March 17 2017 Inbound Lunch Bunch: Building Digital Ecosystems that Deliver ROI

Welcome to the Inbound Lunch Bunch

March 2017

Building Digital Ecosystems

• Housekeeping:• Tons of resources available:• All of last year’s Inbound Lunch Sessions available on

demand: http://site.highroadsolution.com/inbound-lunch-bunch-page• Toolkits: http://pages.highroadsolution.com/toolkit-list

• If I suddenly drop off the call, hang tight, I will dial back in!• Post any questions in the Chat window and I will

try to answer as we go through the presentation

• Agenda• What’s a Digital Ecosystem• Who’s Doing It• Why Are Organizations Changing• What Are the Components• What Are the Considerations

Define Ecosystem

• A complex network or interconnected system• Keywords• Network• Interconnectivity

What is an Ecosystem?

Marketing Technology Stack

• +Plus Connector bridging the network of marketing applications together to simplify the flow of buyer’s data for marketers.

Integrated Stack

AMSEMS

EmailEPC

Email

MA+Plus Connector +Plus Connector

Landing Page

CMS

State of Digital Marketing• Marketing portfolio consist

of dozen tools.• With associations, email

and social are widely used. • There’s a lot of tools and

you need software to track all the channels to keep your brand and voice consistent.

Tools in the Ecosystem

• Email Marketing• Landing Pages• CMS• eCommerce System• Webinar System

The Tools You Are Using What the Customer Sees and Does

• Reading a Newsletter• Downloading eBook• Reading your Blog• Buying a Product• Attending a Webinar

Who’s Changing their Digital Ecosystem?

Associations are changing their digital ecosystem!

Trends We See:• Throw it all out and start over• SaaS, Cloud-based• New AMS, CMS, LMS, marketing automation

Why Are Organizations Investing, Reallocating & Rethinking their Digital Ecosystems

• Multi and Omni are Not the Same• Two Different Schools of Thought• Distinction is With the Strategy of Your Ecosystem

Multi-Channel vs Omni-Channel

Multi-Channel• One-way silo

communication on each channel that causes inconsistency in tracking ROI and managing your overall voice.

Source: http://www.guided-selling.org/omni-channel-vs-multichannel-customer-experience/

The strategy is operational and to broadcast communications through each channel independently.

Issues with Multi-Channel

• Doesn’t answer:• How is the ecosystem connected?• What if a buyer has multiple touchpoints (they always do)?• How do we buy, implement and measure each one?• Silo communication between departments.

Omni-Channel• Onmi-channel

keeps the user at the center of the ecosystem and captures all touchpoints.

Source: http://www.guided-selling.org/omni-channel-vs-multichannel-customer-experience/

Strategy is buyer-centric and creates a two-way communication between you and the buyer.

Benefits with Omni-Channel• Answers• Ecosystem connects through all software application and

channels• Buyers journeys tracked regardless of the channel• Measure each channels performance• Communications have a consistent voice.

• Research by McKinsey & Company• Digital Relevance, Ardath Albee

“56% of all customer interactions happen during a multi-event, multi-channel journey”

What Are the Components

Marketing automation

• Additional Components• Online Community Platform• Event Management/Registration Platforms• Learning Management Platforms• Advocacy Platforms• Benchmarking Platforms• Survey Platforms• Call Center Software• Direct Mail Software Plug-Ins• Inventory Management Platforms• Abstract Management Platforms

Key Considerations

• Connectors, Connectors, Connectors!• Pre-built & configurable• Available connector to integrate?• Available through Zapier?• APIs or web services? • Add codes to websites?

• What will it cost?• Additional licenses to AMS?

• Particular Gotchas We Need to Watch:

• Platform charges you to connect each new system• Custom integration by company that doesn’t have platform

expertise or only expertise in one platform, but not both that are being connected• Web-based platforms that don’t allow for putting in codes

to allow for interconnected tracking

• Case of the Mondays:

• We’re not there yet• We need to crawl, walk, run• We want to do this….someday• I don’t think we’re ready for this• We are going through a web redesign and then will do

inbound afterwards

• So You’re Telling Me:

• You can wait for revenue• You are fine with running your organization through

guessing• You’d rather not know• You’re scared to know• You would rather stay comfortable• You don’t know how to lead change effectively

ZMOT

• Summary:

• Stop waiting…do a pilot of inbound marketing platform• Stop waiting…try adopting a technique of inbound• Stop waiting…it’s really not scary• Stop waiting…start today