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Digital Marketing: The Journey to Best Practices

Sharing what we've learned at CSC as we travel on our own journey
by

Nick Panayi

on 22 October 2014

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Transcript of Digital Marketing: The Journey to Best Practices

the right people
the right platforms
the right content
the right conversations
the right results
DIGITAL MARKETING
I LOVE CALCULUS!

I LOVE the AP stylebook!
I LOVE my eloqua!
Has "PhD" in digital infrastructures
Business savvy wrapped around tech core
Web master, qc, coder, tester, security, networking
Analytics jockey, modeling mad (wo)man
Sits at intersection of traditional and new media
Knows how to package data into customer-grade content
Can "speak" video and interactive
Gets geeky about making content discoverable: SEO
Ex-journalists in exodus from publishing are welcome
Marketing automation platform jockey
Demand center Czar(ina)
Strong process orientation
Strong agency management discipline
Database hygiene overseer
Demand gen process expert
Your Website is the window to your company's soul...

OUR DIGITAL ECOSYSTEM

Marketing automation platforms allow you to "codify" demand generation
business rules needed to derive full benefit from marketing automation
A healthy database is a pre-requisite for success
Communicate, communicate, communicate!!
Exec level dashboards are critical
The power of modeling is within everyone's reach
start with lead scoring - right out of the box
Constantly run lead attribution models to predict best return on marketing investments
Predict the impact of content types based on combined variables
Use multiple metrics to model what "valued visits" look like (vs basic visits or visitors)
Takes into account pageviews, views of high value content (Success Stories, Insights, Offerings), commenting, social activities, form completions, video views, file downloads and Visitor Registration, Activation and Login
personalization
Currently the "recommendations tray" is used to show "other people also viewed" content. In near future this will be the carrier for fully personalized content based on complex recency and frequency of signals which will also help provide account level insights into categories such as offering affinity and buyer's stage.

a personalized experience helps build stickiness and shortens route to action
Seamless Integration between marketing and sales systems is CRITICAL
Content
ABM COE
Brand
Demand Center
Platforms
Guy Who Does Nothing And Takes The Credit
Visually Inviting
Engaging
Human
Immersive
40+ TIGHTLY ORCHESTRATED SYSTEMS
WORKING WITH..
PRODUCING..
ENGAGING IN..
THE JOURNEY TO BEST PRACTICES.

WILL ALWAYS REWARD YOU WITH..
Study & Understand Behavior!
User Registration
Digital Body Language

Social Forensics
Suggest
Nurture
Be Ready When THEY Are Ready!
Suggesting Content
Mapping prospects into one or more eNurture "streams"
Getting all the facts:
From Eloqua To Lead TeleQual To SFDC To Sales ...always available
So....3 things to remember:

1. Move Fast

2. Fail Fast

3. The Journey Never Ends!
Click on the PLAY button to see a few seconds of our "Infographics Central" zone
Click on the PLAY button to see a few seconds of our "CSC TownHall" zone
Click on the PLAY button to see a few seconds of our "Success Story Gallery" zone
Click on the PLAY button to see a few seconds of our "Ingenious Minds" zone
Click on the PLAY button to see a few seconds of our "Digital Body Language" view (works same from within Eloqua as it does within Salesforce)
Click on the PLAY button to see a few seconds of our Social Media tracking dashboards (via Adobe Social)
Click to see "A Day In The Life of A Lead"
Telling the story from various perspectives
...and also sharing bite-sized chunks in social
...we also use this as great bite-sized content for our social presence
(Click here to see a few seconds of Gary Jackson, Business Intelligence "Ingenious Mind")
Watch an example TownHall on "Application Modernization
Click on the PLAY button to see a few seconds of a CSC360 story
Timely
Click here to see a few seconds on how our "CSC Recommends" sliding tray works

Polished
CSC World offline...
..and CSC World online
Click here to see a few seconds of our interactive CSC World Online zone
Over 50 pages of publisher-quality content that feeds our customers' brains (as well as our content engine)
Engage

...with best -in-breed, multi-touch campaigns
Example: DHS ABM campaign
Social
Click here to see a few seconds of our "Communities" zone experience
Modern
Click to see our CSC.com launch trailer

A 3min video on how companies can make themselves REAl by trusting Their Emloyees To Represent the Brand

so make it ROCK!!
Click to see our iPad app trailer
Full transcript