Increase your marketing agilityan Ektron Webinar

Tom Wentworth

Vice President of Web Solutions @ Ektron

10 years in web content management, 15 in enterprise software

Twitter @twentworth12

LinkedIn http://www.linkedin.com/in/twentworth12

Blog http://ektron.com/tomwentworthblog

Slideshare http://ektron.com/twentworth12

About Me

B2B & B2C marketing challenges. Or- why CMO’s keep their LinkedIn profiles updated

What does marketing agility mean? Does it mean agile marketing?

4 tips for increasing marketing agility.

About Ektron, next steps, and suggested reading.

Agenda

Marketing is Hard

http://www.flickr.com/photos/bcymet/3292063588/sizes/l/in/photostream/

Business-to-Consumer

http://www.flickr.com/photos/juska/163818086

Balance of power has shifted betweenbuyers and

marketers

http://www.flickr.com/photos/rathian/233438086

Delight Customers

http://www.flickr.com/photos/will-lion/2646432270/

Business-to-Business

Channel Complexi

ty

Website

Email

Social media

Video

Paid search

PR

Direct Mail

Tradeshows

Print

Display

The Leads are Weak

http://www.flickr.com/photos/akbar2/4843218127

Supr

eme

Court

Just

ice

US Av

erag

eCM

O

My

first

job

051015202530

Average Job Tenure

We need a better way

Agile

adj. Characterized by quickness, lightness, and ease of movement; nimble.

Antonyms: brittle, clumsy, stiff

\“Continuous improvement is

better thandelayed perfection” – Mark Twain

Individuals and interactions over processes and tools

Working software over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a plan

Agile Marketing requires Marketing Agility

Use The ADAPT Framework To Combat The Barriers Of Traditional MarketingNovember 2010 “CMO Mandate: Adapt Or Perish”

1. End the reign of the HiPPO

2. Perfect is the Enemy of Good

3. Adapt campaigns in Real Time

4. Data is the Fuel of Agility

Four Tips for Increasing Marketing Agility

Tip #1 Tip #1 – End the reign of the HiPPO

Perfect is the

enemy of good

Tip #2

Author Design Publish

Create

Content Copy Call to action

Optimize

Targeted Multi-channel Social

Deliver

Goals Traffic sources Visitors

Analyze

Tip #3 Adapt campaigns in real time

Product interest Visit patterns Previous purchases Campaign

responses

Site Behavior

City, State, Zip Time zone OS Browser

Environment

Referring domain Search keyword Campaign ID Traffic type

Traffic Source

Salesforce MS Dynamics …

External Data

Anonymous Customer

Points of Context

Tip #4 Data is the fuel of agility

About Ektron Ektron provides mission critical web solutions that

drive revenue, improve customer satisfaction and increase productivity. Web content management, marketing optimization,

social business software

Over 8, 000 customers powering over 12,000 websites

Founded in 1998 with a track record of innovation and growth

Headquartered in Nashua, New Hampshire

Worldwide offices in United Kingdom, Australia, and Canada,

Resources & Additional Reading

Slideshare http://www.slideshare.net/ektron

Agile Marketing Blog http://www.agilemarketingblog.com/

Content Rules http://www.contentrulesbook.com/

Next Steps

To learn more about

Marketing AgilityVisit http://www.ektron.com/Products/Web-CMS/Marketing-Optimization/

Tom Wentworth VP, Web Solutionstom.wentworth@ektron.com @twentworth12 on Twitter