#opticon2015

The 21st Century Marketing Stack and Team

Pamela WebberCMO, 99Designs

Phil HollrahVP Product Marketing, Demandbase

@philhollrah

Roxy YoungVice President Marketing, Hipmunk

@roxyyoung

Jessie BeckerCMO, Optimizely

@pamwebber_sf

Marketing technology focused on B2B advertising and website personalization.

Demandbase

Demandbase Marketing Stack

Enablement & Prospecting

Content & Ad Technology

Analytics, Intelligence, Insights

Platforms, Data, Automation

Ad Tracking & Attribution

Task Management

CMS

Sales Email Tracking

Pipeline Forecasting

A/B Testing & Optimization

SEO/SEM

Tag Manager

Web Analytics

Lead Scoring

Multi-Touch Attribution

CRMMarketing

AutomationAdvocate MarketingLive Chat

Campaign Dashboard

Demandbase Marketing Team

Communications & Brand

Product Marketing

Field & Partner Marketing

Integrated Marketing

Digital Marketing & Operations

Public Relations

Social Media

Product Marketing

Content MarketingOnline Marketing

(SEM, SEO, Ads)

Event Marketing

Marketing Automation

Web OptimizationRegional Field

Marketing

Customer Marketing

Partner Marketing

Analyst Relations Campaign Performance & Optimization

Digital Marketing

The world’s largest online marketplace for graphic design.

99designs

The 99designs Marketing Stack

Insights & Analysis

Acquisition

Execution

Data Processing & Storage

SEM Ad Platforms

Display Ad

Platforms

Business Analytics

Retargeting Ad

Platforms

Web Analytics

Ad & SEO Analytics

Content Mktg

Platforms

Social Media Content

Platforms

Project Mgmt & Communication

SoftwareCMS

Email Service

Provider

Translation Tools

Data Warehouse

Distributed Processing

User Testing

Tools

Survey Tools

Tag Manager

The 99designs Marketing Team

Acquisition Brand CommunicationsProduct

MarketingInternational

Online Marketing

(SEM, SEO, Ads)

Affiliates/Partners

Customer Insights

Broadcast (Podcasts, Radio)

Email

Conversion Optimization

Category Mgmt

PR

Corp Comm

Acquisition

Brand

Campaigns(Social, Content, Promos)

Sponsorships & Events

Product Marketing

Communications

Meta-search site focused on making travel planning simple and delightful.

Hipmunk

Hipmunk’s Marketing Stack

CENTRAL ANALYTICS Key Business Metrics | Attribution | Platform | Channel | Testing

PAID OWNED EARNED

Social Listening

Social Campaign Monitoring

Media Mention Monitoring

Influencer Discovery

Customer Communications (email + push notification tools)

Content Marketing Publishing

Ad Server (web)

Mobile App Monitoring

Hipmunk’s Marketing Team

Product Marketing

PAID

Display Advertising

OWNED EARNED

Search Advertising

Mobile App Advertising

Retargeting

Pros

pect

ing

Public Relations

Content Marketing

Social Media

Cross-Platform Communications

Brand MarketingContent Amplification

#opticon2015

The 21st Century Marketing Stack and Team

Pamela WebberCMO, 99Designs

Phil HollrahVP Product Marketing, Demandbase

@philhollrah

Roxy Young Jessie BeckerCMO, Optimizely

@pamwebber_sfVice President Marketing, Hipmunk

@roxyyoung

Appendix

Demandbase Marketing Stack

Web Analytics

ABM full funnel marketing

Marketing Automation

Web personalization and A/B testing

Online Chat

Salesforce reporting for Marketing

Account & Prospect scoring

Task and campaign management

Creative custom design for emails

Web content management system

CRM

Tag Management