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#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
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 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)
Conversion Optimization
Category Mgmt
PR
Corp Comm
Acquisition
Brand
Campaigns(Social, Content, Promos)
Sponsorships & Events
Product Marketing
Communications
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
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