROI• With traditional web tools, control of web content rested with
a legacy CMS, IT or an agency. The next generation of CMS is agile, flexible and marketing-enabled
• Next generation CMS allows for a lead’s successful journey through multiple touchpoints
• CMS tools and tactics provide measurable returns for your business, improving lead engagement, capture, nurture, qualification and closing
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Q + A
Richard Sharp, VP Marketing [email protected]
Adam Koebel, Product [email protected]
Feedback? Questions? Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS
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