search to sale: marketing in a 2.0 world

Confidential and ProprietaryConfidential and Proprietary

Search to Sale – Marketing in a 2.0 WorldWeb Content 2008 - Chicago

Confidential and Proprietary

• Clickability Company Overview

• Marketing Misconceptions

• Leveraging 2.0 Tools

• Tying it all Together

Confidential and Proprietary

Clickability joins

Salesforce.com, RightNow,

WebSideStory, Omniture,

NetSuite and Webex on

ASPnews.com’s Top 25

Providers.

Confidential and Proprietary

Confidential and Proprietary

Confidential and Proprietary

Traditional “CMS”

Create Manage Publish Deliver Interact AdaptMeasure

Fully Integrated Web Content Management and Optimization Suite

› Content Management› Content Delivery› Analytics and Embedded Statistics› Email Newsletters› Site Search› User Generated Content

› Ad Server› Visitor Registration› Web Permissions› Polls and Surveys› RSS/XML Syndication› Social Media/Community

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No Hardware, Software, Upgrades

Access through Browser

Lower Cost of Ownership

Faster Time to Implement

Faster ROI

The Only Software-as-a-Service Web Content Management Solution

Confidential and Proprietary

Browser level integration

Site level integration through Flash, iFrames, AJAX

Browser level integration

Site level integration through Flash, iFrames, AJAX

Brand level integration redirect, sub-domains

Brand level integration redirect, sub-domains

Template level integration

Embedding HTML, RSS, and XML from outside sources

Template level integration

Embedding HTML, RSS, and XML from outside sources

Platform level integration

API & SDK

Platform level integration

API & SDK

simpler

more complex

Leveraging the Power of Web Services

Confidential and Proprietary

World of Marketing

Confidential and Proprietary

Marketing Perceptions

• Brand management is difficult

• Innovation and adaptation requires IT

• Managing results is difficult

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2.0 Marketing Realities

• Brand management is NOT difficult

• Innovation and adaptation DOES NOT require IT

• Managing results is NOT difficult

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“The Clickability Platform enables amcor.com to be a world class marketing tool for our global business”

› Proprietary systems and software generated significant and unpredictable costs.

› All content changes required external vendor participation and significant lead time.

› Individual business units created independent sites with multiple vendors.

› Site was not able to provide relevant product information.

› No multilingual support for Amcor global brand and initiatives.

› SaaS model resulted in no hidden costs and a 30% reduction in site support costs.

› Individual knowledge owners now maintain direct control over areas of influence.

› Consolidation to a single vendor created a central management architecture.

› Market Solutions section delivers relevant customer information from all brands.

› Flexible translation strategy enables multi-lingual change management.

Confidential and Proprietary

Digital TV

MP3 Players Kiosks

E Books PDA’s

Cell Phones Computers

Car Infotainment Systems

Fee

dloa

der

FeedloaderTranslation Services

“content”

“contenido” “contenu”“Inhalt”

“conteúdo”

“содержание”

“Innhold”“內容”

Confidential and Proprietary

› Launched new global brand on Clickability platform

› 16 global websites› 50+ content publishers› 50% cost of ownership savings vs.

former content management application (on premise)

› Migrated entire site in < 120 days

› Extranet portal for Cisco-HP Alliance› 15,000 plus salespeople in the field

accessing up-to-date sales and marketing materials

› 40% cost of ownership savings› Increased productivity for content

publishers and sales users› Implemented in less than 60 days

Enterprise Success

Confidential and Proprietary

Confidential and Proprietary

ProductMarketing

Event Producers

User Generated Content

Community

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Enabling Non-Technical Users to Publish Dynamic Content

• Accessible via WWW

• UI designed in a “tabular” format (salesforce.com, Amazon)

• Platform requires minimal amounts of training

• Ability to publish dynamic content without coding

• Ability to create roles/permissions/views

Confidential and Proprietary

Confidential and Proprietary

Confidential and Proprietary

> 3 year release cycle

> 24 month time to market

> Platform always lagging behind Web evolution

> 3 year release cycle

> 24 month time to market

> Platform always lagging behind Web evolution

Time

MissedOpportunities

MissedOpportunities

MissedOpportunities

Web Technology Evolution Trajectory

Web Technology Evolution Trajectory

Traditional Software Development ModelTraditional Software Development Model

SaaS Development ModelSaaS Development Model

Confidential and Proprietary

Single Integrated Platform for Web Publishing and Engagement Optimization

› Keywords

›Google AdWords

›Landing Page Optimization

›Search and WCM Analytics Sharing

› CRM

› SFA

› Account Management

›Lead Qualification

› Create

› Manage

› Publish

› Deliver

› Interact

› Measure

› Adapt

›Optimize for Search

Confidential and Proprietary

Confidential and Proprietary

Internal Corporate Content Assets

External ChannelsContent AggregatorsUser-Generated Content

Social Media / Syndication

corporate.com

Corporate Podcasts

Corporate Video

Corporate Blogs

Confidential and ProprietaryConfidential and Proprietary

Thank Yourlamb@clickability.com