Marketing Technologies, Tools, and Tactics in the Age of the Evolving MarketerTravis Wright | Chief Marketing Technology Officer | CCP Global | @teedubya

November 26th, 2015

Who is this Travis Wright dude?• Radio Disc Jockey at Age 13.• Stand-up comedian since 1995.• Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998.• Military Intelligence and Russian Linguist in the US Army.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP Global • Tech Journalist for CMO.com, MarketingLand, Business.com & others• Inc. Magazine Columnist – Tech Tools for Entrepreneurs• Hosting Venture Beat’s MarTech podcast launching in January-Feb.• @teedubya on Twitter

Silos and Silos of Data

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• Ask & Answer the right questions

• Integrate marketing strategies

• Optimize your marketing mix

• Know your audience

• Recognize your customer

• Personalize customer journey

• Create a better user experiences

Data-Driven Marketing Making Smarter & More Impactful Decisions

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Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey

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MARTECHWOMEN

@teedubya’s Tools – ccpglobal.com/howtoweb

@teedubya#MARTECHSource: Experian 2014 Digital Marketer Report

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• Beyond Integrated Marketing• Cross-device, Omni-channel• Real-time 1:1 Personalization• Ownership of all Data• Beyond Optimization• Awesomeization

The Holy Grail of Marketing

90% of people use multiple screens sequentially.

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On average, smartphone owners check their device every 6.5 minutes and check

their phone over 150 times each day.

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

“To stay competitive, enterprises must collect, own and act on their onsite, offsite and offline data.”

Josh Manion, Ensighten CEO and Founder

Ghostery @ghostery http://ghostery.com

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Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

@teedubya#GrowthBeat

What are Marketing Clouds? • Typically non-integrated solutions:• Many ‘best of breed’ solutions sit

outside of existing marketing clouds• Well defined data layer allows

companies to ‘build your own marketing cloud’

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@teedubya

$11,222,000,000

Tag Management Brings Order to Marketing Chaos

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead NurturingMarketing Automation

Voice of Customer

Analytics

Chat

Banner Ads

Personalization

Search Engine Marketing

Visitor Remarketing

Visitor Retargeting

Social Marketing

• A/B Testing• Ad Networks• Affiliate Marketing

• Email Marketing• Lead Nurturing• Marketing Automation

• Analytics• Banner Ads• Chat

• Personalization• SEM• Social Marketing

• Visitor Remarketing• Visitor Retargeting• Voice of Customer

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Source: Tealium

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Tag Management System @teedubya

To Build: That is the Answer!

Tag Management Options

If you’re an SMBccpglobal.com/howtoweb @teedubya

Benefits

• “Siloed” solutions enhance one another

• Collect, Own and Act on your data everywhere

• Leverage Best-of-Breed solutions without vendor lock-in

• Omni-channel profiles

• Single line of code• Data onboarding &

syndication• 100% of technologies

supported

ENSIGHTEN DATA LAYER (EDL)Standardize and control data across all 3rd party clouds, platforms and tools

OPEN MARKETING PLATFORMHybrid Client-Server Technology

<script src=“//nexus.ensighten.com/YourID/Bootstrap.js”></script>

Priv

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Pul

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One

Data Collection & Activation

App

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Man

age

Mob

ile

Info

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Att

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Tag Management & Testing

Ensighten @ensighten http://ensighten.com

Ghostery @ghostery http://ghostery.com

@teedubya#MARTECH

Ghostery @ghostery http://ghostery.com @teedubya#MARTECH

• Data is the Lifeblood for Digital Marketing

• Synchronized Data Definitions• Standardize and control data

distribution to partners & vendors• Better visitor attribution and

personalized insights

What is a Data Layer?

Think: Are your assets ‘automated’?

48

DataCollection

BigData

MarketingAction

Where fun stuff Happens

Look at your assets as Layers, Dimensions & Decisions

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Retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts.

Source: DataMonitor

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Advanced Techniques Required To Optimize For Omni-ChannelPersonalization & Attribution

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#SIC2013

AGILITY

#SIC2013

NOT AGILE

KNOW YOUR CUSTOMERS

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Forrester Calls This Trend….The Age of the Customer

“Your company must become customer obsessed. You need to have a deep knowledge of and engagement with your customers.”

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Up Close and Persona http://UpCloseAndPersona.com

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WHY CONTENT MARKETING?

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@JasonMillerCA

According to Adobe Research, Over 198 Million People Block Ads.

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CONTENT PLANNING & RESEARCH

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DivvyHQ http://DivvyHQ.com

Days Of The Year http://daysoftheyear.com

WordPress Editorial Calendar

Keyword research is foundation to contentMost people don’t do enough good quality keyword research.

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Distilled University https://www.distilled.net/u/keyword-research/

Keyword Research

Tool name Tool link

Google Keyword Planner http://goo.gl/YfmvKd

Ubersuggest http://goo.gl/GVcJ8v

Google Trends http://goo.gl/s2l3Bj

Google Correlate http://goo.gl/ZEYoeM

Merge Words http://goo.gl/Ln2rrt

Word Tracker http://goo.gl/9X6Bqe

KeywordTool.io http://goo.gl/7V7TBo

Moz Keyword Research Tool http://goo.gl/5AeCgc

Distilled University http://goo.gl/ATQBFy

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RESEARCH YOUR BUYERS KEYWORDS

UberSuggest http://ubersuggest.com

CONTENT CREATION

@teedubya

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Help us Obiwan Contentobi – You’re our only hope.

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GREAT WAYS TO ORGANIZE CONTENT

@KMULLETT

CONTENT CURATION

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Sharing is Caring…

@KMULLETT

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Nuzzel @Nuzzel http://nuzzel.com

@teedubya

BuzzSumo @buzzsumo http://buzzsumo.com

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CONTENT SCHEDULING & DISTRIBUTION

@teedubya

Bulk Buffer http://bulkbuffer.com @teedubya

Start a Fire @startafire? http://www.startafire.comccpglobal.com/howtoweb @teedubya

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Snip.ly @sniply http://snip.ly

CONTENT PAID AMPLIFICATION

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@teedubya

Facebook Graph Search opens up many different opportunities, BRO.

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Snip.ly @sniply http://snip.ly

2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!

Starbucks Inception

Wal-Mart

7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!

Wal-Mart Inception

Interest Graph Actions on Content

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ccpglobal.com/howtoweb @teedubya

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Native Adverti$$$ng

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PROMOTION AND INFLUENCER OUTREACH

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Advocate Engagement Platforms

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GetLittleBird @GetLittleBird http://www.GetLittleBird.com

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BuzzSumo @buzzsumo http://buzzsumo.com

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@teedubyaConspire @Conspire http://conspire.com

@teedubyaOutreach @Outreach_io http://outreach.io

BuzzStream @Buzzstream http://www.BuzzStream.com

@teedubyaVoilaNorbert @VoilaNorbert http://VoilaNorbert.com

@teedubya

Lead IQ @leadiq http://leadiq.io

#kciabcbcshttp://GetLittleBird.comNimble @nimble http://nimble.com

COMPETITIVE ANALYSIS & MEASUREMENT

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TrackMaven @trackmaven http://trackmaven.com

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Moz Open Site Explorer – Moz

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http://klear.com [formerly Twtrland]

NerdyData @nerdydata http://nerdydata.comccpglobal.com/howtoweb @teedubya

Over 2000 Marketing TechnologiesOver 40 Categories

And Growing….

@teedubya’s Tools – ccpglobal.com/howtoweb

@teedubya

Open Graph www.ogp.me Percolate www.percolate.com

Social Bro www.socialbro.com HARO www.helpareporter.com

Muck Rack www.muckrack.com GroupHigh www.grouphigh.com

Buzzstream www.buzzstream.com 17 Content Templates bit.ly/17templatesTwitter Cards www.dev.twitter.com/cards

SimplyMeasured www.simplymeasured.comThe Advanced Guide to Content Marketing

bit.ly/advcontent

@teedubya

17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersThe Web Developer’s SEO Cheatsheet 2.0 http://moz.com/blog/the-web-developers-seo-cheat-sheet-2013-editionPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

@teedubya’s Mind Blowing Tools – ccpglobal.com/howtoweb

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#SIC2013@teedubya http://ccpglobal.com/howtoweb tw@ccpglobal.com